Post on 18-Jul-2015
Peter Green; Sensing Ltd, part of the SipuliGroup peter@sensing.fi / +358405707911 / @pvgreen With other Sipuli Cores Kata & Jouni
Creating a Digital Marketing Campaign •Basics of Digital Event Marketing – B.D.A. •PG idea slides “Pecha Kucha” style •OMFG Cases •Sipuli Cases. Discussion •Introduction to Personas
• Defines, designs and executes Digital Value Added services for events and physical encounters, Digital paths for events
• Sipuli is the core plus it’s layers:
SipuliGroup
Katriina Uusitalo Katapulssi ex Nokia
Sipuli Core:
Peter Green Sensing ex Satama Interactive
Jouni Salonen Petopro ex Nokia
Johanna Sarviharju Fjord, Free ex Satama Interactive
Sipuli Layers, for example:
- Service Designers - Event Producers - Visual Designers - Event Agencies (also customers) - Techincal service providers - Digital producers/Freelancers - Marketeers customers
SipuliGroup is:
• About enriching face-to-face live engagements with digital solutions allowing audiences to connect in both digital and physical environments.
SipuliGroup:
• Our experiences, emotions and memories are not limited to our physical surroundings only.
• Modern live events and engagements take place in more touchpoints than the physical itself can ever offer.
SipuliGroup:
• In our experience attending an event does not necessarily mean you connect with others.
• Our social barriers many times restrict us from making physical connections - digital tools can help to break the ice.
SipuliGroup:
• Human are social. So are modern digital platforms. They are made to enhance our existance and social reach much further than we could ever otherwise accomplish.
SipuliGroup:
• Human memory is short. Even the most spectacular shows stay alive in our memories only for a little while. We capture and share our everyday experiences digitally in order to keep them alive. On the other hand the best experiences and learnings always come with a tail - and digital solutions provide the best tails.
SipuliGroup:
• The string of engaging connections should not die when we physically meet but rather enrich the experience and add value to our new relationships. Therefore we have to start activating and engaging people way before they actually meet. Our everyday digital tools and mobile services are the best way to build this bridge between these two social environments.
SipuliGroup:
• We believe in maximising social touchpoints by all means available. We also believe digital channels can effectively help our social success and capability to reach our business goals.
• We are committed to ensure that contents, contacts and key messages will not be forgotten even after the doors are closed.
Digital Campaign Planning
• Before-During-After ideology in campaigns
• Especially at Event Marketing
• Target Group analysis, special needs & contexts
• ”Segmentation”
• Concept / Story development
• ”Arc-Of-The-Day” – / Persona Development
• Content planning, manuscripting
• Storyboarding, copywriting, content-/context plans
Attention
The total mass contacts of the event
Interest
Can be measured for example with attention value measurements
Desire How many gets excited
Action
How many gets involved
Traditional AIDA at Events
Key Point: Dialogue
• From selling products or services to selling experiences,
– Requires holistic thinking and user centric design, design thinking
• Imagination is where it all happens!
Involvement
Tell me and I will forget
Shopw me and I will remember
Involve me and I will understand
(Confucius)
How to
Make a Digital Campaign Plan: 7 steps
http://webyogi.co.uk/how-to-write-digital-internet-marketing-plan-2015/
OMFG cases
Jump to Slideshare :)
https://www.slideshare.net/fullscreen/HubSpot/the-top-10-most-remarkable-marketing-campaigns-ever/2
Links to videos
Frankenstein Kinect: https://www.youtube.com/watch?v=8dUJpEXjfVo Mentos Mobile Game: http://vimeo.com/108783190 Plan Finland: Sponsor a Dream webcam http://vimeo.com/109314118 Alepa Beat It Dance Game https://www.youtube.com/watch?v=RGNo4pjP5LE
Dialog Cases: Silja Line: Real Time Travellers
Silja Line ”Jorma & Marita” are cruising right
now – a real time picture sharing on the
DOOH network
”Contextual and to the point”
dd
Dialog Cases: Nestle Tuuttitreffit, pics on The Wall
”Tuuttitreffit” sharing pictures of the
Summer Opener -event directly on The
Wlall (3 hours domination)
Over 300 pics were taken and shown
dd
Dialog Cases: Real Time LiveOpinion voting (SMS&Twitter)
”New Children’s Hospital” 2017
fundraising event was supported by Real
Time SMS/Twitter”LiveOpinion” voting –
where 5 teams competed who makes the
best snow hospital
Involving installation on The Wall
during the 2013 Ice Hockey World
Championships, where consumers
supported the Finnish National Team
(Leijonat) on their FB page, and the
messages were shown on the Wall,
along with their profile picture
The campaign was shown within a
standard 10 s spot along with other
ad loop
See it: http://bit.ly/hockeygallery
IIHF Leijonat- support campaign
Dialog with Facebook
Samsung Interactive ”Hockey Card”
visualization on The Wall duuring the
Hockey World Championship games.
Consumers were able to tune their FB
Profile picture, and share it to the Wall.
Also Samsung street team was
capturing people during promotions,
and posting pictures to The Wall
Campaign was shown as 40s ”Impact
Hour” ot the 80 seconds loop
See it: http://bit.ly/samsungwall
Samsung ”Game Face” Facebook-Wall integration
Activating DOOH installation with 2
cameras, one on the screen, another
one on the money box measuring
the movement
The campaign continued a large
multi channel campaign where
celebrities sponsored poor children,
and thus had thei picture with the
child in the middle.
In this DOOH version everyone was
able to sponsor a child and get
similar pictures than celebrities on
the larger campaign
PLAN Finland donation
Alepa Beat It Dance competition/game using Wall as a game display – 2 Dance Mat –controllers on the podium connected numerous dancers to the huge screen
Mentos Mentmen World’s first execution where audience were able to play on the digital billboard with their own devices
Personas
Segmentation / Architypes / Personas in a Marketing Campaign.
http://www.slideshare.net/ralph_poldervaart/how-to-build-a-persona