The Tools of Engagement
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Welcome
description
Marketing & Experiencing Educational Institutions through Web 2.0 Rich Media
Transcript of The Tools of Engagement
Welcome
The TOOLS OF ENGAGEMENTMarketing & Experiencing Educational Institutions through Web 2.0 Rich Media
Presented by: Planit
Communications, Marketing and Technology:Staying on the Cutting Edge
• The Journey • Everything is Connected• Innovation • Brand• Tools of Engagement: A tour of Web 2.0 and rich media
Communications, Marketing and Technology:Staying on the Cutting Edge
• The Machine is Us/ing Us– Michael Wesch, PhD, Assistant Professor of Cultural Anthropology, Kansas State
University
Culture of Innovation
• The greatest innovation in human history had little to do with tools and technology…
» IBM, Global Innovation Outlook
• Innovation is now recognized as the single most important ingredient in any modern economy.
» Economist
Being innovation
• Invention vs. Innovation
• Ideas come from everywhere
• Step out of your comfort zone
Culture of Design
• Create delight and surprise– Apple– Virgin Air– Target
• Make things clearer, simpler, easier and personal
• Live the Brand
Products are made in the factory.Brands are made in the mind.
What is a Brand?
Physical Name Logo Type Color Slogan Sound
Emotional Attitude Personality Experience Story
PHYSICAL: trademark or distinctive name identifying an organization and its products and/or services.
EMOTIONAL: The promise of an experience or lifestyle. It is the bonding elements between the organization and the customer/user.
Stating the obvious...
What a Brand Is Not
A Simple, Clear Idea
The Brand Drives All
Sub Brand Advertising Image
Product Innovation PromotionsNew Product Design
Communicates Quickly
Provides Product Extensions
Sony Bravia Spot
Strikes An Emotional Chord
Sony Bravia
Emotional Rescue
“Emotional connection is a powerful way to link the heart of your target market to the soul of your brand.”
Dave Florin, Heibing
“People everywhere are wanting to embrace emotion... Human beings are powered by emotion, not by reason.”
Kevin Roberts, Lovemarks
Experience
• Where are we going?
Getting their Attention
• No time
• No barriers
• No compromise
• Cluttered lives
Extract Commodities
Stage Experiences
Experience Economy
Deliver Services
Make Goods
Experience EconomyPine and Gilmore
Celebrity
Nike.com
Online e-commerce
The Nike Experience
Nike Town
Citizenship—Guide Transformation
Engage
I don’t want 500 channels. I just want the one channel that gives me what I want to see.
Nicholas NegroponteMIT Media Lab
• Browser• Search• Community
Web 2.0
• Democratization• Human Network• You as the brand
Fasten your seatbelts
• Tour of the web– Making emotion live online
The Journey
• Broader Canvas = More Possibilities– Video– Audio– Faster Internet Connections– More Connections (Web 2.0)
• More Possibilities = More Decisions
Remember Innovation
• Step outside the campus• Step inside the campus
Just Do It – Web 2.0
• NikeID– Athletic performance– Inspiration– Design
• Flash
– User Generation– You the Consumer
• Customization
Just Do It (cont.)
• Nike, Don't Tread On Me– Message over Objective– Rich video– Maps– Music– Blog
User Generated Advertising
• Viral entertainment– YouTube
• Super Bowl ads redefined
Humor and User Generation
Humor can be a powerful tool of engagement
• Career Builders– Monk-E-Mail– Age-O-Matic
• Humor in context• Viral: Send to Friend
Social Networking
• What's Next• Step Forward• Ning: social networking platform• Customizing your community
– http://toebyplanit.ning.com/
Bringing the physical to the virtual
• Story• Interaction• Experience• Mood through music and video
Know Your Brand -- Tours
• MoMA– Sophisticated– Modern
• MGM Grand Las Vegas– Romantic– Luxury– “Whole” experience
Animation and Games
• Get the Glass– Life Without Milk• Character• Story• Music• Popular Culture: Gaming and Animation
Web 2.0 TOE Checklist
• Subscribe• Comment• Blog about this• Share• Send to friends• Download• Upload• View video• Profile• Feature• Post• RSS
Are at least three of these terms somewhere on your website?
Are we there yet?
• We Feel Fine– Innovation within web 2.0– Wiring into emotions– The machine is us
• Feeling?
Thank you
Planit
www.planitagency.com
• Steven Kostant, Executive Creative [email protected]
• Ryan Smith, Interactive Art Director
• Angela Walseng, Brand Communications [email protected]
Planit is a fast-growing agency that marries innovation and strategy with new media, traditional advertising and public relations to transform organizations.
