Weren’t at #IMW14 on Tuesday? Here are some quick hits on the most exciting sessions:
Brand Engagement in the Participation Age
Speaker: James Beser, Google
Hyper-engagers are four times more likely to buy than a typical user. These are people who interact with your brand at least once a week. These users must choose to engage with your content. Sending an email blast isn’t optimal. An example of choosing to engage can be as simple as the act of not skipping a YouTube ad.
The next step for this kind of brand engagement is rich media on mobile. There is currently a lot of rich media on desktop, but we don’t see the same type of elegant ads on mobile. It will allow users to interact deeply with a brand where they could only click a banner ad before.
Getting Beyond Engagement: Driving Social Conversion
Speaker: Kevin Tate, Chirpify
Chirpify is all about “Actiontags.” They’re are verbs like “#try,” or “buy.” Brands can use them to respond quickly to consumers and capitalize on interest in the moment that the interest occurs.
For example: Oreo had a TV commercial promoting new flavors with the hashtag #SendMeOreo. Users that tweeted that hashtag would receive a quick form to fill out, and then would be entered to receive the new flavors. Oreo sent out 20,000 boxes of their new flavors to people who expressed interest in trying them.
Also, Adidas strapped GoPro cameras to the helmets of Army All-American football players. Users could see a single player by default, but could unlock more players by tweeting the Actiontag and filling out the form.
The Secret to Seamless Customer Experience: Responsive Design
Speakers: Mike Reddy, Domani Studios // Matt Powell, kbs+ // Sophie Kleber, Huge // Esteban Montes, Click 3X
Responsive design is the biggest buzzword in web design. In short, it makes web pages adapt to the screen they’re being viewed on. For an in-depth look, check out “What No One is Telling You About Responsive Design.”
Creative by the Numbers: Can Great Creative and Numbers Coexist?
Speakers: Lauren Tucker, The Martin Agency // Cliff Sorah, The Martin Agency // Ryan Smedstad, Penske
Many times, when we think of Creative/Data and advertising, we see an image similar to paint-by-numbers. In reality, creativity and data can coexist.
The best way to think about data is that it opens up possibilities for creativity. Unlike focus groups and copy tests which can narrow your ideas, data opens you up to different approaches. For example, Penske used marketplace behavior, rather than demographics, to find new opportunities.
To utilize data, focus on what you want to have happen rather than just focusing on the numbers.
Practical Ways to Use Dynamic/Personalized Content
Speaker: Michael Penney, Yes Agency Services
Amazon recommends products to users based on what they know about them, and it’s extremely successful. It’s situational relevance.
For example, when you step out of the subway in New York City, you can tell what kind of day it is by what people are selling. If it threatens to rain, you’ll see umbrellas being sold on the street. If it’s hot, you’ll see ice cream and lemonade.
Penney finished with five tips for personalized content:
- Do something. It’s expected and it will pay off.
- Pick a communications category and clear objective.
- Do something you can test and prove.
- Plan for something you will trust. (you’re going to have to give up control, but it will be worth it)
- Know that those who do this right will win. (Delivering content that is relevant for the person.)
Look for our recap of day two tomorrow!