2016 Digital Marketing Framework

2016
–
Digital Marketing
Framework
–
UX PRINCIPLES, APPLIED TO
TRADITIONAL STORYTELLING

2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
How to Meet Random People
–
Buy everyone you see a drink and before they’ve even
taken a sip, ask them to come home with you.
99 out of 100 people will say no but 1 person will
eventually say yes. Congrats, you scored.
That’s how traditional advertising works. It’s
expensive and guarantees a minimum result.
2
Don’t be these guys

How to Make Friends
–
Approach only people that look compatible. Curiously
connect around common interests.
Ask them for their number and call a few days later. You
scored. Call again, connect again. Score again.
That’s how digital marketing works. It takes more
work and takes longer, but now you have a
relationship.
3
Be these guys

Everything Creative has a Formula
–
Every movie you’ve watched and every song you’ve
listened to was built on a formula.
Feed your audience engaging content, incentivize
them to participate, then make them an offer they
can’t refuse.
4
Stop going for one-night-stands
and start making friends

2016 DIGITAL MARKETING FRAMEWORK
Storytell for Engagement
Incentivize Participation
Convert to Action
01. CONTENT
02. SOCIAL
03. EXPERIENCE
5

03. EXPERIENCE
Convert
to Action
PURCHASE
6
02. SOCIAL
Incentivize
Participation
01: CONTENT
Storytell for
Engagement
Lead Magnet Core Offer
RETARGET
Result
2016 DIGITAL MARKETING FRAMEWORK

@BALINDSIEBER | BALIND.CO | 7
01. CONTENT
–
Content that engages your
audience rather than solely
entertains them

01. CONTENT
–
FORMULAS FOR ENGAGING CONTENT
–
A) SOCIAL EXPERIMENT Capture an unexpected reaction from real people,
based on a cultural trend
B) COMMUNITY SERVICE Craft a solution that reduces friction in your audience’
lives and document its effect on them
C) EXPLORATORY VIDEO Develop a story that has multiple paths or perspectives
and allow your audience to choose their journey

01. CONTENT
–
FORMULA A) SOCIAL
EXPERIMENT
–
Capture an unexpected reaction
from real people, based on a
cultural trend
9
REAL
PEOPLE
Ingredients
UNEXPECTED
REACTION
BASED ON A
CULTURAL
TREND

01. CONTENT
–
E.G. COKE “REMOVE
LABELS” SOCIAL
EXPERIMENT
–
People are asked to guess each
others appearance based on
meeting them in the dark
10
Agency: Ogilvy – View Work

01. CONTENT
–
FORMULA B) COMMUNITY
SERVICE
–
Craft a solution that reduces
friction in your audience’ lives
and document its effect on them
11
CRAFT A
SOLUTION
Ingredients
DOCUMENT
THE EFFECT
REDUCE
FRICTION

01. CONTENT
–
E.G. VOLVO “LIFE PAINT”
COMMUNITY SERVICE
–
Volvo developed a light
reflecting paint that cyclists can
apply to protect themselves
12
Agency: Grey – View Work

01. CONTENT
–
FORMULA C) EXPLORATORY
VIDEO
–
Develop a story that has multiple
paths or perspectives and allow
your audience to choose their
journey
13
AUDIENCE
CHOOSES
JOURNEY
Ingredients
MULTIPLE
PATHS OR
PERSPECTIVES
INTERACTIVE
STORY

01. CONTENT
–
E.G. DELUXE “EXPLORE
COLOR” EXPLORATORY
VIDEO
–
Interactive video where audience
is able to click on any surface to
view the color profile
14
Agency: BBH – View Work

01. CONTENT
–
Your content is like your opening
line when you meet someone new
–
It’s where you pique your audiences curiosity by entertaining, inspiring, or
informing them

02. SOCIAL
–
Leverage social media in ways
that incentivize your audience to
participate

02. SOCIAL
–
FORMULAS THAT INCENTIVIZE PARTICIPATION
–
A) COLLECTIVE CREATION Allow an audience to openly contribute to
aspirational content, determined through peer voting
B) SKILL CHALLENGE Provide audience with fame opportunity by
showcasing their skills in a way that encourages product use
C) SHOW & TELL Short & inspiring demonstrations that answer common
questions and encourage remixing from the audience

02. SOCIAL
–
FORMULA A): COLLECTIVE
CREATION
–
Allow an audience to openly
contribute to aspirational
content, determined through
peer voting
18
ASPIRATIONAL
CONTENT
Ingredients
PEER
VOTING
OPEN
AUDIENCE
CONTRIBUTION

02. SOCIAL
–
E.G. PLAYSTATION “GAMER
MASTERPIECE” COLLECTIVE
CREATION
–
Audience uploaded their likeness
to digital paintings, winners got
theirs recreated by an artist
19
Agency: BBH – View Work

02. SOCIAL
–
FORMULA B) SKILL
CHALLENGE
–
Provide audience with fame
opportunity by showcasing their
skills in a way that encourages
product use
20
OPPORTUNITY
FOR FAME
Ingredients
PRODUCT
USE
SKILL
SHOWCASE

02. SOCIAL
–
E.G. FOOT LOCKER “HORSE
WITH HARDEN” SKILL
CHALLENGE
–
Audience challenges NBA player
James Harden to a virtual game
of Horse
21
Agency: BBDO – View Work

02. SOCIAL
–
FORMULA C) SHOW & TELL
–
Short & inspiring demonstrations
that answer common questions
and encourage remixing from
the audience
22
SEARCH
FRIENDLY
Ingredients
ENCOURAGE
REMIXING
SHORT &
INSPIRING

02. SOCIAL
–
E.G. LOW’S “#HYPERMADE”
SHOW & TELL
–
Instagram videos that
demonstrate quick, creative
home projects
23
Agency: BBDO – View Work

02. SOCIAL
–
Social is like introducing new
friends to hang with your old friends
–
Social proof has the equivalent impact on your audience as ratings & reviews have
on Amazon shoppers

03. EXPERIENCE
Convert to Action
–
Digital version of your retail
environment that converts your
audience toward an action

03. EXPERIENCE
Convert to Action
–
FORMULAS THAT CONVERT TO ACTION
–
A) SOCIAL HUB House interactive content on a single social page, where
the payoff for engaging drives to a product page
B) SQUEEZE PAGE Mix product information with branded content, and
social proof, to create a story that ends with an offer
C) INTERACTIVE QUIZ A thought-provoking experience that categorizes
the audience and provides them with recommendations

03. EXPERIENCE
Convert to Action
–
FORMULA A) SOCIAL HUB
–
House interactive content on a
single social page, where the
payoff for engaging drives to a
product page
27
DRIVE TO
PRODUCT
PAGE
Ingredients
INTERACTIVE
CONTENT
SINGLE
SOCIAL
PLATFORM

03. EXPERIENCE
Convert to Action
–
E.G. MERCEDES “BUILD A
GLA” SOCIAL HUB
–
Allows audience to create a
custom GLA on Instagram
28
Agency: Razorfish – View Work

03. EXPERIENCE
Convert to Action
–
FORMULA B) SQUEEZE PAGE
–
Mix product information with
branded content, and social
proof, to create a story that ends
with an offer
29
SOCIAL
PROOF
Ingredients
BRANDED
CONTENT
PRODUCT
INFORMATION

03. EXPERIENCE
Convert to Action
–
E.G. NEST “THERMOSTAT”
SQUEEZE PAGE
–
Mixture of features and benefits
told through various media and
woven into an interactive story
30
Agency: Nest – View Work

03. EXPERIENCE
Convert to Action
–
FORMULA C) INTERACTIVE
QUIZ
–
A thought-provoking experience
that categorizes the audience
and provides them with
recommendations
31
CATEGORIZE
AUDIENCE
Ingredients
PROVIDES
RECOMMEN-
DATION
THOUGHT
PROVOKING

03. EXPERIENCE
Convert to Action
–
E.G. NIKE “#BETTERFORIT”
INTERACTIVE QUIZ
–
Quiz that determines the 21-day
training program that’s right for
you, and recommends the right
products
32
Agency: Wieden Kennedy – View Work

03. EXPERIENCE
Convert to Action
–
Your owned experience is like
inviting a friend into your home
–
It’s a digital version of the retail experience where you have complete control
over every detail

My Name’s Balind
–
I’ve spent the bulk of my creative career designing
experiences for digital games, advertising, and products.
In the last couple years I’ve found a new platform for
interactive storytelling in the modern marketing campaign.
This framework was developed to streamline the process of
generating ideas that fit within a digital marketing ecosystem.
Read more of my thinking on MEDIUM / SLIDESHARE
34
Balind Sieber is a designer that
applies UX principles to traditional
storytelling

2016 Digital Marketing Framework

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2016 Digital Marketing Framework