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2016 Digital Marketing Framework
The document outlines a digital marketing framework that emphasizes the importance of user experience (UX) principles in engaging storytelling, contrasting traditional advertising methods with modern digital marketing strategies. It discusses the creation of engaging content, incentivization of audience participation through social media, and the conversion of engagement into action through tailored experiences. Various formulas and examples are provided to illustrate effective content strategies, including social experiments, community service initiatives, and interactive quizzes.
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2016 Digital Marketing Framework
- 1. 2016 – Digital Marketing Framework – UX PRINCIPLES,APPLIED TO TRADITIONAL STORYTELLING
- 2. 2016 | DIGITALMARKETING 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
- 3. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 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
- 4. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 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
- 5. 2016 DIGITAL MARKETINGFRAMEWORK 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | Storytell for Engagement Incentivize Participation Convert to Action 01. CONTENT 02. SOCIAL 03. EXPERIENCE 5
- 6. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 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
- 7. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 7 01. CONTENT Storytell for Engagement – Content that engages your audience rather than solely entertains them
- 8. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 8 01. CONTENT Storytell for Engagement – 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
- 9. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – 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
- 10. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – 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
- 11. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – 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
- 12. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – 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
- 13. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – 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
- 14. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – 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
- 15. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 15 01. CONTENT Storytell for Engagement – 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
- 16. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 16 02. SOCIAL Incentivize Participation – Leverage social media in ways that incentivize your audience to participate
- 17. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 17 02. SOCIAL Incentivize Participation – 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
- 18. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – 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
- 19. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – 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
- 20. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – 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
- 21. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – 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
- 22. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – 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
- 23. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – E.G. LOW’S “#HYPERMADE” SHOW & TELL – Instagram videos that demonstrate quick, creative home projects 23 Agency: BBDO – View Work
- 24. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 24 02. SOCIAL Incentivize Participation – 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
- 25. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 25 03. EXPERIENCE Convert to Action – Digital version of your retail environment that converts your audience toward an action
- 26. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 26 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
- 27. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 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
- 28. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 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
- 29. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 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
- 30. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 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
- 31. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 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
- 32. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 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
- 33. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 33 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
- 34. 2016 | DIGITALMARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 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
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