Around the Bend: A Look at What’s Ahead in Digital Media

Sponsorship marketing has experienced a dramatic shift in the way that properties and brands can engage audiences online. Those on the leading edge of this change can see the potential on the road ahead, but are also keenly aware of the traps and speed bumps that can slow down their progress. Today, TrojanOne‘s Director of Digital Media, Mark Stewart shined a light on what’s ahead for sponsorship marketing within the digital landscape and gave delegates actionable strategies and tools that brands, properties or events can use to drive better relationships and measurable results.

Consumers are now in a “digital first” world. The days of cracking open the dusty encyclopedias are over; the days of Google searches are the norm. The big question Mark tackled today was not “What,” but “Why” this shift only continues to grow, and what you can do to really “hit the gas.” Below are some of Mark’s key lessons that will help inform and inspire you to be the innovators:

Apps vs. Mobile Web: Apps are quickly over-taking the mobile web in terms of usage, but are expected to peak in 2013. With pros and cons to each, the golden rule for mobile apps is simplicity, usability and accessibility. Arguably as important, there are all kinds of devices out there today that consumers are using and your apps need to be optimized across the board — there is no one size fits all. Have you checked out how your website performs on your BlackBerry, iPad, or iPhone? Ensure your website performs on these devices as the world moves deeper into the “digital first” world.

Localization: A.k.a. Location-based technology. “Checking in” on your mobile is a great way to build community and loyalty with your customers by offering discounts, coupons and engagement.  Tip: Combine “checking in” with a QR code — this is an innovative strategy that is slowly replacing your old rewards cards and building your digital wallet. State your claim. Give value. Reward participation. Be local. Be social. Be mobile. Combine real-world and digital engagement.

Social Commerce: The trend is really about decision making and finding the best value. “The key is harnessing the power of world of mouth,” said Mark. (Example: Levis has added “like” buttons across their whole website, allowing consumers to share their finds with their networks). Do Groupon, Living Social or Team Buy sound familiar? Yes, these daily deal providers are social commerce at its best. Take advantage.

Gamification: You are going to see a lot of gaming aspects brought into the newest technologies. Humans are pre-dispositioned to psychological variables — points, levels and challenges are all psychological motivators that keep people engaged. Mark recommends being mindful of visual clues, rapid feedback, multiple goals, status rewards, outreach (prompt to return and re-engage), adding uncertainty/mystery, and fostering collaboration and engagement with other game users.

Real Time: With the “digital first” nature of today’s society, real time is an obvious technology. Considering the following touch points will allow you to “hit the gas” and turn real time into brand enhancement and innovation: Find your targeted prospects now. Track industry trends. Seek instant feedback. Provide best-in-class customer service. Track, analyze and adjust.

Faster and Smarter: This is really about changing old business models and is a fundamental shift in the way consumers are operating. Think digital stores and tweeting your food order.

Fair and Balanced: This is about brands taking a journalistic approach and creating stories.  Identify, organize and share these stories. Check out The RED BULLETIN, Canadian Tire Hockey School or the Hot Wheels Live website for some great examples.

Mark left his audience with five things to do today:

  1. Test your mobile site
  2. Claim your location (check in!)
  3. Focus on the goals not the tools you’re using
  4. RSS @mechastewfeed
  5. Play, explore, laugh

And after you do those… Follow Mark on Twitter @mechastewart for his daily insights on “What’s Around the Bend in Digital Media” in 140 characters or less!

Listen, Measure & Engage in Social Media

Social media is an important tool that companies and properties alike can use to connect with their audience, but engagement is about much more than simply being present. Dave Thomas from Radian6 took the stage today to discuss the importance of listening, measuring and participating in a social media program.

If Dave could leave delegates with only one thing to take away from his presentation today, he’d hope it would be to focus on the fundamentals. Lucky for me, I took away a little more and would love to share it with you.

“Only you understand your business,” says Dave. Everyone has an opinion about social media and it is important to figure out what works for you and your business. Social media has forever changed the way people and companies communicate. Speaking through press releases is no longer enough; people expect to communicate with human beings and as human beings.

Below are the top key learnings that resonated with me from David’s presentation and will help you “rev up” your social media ROI:

Number one: Listen. You need to know how to make it about “them,” not you.

Plan. Social media is only effective with it ties into your business objectives.

Engage. Talk to people the way they like to be talked to. Share information that they will find useful and give people something they want. Dave uses the analogy: how many people “liked” a business Facebook page because they love to read their press release? (No surprise, no hands!) Whether it’s a business blog, Facebook page, or Twitter feed, the reality is people engage because the like their content. Key learning: Tag it, excerpt it… infuse it with the “Google juice!” Think about how you can best optimize drive to your conversation

Analyze. Are your social media activities providing any value? Do you have what people want?

Integrate your findings into your strategic planning process.

Understand the value of your time. Analyze how much you spent compared to how much you sold.

Start with campaigns vs. understanding the ROI of your entire marketing department. That’s a realistic number that you can attain and plan for in a reasonable amount of time.

Make your campaigns trackable.

Be realistic.

Follow Dave on Twitter @DavidBThoms for more insights! You can also find his presentation on slide share.