Tag Archives: Digital media

Earn a FREE Pass to The Media Insights & Engagement Conference – Become a Guest Blogger

Earn a complimentary all-access pass to The Media Insights & Engagement Conference 2015by serving as a Guest Blogger at the event. As a Guest Blogger, you’ll have access to the event’s comprehensive agenda attracting the best in insights from around the world, right in San Diego, California in February.
You’ll get a free pass to the annual Media Insights & Engagement Conference plus exclusive access to a networking community and on-demand webinars, to help you grow and learn throughout the year.
Guest Blogger responsibilities will include submitting one post per week to the Digital Impact blog between now and the conference and attending specifically assigned sessions at the event and blogging live or same day.
By participating as a Guest Blogger leading up to and at the event, you’ll receive an all-access pass for the entire event, taking place February 3-5, 2015 at the Westin San Diego. In addition, Guest Bloggers are responsible for their own travel and lodging. Learn more about the event by visiting our website:  http://bit.ly/1s6bjb0
Apply today by sending your name, title, company, short biography and links to your blog or writing samples, along with a few sentences about why we should choose you to be our 2014 Guest Blogger to Amanda Ciccatelli at aciccatelli@iirusa.com. We will review your submission and contact the chosen Guest Bloggers directly with more details.
All readers of our blog receive an exclusive 15% discount off the standard registration rate with code MEDIA15BL Register here:  http://bit.ly/1s6bjb0
We hope to have you join us in San Diego!
Cheers,
The Media Insights & Engagement Team
#MediaInsights15
@_MediaFusion
Digitalimpactblog.iirusa.com

REVOLT Audience Insights & Strategy VP On Engagement in the Digital Media World

Next up, in The Media Insights Interview Series brought to you by The 2015 Media Insights & Engagement Conference, we were lucky enough to catch up with Jake Katz, VP, Audience Insights & Strategy at REVOLT. He shared with us some of his key insights into audience engagement strategy in the growing and evolving digital media landscape.
This year, The Media Insights & Engagement Conference gives you an up-close, contextual view on the changing media experience to create better engagement strategies informed by actual viewing behaviors. This event gives you an opportunity to explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape, advance new insights and create future partnerships. This event is playing host to companies with some of the highest purchasing power in the industry, many of which spend more than $2.5 billion annually on advertising.
IIR: What has been your most successful audience engagement strategy?
Katz: Make your consumers owners. In building a TV network from scratch, some of the biggest strategic challenges fall within understanding how a content brand lives and engages across screens and platforms. When launching this brand, REVOLT launched on Twitter almost a year prior to the channel actually going live on linear. We had a constant dialogue with our target audience on Twitter, that leading up to our linear launch, built advocacy. Many folks call our 15-29 target narcissistic, but what is often less celebrated in the press is that by asking for their input, the Millennial/Post-Millennial audience then has a shared responsibility of your success. That said, REVOLT was a top trending topic the first night it launched the actual network on TV.
IIR: How has the new 2-screen environment affected TV advertising?
Katz: Historically the TV business drives off of presenting itself as a reach vehicle within the advertising community. The reality of our target audience is that TV content continues to drive the pop culture conversation, but is watched across many different screens at many different times around its actual premiere. Our vision at REVOLT is that in a world where viewers value social media as much as they value traditional media, TV is where you spark “engagement” and when your content creates dialogue in social, digital is where you check the box of “reach” and “frequency.” Multi-tasking media behaviors are an opportunity, not a dilemma.  
IIR: How do you synthesize data to make it more meaningful?
Katz: Given that our world now moves at the speed of social media, no matter what category you play in, we are now in the business of understanding “why” not “what.” By the time you have identified “what,” it is too late. Consumers are super-served, if not overwhelmed with messaging and content, so marketers must understand how they can tap into relevance subconsciously but project a POV in their positioning. This means my job as a strategist is not to inform what the audience wants through a series of PPT charts, but study in to and strategize around the psyche, motivations, and drivers of the culture + conversation we are seeking permission to enter.
IIR: What does the always-on shopping trend mean for your business?
Katz: It used to be that you would engage a target a consumer a certain number of times so that when they were in purchase-mode, your offering would be top of mind. The rise of online shopping has made it so that now your target consumer is always in purchase mode, and furthermore, expects a shorter distance between discovery and purchase. The always-on shopping trend means that our ad-partners must message to our target audience as if they are in research mode, subtly prompting them to continue the journey of consumer curiosity online. 
IIR: Can you tell us a little bit about what to expect at your session, ‘Post-disruption, the New, New Media Landscape: How to Do it’?
Katz: To launch and build a TV network for 15-29s in 2014, I cut to the truth of the Millennial conversation and uncovered actionable new rules of consumer engagement through our insights initiative, Road to Truth. As we kick off 2015, I have just launched our next insights project called Code of Content. Why? Because the evolving media landscape demands more than just traditional media placements, and as a result, compelling content marketing is king when it comes to engaging the Millennial audience.
If “the medium is the message,” we need to understand how brands live in a world of many screens and platforms ‘ not just for our brand, but to answer questions throughout the industry and across categories. Through Code of Content’s expert interviews, surveys, and ongoing mobile 
ethnographies, we are decoding these four Ms of content marketing:
1.       Motivation:Underlying emotional and functional content needs among 15-29s
2.       Medium: Pushing culture through the lens of various distribution platforms (e.g. TV, social media, digital, apps)
3.       Mode:Content format (e.g. A tweet, pic, gif, video clip, episode)
4.       Message:Content purpose, tone, and characteristics
Want to hear more from Jake? Don’t’ miss his session, ‘Post-Disruption, The New, New Media Landscape: How To Do It’ at The Media Insights & Engagement Conference at 10:00 am on Thursday, February 5, 2015. To learn more about this event or to register, please visit our website:  http://bit.ly/1z7uPDS

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Your Exclusive Look at The Media Insights & Engagement Conference Speaker Line Up

Earlier this year, The Media Insights & Engagement Conference broke records with its inaugural event, uniting hundreds of research and insights professionals across the media industry. In 2015, The Media Insights & Engagement Conference will be your industry’s meeting place to explore new opportunities with insights-rich decision making.
Download the 2014 Executive Summary for a look at what you can expect at The Media Insights & Engagement Conference 2015: http://bit.ly/1yrb5Zt
The Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA

Introducing The Media Insights & Engagement Conference Keynotes to Date:
ROI for Social Media Marketing
B. Bonin Bough
VP of Global Media &
Consumer Engagement
Mondelez International
Build Habit Forming Products
Nir Eyal
NirAndFar.com
Author, Hooked: How to Build Habit-Forming Products   
Making Data More Meaningful
Charles Kennedy
Former EVP, Research & Insights,
NBCU Cable
Entertainment Group
PLUS groundbreaking thought-leadership covering Cross Platform Measurement, Research & Insights, the Future of Content, the Changing Face of America, New Disruptors, TV Everywhere, Evolving Business Models & Partnerships, Understanding Viewer Behavior and more, from:
  • Bryon Schafer, SVP, Media Research and Insights, Warner Bros. Television Group
  • Dave Kaplan, VP, Bravo Media Research, NBCUniversal
  • Jake Katz, VP, Audience Insights & Strategy, Revolt TV
  • Tony Marlow, Head of Category Insights, Yahoo!
  • Stephanie DiVito, Director, Audience Research, ESPN
  • Christian Kiugel, VP, Consumer Analytics & Research, AOL
  • Graeme Hutton, SVP, Group Partner, Research, Universal McCann
  • Karen Ramspacher, SVP, Research and Insights, Participant Media
  • Ashlee Gouldstone, VP Research, NBCUniversal
  • Justin Fromm, Executive Director, Research, ABC TV

Don’t just take our word for it, see what the industry’s had to say:

“This was indeed the best conference I’ve attended in the past 5 years.” – Daniel Marcu, VP, Research & Insights, IFC
“You know the standard saying about conferences, ‘i.e. “if I take home one or two new ideas, this will be worth it?” Well – I think this sets a new standard. I’ve got three or four new ways of thinking about my work, communications and the world.” – Barry Stoddard, Vice President, Research, Disney ABC Television Group

Mention code MEDIA14BL & Save 15% off the standard rate. Register Today: http://bit.ly/1yrb5Zt

Cheers,
The Media Insights and Engagement Conference Team
@_MediaFusion
#MediaInsights15 

Free Webinar: The Consumer Reaction of TV Shows Going Global – Illustrated via Social Analytics

TV shows have always spread internationally – especially between USA and UK, but never has more data been available to help compare how they are received by consumers across different countries.
Today, social data and analytics can help review UK reactions to Walking dead, House of cards and even Netflix entry into the UK vs local player LoveFilm. Are these brands received as enthusiastically in the UK as they were in the US?

Join a complimentary webinar on Wednesday, July 23, 2014 at 1:00 PM EST with presenter Pernille Bruun-Jensen, NetBase CMO, to learn more about how Social analytics can help provide global insights for media and entertainment going forward.

Pernille is a well-rounded international business professional and operator who has lived and worked around the world, and who ‘gets the challenges of brands. She led the dramatic turn-around of Intuit’s UK operation as General Manager and Global CMO, delivering double digit growth on all dimensions, and winning #1 Best Small Workplace. She has extensive CPG experience from J&J and Kraft/General Foods.
Register for the webinar today: http://bit.ly/1sf7yP7
Plus, do you want to hear more on this topic? Attend The Media Insights & Engagement Conference in San Diego, CA February 3-5, 2015. This event explores new opportunities with insights-rich decision making. Register here: http://bit.ly/1qApCPO

Report: Mobile Technology is Transforming the Face of Creativity and Design

The New Creatives Report, a U.S. survey of more than 1,000 creative professionals and 500 students in creative disciplines, found that 77 per cent of creatives believe change within the industry is happening rapidly, with two-thirds expecting their role will be significantly different within three years.
Additionally, 87 percent of those who create mobile content believe doing so has had a positive impact on their work. ‘Creatives are going mobile, and this means a sea change for the creative process,’ said David Wadhwani, senior vice president and general manager, Digital Media Business Unit at Adobe.
While a third (36 percent) say they rely on pen and paper for brainstorming, 42 per cent say they use mobile to create content anywhere. Not to mention, 80 percent respondents believe they must learn new tools and techniques and three quarters say that creatives must now work across multiple mediums and disciplines.

According to Wadhwani, “Three in four creatives say that mobile is transforming the face of creativity and design. Nearly triple the number of creatives say they want to use a tablet for idea generation than those who are doing it today. It’s exciting to see that it isn’t only the opportunity to create content for mobile, but also the act of being mobile that these professionals are embracing.’

Check out the full report below:

How NASCAR is Using Social Media to Enhance the Fan Experience – Complimentary Web Seminar

In association with HP Autonomy, The Institute for International Research invites you to join us for a one hour complimentary web seminar, ‘Driving on the Winning Track with Innovative Customer Engagement: How NASCAR is Using Social Media to Deliver a Dynamic and Engaging Fan Experience.’
The web seminar is taking place Tuesday, April 29th from 1:00 ‘ 2:00 PM (ET)
Presenters include:
Sean Doherty, Director of Digital and Social Media Engagement, NASCAR
Daniel Burke, VP of Multichannel Analytics, HP Autonomy
Reserve your webinar seat now at: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw
Please mention priority code: 00UWKCE0D
The rapid explosion of social networks and other media outlets has made it very difficult for marketers to monitor, understand and address all that’s being said about their products and services. And this data is becoming so important, as it contains customer insight and growth opportunities that have yet to be identified.

Join us on this webcast and learn how NASCAR, the sanctioning organization for stock car racing, is using its innovative Fan & Media Engagement Center to easily gather, analyze and leverage social and traditional media content to enhance the fan experience and drive revenue growth.

This webcast will be recorded if you can’t attend the live session. Please register and we’ll send you a link to the recording.

Learn how NASCAR is using its state-of-the-art interactive Fan & Media Engagement Center to:

  • Monitor all forms of media including social and traditional networks
  • Extract meaning and sentiment from all types of social media
  • Discover and act upon emerging trends and opportunities
  • Deliver a more targeted and engaging fan experience
  • Respond quickly to issues and repair damage

Don’t miss this presentation! Register now: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw

Customer Experience Conversations: Nestor Portillo

In this next post in our Customer Experience Conversations series, we sat down with Total Customer Experience Leaders Summit’s speaker Nestor Portillo, Director, Social Communities and Customer Experience at Microsoft who shared his best customer experience, the importance of empathy, and how social media has affected customer experience today.
In April, TCEL will explore these topics and the all of the new realities of building brands and relationships in today’s socially driven and data abundant world. The event will shine an important lens on the power of insights and the critical need for marketers to focus on factoring emotion into the bigger equation to get a return on customer relationships. Your experience at TCEL will include three full days of high-level visionary keynote presentations and in-depth case studies illustrating linking insights & data, data measuring & mapping, design thinking, synthesize intelligence from B2B and B2C companies across verticals, disciplines and cultures to march forward with a sound total customer experience plan.
Here is what Portillo had to say:
IIR: Describe your best customer experience.
Portillo: My best customer experience was with Wells Fargo few months ago. I’m not sure if this is a common practice everywhere or not (if don’t it should), but my experience with them when deactivating my debit card (lost it) and getting a replacement was awesome.
First I will say, it was flawlessly and fast which is something that I was expecting however what really surprise me was that the whole interaction was extremely effortless on my side and once the case (card replacement) was completed, I got a print out with the name of the agent who managed my case, his manager name, their contact information, a summary of the transaction, a summary of what to expect next including timing and also a promise to follow up with me a week after which took place as promised.
What made it a different experience was the low level of effort required from my end and the high level of accountability demonstrated with the print out. You don’t always you proactively get a written commitment about what to expect and on top of that the names/phone and emails of the people accountable for make it happen.
IIR: How is empathetic leadership changing leadership in customer experience today?
Portillo: I would say it is becoming more important than ever. Companies are pushed to deliver on revenue expectations while reducing costs; this makes customer experience a key piece in the operational model to achieve these 2 goals (revenue and operational efficiency).
IIR: Why are empathy and emotion so important in when it comes to customer experience?
Portillo: In my opinion, customer experience is a combination of emotions, memories, expectations, needs fulfillment, timing and effort. All of these are important add-ons to your product or service. So, in order to deliver a great customer experience, it needs to have a high degree of empathy and emotion because the interaction goes beyond product functionality or a feature explanation. You need to engage with empathy because for customers it is no longer a transaction it is about them and their feelings that you care.
If you operate in a business that has low switching costs, then customer experience is your key differentiator or competitive advantage to drive loyalty and keep your market share. Think about cable or cellular services. They all have low switching costs, which means that the real differentiator is the customer experience.
IIR: What are the key traits of a great customer experience leader?
Portillo: I think a great customer experience leader is a person that embrace responsible innovation because customer preferences are evolving as fast as the technology evolves; is a change agent because you need the whole organization onboard and is a customer centric person because customer needs to be at the center of what processes, technology, procedures are trying to address or serve.
IIR: If your customers have a bad customer experience, how do you reconnect with them moving forward?
Portillo: It is very well known that takes years to build trust and seconds to destroy it. Keeping that in mind if your customer had an unpleasant customer experience you are now back to square one and need to rebuild trust. You can reconnect with them by acknowledging what was wrong and telling them what you are planning to do differently from now on. While this may sound easy, this requires high level of transparency and empowerment to truly change things or do things differently!  
IIR: How has the digital revolution changed the overall customer experience?
Portillo: I wouldn’t say changed, I will say changing because the digital revolution is pushing companies to embrace the concept of ‘Omni-channel’ as more and more customers want you to engage with them where they are, when they want and how they want.
Traditional inbound channels are rapidly getting replaced by mobile, social networks and lately with wearable’s devices. With the new ‘Internet of things’ where now you have a variety of devices that customer are using to connect with your company, this demands a consistent customer experience regardless the entry point and this is where the Omni-channel concept becomes more and more important.     
IIR: How do you utilize Big Data to gain the fullest possible understanding of your customers?
Portillo: Big Data is definitely a differentiator, while it is getting better defined as we speak, it is in its early stages and companies needs assess how big data may help however companies have to embrace it and get ready ASAP. It needs to become a formal business practice because it can tell you a lot about customer preferences and behaviors so you can better design the customer experience. Because of Big Data’s complexity, it requires specialized resources due to current tools are great aggregating data, trending it but you need analysts behind understanding what that trends means and how it aligns and impact your business strategy or your product.
IIR: Employee recognition can positively influence employee behaviors and cultivate a customer-centric culture. How do you recognize and motivate your employees?
Portillo: Customer satisfaction and loyalty needs to be part of the individual goals and a key component of their performance assessment. You need to tie compensation, bonuses and rewards with satisfaction and experience to achieve great customer experience.
IIR: How has social media affected customer experience?
Portillo: Social media is a megaphone for good or bad customer experiences. In fact, many customers are using social media to put pressure to the companies when their customer experience is poor or to simply ‘shame the company into a response.’ Today customers know that companies are monitoring social channels so they are using these channels to capture their attention when the customer experience is broken or to expedite a response.
But, not everything is about bad experience, there are several cases where customers use social media to praise companies for their customer experience but let’s say that this is less frequent.
IIR: How do you make the connections between experience, brand and loyalty, which together create customer expectations?
Portillo: In my opinion, brand is a promise, experience is your way to demonstrate commitment on delivering on that promise and loyalty is the customer assessment of how successful you are. I don’t think you can create customer expectations, you can identify and meet customer expectations and you need to align those three to meet or exceed their expectations  
Overall, the customer experience leader needs to make sure customer experience is part of the operational agenda and not only part of the PR agenda. If you ask companies how important customer experience is for their business strategy you will get ‘top priority’ as an answer. But, if you dig a little bit and see how many resources are allocated to ensure a quality of customer experience you may get surprised.
Want to hear more from Nestor on customer experience in person? Join him at Total Customer Experience Leaders Summit 2014 in Miami in April. To learn more about the event and register, click here:  http://bit.ly/NnARgO

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.

Survey Reveals Global Views on Customer Experience Goals and Challenges

The concept of customer experience has been around for a very long time, but in the last couple of years it has become a hot topic due to the explosion of digital and social media. It’s all about the shifting balance of power between the customer and the marketer; and with digital media the power belongs to the customer.
Customer experience is truly the key to a customer’s heart ‘ that is why it’s a hot topic today. Brands and marketers cannot dictate how customers think about brands, so the only way a marketer can attempt to balance out this power shift is to influence the customer experience. 
Creative Virtual, a provider of customer experience self-service solutions for global enterprises, recently released the findings of its first survey on global customer support challenges. The survey posed questions about customer support goals, current practices, future intentions and technology usage in the customer service market. The report, ’2013 Global Customer Support Outlook Survey,’ reflects global views on how companies are tackling the customer support experience. This includes present challenges, budget allocations, contact volumes, and usage of technology to augment their customer support efforts between 2012 and 2013.
‘It’s important to gain perspective on how companies are assessing the customer experience by taking a look at where they are dedicating time and resources,’ said Chris Ezekiel, Founder & CEO of Creative Virtual, in a statement. ‘The data starts an intriguing dialogue amongst organizations if they can identify gaps and opportunities in their customer playbook and act accordingly.’
With contact volumes increasing across channels, companies put customer experience at the top of their list rating several key goals as extremely important. The top five goals for EMEA are:
1. Improve customer experience (68%)
2. Resolve customer inquiries faster (55%)
3. Increase usage of self-service tools (40%)
4. Increase customer engagement (40%)
5. Reduce call and chat volumes to live agents (38%)
In addition, results in North America were similar:
1. Improve customer experience (79%)
2. Resolve customer inquiries faster (60%)
3. Obtain better data for measuring customer satisfaction (55%)
4. Increase usage of self-service tools (49%)
5. Increase customer engagement (40%)
‘These sentiments provide insight as to how businesses are executing against their key goals as it relates to specific challenges within the customer support channel,’ said Ezekiel. ‘The survey explores how companies are responding by revealing how increased contact volumes fuel the need for a multichannel strategy, budget allocations, and newer technologies such as virtual assistants to manage the customer experience.’
For the complete results, click here: http://info.creativevirtual.com/UKcustomersupportsurvey

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc

France considers tax for Google, Yahoo and Facebook

BBC reports that Google and other net firms could be taxed under plans being considered by the French government. The money could be used to fund legal alternatives for buying books, films and music on the internet. But critics say the tax would be difficult to implement and Google says it could slow down innovation.

Learn more: France considers tax for Google, Yahoo and Facebook

What do you think of France’s move to tax net firms? Will it not only slow innovation but thwart attempts to find new and effect business models?

We’d like to hear your thoughts.

Digital advertisment pays off for Delta

From February to mid-June of 2009, Delta worked with Digitas to more effectively target it’s potential customers of international travel. They worked with Digitas to reach these customers through digital mediums at places of high traffic such as ferry terminals, health clubs, gas stations and cafes, to increase awareness of Delta as an international carrier.

The success of the campaign was substantial:
– Awareness of Delta as an international carrier increased by more than 28%.
– Among business travelers, the perception that Delta “flies to the international destinations you want to go to” increased 26%.
– The percentage of people “very likely” to recommend Delta to friends, family or colleagues increased by 61%.
– 32% of those who noticed the screens (index of 695 against U.S. national average) fit Delta’s income demo.
– Those who noticed the screens were frequent travelers who had an average of 5.2 business trips a year.
– Overall awareness of Delta increased by 15%

Have you begun to target your potential customers digitally? What are your goals when doing so? How have you best found a way to measure that?

Source: CNN Money