Video for the Social Web

A brand can accomplish a great deal by listening. It can learn how people feel about the brand and its competition. And it can learn something even more important—what people want and need. Armed with that understanding, it can use video to promote new ideas, show how the brand thoughtfully takes action, and then gauge the response.

Social Marketing Campaigns

People form the sum total of “who they are” through myriad identities—new parent, business professional, distance runner, hobbyist, and so on. People naturally nurture each of these identities through specific activities—and a social marketing campaign is an ideal way for a brand to participate in, and create fervor through, those activities.

Social Network Applications

People engage in social network apps again and again because they offer them something useful, desirable, and outright innovative. They’re particularly well-suited for enthusiasts and specialists with complex needs. And they’ll gravitate toward experiences that make the pursuit of their passion easier or more enjoyable.

Mobile Experiences

The typical owner of a mobile device keeps it within arm’s reach 14 hours a day. And the number of people who own a mobile device and keep it close is increasing dramatically. But the interesting point to consider is this—why are people behaving this way? It’s because the mobile applications they serve up help people get through their day. Think of the ways apps help people plot, plan, and share…or even just pass the time. And think of the highly-specialized needs they meet for highly-specialized audiences—all in the context of a brand. “There’s an app for that!”

And here’s where your brand can provide absolute value: through mobile experiences that convey a meaningful sense of utility, desirability, or flatout “cool factor” to the specialized audiences you want to reach. Win them in the mobile space, and you can win them when they want to make a purchase. (And there’s an app for that, too!)

Digital Retail Experiences

Ultimately, your LiveAreas will nurture and strengthen the connection people have with your brand. And as you know, that kind of affinity can lead to a purchase. When that moment arrives, your digital retail experience must embody the same attributes you’ve infused into your LiveAreas—whether they’re mobile, social, or on the web. People will expect that from you. And they’ll respond best to useful, desirable, and unexpected shopping environments that let them get things done. And understanding of established usability practices is key, as is the understanding that the digital retail experience often starts outside of your brand’s primary web site—and can conclude elsewhere, too.