While having a conversation about the possibilities of the semantic web with my creative colleagues Heath and Reid, Heath started talking about the idea of a web of empathy. Reid framed it up further - empathy decodes what users seek; the connections we strive to foster. I believe it shows us how advertising will progress.
Below you’ll find a scorecard I put together with the intention of helping brands navigate the coming information landscape. Use the scorecard to look at how a brand is interacting with individuals via their information. Overall, you’ll see that brands need to do much more with their information to better position themselves to foster deep connections and build brand empathy.
Head over to the Campbell Mithun blog to download a PDF version suitable for printing.
To build empathy (by delivering empathy) in this new landscape a brand should start with 3 things. First, a brand must be open to the information of its consumers. Is it easy for users to share their information with a brand? Does the brand let users log in via identity providers (FB, Google,LinkedIn) so that content can be tailored to their needs. Brands need to be comfortable with this new identity model.
Second, a brand should focus on how to distribute their content. Most brands have content strategies, but must also internalize that their content can live in environments beyond their own. Beyond a strategy for distribution, brands should apply semantic formats (or even supply an API) so that other services, sites, and apps can use your content in new and exciting ways. A brand’s information can be advertising itself.
Finally, a brand must seek to provide relevance by using the context of the user to affect the experience of every brand touchpoint. That is, brands should use the information that’s available to tailor the brand experience. If a user is providing a location - use it to streamline their search. If a user is coming to a deep link from an organic search or a social share - use that information to inform their experience with your content… don’t just track it.
I hope you find this scorecard useful.