With so many stories on TV, how can you keep up with TV? I think the big question is figuring out how to integrate a continual check-in and make it habitual. How do we make it part of our daily consumption of information? Frankly, that is a harder step for older marketers to make (and by older, you probably have to think anyone above 16).

Organizations need to rethink how they can pump the consumer conversation into their communicators and marketers in a way that is going to culturally transform how these communicators and marketers approach their day-to-day lives.

One thing Tribal DDB is working on is building the data visualizations that bring TV5 site more experiential and social media-friendly. The agency’s direction is to offer a Web experience beyond TV5 celebrities and program schedules by highlighting interesting stories about the programs and the personalities. New experience must also be captured by the interactivity of the new design.

The goal is not just to engage with users, but to do that in a visual way that will have a deeper and transformative impact on the new web-site design of TV5. Again, it’s about making these conversations a part of people’s daily experience—the same way turning on the television is.

“We knew then that it’s not just a matter of creating new sites. It’s not a matter of designing; you have to come out with an experience so people will see the new TV5 branding,” Tribal DDB managing partner Chewy Chua told this columnist.

Managing director John Lucas furthered: “If you look at their current site now, it is very static and, at the same time, it’s really featuring other talents, celebrities. We told [our client] that TV5 has been gaining higher ratings because of the network’s new programs. We believe that we must actually highlight the programs, talents and celebrities on the web site. [Because we believe] that when people go to the web site, it’s not enough that they know the information of the program schedules, but they must be enticed to watch TV5.”

There are many opportunities to drive value there, too, in terms of identifying alignment with the new web-site attributes, finding interest in the site, or just understanding what is relevant in the cultural space.

“Our creatives and our design are not limited to [just] nice images. There’s also a strategy [deliver more of what’s expected] and we recommend the right technology for the site. Not just the kind of technology but creative innovation [as well],” Chua said.

Absolutely. Good web-site design is an important part of virtually any communication, and social media is a platform for communication. The key is to make sure the design is appropriate to the platform. Good design has nothing to do with being pretty. You want people to be able to get in and get you. You want to make it simple and easy for them to engage.

“Crucial here is that the user should experience the site and not just breeze through it or browse it,” Chua added. An informative and well-designed web site is a creative means through which to foster engagement with audiences. The message should be embodied in the campaign, and more important, the culture of the company.

Getting the message out often is important in all forms of media, not just traditional marketing. That means that to maximize your digital efforts, you need to develop strategies that will put your messages in front of your audiences as often as possible.

For me, traditional marketing was all about increasing brand awareness. Today, I make the argument that social media marketing is all about increasing brand awareness—but also about moving from awareness to engagement to, ultimately advocacy. By having conversations with consumers, we’re creating relationships that, on paper, translate into greater ROI—an increase in customer loyalty.

Tribal DDB emerged victorious after winning the new TV5 pitch inclusive of its new web-site design. Participating agencies were Havoc and Wolfpac. The Tribal team credits goes to Creative: Daffy Jonson (executive creative director), Lui Rufino (copy group head), Sam Ramos (art director) and Giz Bautista-Quinajon (art director); Accounts/Strategy: John Lucas (managing director) and Chewy Chua (managing partner); Social Media: Eric Peña (social media director); and Melissa Limcaoco (president).