Post on 11-Nov-2014
description
2011: the advent of
Social Brands
Brant Emery
February 7, 2011
techMAP Amsterdam
Every once in awhileFacebook makes all 500 million of those
people switch to a new layout
© The Oatmeal www.theoatmeal.com
2010
Push from the top
Groundswell change
Tech
Cost
So what have the Romans ever done for us?
• Cost
Credit Crisis
© Monty Python’s Life of Brian, 1979
Brands • Smaller marketing budgets • Moving away from traditional media advertising• Digital – video exploded (Old Spice)• Diversified budgets across specialist agencies• Marketing innovation providing competitive
differentiation • Changing from ‘buy what we sell’ to ‘make what I want’
Consumers• Tried new things, like store brands and they weren’t
disappointed…• Don’t want ultimate choice (the Starbucks lesson)
And technology…
Brought us closer to each other.
People sharing accessible and visible content that represented their beliefs, interests, values and experiences.
We call it social media.
We’re moving towards
Social Brandspowered by…
////The Truth™
Jonathan Baskin in Advertising Age states – marketers have a ‘truth gap’.
Case: Domino’s Pizza Turnaround
• Truth is a powerful tool• Requires consistency • Real insight – not assumptions• Test your campaign ideas Jack Nicholson, A Few Good Men, 1992
////////More than fans…Promoting people’s passions!
Example: Chictopia• Thousands of girls
blogging daily new outfits and styles
• No resistance to naming each piece by brand and linking to online shops
• Obvious trendsetters• Influential, honest and
active
Facilitate their lifestyle and they will facilitate your brand!
Screenshot, chictopia.com
/////////////////Social peer influence
• People's influence on each other rivals online advertising.
• Nielsen Online estimates advertisers created 1.974 trillion online advertising impressions, compared to the 500 billion impressions people make.
• People's online impressions on each other about products and services are about one fourth of online advertising impressions – but more credible!
////////////////////////////Digital scarcity
Elite, premium, virtual goods, digital products, promotions.
Future? Groupon by location: collect the deal at the business itself, first to arrive gets the best discounts.
© Mr Porter, ‘elite’ campaign example
//////////Using statistics (correctly)
Remember the difference between correlation and causality!
//////////Gamification
Strike! www.alloptions.nl Gaming for recruitment
7
BRAND
THOUGHTS ON
ENGAGEMENT
Don’t think in CHANNELS
Think in CYCLESFacilitate consumers to create the social proof for your brand. Conversation.
Define the brand, not the message.
Flexibility to communicate the brand more effectively, across media and to evolve.
Set clear goals and outcomes. Then iterate as you implement.
A brand strategy needs clear goals, expectations and critical success factors. Not all goals need to be revenue based or short term.
Everything is measureable!
Measurement is critical to continuous improvement and ongoing success. Define your outcomes and expectations.
Buying your product / service should be your customer’s first step, not their last.
The purchase is just the start of your customer’s journey, so make it a good one.
Events rock!(aka How RedBull built a brand leader)
53% of 300 senior marketing executives say event and experience marketing still generates the biggest ROI, viral and brand engagement. (BrandWeek)
Generation branding
Are you communicating your brand effectively to all generations of your consumers?
That’s it, thanks!
Brant Emery
rentabrant.com
Twitter: @brantemery
Remember, technology is moving fast, but as marketers you must not forget that your market may not be moving at the pace you think. Don’t operate on assumptions.