21st century brand management: how to increase relevance to social network-enabled customers
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Transcript of 21st century brand management: how to increase relevance to social network-enabled customers
Making Disruption Profitable™
Web 2.0 and Social Networks:Web 2.0 and Social Networks:
Managing Brand Opportunity and RiskManaging Brand Opportunity and RiskManaging Brand Opportunity and Risk
1Web 2.0 and Social Networks: Managing Brand Opportunity and Risk5/26/09
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Disruption Means Opportunity and RiskDisruption Means Opportunity and Risk
25 years of advising leaders on
disruptive technology tells me Web
2.0 will be the most challenging yet.
Social networks transform how
we form and manage relationships..
and how we make buying
decisions.
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Opportunity
• Passion &
engagement
• Product
development
partners
• Defenders
Opportunity
• Passion &
engagement
• Product
development
partners
• Defenders
BrandsBrands’’ Responses to Empowerment Will Drive Responses to Empowerment Will Drive
ValueValue
BrandsBrands
Risk
• Destructive user-
generated content
• Customers are
everywhere
• Major media
collaboration
Risk
• Destructive user-
generated content
• Customers are
everywhere
• Major media
collaboration
Don’t be a brand customers love to hate
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Brand RiskBrand Risk
Fried Chicken Head Found in McDonald’s Wings,
Forever on YouTube
More
click
here
More
click
here
4Web 2.0 and Social Networks: Managing Brand Opportunity and Risk5/26/09
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Brand OpportunityBrand Opportunity
“A company this size.. is about millions of people
coming up with ideas” - Michael Dell
More
click
here
More
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here
5Web 2.0 and Social Networks: Managing Brand Opportunity and Risk5/26/09
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Brand RiskBrand Risk
More
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here
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here
Fortune 500 Firms Well Represented on Baby
Product Carcinogen List
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Brand OpportunityBrand Opportunity
Allowing Customers and Employees to Create
Products, Drive Experience
More
click
here
More
click
here
7Web 2.0 and Social Networks: Managing Brand Opportunity and Risk5/26/09
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Brand RiskBrand Risk
Employee Video Erodes Billion Dollar Domino’s
Brand - Worldwide
More
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here
More
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here
8Web 2.0 and Social Networks: Managing Brand Opportunity and Risk5/26/09
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Brand OpportunityBrand Opportunity
MyStarbucksIdea Generates 700,000 Ideas, 25
Products in One Year
More
click
here
More
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here
9Web 2.0 and Social Networks: Managing Brand Opportunity and Risk5/26/09
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Rat Hoard Overruns Manhattan KFC,
Immortalized on YouTube
Brand RiskBrand Risk
More
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here
More
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here
10Web 2.0 and Social Networks: Managing Brand Opportunity and Risk5/26/09
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Brand OpportunityBrand Opportunity
More
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here
More
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here
Facebook’s Radical Approach - Tapping
Users to Do All the Hard Work
11Web 2.0 and Social Networks: Managing Brand Opportunity and Risk5/26/09
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Brand RiskBrand Risk
More
click
here
More
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here
“Thank you for playing, ‘Botulism’.. we have some
lovely parting gifts for you!”
12Web 2.0 and Social Networks: Managing Brand Opportunity and Risk5/26/09
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Brand RiskBrand Risk
Pharmacists: “Customers Bitches, Wish
They Would Just Die”
More
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here
More
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here
13Web 2.0 and Social Networks: Managing Brand Opportunity and Risk5/26/09
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Two Sides of Web 2.0Two Sides of Web 2.0
Opportunity
• Closer customer
engagement,
• Authentic passion for
brand
• Faster product
development
• Greater profits
Risk
• Brand embarrassment
• Brand erosion
• Customer indifference
• Unwanted exposure
• Negative activism
• Lower profits
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Key Questions for Brand ViabilityKey Questions for Brand Viability
How should brands relate to this vast
customer-driven ecosystem?
How can brands make ‘losing control’ an
advantage?
How can management minimize missteps
while testing the waters?
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Christopher S. Rollyson and AssociatesChristopher S. Rollyson and Associates
• Deep roots in management consulting and marketing
• Experts in disruptive innovation and transformation
• Tools: Social Network Roadmap, Executive’s Guide to Web 2.0
• Strategy and execution for game-changers: Java, e-business,
SOA, Web 2.0, social networks
• Thought leaders: 3 blogs ranked in top 10 of their categories
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Solutions:Solutions: Web 2.0 Brand Management Web 2.0 Brand Management
Customer Social Network
• Stewards of experience
• Value-add drivers
• Continuous interaction
• Advocate & defend
Brand Management Team
• Stewards of business
• Productize value
• Continuous innovation
• Promote & protect
Brand: not only what you say it is… what they say it is
B r a n d O w n e r s h i p
21
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Solutions:Solutions: Web 2.0 Product Development/Innovation Web 2.0 Product Development/Innovation
• Transparent conversation
• Many-to-many, real-time, always-on
• Customer experience focus
• Facilitated by Marketer
CCCC
CC
CC CCCC
CC
MM
CCCC
CCMM MM
Engagement + Ideas + Action = Profit
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Solutions:Solutions: Web 2.0 Disaster Recovery Web 2.0 Disaster Recovery
• Understand risks
• Proactively build capability
• Trust customer advocates
to defend their brand
• Poise builds brand
Consumer
empowerment
Consumer
empowerment
Emerge from disasters with more credibility
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Solutions:Solutions: 3-Step Web 2.0 Pilot Program 3-Step Web 2.0 Pilot Program
Perceive the Web 2.0
ecosystem around
your brand
Understand your
readiness to engage
the ecosystem
Phase 2: Web 2.0
Readiness
Phase 1: Web 2.0
Ecosystem Audit
Phase 3: Web 2.0
Implementation
Learn quickly while
reducing risk with our
fast-cycle pilot
portfolio methodology
Our approach makes adopting Web 2.0 manageable
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Solutions:Solutions: Social Network Life Cycle Model Social Network Life Cycle Model
Know what to expect and how to lead
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Key Answers for Brand ViabilityKey Answers for Brand Viability
• Consumers are out… Prosumers are in… no going back
• Products are out… experience is in
• You must make your brand a true experience… by sharing
ownership
• Many brands will not get this… and will disappear
• Applying disruption to established business is not easy…
but it is manageable when you manage risk
• Everyone will have to do Web 2.0… why not start today?
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Action Steps for Brand ViabilityAction Steps for Brand Viability
• Learn more: how the Social Network Roadmap helps brands
– http://socialnetworkroadmap.com
• Deep dive into marketing transformation issues
– http://globalhumancapital.org/?tag=cmo
• Learn more about CSRA
– http://rollyson.net/consulting/
• Start today… contact us
– phone info
– email info