Digital Media & Branding
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Transcript of Digital Media & Branding
digidigiAindraAindra
Copyright © ian fenwick. All rights reserved
Sustaining your re-branding efforts and delivering on brand promise across all
physical and digital platforms…
Dr Ian Fenwickfounding partner digiAindra co ltd
Advisor Sasin Graduate Institute of Business Administration
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG
http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG
http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1
To address that topic, which is the longest I’ve ever seen would take a
truly renaissance man…which I’m really not
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG
http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG
http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1
I’m more like this…
digidigiAindraAindra
Copyright © ian fenwick. All rights reserved
Dr Ian Fenwickfounding partner digiAindra co ltd
Advisor Sasin Graduate Institute of Business Administration
…long-term strategies in digital media
so Iooked at the sub-bullets I’d been briefed with…
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
The long run is a The long run is a misleading guide misleading guide to current affairs.to current affairs.
In the In the long run long run we are all deadwe are all dead..
http://en.wikiquote.org/wiki/John_Maynard_Keynes http://en.wikiquote.org/wiki/File:John_Maynard_Keynes.jpg
“John Maynard Keynes1st Baron Keynes of Tilton1923
and I remembered the words of Keynes, (I was an
economist once)
…really anyone sufficiently foolish
to talk about “long-term of digital
marketing” probably deserves
to die!
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra& btw, I’m not a fortune teller…
although I wish I was.
I have three major topics… doesn’t
everyone?
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
http://en.wikiquote.org/wiki/File:Change.jpg Change by Felix Burton
First topic
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066
Second topic
Copyright © by ian fenwick. All rights reserved
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Wall mural Boulevard Richard Lenoir Overwhelmed by technology? https://secure.flickr.com/photos/chriswaits/5854303759/ by Chris Waits
Third topic
Copyright © by ian fenwick. All rights reserved
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http://en.wikiquote.org/wiki/File:Change.jpg Change by Felix Burton
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
Tectonic Shifts
We know it’s a world of change…But I think we’re living through tectonic
changes that, almost unnoticed, are revolutionizing the world of branding.
Copyright © by ian fenwick. All rights reserved
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http://www.abc.net.au/radionational/programs/bigideas/what-does-our-technology-future-look-like3f/4003568 http://www.internetworldstats.com/stats14.htm#north
In 19981998, 70%70% of the world’s internet users were from the UnitedUnited StatesStates…
by 20102010 it was only 17%17%””
“2011? US ??
Asia ??
Copyright © by ian fenwick. All rights reserved
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http://www.abc.net.au/radionational/programs/bigideas/what-does-our-technology-future-look-like3f/4003568 http://www.internetworldstats.com/stats14.htm#north
In 19981998, 70%70% of the world’s internet users were from the UnitedUnited StatesStates…
by 20102010 it was only 17%17%””
“2011? US
Asia<11% >44%
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
https://www.socialbakers.com/facebook-statistics/ http://techcrunch.com/2011/07/22/more-americans-are-on-facebook-than-have-a-passport/
We can see the changes in the world of Facebook.
Although US is still #1 on Facebook (an American is more likely to be on FB than
to have a passport).What country is #2?[hint: China bans FB]
[hint hint: it used to be Indonesia…but it’s not now]
Copyright © by ian fenwick. All rights reserved
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https://www.socialbakers.com/facebook-statistics/
Yes…#2 is Brazil (that was you next guess wasn’t it?)
And in the top 5, US is the only western, ‘developed’ country.
FB starts to resemble the world.
Copyright © by ian fenwick. All rights reserved
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https://www.socialbakers.com/facebook-statistics/
January January 201020101.6m1.6m
And Thailand’s right there in #16 spotNotice Japan now #21…there used to a
whole literature on why cultural differences made Japanese prefer the
snug, anonymous world of Mixi…wonder what happened?
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
https://www.socialbakers.com/facebook-statistics/cities/
Bangkok has another claim to fame as the city in the world with the largest number of
FB users!Many think this is a bit spurious, maybe
Thais outside Bangkok and Bkk-wannabes & on FB claim to be here.
[take a look at #11 Rio…that’s some FB penetration]
Copyright © by ian fenwick. All rights reserved
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http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-important-demographic-in-tech/258087/
So the internet becomes truly worldwide (almost)…and look at this headline from Atlantic magazine…the prototype of the
nerd is changing too!
Copyright © by ian fenwick. All rights reserved
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http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-important-demographic-in-tech/258087/
…womenwomen are our new lead adoptersnew lead adopters…womenwomen in Western countries use the internet 17% use the internet 17% more…than their male counterparts
men’s men’s role in technology technology adoption adoption continues to be overstatedoverstated“
Intel researcher Genevieve Bell
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
WomanWoman leadlead in • talkingtalking on mobilesmobiles• textingtexting• using skypeskype• using location-basedlocation-based services
• using everyevery socialsocial networknetwork, except LinkedIn
• owning all internet-enabled all internet-enabled devices
http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-important-demographic-in-tech/258087/
Intel researcher Genevieve Bell
readers, healthcare devices, GPS—the whole bundle of technology is mostly mostly owned by women owned by women “
Copyright © by ian fenwick. All rights reserved
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Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html
And see what Rupert Murdoch has to say…
[this was before his people’s alleged mobile phone hacking got an airing;
and before MySpace went so far South]
Copyright © by ian fenwick. All rights reserved
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Technology is Technology is shiftingshifting powerpower away from the editors, away from the editors, the publishers, the the publishers, the establishment, the media eliteestablishment, the media elite
Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html
“Now it’sNow it’s thethe people people whowho areare taking controltaking control..
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
creativescreatives
publishers, publishers, editorseditors
bookstores, news stands, bookstores, news stands, TV/radio stationsTV/radio stations
consumersconsumers$$$$$$
eyeballseyeballs
expensive expensive channel, channel, production production & filtering& filtering
modest modest returns to returns to creatorscreators
Traditional Media
But was right, the
media model being over
thrown
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
modest returns to modest returns to creatorscreators
Internet Internet PublicationPublication
Internet Internet DistributionDistribution
Consumers Generate Consumers Generate ContentContent
near free channel, near free channel, free peer filteringfree peer filtering
modest returns to modest returns to creatorscreators
Media for all
ConsumersConsumers Generate Generate ContentContent
Copyright © by ian fenwick. All rights reserved
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http://www.fotopedia.com/items/flickr-4711241023 by fritzonhttp://www.fotopedia.com/items/flickr-4711241023 by fritzon
Now these changes in web composition & media model, may be going almost
unnoticed…but some of their symptoms are not.
I’ll focus on three (doesn’t everyone?)
Copyright © by ian fenwick. All rights reserved
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Stream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/
Copyright © by ian fenwick. All rights reserved
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Uyuni salt lake of Tunupa, Boliviahttp://www.alistapart.com/articles/conversation-is-the-new-attention/
Copyright © by ian fenwick. All rights reserved
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http://www.fotopedia.com/items/flickr-4711241023 by fritzonhttp://www.fotopedia.com/items/flickr-4711241023 by fritzon
is first
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindraDigital is screensDigital is screens
Digital screens
Digital screens
I think almost [weasel word] every digital device has a screen. [now I know I’ll hear
about the ones that don’t]
Copyright © by ian fenwick. All rights reserved
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http://www.fotopedia.com/items/flickr-4711241023 by fritzonhttp://www.fotopedia.com/items/flickr-4711241023 by fritzon
And paper is giving way to screens
Copyright © by ian fenwick. All rights reserved
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http://www.fotopedia.com/items/flickr-4711241023 by fritzonhttp://www.fotopedia.com/items/flickr-4711241023 by fritzon
Btw my point is about paper & screens not old & young…in many countries,
older people are one of the faster growing online segments
But when people talk about their love of paper, magazines & books, I always
wonder how the screen generation will ever get that feeling…
[I have a black vinyl thing with a hole in the middle…is this a record?]
Copyright © by ian fenwick. All rights reserved
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http://www.youtube.com/watch?v=fLPMLJgGsiA&feature=player_embedded
http://www.adweek.com/adfreak/girl-ipad-head-helps-launch-cosmo-guys-app-133806
stay on brand, use screenstay on brand, use screen
And screens really can do so much that paper can’t…things that branders are
only just discovering.[video link is http://i.digi8.us/iPadGirl]
Copyright © by ian fenwick. All rights reserved
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http://www.oliverwyman.com/media/OW_EN_CMT_PUBL_2010_NewDigitalFuture.pdf
Copyright © by ian fenwick. All rights reserved
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February 16, 1997
Internet is the freedom of the brain deadInternet is the freedom of the brain dead
whenever I get an urge to forecast, I think of this piece by Sir Simon Jenkins…
written just 15 years ago
Copyright © by ian fenwick. All rights reserved
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The Internet is one more electronic craze craze that market forces will sooner or later put in its proper context.
…its fanaticalfanatical proponents need the sympathysympathy &
tolerance once extended to EsperantistsEsperantists & radioradio
hamshams.
In the history of science, I would place the InternetInternet well
behindbehind the wordword processorprocessor, the telephonetelephone & the
lightlight bulbbulb…
Internet is the freedom of the brain deadInternet is the freedom of the brain dead
Most often when I use this, I have to explain what an esperantist is…often I
have to explain radio ham too
February 16, 1997
Copyright © by ian fenwick. All rights reserved
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The bookbook is the seminalseminal invention of modern civilisation….
…unchallengedunchallenged, certainly by anything that
electronicselectronics can offer…
The Internet will strut an hour upon the strut an hour upon the stagestage, and then take its place in the ranks place in the ranks of lesser mediaof lesser media
Sir Simon Jenkins, February 16, 1997 Sir Simon Jenkins, February 16, 1997 also cited as January 4 1997 http://sundaytimes.lk/970216/plus5.html http://frogenyozurt.com/2012/04/the-spoiler-an-intelligent-novel-about-the-moral-gap-in-journalism-by-annalena-mcafee/
February 16, 1997
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
The bookbook is the seminalseminal invention of modern civilisation….
…unchallengedunchallenged, certainly by anything that
electronicselectronics can offer…
The Internet will strut an hour upon the strut an hour upon the stagestage, and then take its place in the ranks place in the ranks of lesser mediaof lesser media
Sir Simon Jenkins, February 16, 1997 Sir Simon Jenkins, February 16, 1997 also cited as January 4 1997 http://sundaytimes.lk/970216/plus5.html http://frogenyozurt.com/2012/04/the-spoiler-an-intelligent-novel-about-the-moral-gap-in-journalism-by-annalena-mcafee/
Must make Sir Simon cringe every time he re-reads this. I
tried to find recent comments on the piece by him but couldn’t
Must have been especially cringe-worthy when this quote
was used in a work of fiction last year
http://www.amazon.co.uk/Spoiler-Annalena-McAfee/dp/1846554357
February 16, 1997
Copyright © by ian fenwick. All rights reserved
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http://en.wikipedia.org/wiki/Simon_Jenkins
And Sir Simon does have his wikipedia page, which is more
than I can say!
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https://secure.flickr.com/photos/sketch22/2932308851/ Remember These? By Nathan Boror
But there’s no doubt that screens are beating a paper…few months ago, Encyclopedia
Britannica finally gave up on its paper edition
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https://secure.flickr.com/photos/sketch22/2932308851/ Remember These? By Nathan Boror
The internet is a great phenomena…““Bill Gates email, 1994
Will it cause less personal computers to sell? I think quite the opposite. Less copies of Flight Simulator or Encarta?
But look at this…a Bill Gates email from 1994…expecting that the internet would NOT impact
Flight Simulator or Encarta
they both got canned this year
Copyright © by ian fenwick. All rights reserved
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http://mashable.com/2012/06/17/ebook-hardcover-sales/
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https://www.youtube.com/watch?feature=player_embedded&v=KGIWebpdmYE
stay on brand, use screenstay on brand, use screen
more brands using the power of screens
link is http://i.digi8.us/InfinitiJX
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindraDigital is screensDigital is screens
Digital screenDigital screenSS
notice that screens definitely has a ‘s’ and both ends…
multiple screens are in favor
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Nearly a quarter of US adults, 23%,
http://pewresearch.org/pubs/2222/news-media-network-television-cable-audioo-radio-digital-platforms-local-mobile-devices-tablets-smartphones-native-american-community-newspapers?src=prc-headline
Pew Research CenterState of the News Media 2012
“ now get news on at least two devices —a desktop/laptop computer & smartphone, a computer & a tablet & a smartphone, or on all three
Copyright © by ian fenwick. All rights reserved
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http://wallblog.co.uk/2012/05/03/c4-scores-thousands-of-tweets-with-its-areyouseeingthis-live-twitter-ad-for-prometheus/c4prometheustweets-copy/
Get 2 screens working: PrometheusGet 2 screens working: Prometheusso smart
branders need to get multiple
screens working together.
Prometheus screened a
trailer in one ad break, invited
people to tweet…screened the tweets in the
next break
Copyright © by ian fenwick. All rights reserved
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http://wallblog.co.uk/2012/05/03/c4-scores-thousands-of-tweets-with-its-areyouseeingthis-live-twitter-ad-for-prometheus/c4prometheustweets-copy/
Get 2 screens working: PrometheusGet 2 screens working: Prometheus
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
http://www.youtube.com/watch?v=XP5yySEZub8&feature=player_embedded#at=51
http://thenextweb.com/mobile/2011/06/14/5-brilliant-mobile-marketing-campaigns/
http://www.heinekeninternational.com/270411_heineken_launches_dualscreen_game.aspx April 2011
StarPlayer, live football game lets fans watch UEFA Champions League matches on TV& playing in real-time on a computer, iPhone or iPod touchLink’s http://i.digi8.us/HeinekenStar
Get 2 screens working: Heineken Get 2 screens working: Heineken
Copyright © by ian fenwick. All rights reserved
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Get 2 screens working: HyundaiGet 2 screens working: Hyundai
http://i.digi8.us/Hyundai
Link’s
Link’s http://i.digi8.us/Hyu
ndai
Copyright © by ian fenwick. All rights reserved
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http://www.guardian.co.uk/media-network/media-network-blog/video/2012/apr/10/lean-back-2-0-andrew-rashbass-ceo-the-economist-group-keynote-presentation-video
None< 15 mins
15-30 mins
30-60 mins
1-1.5hrs
1.5-2 hrs
2-2.5 hrs
2.5-3hrs
3-4 hrs
4 hrs & over
25%
20%
15%
10%
5%
25%
20%
15%
10%
5%
How much time in total do you think you will spend reading the Economist iPad App this week?
http://i.digi8.us/Hyunda
now most digital is lean forward
participation…but there’s some
evidence that lean back is in there
too…depends on the content and
the device
Copyright © by ian fenwick. All rights reserved
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Stream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/
screens leads to streamsIn olden days, media came in
chunks at fixed times.Morning paper. Evening News…now media comes in streams,
rivers, torrents
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televisiontelevision hashas movedmoved fromfrom beingbeing anan appointmentappointment-basedbased
http://www.thestar.com/entertainment/television/article/911215--the-death-of-tv-as-we-know-it
http://www.henryjenkins.org/index.html
Henry Jenkins, Professor of Communication, Journalism, & Cinematic Arts, University of Southern California
““medium to medium to an engagement-based mediuman engagement-based medium
really that could be said about almost
any traditional medium
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra“ Here is my confessionconfession—I sleepsleep withwith mymy phonephone under my pillow every night
…I almost nevernever sleepsleep an entire night through without waking up
& checkingchecking my tweets…attweets…at least two or three times
…I even wake up, tweet for an hour tweet for an hour or so, & then go back to sleep
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindraDo you sleep with your mobile?Do you sleep with your mobile?Pew Research CenterPew Research Center
http://pewresearch.org/databank/dailynumber/?NumberID=1090 Pew Research Center, tracking study, April 29-May20 2010, USA
“have slept with phones on or right next to their bed”
It really is 24x7 for media today
Copyright © by ian fenwick. All rights reserved
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How long can you go without How long can you go without checking in on Facebook?checking in on Facebook?
http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F
notice that on the scale, “long time”
means less than once a day…
“hurry up! I haven’t got all minute”
Copyright © by ian fenwick. All rights reserved
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Can you be interrupted for an Can you be interrupted for an electronic message at any time?electronic message at any time?
http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F
Copyright © by ian fenwick. All rights reserved
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http://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
WHOOPS! Chrysler tweets the f-wordWHOOPS! Chrysler tweets the f-word
http://twitter.com/#!/tverma29/statuses/45483012326031360 http://www.foxnews.com/us/2011/03/10/f-word-appears-chryslers-twitter-feed/
http://mashable.com/2011/03/09/chrysler-drops-the-f-bomb-on-twitter/
http://econsultancy.com/us/blog/7913-14-epic-social-media-fails?utm_medium=twitter&utm_source=twitterfeed
this 24x7 stream leaves a lot of room for brand errors
Copyright © by ian fenwick. All rights reserved
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WHOOPS! Chrysler tweets the f-wordWHOOPS! Chrysler tweets the f-word
http://twitter.com/#!/tverma29/statuses/45483012326031360 http://www.foxnews.com/us/2011/03/10/f-word-appears-chryslers-twitter-feed/
http://mashable.com/2011/03/09/chrysler-drops-the-f-bomb-on-twitter/
http://econsultancy.com/us/blog/7913-14-epic-social-media-fails?utm_medium=twitter&utm_source=twitterfeed
which quickly get amplified
but it’s best not to lie
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WHOOPS! Chrysler tweets the f-wordWHOOPS! Chrysler tweets the f-word
http://twitter.com/#!/tverma29/statuses/45483012326031360 http://www.foxnews.com/us/2011/03/10/f-word-appears-chryslers-twitter-feed/
http://mashable.com/2011/03/09/chrysler-drops-the-f-bomb-on-twitter/
http://econsultancy.com/us/blog/7913-14-epic-social-media-fails?utm_medium=twitter&utm_source=twitterfeed
digital has the habit of rooting out lies quickly
Copyright © by ian fenwick. All rights reserved
digidigiAindraAindra
WHOOPS! Starbucks insults entire countriesWHOOPS! Starbucks insults entire countries
http://www.huffingtonpost.com/2012/06/06/starbucks-ireland-twitter-fail_n_1574922.html
even Starbucks forgets that Ireland isn’t all
Britain…
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WHOOPS! Starbucks insults entire countriesWHOOPS! Starbucks insults entire countries
http://www.huffingtonpost.com/2012/06/06/starbucks-ireland-twitter-fail_n_1574922.html
Copyright © by ian fenwick. All rights reserved
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https://secure.flickr.com/photos/wurglitsch/6153011615/lightbox/ Niagara Falls by Rinaldo W http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1
if the news is if the news is that important, that important,
it will find meit will find me““
focus group participant
for many of us those streams become
torrents
which our social network ‘friends’ help
us navigate
Copyright © by ian fenwick. All rights reserved
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…I’ll read an interesting story online & send the URL to 10 friends…
http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1
““I’d rather read an e-mail from a friend with an attached story than search through a newspaper to find the story
Copyright © by ian fenwick. All rights reserved
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Uyuni salt lake of Tunupa, Boliviahttp://www.alistapart.com/articles/conversation-is-the-new-attention/
which gets us to sharing
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http://en.wikipedia.org/wiki/CompuServe
The first publically accessible on-line network?
1979Of course
sharing isn’t new…
Compserve was
advertising it in 1983
Copyright © by ian fenwick. All rights reserved
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Uyuni salt lake of Tunupa, Boliviahttp://www.alistapart.com/articles/conversation-is-the-new-attention/
Conversation Conversation is the new attentionattention“
Brands need to be talked about if they are to spread successfully
The conversation is how we stand out from the torrent of media
Copyright © by ian fenwick. All rights reserved
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Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964,
the medium is the messagethe medium is the message
The Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967,
““…the ….
medium is us!Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964
Marshall McLuhan, 1964
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https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066
So brands that will thrive can’t be scared
of conversation
Copyright © by ian fenwick. All rights reserved
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http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html
Although it certainly can be scary!
Link is http://i.digi8.us/DominosDI
sgusting
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…learned about the video on TuesdayTuesday…decided not to respond aggressivelynot to respond aggressively,
hoping the controversy would quiet downquiet down.
“…we missed was the perpetual mushroom perpetual mushroom effect of viral sensationsviral sensations,”
…By Wednesday afternoon, Domino’s had created a created a Twitter accountTwitter account…[and a] video on YouTube by by eveningevening
http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1
“Stephanie Clifford
NYT 2009, April 16
[Hint] viral doesn’t quiet down
[Hint] get the social media ready before you
need it
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http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html http://www.youtube.com/watch?v=dem6eA7-A2I
Video link http://i.digi8.us/Domino
sPrez
which would you rather watch?
you’re sick…so are most people
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http://twitter.com/dominos
You have to wonder if Domino’s really ‘get it’
Someone tweets a complaint and is sent a
link
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https://info.dominos.com/dominos_pizza/contact.nsf/frmContact?openform
to this form…before you can complain we need name, address,
email etc etc
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http://www.viddler.com/explore/dpzramon/videos/36/
Embedded over 90,000 times
Embedded over 90,000 times
Here’s the man they should have fielded. Ramon De Leon
In this video he’s apologizing for an order mix up at 3a.m. Listen to how many times he names his
store and its location…his apology is here http://i.digi8.us/Ramon1
he’s now a social media speaker…see more of him here http://i.digi8.us/Ramon2
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http://www.youtube.com/watch?v=AH5R56jILag&feature=share Dec 2009
All that digusting stuff was back in April 2009, by December 2009, Domino’s was relaunching its
brand…even taught the Prez how to act naturally.Video’s at http://i.digi8.us/DominosPrez2
Copyright © by ian fenwick. All rights reserved
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http://www.viralblog.com/social-media/dominos-the-pizza-turnaround/ http://alisterpaine.info/2010/05/24/the-story-behind-domino%E2%80%99s-pizza-turnaround/
We had been fighting fire with water…““
Tim McIntyreDomino’s spokesperson
Now we needed to fight the fire with fire…
If you want to be part of the conversation, you have to have something worth saying…and
say to right!
Copyright © by ian fenwick. All rights reserved
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United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011 http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437
MarchMarch 3131 20082008 Dave Carroll, Canadian musician, flies from Halifax NS to Omaha, NE
He claims to see baggagebaggage handlershandlers throwingthrowing his $3,500
Taylor guitarguitar…which at destination is damaged
Returns to Omaha airport, UnitedUnited agentagent advises he has to
claimclaim at originating airport, HalifaxHalifax
Then there’s United Airlines…
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United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011 http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437
Back in Halifax: told to call a number; eventually is
talking to a callcall centercenter in IndiaIndia
Dave explains he’s in Halifax, so told to callcall United in NewNew York York
IndiaIndia call center directs him to callcall United’s baggage office in
ChicagoChicago. They ask to inspectinspect the guitar.
Leads back to call center in IndiaIndia
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United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011
http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437
Asks for $1,2001,200 of United vouchers (the amount repairs cost)
refusedrefused
Call center employeeemployee gets in touch with supervisor in ChicagoChicago,
and his claimclaim is reviewed reviewed …& rejectedrejected as nownow 77 monthsmonths since incident, outside of
“standard 24-hour24-hour timeframe” for reporting
Asks to speak to a supervisor, refusedrefused
DecidesDecides to write a songsong, & make a videovideo. Budget $150150
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http://www.youtube.com/watch?v=5YGc4zOqozo
[Hint: don’t piss off singer song-writers]
Video’s at http://i.digi8.us/United
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United Breaks Guitars, HBS, 9-510-057, August 11. 2011
http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437
YouTube at 24,000 24,000 views & 461 461 comments, most against United
& to mediamediaPosted to DiggDigg, & other social news sites
1:49 pm, July 7July 7, picked up by Consumerist.comConsumerist.com (publisher Consumer Reports)
Friends tweet tweet about it, & send link to people whose twitter
mentions bad experiences bad experiences with United
10pm10pm, Monday, July 6July 6, 2009 posts on YouTube YouTube
7:02 pm, July 7, story is on travel section of LA Times travel section of LA Times website, reporter was emailed the video by a friend
July 7, UnitedUnited offer him $2400, he refusesrefuses
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United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011
http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437
By end of July 4.6m July 4.6m views…(now 10m+10m+)
July 23July 23, UKUK media pick up the story.
Friday July 10 July 10 (4 days on-line), #1 rated music video
of all time. Cumulated views 1.6m1.6m,
July 8July 8 picked up by Huffington Post & NBCChicago.comJuly 9 CNN, CBS Morning Show, AP calling Dave for interviews
Copyright © by ian fenwick. All rights reserved
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https://www.youtube.com/watch?v=9_D_N-mRxFk
Video’s at http://i.digi8.us/UnitedKid
Then its starts to become its own little meme…
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United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011 http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437
By end of July 4.6m July 4.6m views…(now 10m+10m+)
JulyJuly 10, Bob Taylor 10, Bob Taylor of Taylor Guitars posts a video
July 23July 23, UKUK media pick up the story.
Friday July 10 July 10 (4 days on-line), #1 rated music video
of all time. Cumulated views 1.6m1.6m,
July 8July 8 picked up by Huffington Post & NBCChicago.comJuly 9 CNN, CBS Morning Show, AP calling Dave for interviews
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http://www.youtube.com/watch?v=n12WFZq2__0
But Bob Taylor’s got the right idea…he’s not afraid of the conversation…and gets the chance to help
people. And plug his website and business [Hint: he doesn’t just repair Taylor guitars! And
he’s a really nice guy]
Video’s at http://i.digi8.us/Taylor
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http://www.youtube.com/watch?v=n12WFZq2__0
Look how well he uses his YouTube blurb
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http://bigbreaksolutions.com/events/?utm_source=UnitedBreaksGuitarscom
And Dave Carroll reinvents himself as blogger, speaker, and protest song writer for hire!
He rebranded well…
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An the ultimate accolade…a Harvard Case written about him…and all those MBA grads as potential
customers
So Dave and Bob did OK…what about United? Well they tweeted some, but I don’t think they
really engaged here…they didn’t really get into the conversation as far as I could see…
Copyright © by ian fenwick. All rights reserved
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Wall mural Boulevard Richard Lenoir Overwhelmed by technology? https://secure.flickr.com/photos/chriswaits/5854303759/ by Chris Waits
Third, & last topic…don’t get consumed by technology
Copyright © by ian fenwick. All rights reserved
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http://www.youtube.com/watch?v=-mjudtrwdS4
This is a really neat app from Toyota…I’ve tried it. It seems to work everywhere
Video’s at http://i.digi8.us/ToyToyotaGreat use of location
But what happened to brand? The kid’s car doesn’t even look like a Toyota…not even a logo that I can
see…and the customization the kid can do…where’s the Toyota-ness?
For a moment you had my attention and my kid’s…& what did you do with it? NOTHING
Copyright © by ian fenwick. All rights reserved
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GPS detergentGPS detergent
http://adage.com/article/global-news/marketing-omo-detergent-gps-follow-consumers/145183/
But at least Toyota didn’t bug the app (I don’ think). Not like this detergent from Brazil
Copyright © by ian fenwick. All rights reserved
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GPS detergentGPS detergent
http://adage.com/article/global-news/marketing-omo-detergent-gps-follow-consumers/145183/
If the teamteam trackstracks a consumerconsumer to her home but sheshewon'twon't letlet themthem inin, they can remotely activateactivate a buzzer in the detergent box so that it starts beepingbeeping.
Scaring customers 101?
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hhttp://i.digi8.us/Baton
Then there’s this great AR game…video’s at http://i.digi8.us/Baton
Watch the video…see if you can spot the problems
Then read this http://i.digi8.us/BatonProblem
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http://en.wikiquote.org/wiki/File:Change.jpg Change by Felix Burton
https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066
Wall mural Boulevard Richard Lenoir Overwhelmed by technology? https://secure.flickr.com/photos/chriswaits/5854303759/ by Chris Waits
Copyright © by ian fenwick. All rights reserved
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http://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream by demandai
Twitter.com/DrIanFenwickTwitter.com/DrIanFenwick
That’s all for now…thanks for
watching!