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

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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

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here

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here

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Brand OpportunityBrand Opportunity

“A company this size.. is about millions of people

coming up with ideas” - Michael Dell

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Brand RiskBrand Risk

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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

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Brand RiskBrand Risk

Employee Video Erodes Billion Dollar Domino’s

Brand - Worldwide

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Brand OpportunityBrand Opportunity

MyStarbucksIdea Generates 700,000 Ideas, 25

Products in One Year

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Rat Hoard Overruns Manhattan KFC,

Immortalized on YouTube

Brand RiskBrand Risk

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Brand OpportunityBrand Opportunity

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Facebook’s Radical Approach - Tapping

Users to Do All the Hard Work

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Brand RiskBrand Risk

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“Thank you for playing, ‘Botulism’.. we have some

lovely parting gifts for you!”

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Brand RiskBrand Risk

Pharmacists: “Customers Bitches, Wish

They Would Just Die”

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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