Download - Branding in the interactive space
Branding in the interactive space
Wednesday_04.03.09
Jimmy Wales says…
DON’T SUCK
•The case for interactive
•Enhancing your brand: engagement
•Managing the conversation
Tonight you’ll hear about…
Online community engagement strategy
The case for interactive
Kellogg's online ad effectiveness studyIncrease in Sultana Bran brand metrics
5%
10% 10%
20%
9%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Brand awareness "I like this brand" Brandconsideration
Intent topurchase
Recommend tohousehold
Source: IAB Australia
Australian weekly media consumption 2008 (hours)
16.1
13.3
8.8
2.82.0
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
20.0
Online TV Radio News Magazines
Hours
Source: Nielsen
The interactive space is a branding space
Enhancing your brand: engagement
the idea!brand
KNOW WHAT YOU
STAND FOR
Brand:
Brand:
Idea:
Brand:
Idea:
Irresistible to women
Brand: Idea:
Brand: Idea:
Brand:
Idea:
Managing the
conversation
ACA story uploaded to YouTube - 1,600 views and counting
TT story uploaded to YouTube - 4,100 views and counting
Casa Flemenco
ACA story uploaded to YouTube - 1,600 views and counting
TT story uploaded to YouTube - 4,100 views and counting
The email
“ ”
Everyone’s a critic,everyone’s an avenue
Source: Forrester Australian Social Technographics report, November 2008
•1 in 4 create content (i.e. write a blog)
•1 in 3 interact with content (i.e. comment on blogs)
•7 in 10 are watching content(i.e. reading blogs)
Listen, engage, respond
• The interactive space is a branding space
• Focus and maximise online engagement by leveraging your key brand idea
• Listen, engage, respond