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Building Connected Brands In A Connected Worldby Brian HavenVice President, Strategy — [email protected]
20 MAY 2010Online Marketing Summit
Phoenix Arizona
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All “media” is social...» Sharing» Connecting» Opining» Broadcasting» Creating
Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG
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»SharingImage Source: http://pro.corbis.com/images/42-16609046.jpg?size=572&uid=%7B89C17B5A-C988-40AB-8580-86F1885968F7%7D
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Music Sharing > NowImage Source: http://img249.imageshack.us/img249/2585/maddentrax5cj.png
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Music Sharing > NowImage Source: http://www.flickr.com/photos/21723691@N05/3037250330/
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Music Sharing > BeforeImage Source: http://www.flickr.com/photos/newrambler/155191254/sizes/o/
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Music Sharing > BeforeImage Source: http://pocketcalculatorshow.com/boombox/golden5.html Original photo courtesy of Henry Chalfant/James Prigoff.
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Music Sharing > PastImage Source: http://mail.danahall.org/%7Elibrary/archives/reunion08.html (Photo credit: William M. Rittase)
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Video Sharing > NowImage Source: http://www.youtube.com/watch?v=F9BmTmMEOhQ
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Video Sharing > BeforeImage Source: http://www.flickr.com/photos/wildebees/273808037/sizes/o/
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Photo Sharing > NowImage Source: http://www.flickr.com/photos/mumbleyjoe/sets/72157602630362180/
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Photo Sharing > BeforeImage Source: http://www.flickr.com/photos/holyhoses/5165670/sizes/o/
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Photo Sharing > PastImage Source: http://www.flickr.com/photos/larowebr/2768227/sizes/o/
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Photo Sharing > Even EarlierImage Source: http://www.flickr.com/photos/hauntedpalace/254294223/
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»ConnectingImage Source: http://cache02.stormap.sapo.pt/fotostore02/fotos//2d/cd/75/1809047_s2Uzw.jpeg
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Social Networks > NowImage Source: http://www.facebook.com/profile.php?id=500043523&ref=profile
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Social Networks > Before
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Social Networks > PastImage Source: http://www.mcclatchy1956.50megs.com/images/girl_scouts.jpg
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Social Networks > Even EarlierImage Source: http://users.skynet.be/keltic/table.JPG
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Social Networks > Even EarlierImage Source: http://lh6.ggpht.com/_7v14_CPgwSc/R7zQaCHxpOI/AAAAAAAAAPc/iNZLAsPRmHk/100_0308.JPG
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»OpiningImage Source: http://www.boston.com/bostonglobe/ideas/brainiac/headshot.jpg
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Ratings & Reviews > Before
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Ratings & Reviews > PastImage Source: http://i279.photobucket.com/albums/kk138/Keith_McCormic/Soapbox-Still.jpg
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»BroadcastingImage Source: http://www.flickr.com/photos/69514343@N00/2550512520
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Vlogging > NowImage Source: http://ryanedit.blogspot.com/2009/03/walnuts.html
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Blogging > BeforeImage Source: http://www.flickr.com/photos/inju/312209977/
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Blogging > PastImage Source: http://arrlswdconv.org/programs.aspx
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»CreatingImage Source: http://www.purdue.edu/UNS/rube/rube.pix97.natl.html
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Mashups > BeforeImage Source: http://www.hastingsdc.govt.nz/Libraries/hc_inspireme.htm
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Mashups > PastImage Source: http://www.flickr.com/photos/7552532@N07/2399894761/in/photostream
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All “media” is social...» Sharing» Connecting» Opining» Broadcasting» Creating
Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG
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Everything oldis new again.
Image Source: http://blog.pennlive.com/midstate_impact/2008/02/_742928901022006.jpg
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What is new?
Image Source: http://obeygiant.com/images/2008/09/obama-hope-shelter1.jpg
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»ReachImage Source: http://vittlesvamp.typepad.com/photos/blog/tupperware.jpg
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Reach > NowImage Source: http://openclipart.org/people/neocreo/neocreo_Blue_World_Map.png
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»AccessibilityImage Source: http://wcc.warren.k12.in.us/Images/video2.jpg
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Accessibility > NowImage Source: http://www.mailchimp.com/blog/wp-content/uploads/2009/01/blog-anatomy3.png
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»UsabilityImage Source: http://hasylab.desy.de/images/content/e101/e103/imageobject405/HIXSS-Experiment_Detail_Aug2005_Web_8230600_hr_ger.jpg
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»TransparencyImage Source: http://www.flickr.com/photos/c_r_i_s/2987200539/sizes/o/
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»Latency Image Source: http://www.gutenberg.org/files/20417/20417-h/images/image342b.jpg
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Latency > NowImage Source: http://www.legalmarketing.ca/archives/Picture%205-thumb.png
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What has changed?» Reach» Accessibility» Usability» Transparency» Latency
Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG
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Eyeballs Awareness Consideration Preference Action Buyers
Source: Forrester Research
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Traditional media channels are weakening.
Complexity reigns in the middle of the funnel.
People continue to force brand transparency.
Your most valuable customer may not buy a lot.
Source: Forrester Research
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Source: Forrester Research
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Social
Network
s
SEOSEM SMSMobile
display
Landing
pages
Onsite
UGC
Your
blogs
Website
(mobile)
Digital
out of
home
Kiosks
Gaming
Other
blogs
Word
of
mouth
GadgetsWidgetsRSS
TV
ads
Radio
ads
adsPR
Point
of
sale
Direct
OOH
Call
center
Website
Digital
video
Display
ads
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What are yougonna do about it?
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Brands must reconsiderhow they behave...
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… and brands can’t just talk, they must behave like people.
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CONNECTEDNESS
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focusing on audiences not targets, engaging in dialogue not shouting, and developing trust that lasts.
It’s a way of thinkingabout how successful brands will do marketing in a networked world:
CONNECTEDNESS
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SEO
SEM
DISPLAY
CONTENT
FUNCTIONALITY
COMMUNITY
TRANSPARENCY
LISTENING
OUTREACH
BRAND EXPERIENCE
OFFER
WAYFINDING
INTERFACES
INTERACTION
DESIGN
Useful DesirableVisible Usable Engaged
CONNECTED BRAND
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What does itlook like?
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Launch new Kardashians by bebe collection
Leverage social media to achieve their goals
Establish Facebook and Twitter community
management Implement a blogger outreach program
Engage with the Kardashians in social spaces
Goal
Objective
Solution
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28%⬆Increase in paid
search impressions
from engagement with
Kardashians
Twitter referral traffic to bebe.com increased significantly.
SEARCH + SOCIAL MEDIA
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23%⬆Increase in
Facebook fans likes
in 2 weeks
Kim Kardashian tweeted links routinely received 10-20K
clicks.
CELEBRITY ENGAGEMENT
59%⬆Increase in
Twitter followers
in 2 weeks
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⬆Launch collection
exceeded sales
expectations
SALES & ROI
IN-
STORE
SALES
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focusing on audiences not targets, engaging in dialogue not shouting, and developing trust that lasts.
It’s a way of thinkingabout how successful brands will do marketing in a networked world:
CONNECTEDNESS
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Thank you.by Brian HavenVice President, Strategy —[email protected]