oms 2010 - building connected brands in a connected world - brian haven - icrossing

Building Connected Brands In A Connected Worldby Brian HavenVice President, Strategy — iCrossingbrian.haven@icrossing.com

20 MAY 2010Online Marketing Summit

Phoenix Arizona

All “media” is social...» Sharing» Connecting» Opining» Broadcasting» Creating

Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG

»SharingImage Source: http://pro.corbis.com/images/42-16609046.jpg?size=572&uid=%7B89C17B5A-C988-40AB-8580-86F1885968F7%7D

Music Sharing > NowImage Source: http://img249.imageshack.us/img249/2585/maddentrax5cj.png

Music Sharing > NowImage Source: http://www.flickr.com/photos/21723691@N05/3037250330/

Music Sharing > BeforeImage Source: http://www.flickr.com/photos/newrambler/155191254/sizes/o/

Music Sharing > BeforeImage Source: http://pocketcalculatorshow.com/boombox/golden5.html Original photo courtesy of Henry Chalfant/James Prigoff.

Music Sharing > PastImage Source: http://mail.danahall.org/%7Elibrary/archives/reunion08.html (Photo credit: William M. Rittase)

Video Sharing > NowImage Source: http://www.youtube.com/watch?v=F9BmTmMEOhQ

Video Sharing > BeforeImage Source: http://www.flickr.com/photos/wildebees/273808037/sizes/o/

Photo Sharing > NowImage Source: http://www.flickr.com/photos/mumbleyjoe/sets/72157602630362180/

Photo Sharing > BeforeImage Source: http://www.flickr.com/photos/holyhoses/5165670/sizes/o/

Photo Sharing > PastImage Source: http://www.flickr.com/photos/larowebr/2768227/sizes/o/

Photo Sharing > Even EarlierImage Source: http://www.flickr.com/photos/hauntedpalace/254294223/

»ConnectingImage Source: http://cache02.stormap.sapo.pt/fotostore02/fotos//2d/cd/75/1809047_s2Uzw.jpeg

Social Networks > NowImage Source: http://www.facebook.com/profile.php?id=500043523&ref=profile

Social Networks > Before

Social Networks > PastImage Source: http://www.mcclatchy1956.50megs.com/images/girl_scouts.jpg

Social Networks > Even EarlierImage Source: http://users.skynet.be/keltic/table.JPG

Social Networks > Even EarlierImage Source: http://lh6.ggpht.com/_7v14_CPgwSc/R7zQaCHxpOI/AAAAAAAAAPc/iNZLAsPRmHk/100_0308.JPG

»OpiningImage Source: http://www.boston.com/bostonglobe/ideas/brainiac/headshot.jpg

Ratings & Reviews > NowImage Source: http://www.petco.com

Ratings & Reviews > Before

Ratings & Reviews > PastImage Source: http://i279.photobucket.com/albums/kk138/Keith_McCormic/Soapbox-Still.jpg

»BroadcastingImage Source: http://www.flickr.com/photos/69514343@N00/2550512520

Blogging > NowImage Source: http://www.stuffwhitepeoplelike.com

Vlogging > NowImage Source: http://ryanedit.blogspot.com/2009/03/walnuts.html

Blogging > BeforeImage Source: http://www.flickr.com/photos/inju/312209977/

Blogging > PastImage Source: http://arrlswdconv.org/programs.aspx

»CreatingImage Source: http://www.purdue.edu/UNS/rube/rube.pix97.natl.html

Mashups > NowImage Source: http://www.housingmaps.com

Mashups > BeforeImage Source: http://www.hastingsdc.govt.nz/Libraries/hc_inspireme.htm

Mashups > PastImage Source: http://www.flickr.com/photos/7552532@N07/2399894761/in/photostream

All “media” is social...» Sharing» Connecting» Opining» Broadcasting» Creating

Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG

Everything oldis new again.

Image Source: http://blog.pennlive.com/midstate_impact/2008/02/_742928901022006.jpg

What is new?

Image Source: http://obeygiant.com/images/2008/09/obama-hope-shelter1.jpg

»ReachImage Source: http://vittlesvamp.typepad.com/photos/blog/tupperware.jpg

Reach > NowImage Source: http://openclipart.org/people/neocreo/neocreo_Blue_World_Map.png

»AccessibilityImage Source: http://wcc.warren.k12.in.us/Images/video2.jpg

Accessibility > NowImage Source: http://www.mailchimp.com/blog/wp-content/uploads/2009/01/blog-anatomy3.png

»UsabilityImage Source: http://hasylab.desy.de/images/content/e101/e103/imageobject405/HIXSS-Experiment_Detail_Aug2005_Web_8230600_hr_ger.jpg

Usability > NowImage Source: http://www.youtube.com

»TransparencyImage Source: http://www.flickr.com/photos/c_r_i_s/2987200539/sizes/o/

Transparency > NowImage Source: http://www.facebook.com

»Latency Image Source: http://www.gutenberg.org/files/20417/20417-h/images/image342b.jpg

Latency > NowImage Source: http://www.legalmarketing.ca/archives/Picture%205-thumb.png

What has changed?» Reach» Accessibility» Usability» Transparency» Latency

Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG

Eyeballs Awareness Consideration Preference Action Buyers

Source: Forrester Research

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

Source: Forrester Research

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

eMail

TV

ads

Radio

ads

Print

adsPR

Point

of

sale

Direct

mail

OOH

Call

center

Website

Digital

video

Display

ads

What are yougonna do about it?

Image Source: http://lh3.ggpht.com/_CSQrp-8fMIg/RUm5MMoZABI/AAAAAAAAAFg/8_yYDdSvJVs/IMG_3822.jpg

Brands must reconsiderhow they behave...

Image Source: http://www.flickr.com/photos/dcdead/4068848562/sizes/o/

… and brands can’t just talk, they must behave like people.

CONNECTEDNESS

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

SEO

SEM

DISPLAY

CONTENT

FUNCTIONALITY

COMMUNITY

TRANSPARENCY

LISTENING

OUTREACH

BRAND EXPERIENCE

OFFER

WAYFINDING

INTERFACES

INTERACTION

DESIGN

Useful DesirableVisible Usable Engaged

CONNECTED BRAND

What does itlook like?

Image Source: http://www.ristorantelacommenda.it/__P_u_b_l_i_c__/upl_img/%7B1E611ECF-8D7D-4DEA-AADB-9537B971B677%7D_cocktail2.jpg

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

28%⬆Increase in paid

search impressions

from engagement with

Kardashians

Twitter referral traffic to bebe.com increased significantly.

SEARCH + SOCIAL MEDIA

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

⬆Launch collection

exceeded sales

expectations

SALES & ROI

IN-

STORE

SALES

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

Thank you.by Brian HavenVice President, Strategy —iCrossingbrian.haven@icrossing.com