brand in the new world - branimir brkljac - allweb 2014
TRANSCRIPT
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BRANDin the
New WorldAllWeb
Skoplje14.11.2014
Branimir Brkljač
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The End
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HORSELESS
CARRIAGE
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CHANGE
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What did really
CHANGE?
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Once Upon a Time….
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Ovde ide tekst
LISTEN TO ME!!!
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LOOK AT ME!!!
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RULE No. 1
DISTRIBUTION is King
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NEW TECHNOLOGY
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1990. - 1 billion connected places
2010. - 5 billion connected people 2020.
- 20 billion connected devices
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WORLD CAME TO ME
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THE WHOLE WORLD IN MY HAND
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Ovde ide tekst
ME, MYSELF AND I
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Ovde ide tekst
BREAKING NEWS
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I HAVE TO TELL YOU SOMETHING
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SCREENAGE GENERATION
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Ovde ide tekst
BEFORE - AFTER
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WHAT DID YOU SAY???
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WHERE ARE YOU LOOKING???
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RULE No. 1
CONTENT is King
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PERSONAL = PRIVATE
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PRIVATE = PUBLIC
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VIRTUAL WORLD =
REAL WORLD
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MEDIA=
TRUST
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BUSINESS=
COMMUNICATION
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MARKETING=
STORYTELLING
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BRAND = STORY
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When we find a
STORY we believe in We
want to belong to it
And when we are part of it
We want to share it!
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I AM DISTRIBUTION
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I AM CONTENT
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PROSUMER
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„I am not a businessman, I‘m
a business, man!“
Jay-Z
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CLIENTS
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Measure Measure Measure Measure Measure
AMR SHR
4+ CPPTRP18-49
PUT power ratio
F/MCSOVbreak-drop
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DO YOU KNOW THEM?
Cougars
Wordy women
Office Romancers
Surgery Lovers
Unisexuals
Second-Home Buyers
Caffeine Crazies
Impressionable Elites
Social Geeks
Video Game Grown-ups
Non-Profiteers
Mommonis (Italy)
Russian Swings
Mini-Churched
Starving for Life
Young Knitters
Pet Parents
Old New Dads
Dutiful Sons
Sex-Ratio Singles
Commuter Couples
Car-Buying Soccer Mums
Aspiring Snipers
Uptown Tattooed
Late-Breaking Gays
Working Retired
Interracial Families
DYI Doctors
30-Winkers
Extreme Commuters
Tech Fatales
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WHO KILLS THE ADVERTISING
WANTED
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NEW RULES
Relevant Message establishes Relationship
Right Content triggers Emotions
Proper Context helps get positive Experience
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OLD MODEL
ATTENTION
INTEREST
PURCHASE
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NEW MODEL
ATTENTION
INTEREST
ENGAGEMENT
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CURALATE
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PURPOSE
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Blake Mycoskie – Chief Shoe Giver
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COMMUNITY=
New Database
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VULFPECK - Sleepify
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Real Time
MARKETING
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OREO – You can still dunk in the dark
Within first hour
15,811 retweets
19,610 FB „likes”
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Creating and Selling
NEW HABITS
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S
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PRODUCT=
Content
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LEGO
• Mikrosites
• Lego Miniseries
• Lego Click (community platform)
• My Lego Network
• Lego Magazine
• Lego ID
• Legoland
• Lego Club Meetings
• Movie
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CONTENT
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Content Marketing is the marketing and
business process for creating and distributing
valuable and compelling content to attract,
acquire, and engage a clearly defined and
understood target audience – with the
objective of driving profitable customer action.
DEFINITION No. 1:
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Content Marketing is when you own
the media instead renting it!
DEFINITION No. 2:
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Turn Fans, Friends, and Followers
into Paying Customers
Why Content Marketing
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AGENCIES
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MAD MAN
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MAD MAN
MATH MAN
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MAD MAN
MATH MAN
SPY MAN
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S
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SURVEILLANCEIS ADVERTISING’S
NEW BUSINESS MODELSep 13, 2014
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Hybrid
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• Chief Content Officer
• Managing Editor
• Art/Design Director
• Content Creators
• Writers
• Subject Matter Experts
• Partners, Customers and Thought Leaders
IDEAL TEAM STRUCTURE
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CREATING:
Buyer Personas
Buyer Journeys
CONTENT PLANNING
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GENERATING
IDEAS on a consistent basis
IDEATION
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Awareness Knowledge Liking Preference PurchaseConviction
Mapping Content
Early Mid Late
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LOVE=
TRUST
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