Building Connected Brands In A Connected Worldby Brian HavenVice President, Strategy — [email protected]
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
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Everything oldis new again.
Image Source: http://blog.pennlive.com/midstate_impact/2008/02/_742928901022006.jpg
What is new?
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»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
TV
ads
Radio
ads
adsPR
Point
of
sale
Direct
OOH
Call
center
Website
Digital
video
Display
ads
What are yougonna do about it?
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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 —[email protected]