ny business expo 2010
DESCRIPTION
Presentation delivered during "Brand Building in The Digital Age' session at the NY Business Expo (at the Javits Center) on October 20, 2010. Includes 'bonus' slides that I didn't get to discuss but touch on some of the tactical and process elements that are important for marketers/communicators to understand to successfully engage in brand building today.TRANSCRIPT
Shift&Reset
BuildingYourBrandInTheDigitalAge
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Whatyouaredoingisn’tworkinganymore!
PhonesChange
Everything
iPadsChange
Everything
FacebookChangesEverything
HuluChangesEverything
NikeChangesEverything
RealLifeChangesEverything
TechnologyandtheInternet,andtheirroleinourlives,haschangedhowwecommunicate,getandshareinformation,themediaweconsume,andthereasonsweengagewitheachother‐onlineandof9line.Theeffectsofthesechangesarebeingfeltbyallofus,everyday,allthetime.
InformationmovesFASTER.PeoplearemorecloselyCONNECTED.WeallhaveDIFFERENTOPTIONSandBETTERCHOICES.OurEXPECTATIONSAREHIGHER.TheconnectionswemaketotheissuesandeventsthatshapeourworldarebeingTRANSFORMED‐‐rapidlyandconstantly.
Everythingmustchange.
Shift&Reset
Howorganizationsoperate,organize,andcommunicatemustbeREIMAGINED.ThepassionandinterestofindividualsmustbeREFOCUSEDandREDIRECTED.ThewaysthatwemeasuresuccessmustbeREASSESSED.ThewayswepromotebigideasandcreatebettersolutionsmustbeREENVISIONED.
Brandisaboutexperience
Marketingislikedating...andmarriage
TrustmeI’ma
marketer
Technologyisjustthefacilitator
Socialmediachangeseverything...andnothing
[3Things]
‘Theinternetscaresme.’
‘Idon’thavethetime.’
‘Idon’tknowwhattodo.’
‘Itcoststoomuch.’
‘Iamoverwhelmed.’
‘Mycustomersdon’tusethesetools.’
‘Itriedanditdidn’twork.’
‘ShouldIbeonTwitter?’
‘Adifferentdepartmenthandlesthat.’
‘Iamtooold.’
‘So,Ijustneedtobuildablog?’
‘It’stoolate.We’redoomed’
Timely,relevant,compellinginformation
Experiencespeoplewillremember(fondly)andtalk
about.
Stuffthatpeoplewilluse...andvalue.
[BigFinish]
YouneedtoRETHINK
YOURWORK.
YouneedtoPLAYNICELYWITHOTHERS.
YouneedtoKNOWMOREABOUTHOWPEOPLELIVE.
YouneedtoKNOWABOUTEVERYTHING.
YouneedtoPROVIDELOTS
OFGOODCHOICES.
YouneedtoADAPTTODIFFERENT
CHANNELSANDPLATFORMS.
YouneedtoSTOPCARINGABOUTCASESTUDIES.
YouneedtoREDEFINESUCCESS.
Consideryourselfchallenged
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Shift&Reset
BuildingYourBrandInTheDigitalAge
[Extras]
KnowYourAudience
DemographicPsychographicTechnographicBehavioral
OrderofOperations
GoalsStrategies
TacticsResources
Whatyouneedtoknow...about(someof)thetools
Thereisno‘rightway’toblog
Moredynamiccontent=moreremembering
Gamesareformorethanplaying
Mobilephonesarealwayson,alwaysactive
EverythingIsSocial
YouMustBeFindable
Communicationhappensofflinealso
Whatyoushouldknow...togetstarted
1)CreatingaudienceProfiles
2)Developingacontentplan
3)Monitoring
4)Experimentingw/outreach
5)Buildingsystems
Beforeanythingelse
1)Positioning
2)RealTime
3)Value
4)Transparency
Focuson...
Anddon’tforget...
Change is hard: You are asking people to shift their
behavior. It cannot be forced.
Audiences need help and support: You need to teach people how to have
an impact.
Organizations must be patient and committed: You have to invest -- time, money, energy, and focus
-- to be successful.
Try. Fail. Learn: There are no right answers. Nobody
knows exactly how this stuff works.