brands and digital culture
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Brands And Digital Culture:It Doesn’t Have To Suck
Washington University Olin School Of Business‘Brands And Social Networks’ Marketing Seminar
February 24th, 2011
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Hello,
I’m an Account
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Simply said,I try to serveas a guide for brandand agency teams,
navigating an alwayschanging landscape.
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I help makeconnections that
enable people and
brands to createstories together.
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Spanning causes,
retail, automotive,
CPG, and financial.
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A few things I’ve learned:
It’s not easy. Or free. Or turnkey.
Or an intern’s job. Or a reason to freak Or a task to push to a silo-d ‘digital’ te
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Source: David Armano, Logic And Emotion Dec 2010
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My hope for todays discussion:
Provide some actionable lessons + ide
that you can implement for your brand
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5 things to consider for your approach.
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Being a social brand is about more than media.
Complexity is a marketers best friend.
Stop worrying about ‘digital’ vs ‘traditional’.
Rethinking the role of film.
Mobile lifestyles, not just mobile devices.
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5 things to consider for your approach.
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Being a social brand is about more than media.
Complexity is a marketers best friend.
Stop worrying about ‘digital’ vs ‘traditional’.
Rethinking the role of film.
Mobile lifestyles, not just mobile devices.
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5 things to consider for your approach.
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Being a social brand is about more than media.
Complexity is a marketers best friend.
Stop worrying about ‘digital’ vs ‘traditional’.
Rethinking the role of film.
Mobile lifestyles, not just mobile devices.
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We’ve been obsessing over platforms, rathan focusing on the underlying behavior
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Pre 2005 2006 - 2007 2008 - Present
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It’s a natural reactionto technological disruption.
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Technology changes, but it’s still about pconnecting and sharing with other peopl
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“Communications
tools don’t becomesocially interesting
until they become
technologicallyboring.”
- Clay Shirky, Author And Futurist
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A key difference: being a social brand,vs using social media.
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VS
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Reinventing a dustybrand in a low-interest
category.
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What most people don’t realize is they spyears testing out different ideas, and refi
2007 2008 2008
Strange yet intriguing main characters, perfect comedic timing, odd situa
Source: Bud Caddell “The Art Of Repetition And Recombinance” Aug 6th 2010
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Then they found the perfect person.The man your man...well, you know the r
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An inherently social idea easilylent itself to transmedia storytelling.
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After that much media attention, and mopassed, the idea still draws people in.
Source: AdAge February 2011
Over 3.5 million views in the first week, a
even include millions more on bro
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“It’s one of the reasonsanyone buys anything;not just to own aproduct, but to become
a part of the story.”- Jay-Z, Decoded
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Implications.
Technology comes and goes- don’t get caught in the technolust trap.
Just because a platform exists, doesn’t mean it’s right for your brand/product/go
Never underestimate how much you can learn by listening to what people expect
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5 things to consider for your approach.
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Being a social brand is about more than media.
Complexity is a marketers best friend.
Stop worrying about ‘digital’ vs ‘traditional’.
Rethinking the role of film.
Mobile lifestyles, not just mobile devices.
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Marketing, as marketers envision it.
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Marketing, as people experience it.
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Role For Brands That Bridge Intersecting Realities
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Things Real People Don’t Say About Advertising
T h i l d ’ ll
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Truth is, people don’t really carewhether your ideas are digital or traditio
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Just make it useful, stupid!
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By the Summer of 2010, over 35% of all USAA cus
checks were processed via the banks mobile a
Source: Netbanker and Banking.com July 2010
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Source: FastCompany Jan 2011 Feature
Digital cno longeek
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Strateg force reappraisal of sa ings c
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Strategy: force reappraisal of savings cuamong young Americans.
Challenges:
• Facing the worst economic recession in a generation.
• A culture already inclined to spend over save.
• Intense distrust and even hatred for the financial world (justifiably so).
• Despite knowing a change was needed in their finances, most were paralyzed
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Put savings into a familiar context.
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Rather than run ads talking about saving
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Rather than run ads talking about savingit showed people the tangible rewards.
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“From saying things atpeople, to doing thingswith and for people.”
- Gareth Kay, Director Of Brand StrategyGoodby, Silverstein and Partners
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Implications.
Great ideas don’t have clear distinctions between ‘online’ and ‘offline’ elements.
Aside from the geek contingent, simpler is almost always better.
Focus on platforms that allow for fast iteration, refinement, and relaunch.
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5 things to consider for your approach.
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Being a social brand is about more than media.
Complexity is a marketers best friend.
Stop worrying about ‘digital’ vs ‘traditional’.
Rethinking the role of film.
Mobile lifestyles, not just mobile devices.
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6 out of 10 people nowown a DVR (or othertime-shifting device).
- Comcast Corporation Research August 2010
Source: MSNBC Today Show 8/17/2010
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And yet...
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Source: MediaPost Dec 2010
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Film itself isn’t in question, but when, wh
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Film itself isn t in question, but when, whand how it can be experienced has chang
Source: Morgan Stanley State Of The Internet Nov 2010
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Strategy: get teens to take action by high
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Strategy: get teens to take action by highthe disrespectful behavior of Big Tobacco
Challenges:
• Limited paid media budget + timeframe.
• Highly sensitive legal issues.
• Toxic cultural and political environment dominated mass media.
• Perception among teens that tobacco is a ‘lesser evil’.
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Source: Arnold + American Legacy Foundation Strategy Development Summer 2010
Film was a crucial way to start a dialogu
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Film was a crucial way to start a dialogu
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Shards Of Glass Announcement
Product Innovation
Deeper meaning came through robust ac
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p g gacross all Truth social platforms.
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Let people discuss theissue together
Provoke and incite action Content + ente
Implications
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Implications.
Technology has liberated film- identify the ideal role for your initiatives.
Contrary to conventional wisdom, shorter is not always better.
People don’t care about production value and perfect editing- just get it made, an
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Let’s take a breather In summary:
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Let’s take a breather. In summary:
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Being a social brand is about more than media.
Complexity is a marketers best friend.
Stop worrying about ‘digital’ vs ‘traditional’.
Rethinking the role of film.
Mobile is more than just ‘mobile’.
Overtime session
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Overtime session.
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Being a social brand is about more than media.
Complexity is a marketers best friend.
Stop worrying about ‘digital’ vs ‘traditional’.
Rethinking the role of film.
Mobile lifestyles, not just mobile devices.
Problem: brands haven’t let go of an outd
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gmodel for how people make decisions.
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Source: Forrester Technographics 2008
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Constant technological shifts have enabl
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a more complex and non-linear process.
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Strategy: turn a concert series
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into a cultural pulse for (RED).
Challenges:
• No paid media.
• Under $250K production (start to finish).
• Small venues, limited total audience reach.
• A tanking economy squeezing even affluents disposable $.
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Content creation came exclusively from fth d (RED) d t
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on the ground- (RED) served as a curator
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We asked fans
If you’re tweeting, use
Tag your photos #re
Use #rednights and
DL the fan toolkit an
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Implications.
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Implications.
Brands are far more interesting when they are multi-dimensional. Embrace your p
People are not stupid. Give them credit.
No one outside of the marketing department worries about ‘multiple messages’ o
schizophrenia’.
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Overtime session.
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Overtime session.
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Being a social brand is about more than media.
Complexity is a marketers best friend.
Stop worrying about ‘digital’ vs ‘traditional’.
Rethinking the role of film.
Mobile lifestyles, not just mobile devices.
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‘Social’ and ‘mobile’are increasinglyinseparable.
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Source: JeSS3 Strategic Consultancy August 2010
Culture is rapidly adopting the mobile we
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p y p g
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Source: Morgan Stanley State Of The Internet Nov 2010
But marketers have responded by spendmore on intrusive ads people don’t want
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more on intrusive ads people don’t want.
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Source: Nielsen “State Of Mobile Apps” Sept 2010
At the core, there seem to be two key pro
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, y p
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1.
2.
Starting with the brand, instead of mobile beh
Lumping mobile into one amorphous blob
How can you best facilitate mobile decis
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y
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1.
Incentive Info
Entertainment
Providing monetary value(coupons or promotions),
or an exchange of brand
currency (contests,
prizes)
Educating, pbrand, produc
news,or an
question
commen
Curating or developingcontent, ideas and platforms
for entertainment &involvement beyond brand
messaging.
Giving pemechanism
decision, find
accomplis
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Integration WITHIN mobile, not just OF m
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2.
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Implications.
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Mobile behavior requires looking to new sources for inspiration. Get out of the ma
Get granular with ideas- plan for the tactical as well as the strategic.
Fast, simple, and clean UX are paramount. Don’t underestimate their value.
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OK. Done for real this time. In summary:
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Being a social brand is about more than media.
Complexity is a marketers best friend.
Stop worrying about ‘digital’ vs ‘traditional’.
Rethinking the role of film.
Mobile is more than just ‘mobile’.
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Depending on how you look at it, these
incredibly fun or incredibly scary times
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What kind of organizational culturalwill you shape and develop?
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will you shape and develop?
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• Will you encourage experimentation? (you should)
• Will you embrace failure? (within acceptable limits)
• Will you refuse to use the phrase ‘that’s how it’s always been done’? (yes, pl
• Will you push folks like me and demand constant innovation? (I can take it)
If you’re interested in staying connected.
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avin.narasimhan
@gmail.com
facebook.com/
avin.narasimhan@avin_narasimhan
linkedin.com
avinnarasimh
avin_narasimhanavin.posterous.com nahmisaran avin_narasimha
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