brand spread syd 09
Post on 17-Oct-2014
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What is brand spread and how does it move through social networks? This was the question that was answered at BCM Sydney's What Next presentation at the Blue Hotel on 4 December 2009TRANSCRIPT
What Next
Brand Spread presentation
December 2009 Sydney
Social media - here to stay
“Television won’t be able to hold on to any market it
captures after the first six months. People will soon get tired of staring at a plywood
box every night”.
Darryl F. Zannuck, Head of Twentieth Century-Fox, 1946
“I think there is a world market for maybe five computers”.
Thomas J. Watson Snr, IBM Chairman, 1943
True and authentic connection
New opportunities to activate brand passion and affiliation
Welcome to the revolution
How do I surprise my consumers to make them want
to share my brand?
Community
& brand spread
The ingredients and methods
1.
“... DON’T SUCK.”
Jimmy Wales, Wikipedia Co-Founder, Sept 2008
Ensure that there is clarity around your brand and your brand idea
The brand idea should be sustainable for the long term
The interactive expression of the brand must be true to that idea
Build the brand based on human insight - it makes sharing easier
Spread it
2.
Creatively this opens up an entirely different way of thinking
Create stuff worth sharing
Make it engaging
Know your community
Think about how sharing can facilitate growing your on-line community
Spread it
3.
The power of recommendation
Think of your brand’s interactive assets as a digital campfire - warm, friendly, and social
Fuel that fire with a planned approach to content
Building community is a strategy, not a tactic
Spread it
4.
Visible
Method for brand spread
When planning an interactive asset ensure that traffic is considered and budgeted for
Remember that online and offline activity should work together
Sustain traffic driving post launch
Spread it
5.
What have you got to say?
What value do you have to bring?
How can you use the community to create relationships?
500,000 views 1,000,000 downloads
Your interactive assets are an ongoing work in progress
Multi-platform approach generates more eyeballs, more exposure, and more opportunity for community building
Interactive assets can evolve to long term business tools, platforms or products
Spread it
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