building believable brands with sem campaigns
TRANSCRIPT
Building Believable Brands
Building Believable Brandswith SEM campaigns
Brussels, 25 thJune 2009www.lbigroup.be
Kurt Vergult – Creative DirectorAntony Slabinck - Client Service Director
Building Believable Brands
• Brussels, 25 thJune 2009
• www.lbigroup.be
• Kurt Vergult – Creative Director
• Antony Slabinck - Client Service Director
Building Believable Brands
AGENDA
1)What’s important?2)The Problem3)The Solution4)Key values for Building Believable Brands5)Can we combine SEM Campaigns & BBB?6)Some SEM Cases
Building Believable Brands
1. What’s important?
Building Believable Brands
The leading digital agency in Europe ... 160M turnover... 1645 employees... 12 Countries... 35 offices... Vision... Values... Brand... Awards…Products...
Nice ... but it doesn’t really matter!
About LBi
Building Believable Brands
About your company ...
Turnover... Number of employees... Number of countries... Number of offices... Vision... Values... Brand... Awards… Products...
Yes, it’s important, but does it really matter?
Building Believable Brands
If our/your company data doesn’t matter...
WhatDoes
Matter?Yes, we…
WHAT?
?
Building Believable Brands
YOUR
CUSTOMER
And...He wants to have fun.He wants to get added value. He even wants to be part of a community... and get engaged
Building Believable Brands
Your Brand
This is your brand today
0.0 & 1.0
Building Believable Brands
Today an average person sees 4.000 ads a day
Doesn’t make any sense to add your message on top of that
Massive overload of information
Building Believable Brands
2. The Problem
Building Believable Brands
Consumers vs your brand – Web 0->1.0
YourBrand
The old world
Building Believable Brands
Customers aren’t listening
The old world was about control
The old world was very linear
The broadcast of the few has given way to the narrowcast of the many
Building Believable Brands
Buy More Adwords
Building Believable Brands
Consumers vs your brand – Web 2.0
YourBrand
The new world
Building Believable Brands
Make them eager to find you,
your site, your brand
Building Believable Brands
The new world is about empowerment
New world = new attitudes
Building Believable Brands
Support their creative conversation
Building Believable Brands
You can’t solve problems & challenges of today with the answers of yesterday
Building Believable Brands
You might miss their world
Building Believable Brands
Just one example: United Airlines CommercialAn existing TV commercial from United Airlines on TV in 20061) Setup : The management Board Room in 19892) Our oldest customer just fired us after twenty years... : In a conference room, a manager announces they have just lost a major long-time client, one too many. It's time for a "face-to-face" policy, in other words, not just call the customer, but also meet him. He starts handing out plane tickets to the other employees... which leaves room for a brilliant conclusion.
This video can be viewed at Youtube : http://www.youtube.com/watch?v=zZ6Z8kcoi-E
Building Believable Brands
3. The Solution
Building Believable Brands
Building Believable Brands
Building Believable Brands
No
sandcastlesmore
Building Believable Brands
“Customers aren’t targets anymore…they are your most important assets”Meg Whitman, CEO & President, eBay
No more ‘target’
Building Believable Brands
No
marketingmore evil
Building Believable Brands
Listen to your customers
Join their dialogue
Building Believable Brands
Consumers are
with each otherare interacting
Building Believable Brands
Engage
their termsconsumers on
Building Believable Brands
Join
Conversationtheir
Building Believable Brands
Your Brand Promise and your Service have to be one and the same
Believable brands are part of consumers’ lives by adding value, richness, fun…
Building Believable Brands
Pick up stories
Enhance them
Building Believable Brands
Technology brings as well the solution
Building Believable Brands
4. Key values to Build Believable Brands
Building Believable Brands
Building Believable Brands
SharingHonestyDialogue
Participation
OpenessListening
ConsistencyAdded ValueCollaboration
TrustPositivismRelevancyAuthenticity
Building Believable Brands
5. SEM Campaigns
Building Believable Brands
Building Believable Brands
&
SEM Campaigns
Building Believable Brands
What do you think?
Can we use SEM Campaignsto Build Believable Brands
Building Believable Brands
6. Some SEM Cases
Building Believable Brands
Case 1 : Lufthansa bidding KLM adwords?
Building Believable Brands
Case 2 : Car insurances with 60% discount?
Building Believable Brands
Case 3 : MC Cain buying Obama Adwords?
Bill Elward : <<So you can certainly imagine my surprise when I stumbled upon a McCain ad while searching Google for the term "obama". McCain had my vote up until that moment… It saddens me to think that our potential President would conduct his campaign in such a way - it scares me to think how he might run the country.>>
Building Believable Brands
Case 4 : LandRover starting a conversation
Building Believable Brands
Case 5 : VOLVO Ad on YouTube Go to WWW
Building Believable Brands
Case 5 : VOLVO XC60 on Twitter
Building Believable Brands
Case 5 : VOLVO XC60 on Flickr
Building Believable Brands
Case 6 : Meet the VOLKSWAGENS Go to WWW
Building Believable Brands
Case 6 : Meet the VOLKSWAGENS Go to WWW
Building Believable Brands
Building Believable Brands
Building Believable Brands
Listen to & join their conversations
Build honest relationships with your audience / customers
Start an ongoing dialogue with your customer
Search for Brand Advocates and empower them!Evolve, Engage and empower your communities
Building Believable Brands
Building Believable Brandswith SEM Campaigns?
YES WE DO!
Thank you!
Now we want to listen to you... Answer your questions ...And start a dialogue!
Contact:Kurt Vergult – Creative DirectorAntony Slabinck - Client Service DirectorLBi Belgium : www.twitter.com\LBiBelgium