Download - Branding in a digital world
Branding in a digital world
Rewir branding agency
Topics for today
What is a brand in the digital world?
How do you build brands in a digital world?
A lot has changed but not everything
A brand consists of all opinions, associations and emotions that the surrounding world has to
your name and logotype right now
This has always been true
Ask yourself
Why are some brands…
…loved…
http://www.flickr.com/photos/brian-fitzgerald/257377081/
…while others are hated?
http://www.flickr.com/photos/fibonacciblue/4657781224/
It’s not because of advertising or communication
Even though those can be a powerful tools
It’s because of the experience they deliver
Think about the most loved brands
They all deliver an experience worth talking about…
…and “word-of-mouth” between friends is the holy grail of building a strong brand
Social media is like putting oil on the fire that is “word-of-mouth”
Some figures…
500 000 000 000Number of minutes spent on Facebook each month
500 000 000 000Number of minutes spent on Facebook each month
233% increase from last year!
24 hoursAmount of video uploaded to Youtube each minute
100% increase from last year!
24 hoursAmount of video uploaded to Youtube each minute
4 000 000 000Number of pictures on Flickr
13x more than the US Library of Congress
27 MillionThe average number of “tweets” per day on Twitter.
1 3
Amount of women in the age between 18-34 that checks Facebook before they go to the toilet in the morning
This changes branding in its foundation
Brand
Before Now
PR
Advertising
Experience
Conversation
Brand
PR
Advertising
Experience
Conversation
Experience Conversation
Great experiences… …create great conversations
Bad experiences… …create bad conversations
An example of greatness…
Zappos is a online store that is absolutely insane about customer service
They call it the WOW philosophy
24/7 Customer service over the phone
365 days return policy
Free shipping both ways
Exerpts from twitter.zappos.com
CEO Tony Hsieh’s best social media tool
Show me the money! Turnover for Zappos
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 20090
200000000
400000000
600000000
800000000
1000000000
1200000000
1400000000
Millions of dollars!
So what happens when it goes wrong?
United breaks guitars!
“Musician Dave Carroll said his guitar was broken while in the airline's custody. He alleged that he and fellow passengers on board a flight plane saw baggage-handling crew throwing guitars on the tarmac in Chicago O'Hare on his flight from Halifax, Nova Scotia to Omaha, Nebraska.
He arrived at his destination to discover that his $3,500 Taylor guitar had indeed suffered a broken neck (shown in his video). Fox News questioned Carroll on why he checked the valuable guitar and Carroll explained that it is difficult to bring guitars onto flights as carry-on luggage”
Dave Carroll did what many other do – complained online
With one difference – he knew how to communicate on the web
The song had a possible direct impact on United’s stock
“The Times newspaper reported [17] that within 4 days of the video being posted online, United Airline's stock price fell 10%, costing stockholders about $180 million in value.
http://en.wikipedia.org/wiki/United_Breaks_Guitars
What does this tell us?
Experience Conversation
Experiences matter… …because the world is talking
But not just any experience
They have to be remarkable
They have to be worth sharing
They have to be possible to share
They have to be allowed to be shared
They have to be delivered by everyone
This puts new requirements on companies
1. Your brand must design and create experiences
http://www.flickr.com/photos/t_trace/282175990/
2. Everyone in your company must understand what to deliver to be in line with your brand
http://www.flickr.com/photos/zbowling/2746925285/
3. You need to turn the marketing bullhorn around
http://www.slideshare.net/missrogue/whuffie-at-web-20-expo/
Lemme explain…
Super bowl is THE bullhorn
http://www.slideshare.net/missrogue/whuffie-at-web-20-expo/
4. You need to empower your community
http://www.flickr.com/photos/brazilnut72/2247695138/sizes/l/
5. You need to accept and embrace chaos
http://www.flickr.com/photos/walkadog/3327203671/sizes/l/
Even with eyes closed the chaos is still there
6. Learn the logics and dynamics of social media
So what to do?
A concrete way to approach this world is the customer journey concept
The customer journey is a customer-centric way to look at your company
The concept emphasizes the experience of a brand…
…to create a map for where remarkable experiences should be created for maximum impact
1 2 3 4 5 6 7 8 9 10
What actions and interactions do your customers have with your brand?
Both those that are in and out of your control
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How are those interactions delivered, through which channels?
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Which are the most critical interactions, what are the moments of truth?
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Who are delivering the experiences, both in and outside of your organisation?
How remarkable are those interactions and are they in line with your brand?
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Greatness
Negative
Answering these questions creates a map
It helps you to understand where you should focus your efforts
It helps you to understand where to create remarkable experiences
It helps you to understand where digital tools can enhance the experiences
Key conclusion: People are at the centre
And of course also people you don’t control
http://www.flickr.com/photos/dcoetzee/3591718222/sizes/l/
So remember this…
The digital tools are just a mean, not an end
Sure, the magic is in the execution but…
…if you don’t know why you are in social media
your customers will not know either
It’s not about digital branding
It’s about branding in a digital world