suku sinnappan
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Tune in to Keep your Afloat
Dr. Suku SinnappanSwinburne University of Technology
GeeITDigital.com.au
Brands are owned by customers
• Brand image (Definition)– Impression in the consumers' mind of a brand's total
personality– Formed by tangible, imaginary qualities and
shortcomings. – Brand image is developed over time through with
consistency and is authenticated through the consumers' direct experience.
BusinessDictionary.com (2010)
EE2 = experience engineering
Source: http://www.socialstrategy1.com/wp-content/uploads/2010/06/Voice-of-Users.jpg
Contact points
• Non interactive vs interactive . • Interactive Contact points can influence
customers more than non-interactive. e-Interactive
HomepageWebsites / Banner Ads
iPhone / Smart Phone / PDAsE-books / iPad
TwitterFacebookMySpace
Wiki / Blogs / ForumsPodCast
Other Web 2.0
InteractiveRetail Store
EventsSpot Campaigns
Radio
Non-interactiveTV
BillboardsMagazines
Email signatureNewspapers
Catalogue
Digital Revolution
• Digital revolution has changed how customers choose engage with brands
• Convergence of technology and fluidity of content has dramatically changed the nature of how information is produced, consumed and shared.
• web 2.0, open source, virtual worlds, cost of technology,
Losing the grip
• Websites are losing grip as the sole digital voice about a brand or service.
• Customer feedback and involvement are multimodal, diverse and noisy
• 40% or 9 mil Australians communicate via social networks (Nielsen)
Source: http://w
ww
.barbwirem
useum.com
/images/Brand_Collage_b.gif
Need to Tune in and reach your customer in their own space
Source: http://adsoftheworld.com/media/print/brand_irony_colgate
When you tune in – you beat the clutter and find your space
before
after
Source: http://live.drjays.com/wp-content/uploads/2010/05/brands.jpg
Most popular social media websites
Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf
Fastest growing social media activity 2008 to 2009
• source
Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf
The
Web
2.0
Com
pila
tion
Source: http://w
ww
.flickr.com/photos/briansolis/2735401175/
Source: http://www.rossdawsonblog.com/Web2_Framework.pdf
Source: http://www.rossdawsonblog.com/Web2_Framework.pdf
Web 2.0 effect is hard to be calculated.But understood well by the younger
audience
The right tunning
• Trends are changing – freemium, crowdsourcing, produsage, convergence, customer engagement (not longer hits) etc
• Companies who ‘understand’ have done well – Monty Phyton (using YouTube)– LEGO (Adult Fans of Lego - AFOL)– Renault 12 sec strip (Viral user participation)– Old Spice (Viral Ad)– etc
Case Study on Telstra (Twitter)
• Profiles in twitter (a few operators – scott, yoshi, matt)
• Language used, voice, feel and mood• Issues and demonstration of dissatisfaction –
helstra, telstraishell• Is it across all Telco providers?
Questions
f2f or the below?– E-mail: [email protected], [email protected]– LinkedIn: http://www.linkedin.com/in/drsuku– Skype: drstudy– Twitter: http://twitter.com/dr_at_work– 2nd Life: study writer