the advent of social brands
DESCRIPTION
Is 2011 the year of the social brand? Find out in this marketing trend overview, finishing with 7 tips for brand strategy.TRANSCRIPT
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2011: the advent of
Social Brands
Brant Emery
February 7, 2011
techMAP Amsterdam
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Every once in awhileFacebook makes all 500 million of those
people switch to a new layout
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© The Oatmeal www.theoatmeal.com
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2010
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Push from the top
Groundswell change
Tech
Cost
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So what have the Romans ever done for us?
• Cost
Credit Crisis
© Monty Python’s Life of Brian, 1979
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Brands • Smaller marketing budgets • Moving away from traditional media advertising• Digital – video exploded (Old Spice)• Diversified budgets across specialist agencies• Marketing innovation providing competitive
differentiation • Changing from ‘buy what we sell’ to ‘make what I want’
Consumers• Tried new things, like store brands and they weren’t
disappointed…• Don’t want ultimate choice (the Starbucks lesson)
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And technology…
Brought us closer to each other.
People sharing accessible and visible content that represented their beliefs, interests, values and experiences.
We call it social media.
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We’re moving towards
Social Brandspowered by…
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////The Truth™
Jonathan Baskin in Advertising Age states – marketers have a ‘truth gap’.
Case: Domino’s Pizza Turnaround
• Truth is a powerful tool• Requires consistency • Real insight – not assumptions• Test your campaign ideas Jack Nicholson, A Few Good Men, 1992
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////////More than fans…Promoting people’s passions!
Example: Chictopia• Thousands of girls
blogging daily new outfits and styles
• No resistance to naming each piece by brand and linking to online shops
• Obvious trendsetters• Influential, honest and
active
Facilitate their lifestyle and they will facilitate your brand!
Screenshot, chictopia.com
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/////////////////Social peer influence
• People's influence on each other rivals online advertising.
• Nielsen Online estimates advertisers created 1.974 trillion online advertising impressions, compared to the 500 billion impressions people make.
• People's online impressions on each other about products and services are about one fourth of online advertising impressions – but more credible!
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////////////////////////////Digital scarcity
Elite, premium, virtual goods, digital products, promotions.
Future? Groupon by location: collect the deal at the business itself, first to arrive gets the best discounts.
© Mr Porter, ‘elite’ campaign example
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//////////Using statistics (correctly)
Remember the difference between correlation and causality!
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//////////Gamification
Strike! www.alloptions.nl Gaming for recruitment
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7
BRAND
THOUGHTS ON
ENGAGEMENT
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Don’t think in CHANNELS
Think in CYCLESFacilitate consumers to create the social proof for your brand. Conversation.
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Define the brand, not the message.
Flexibility to communicate the brand more effectively, across media and to evolve.
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Set clear goals and outcomes. Then iterate as you implement.
A brand strategy needs clear goals, expectations and critical success factors. Not all goals need to be revenue based or short term.
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Everything is measureable!
Measurement is critical to continuous improvement and ongoing success. Define your outcomes and expectations.
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Buying your product / service should be your customer’s first step, not their last.
The purchase is just the start of your customer’s journey, so make it a good one.
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Events rock!(aka How RedBull built a brand leader)
53% of 300 senior marketing executives say event and experience marketing still generates the biggest ROI, viral and brand engagement. (BrandWeek)
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Generation branding
Are you communicating your brand effectively to all generations of your consumers?
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That’s it, thanks!
Brant Emery
rentabrant.com
Twitter: @brantemery
Remember, technology is moving fast, but as marketers you must not forget that your market may not be moving at the pace you think. Don’t operate on assumptions.