Can we Build a Believable Brand with SEM Campaigns? From plain 1.0 Search Engine Marketing using Social Media towards Conversion & Contextual marketing.
Business Model Canvas (BMC)- A new venture concept
Building Believable Brands with SEM Campaigns
1. Building
Believable Brands
with SEM campaigns
SEM FORUM - Hotel Le Meridien
Brussels, 25 thJune 2009
www.lbigroup.be
Kurt Vergult – Creative Director
Antony Slabinck - Client Service Director
Building Believable Brands
2. SEM FORUM - Hotel Le Meridien
Brussels, 25 thJune 2009
www.lbigroup.be
Kurt Vergult – Creative Director
Antony Slabinck - Client Service Director
Building Believable Brands
5. About LBi
The leading digital agency in Europe ... >160M turnover... >1500 employees...
12 Countries... 35 offices... Vision... Values... Brand... Awards…Products...
Nice ... but it doesn’t really matter!
Building Believable Brands
6. 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
7. If our/your company data
doesn’t matter...
What ?
Does
Matter
?
…WHAT
Yes, We
?
Building Believable Brands
8. 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
9. This is
your brand
today
0.0 & 1.0
Your Brand
Building Believable Brands
10. 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
12. Consumers vs your brand – Web 0->1.0
Your
Brand
The old world
Building Believable Brands
13. 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
21. United Airlines Commercial
An existing TV commercial from United Airlines on TV in 2006
• Setup : The management Board Room in 1989
• 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
24. No more ‘targets’
“Customers aren’t targets anymore…
they are your most important assets”
Meg Whitman, CEO & President, eBay
Building Believable Brands
30. 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
31. Pick up user generated stories
Enhance them Building Believable Brands
39. Case 1 : Lufthansa bidding KLM adwords?
Building Believable Brands
40. Case 2 : Car insurances with 60% discount?
Building Believable Brands
41. 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
42. Case 4 : LandRover starting a conversation
First steps into
Conversation Marketing
Building Believable Brands
43. Case 5 : VOLVO Ad on YouTube Go to WWW
Building Believable Brands
44. Case 5 : VOLVO XC60 on Twitter
Building Believable Brands
45. Case 5 : VOLVO XC60 on Flickr
Building Believable Brands
46. Go to WWW
Case 6 : Meet the VOLKSWAGENS
First steps into
Contextual Marketing
Building Believable Brands
47. Case 6 : Meet the VOLKSWAGENS Go to WWW
Building Believable Brands
50. 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
51. Building
Believable Brands
with 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 Director
Antony Slabinck - Client Service Director
LBi Belgium : www.twitter.comLBiBelgium
Building Believable Brands