1. Participation Across Platforms:
Your Brand in Social Media
Alex Morrison
vp consumer + brand strategy
agencynet interactive
twitter: alexgmorrison
e-mail: alex@agencynet.com
9. Should I buy this
product now?
What is this product?
Initial Awareness Understanding Consideration Purchase
Is this product right for me?
sing
erti
A dv
10. Am I willing to commit time/
energy to this Brand?
Initial Awareness Understanding Consideration Purchase Opinion Investment Advocacy
Do I like this product?
Does it represent me? Should I tell my friends about
this / make it a part of my
identity?
11.
12. In the digital world, people spend their time exploring the
things they are passionate about.
14. “What does our consumer care about,
and how can we make it better?”
15. By aligning with consumers passion points,
brands start to earn a natural place in people s
conversations.
16. So, what does a passion point look like?
For Josh, it’s extreme sports For some, it’s music
For Lindsey, it’s nightlife and
For others, it’s going green social culture
For Kelly, it’s tennis For Brian, it’s mountain climbing
17. Traditionally, we ve tended to group engagements into
their respective channels- each in its own, separate lane.
18. But like Mumbai, the digital world has no lanes.
It s all one road, shared by all.
22. How does a consumer form his perception of a brand?
23.
24.
25.
26. Then
Paid Media
Paid Media
Paid Media
Paid Media
27. Advocacy
Now Advocacy Advocacy
Advocacy
Advocacy Advocacy
Advocacy
Advocacy
28. Today and tomorrow, we must transition from
“pushing a message” to creating a dialogue
that emanates authentically from the brand.
29. Five Ideas to Take Away
1. Acknowledge the Shift. (Change is inevitable)
2. Be Authentic; stand for something.
3. Add value for your consumers. At any cost.
4. See One Road, not lanes.
5. Embrace the Ripple Effect.