O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Branding in the digital age

5.396 visualizações

Publicada em

Presentation about branding in the digital age and the role services, content and media can play in this process.

For the KPN / Avans seminar

Publicada em: Tecnologia, Negócios

Branding in the digital age

  1. 1. I missed the golden age of advertising...
  2. 2. ...and the internet bubble
  3. 3. The advertising and internet age are dead (Lucky me!)
  4. 4. Long live the digital age
  5. 5. I’m not going to tell you about the upcoming hypes and trends
  6. 6. I’m not going to tell you that there are more the 58.000 tweets every minute
  7. 7. Or that Youtube streams more the 2 billion videos each day
  8. 8. I’m not even going to tell you about social gaming and the 1 billion dollar industry it represents
  9. 9. I’m here to talk about branding
  10. 10. Branding in the digital age
  11. 11. What is a brand?
  12. 12. Your brand isn’t your logo
  13. 13. Your brand isn’t your flagship store
  14. 14. Your brand isn’t your product
  15. 15. Your brand isn’t your website
  16. 16. You don’t own your brand
  17. 17. a brand is a person’s gut feeling about a product, service or organization
  18. 18. Thoughts, feelings, desires and Memories
  19. 19. It’s not what you say it is
  20. 20. It’s what they say it is
  21. 21. They make and brake brands
  22. 22. Branding is using marketing to influence peoples’ attitudes towards and perceptions of the brand
  23. 23. Brand loyalty is earned over time through consistent positive experiences and engagements with a product, service or company
  24. 24. What effect has the ‘digital age’ on branding?
  25. 25. What is this digital age?
  26. 26. The digital age isn’t just online
  27. 27. sorry Steve The digital age isn’t just technology
  28. 28. TV isn’t dead in the digital age
  29. 29. Viral marketing isn’t easy
  30. 30. and social media isn’t the holy grail
  31. 31. in fact...
  32. 32. “Social media is like teen sex. Everybody wants to do it. Nobody knows how. When it’s finally done there is surprise. It’s not better.” Avinash Kaushik - Analytics Evangelist, Google in fact...
  33. 33. The digital age is a result of ongoing digital innovations
  34. 34. It’s about the effects of that technology.
  35. 35. Effect on the way people communicate, shop, use information, live and so on.
  36. 36. The digital age is the age of transparency, social interaction, authenticity, dialogue, real-time, content, connections, participation, engagement, openness, added value, relevance, storytelling and listening.
  37. 37. Branding is still about using marketing to influence peoples’ attitudes towards and perceptions of the brand
  38. 38. Brand loyalty is still earned over time through consistent positive experiences and engagements with a product, service or company
  39. 39. The playing field just changed.
  40. 40. from Controlled Organized Medium focussed Product-driven Monologue
  41. 41. to... Transparent Authentic Medium independent Vibrant People-driven Dialogue
  42. 42. It’s not about reaching 1.000.000 in order to sell to 100
  43. 43. It’s about reaching 10 people that reach 100 people that reach 1000 people that...
  44. 44. The two most important questions a brand in the digital age should ask itself.
  45. 45. 1. How can we create positive experiences?
  46. 46. 2. How can we engage with our audience?
  47. 47. Time for some examples
  48. 48. What if... we would like to sell some running shoes
  49. 49. COOL SHOES RIGHT?!
  50. 50. “We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go” Stefan Olander, Global director of brand connections at Nike
  51. 51. Why do people buy our products?
  52. 52. Why do people buy our products? Running.
  53. 53. And what do they do when they are running?
  54. 54. And what do they do when they are running? Listen to music.
  55. 55. 117.697 runners joined the Human Race Runing 1.291.084 kilometers collectively 32 times around the earth
  56. 56. service - tracking - challenges /goals - compete / compare
  57. 57. service - tracking - challenges /goals - compete / compare content - audio/video workouts - original music - voice prompts - customized workouts
  58. 58. service - tracking - challenges /goals - compete / compare media content - forums - audio/video workouts - sharing (twitter / facebook) - original music - advertorials - voice prompts - customized workouts
  59. 59. product service - ipod - tracking - footwear - challenges /goals - apparel - compete / compare - accessories media content - forums - audio/video workouts - sharing (twitter / facebook) - original music - advertorials - voice prompts - customized workouts
  60. 60. Increased market share in the US. From 48% in 2006 to 61% today Matt Powell, SportsOneSource analyst
  61. 61. OK! Another one.
  62. 62. Antwerp Zoo
  63. 63. Antwerp Zoo Challenge: How to create 200.000 extra visitors (+18%)
  64. 64. Antwerp Zoo
  65. 65. What did we see?
  66. 66. omschrijving klik 2x
  67. 67. omschrijving klik 2x
  68. 68. omschrijving klik 2x
  69. 69. omschrijving klik 2x
  70. 70. service - Live birth broadcast - Mobile update service - Platform omschrijving klik 2x
  71. 71. service - Live birth broadcast - Mobile update service - Platform content - photo’s/video’s/stories - animal fosters - games omschrijving klik 2x
  72. 72. service - Live birth broadcast - Mobile update service - Platform media - forums - photo/video sharing - weblogs - social networks content - photo’s/video’s/stories - print - animal fosters - guerilla - games omschrijving klik 2x
  73. 73. product service - tickets - Live birth broadcast - specials - Mobile update service - merchandise - Platform media - forums - photo/video sharing - weblogs - social networks content - photo’s/video’s/stories - print - animal fosters - guerilla - games omschrijving klik 2x
  74. 74. 300.000 more visitors in 2009 (200.000 paying) compared to 2008. 165.000 visitors within one month after birth.
  75. 75. 559.824 Belgians follow the birth live via the internet. (that’s 20% of the population). With a media budget of €50.000 they created €3.000.000 worth of media value.
  76. 76. Ingàh-Thà’ Emmen 196 Kai-Mook Antwerp 210.000
  77. 77. Inspiration! But where do I start?
  78. 78. doing is understanding
  79. 79. How social are you? Who has a account?
  80. 80. How social are you? Who has a profile on . or
  81. 81. How social are you? Have you ever shared content online? or
  82. 82. How social are you? Did you ever use twitter?
  83. 83. How social are you? Last.fm .....anyone?
  84. 84. If you said no to any of these questions you have homework.
  85. 85. Open an account and try, try, try.
  86. 86. Experience the rules of the medium.
  87. 87. Never say “that isn’t going to happen”.
  88. 88. 87 million players
  89. 89. Listen, observe & try to understand your customers.
  90. 90. Use the tools “they” use to spy on “yourself” alerts
  91. 91. Remember. Everything your brand does will become transparent.
  92. 92. And don’t be afraid to talk back.
  93. 93. It’s about reaching 1 person that reach 2.061 persons that reach 259.686 persons that...
  94. 94. How can we create positive experiences and how can we engage?
  95. 95. product service How can we create positive experiences and how can we engage? media content
  96. 96. How can we create positive experiences and how can we engage?
  97. 97. product - knowledge - accountant services How can we create positive experiences and how can we engage?
  98. 98. product service - knowledge - financial update - accountant services - helpdesk - charming CEO How can we create positive experiences and how can we engage?
  99. 99. product service - knowledge - financial update - accountant services - helpdesk - charming CEO How can we create positive experiences and how can we engage? content - articles - links - video explanations
  100. 100. product service - knowledge - financial update - accountant services - helpdesk - charming CEO How can we create positive experiences and how can we engage? media content - twitter - articles - blog - links - youtube - video explanations
  101. 101. Nothing is boring.
  102. 102. You just have to make it relevant for the user.
  103. 103. Whether you use to share knowledge, your passion as an entrepeneur or to awnser enraged customers
  104. 104. Or / to connect with millions of people (and their friends), target ads with extreme precision or create the worlds first second social webshop
  105. 105. Branding in the digital age is about transparency, authenticity, content, engagement and relevance. Ow, and remember...
  106. 106. This is your future audience. They are born digital.
  107. 107. This is your future audience. They are born digital. Enjoy!
  108. 108. thanks!

×