3. what can the internet provide a brand?
‣ differentiation
‣ integration
‣ amplification
4. / differentiation of the brand
Delivering a service or product via information,
entertainment or other added values. In a way
that separates a brand from it’s competitors.
5. Project:
Position Sony Bravia as the top brand for flat screen tv technology
Strap-line (promise):
“Color like no other”
Strategy:
Build awareness and expectation via the web using social media
Follow up online launch with traditional media buyout.
Use web as a channel for feedback and extension
9. / integration of the brand
The internet can help integrate multiple brand-
building approaches on one common platform
providing synergy and consistency.
13. quot;Some people only go to MySpace. It's where they're on all
day. Some only go to LinkedIn. Our goal is to make sure
that each supporter online, regardless of where they are,
has a connection with Obama,quot;
Scott Goodstein, Obama’s digital campaign manager
15. quot;Because of the Internet, Obama has built a movement.
He's leading a cause.”
Alex Castellanos Washington Post
18. Main
site
Campaign
Communities
sites
Bloggs
Viral Brand
Web-PR Banners
Search
Engines
27. / amplification of the brand
Adding continuity and depth to marketing
programs.
Increasing engagement and providing
detailed feedback via measurable effects.
31. “What can I learn from you?”
“What can I get from you?”
32. Let go of the campaign mindset. Digital is not like traditional
marketing...digital never ends.... If you're not sticking around to
transform that attention into new relationships, you're wasting
your effort.
http://www.mikearauz.com
36. / amplification of the brand
Adding continuity and depth to marketing
programs.
Increasing engagement and providing
detailed feedback via measurable effects.
37. / amplification of the brand
Adding continuity and depth to marketing
programs.
Increasing engagement and providing
detailed feedback via measurable effects.
39. Social media marketing is not a replacement for other
marketing tactics. Success with social media tools
requires time and effort, not money.
Gerd Leonhard http://www.mediafuturist.com/
41. The progression of economic value
Joseph Pine “The experience economy”
commodities Goods Services Experience
Extract Make Deliver Stage
45. For the customer For Apple and Nike
Improves the runners experience Positions both as innovators
Provides valuable statistics distance, time, Creates returning traffic
calories etc,
Increase sales in itunes
Allows the runner to share a personal
goals, challenges and soundtracks Increase sales of nike products
Makes you part of a community - challenge Promotes brand loyalty
anyone anywhere to a race
47. What should a brand do on the internet?
‣ Take it seriously! (your customers do)
‣ Think web and not just website
‣ Create open discussions
‣ Listen & Learn
‣ Adapt & Evolve
‣ Experiment
Notas do Editor
2005 campaign by fallon
30 million euros campaign
Bravia sold out in the UK and the ad was downloaded nearly 20,000 times in eight weeks.
Generated over 650,000 blog posts
Jose Gonzales - Heartbeats
A brand must be true to its-self
and be what they say they are through others
internet is different for each person
Content must be moveable
A Facebook group called Students for Barack Obama, started in July 2006 by College student was so successful that it became an official part of the campaign.
not because of the internet but how he used it.
photos of backstage events on election night posted to Flickr
because of the personal nature of the material people really felt that they were in direct communication to Obama.
decentralizes the brand
Cannes 2008 Grand Prix in Film by Fallon London
The commercial was uploaded to YouTube shortly after it first aired in 2007
viewed over 500,000 times in the first week.
Instead of creating a main site they created a widget that sits over different social media sites.
copied modernista site, but the point here is experimentation, not original ideas.
Before the message came from the brand to the consumer
The customer is not longer a passive receiver.
A brand needs to be in many conversations on many platforms.
skittles case where the twitter users were reflecting the brands message
If you go in with a traditional campaign mindset you may be successful at generating a flash of attention, only to watch it evaporate as quickly as it was earned
Dove evolution film launched 2006
a distorted perception of beauty
doves site provides a platform to further discussion
tools and workshop guides that mothers and mentors such as teachers can use.
Well equipped brands will use this recession to build differentiation but they can only do that effectively if they use measurability.
nike plus launched 2006
a service and an experience
combines the physical world with the digital world.
35% new to using Nike footwear.
93% said they would recommend it to a friend