imedia march brand summit: how brands can exploit the digital roadmap
Post on 21-Oct-2014
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How Brands Can Exploit the Digital Roadmap of Political Marketing
Todd HermanSocial Mobilizer @Crowdverb
Former Chief Digital Strategist, Republican National CommitteeTodd@CrowdVerb.com
From Principles To Permanent Communities
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Brand Challenges: National Political Organizations
• Branded Houses in Houses of Brands• Zero-sum games for houses of brands vs. incremental
victories for house of brands• Widely divergent “customer” demography, 18+• News-cycle dependent & accident prone• Stories sell people & policy, not true in reverse
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And yet ....
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And yet ....
220,000,000
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Principles Make It All Possible
Small GovernmentLife
Static Constitution
Active GovernmentChoice
Evolving Constitution
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The Political Process
PIT
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The Political Process
PIT
ersuasion
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The Political Process
PIT
ersuasiondentification
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The Political Process
PIT
ersuasiondentificationurn-out
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Example: Net Neutrality
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Example: Net Neutrality
The Platform
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Example: Net Neutrality
The Platform Planks
The Platform
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Example: Net Neutrality
The Platform Planks
Coalition Groups
The Platform
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Example: Net Neutrality
The Platform Planks
People
Coalition Groups
The Platform
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Quasi-Principle Based Marketing Examples
• Cause Marketing• “Green”• The people of Walmart• Fair Trade• Family (LDS Church)
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Quasi-Principle Based Marketing Examples
• Cause Marketing• “Green”• The people of Walmart• Fair Trade• Family (LDS Church)
Is it Doctrinal?
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Quasi-Principle Based Marketing Examples
• Cause Marketing• “Green”• The people of Walmart• Fair Trade• Family (LDS Church)
Is it Doctrinal?Emotional?
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Quasi-Principle Based Marketing Examples
• Cause Marketing• “Green”• The people of Walmart• Fair Trade• Family (LDS Church)
Is it Doctrinal?Emotional?
Or, Tactical?
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Three thought-starting examples
• Net Neutrality• Convenience Foods• Bing vs. Google
...with follow-up questions
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Example: Net Neutrality
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Example: Net Neutrality
Ideas Are Beautiful
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Example: Net Neutrality
writing, music, code
Ideas Are Beautiful
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Example: Net Neutrality
writing, music, code
writers & readers, listeners & makers, developers & users
Ideas Are Beautiful
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Example: Net Neutrality
writing, music, code
People
writers & readers, listeners & makers, developers & users
Ideas Are Beautiful
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First question for you
Can you think of a case where an industry should have used a principle-based approach, vs. a policy-based approach?
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First Town Hall Responder
Joseph AdolphManager, Digital Advertising
JetBlue
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Example: Convenience Foods
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Example: Convenience Foods
My Food Choice
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Example: Convenience Foods
celebration, indulgence & self-expression
My Food Choice
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Example: Convenience Foods
celebration, indulgence & self-expression
event-partners, suppliers, employees & families, customers
My Food Choice
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Example: Convenience Foods
celebration, indulgence & self-expression
People
event-partners, suppliers, employees & families, customers
My Food Choice
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Second question for you
• Convenience foods -and McDonald’s in particular- seem to be under attack. What examples could McDonalds and people in this industry learn from, as they go about this market evolution?
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First Town Hall Responder
Beverly Jackson Director, Marketing and Social Media
The Recording Academy / The GRAMMY Awards
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Example: Bing vs Google
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Example: Bing vs Google
Decision Engine
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Example: Bing vs Google
localization, accuracy, personalization
Decision Engine
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Example: Bing vs Google
localization, accuracy, personalization
Military Bases & Churches
Decision Engine
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Example: Bing vs Google
localization, accuracy, personalization
People
Military Bases & Churches
Decision Engine
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Third question for you
• Is it too risky for brands to align themselves with principles by catering to faith communities or to the military? Do you see any chances for real brands to do that organically?
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First Town Hall Responder
Kip EdwardsonDirector, Interactive MarketingScotts Miracle-Gro Company
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Summation
• Public Policy, Marketing & Government Affairs Are Merging• With the advent of social media, your story better be Your Story
and your principles defined and leveraged by you, before an opponent defines them for you
• Principles are doctrinal and emotional, policies are tactical• You can create permanent communities with strong bonds• We are in non-fiction storytelling business
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How Brands Can Exploit the Digital Roadmap of Political Marketing
Todd HermanSocial Mobilizer @Crowdverb
Former Chief Digital Strategist, Republican National CommitteeTodd@CrowdVerb.com
From Principles To Permanent Communities
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