brand participation across platforms
DESCRIPTION
A brief presentation given at the World Brand Congress 2009, Mumbai on the need to participate across silos and platforms to achieve results.TRANSCRIPT
Alex Morrisonvp consumer + brand strategy
agencynet interactive
Participation Across Platforms:Your Brand in Social Media
twitter: alexgmorrisone-mail: [email protected]
Today, we ll discuss two main questions.
1. Wha Happened??
and, more importantly...
2. What Can We Do About It?
Should I buy this product now?
Adverti
sing
Initial Awareness Consideration Purchase
What is this product?
Is this product right for me?
Understanding
Initial Awareness Understanding Consideration Purchase Opinion Advocacy Investment
Do I like this product? Does it represent me? Should I tell my friends about
this / make it a part of my
identity?
Am I willing to commit time/energy to this Brand?
In the digital world, people spend their time exploring the things they are passionate about.
MYLIFE
YOUR BRAND>
“What does our consumer care about,and how can we make it better?”
By aligning with consumers passion points,brands start to earn a natural place in people s conversations.
For Josh, it’s extreme sports
For Lindsey, it’s nightlife and
social culture
For some, it’s music
For others, it’s going green
For Kelly, it’s tennis For Brian, it’s mountain climbing
So, what does a passion point look like?
Traditionally, we ve tended to group engagements intotheir respective channels- each in its own, separate lane.
But like Mumbai, the digital world has no lanes.It s all one road, shared by all.
Consumers no longer differentiate betweentheir digital and analog lives.
As marketers, why should we?
How does a consumer form his perception of a brand?
Paid Media
Paid Media
Paid Media
Paid Media
Then
Advocacy
Advocacy
Advocacy
Advocacy
Advocacy
Advocacy
AdvocacyAdvocacy
Now
Today and tomorrow, we must transition from “pushing a message” to creating a dialogue that emanates authentically from the brand.
5. Embrace the Ripple Effect.
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.
