competitive advantage in a networked world
Post on 18-Oct-2014
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Overview of how to engage audiences in the digital environmentTRANSCRIPT
BRANDING IN A SOCIAL MEDIA WORLD
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SECURING COMPETITIVE ADVANTAGE IN A
NETWORKED WORLD
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IT USED TO BE SO SIMPLE
The Simple Trade Era
The Production Era
The Sales Era
The Marketing Department Era
The Marketing Company Era
The Relationship Marketing Era
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Your brand
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Structured to unstructured data
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WINNING IN THE DIGITAL ERA
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THE WORLD’S BIGGEST BRANDS (IN SOCIAL MEDIA)
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THE WORLD’S BIGGEST BRANDS (IN SOCIAL MEDIA)
HUMANITY
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BORN OF REAL, HUMAN INSIGHT
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DESIGNED BY HUMANS, FOR HUMANS
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BEING ‘PEOPLE THAT DO’
NOT JUST BRANDS THAT TELL
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UMBRO = a brand that says NIKE – a brand that DOES
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SEEK OUT LIKE MINDED PEOPLE - AND JOIN IN
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OPEN AND MAINTAIN THE DIALOGUE
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Especially when things go wrong
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BE NICE
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BE EMPATHETIC
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BE USEFUL
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BE RELEVANT
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HAVE A SENSE OF HUMOUR
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http://www.youtube.com/watch?v=OaIUiDY9QB8
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TAKE ADVANTAGE OF TECHNOLOGY
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Cross-promotionto other programmes
Opportunity to share with average 132 friends each
Drive ATV with reminders
Competitions drive reach and data capture
Opportunity to sample and share content (at no cost)
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TRACK IT BACK TO WHAT MATTERS TO YOUR BUSINESS
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BECAUSE IT PAYS
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2
2
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2
2
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0
10.0
20.0
30.0
40.040.0
16.0
11.010.0
5.0
0.70.6
0.2
Commercial TVFacebook ads Posters PressOnline displayContent seeding (Murdoch)
Programme publicityContent seeding (Scream)
Relative cost of media (ABC1 men example)
PAID EARNED
Premium allows for targeting by interest
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DO WHAT YOU’VE ALWAYS DONE ...
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BE HUMAN
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THANKS FOR LISTENING
www.tomlucas.org
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