gurval caer blast radius
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Building a Billion Person Brand
Gurval Caer, Blast Radius, CEO
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(continues)
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What can we learn from American Idol? • Anyone can get involved- democratic ‘open’ platform for participation
• Fulfills the spectrum of participation from ‘creator’ through to ‘spectator’, appropriate ways for me to be significantly involved (contestant) to voting to just watching
• Human storytelling- celebrates our inner dreams and ability to shape our future
• Socially engrained- a critical mass of users fuels discussion, debate and fun
• Altruistic, a feel good factor– I’m helping someone achieve their dream
• Entertainment – all the elements of a good soap opera: humor, drama, suspense, tragedy
• Experts- provide the ‘fire’ additional source of debate, credibility and entertainment
• Instant gratification- end of the show there is always a result, my contribution (vote) has been recognized
• 1 winner/judgment day- a call to arms, the finale, an end goal that keeps me enthralled to the very end
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Keys to the Shift…
1. Interruptive marketing tactics hitting the digital wall
– Consumers listen to one another not to one-way corporate communications
– Consumers don’t want more interruptions
US Survey…68% say “a person like me” is the most credible source of information. Compared with just 20% in 2003. Marketing Week
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Keys to the Shift…
2. Customers not looking to market for you
– Savvy about detecting “astroturfing” – companies that seek to create the impression of being spontaneous and genuine
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Keys to the Shift…
3. Products are better yet more and more the same
– Internet has put products on equal footing
– Ads not as effective for creating a sense of difference
– Consumers unable to appreciate “negligible” differences (ex. TVs and household goods)
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How do we build A Billion People Brand?
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Social platform + Social media +Social data
What is social networking?
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Another view
Media
Platform
Data
Shared Cause
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collectable
buyer/seller
Seller rating
article
citizen editors
edits, citations, inbound links
eBay
Examples
Collectable
Buyer/Seller
Seller rating
Great deals
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blog
casual community
“Friends”
profile
professionalcommunity
“Connections”
Dove
Examples
Testimonials
Self Esteem Fund
Friends
Real Beauty
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blog
casual community
“Friends”
profile
professionalcommunity
“Connections”
Nike Jordan
Examples
Training Program
Breakfast Club
Peer reviews
Greatness
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Enable Shared Passion
• At the core of a modern brand is not a promise, or a story, but a shared passion, a shared cause – the fuel for sustainable customer engagement.
• Together brands and consumers create content (the media), tools and services (the platform) that serve the shared cause.
• Brands become the connective tissue between people with like-minded interests – a source of inspiration and empowerment.
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Explore how customers participate
• What needs does your social initiative fulfill?– to validate
– to educate
– to engage
– to disrupt and create change
– to connect with someone / group
– to fill silence
– to find support
– to empathize
– to grow
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Explore how customers participate
• Understand the social media profile of your target audience
• Recognize that there is a spectrum of users- where do yours fall and what are the corresponding tool and experiences we provide them with
• Map out how users will participate both today and tomorrow, the joiners of today will be the creators of tomorrow
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People:-don’t want to market for you-want to share their experiences-so that they can live richer lives
In Other Words…
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Maybe something here about social sharing/tools?
So, How does this work again?
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So, How does this work again?
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Product level: find triggersto export “social media”
1
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Product level: find triggersto export “social media”
1
Network level: enable sharing on the browser…
2
…and create platformto aggregate
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Product level: find triggersto export “social media”
1
Network level: enable sharing on the browser…
2
…and create platformto aggregate
Social level: the social media evangelizes the product…
3
…and sharing it reinforces the native product experience.It’s not “viral marketing.”It’s an augmented brand experience.
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Electronic Arts (2)
/need for speed open brand campaign
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Gamers are helping build EA’s brand
• Opening EA’s brand helped EA to deliver an innovative approach to a product launch coupling social networking with a core product
• Campaign used interactive tools in a visually rich environment for the release of EA’s popular street car racing game, Need for Speed: Carbon
• The community elements made this innovative campaign a success
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Pre-launch:
• site introduced car classes
• enabled visitors to select a car as soon as they arrived
• “show” rather than “tell” approach
• Gamers affiliated with car classes initiating a sense of loyalty and rivalry
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Launch:
• The site extends the game with community services
• Leader boards build rivalry by integrating in-game racing results with the site
• Top racers are showcased with links to their history, car and they’re added performance bundles
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Post-launch:
• Focused on fueling rivalry between car classes to keep gamers engaged
• Territory map took on a new and dynamic life, becoming a visual representation of the results
• Players saw territories being won by others, and were inspired to keep playing
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Results & ROI:
• This campaign proved that EA’s decision to shift focus away from multi-million dollar ad campaigns in favor of online campaigns paid off. The cost-effectiveness of this strategy outweighed a traditional campaign.
• For a cost of hundreds of thousands the site delivered an
estimated value of $6M+ during the peak launch period • This ROI was calculated based on the dollar value of the
‘impressions’ the campaign generated plus the value of online sales.
• The average visitor spent 7.93 minutes viewing the site.
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Thank you!