• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Your Brand Is Not My Friend: Los Angeles/Sept 2009
 

Your Brand Is Not My Friend: Los Angeles/Sept 2009

on

  • 3,240 views

Sept. 2009 version of "Your Brand Is Not My Friend" presented at the KickApps Seminar in Los Angeles.

Sept. 2009 version of "Your Brand Is Not My Friend" presented at the KickApps Seminar in Los Angeles.

Statistics

Views

Total Views
3,240
Views on SlideShare
3,161
Embed Views
79

Actions

Likes
13
Downloads
133
Comments
2

12 Embeds 79

http://thesouthernsocials.com 25
http://freshpeel.posterous.com 16
http://engage.kickapps.com 14
http://toadstool.posterous.com 6
http://www.linkedin.com 5
http://www.slideshare.net 4
http://wslbx03.leoburnett.com.pl 3
http://networkevangelist.com 2
http://nileshbabu.tumblr.com 1
http://posterous.com 1
http://posterous.freshpeel.com 1
http://www.lmodules.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Nice deck, Alan. Might pinch a few slides for an upcoming presentation ... with credits, of course. Congrats on the move to KickApps. Hope it goes well.
    @iboy
    Are you sure you want to
    Your message goes here
    Processing…
  • very cool!
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Your Brand Is Not My Friend: Los Angeles/Sept 2009 Your Brand Is Not My Friend: Los Angeles/Sept 2009 Presentation Transcript

  • Your Brand Is Not My Friend Presented by Alan Wolk
  • Brands are no longer about selling
  • They’re about “storytelling”
  • and “engagement”
  • They want to be our friend
  • But
  • But Your Brand Is Not My Friend
  • A Brief History: How We Got Here
  • Ads used to deliver news
  • Then they became all about branding and image
  • Then they became all about branding and image
  • Then along came The Real Digital Revolution
  • Google changed everything
  • Now we can fact check ad claims
  • And see what other consumers think
  • And see what other consumers think
  • This has resulted in a complete change in consumer behavior
  • Before
  • Before AD
  • Before AD PURCHA SE
  • Before AD PURCHA SE Now
  • Before AD PURCHA SE AD Now
  • Before AD PURCHA SE AD GOOGLE Now
  • Before AD PURCHA SE AD GOOGLE PURCHASE Now
  • AD GOOGLE PURCHASE That’s huge
  • Changes how we buy a car
  • Before: limited resources
  • Before: limited resources
  • Before: limited resources
  • Before: limited resources
  • Now: Full range of resources
  • Now: Full range of resources
  • Now: Full range of resources
  • Now: Full range of resources
  • Now: Full range of resources
  • It’s all about getting them to Google, not the showroom
  • Once this happened, print and TV couldn’t close the sale anymore
  • The “magic advertising words” weren’t working
  • They could offer compelling facts or create an image
  • (Provided there was one)
  • But they couldn’t close the sale. So marketers looked at online...
  • Microsites weren’t working: why would I go to one?
  • Neither were banners
  • In 1996, we “surfed” the web, and banners took you someplace just as interesting as where you were
  • But now that we go online for a reason, we’re not likely to stop what we’re doing to “interact” with an ad
  • New ways to “engage” customers were needed
  • Social Media seemed like the next big thing
  • Everyone was becoming “friends” online
  • Everyone was becoming “friends” online
  • Why not brands?
  • Why not brands?
  • Why not brands?
  • Your Brand Is Not My Friend™
  • Social networks are today’s malt shops
  • It’s where we go to hang out with our friends
  • We don’t want to be interrupted by salespeople
  • But there are some brands people want to hear from
  • They’re called “Prom King Brands”
  • There are the usual suspects
  • Sports teams
  • TV shows, movies and music acts
  • 99% of brands are not “Prom Kings”
  • But they can still play in social media
  • They just have to do it differently
  • Traditional media is about what the brand wants to say
  • Traditional media is about what the brand wants to say Social media is about what consumers want to hear
  • Social media always involves an exchange
  • Prom King Brands provide “coolness” (aka “social currency” or “whuffie”)
  • But if you’re not a prom king brand, you can provide one of four things:
  • • Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it)
  • • Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it) • Information (Exclusive information I feel good about knowing)
  • • Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it) • Information (Exclusive information I feel good about knowing) • Utility (Something that makes my life easier)
  • • Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it) • Information (Exclusive information I feel good about knowing) • Utility (Something that makes my life easier) • Money (Literally a coupon, a discount or something else of monetary value)
  • Here’s How Those Exchanges Work:
  • Entertainment
  • Entertainment • Entertainment can be:
  • Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with
  • Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with • Third party content that has a tie-in to your overall marketing strategy
  • Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with • Third party content that has a tie-in to your overall marketing strategy • (That means if you’re a serious insurance company, a comedy video is a no-go)
  • Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with • Third party content that has a tie-in to your overall marketing strategy • (That means if you’re a serious insurance company, a comedy video is a no-go) • Your own TV commercials (if they’re something people would enjoy watching)
  • Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with • Third party content that has a tie-in to your overall marketing strategy • (That means if you’re a serious insurance company, a comedy video is a no-go) • Your own TV commercials (if they’re something people would enjoy watching) • Beware: it’s tough for agencies and brand managers to judge this
  • Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with • Third party content that has a tie-in to your overall marketing strategy • (That means if you’re a serious insurance company, a comedy video is a no-go) • Your own TV commercials (if they’re something people would enjoy watching) • Beware: it’s tough for agencies and brand managers to judge this
  • What Would Maxwell House Do? (WWMHD)
  • What Would Maxwell House Do? (WWMHD)
  • Entertainment: WWMHD
  • Entertainment: WWMHD • Maxwell House has an endorsement deal with comedian Nancy Nevins who has a well-known routine about how crabby she is before her first cup of coffee.
  • Entertainment: WWMHD • Maxwell House has an endorsement deal with comedian Nancy Nevins who has a well-known routine about how crabby she is before her first cup of coffee. • A 3-minute live clip is posted to the Maxwell House Facebook page. The clip also appears on their YouTube page, their blog, their website, and is promoted via their Twitter stream
  • Entertainment: WWMHD • Maxwell House has an endorsement deal with comedian Nancy Nevins who has a well-known routine about how crabby she is before her first cup of coffee. • A 3-minute live clip is posted to the Maxwell House Facebook page. The clip also appears on their YouTube page, their blog, their website, and is promoted via their Twitter stream Watch Nancy Nevins do her “Coffeeless Morning” routing live at The
  • Information
  • Information • Information can be:
  • Information • Information can be: • Facts or useful information (e.g. reviews) that your audience would be interested in
  • Information • Information can be: • Facts or useful information (e.g. reviews) that your audience would be interested in • You can utilize third-party vendors for this
  • Information • Information can be: • Facts or useful information (e.g. reviews) that your audience would be interested in • You can utilize third-party vendors for this • The information needs to tie in to your overall marketing strategy
  • Information • Information can be: • Facts or useful information (e.g. reviews) that your audience would be interested in • You can utilize third-party vendors for this • The information needs to tie in to your overall marketing strategy • Access to “behind-the-scenes” footage, exclusive clips, or advance notice from celebrity endorsers or properties you have a sponsorship deal with
  • Information • Information can be: • Facts or useful information (e.g. reviews) that your audience would be interested in • You can utilize third-party vendors for this • The information needs to tie in to your overall marketing strategy • Access to “behind-the-scenes” footage, exclusive clips, or advance notice from celebrity endorsers or properties you have a sponsorship deal with • News related to your product or category
  • Information: WWMHD
  • Information: WWMHD • Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. The deal gives them access to behind- the-scenes footage from Toscano’s widely viewed show and that footage is posted exclusively on the Maxwell House Facebook page. Watch exclusive behind-the-scenes footage of Viva La Cucina! with Umberto Tuscano
  • Utility
  • Utility • Utility can be:
  • Utility • Utility can be: • Anything that makes the consumer’s life easier: recipes, how-to videos, a way to buy things off a social site
  • Utility • Utility can be: • Anything that makes the consumer’s life easier: recipes, how-to videos, a way to buy things off a social site • Anything from a PDF to a website to a widget to an app
  • Utility: WWMHD
  • Utility: WWMHD • Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee.
  • Utility: WWMHD • Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. • The recipes are posted on the Maxwell House website, on their blog, on a special YouTube channel and on Facebook and MySpace. There’s even an iPhone app.
  • Utility: WWMHD • Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. • The recipes are posted on the Maxwell House website, on their blog, on a special YouTube channel and on Facebook and MySpace. There’s even an iPhone app. • The Maxwell House twitter account lets people know when a new video has come out and users can comment on the videos everywhere using Facebook connect.
  • Utility: WWMHD • Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. • The recipes are posted on the Maxwell House website, on their blog, on a special YouTube channel and on Facebook and MySpace. There’s even an iPhone app. • The Maxwell House twitter account lets people know when a new video has come out and users can comment on the videos everywhere using Facebook connect.
  • Money
  • Money • Money can be:
  • Money • Money can be: • Coupons or discount codes
  • Money • Money can be: • Coupons or discount codes • Group discounts
  • Money • Money can be: • Coupons or discount codes • Group discounts • Contests and promotions with financial incentives
  • Money • Money can be: • Coupons or discount codes • Group discounts • Contests and promotions with financial incentives • Be careful not to make it seem like you’re bribing people to join you
  • Money • Money can be: • Coupons or discount codes • Group discounts • Contests and promotions with financial incentives • Be careful not to make it seem like you’re bribing people to join you • That seems as desperate coming from a brand as it does from a person
  • Money: WWMHD
  • Money: WWMHD • Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced.
  • Money: WWMHD • Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced. MAXWELLHOUSE: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest
  • Money: WWMHD • Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced. MAXWELLHOUSE: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest BOND006: RT MaxwellHouse: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest
  • Money: WWMHD • Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced. MAXWELLHOUSE: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest BOND006: RT MaxwellHouse: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest IMPOSSIBILITY: @MaxwellHouse: Hoboken NJ in 1896?
  • A Few Basic Rules of the Road:
  • Step 1: Identify what your customer’s need is
  • Step 2: Figure out how to solve that need
  • Step 3: Approach people as a brand, not a buddy
  • Step 4: Use social media for customer service, promotions or to share news
  • Comcast Cares is a great customer service story
  • Real identity Comcast Cares is a great customer service story
  • Real identity Real identity Comcast Cares is a great customer service story
  • Real identity Real identity Comcast Cares is a great customer service story
  • Comcast Cares is a great customer service story
  • Step 5: Don’t push it
  • (Give them the “candy” and get out of the way. No “capturing names” or other annoying tactics)
  • (Give them the “candy” and get out of the way. No “capturing names” or other annoying tactics)
  • No hard sell or upsell.
  • Step 6: Make everything as easy to find and as easy to share as possible
  • Case Studies
  • Quick Case Study #1: The Mad Men Get It
  • Mad Men has been one of the most buzzed about shows on television
  • Social media program is anchored by the AMC web site
  • Social media program is anchored by the AMC web site
  • Social media program is anchored by the AMC web site
  • Social media program is anchored by the AMC web site
  • Social media program is anchored by the AMC web site
  • Social media program is anchored by the AMC web site
  • Social media program is anchored by the AMC web site
  • Social media program is anchored by the AMC web site
  • Social media program is anchored by the AMC web site
  • Blog links out to other social content (iPhone)
  • Active message boards - some threads have hundreds of comments
  • Pump content Active message boards - some threads have hundreds of comments
  • Wonder where all those MadMen icons came from?
  • Wonder where all those MadMen icons came from?
  • AMC’s Mad Men Yourself game proved a smash hit
  • AMC’s Mad Men Yourself game proved a smash hit
  • 500,000 people have downloaded the avatars to share on their social networks
  • 500,000 people have downloaded the avatars to share on their social networks
  • 500,000 people have downloaded the avatars to share on their social networks
  • Artwork by Dyna Moe 500,000 people have downloaded the avatars to share on their social networks
  • Mad Men’s Facebook page has over 150,000 fans
  • The Facebook page actively promotes other platforms
  • Games and quizzes The Facebook page actively promotes other platforms
  • Games Clips from and this quizzes season The Facebook page actively promotes other platforms
  • Mad Men has an active Twitter account that links to articles about the cast and crew
  • Mad Men has an active Twitter account that links to articles about the cast and crew
  • But the real activity on Twitter comes from fans
  • Last year, a group of random fans began tweeting as Mad Men characters
  • Last year, a group of random fans began tweeting as Mad Men characters
  • Last year, a group of random fans began tweeting as Mad Men characters
  • Last year, a group of random fans began tweeting as Mad Men characters
  • Last year, a group of random fans began tweeting as Mad Men characters
  • Last year, a group of random fans began tweeting as Mad Men characters
  • Last year, a group of random fans began tweeting as Mad Men characters
  • This is the kind of love entertainment properties can own. But they need to work with fans, not against them.
  • Quick Case Study #2: Red Bull: All About Sports
  • Red Bull has a dynamic Facebook presence
  • Over 1 million fans Red Bull has a dynamic Facebook presence
  • Over 1 million fans Twitter feed from athletes Red Bull has a dynamic Facebook presence
  • Lots of content Over 1 million fans Twitter feed from athletes Red Bull has a dynamic Facebook presence
  • Lots of relevant, unique content
  • Highlights of events Lots of relevant, unique content
  • Polls Highlights of events Lots of relevant, unique content
  • Polls Highlights of events Free music Lots of relevant, unique content
  • Polls Highlights of events Free music Links to athletes Lots of relevant, unique content
  • Photos from athletes and from fans
  • Photos from brand Photos from athletes and from fans
  • Photos from brand Over 2,500 fan photos Photos from athletes and from fans
  • Fans can RSVP to upcoming events on Facebook
  • Links to upcoming events Fans can RSVP to upcoming events on Facebook
  • Links to upcoming events View guest list Fans can RSVP to upcoming events on Facebook
  • Red Bull maintains consistency on MySpace
  • Similar content re: athletes Red Bull maintains consistency on MySpace
  • They are consistent on Twitter
  • Tweets about Red Bull athletes Here Here & here They are consistent on Twitter
  • They are consistent on YouTube
  • Videos about Red Bull athletes They are consistent on YouTube
  • And on their web site
  • Events listed here too And on their web site
  • Events Videos listed available here here too too And on their web site
  • Red Bull gives fans a lot of exclusive content and is consistent throughout.
  • Quick Case Study #3: Coca Cola: Prom King Brand Capitalizes on Fan Love
  • Comments are frequent & global Coke has a very popular Facebook fan page
  • Coke has 3.5 million fans Comments are frequent & global Coke has a very popular Facebook fan page
  • Coke has 3.5 million fans Comments are frequent & global Coke has a very popular Facebook fan page
  • Coke reached out the fan page’s creators and involved them
  • Dusty & Mike made a video about their experience Coke reached out the fan page’s creators and involved them
  • Dusty & Mike made a video about their experience Lots of people liked it Coke reached out the fan page’s creators and involved them
  • Coke actually interacts with fans on Twitter
  • Lots of @ messages Coke actually interacts with fans on Twitter
  • Coke also maintains a very popular YouTube channel
  • Popular retro spots Coke also maintains a very popular YouTube channel
  • Popular retro spots International spots Coke also maintains a very popular YouTube channel
  • Coke maintains consistency everywhere and reaches out to fans and engages them. Their audience is very international compared to other US brands
  • Quick Case Study #4: Think Local: Pump Energy Foods, NYC
  • The Pump is a small chain of health-conscious take- out restaurants based in Manhattan
  • The Pump pushes its social media links from its web site
  • The Pump pushes its social media links from its web site
  • The Pump pushes its social media links from its web site
  • The Pump pushes its social media links from its web site
  • Their blog has a distinct POV & also shows where to find them on other social media sites
  • Their blog has a distinct POV & also shows where to find them on other social media sites
  • Pump uses their Facebook page for promotions
  • Free samples Pump uses their Facebook page for promotions
  • Free samples More free samples Pump uses their Facebook page for promotions
  • Free samples More free samples Contest Pump uses their Facebook page for promotions
  • Free samples More free samples Contest Charity promotion Pump uses their Facebook page for promotions
  • They talk to fans on Twitter & promote giveaways
  • Trivia contest They talk to fans on Twitter & promote giveaways
  • Trivia contest Free samples They talk to fans on Twitter & promote giveaways
  • They use YouTube so fans can see news about them
  • Serena Williams gets lunch at Pump They use YouTube so fans can see news about them
  • Pump’s promotions help local fans develop a relationship with the store and use social media to spread the word to their friends
  • Four quick case studies, four unique plans. Try something similar, and you’ll start to see results
  • Soon enough, they’ll start to like you
  • They may not always talk to you, but they will talk about you Which is exactly what you want:
  • To be part of the conversation
  • But what then? What if they’re talking about you and your competition And they like you both?
  • You’ll need to set yourself apart
  • But how?
  • That’s where branding comes into play again
  • You need to create an image for the brand
  • How you do that might not be with an ad
  • How you do that might not be with an ad
  • But rather with really great customer service
  • Really great design
  • Or really noteworthy innovations
  • The world has changed and consumers are now in charge of marketing
  • That’s changed the way products are conceived
  • Before
  • Before Product
  • Before Product
  • Before Product Marketing
  • Before Product Marketing
  • Consumer Before Product Marketing Demand
  • Consumer Before Product Marketing Demand Now
  • Consumer Before Product Marketing Demand Consumer Now Demand
  • Consumer Before Product Marketing Demand Consumer Now Demand
  • Consumer Before Product Marketing Demand Consumer Product Now Demand
  • Consumer Before Product Marketing Demand Consumer Product Now Demand
  • Consumer Before Product Marketing Demand Consumer Product Marketing Now Demand
  • Consumer Product Marketing Demand That changes everything
  • Marketers and their agencies need to do more than just create ads
  • It’s something they used to do (remember Braniff?)
  • Traditional advertising now serves as a reminder, not a driver
  • Brand messages need to be more holistic. More than words on a page or images on TV
  • Consumers see ads as Potemkin villages
  • Or as just another form of entertainment
  • They’re tired of brands saying one thing... and doing another
  • And they want to see evidence, not ads
  • That’s why strategy is so important
  • Strategy is the new creative. It’s what sets brands apart
  • Creativity is still very important, but it will take on different forms to match the different media options
  • We can no longer focus on finding the exact right shade of blue: that makes us contractors not architects
  • Digital media gives us the chance to experiment, to redefine “failure” and try new things.
  • If people like an idea, they are surprisingly willing to put up with its flaws. (So long as you listen and adjust)
  • Social media is forever. That means brands need to be able to recalibrate on the fly
  • What will the marketing and advertising departments of the future look like?
  • Less collaboration: there will be specialists in everything from search to content to augmented reality
  • More collaboration: we’ll need to work as a team with people with all sorts of job descriptions
  • That’s because marketers will be doing a lot of different things that don’t fit into the boxes of today’s 20th century agencies
  • Marketers will need to be flexible and staffers will need to be able to do more than one thing
  • Marketers definitely need to evolve
  • They need to become general contractors
  • So the agencies in their roster aren’t fighting over budgets and responsibilities
  • Marketing is evolving daily. No one knows exactly what the future will look like. But there are two things I can guaranty:
  • It will be different.
  • It will be different. It will be interesting.
  • Thank You Los Angeles
  • Questions?
  • Alan Wolk Consulting: ToadStoolConsulting.com Email: alan.wolk@mac.com Blog: toadstoolblog.com Twitter: @awolk Hive Awards: hiveawards.com To get a business card, text “wolk” to 50500