Suku Sinnappan
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Suku Sinnappan Presentation Transcript

  • 1. Tune in to Keep your Afloat
    Dr. SukuSinnappan
    Swinburne University of Technology
    GeeITDigital.com.au
  • 2. Brands are owned by customers
    Brand image (Definition)
    Impressionin the consumers' mind of a brand's total personality
    Formed by tangible, imaginary qualities and shortcomings.
    Brand image is developed over time through with consistency and is authenticated through the consumers' direct experience.
    BusinessDictionary.com (2010)
  • 3. EE2=experienceengineering
    Source: http://www.socialstrategy1.com/wp-content/uploads/2010/06/Voice-of-Users.jpg
  • 4. Contact points
    Non interactive vs interactive .
    Interactive Contact points can influence customers more than non-interactive.
  • 5. Digital Revolution
    Digital revolution has changed how customers choose engage with brands
    Convergence of technology and fluidity of content has dramatically changed the nature of how information is produced, consumed and shared.
    web 2.0, open source, virtual worlds, cost of technology,
  • 6. Losing the grip
    Websites are losing grip as the sole digital voice about a brand or service.
    Customer feedback and involvement are multimodal, diverse and noisy
    40% or9 mil Australians communicate via social networks (Nielsen)
    Source: http://www.barbwiremuseum.com/images/Brand_Collage_b.gif
  • 7. Need to Tune in and reach your customer in their own space
    Source: http://adsoftheworld.com/media/print/brand_irony_colgate
  • 8. When you tune in – you beat the clutter and find your space
    before
    after
    Source: http://live.drjays.com/wp-content/uploads/2010/05/brands.jpg
  • 9. Most popular social media websites
    Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf
  • 10. Fastest growing social media activity 2008 to 2009
    source
    Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf
  • 11. The Web 2.0 Compilation
    Source: http://www.flickr.com/photos/briansolis/2735401175/
  • 12. Source: http://www.rossdawsonblog.com/Web2_Framework.pdf
  • 13. Source: http://www.rossdawsonblog.com/Web2_Framework.pdf
  • 14. Web 2.0 effect is hard to be calculated.But understood well by the younger audience
  • 15. The right tunning
    Trends are changing – freemium, crowdsourcing, produsage, convergence, customer engagement (not longer hits) etc
    Companies who ‘understand’ have done well
    Monty Phyton (using YouTube)
    LEGO (Adult Fans of Lego - AFOL)
    Renault 12 sec strip (Viral user participation)
    Old Spice (Viral Ad)
    etc
  • 16. Case Study on Telstra (Twitter)
    Profiles in twitter (a few operators – scott, yoshi, matt)
    Language used, voice, feel and mood
    Issues and demonstration of dissatisfaction – helstra, telstraishell
    Is it across all Telco providers?
  • 17. Questions
    f2for the below?
    E-mail: ssinnappan@swin.edu.au, sukus@geekitdigital.com.au
    LinkedIn: http://www.linkedin.com/in/drsuku
    Skype: drstudy
    Twitter: http://twitter.com/dr_at_work
    2nd Life: study writer