Tune in to Keep your Afloat Dr. SukuSinnappan Swinburne University of Technology GeeITDigital.com.au
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)
Contact points Non interactive vs interactive . Interactive Contact points can influence customers more than non-interactive.
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,
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
Need to Tune in and reach your customer in their own space Source: http://adsoftheworld.com/media/print/brand_irony_colgate
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
Most popular social media websites Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf
Fastest growing social media activity 2008 to 2009 source Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf
The Web 2.0 Compilation Source: http://www.flickr.com/photos/briansolis/2735401175/
Web 2.0 effect is hard to be calculated.But understood well by the younger audience
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
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?
Questions f2for the below? E-mail: firstname.lastname@example.org, email@example.com LinkedIn: http://www.linkedin.com/in/drsuku Skype: drstudy Twitter: http://twitter.com/dr_at_work 2nd Life: study writer