NY Business Expo 2010

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Presentation delivered during "Brand Building in The Digital Age' session at the NY Business Expo (at the Javits Center) on October 20, 2010. Includes 'bonus' slides that I didn't get to discuss but touch on some of the tactical and process elements that are important for marketers/communicators to understand to successfully engage in brand building today.

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NY Business Expo 2010

  1. 1. Building
Your
 Brand
In
The
 Digital
Age Shift
 &
Reset
  2. 2. follow
me:

 twitter.com/brianreich friend
me:
 facebook.com/brianreich link
to
me:
 LinkedIn.com/in/brianreich download
me:
 slideshare.net/brianreich
  3. 3. What
you
are
 doing
isn’t
 working
 anymore!
  4. 4. Phones
 Change
 Everything
  5. 5. iPads
 Change
 Everything
  6. 6. Facebook
 Changes
 Everything
  7. 7. Hulu
 Changes
 Everything
  8. 8. Nike
 Changes
 Everything
  9. 9. Real
Life
 Changes
 Everything
  10. 10. Technology
and
the
Internet,
and
 their
role
in
our
lives,
has
changed
 how
we
communicate,
get
and
 share
information,
the
media
we
 consume,
and
the
reasons
we
 engage
with
each
other
‐
online
 and
of9line.
The
effects
of
these
 changes
are
being
felt
by
all
of
 us,
every
day,
all
the
time.

  11. 11. Information
moves
FASTER.
People
 are
more
closely
CONNECTED.
We
 all
have
DIFFERENT
OPTIONS
 and
BETTER
CHOICES.

Our
 EXPECTATIONS
ARE
HIGHER.

 The
connections
we
make
to
the
 issues
and
events
that
shape
our
 world
are
being
TRANSFORMED
 ‐‐
rapidly
and
constantly.

  12. 12. Everything
 must
 change.
  13. 13. Shift
 &
Reset
  14. 14. How
organizations
operate,
 organize,
and
communicate
must
be
 RE­IMAGINED.

The
passion
and
 interest
of
individuals
must
be
RE­ FOCUSED
and
RE­DIRECTED.

The
 ways
that
we
measure
success
must
 be
RE­ASSESSED.

The
ways
we
 promote
big
ideas
and
create
better
 solutions
must
be
RE­ENVISIONED.
  15. 15. Brand
is
 about
 experience
  16. 16. Marketing
 is
like
 dating...
 Trust
me I’m
a
 marketer and
 marriage
  17. 17. Technology
 is
just
the
 facilitator
  18. 18. Social
 media
 changes
 everything ...
and
 nothing
  19. 19. [3
Things]
  20. 20. ‘I
don’t
know
what
to
do.’ ‘Should
I
be
on
Twitter?’ ‘It
costs
too
much.’ ‘So,
I
just
need
to
build
a
 ‘I
am
overwhelmed.’ blog?’ ‘The
internet
scares
me.’ ‘It’s
too
late.
We’re
 ‘I
don’t
have
the
time.’ doomed’ ‘I
tried
and
it
didn’t
work.’ ‘I
am
too
old.’ ‘My
customers
don’t
 ‘A
different
department
 use
these
tools.’ handles
that.’
  21. 21. Timely,
relevant,
 compelling
 information
  22. 22. Experiences
people
 will
remember
 (fondly)
and
talk
 about.
  23. 23. Stuff
that
people
 will
use...
and
value.
  24. 24. [Big
Finish]
  25. 25. You
need
to
 RE­THINK
 YOUR
WORK.
  26. 26. You
need
to
 PLAY
NICELY
 WITH
OTHERS.
  27. 27. You
need
to
 KNOW
MORE
 ABOUT
HOW
 PEOPLE
LIVE.
  28. 28. You
need
to
 KNOW
ABOUT
 EVERYTHING.
  29. 29. You
need
to
 PROVIDE
LOTS
 OF
GOOD
 CHOICES.
  30. 30. You
need
to
 ADAPT
TO
 DIFFERENT
 CHANNELS
AND
 PLATFORMS.
  31. 31. You
need
to
 STOP
CARING
 ABOUT
CASE
 STUDIES.
  32. 32. You
need
to
 REDEFINE
 SUCCESS.

  33. 33. Consider
 yourself
 challenged
  34. 34. email
me:











brian@littlemmedia.com call
me:















617.417.9436 follow
me:










twitter.com/brianreich friend
me:











facebook.com/brianreich link
to
me:











linkedin.com/in/brianreich read
me:














Media
Rules! 
Shift
&
Reset
(Spring
2011) 





ThinkingAboutMedia.com 





Fast
Company
Expert! download
me:





slideshare.net/brianreich
  35. 35. Building
Your
 Brand
In
The
 Digital
Age Shift
 &
Reset
  36. 36. [Extras]
  37. 37. Know
Your
 Audience Demographic







Psychographic
 Technographic




Behavioral
  38. 38. Order
of
 Operations Goals







Strategies
 












Tactics




Resources
  39. 39. What
you
need
to
know... about
(some
of)
the
tools
  40. 40. There
is
no
‘right
way’
to
blog
  41. 41. More
dynamic
content
=
more
remembering
  42. 42. Games
are
for
more
than
playing
  43. 43. Mobile
phones
are
always
on,
always
active
  44. 44. Everything
Is
Social
  45. 45. You
Must
Be
Findable
  46. 46. Communication
happens
offline
also
  47. 47. What
you
should
know... to
get
started
  48. 48. 
 1)
Creating
audience
Profiles
 2)
Developing
a
content
plan Before
 3)
Monitoring anything
 4)
Experimenting
w/
outreach else 5)
Building
systems
  49. 49. 
 1)
Positioning 2)
Real
Time Focus
on... 3)
Value 4)
Transparency
  50. 50. And
don’t
forget...
  51. 51. Change is hard: You are Audiences need help asking people to shift their and support: You need to behavior. It cannot be teach people how to have forced. an impact. Organizations must be patient and committed: Try. Fail. Learn: There are You have to invest -- time, no right answers. Nobody money, energy, and focus knows exactly how this -- to be successful. stuff works.

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