How Twitter And Social Media Affect Advertising And Branding August 31, 2009
Advertising 3.0
Advertising 1.0
Advertising 2.0
Advertising 3.0
50,000  Fish fans 1 Million+ video views 600+ posted videos 300 parody videos 6,000+ blog posts 5,000 tweets 100+ Facebook...
Social Media Communication Opportunities 2 Promotional Support 3 Relationship Marketing 4 Research and Development 5 Custo...
Consideration Awareness Preference Action Loyalty Viral videos PR TV Print OOH Display Radio Product Placement Product mic...
STEP 1 BUSINESS & MARKET ASSESSMENT STEP 2 CONSUMER ASSESSMENT STEP 3 BRAND STRATEGY & BRAND IDEA STEP 4 BRAND EXPERIENCE ...
High Business/ Consumer Value High Organizational Barriers/ Implementation Effort 1 2 3 2 High Value + Low Complexity High...
The CORE 1 Tone 2 Frequency 3 4 Approval Responsibility 5 Contact strategy Measurement
Sentiment + Engagement Reach On-Theme Value-Added
Guiding Principles Listen first, then converse Be authentic…to the Brand, the consumer and the platform Be conversation wo...
Arnold : Gravity Summit at Harvard
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Arnold : Gravity Summit at Harvard

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Arnold:Gravity Summit at Harvard

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  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • Arnold : Gravity Summit at Harvard

    1. 1. How Twitter And Social Media Affect Advertising And Branding August 31, 2009
    2. 2. Advertising 3.0
    3. 3. Advertising 1.0
    4. 4. Advertising 2.0
    5. 5. Advertising 3.0
    6. 6.
    7. 7.
    8. 8. 50,000 Fish fans 1 Million+ video views 600+ posted videos 300 parody videos 6,000+ blog posts 5,000 tweets 100+ Facebook pages 25 stories in print & online
    9. 9.
    10. 10.
    11. 11. Social Media Communication Opportunities 2 Promotional Support 3 Relationship Marketing 4 Research and Development 5 Customer Service 6 Ad Targeting 7 Off-page SEO 8 Public Relations 1 Ad Content
    12. 12. Consideration Awareness Preference Action Loyalty Viral videos PR TV Print OOH Display Radio Product Placement Product microsites PR Direct mail Print Search Customer reviews Widgets Exp. Marketing Product Placement Print Blogs Twitter Podcasts Brand Promotions P.O.P. Direct mail Circulars Sampling Search Customer reviews Mobile coupons Direct mail Newsletters Offers Rewards Programs M.G.M. Proprietary Communities 3rd Party Communities Corporate website
    13. 13. STEP 1 BUSINESS & MARKET ASSESSMENT STEP 2 CONSUMER ASSESSMENT STEP 3 BRAND STRATEGY & BRAND IDEA STEP 4 BRAND EXPERIENCE PLAN STEP 5 ANALYTICS What are the social habits of your target audience? What is your Brand’s Social Voice? What does success look like? What are the tactics and platforms that support your Social Brand? What are your Social business objectives? Arnold SocialBrand
    14. 14. High Business/ Consumer Value High Organizational Barriers/ Implementation Effort 1 2 3 2 High Value + Low Complexity High Value + High Complexity Low Value + Low Complexity Low Value + High Complexity 1 <ul><li>Traveling 10 city mobile tour </li></ul><ul><li>Designer Clothing Line </li></ul><ul><li>High Profile Stunt – High Traffic Place </li></ul><ul><li>TV Brand Integration – product placement </li></ul><ul><li>Twitter Brand presence </li></ul><ul><li>Charitible promotion - Donate your time </li></ul><ul><li>Customer Acquisition program </li></ul><ul><li>Twitter Customer Service presence </li></ul><ul><li>Charitable promotion – with established partner </li></ul><ul><li>YouTube Brand Channel – UGC </li></ul><ul><li>Unbranded Community Website </li></ul><ul><li>MOMA/Museum Exhibit </li></ul>
    15. 15. The CORE 1 Tone 2 Frequency 3 4 Approval Responsibility 5 Contact strategy Measurement
    16. 16. Sentiment + Engagement Reach On-Theme Value-Added
    17. 17. Guiding Principles Listen first, then converse Be authentic…to the Brand, the consumer and the platform Be conversation worthy
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