Cafedison Branded Utility And Social Media

Edison - 07 oktober 2009 Branded Utility

Before going to the booze • Branded utilities deﬁnitions • The new world • Combining the two • Examples • Conclusions • What lies beyond

M.a.a.s Marketing As A Service •Branded Utility or marketing with a meaning isn’t new. •It is as old as marketing itself – We’ve always tried to give meaning

1931 The oldest example

So what is new then? The combination of branded utility and the possibilities of internet

First things ﬁrst Some deﬁnitions

Pinpoint the difference Often used interchangeably, I prefer a distinction between Branded Utility: An overarching concept focused on providing meaningful marketing that improves people’s lives and adds value to the user Branded Utilities: Tools and the actual implementation of the overarching concept Branded Utility

Or another distinction [Branded Utility] is where the brand creates a commitment to a relationship. It's where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more conﬁdent with the relationship if the brand will continue to be part of his life.

In a nutshell Branded Utility = • Genuinely useful • Interesting • Relational • Creative • Helpful

How to add value to your brand/product • Innovation • Packaging • Bonuses • Alliances • Relational beneﬁts – Customer engagement – Loyalty - reward Content is king

The new possibilities Everything digital changed overnight (digital does not equal the Internet)

Some philosophy This change has nothing to do with technology – From user- generated content to user-generated marketing? Brands?

We’ve come a long way Well, ... Most of us the fastest growing group on Facebook is 54-60 age PROOF: http://www.youtube.com/watch?v=9qArqQYZIGI

“Do you think this is air you’re breathing?” Morpheus - ‘The matrix’ Our real world is blending with our virtual world – Our everyday life becomes part of our online lives

This changes everything Stop asking attention, start giving it. Giving!

Linking the two So, we know what branded utility is We know where the internet is... (Online) Branded Utility is the bridge between Brands & Social Media

Branded Utility... ... was being Helpful, Interesting, Engaging ... is being Helpful, Interesting, Engaging, Interactive

Online Branded Utility • Is combining the beneﬁts of the internet with something useful for the users, generating word-of-mouth, a dialogue between the brand and the audience, between users. The internet is the bridge between brands & the user’s daily life, based on interaction.

Linking Branded Utility with social media leads to Participatory Marketing “Houston, we have a dialogue!”

A word about word-of-mouth It all about boosting the customer experience, so hopefully consumers return the favor.

Even more beneﬁts • People generate content for your brand • Content is picked-up be Google •“You are what Google says you are”

So, what can the new Branded Utility do for us? • Enable Word-of-mouth • Create brand ambassadors • Pull the brand dialogue on brand platforms • Build the relationship • Boost the google performance

The website as the branded utility home place • The internet can serve ‘usefulness’ like no other channel • The website can be more than a product showcase

Examples: •Kraft Ifood’s assistant •Nike+ •Fiat EcoDrive •Babycenter •Starbucks •Clorox Cleaning Advisor •PizzaHut’s Shortcut desktop app. •Pampers

Kraft (L)earnings • 7000 recipes • People pay for valuable content: 0,99$ per download • Kraft owns the fridge • A daily dialogue with users

Nike+ Tune your run: http://www.youtube.com/watch?v=qOr5_GaGnPc

Nike+ All about the experience All media working together Community driven

Nike + big conclusion All media pointing to the online conversion Selling 3,000,000 shoes in 3 months

Fiat case • Downloads: application to improve your eco-driving skills • Eco-Ville: The community

Starbucks The launch of MyStarbucksIdea.com, Starbucks ﬁrst online community, that takes the Starbucks Experience outside the store and enables customers to play a role in shaping the company's future.

A step by step cleaning advisor Tips & Trics on how to save engery

Pizza anyone?

Why? • Mobile ordering • Internet ordering • Connecting 6200 pizzahuts to users

But Wait, there is more • What if we could link our valuable content to existing user communities • Maybe Branded Utility can ﬁnally be a successful strategy for brands to plug into the social media forces.

Travel Channel • Kidnap Your Friends • 28% increase in site trafﬁc • 2,7 million monthly active users

Conclusion You will get wealthy if you connect with your audience The high level roadmap: – Listen – Give – Connect – Reward

What marketers should do: • Listen and tune in – Gather feedback – Connect with your audience • Develop services which add value ‘On top of your product/service’ • Locate key ambassadors

Disadvantages • The relationship must be exploited over time. • Is there room for 2 ifood assistants? • Junk stays junk • Power of word of mouth can turn into negative brand ambassadors

So, branded Utility • Is cool • When linked with social media it creates participitory marketing – Participitory marketing creates brand ambassadors • Brand ambassadors do your work • Is a tool/strategy to pull the brand conversation to you in stead of in google

Sources: •Slide Share • Helge Tenno - New Measuring strategies I & II • Paul Isackson •Josh Chambers • Frankwatching •Contagious - Apps are the new land-grab • Marketingcues • Flickr, youtube, twitter, facebook • The Edison team & mevrouw Vanden Abeele • you

What lies • Augmented Reality • Sekai Camera beyond?

Gettin’ real!

http://www. virtueleopendeur.be

Thank you www.twitter.com/pierrezi www.linkedin.com/in/pietervandenabeele

Cafedison Branded Utility And Social Media

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Notes on slide 1

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