Real-time brand management. What marketers need. And how to do it.
Obligatory pompous,  self-aggrandizing slide. Pinstorm is a digital brand management firm. We operate around the clock, ar...
What hath God wrought?
 
A product is made of raw materials + + =
A brand is made of perceptions + + = + + =
A brand is made of perceptions + + = + + =
People buy brands, not products + + = + + =
You may put a lot into your product + + = =
But if you don’t manage the brand in real-time, it all goes to waste = = = #FAIL + + +
Traditional brand management methods won’t work here. Bad news Google Alert or forwarded by well-wisher Mktr CEO CorpCom /...
What’s wrong with traditional brand management in the real-time age? <ul><li>Wrong Focus: </li></ul><ul><ul><li>Not CorpCo...
Before we get to the right way, change your thinking. Marketing isn’t a place for leisurely research and 3-year product li...
If your brand is always in beta, always being tested, guided: then your function is more that of: An air traffic controller
The new life of the real-time brand manager. Ten aspects.
The new real-time brand manager 1. Listens harder
The real-time brand manager 1. Listens harder <ul><li>Google Alerts aren’t enough. By a factor of 200. </li></ul>
The new real-time brand manager 2. Separates decoys & the real thing
The new real-time brand manager 2. Separates decoys & the real thing <ul><li>>90% of all mentions can be ignored. </li></ul>
The new real-time brand manager 3. Integrates the company behind her
The new real-time brand manager 3. Integrates the company behind her <ul><li>Join up customer service, then marketing </li...
The new real-time brand manager 4. First thinks customer service, then outbound marketing
The new real-time brand manager 4. First thinks customer service, then outbound marketing <ul><li>First aspirin, then vita...
The new real-time brand manager 5. Is never afraid to intervene
The new real-time brand manager 5. Is never afraid to intervene <ul><li>Tracking solutions by themselves are useless. </li...
The new real-time brand manager 6. Finds great tech & people to help
The new real-time brand manager 6. Finds great tech & people to help <ul><li>Tech alone can’t solve issue. Tone, manner ma...
The new real-time brand manager 7. Makes it all work as one
The new real-time brand manager 7. Makes it all work as one <ul><li>No separate firms for Facebook, SEM, Twitter, SEO, Dis...
The new real-time brand manager 8. Understands it takes money, scale
The new real-time brand manager 8. Understands it takes money, scale <ul><li>We will be Twitter’s revenue model </li></ul>...
The new real-time brand manager 9. Understands the strategy change
The new real-time brand manager 9. Understands the strategy change <ul><li>It’s not Customer Relationship Management </li>...
The new real-time brand manager 10. Understands there’s no sleep
The new real-time brand manager 10. Understands there’s no sleep <ul><li>At least till the next shift reports in to work! ...
Welcome to this new world! @ mahesh murthy from @ pinstorm
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Pinstorm Tips On Real Time Brand Management

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Pinstorm Tips On Real Time Brand Management

  1. 1. Real-time brand management. What marketers need. And how to do it.
  2. 2. Obligatory pompous, self-aggrandizing slide. Pinstorm is a digital brand management firm. We operate around the clock, around the world.
  3. 3. What hath God wrought?
  4. 5. A product is made of raw materials + + =
  5. 6. A brand is made of perceptions + + = + + =
  6. 7. A brand is made of perceptions + + = + + =
  7. 8. People buy brands, not products + + = + + =
  8. 9. You may put a lot into your product + + = =
  9. 10. But if you don’t manage the brand in real-time, it all goes to waste = = = #FAIL + + +
  10. 11. Traditional brand management methods won’t work here. Bad news Google Alert or forwarded by well-wisher Mktr CEO CorpCom / Mktg Email / SMS Mainline Agency #Frenzy Creative Media Social Div #Not My Problem #We’ll buy Fb ads #Let’s do a Twitter page Badnews #Hashtags CorpCom pressured Badnews goes away Urgent meetings happen Status Quo #Relief #Bullet_Dodged #Till The Next One
  11. 12. What’s wrong with traditional brand management in the real-time age? <ul><li>Wrong Focus: </li></ul><ul><ul><li>Not CorpComm/Mktg issue. A business issue </li></ul></ul><ul><li>Wrong Structure </li></ul><ul><ul><li>Not separate: but meld mktg + cust service </li></ul></ul><ul><li>Wrong Speed: </li></ul><ul><ul><li>Response in weeks, not hours. </li></ul></ul><ul><li>Wrong Support </li></ul><ul><ul><li>Agencies split in creative/media. Wrong for digital </li></ul></ul>
  12. 13. Before we get to the right way, change your thinking. Marketing isn’t a place for leisurely research and 3-year product life-cycles. It’s where your brand is always in beta .
  13. 14. If your brand is always in beta, always being tested, guided: then your function is more that of: An air traffic controller
  14. 15. The new life of the real-time brand manager. Ten aspects.
  15. 16. The new real-time brand manager 1. Listens harder
  16. 17. The real-time brand manager 1. Listens harder <ul><li>Google Alerts aren’t enough. By a factor of 200. </li></ul>
  17. 18. The new real-time brand manager 2. Separates decoys & the real thing
  18. 19. The new real-time brand manager 2. Separates decoys & the real thing <ul><li>>90% of all mentions can be ignored. </li></ul>
  19. 20. The new real-time brand manager 3. Integrates the company behind her
  20. 21. The new real-time brand manager 3. Integrates the company behind her <ul><li>Join up customer service, then marketing </li></ul><ul><li>Follow through each incident </li></ul>
  21. 22. The new real-time brand manager 4. First thinks customer service, then outbound marketing
  22. 23. The new real-time brand manager 4. First thinks customer service, then outbound marketing <ul><li>First aspirin, then vitamin </li></ul><ul><li>First Twitter, then Facebook, LinkedIn </li></ul>
  23. 24. The new real-time brand manager 5. Is never afraid to intervene
  24. 25. The new real-time brand manager 5. Is never afraid to intervene <ul><li>Tracking solutions by themselves are useless. </li></ul><ul><li>Where’s your response? Workflow to track it? </li></ul>
  25. 26. The new real-time brand manager 6. Finds great tech & people to help
  26. 27. The new real-time brand manager 6. Finds great tech & people to help <ul><li>Tech alone can’t solve issue. Tone, manner maps </li></ul><ul><li>People alone can’t do it with Excel spreadsheets </li></ul><ul><li>Do all employees speak for you? Outsiders better? </li></ul>
  27. 28. The new real-time brand manager 7. Makes it all work as one
  28. 29. The new real-time brand manager 7. Makes it all work as one <ul><li>No separate firms for Facebook, SEM, Twitter, SEO, Display and Mobile </li></ul><ul><li>It’s the same consumer, stupid! (On same device!) </li></ul><ul><li>All digital should be handled as one medium. </li></ul><ul><li>All media will be digital </li></ul>
  29. 30. The new real-time brand manager 8. Understands it takes money, scale
  30. 31. The new real-time brand manager 8. Understands it takes money, scale <ul><li>We will be Twitter’s revenue model </li></ul><ul><li>And that’s good for both of us </li></ul><ul><li>Be global and scalable from day 1 </li></ul>
  31. 32. The new real-time brand manager 9. Understands the strategy change
  32. 33. The new real-time brand manager 9. Understands the strategy change <ul><li>It’s not Customer Relationship Management </li></ul><ul><li>It’s Cult Relationship Management </li></ul><ul><li>It’s not “our facebook/twitter/4square/etc strategy” </li></ul><ul><li>It’s “our real-time brand management strategy” </li></ul>
  33. 34. The new real-time brand manager 10. Understands there’s no sleep
  34. 35. The new real-time brand manager 10. Understands there’s no sleep <ul><li>At least till the next shift reports in to work! </li></ul><ul><li>But is at peace through it all </li></ul>
  35. 36. Welcome to this new world! @ mahesh murthy from @ pinstorm
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