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Brand building for the digital age: the Destination

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  • “ Our industry has given the consumer ADD. The old tricks and traditions don ’ t work anymore. The consumer is in full control. They ’ re savvy, easily bored, and elusive. Extraordinary news, information, and entertainment, now circle the world in a heartbeat. They ’ re there for filtering information at lightning speed. Their judgement is brutal. Their standards are high. And if we fail to engage them, they will switch off in a blink. Break through the boredom, however, and they will willingly get involved. It used to take decades of consistent storytelling to establish a brand. The same is now being achieved almost overnight.
  • Social Media is fundamentally changing the way marketers and consumers interact with each other.
  • Social Media is fundamentally changing the way marketers and consumers interact with each other.
  • Social Media is fundamentally changing the way marketers and consumers interact with each other.
  • Social Media is fundamentally changing the way marketers and consumers interact with each other.
  • Digital is not just a website – it ’ s mobile, it ’ s social media – number of interfaces Digital is horizontal not vertical – it ’ s the seam across all interfaces – Digital is about integrating measurement across all interfaces: multi-channel attribution The community
  • Digital is not just a website – it ’ s mobile etc – number of interfaces Digital is horizontal not vertical – it ’ s the seam across all interfaces – Digital is about integrating measurement across all interfaces: multi-channel attribution The community
  • n the latest Method 10x10 piece, principal Marc Shillum argues that branding lies in creating patterns that add up to a whole, rather than a single, monolithic message. Brands today exist in multiple mediums, defined by multiple voices. The media brands inhabit is iterative, with no beginning, no end, and little permanency. In that context, adherence to a big idea and endless repetition of centralized, fixed rules can make a brand seem unresponsive and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value?" http://www.fastcodesign.com/1664145/branding-is-about-creating-patterns-not-repeating-messages Quote I like: "the customer expects the brand to be as responsive and real-time as any medium through which it is accessed, while maintaining consistency no matter how it is experienced."
  • The Internet is such an unbelievable thing
  • The Internet HAS EVOLVED THE WAY WE CONNECT + COMMUNICATE
  • The incredible rise of social platforms like Facebook and Twitter really highlight how we as humans feel the need to connect and share
  • Wikipedia, a website entirely powered by clever humans who have knowledge to share (and the not as clever humans who want to learn) is in the top 10 most visited websites on the planet with over 24 million human edited pages
  • Connect + learn + share A formula that is shaping modern communication
  • To truly deliver a bold message around the importance of control, capitecbank.co.za must be a destination. A platform that hosts a community as well as a range of tools that will ultimately empower South Africans to be better at money. A destination where users can connect + learn + share. ++ The purpose of the community is two-fold: 1. Deliver on Capitec Bank's message of transparency though an open, honest and 100% customer-driven(?) approach to content around money management 2. Position capitecbank.co.za as the destination of anything and everything a South African may need to be be better at banking ++
  • To truly deliver a bold message around the importance of control, capitecbank.co.za must be a destination. A platform that hosts a community as well as a range of tools that will ultimately empower South Africans to be better at money. A destination where users can connect + learn + share. ++ The purpose of the community is two-fold: 1. Deliver on Capitec Bank's message of transparency though an open, honest and 100% customer-driven(?) approach to content around money management 2. Position capitecbank.co.za as the destination of anything and everything a South African may need to be be better at banking ++
  • To truly deliver a bold message around the importance of control, capitecbank.co.za must be a destination. A platform that hosts a community as well as a range of tools that will ultimately empower South Africans to be better at money. A destination where users can connect + learn + share. ++ The purpose of the community is two-fold: 1. Deliver on Capitec Bank's message of transparency though an open, honest and 100% customer-driven(?) approach to content around money management 2. Position capitecbank.co.za as the destination of anything and everything a South African may need to be be better at banking ++
  • LEADING FINANCIAL LITERACY DESTINATION IN SA To truly deliver a bold message around the importance of control, capitecbank.co.za must be a destination. A platform that hosts a community as well as a range of tools that will ultimately empower South Africans to be better at money. A destination where users can connect + learn + share. ++ The purpose of the community is two-fold: 1. Deliver on Capitec Bank's message of transparency though an open, honest and 100% customer-driven(?) approach to content around money management 2. Position capitecbank.co.za as the destination of anything and everything a South African may need to be be better at banking ++
  • What if people are saying things about you online and other ’s are searching for you? Remember, Searching is the number 1 online activity
  • Would you agree if I said that your perceptions of brands or products are highly influenced by your peer group?
  • 2 nd largest on the continent Recent stats reveal SA now has 4mil + FB users
  • Time is the most valuable thing you can spend
  • If Vanilla Ice had said Stop, Listen and Collaborate, some may have believed that he was an online PR professional ahead of his time. But alas, he ended up being a 1 hit wonder rapper.
  • Transcript

    • 1.  
    • 2.
      • A NEW PARADIGM:
    • 3.
      • BUILDING
      • BRAND
      • PLATFORMS:
      • RELATIONSHIPS
    • 4.
      • YOU’RE NOT PRODUCING ADS, YOU’RE CREATING AND CURATING CONTENT
    • 5.
      • TECHNOLOGY IS THE ENABLER
    • 6.
      • COMMUNICATING IN REAL-TIME
    • 7. ,
    • 8.
      • FIRST A NOTE ON MARKETING
    • 9.  
    • 10.  
    • 11.  
    • 12.  
    • 13. Destination Stores Events FB Page Twitter News
    • 14.  
    • 15.  
    • 16.
      • “… branding lies in creating patterns that add up to a whole, rather than a single, monolithic message.
      • Brands today exist in multiple mediums, defined by multiple voices...”
      • MARC SHILLUM
    • 17.  
    • 18. The Opte Project: TRACING ALL THE ROUTES OF THE INTERNET( www.opte.org ) 
    • 19. 1,8 billion people are online (26% of the world population)
    • 20.  
    • 21. + CONNECT COMMUNICATE
    • 22.  
    • 23. MILLION 24
    • 24. Connect Learn Share
    • 25. Consumers have power
    • 26.
      • BUILDING
      • BRAND PLATFORMS: RELATIONSHIPS
    • 27. DESTINATION
    • 28. DESTINATION COMMUNITY
    • 29. DESTINATION COMMUNITY TOOLS
    • 30. DESTINATION COMMUNITY TOOLS BRAND ENAGAGEMENT
    • 31. +
    • 32.
      • "The last 10 years was the decade of the social web. Facebook has come away as the clear leader and now, a new decade is upon us - the decade of games . These are not children's games, however. These are games that could change the world .”
      • Seth Priebatsch, CEO SCVNGR
    • 33. Social Layer The Interweb Game Layer Influence Behavior
    • 34.
      • Is your CRM program a boring email?
      • Or is it an Epic Journey where the more you get to know your customer, the more they want to play
    • 35.  
    • 36.  
    • 37.
      • YOU’RE NOT PRODUCING ADS, YOU’RE CREATING AND CURATING CONTENT
    • 38.  
    • 39.  
    • 40. “ Your brand is no stronger than its reputation - and will increasingly depend on what comes up when you are Googled” Alan Jenkins Communications Consultant
    • 41.
      • TECHNOLOGY IS THE ENABLER
    • 42.  
    • 43.  
    • 44.
      • COMMUNICATING IN REAL-TIME
    • 45. “ ..consumers around the world place their highest levels of trust in other consumers. ” Nielsen Global Survey, 2007
    • 46. 750 million+ users 2 Billion video views per day Over 5 billion images 175 million users 100+ million users social media
    • 47. Sources: afrographique.tumblr.com // socialbakers.com
    • 48. Sources: afrographique.tumblr.com // mike saunders
    • 49. Sources: afrographique.tumblr.com // mike saunders
    • 50.  
    • 51. “ The future of marketing is not about doing and saying things TO people” “ The future of marketing is about doing things WITH and FOR people” Paul Isakson Digital Strategist
    • 52.  
    • 53.  
    • 54. Stop. Collaborate. And listen.
    • 55.
        • Questions
    • 56.
      • A new paradigm, building brand platforms , assimilating consumer lifestyle with brand worlds through innovation (technology). 
      • This challenges conventional uni-directional dialogue (ATL) and promotes relationships (databases etc) - in terms of 'dark marketing' this is huge. 
      • Technology as the enabler
      • Real-time dialogue/relationship with consumers .
    • 57. OWNED EARNED PAID 3 TYPES OF MEDIA
      • Your website
      • Your Facebook page
      • Your Twitter stream
      • Your database
      • Your physical store
      • Your events
      • Your brochures
      • PR
      • Word of mouth
      • Fan content on your Facebook page
      • Brand mentions on twitter
      • Adverts in magazines, radio, websites
      • Sponsorships
    • 58. EARNED 3 TYPES OF MEDIA: REACH VERSUS CONTROL OWNED PAID FOR CONTROL REACH
    • 59. EARNED 3 TYPES OF MEDIA : IMPACT OVER TIME TIME IMPACT OWNED PAID FOR

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