Your Brand? OUR Brand. (IIMA version)

Your brand? OUR BRAND. Branding in the Era of the Empowered Consumer Eric Weaver | Tribal DDB 10/21/09

Tonight ◼  Definitions and realities ◼  Four cultural changes that have turned the world upside-down ◼  Trust and its impact on revenue ◼  Rethinking the brand in terms of trust ◼  Social media branding makeovers ◼  Final thoughts/Q&A 2

Definitions and realities less than a minute ago - Comment - Like 3

Branding: a dog’s breakfast? Disparate definitions: is it identity? Experience? Advertising? Gut feeling? A promise? October 21 at 6:31pm - Comment - Like - See Wall-to-Wall 4

Slight prob: suggesting any expense of time/ money that does not support a quarterly earnings goal is often political suicide. October 21 at 6:32pm - Comment - Like - See Wall-to-Wall 5

My def’n: the process of crafting a UVP and platform for reception (& now interaction) w/one’s market. Have to go to mkt with something. October 21 at 6:33pm - Comment - Like - See Wall-to-Wall 6

Old-school control of brand, msg is a bit like controlling gossip. You may “steer” it but really, that’s about it. O.M.G. Did u see that tagline? October 21 at 6:34pm - Comment - Like - See Wall-to-Wall 7

Why? BOOMERS = propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trust. 2:57 PM Oct 21 from PowerPoint GENS X&Y = affinity. Formalities ignored, sharing means finding, tech is easy, random is life. Consider your lens. Suit & tie = distrust. 2:57PM Oct 21 from PowerPoint 8

In fact, 66% of customer touchpoints are now CUSTOMER GENERATED 6:35 PM Oct 21 from PowerPoint (McKinsey Quarterly, June 2009)

And it’s not only consumers who are creating touchpoints. 6:39 PM Oct 21 from PowerPoint

THE REALITY: your brand is now our brand. Branding must consider social implications. 6:40 PM Oct 21 from PowerPoint

Let’s look at the business of promoting a brand. less than a minute ago - Comment - Like 12

Outbound mktg is a $1TT machine. Each niche = a full industry. We're rewarded for storytelling/ intrusion/ repetition. Unchanged in 150 yrs. 6:41 PM Oct 21 from PowerPoint 13

Our customers, however, have changed. Maybe a lot, LOLZ. 6:42PM Oct 21from TwitterBerry 14

Commercialism starting to smell like self-interest. Consumers flee to social netwks where they could connect w/like minds, pitch-free. 6:45 PM Oct 21 from PowerPoint

For marketers, social netwks looked like a smorgasbord of opportune audiences. OOH YUMMEH! 6:47 PM Oct 21 from PowerPoint 16

What’d we get? Same ol’ same ol’. “Look over here! A chance to WIN!” #yawn October 21 at 6:48pm - Comment - Like - See Wall-to-Wall 17

Traditional ads in social netwks are like #amway salesmen showing up at a cocktail party. Not the right context, kids. #fail 6:51 PM Oct 21 from PowerPoint 18

The waning Outbound Voice: RT @TNSMedia Intelligence US ad spend plunges 14.2%; only online posts growth. 6:52 PM Oct 21 from PowerPoint 19

Four major cultural changes are killing the outbound model and amplifying dialogue. less than a minute ago - Comment - Like 20

CHANGE #1: trust has fallen off a cliff. (RT @edelman) 6:55 PM Oct 21 from Edelman Trust Barometer 21

RT @edelman: “banks, automotives, media and insurance hit hardest in US.” Wonder abt schools, cops, doctors (societal pillars) 6:56 PM Oct 21 from from Edelman Trust Barometer 22

CHANGE #2: time starvation, micro-niche interests, endlessly-customizable media options, expecting free information 6:59 PM Oct 21 from PowerPoint 23

#SEARCH: people, products, info, media I care abt; #EXPRESSION via blogs, opinion sites, ratings; #SHARING what we like, or hate About a minute ago - Comment - Like Generally, consumers don’t need advertising, marketing or PR (#TimeToRethink) 7:00 PM Oct 21 from PowerPoint 24

BLOGGERS CUSTOMERS TRADE ORGS CHANGE #3: the new cacophony. EMPLOYEES 7:02 PM Oct 21 from culture INVESTORS MEDIA ANALYSTS MARKETERS GOVERNMENT 25

CHANGE #4: people turn to PEERS when risk is high, more choices to review, less time for research. #remarkable 7:04 PM Oct 21 from PowerPoint 26

Most credible ppl giving me company/product info? 47% believe in PEERS. 13% trust marketers. #wakeupcall #outboundvoice 7:05 PM Oct 21 from 2009 Edelman Trust Barometer 27

Trust isn’t just influential, it’s widely shared. 56% age 35-64, 63% 25-34 share trust/distrust on the web. 7:06 PM Oct 21 from 2008 Edelman Trust Barometer 28

Trust drives preference: 91% choose to buy from companies they trust, 77% refuse the distrusted. Bottom line: TRUST DRIVES TRANSACTIONS. 7:07 PM Oct 21 from 2009 Edelman Trust Barometer 29

(Source: Agent Wildfire) 30

Rethinking the brand in terms of trust less than a minute ago - Comment - Like 31

Growing revenue not abt clever, elegant, loud. Not abt tools! Nor Ashton/Oprah. Not abt Social Media change. IT’S ABT PPL TRUSTING YOU. 7:08 PM Oct 21 from PowerPoint 32

CONSUMERS WANT PROOF OF INTENT: “How much more would u trust a company for taking these actions?” 7:10 PM Oct 21 from Edelman Trust Barometer 33

So build a trust strategy. Where are u trusted? distrusted? Reexamine brand attribs, think thru proof points and executional steps. less than a minute ago - Comment - Like 34

DON’T KILL TRUST W/INTRUSION: Don’t interrupt search. Be found/referred. Don’t talk abt ur value, demonstrate it. 7:12 PM Oct 21 from PowerPoint BUILD PROOF POINTS. Demonstrate u know ur stuff, a vision for sector/mkt, that others took a chance & benefitted, that ur ethical, easy, trustworthy. 7:12 PM Oct 21 from PowerPoint EMPOWER OTHERS TO SPREAD THEIR TRUST IN YOU. Give customers a voice. Amplify their words. Make value sharing effortless. 7:13 PM Oct 21 from PowerPoint 35

Look for and target ur organization’s trust soft-spots. Rebuild trust there w/proof pts. Be real. Take fodder from conspiracy theorists. 7:14 PM Oct 21 from PowerPoint 36

Soft-spots in trust: would you still hire someone after this? 7:16 PM Oct 21 from PowerPoint

Social branding makeovers less than a minute ago - Comment - Like 38

BEFORE: Starbucks was slow to adopt SocMed. This was what people found. 7:17 PM Oct 21 from PowerPoint

AFTER: Proof of interest in listening to consumers. 75k ideas in 6 mos. 7:18 PM Oct 21 from PowerPoint

AFTER: Starbucks demonstrates commitment through partners 7:19 PM Oct 21 from PowerPoint

BEFORE: consumer- generated brand hate. Remember, search loves conversation and extends across time. 7:20 PM Oct 21 from PowerPoint

AFTER: customer service superstars 7:22 PM Oct 21 from PowerPoint

BEFORE: quiet branding, low relevance to new customer base. 7:23 PM Oct 21 from PowerPoint

AFTER: trust generated, $4 million happened. 7:24 PM Oct 21 from PowerPoint 45

OTHERS: leveraging social causes to focus conversation (and brand) on giving back. 7:25 PM Oct 21 from PowerPoint

Final thoughts less than a minute ago - Comment - Like 47

Social media is so NOT a fad. Google gave us search. SocMed gave us sharing, connecting. Consumers will not give up this ability. 7:26 PM Oct 21 from PowerPoint Social Media reflects that we are time-starved creatures trying to get our day back, rather than being shallow. Sharing = finding lk minds. 7:26 PM Oct 21 from PowerPoint One more thing for marketers to do: more like engaging ur market where they prefer to be. How’d that last trade show budget work out? 7:27 PM Oct 21 from PowerPoint 48

RECAP: Rethink your entire brand and mktg approach from a prospective of trust and with a wider lens. 7:28 PM Oct 21 from PowerPoint Build trust by being found, demonstrating your knowledge, your vision and offering proof of trustworthiness. #linkedin 7:28 PM Oct 21 from PowerPoint Finally, use social marketing to leverage the EXISTING TRUST already established between peers, rather than buying new trust. 7:29 PM Oct 21 from PowerPoint 49

THANK YOU! AND QUESTIONS. me: twitter.com/weave company: tribalddb.ca slides: slideshare.net/weave

Your Brand? OUR Brand. (IIMA version)

by Eric Weaver on Oct 22, 2009

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Your Brand? OUR Brand. (IIMA version) — Presentation Transcript

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