Participation Across Platforms:
 Your Brand in Social Media
              Alex Morrison
       vp consumer + brand strateg...
Today, we ll discuss two main questions.
1. Wha Happened??
and, more importantly...
2. What Can We Do About It?
Should I buy this
                                                                product now?



                        ...
Am I willing to commit time/
                                                                             energy to this B...
In the digital world, people spend their time exploring the
things they are passionate about.
MY        YOUR
LIFE   >   BRAND
“What does our consumer care about,
and how can we make it better?”
By aligning with consumers passion points,
brands start to earn a natural place in people s
conversations.
So, what does a passion point look like?


         For Josh, it’s extreme sports       For some, it’s music




         ...
Traditionally, we ve tended to group engagements into
their respective channels- each in its own, separate lane.
But like Mumbai, the digital world has no lanes.
It s all one road, shared by all.
Consumers no longer differentiate between
their digital and analog lives.
As marketers, why should we?
How does a consumer form his perception of a brand?
Then
       Paid Media


       Paid Media


       Paid Media

       Paid Media
Advocacy
Now              Advocacy                  Advocacy




                                                      Adv...
Today and tomorrow, we must transition from
“pushing a message” to creating a dialogue
that emanates authentically from th...
Five Ideas to Take Away


1. Acknowledge the Shift. (Change is inevitable)



2. Be Authentic; stand for something.



3. ...
Thank you.




             twitter: alexgmorrison
             e-mail: alex@agencynet.com
Brand Participation Across Platforms
Brand Participation Across Platforms
Brand Participation Across Platforms
Brand Participation Across Platforms
Brand Participation Across Platforms
Brand Participation Across Platforms
Brand Participation Across Platforms
Brand Participation Across Platforms
Upcoming SlideShare
Loading in …5
×

Brand Participation Across Platforms

4,406 views

Published on

A brief presentation given at the World Brand Congress 2009, Mumbai on the need to participate across silos and platforms to achieve results.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,406
On SlideShare
0
From Embeds
0
Number of Embeds
3,087
Actions
Shares
0
Downloads
36
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Brand Participation Across Platforms

  1. 1. Participation Across Platforms: Your Brand in Social Media Alex Morrison vp consumer + brand strategy agencynet interactive twitter: alexgmorrison e-mail: alex@agencynet.com
  2. 2. Today, we ll discuss two main questions.
  3. 3. 1. Wha Happened??
  4. 4. and, more importantly...
  5. 5. 2. What Can We Do About It?
  6. 6. Should I buy this product now? What is this product? Initial Awareness Understanding Consideration Purchase Is this product right for me? sing erti A dv
  7. 7. Am I willing to commit time/ energy to this Brand? Initial Awareness Understanding Consideration Purchase Opinion Investment Advocacy Do I like this product? Does it represent me? Should I tell my friends about this / make it a part of my identity?
  8. 8. In the digital world, people spend their time exploring the things they are passionate about.
  9. 9. MY YOUR LIFE > BRAND
  10. 10. “What does our consumer care about, and how can we make it better?”
  11. 11. By aligning with consumers passion points, brands start to earn a natural place in people s conversations.
  12. 12. So, what does a passion point look like? For Josh, it’s extreme sports For some, it’s music For Lindsey, it’s nightlife and For others, it’s going green social culture For Kelly, it’s tennis For Brian, it’s mountain climbing
  13. 13. Traditionally, we ve tended to group engagements into their respective channels- each in its own, separate lane.
  14. 14. But like Mumbai, the digital world has no lanes. It s all one road, shared by all.
  15. 15. Consumers no longer differentiate between their digital and analog lives.
  16. 16. As marketers, why should we?
  17. 17. How does a consumer form his perception of a brand?
  18. 18. Then Paid Media Paid Media Paid Media Paid Media
  19. 19. Advocacy Now Advocacy Advocacy Advocacy Advocacy Advocacy Advocacy Advocacy
  20. 20. Today and tomorrow, we must transition from “pushing a message” to creating a dialogue that emanates authentically from the brand.
  21. 21. Five Ideas to Take Away 1. Acknowledge the Shift. (Change is inevitable) 2. Be Authentic; stand for something. 3. Add value for your consumers. At any cost. 4. See One Road, not lanes. 5. Embrace the Ripple Effect.
  22. 22. Thank you. twitter: alexgmorrison e-mail: alex@agencynet.com

×