Building Believable Brands with SEM Campaigns

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Can we Build a Believable Brand with SEM Campaigns? From plain 1.0 Search Engine Marketing using Social Media towards Conversion & Contextual marketing.

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Building Believable Brands with SEM Campaigns

  1. 1. Building Believable Brands with SEM campaigns SEM FORUM - Hotel Le Meridien Brussels, 25 thJune 2009 www.lbigroup.be Kurt Vergult – Creative Director Antony Slabinck - Client Service Director Building Believable Brands
  2. 2. SEM FORUM - Hotel Le Meridien Brussels, 25 thJune 2009 www.lbigroup.be Kurt Vergult – Creative Director Antony Slabinck - Client Service Director Building Believable Brands
  3. 3. AGENDA 3)What’s important? 4)The Problem 5)The Solution 6)Key values for Building Believable Brands 7)Can we combine SEM Campaigns & BBB? 8)Some SEM Cases Building Believable Brands
  4. 4. 1. What’s important? Building Believable Brands
  5. 5. About LBi The leading digital agency in Europe ... >160M turnover... >1500 employees... 12 Countries... 35 offices... Vision... Values... Brand... Awards…Products... Nice ... but it doesn’t really matter! Building Believable Brands
  6. 6. About your company ... Turnover... Number of employees... Number of countries... Number of offices... Vision... Values... Brand... Awards… Products... Yes, it’s important, but does it really matter? Building Believable Brands
  7. 7. If our/your company data doesn’t matter... What ? Does Matter ? …WHAT Yes, We ? Building Believable Brands
  8. 8. YOUR CUSTOMER And... He wants to have fun. He wants to get added value. He even wants to be part of a community... and get engaged Building Believable Brands
  9. 9. This is your brand today 0.0 & 1.0 Your Brand Building Believable Brands
  10. 10. Today an average person sees 4.000 ads a day Doesn’t make any sense to add your message on top of that Massive overload of information Building Believable Brands
  11. 11. 2. The Problem Building Believable Brands
  12. 12. Consumers vs your brand – Web 0->1.0 Your Brand The old world Building Believable Brands
  13. 13. Customers aren’t listening The old world was about control The old world was very linear The broadcast of the few has given way to the narrowcast of the many Building Believable Brands
  14. 14. Buy more Adwords? Building Believable Brands
  15. 15. Consumers vs your brand – Web 2.0 Your Brand The new world Building Believable Brands
  16. 16. Make them eager to find you, your site, your brand Building Believable Brands
  17. 17. The new world is about empowerment New world = new attitudes Building Believable Brands
  18. 18. Support their creative conversation Building Believable Brands
  19. 19. You can’t solve problems & challenges of today with the answers of yesterday Building Believable Brands
  20. 20. You might miss their world Building Believable Brands
  21. 21. United Airlines Commercial An existing TV commercial from United Airlines on TV in 2006 • Setup : The management Board Room in 1989 • Our oldest customer just fired us after twenty years... : • In a conference room, a manager announces they have just lost a major long-time client, one too many. It's time for a "face-to-face" policy, in other words, not just call the customer, but also meet him. He starts handing out plane tickets to the other employees... which leaves room for a brilliant conclusion. This video can be viewed at Youtube : http://www.youtube.com/watch?v=zZ6Z8kcoi-E Building Believable Brands
  22. 22. 3. The Solution Building Believable Brands Building Believable Brands
  23. 23. No more sandcastles Building Believable Brands
  24. 24. No more ‘targets’ “Customers aren’t targets anymore… they are your most important assets” Meg Whitman, CEO & President, eBay Building Believable Brands
  25. 25. No more evil marketing Building Believable Brands
  26. 26. Listen to your customers Join their dialogue Building Believable Brands
  27. 27. Consumers are are interacting with each other Building Believable Brands
  28. 28. Engage consumers on their terms Building Believable Brands
  29. 29. Join their conversation Building Believable Brands
  30. 30. Your Brand Promise and your Service have to be one and the same Believable brands are part of consumers’ lives by adding value, richness, fun… Building Believable Brands
  31. 31. Pick up user generated stories Enhance them Building Believable Brands
  32. 32. Technology brings as well the solution Building Believable Brands
  33. 33. 4. Key values to Build Believable Brands Building Believable Brands
  34. 34. Sharing Honesty Dialogue Participation Building Believable Brands Openess Trust Listening Positivism Consistency Relevancy Added Value Authenticity Collaboration Building Believable Brands
  35. 35. 5. SEM Campaigns Building Believable Brands
  36. 36. Building Believable Brands & SEM Campaigns Building Believable Brands
  37. 37. What do you think? Can we use SEM Campaigns to Build Believable Brands? Building Believable Brands
  38. 38. 6. Some SEM Cases Building Believable Brands
  39. 39. Case 1 : Lufthansa bidding KLM adwords? Building Believable Brands
  40. 40. Case 2 : Car insurances with 60% discount? Building Believable Brands
  41. 41. Case 3 : MC Cain buying Obama Adwords? Bill Elward : <<So you can certainly imagine my surprise when I stumbled upon a McCain ad while searching Google for the term "obama". McCain had my vote up until that moment… It saddens me to think that our potential President would conduct his campaign in such a way - it scares me to think how he might run the country.>> Building Believable Brands
  42. 42. Case 4 : LandRover starting a conversation First steps into Conversation Marketing Building Believable Brands
  43. 43. Case 5 : VOLVO Ad on YouTube Go to WWW Building Believable Brands
  44. 44. Case 5 : VOLVO XC60 on Twitter Building Believable Brands
  45. 45. Case 5 : VOLVO XC60 on Flickr Building Believable Brands
  46. 46. Go to WWW Case 6 : Meet the VOLKSWAGENS First steps into Contextual Marketing Building Believable Brands
  47. 47. Case 6 : Meet the VOLKSWAGENS Go to WWW Building Believable Brands
  48. 48. Building Believable Brands
  49. 49. Contextual Marketing Agreed! It’s still experimental … imagine the possibilities Building Believable Brands
  50. 50. Listen to & join their conversations Build honest relationships with your audience / customers Start an ongoing dialogue with your customer Search for Brand Advocates and empower them! Evolve, Engage and empower your communities Building Believable Brands
  51. 51. Building Believable Brands with SEM Campaigns? YES WE DO! Thank you! Now we want to listen to you... Answer your questions ... And start a dialogue! Contact: Kurt Vergult – Creative Director Antony Slabinck - Client Service Director LBi Belgium : www.twitter.comLBiBelgium Building Believable Brands

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