Identity Web2.0 Building a Brand Presence Online John Lambie Regional Digital Creative Director Bates141 © 2008 Bates141

Agenda What is Web2.0? What was 1.0? Key technologies, tools and media available Web2.0 branding checklist Cases study: A brand that gets it … Sometimes Appendix: Web 3.0 © 2008 Bates141

What is Web2.0? What was 1.0?

Key technologies, tools and media available

Web2.0 branding checklist

Cases study:

A brand that gets it

… Sometimes

Appendix: Web 3.0

What was Web1.0? © 2008 Bates141

1.0 Tools, media and technology © 2008 Bates141 Brochureware dot.com About Us TV SPAM Directories Radio Pop-ups Contact Us Flash Animations Press SPAM What’s New! eMail Blinking Banners PORN Dial-up Telemarketing dot.gone What’s Hot SPAM SPAM SPAM SPAM links e-this i-that SPAM SPAM portals vortals hortals spyware adware DM SPAM SPAM WEB

What was Web 1.0? “ Read Only” = Brochureware © 2008 Bates141

“ Read Only”

= Brochureware

What was Advertising 1.0? Links + Listings + Banners + Pop-ups + Buttons + Spam = Old School Broadcast Model = Ad Nauseum + Inbox Invasion © 2008 Bates141

Links + Listings + Banners + Pop-ups + Buttons + Spam

= Old School Broadcast Model

= Ad Nauseum + Inbox Invasion

What was Shopping 1.0? Limited Interactivity = eCatalog eCommerce © 2008 Bates141 reality perception

Limited Interactivity

= eCatalog eCommerce

What was the Social Grid 1.0? 6 degrees of separation = You’re in my contact list © 2008 Bates141

6 degrees of separation

= You’re in my contact list

What was Mobile 1.0? Talk + Text = Mobile Phones © 2008 Bates141

Talk + Text

= Mobile Phones

Web 1.0 Branding Checklist Must haves: A dot com Blinking banners A Yahoo listing Reciprocal links An animated flash intro FAQs “ What’s new” An email list A feedback form Demographic data Propriety content and apps © 2008 Bates141

Must haves:

A dot com

Blinking banners

A Yahoo listing

Reciprocal links

An animated flash intro

FAQs

“ What’s new”

An email list

A feedback form

Demographic data

Propriety content and apps

The Present: Web Branding 2.0 What’s Happening? Who’s Thriving? © 2008 Bates141

2.0 Tools, media and technology © 2008 Bates141 user-generated wireless Social networks iPTV WIKI blogs playlists mash-ups AI integration POS AJAX AdWords GPS targeted banners VOiP Broadband call centres file-sharing RSS WiFi 3G search QR-codes bluecast API rich media mobile web services video virtual worlds eCRM widgets games tags POD DVR Podcasts

What’s Web 2.0? “ Read/Write” = The Customer Strikes Back © 2008 Bates141

“ Read/Write”

= The Customer Strikes Back

What’s Advertising 2.0? Contextual & Behavioural Targeting = Ad Relevance © 2008 Bates141

Contextual & Behavioural Targeting

= Ad Relevance

What’s Shopping 2.0? Customer Ratings, Reviews & Recommendations = weCommerce © 2008 Bates141

Customer Ratings, Reviews & Recommendations

= weCommerce

What’s the Social Grid 2.0? one degree of separation = We’re all just a click away © 2008 Bates141

one degree of separation

= We’re all just a click away

What’s Mobile 2.0? Talk + Text + Web + Media + Apps = Mobile Devices © 2008 Bates141

Talk + Text + Web + Media + Apps

= Mobile Devices

The Code of the Road QUALITY People want cool stuff ACCESS Make it easy to find OPENNESS Don’t bullsh*t CONTROL Let them play with it © 2008 Bates141

QUALITY People want cool stuff

ACCESS Make it easy to find OPENNESS Don’t bullsh*t

CONTROL Let them play with it

2.0 Identities: web-based © 2008 Bates141

2.0 Identities: real world © 2008 Bates141

Web 2.0 Branding Checklist © 2008 Bates141 Web 1.0 Web 2.0 A dot com A dot com and a dot mobi Blinking banners Interactive and Rich Media display ads A Yahoo listing A search strategy (paid and organic) Reciprocal links An “Anywhere and Everywhere” offsite presence: Social networks, media-sharing, games, apps, POS An animated flash intro An engagement platform FAQs Visible, honest and transparent customer reviews “ What’s new” Employee blogs An email list A segmentable, measurable database A feedback form Customer forums & Crowdsourcing Demographic data Behavioural data Propriety content Portable, sharable, mashable content

A dot com

A dot com and a dot mobi

Blinking banners

A Yahoo listing

A search strategy (paid and organic)

Reciprocal links

An “Anywhere and Everywhere” offsite presence: Social networks, media-sharing, games, apps, POS

An engagement platform

Visible, honest and transparent customer reviews

Employee blogs

An email list

A segmentable, measurable database

A feedback form

Customer forums & Crowdsourcing

Demographic data

Behavioural data

Propriety content

Portable, sharable, mashable content

Principles: Branding Web 2.0 Your customers are your brand The customer is always right Customers expect choice and control WOM is still the best form of advertising © 2008 Bates141

Your customers are your brand

The customer is always right

Customers expect choice and control

WOM is still the best form of advertising

Case Study: How Coke has stayed current By embracing every facet of new media available to them, Coca-Cola have ensured that wherever their target audience are playing, they will reach them with relevant content What follows is an example of content Coca-Cola have created in each of the new media spaces

By embracing every facet of new media available to them, Coca-Cola have ensured that wherever their target audience are playing, they will reach them with relevant content

What follows is an example of content Coca-Cola have created in each of the new media spaces

Spreading the ‘Coke Side of Life’ ‘ The Happiness Factory’ was created to reposition the Coca-Cola brand as one that champions happiness, collaboration and sharing Although this film aired on TV, it was launched as a viral film The buzz around the film was so great, Coca-Cola decided to create a ‘movie’ on the same theme. This premiered in Second Life, at a ceremony attended by virtual celebs and journalists, and trailered on TV as if it were a real movie. In order to also warm staff to the new brand and build loyalty, characters in the film are based on real-life Coca-Cola employees, and a ‘mockumentary’ was seeded online featuring voiceovers from employees. The film was Nominated for “Outstanding Commercial” in Emmys 2007 and won “Silver Lion” at Cannes 2007 Launching a new brand position virally

‘ The Happiness Factory’ was created to reposition the Coca-Cola brand as one that champions happiness, collaboration and sharing

Although this film aired on TV, it was launched as a viral film

The buzz around the film was so great, Coca-Cola decided to create a ‘movie’ on the same theme. This premiered in Second Life, at a ceremony attended by virtual celebs and journalists, and trailered on TV as if it were a real movie.

In order to also warm staff to the new brand and build loyalty, characters in the film are based on real-life Coca-Cola employees, and a ‘mockumentary’ was seeded online featuring voiceovers from employees.

The film was Nominated for “Outstanding Commercial” in Emmys 2007 and won “Silver Lion” at Cannes 2007

Immersing consumers in a branded space Soon after opening in 1990 the World of Coca-Cola in Atlanta was attracting four times the expected number of visitors: One million per year. Owing to this success, Coca-Cola have expanded the space to a $100million, 92,000 square ft complex, expected to attract 1.5 million visitors a year The new world of Coca-Cola, Atlanta

Soon after opening in 1990 the World of Coca-Cola in Atlanta was attracting four times the expected number of visitors: One million per year.

Owing to this success, Coca-Cola have expanded the space to a $100million, 92,000 square ft complex, expected to attract 1.5 million visitors a year

Immersing consumers in a branded space Through a variety of experiential and interactive activities, visitors to the exhibition are taught the brand vision and heritage, creating a strong emotional bond between Coca-Cola and their consumer Zones at the New World of Coca-Cola include: The Pop culture gallery 4D film presentation on Coca-Cola (include smells) ‘ Perfect Pauses Theatre’ featuring Coke’s best advertising through the ages ‘ Milestones of Refreshment’ displaying Coca-Cola’s historical artifacts and memorabilia ‘ Bottle Works’ which is a working bottling plant where visitors can tag a bottle, watch it processed, and take it home for free The New World of Coca-Cola, Atlanta

Through a variety of experiential and interactive activities, visitors to the exhibition are taught the brand vision and heritage, creating a strong emotional bond between Coca-Cola and their consumer

Zones at the New World of Coca-Cola include:

The Pop culture gallery

4D film presentation on Coca-Cola (include smells)

‘ Perfect Pauses Theatre’ featuring Coke’s best advertising through the ages

‘ Milestones of Refreshment’ displaying Coca-Cola’s historical artifacts and memorabilia

‘ Bottle Works’ which is a working bottling plant where visitors can tag a bottle, watch it processed, and take it home for free

Taking Coca-Cola into the community & beyond Coca-Cola invited Peter Blake, ‘Godfather of Pop Art’, and 14 leading artists to create their vision of the ‘Coke Side of Life’. The work was displayed on London’s South Bank for a month in August 2007, discussed by visitors to a blog. All of the artwork created depicted their artist’s vision exploding from the iconic Coca-Cola bottle. The visions were united by their blend of contemporary imagery, colour, energy, optimism and happiness. To launch the exhibition and generate PR, Peter Blake created a 20ft high piece of street art live, in front of thousands of passers-by Visitors from across the world to the blog could contribute to the exhibition by heading online to create their own interpretation of the brand promise and posting it to the site for discussion. Branded Art exhibition

Coca-Cola invited Peter Blake, ‘Godfather of Pop Art’, and 14 leading artists to create their vision of the ‘Coke Side of Life’.

The work was displayed on London’s South Bank for a month in August 2007, discussed by visitors to a blog.

All of the artwork created depicted their artist’s vision exploding from the iconic Coca-Cola bottle.

The visions were united by their blend of contemporary imagery, colour, energy, optimism and happiness.

To launch the exhibition and generate PR, Peter Blake created a 20ft high piece of street art live, in front of thousands of passers-by

Visitors from across the world to the blog could contribute to the exhibition by heading online to create their own interpretation of the brand promise and posting it to the site for discussion.

Reaching new & specific audiences by association To reach Diet-Coca-Cola’s core female audience, the brand partnered with Europe’s largest publisher in a world first: a drink giveaway by a magazine. Mini editions of Glam It magazines were attached to Coca-Cola Light bottles and sold across in Belgium throughout April 2007. Coca-Cola developed and patented new labeling technology that enabled the magazine to be hidden under the label (ensuring further contact with the brand). The association is mutually beneficial for both brands as well as the consumer Product-champion messages were dotted throughout the magazine. Throughout the campaign Coca-Cola Belgium enjoyed a 4.9% increase in Diet Coca-Cola sales and the blogosphere noted a strong positive consumers response. Coca-Cola and Glam It

To reach Diet-Coca-Cola’s core female audience, the brand partnered with Europe’s largest publisher in a world first: a drink giveaway by a magazine.

Mini editions of Glam It magazines were attached to Coca-Cola Light bottles and sold across in Belgium throughout April 2007.

Coca-Cola developed and patented new labeling technology that enabled the magazine to be hidden under the label (ensuring further contact with the brand).

The association is mutually beneficial for both brands as well as the consumer

Product-champion messages were dotted throughout the magazine.

Throughout the campaign Coca-Cola Belgium enjoyed a 4.9% increase in Diet Coca-Cola sales and the blogosphere noted a strong positive consumers response.

Gaining new health credentials Coca-Cola announced in 2004 that it was to fund a new research centre founded by the Academy of Chinese Medical Sciences opened. Coca-Cola then created anticipation by shrouding its centre in a deliberate cloak of silence and secrecy. After 3 years, Coca-Cola announced a breakthrough in its research and that it will begin developing a range of drinks inspired by Chinese herbal medicine. Coca-Cola will now become a relevant form refreshment in the lives of the hundreds of millions of consumers that rely on herbal medicine. “ Analysts are predicting that the project could be as vital to the company’s future as the iconic mix of coca leaves and kola nuts has been to its past” - Food News, 2008 Reaching untapped audiences by association: Coca-Cola and the ACMS

Coca-Cola announced in 2004 that it was to fund a new research centre founded by the Academy of Chinese Medical Sciences opened.

Coca-Cola then created anticipation by shrouding its centre in a deliberate cloak of silence and secrecy.

After 3 years, Coca-Cola announced a breakthrough in its research and that it will begin developing a range of drinks inspired by Chinese herbal medicine.

Coca-Cola will now become a relevant form refreshment in the lives of the hundreds of millions of consumers that rely on herbal medicine.

“ Analysts are predicting that the project could be as vital to the company’s future as the iconic mix of coca leaves and kola nuts has been to its past” - Food News, 2008

Being seen to be Green As part of its intentions to recycle 100% of Coca-Cola bottles used in the UK, Coca-Cola launched a range of T-Shirts made from these bottles. Initially, these T-Shirts were only available from the New World of Coca-Cola. Now, a range of T-Shirts made from recycled bottles can be bought from Wal-Mart stores. Coca-Cola is expanding its product line to include stationary and accessories, all made from recycled bottles and, now, cans. Turning bottles into T-Shirts

As part of its intentions to recycle 100% of Coca-Cola bottles used in the UK, Coca-Cola launched a range of T-Shirts made from these bottles.

Initially, these T-Shirts were only available from the New World of Coca-Cola.

Now, a range of T-Shirts made from recycled bottles can be bought from Wal-Mart stores.

Coca-Cola is expanding its product line to include stationary and accessories, all made from recycled bottles and, now, cans.

Becoming relevant to the illusive male youth audience Coke Music brings talented, emerging artists and music-hungry fans together from all over Europe. Emerging and unsigned artists are given free publicity via the branded website which also has a range of downloadable in podcasts. Visitors to the website can vote on which bands they would like to be given the opporunity to perform at Coca-Cola branded music festivals such as Coke Live in Krakow. This associates Coca-Cola with one of the most aspiration and trend setting audiences, underground and new music fans. In it’s first week alone, site received 185,000 hits Branded music

Coke Music brings talented, emerging artists and music-hungry fans together from all over Europe.

Emerging and unsigned artists are given free publicity via the branded website which also has a range of downloadable in podcasts.

Visitors to the website can vote on which bands they would like to be given the opporunity to perform at Coca-Cola branded music festivals such as Coke Live in Krakow.

This associates Coca-Cola with one of the most aspiration and trend setting audiences, underground and new music fans.

In it’s first week alone, site received 185,000 hits

Becoming relevant to the illusive male youth audience Launched in 2006, and set in the style of ‘Grand Theft Auto’. This films contrasts the dark world of crime with the joys of drinking Coca-Cola. The film shows a car-thief rushing around town in an apparently stolen care, and running into a store to buy a Coca-Cola. After sipping his Coke, the world lightens up and the would-be criminal dashes around town helping people. This ad is targeted at the gaming audience that aren’t regularly watching TV. So far it has been viewed on YouTube nearly 2.5 million times Gaming association

Launched in 2006, and set in the style of ‘Grand Theft Auto’. This films contrasts the dark world of crime with the joys of drinking Coca-Cola.

The film shows a car-thief rushing around town in an apparently stolen care, and running into a store to buy a Coca-Cola. After sipping his Coke, the world lightens up and the would-be criminal dashes around town helping people.

This ad is targeted at the gaming audience that aren’t regularly watching TV. So far it has been viewed on YouTube nearly 2.5 million times

Becoming relevant to the illusive male youth audience In 2006, Coca-Cola partnered with Apple to give away 70 million tracks free, via iTunes. Promotional codes were printed onto two billion promotional packs of Coca-Cola, Diet Coke and Coke Zero. Consumers had to log onto a special Coca-Cola branded area of iTunes to enter their code, from where they could choose any song from iTunes to download for free. On-pack promotions and ATL advertising offered consumers the chance to win free iPods and tickets to any of the 100-plus Coke and iTunes sponsored events across Europe (UK, Germany, Austria and Switzerland). At these festivals, Coca-Cola recorded interviews with, and sets of, leading artists and made them available to download onto iPods and PSPs for free, via another website Coca-Cola Stage Side. The videos were also seeded onto the P2P networks frequented by music fans (e.g. BitTorrent and Limewire) Branded music and music by association

In 2006, Coca-Cola partnered with Apple to give away 70 million tracks free, via iTunes.

Promotional codes were printed onto two billion promotional packs of Coca-Cola, Diet Coke and Coke Zero.

Consumers had to log onto a special Coca-Cola branded area of iTunes to enter their code, from where they could choose any song from iTunes to download for free.

On-pack promotions and ATL advertising offered consumers the chance to win free iPods and tickets to any of the 100-plus Coke and iTunes sponsored events across Europe (UK, Germany, Austria and Switzerland).

At these festivals, Coca-Cola recorded interviews with, and sets of, leading artists and made them available to download onto iPods and PSPs for free, via another website Coca-Cola Stage Side.

The videos were also seeded onto the P2P networks frequented by music fans (e.g. BitTorrent and Limewire)

Starting a two-way conversation Coca-Cola rebuilt its global homepage to coincide with the launch of ‘The Coke Side of Life’ positioning. The new site was primarily a shell that could be filled by UGC Coca-Cola published weekly challenges to consumers, who would upload their response to the site. First challenge was to create a film, featuring the iconic Coca-Cola bottle, based on a personal interpretation of ‘The Coke side of Life’. Judging panels change every week based on the nature of the challenge, but prizes are always awarded to content that demonstrates creativity. More often, prizes are not Coke-branded, but instead help consumers with their content creation. They have included laptops, editing software and cameras. User Generated Content

Coca-Cola rebuilt its global homepage to coincide with the launch of ‘The Coke Side of Life’ positioning.

The new site was primarily a shell that could be filled by UGC

Coca-Cola published weekly challenges to consumers, who would upload their response to the site.

First challenge was to create a film, featuring the iconic Coca-Cola bottle, based on a personal interpretation of ‘The Coke side of Life’.

Judging panels change every week based on the nature of the challenge, but prizes are always awarded to content that demonstrates creativity.

More often, prizes are not Coke-branded, but instead help consumers with their content creation. They have included laptops, editing software and cameras.

Activating their Euro 2008 sponsorship Coca-Cola launched another brand partnership, this time with collectables maker Panini, to develop an instant-message application for UEFA Euro 2008. Fans were able to swap ‘cards’ and discuss player profiles whilst chatting with their friends on messenger. Cards were displayed onto IM chat windows, to incentivise the hunt for more. These cards could be found in obscure corners of the internet, and clues and codes led collectors towards them. Consumers were able to rate players and teams to add the interactivity of the application. Approximately 100,000 users used the application during Euro 2008. Interactive Instant Messaging applications

Coca-Cola launched another brand partnership, this time with collectables maker Panini, to develop an instant-message application for UEFA Euro 2008.

Fans were able to swap ‘cards’ and discuss player profiles whilst chatting with their friends on messenger.

Cards were displayed onto IM chat windows, to incentivise the hunt for more. These cards could be found in obscure corners of the internet, and clues and codes led collectors towards them.

Consumers were able to rate players and teams to add the interactivity of the application.

Approximately 100,000 users used the application during Euro 2008.

Joining the social-network revolution CokeTag was launched in 2008 as a Facebook application that will soon be available on Bebo and MySpace. It displays websites that users have tagged both on and off Facebook, and that they would like to share with others. It enables consumers to promote their blog, art, music or favourite websites thanks to Coca-Cola’s application. Facebook applications

CokeTag was launched in 2008 as a Facebook application that will soon be available on Bebo and MySpace.

It displays websites that users have tagged both on and off Facebook, and that they would like to share with others.

It enables consumers to promote their blog, art, music or favourite websites thanks to Coca-Cola’s application.

Joining the social-network revolution Coca-Cola was one of the founding ‘Facebook Fansite’ brands. To date 500,000 (0.5% of all users) have stated that they are a ‘Fan’ of Coca-Cola. This enables Coca-Cola to contact their half a million fans with any message they chose, with their brand will be displayed on 500,00 profiles, viewed by tens of millions every day. Having such a large number of people in your Facebook group also enables Coca-Cola to receive important data relating to their online champions. This includes their age, sex, and location. This can be used to create more effective and targeted online communications. Creating an online fanbase

Coca-Cola was one of the founding ‘Facebook Fansite’ brands.

To date 500,000 (0.5% of all users) have stated that they are a ‘Fan’ of Coca-Cola.

This enables Coca-Cola to contact their half a million fans with any message they chose, with their brand will be displayed on 500,00 profiles, viewed by tens of millions every day.

Having such a large number of people in your Facebook group also enables Coca-Cola to receive important data relating to their online champions. This includes their age, sex, and location.

This can be used to create more effective and targeted online communications.

Being open and honest Coca-Cola Conversations launched on the largely UG homepage in January 2008. The blog allows Coca-Cola to share thoughts, information and announcements with its fans and the wider world. Consumers engage in discussions about everything from ethical groups that target Coca-Cola to new product innovations. No Coca-Cola related subject is taboo. Phil Mooney, Coca-Cola’s director of archives and a thirty year Company veteran was the first blogger. This was a tactical decision the brand, to establish a link between the forward facing brand, and the heritage brand. A Corporate blog

Coca-Cola Conversations launched on the largely UG homepage in January 2008. The blog allows Coca-Cola to share thoughts, information and announcements with its fans and the wider world.

Consumers engage in discussions about everything from ethical groups that target Coca-Cola to new product innovations. No Coca-Cola related subject is taboo.

Phil Mooney, Coca-Cola’s director of archives and a thirty year Company veteran was the first blogger. This was a tactical decision the brand, to establish a link between the forward facing brand, and the heritage brand.

Getting people talking This film launched with great success in 2007. Viewers watched as two genuine Coca-Cola brand managers persuaded two genuine lawyers to file a lawsuit against sugar-free Coke Zero for ‘taste infringement’. After the film was seeded, advertising was created that ran outdoors (on trucks), online, virally and through ‘campaign emails’ like those from an elected. Radio commercials ran asking listeners to call 877-SUE-ZERO and leave messages on make-believe law firm’s voicemail in support of Coca-Cola. Visitors to the website were able to ‘virtually harass the lawyers’. This was the perfect solution to reaching Coke Zero’s ‘Bloke Coke’ male audience, and was mutually beneficial for both Coca-Cola brands. A phony lawsuit to launch Coke Zero virally

This film launched with great success in 2007.

Viewers watched as two genuine Coca-Cola brand managers persuaded two genuine lawyers to file a lawsuit against sugar-free Coke Zero for ‘taste infringement’.

After the film was seeded, advertising was created that ran outdoors (on trucks), online, virally and through ‘campaign emails’ like those from an elected.

Radio commercials ran asking listeners to call 877-SUE-ZERO and leave messages on make-believe law firm’s voicemail in support of Coca-Cola.

Visitors to the website were able to ‘virtually harass the lawyers’.

This was the perfect solution to reaching Coke Zero’s ‘Bloke Coke’ male audience, and was mutually beneficial for both Coca-Cola brands.

Getting it wrong One of the biggest global product launches in history Aussie launch date: Jan 2006 Target: Young adult males Approach: Give the typical disaffected GenY bloke a voice Go guerilla with a witty, angsty, underground movement against all that sucks in today’s overly corporate, globalized PC world Coke Zero Australia Launch. A big fat zero

One of the biggest global product launches in history

Aussie launch date: Jan 2006

Target:

Young adult males

Approach:

Give the typical disaffected GenY bloke a voice

Go guerilla with a witty, angsty, underground movement against all that sucks in today’s overly corporate, globalized PC world

The “Zero Movement” Manifesto What if you could have more zero in your life? Zero hassles. Zero Stress. Zero fights. Zero worries. Zero limits. Zero consequences. Zero parking fines. Zero demands. Zero unhappiness. Zero deadlines. Why don’t relationships come with a gap year? How many ad agencies does it take to patronize a demographic? Why can’t every weekend be long? Why can’t bosses come with a mute button?

“ We’re gonna take it to the streets!”

“ We’re gonna take it to the blogosphere!”

“ I’m gonna pretend I’m something I’m not!” Perception: A real movement of slackers, by slackers, for slackers empowered by new media Indie, underground, grass roots, street smart, rebellious, irreverent Reality: A large multinational, lolly-water marketing machine A cynical attempt to dupe it’s anti-mass-media target audience

Perception:

A real movement of slackers, by slackers, for slackers empowered by new media

Indie, underground, grass roots, street smart, rebellious, irreverent

Reality:

A large multinational, lolly-water marketing machine

A cynical attempt to dupe it’s anti-mass-media target audience

Results: A major backlash There were zero places to hide

A major backlash

There were zero places to hide

Results A major backdown Coke branding was forced into the open

A major backdown

Coke branding was forced into the open

Results A major rethink They lost the faith of their desired audience Which forced a reappraisal of their whole marketing strategy So they dumbed it down, back to the basics: Cars, Babes, Sports (esp. Football)

A major rethink

They lost the faith of their desired audience

Which forced a reappraisal of their whole marketing strategy

So they dumbed it down, back to the basics:

Cars, Babes, Sports (esp. Football)

What went wrong? They weren’t true to the brand. They weren’t true to their audience. They weren’t true, period.

They weren’t true to the brand.

They weren’t true to their audience.

They weren’t true, period.

Diet Coke: Mental about Mentos Mentos: “ We love what you're doing, how can we help?” Diet Coke: "We would hope people want to drink [Diet Coke] more than try experiments with it. The craziness with Mentos …doesn't fit with the brand personality of Diet Coke.” Source: Wall Street Journal

Mentos:

“ We love what you're doing, how can we help?”

Diet Coke:

"We would hope people want to drink [Diet Coke] more than try experiments with it. The craziness with Mentos …doesn't fit with the brand personality of Diet Coke.”

Source: Wall Street Journal

What can we learn from Coca-Cola? Don’t just push a sales message - this is the age of conversation. Create social currency for your audiences to share and champion – user generated content is key. Coca Cola’s newly redesigned website is not an online corporate brochure, but a conversation platform for users to share ideas Innovative marketing is not just about putting the brand online, but about using online tools to engage with consumers and allow people to engage with each other The new models of C2B and C2C Don’t be afraid of opening up your organization to potential scrutiny Consumers will respect you if you can be involved in the brand story. The brand idea / a strong brand POV is critical to unify all activities Coca Cola doesn’t so much do 360 than one-on-one efforts that each bring to life the “happiness” story in the most relevant way for that touchpoint. Laddering to a brand attitude / spirit is essential to connect with the new digital generation The age of product superiority (eg best soda) is long gone

Don’t just push a sales message - this is the age of conversation.

Create social currency for your audiences to share and champion – user generated content is key.

Coca Cola’s newly redesigned website is not an online corporate brochure, but a conversation platform for users to share ideas

Innovative marketing is not just about putting the brand online, but about using online tools to engage with consumers and allow people to engage with each other

The new models of C2B and C2C

Don’t be afraid of opening up your organization to potential scrutiny

Consumers will respect you if you can be involved in the brand story.

The brand idea / a strong brand POV is critical to unify all activities

Coca Cola doesn’t so much do 360 than one-on-one efforts that each bring to life the “happiness” story in the most relevant way for that touchpoint.

Laddering to a brand attitude / spirit is essential to connect with the new digital generation

The age of product superiority (eg best soda) is long gone

Questions to ask Where can customers find me? How can I engage them without preaching? How can I connect them with each other? If they have a question, am I ready with an answer? How portable is my content? How functional are my apps? If I’m everywhere, who’s coordinating, maintaining and integrating it all? © 2008 Bates141

Where can customers find me?

How can I engage them without preaching?

How can I connect them with each other?

If they have a question, am I ready with an answer?

How portable is my content?

How functional are my apps?

If I’m everywhere, who’s coordinating, maintaining and integrating it all?

A sneak peak: Identity Web 3.0 Where’s it going? Who’s driving? © 2008 Bates141

Marketing 3.0? © 2008 Bates141 ?

Web 3.0? “ Read/Write/Execute” = The Customer Customizes © 2008 Bates141

“ Read/Write/Execute”

= The Customer Customizes

Advertising 3.0? Personal Targeting = I am my media © 2008 Bates141

Personal Targeting

= I am my media

Shopping 3.0? Preferential Personal Purchasing Power = meCommerce © 2008 Bates141

Preferential Personal Purchasing Power

= meCommerce

the Social Grid 3.0? zero degrees of separation = I’m the centre of my universe © 2008 Bates141

zero degrees of separation

= I’m the centre of my universe

Mobile 3.0? The whole world in my hands = My Device is Me © 2008 Bates141

The whole world in my hands

= My Device is Me

The Drivers: Leading the Pack © 2008 Bates141

How to Get Ahead Open Invite Listen Ask Respond Share Question the Macro Observe the Micro © 2008 Bates141

Open

Invite

Listen

Ask

Respond

Share

Question the Macro

Observe the Micro

PULL PUSH