Brand Spread What Next August 2009 Brisbane

Social media - here to stay

“ Television won’t be able to hold on to any market it captures after the first six months. People will soon get tired of staring at a plywood box every night”. Darryl F. Zannuck, Head of Twentieth Century-Fox, 1946

“ I think there is a world market for maybe five computers”. Thomas J. Watson Snr, IBM Chairman, 1943

True and authentic connection New opportunities to activate brand passion and affiliation

True and authentic connection

New opportunities to activate brand passion and affiliation

Welcome to the revolution

How do I surprise my consumers to make them want to share my brand?

Community & brand spread

The ingredients and methods

1.

“ ... DON’T SUCK.” Jimmy Wales, Wikipedia Co-Founder, Sept 2008

the idea! brand know what you stand for

Ideas

Spread it Ensure that there is clarity around your brand and your brand idea The brand idea should be sustainable for the long term The interactive expression of the brand must be true to that idea Build the brand based on human insight - it makes sharing easier

Ensure that there is clarity around your brand and your brand idea

The brand idea should be sustainable for the long term

The interactive expression of the brand must be true to that idea

Build the brand based on human insight - it makes sharing easier

2.

Creatively this opens up an entirely different way of thinking

Creatively this opens up an entirely different way of thinking

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Create stuff worth sharing Make it engaging Know your community Think about how sharing can facilitate growing your on-line community Spread it

Create stuff worth sharing

Make it engaging

Know your community

Think about how sharing can facilitate growing your on-line community

3.

The power of recommendation

Spread it Think of your brand’s interactive assets as a digital campfire - warm, friendly, and social Fuel that fire with a planned approach to content Building community is a strategy, not a tactic

Think of your brand’s interactive assets as a digital campfire - warm, friendly, and social

Fuel that fire with a planned approach to content

Building community is a strategy, not a tactic

4.

Visible

Method for brand spread

Spread it When planning an interactive asset ensure that traffic is considered and budgeted for Remember that online and offline activity should work together Sustain traffic driving post launch

When planning an interactive asset ensure that traffic is considered and budgeted for

Remember that online and offline activity should work together

Sustain traffic driving post launch

5.

What have you got to say? What value do you have to bring? How can you use the community to create relationships?

What have you got to say?

What value do you have to bring?

How can you use the community to create relationships?

500,000 views 1,000,000 downloads

Spread it Your interactive assets are an ongoing work in progress Multi-platform approach generates more eyeballs, more exposure, and more opportunity for community building Interactive assets can evolve to long term business tools, platforms or products

Your interactive assets are an ongoing work in progress

Multi-platform approach generates more eyeballs, more exposure, and more opportunity for community building

Interactive assets can evolve to long term business tools, platforms or products

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Questions?