Brand Spread - What Next August 2009

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    Brand Spread - What Next August 2009 - Presentation Transcript

    1. Brand Spread What Next August 2009 Brisbane
    2. Social media - here to stay
    3. “ 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
    4. “ 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
    5. Welcome to the revolution
    6.  
    7. How do I surprise my consumers to make them want to share my brand?
    8. Community & brand spread
    9. The ingredients and methods
    10. 1.
    11. “ ... DON’T SUCK.” Jimmy Wales, Wikipedia Co-Founder, Sept 2008
    12. the idea! brand know what you stand for
    13.  
    14.  
    15. Ideas
    16.  
    17.  
    18.  
    19.  
    20.  
    21.  
    22.  
    23.  
    24.  
    25.  
    26. 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
    27. 2.
      • Creatively this opens up an entirely different way of thinking
    28.  
    29. himsy
    30.  
    31. opical
    32.  
    33.  
    34. ree
    35.  
      • Create stuff worth sharing
      • Make it engaging
      • Know your community
      • Think about how sharing can facilitate growing your on-line community
      Spread it
    36. 3.
    37. The power of recommendation
    38.  
    39.  
    40. 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
    41. 4.
    42. Visible
    43.  
    44. Method for brand spread
    45. 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
    46. 5.
      • What have you got to say?
      • What value do you have to bring?
      • How can you use the community to create relationships?
    47.  
    48.  
    49. 500,000 views 1,000,000 downloads
    50. 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
    51.  
    52. Follow us
    53. Questions?
    54.  

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