Brand Spread - What Next August 2009

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What is brand spread and how does it move through social networks? This was the question that was answered at BCM Brisbane's What Next event at the Brisbane Powerhouse on August 27, 2009.

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  • Brand Spread - What Next August 2009

    1. 1. Brand Spread What Next August 2009 Brisbane
    2. 2. Social media - here to stay
    3. 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. 4. “ I think there is a world market for maybe five computers”. Thomas J. Watson Snr, IBM Chairman, 1943
    5. 5. <ul><li>True and authentic connection </li></ul><ul><li>New opportunities to activate brand passion and affiliation </li></ul>
    6. 6. Welcome to the revolution
    7. 8. How do I surprise my consumers to make them want to share my brand?
    8. 9. Community & brand spread
    9. 10. The ingredients and methods
    10. 11. 1.
    11. 12. “ ... DON’T SUCK.” Jimmy Wales, Wikipedia Co-Founder, Sept 2008
    12. 13. the idea! brand know what you stand for
    13. 16. Ideas
    14. 27. Spread it <ul><li>Ensure that there is clarity around your brand and your brand idea </li></ul><ul><li>The brand idea should be sustainable for the long term </li></ul><ul><li>The interactive expression of the brand must be true to that idea </li></ul><ul><li>Build the brand based on human insight - it makes sharing easier </li></ul>
    15. 28. 2.
    16. 29. <ul><li>Creatively this opens up an entirely different way of thinking </li></ul>
    17. 31. himsy
    18. 33. opical
    19. 36. ree
    20. 38. <ul><li>Create stuff worth sharing </li></ul><ul><li>Make it engaging </li></ul><ul><li>Know your community </li></ul><ul><li>Think about how sharing can facilitate growing your on-line community </li></ul>Spread it
    21. 39. 3.
    22. 40. The power of recommendation
    23. 43. Spread it <ul><li>Think of your brand’s interactive assets as a digital campfire - warm, friendly, and social </li></ul><ul><li>Fuel that fire with a planned approach to content </li></ul><ul><li>Building community is a strategy, not a tactic </li></ul>
    24. 44. 4.
    25. 45. Visible
    26. 47. Method for brand spread
    27. 48. Spread it <ul><li>When planning an interactive asset ensure that traffic is considered and budgeted for </li></ul><ul><li>Remember that online and offline activity should work together </li></ul><ul><li>Sustain traffic driving post launch </li></ul>
    28. 49. 5.
    29. 50. <ul><li>What have you got to say? </li></ul><ul><li>What value do you have to bring? </li></ul><ul><li>How can you use the community to create relationships? </li></ul>
    30. 53. 500,000 views 1,000,000 downloads
    31. 54. Spread it <ul><li>Your interactive assets are an ongoing work in progress </li></ul><ul><li>Multi-platform approach generates more eyeballs, more exposure, and more opportunity for community building </li></ul><ul><li>Interactive assets can evolve to long term business tools, platforms or products </li></ul>
    32. 56. Follow us
    33. 57. Questions?

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