How brands must change to perform in a digitalised world

1. How should your brand act in a
digitalised world?
Björn Alberts
http://bjornalberts.com
http://twitter.com/bjornalberts
http://linkedin.com/in/bjornalberts
bjornalberts.com

2. er
n sw
a
e
pl
s im By making a difference
he
T By owning relevant keywords
By being active in the ongoing dialogue
bjornalberts.com

3. 300 000 000 users make Facebook the
4th biggest ”country” in the world
– only Indien, Kina & USA are ahead
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4. The fastest growing segment on
Facebook is 55 - 65 year-old females
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5. More than 1.5 million pieces of content
are shared on Facebook – daily
Photos, news, links...
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6. There are 200 000 000 blogs in the world
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7. 54% of bloggers tweet or blog every day
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8. 34% of them posts opinions about
brands & products
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9. On YouTube 20 hours of video are shared
every minute – 24/7
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10. The 2nd largest search engine in the
world is YouTube
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11. 25% of search results for the world’s
top 20 largest brands are links to
user-generated content
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12. 90% of consumers
trust peer recommendations
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13. The market we are targeting
Digital channels
Social media
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14. The market we are targeting
is Digital channels
and Social media
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15. The
Conversion
Prism
By Brian Solis & JESS3 bjornalberts.com

16. bjornalberts.com

17. 4 %
1
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18. I ?
RO
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19. 0 %
9
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20. Word of mouth
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21. 1
World of mouth
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22. 2
A world that are
looked at through
search engines
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23. Where also your
brand’s digital footprints are
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24. Brand identity in a digitalised world
Reduced importance Critical importance Increased importance
Bought channels Acting of employees Conversing individuals
Advertising Customer treatment Free channels
Product Quality Sharing
Innovation Links
Dialogue
Content
CSR* Profile Juice
How the brand likes What the brand is How other perceive
to be perceived Employer branding the brand
Design management
Profile SERP**
=
Identity Image
*Corporate Social Responsibility
**Search Engine Result Page bjornalberts.com
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25. ”Your brand is no stronger than
your reputation – and will
increasingly depend on what
comes up when you are Googled”
Allan Jenkins
Global Communications Consultant
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26. Brand communications is not
about doing and saying things
to people
Inspired by Paul Isakson bjornalberts.com

27. Brand communications is
about doing things with and
for people
Inspired by Paul Isakson bjornalberts.com

28. bjornalberts.com

29. Evoked set
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30. Need
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31. Need ≈ keyword
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32. Need ≈ keyword
The piles upon
which we create our
digital settlements
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33. Need ≈ keyword
Communication Bank
Bredband Låg ränta
Mobilt bredband Bolån
Mobilt bredband kontant Bolån ränta
Mobilabonnemang Bolåneränta
Mobilabonnemang familj Bolånekalkyl
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34. Evoked set
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35. Tele2
Keyword:
bredband
Rank: 16
One ad
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36. Tele2
Keyword:
mobilt bredband
Rank: 11
One ad
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37. SEB
Keyword:
låg ränta
Rank: 37
No ad
bjornalberts.com

38. SEB
Keyword:
bolån
Rank: 64
No ad
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39. p le
am
ex
In
th is
SEB has closed the shop
Tele2 has opened in a back street
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40. When she becomes
a consumer she will
not have any ”evoked
set” created by
commercials
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41. Start now!
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42. Google is like an onion
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43. Loads of SERPs*
Logged in
One Google in each country
Web
Reviews
Past year
Forums
Past week
Videos
Past 24 hours
Images
Recent
Maps
Shopping
News Blogs
*Search Engine Result Pages bjornalberts.com

44. bjornalberts.com

45. bjornalberts.com

46. Choose search engine
• Geography which of the search engine’s top domains to focus at?
• Keywords that are given by the target group’s need? Longtail?
• Competition at each search engine & by the commercial keywords?
• Search volume for each keyword?
• Behaviour digital behaviour within the target group?
• Type of product adaptable for reviews, video, forum, images etc?
• Talentour own capacity to rank high on choosen keywords?
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47. Many of your competitors are affiliates &
experts in ranking high in the SERPs
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48. Three choices:
1. Continue as of today
2. Pay affiliates to get traffic
3. Move budgets from traditional
communications to digital
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49. Picture from www.glasbergen.com bjornalberts.com

50. Content
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51. Differentiate
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52. Searchable
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53. Shareable
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54. Linkable
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55. Distributed
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56. Back-linked
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57. Check-list for creativity
Content
Differentiate
Searchable
Shareable
Linkable
Distributed
Back-linked
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58. And what about the
profile juice?
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59. To begin with
– listen in real-time
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60. bjornalberts.com

61. bjornalberts.com

62. www.netvibes.com/bjornalberts#Tele2
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63. Summary
Employer branding
Move budgets
Decide about search engines
Strategy for handling competitors
Ranking concept
Large amounts of elevant content
Always think ”links”
Listen
Take part
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64. reveals the true identity of your brand
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65. ”It’s not the
strongest of
the species that
survive, nor the
most intelligent,
but the ones most
responsive
to change”
Charles Darwin
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66. Google:
”björn alberts”
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