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BUILDING	
  BRANDS	
  
THROUGH	
  SOCIAL	
  
CURRENCY.	
  	
  
COMMERCIAL	
  
BREAK	
  
ADVERTISING	
  
SHOULD	
  BE	
  	
  
ABOUT	
  	
  
ENABLING	
  	
  
STORIES	
  	
  
TO	
  BE	
  TOLD.	
  
TODAY,	
  	
  
70%	
  OF	
  WHAT	
  IS	
  SAID	
  
ABOUT	
  A	
  BRAND,	
  
	
  IS	
  NOT	
  CONTROLLED	
  
BY	
  THAT	
  ...
CONTROL	
   NO	
  CONTROL	
  
STORYTELLING	
   GIVING	
  A	
  STORY	
  	
  
TO	
  TELL	
  
CONTROL	
   NO	
  CONTROL	
  
MAINLY	
  	
  
ONE-­‐WAY	
  	
  
COMMUNICATION	
  
MAINLY	
  
INFLUENCING,	
  
DIRECTING	
  ...
CONTROL	
   NO	
  CONTROL	
  
TRUST	
   ENGAGE	
  
BRAND	
  EQUITY	
   SOCIAL	
  CURRENCY	
  
CONTROL	
   NO	
  CONTROL	
  
TRUST	
   ENGAGE	
  
BRAND	
  EQUITY	
   SOCIAL	
  CURRENCY	
  
THE	
  IDEAL	
  DATE	
  
CONTROL	
   NO	
  CONTROL	
  
IDEAL	
  SCENARIO	
  
BRAND	
  EQUITY	
  
FIRST	
  DEVELOP	
  
SOCIAL	
  CURRENCY,	
  
THEN	...
IT’S	
  NOT	
  	
  
JUST	
  ABOUT	
  
STORYTELLING.	
  	
  
IT’S	
  ABOUT	
  	
  
GIVING	
  PEOPLE	
  	
  
A	
  STORY	
  T...
How	
  trustworthy	
  do	
  you	
  find	
  the	
  informa3on	
  that	
  is	
  posted	
  on	
  social	
  
networks	
  by	
  ...
MANAGE	
  THE	
  
CONVERSATION	
  
PROVOKE	
  THE	
  
CONVERSATION	
  
PROVOKE	
  A	
  	
  
CONVERSATION=	
  
PROVOKE	
  A	
  	
  
CONVERSATION=	
  
WORTH	
  	
  
REMEMBERING.	
  
CREATE	
  A	
  
SOCIAL	
  OBJECT.	
  	
  
CREATE	
  A	
  
SOCIAL	
  OBJECT.	
  	
  
SAY	
  WHAT?	
  
SOCIAL	
  CURRENCY	
  
IT	
  TAKES	
  BRAVERY	
  	
  
TO	
  PROVOKE	
  A	
  
CONVERSATION	
  	
  
1	
  PROVOCATIVE	
  	
  
	
  	
  INSIGHTS.	
  
1	
  PROVOCATIVE	
  	
  
	
  	
  INSIGHTS.	
  
2	
  SURPRISE	
  &	
  ENTERTAIN.	
  
	
  
1	
  PROVOCATIVE	
  	
  
	
  	
  INSIGHTS.	
  
2	
  SURPRISE	
  &	
  ENTERTAIN.	
  
3	
  MAKE	
  IT	
  IRREVERENT.	
  
	
 ...
1	
  PROVOCATIVE	
  	
  
	
  	
  INSIGHTS.	
  
2	
  SURPRISE	
  &	
  ENTERTAIN.	
  
3	
  MAKE	
  IT	
  IRREVERENT.	
  
4	
...
1	
  PROVOCATIVE	
  	
  
	
  	
  INSIGHTS.	
  
2	
  SURPRISE	
  &	
  ENTERTAIN.	
  
3	
  MAKE	
  IT	
  IRREVERENT.	
  
4	
...
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
Building brands through social currency // Dani Komunikacija
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Building brands through social currency // Dani Komunikacija

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Building brands through social currency. Presentation at the 2014 Dani Komunikacija in Rovinj (Croatia).

Published in: Marketing, Business, Technology

Transcript of "Building brands through social currency // Dani Komunikacija"

  1. 1. BUILDING  BRANDS   THROUGH  SOCIAL   CURRENCY.    
  2. 2. COMMERCIAL   BREAK  
  3. 3. ADVERTISING   SHOULD  BE     ABOUT     ENABLING     STORIES     TO  BE  TOLD.  
  4. 4. “IN  THE  PAST,     80%  OF  WHAT  WAS   TOLD  ABOUT  A   BRAND,    WAS  CONTROLLED   BY  THAT  BRAND…  
  5. 5. TODAY,     70%  OF  WHAT  IS  SAID   ABOUT  A  BRAND,    IS  NOT  CONTROLLED   BY  THAT  BRAND.”     MCKINSEY  
  6. 6. CONTROL   NO  CONTROL   STORYTELLING   GIVING  A  STORY     TO  TELL  
  7. 7. CONTROL   NO  CONTROL   MAINLY     ONE-­‐WAY     COMMUNICATION   MAINLY   INFLUENCING,   DIRECTING  AND/OR   STARTING   CONVERSATION  
  8. 8. CONTROL   NO  CONTROL   TRUST   ENGAGE   BRAND  EQUITY   SOCIAL  CURRENCY  
  9. 9. CONTROL   NO  CONTROL   TRUST   ENGAGE   BRAND  EQUITY   SOCIAL  CURRENCY   THE  IDEAL  DATE  
  10. 10. CONTROL   NO  CONTROL   IDEAL  SCENARIO   BRAND  EQUITY   FIRST  DEVELOP   SOCIAL  CURRENCY,   THEN  USE  THAT  TO   BUILD  BRAND   EQUITY.  
  11. 11. IT’S  NOT     JUST  ABOUT   STORYTELLING.     IT’S  ABOUT     GIVING  PEOPLE     A  STORY  TO  TELL.  
  12. 12. How  trustworthy  do  you  find  the  informa3on  that  is  posted  on  social   networks  by  each  of  the  following  sources?  (Insites,  2012)  
  13. 13. MANAGE  THE   CONVERSATION   PROVOKE  THE   CONVERSATION  
  14. 14. PROVOKE  A     CONVERSATION=  
  15. 15. PROVOKE  A     CONVERSATION=   WORTH     REMEMBERING.  
  16. 16. CREATE  A   SOCIAL  OBJECT.    
  17. 17. CREATE  A   SOCIAL  OBJECT.     SAY  WHAT?  
  18. 18. SOCIAL  CURRENCY  
  19. 19. IT  TAKES  BRAVERY     TO  PROVOKE  A   CONVERSATION    
  20. 20. 1  PROVOCATIVE        INSIGHTS.  
  21. 21. 1  PROVOCATIVE        INSIGHTS.   2  SURPRISE  &  ENTERTAIN.    
  22. 22. 1  PROVOCATIVE        INSIGHTS.   2  SURPRISE  &  ENTERTAIN.   3  MAKE  IT  IRREVERENT.      
  23. 23. 1  PROVOCATIVE        INSIGHTS.   2  SURPRISE  &  ENTERTAIN.   3  MAKE  IT  IRREVERENT.   4  MAKE  IT  EXTRAORDINARY.      
  24. 24. 1  PROVOCATIVE        INSIGHTS.   2  SURPRISE  &  ENTERTAIN.   3  MAKE  IT  IRREVERENT.   4  MAKE  IT  EXTRAORDINARY.   5  LET  GO!    
  25. 25. WE’RE  NOT     INTO  SCIENCE.   WE’RE  INTO     EDUCATED     GUESSES.     STAY  AGILE.  

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