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).

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

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Transcript

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