• Save
Building brands through social currency // Dani Komunikacija
Upcoming SlideShare
Loading in...5
×
 

Building brands through social currency // Dani Komunikacija

on

  • 559 views

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).

Statistics

Views

Total Views
559
Views on SlideShare
457
Embed Views
102

Actions

Likes
6
Downloads
0
Comments
0

2 Embeds 102

http://gerardhoff.wordpress.com 101
https://www.linkedin.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Building brands through social currency // Dani Komunikacija Building brands through social currency // Dani Komunikacija Presentation Transcript

  • BUILDING  BRANDS   THROUGH  SOCIAL   CURRENCY.    
  • COMMERCIAL   BREAK  
  • ADVERTISING   SHOULD  BE     ABOUT     ENABLING     STORIES     TO  BE  TOLD.  
  • “IN  THE  PAST,     80%  OF  WHAT  WAS   TOLD  ABOUT  A   BRAND,    WAS  CONTROLLED   BY  THAT  BRAND…  
  • TODAY,     70%  OF  WHAT  IS  SAID   ABOUT  A  BRAND,    IS  NOT  CONTROLLED   BY  THAT  BRAND.”     MCKINSEY  
  • CONTROL   NO  CONTROL   STORYTELLING   GIVING  A  STORY     TO  TELL  
  • CONTROL   NO  CONTROL   MAINLY     ONE-­‐WAY     COMMUNICATION   MAINLY   INFLUENCING,   DIRECTING  AND/OR   STARTING   CONVERSATION  
  • 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  USE  THAT  TO   BUILD  BRAND   EQUITY.  
  • IT’S  NOT     JUST  ABOUT   STORYTELLING.     IT’S  ABOUT     GIVING  PEOPLE     A  STORY  TO  TELL.  
  • How  trustworthy  do  you  find  the  informa3on  that  is  posted  on  social   networks  by  each  of  the  following  sources?  (Insites,  2012)  
  • 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  MAKE  IT  EXTRAORDINARY.      
  • 1  PROVOCATIVE        INSIGHTS.   2  SURPRISE  &  ENTERTAIN.   3  MAKE  IT  IRREVERENT.   4  MAKE  IT  EXTRAORDINARY.   5  LET  GO!    
  • WE’RE  NOT     INTO  SCIENCE.   WE’RE  INTO     EDUCATED     GUESSES.     STAY  AGILE.