21st century brand management: how to increase relevance to social network-enabled customers

Making Disruption Profitable™ Web 2.0 and Social Networks: Managing Brand Opportunity and Risk

Disruption Means Opportunity and Risk Copyrighted material 25 years of advising leaders on disruptive technology tells me Web 2.0 will be the most challenging yet. Social networks transform how we form and manage relationships.. and how we make buying decisions. 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 1

Brands’ Responses to Empowerment Will Drive Copyrighted Value material Opportunity Opportunity Risk Risk ••Passion & Passion & • Destructive user- • Destructive user- engagement engagement generated content generated content ••Product Product Brands • Customers are • Customers are development development everywhere everywhere partners partners • Major media • Major media ••Defenders Defenders collaboration collaboration Don’t be a brand customers love to hate 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 2

Brand Risk Copyrighted material Fried Chicken Head Found in McDonald’s Wings, Forever on YouTube More More click click here here 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 3

Brand Opportunity Copyrighted material “A company this size.. is about millions of people coming up with ideas” - Michael Dell More More click click here here 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 4

Brand Risk Copyrighted material Fortune 500 Firms Well Represented on Baby Product Carcinogen List More More click click here here 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 5

Brand Opportunity Copyrighted material Allowing Customers and Employees to Create Products, Drive Experience More More click click here here 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 6

Brand Risk Copyrighted material Employee Video Erodes Billion Dollar Domino’s Brand - Worldwide More More click click here here 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 7

Brand Opportunity Copyrighted material MyStarbucksIdea Generates 700,000 Ideas, 25 Products in One Year More More click click here here 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 8

Brand Risk Copyrighted material Rat Hoard Overruns Manhattan KFC, Immortalized on YouTube More More click click here here 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 9

Brand Opportunity Copyrighted material Facebook’s Radical Approach - Tapping Users to Do All the Hard Work More More click click here here 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 10

Brand Risk Copyrighted material “Thank you for playing, ‘Botulism’.. we have some lovely parting gifts for you!” More More click click here here 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 11

Brand Risk Copyrighted material Pharmacists: “Customers Bitches, Wish They Would Just Die” More More click click here here 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 12

Two Sides of Web 2.0 Copyrighted material Opportunity • Closer customer engagement, • Authentic passion for Risk brand • Brand embarrassment • Faster product development • Brand erosion • Greater profits • Customer indifference • Unwanted exposure • Negative activism • Lower profits 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 13

Key Questions for Brand Viability Copyrighted material How should brands relate to this vast customer-driven ecosystem? How can brands make ‘losing control’ an advantage? How can management minimize missteps while testing the waters? 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 14

Christopher S. Rollyson and Associates Copyrighted material • Deep roots in management consulting and marketing • Experts in disruptive innovation and transformation • Tools: Social Network Roadmap, Executive’s Guide to Web 2.0 • Strategy and execution for game-changers: Java, e-business, SOA, Web 2.0, social networks • Thought leaders: 3 blogs ranked in top 10 of their categories 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 15

Solutions: Web 2.0 Brand Management Copyrighted material Customer Social Network Brand Management Team • Stewards of experience • Stewards of business • Value-add drivers • Productize value • Continuous interaction • Continuous innovation • Advocate & defend • Promote & protect Brand Ownership 21 Brand: not only what you say it is… what they say it is 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 16

Solutions: Web 2.0 Product Development/Innovation Copyrighted material • Transparent conversation C CC CC C C C C • Many-to-many, real-time, always-on C C C C M C C • Customer experience focus • Facilitated by Marketer M M Engagement + Ideas + Action = Profit 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 17

Solutions: Web 2.0 Disaster Recovery Copyrighted material • Understand risks • Proactively build capability Consumer empowerment • Trust customer advocates to defend their brand • Poise builds brand Emerge from disasters with more credibility 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 18

Solutions: 3-Step Web 2.0 Pilot Program Copyrighted material Phase 1: Web 2.0 Phase 2: Web 2.0 Phase 3: Web 2.0 Ecosystem Audit Readiness Implementation Perceive the Web 2.0 Understand your Learn quickly while ecosystem around readiness to engage reducing risk with our your brand the ecosystem fast-cycle pilot portfolio methodology Our approach makes adopting Web 2.0 manageable 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 19

Solutions: Social Network Life Cycle Model Copyrighted material Know what to expect and how to lead 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 20

Key Answers for Brand Viability Copyrighted material • Consumers are out… Prosumers are in… no going back • Products are out… experience is in • You must make your brand a true experience… by sharing ownership • Many brands will not get this… and will disappear • Applying disruption to established business is not easy… but it is manageable when you manage risk • Everyone will have to do Web 2.0… why not start today? 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 21

Action Steps for Brand Viability Copyrighted material • Learn more: how the Social Network Roadmap helps brands – http://socialnetworkroadmap.com • Deep dive into marketing transformation issues – http://globalhumancapital.org/?tag=cmo • Learn more about CSRA – http://rollyson.net/consulting/ • Start today… contact us – phone info – email info 5/26/09 Web 2.0 and Social Networks: Managing Brand Opportunity and Risk 22

21st century brand management: how to increase relevance to social network-enabled customers

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