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Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
Gurval Caer Blast Radius
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Gurval Caer Blast Radius

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  • 1. Building a Billion Person Brand Gurval Caer, Blast Radius, CEO
  • 2. (continues)
  • 3. What can we learn from American Idol?
    • Anyone can get involved- democratic ‘open’ platform for participation
    • Fulfills the spectrum of participation from ‘creator’ through to ‘spectator’, appropriate ways for me to be significantly involved (contestant) to voting to just watching
    • Human storytelling- celebrates our inner dreams and ability to shape our future
    • Socially engrained- a critical mass of users fuels discussion, debate and fun
    • Altruistic, a feel good factor– I’m helping someone achieve their dream
    • Entertainment – all the elements of a good soap opera: humor, drama, suspense, tragedy
    • Experts- provide the ‘fire’ additional source of debate, credibility and entertainment
    • Instant gratification- end of the show there is always a result, my contribution (vote) has been recognized
    • 1 winner/judgment day- a call to arms, the finale, an end goal that keeps me enthralled to the very end
  • 4.  
  • 5.  
  • 6. Keys to the Shift…
    • 1. Interruptive marketing tactics hitting the digital wall
      • Consumers listen to one another not to one-way corporate communications
      • Consumers don’t want more interruptions
    US Survey…68% say “a person like me” is the most credible source of information. Compared with just 20% in 2003. Marketing Week
  • 7. Keys to the Shift…
    • 2. Customers not looking to market for you
      • Savvy about detecting “astroturfing” – companies that seek to create the impression of being spontaneous and genuine
  • 8. Keys to the Shift…
    • 3. Products are better yet more and more the same
      • Internet has put products on equal footing
      • Ads not as effective for creating a sense of difference
      • Consumers unable to appreciate “negligible” differences (ex. TVs and household goods)
  • 9. How do we build A Billion People Brand?
  • 10. Social platform + Social media + Social data What is social networking?
  • 11. Another view Media Platform Data Shared Cause
  • 12. collectable buyer/seller Seller rating article citizen editors edits, citations, inbound links eBay Examples Collectable Buyer/Seller Seller rating Great deals
  • 13. blog casual community “ Friends” profile professional community “ Connections” Dove Examples Testimonials Self Esteem Fund Friends Real Beauty
  • 14. blog casual community “ Friends” profile professional community “ Connections” Nike Jordan Examples Training Program Breakfast Club Peer reviews Greatness
  • 15. Enable Shared Passion
    • At the core of a modern brand is not a promise, or a story, but a shared passion , a shared cause – the fuel for sustainable customer engagement.
    • Together brands and consumers create content ( the media ), tools and services ( the platform ) that serve the shared cause.
    • Brands become the connective tissue between people with like-minded interests – a source of inspiration and empowerment.
  • 16. Explore how customers participate
    • What needs does your social initiative fulfill?
      • to validate
      • to educate
      • to engage
      • to disrupt and create change
      • to connect with someone / group
      • to fill silence
      • to find support
      • to empathize
      • to grow
  • 17. Explore how customers participate
    • Understand the social media profile of your target audience
    • Recognize that there is a spectrum of users- where do yours fall and what are the corresponding tool and experiences we provide them with
    • Map out how users will participate both today and tomorrow, the joiners of today will be the creators of tomorrow
  • 18. People: -don’t want to market for you -want to share their experiences -so that they can live richer lives In Other Words…
  • 19. Maybe something here about social sharing/tools? So, How does this work again?
  • 20. So, How does this work again?
  • 21.  
  • 22. Product level: find triggers to export “social media” 1
  • 23. Product level: find triggers to export “social media” 1 Network level: enable sharing on the browser… 2 … and create platform to aggregate
  • 24. Product level: find triggers to export “social media” 1 Network level: enable sharing on the browser… 2 … and create platform to aggregate Social level: the social media evangelizes the product… 3 … and sharing it reinforces the native product experience. It’s not “viral marketing.” It’s an augmented brand experience.
  • 25. Electronic Arts (2)
    • /need for speed open brand campaign
  • 26. Gamers are helping build EA’s brand
    • Opening EA’s brand helped EA to deliver an innovative approach to a product launch coupling social networking with a core product
    • Campaign used interactive tools in a visually rich environment for the release of EA’s popular street car racing game, Need for Speed: Carbon
    • The community elements made this innovative campaign a success
  • 27.
    • Pre-launch :
    • site introduced car classes
    • enabled visitors to select a car as soon as they arrived
    • “ show” rather than “tell” approach
    • Gamers affiliated with car classes initiating a sense of loyalty and rivalry
    •  
  • 28.
    • Launch :
    • The site extends the game with community services
    • Leader boards build rivalry by integrating in-game racing results with the site
    • Top racers are showcased with links to their history, car and they’re added performance bundles
    •  
  • 29.
    • Post-launch:
    • Focused on fueling rivalry between car classes to keep gamers engaged
    • Territory map took on a new and dynamic life, becoming a visual representation of the results
    • Players saw territories being won by others, and were inspired to keep playing  
  • 30.
    • Results & ROI:
    • This campaign proved that EA’s decision to shift focus away from multi-million dollar ad campaigns in favor of online campaigns paid off. The cost-effectiveness of this strategy outweighed a traditional campaign.
    •  
    • For a cost of hundreds of thousands the site delivered an estimated value of $6M+ during the peak launch period
    •  
    • This ROI was calculated based on the dollar value of the ‘impressions’ the campaign generated plus the value of online sales.
    •  
    • The average visitor spent 7.93 minutes viewing the site.  
  • 31. Thank you!

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