Building a Billion Person Brand Gurval Caer, Blast Radius, CEO
(continues)
What can we learn from American Idol?  <ul><li>Anyone can get involved- democratic ‘open’ platform for participation </li>...
 
 
Keys to the Shift… <ul><li>1. Interruptive marketing tactics hitting the digital wall </li></ul><ul><ul><li>Consumers list...
Keys to the Shift… <ul><li>2. Customers not looking to market for you </li></ul><ul><ul><li>Savvy about detecting “astrotu...
Keys to the Shift… <ul><li>3. Products are better yet more and more the same </li></ul><ul><ul><li>Internet has put produc...
How do we build A Billion People Brand?
Social platform   + Social media + Social data What is social networking?
Another view Media Platform Data Shared Cause
collectable buyer/seller Seller rating article citizen  editors edits, citations,  inbound links eBay Examples Collectable...
blog casual  community “ Friends” profile professional community “ Connections” Dove Examples Testimonials Self Esteem Fun...
blog casual  community “ Friends” profile professional community “ Connections” Nike Jordan Examples Training  Program Bre...
Enable Shared Passion <ul><li>At the core of a modern brand is not a promise, or a story, but a  shared passion , a shared...
Explore how customers participate <ul><li>What  needs  does your social initiative fulfill? </li></ul><ul><ul><li>to valid...
Explore how customers participate <ul><li>Understand the  social media profile  of your target audience  </li></ul><ul><li...
People: -don’t want to market for you -want to share their experiences -so that they can live richer lives In Other Words…
Maybe something here  about social sharing/tools? So, How does this work again?
So, How does this work again?
 
Product level: find triggers to export “social media” 1
Product level: find triggers to export “social media” 1 Network level: enable  sharing on the browser… 2 … and create plat...
Product level: find triggers to export “social media” 1 Network level: enable  sharing on the browser… 2 … and create plat...
Electronic Arts  (2) <ul><li>/need for speed open brand campaign </li></ul>
Gamers are helping build EA’s brand <ul><li>Opening EA’s brand helped EA to deliver an innovative approach to a product la...
<ul><li>Pre-launch :  </li></ul><ul><li>site introduced car classes </li></ul><ul><li>enabled visitors to select a car as ...
<ul><li>Launch :  </li></ul><ul><li>The site extends the game with community services </li></ul><ul><li>Leader boards buil...
<ul><li>Post-launch:  </li></ul><ul><li>Focused on fueling rivalry between car classes to keep gamers engaged </li></ul><u...
<ul><li>Results & ROI:  </li></ul><ul><li>This campaign proved that EA’s decision to shift focus away from multi-million d...
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Gurval Caer Blast Radius

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Gurval Caer Blast Radius

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

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