DLYohn Top Tweets from BRITE Conference 03.11

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top tweets from BRITE conference on how technology and innovation are transforming the ways companies build and sustain great brands

top tweets from BRITE conference on how technology and innovation are transforming the ways companies build and sustain great brands

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  • 1. 1 BRITE Conference 2011 presented by Columbia Business School Center on Global Brand Leadership On March 1-2, 2011, business leaders and students gathered to discuss how technology and innovation are transforming the ways that companies build and sustain great brands. Twitter was a flutter – here are the top tweetstop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 2. 2 PPL say they want more choice but what they really want a better choosing experience - @Sheena_Iyengar -- Sheena Iyengar, S.T. Lee Professor of Business, Columbia Business School via @bretsanfordtop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 3. 3 cbs prof on art of choosing: we are better off with more choices when we are experts in choice domain (Sheena Iyengar, S.T. Lee Professor of Business, Columbia Business School) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 4. 4 cbs prof @sheena_iyengar on why marketer choice addiction: all the incentives are not to cut (esp investor perception) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 5. 5 trim # of products u sell w increase sales If staff cant tell diff, neither w cust - @sheena_iyengar -- Sheena Iyengar, S.T. Lee Professor of Business, Columbia Business School via @polinchocktop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 6. 6 Ceo of gn rsch: brands are not created by ads, they are created primarily by what we do (Paolo Righetti, CEO, gn Italy, GN Research) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 7. 7 @msteib google video director: social is an activity, not 3 websites like facebook (theyre destinations for social connections) (Mike Steib, Director of Video Ads, Google) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 8. 8 @senatorbolton + @jasonclement : find ways to scale one to one conversation (its not about getting army of interns) (Josh Millrod, Digital Strategist, and Jason Clement, Director of Emerging Platforms, Weiden+Kennedy) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 9. 9 Social is the antithesis of traditional advertising - @jasonclement – Jason Clement, Director of Emerging Platforms, Wieden+Kennedy via @BradJoblingtop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 10. 10 @senatorbolton + @jasonclement from weiden- kennedy: you cant socialize with a million people (thats broadcasting) (Josh Millrod, Digital Strategist, and Jason Clement, Director of Emerging Platforms, Weiden+Kennedy) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 11. 11 Old model of advrtisig 20% of budget 4 content, 80% distribn. Now 80 n 20 - @jasonclement – Jason Clement, Director of Emerging Platforms, Wieden+Kennedy via @BradJoblingtop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 12. 12 @rd910 dominos CMO: only when you dont have a great story, do you need" spin-ovations" (Russell Weiner, CMO, Domino’s Pizza) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 13. 13 Frank eliason citibank CMO on social as service: people dont want to interact with logos- service is all about people (@FrankEliason -- Frank Eliason, SVP Social Media, Citi) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 14. 14 @lukegwilliams of frog design: when consumer behavior changes, new brand thinking must go along (Luke Williams, Fellow, frog design) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 15. 15 @lukegwilliams of frog design: obsessive focus on technology is myopic- revolution is about changing behavior (Luke Williams, Fellow, frog design) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 16. 16 Reversals + denials (of a brands attributes) lead to breakthroughs - @lukegwilliams - Luke Williams, Fellow, frog design via @laurencsaultop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 17. 17 Tim maleeny of Ogilvy: goal shouldnt be 360 degree marketing- find 10-20 degrees that give most leverage (Tim Maleeny, Head of Planning, Ogilvy North America) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 18. 18 Tim maleeny of Ogilvy on the big ideal (vs idea)- changing from what do you want to say to how do you want organization to behave (Tim Maleeny, Head of Planning, Ogilvy North America) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 19. 19 @steverubel on adv vs pr- adv is like bottom of satellite rocket (big thrusters); once in orbit need command ctr& perspective from pr (Steve Rubel, SVP, Director of Insights, Edelman Digital) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 20. 20 @Steverubel social media shouldnt be 100% of 1 persons job; should be 1% of 100 peoples (Steve Rubel, SVP, Director of Insights, Edelman Digital) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 21. 21 cos earn greater trust when nurture credible expert voices -@steverubel -- Steve Rubel, SVP, Director of Insights, Edelman Digital -via @mrobbinsnyctop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 22. 22 broadcast model has lead up 2 try 2 socialize w Ms of ppl @ 1x, but thn were just broadcasting via @polinchocktop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 23. 23 @steverubel on meaningless # of fb likes (vs attention)- is like bag of chips, looks full but when open is really empty (Steve Rubel, SVP, Director of Insights, Edelman Digital) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 24. 24 Ppl w consume content in ways u cnt contrl. Plan content 4 mult digi exper n platforms via @juliehallbostontop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 25. 25 We spend money gettg ppls attentn @start, but thn so ltl money 2 maintain relationship @polinchocktop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 26. 26 "The Mother of Cause Marketing“ says capitalism on its deathbed needs a human face (@carolcone – Carol Cone, Managing Director, Edelman Purpose) via @danielle_L2top tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 27. 27 44% of consumers switch brands when realize co irresponsible - Hudson Institute via @StuffedNationtop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 28. 28 use your employees to brand your company www.iamfedex.com - @rlhorne – Renee Horne, Director, Digital & Social Media @ FedEx Corporation via @bsobel226top tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 29. 29 QR codes and UPC codes a missed opportunity for serving consumer a message via @fi_shespeaks:top tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 30. 30 Corebrand managing dir: short term high brand value is not necessarily desirable-must be in relationshp w/ long term co prospects (Tim Robinson, Managing Director, CoreBrand) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 31. 31 When you think human 1.0 you evaluate in the social context as well as the marketing context - @fgossieaux -- Francois Gossieaux, author of The Hyper-Social Organization (www.human1.com) via @isildursbanetop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 32. 32 You need to focus on tribes now, not market segments @isildursbanetop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 33. 33 You cant develop relationships via a rule book, you need to develop values. E..g @JetBlue @isildursbanetop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 34. 34 If you have mistrust as your currency with your employees, you will end up failing as a brand. @isildursbanetop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 35. 35 by making everyone risk intelligent, ur nt only asking them 2protect ur brand but also themselves. @isildursbanetop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 36. 36 u need 2B willing 2invest ur cos social capital in order 2have cons/users invest theirs. Its a 2- way street! @isildursbanetop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 37. 37 Visa CMO: sharing is new giving- participation is new consumption- recommendation is new adv (Antonio Lucia, Global Chief Marketing Officer, Visa Inc.) via @deniseleeyohntop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 38. 38top tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  • 39. 39 headlines from other cool conferences: • Planning-ness conference • Forrester’s Customer Experience Forum • leadership lessons from World Business Forum & The Retailing Summit contact the curator: http://deniseleeyohn.comtop tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn