DLYohn Top Tweets from BRITE Conference 03.11

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 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 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 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 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 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 @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 @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 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 @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 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 @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 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 @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 @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 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 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 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 @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 @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 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 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 @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 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 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 "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 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 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 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 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 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 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 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 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 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 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 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

38top tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn

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

DLYohn Top Tweets from BRITE Conference 03.11

by Denise Lee Yohn, Inc. on Mar 15, 2011

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DLYohn Top Tweets from BRITE Conference 03.11 — Presentation Transcript

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