1                     BRITE Conference 2011               presented by Columbia Business School Center on Global Brand Lea...
2         PPL say they want more choice        but what they really want a better              choosing experience        ...
3           cbs prof on art of choosing: we           are better off with more choices           when we are experts in ch...
4            cbs prof @sheena_iyengar on           why marketer choice addiction:           all the incentives are not to ...
5              trim # of products u sell w         increase sales If staff cant tell diff,                    neither w cu...
6          Ceo of gn rsch: brands are not         created by ads, they are created             primarily by what we do    ...
7           @msteib google video director:        social is an activity, not 3 websites        like facebook (theyre desti...
8                @senatorbolton +          @jasonclement : find ways to        scale one to one conversation (its        n...
9                       Social is the antithesis of                        traditional advertising                     - @...
10                 @senatorbolton +            @jasonclement from weiden-          kennedy: you cant socialize with       ...
11              Old model of advrtisig 20% of             budget 4 content, 80% distribn.                     Now 80 n 20 ...
12         @rd910 dominos CMO: only when         you dont have a great story, do             you need" spin-ovations"     ...
13             Frank eliason citibank CMO on             social as service: people dont               want to interact wit...
14               @lukegwilliams of frog design:                 when consumer behavior               changes, new brand th...
15            @lukegwilliams of frog design:           obsessive focus on technology is             myopic- revolution is ...
16          Reversals + denials (of a brands          attributes) lead to breakthroughs                       - @lukegwill...
17                Tim maleeny of Ogilvy: goal                  shouldnt be 360 degree               marketing- find 10-20 ...
18          Tim maleeny of Ogilvy on the big            ideal (vs idea)- changing from          what do you want to say to...
19         @steverubel on adv vs pr- adv is       like bottom of satellite rocket (big          thrusters); once in orbit ...
20              @Steverubel social media            shouldnt be 100% of 1 persons          job; should be 1% of 100 people...
21               cos earn greater trust when              nurture credible expert voices                      -@steverubel...
22            broadcast model has lead up 2            try 2 socialize w Ms of ppl @ 1x,            but thn were just broa...
23          @steverubel on meaningless # of         fb likes (vs attention)- is like bag of          chips, looks full but...
24           Ppl w consume content in ways u            cnt contrl. Plan content 4 mult                 digi exper n platf...
25              We spend money gettg ppls               attentn @start, but thn so ltl              money 2 maintain relat...
26          "The Mother of Cause Marketing“           says capitalism on its deathbed                needs a human face   ...
27           44% of consumers switch brands             when realize co irresponsible                                     ...
28        use your employees to brand your          company www.iamfedex.com                 - @rlhorne – Renee Horne, Dir...
29               QR codes and UPC codes a               missed opportunity for serving                   consumer a messag...
30            Corebrand managing dir: short             term high brand value is not            necessarily desirable-must...
31            When you think human 1.0 you           evaluate in the social context as            well as the marketing co...
32          You need to focus on tribes now,               not market segments                                            ...
33            You cant develop relationships              via a rule book, you need to             develop values. E..g @J...
34            If you have mistrust as your          currency with your employees,         you will end up failing as a bra...
35                 by making everyone risk           intelligent, ur nt only asking them               2protect ur brand b...
36              u need 2B willing 2invest ur cos               social capital in order 2have              cons/users inves...
37          Visa CMO: sharing is new giving-         participation is new consumption-            recommendation is new ad...
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  ...
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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

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DLYohn Top Tweets from BRITE Conference 03.11

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 38. 38top tweets from the BRITE conference (www.briteconference.com)curated by denise lee yohn
  39. 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
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