Conclusion

Before
Top-down internet, one way channel, no interaction
Brand Values Personal experience Creates and drives Supports & reinforces Distribution & promotion Main media Secondary media Below the line “ Didactic” Ever since marketers acknowledged that there’s too much advertising, and too many media channels, they’ve been looking for alternative ways to get consumers to buy into their brand and buy their products. Most of the solutions being explored try to re-engage and interact with consumers in an old-style, ‘top-down’ approach, whereby Above-The-Line (ATL) mainstream media activities focusing on the brand are driving the communication.

Today
Bottom-up, users publishing their ideas, blogs, wikis, podcasts using new technologies, allowing content publication, sharing, filtering, ...
Brand Values Personal experience Supports & reinforces Extends & expands Creates & drives Essential truths Continuing dialogue On the ground reality “ Authentic” The 21st century, ‘bottom-up’ word-of-mouth marketing approach focuses on personal experience of the brand and is driven by consumers.

Threats? Should you be afraid of bloggers? Should you engage a conversation with them?

Is it war? Karate?

No it’s more like Judo…

… or even better: Tango!

Social Media = Opportunities! Should you be afraid of bloggers? Should you engage a conversation with them?  If you care about PR, you should care about social media NO, they are human beings just like you, but they can speak very, very loud YES, don’t underestimate the power of blogosphere

Marketing - The Old Way Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. L.Burnett

Traditional Brand Communication: Levi’s - Free To Move Remember Levi’s “Free To Move” ?

The New Way Make it relevant Make it participative Make it multi-channel Make it creative Make it interactive Make it viral  Make it an engaging multi touch-point brand experience Emakina

Make it relevant

Dove: “evolution”
Brand objectives
Make women feel more beautiful, everyday
Inspire them to take care of themselves in a natural sense
Attach “natural beauty” proposition to brand promise
Key Facts:
More than 6 million views on Youtube
Over 2000 comments added
Favorited almost 20.000 times
Lots of people make parodies
Product: Dove
Watch
Src: http://www.youtube.com/watch?v=iYhCn0jf46U

Make it participative

Unilever: “Life & Cooking”
Key Facts:
"Life & Cooking" is a key platform for Unilever to generate more brand awareness, more traffic in POS and, ultimately, more sales.
150.000 subscribers to the weekly newsletter
160.000 unique visitors each month
Average of 6,2 pages viewed / unique visitor

Make it multichannel

VW Escape TV
Monthly magazine with events, interviews, reportages…
=CONTENT
Visitors can choose HOW to watch and follow-up the episodes:
vwescape.tv
RSS subscription
PSP
Ipod
GSM
http://www.vwescape.tv/

Make it creative

Daihatsu > J’ai la plus grande
Key Facts:
Unique visitors: 63.096
Subscriptions: 28.662
Send-to-friend mails: 9.345
Friends enrolled: 2.127 (23%)
Opt-In PIXmania: 7.398
Opt-In Virgin: 6.784
Ratio visitors/subscriptions: 45,5%
% Male: 51%
% Female: 49%
Src: http://www.jai-la-plus-grande.fr/

Make it interactive

Proximus Moblog
Massive use of Web 2.0 technologies
RSS feed to get automatic updates on any moblog
Leave a comment on each picture
Export a picture to your own by a simple copy/paste of HTML snippet
Tag your pictures with keywords
Spread your pictures through web 2.0 platforms
(del.icio.us, Digg…)

Make it viral

ING I-NeedToGo.com
www.i-needtogo.com
IAC Award 2008 – Best Bank Rich Media Campaign
ING’s Lion Account is a free Internet bank account
The campaign spread the message that several things in life just should be free!
Such as the toilet
Such as your bank account
Excellent Media coverage in press, blogs, online magazines
Ex: Contagious magazine http://www.contagiousmagazine.com/News%20Article.aspx?REF=646&IsArchive=false
Src: http://www.i-needtogo.com/

Widget Blogosphere Integration Provide the tools (= widget) to the blog-community and make it easy + interesting to let THEM spread YOUR message New ING campaign started in Belgium on Monday... And reached Spanish blogosphere 1 day later Src: http://www.i-needtogo.com/

Our Value Proposal

Remember? Your brand

Our Mission Emakina wants to be your brand guardian & cultivator in this complex social network. Your brand Emakina Your audience Ideas Stories, Opinions, Experiences, Conversations

What we can do
Actions :
Digitize, upload and tag videos in YouTube, GoogleVideo, etc.
Upload, tg, photos and campaing visuals (flickr, photobucket, etc.)
Bookmarks and tags, create groups in (del.icio.us, furl, sprul, etc.)
Create user, groups and animate brands in social networking (myspace, friendster, etc.)
Create blogs with all the content, moderate comments (blogger, etc.)
Propagate content and tags in specialized search engine (technorati,, etc.)
Update or create content in wikis (wikipedia, etc.)
Promote websites, blogs, url in social bookmarking (digg, scoopeo, etc.)
Analyse traffic (see Emakina web analytics offering)
Develop widgets, create content, launch interactive marketing campaign, etc.
Your brand Emakina Your audience

Use social media to your advantage
Monitor what’s happening around your brand
Integrate these conversation networks
Help these consumers to connect with each other: this is as much important as the message itself
Provide them with tools to spread your message
Develop/Create traffic to current brand web assets
Report relevant trends, statistics, opportunities

Marketing Strategies Mechanics Recruit email addresses Objectives Increase sales volume Customer loyalty Brand awareness Traffic Building Lead generation Mini-sites Social marketing E-Mailings Bannering Search Engine Marketing Viral Marketing Games and Promotions Loyalty programs                                 Niche marketing    1-to-1 Marketing         Emakina recommendations

Let’s do a mental exercise

Porsche did get
Summer 2007 Greenpeace launches an “UglyPig” campaign at Porsche

What do you think that Porsche did? How would YOU have reacted?

Porsche did get it

The results?

A nice promotion campaign for the Cayenne Hybrid

Lunch Look for the Emakina people and challenge them to find a solution to your brand challenges using the Attentio tool Mr Nice Guy

Before leaving A little attention awaits you Mr Rabbit

Conclusion

by Emakina on Mar 28, 2008

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Conclusion — Presentation Transcript