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.
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
Make women feel more beautiful, everyday
Inspire them to take care of themselves in a natural sense
Attach “natural beauty” proposition to brand promise
More than 6 million views on Youtube
Over 2000 comments added
Favorited almost 20.000 times
Lots of people make parodies
Make it participative
Unilever: “Life & Cooking”
"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…
Visitors can choose HOW to watch and follow-up the episodes:
Make it creative
Daihatsu > J’ai la plus grande
Unique visitors: 63.096
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%
Make it interactive
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
Make it viral
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
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
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