Brandformers: Integrated Brand Marketing Strategies Based on Consumer Engagement

BrandformersIntegrated Brand Marketing Strategies Based on Consumer Engagement Jon Samsel - Marketing Forum 2010 - Richmond Events - Doral Resort, Miami FL

There is really only one metric that means anything in business: how well you're doing against your competition.
2

How well you're doing seems to be fairly straightforward:
Just look at the revenue, right?
But the brand is important too.
3

when is a wedding gown just a dress?
and not a Vera Wang?
4
4

when is a suit just a suit
and not an Armani?
5
5

when is a tractor just a tractor
and not a john deere?
6
6

what makes on invisible brand visible?
what makes an invisible brand visible?
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7

Portable
Shareable
Sociable
Brandformers Are Highly Visible
Actionable
Searchable
Measurable
8

question to brand managers: what is your click-to-findability ratio?
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9

YOUR BRAND IS A DELICATE ECOSYSTEM
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engagement grid
reciprocity & interactivity are brand amplifiers
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When people interact
they are more likely to transact.
The experience is the brand.
Interactivity is fun
Engagement is empowering
Brand recall is higher
Remarkable experiences are viral
People buy from brands they love
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CASE STUDY: INTERACTIVE ENGAGEMENT
Agency: Creative-Spark.com
Customer participation + real energy savings = loyal brand advocates
TXU brand perception changes to an environmentally aware corporation
Outstanding Achievement Award from the Interactive Media Council
13

Integrated Consumer Engagement
Customer
is at the center
Objectives
Goals
Strategies
Tactics
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Case Study: Integrated Marketing
G-Tech by Hitachi
Goal: Amplify the consumer
conversation beyond traditional
methods of advertising and events
Bloggers
G-Technology.com
Results:
Press impressions at 5,318,292
Twitter impressions at 1,693,307
Blog impressions at 2 million
Social Chatter increased by 5x
Positive interaction on all Social
Channels
Facebook fans went up 1.5x
Twitter followers went up 2.5x
YouTube unique views at 60,000
$85,181.39* website revenue on
G-Technology.com in 10 days
Agency: LoomisGroup.com
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Reengineering Often Required
[data, content, technology, platforms & approaches]
Source: New Integrated Marketing, Symmetri
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Marketers Feel Overwhelmed
Know it all.
Do it now.
Brand is sacred.
Resources tight.
Show me ROI.
Test first.
Few standards.
Confusing tools.
Customers gone wild.
Limited skill sets.
Hiring freeze.
Just launch it already.
How to measure?
What to measure?
What's an API?
Benchmark it.
Monitor and then what?
Drive more traffic.
Increase sales.
Interdepartmental silos.
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TRADITIONAL
WEBSITE CONTENT
Social +Data is
500x larger
SOCIAL + DATA
Deep Web Challenge
Brand-generated content
is dwarfed by
conversations and data feeds about your brand.
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Source: http://oedb.org/library/college-basics/invisible-web

Brands are trying hard to be part of the social conversation.
The rub is, many online communities
don't want you there.
Unless you have something
of value to offer -- and you
can do it in an honest,
straightforward and
transparent way.
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Source: Culturecasting by Gunther Sonnenfeld
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I Now Pronounce You: Monetized
JK Wedding Entrance Dance Video: Reactive Social Media Strategy
[ UGC + zero development costs + YouTube + 48 million views + zero video streaming bandwidth fees + copyright infringement + Sony monetization via click to buy text ads = bumper payday for YouTube, Sony, and Chris Brown + celebrity status for newly married couple & bridal party ]
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successful brands are about people
[memorable customer stories that connect emotionally]
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Source: Culturecasting by Gunther Sonnenfeld
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expectations not met get noticed
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Brandformer

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Brandformers: Integrated Brand Marketing Strategies Based on Consumer Engagement

by Heardable, Inc. on Apr 28, 2010

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Brandformers: Integrated Brand Marketing Strategies Based on Consumer Engagement — Presentation Transcript