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Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
Branding Is Like Beekeeping
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Branding Is Like Beekeeping

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An allegory on how marketing & business is akin to the laws of nature. There are similarities between beekeeping and branding, for sure, but this presentation utilizes bees more as a metaphor for how …

An allegory on how marketing & business is akin to the laws of nature. There are similarities between beekeeping and branding, for sure, but this presentation utilizes bees more as a metaphor for how web surfers (and brands) need help navigating to and from the hive. No bees, no honey, no work, no money!

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  • 1. Branding Is Like Beekeeping<br />March 4, 2010 - Copyright 2010 - Heardable, Inc. - www.heardable.com<br />
  • 2. when we are online...<br />our instincts<br />guide us in an <br />informed way<br />2<br />
  • 3. we consult with people who we trust for guidance<br />3<br />
  • 4. we alert others when we discover things that are meaningful and useful<br />4<br />
  • 5. we steer clear of 'smokey' <br />corporate propaganda<br />5<br />
  • 6. a quorum in our network can cause a swarm of action<br />6<br />
  • 7. we exhibit behavior like bees<br />7<br />
  • 8. the web is funny<br />8<br />
  • 9. users are trying to find their way<br />brands are trying hard to be found<br />9<br />
  • 10. we need a means of navigating<br />...through unfamiliar territory<br />10<br />
  • 11. likes bees.<br />11<br />
  • 12. the average worker bee flies more than 560 miles during a lifetime<br />each of the bee's senses<br />is used for navigation<br />12<br />
  • 13. navigability <br />is directly proportional<br />to the shortest possible path<br />13<br />
  • 14. most animals have highly developed homing instincts<br />that help them navigate long distances to nests and hives<br />14<br />
  • 15. humans don't have an innate sense of direction like animals<br />we get lost easily<br />15<br />
  • 16. we go forward with fits &starts, <br />creating maps based on<br />memories of our journey<br />16<br />
  • 17. which forces us to develop a means of<br />navigating through unfamiliar terrain<br />17<br />
  • 18. we solicit help from others and use guideposts as markers<br />18<br />
  • 19. [influencers/guides] are of great value to brands because they have a higher propensity to propagate product information [Gladwell, 2002], based on a combination of their being particularly influential and their having more friends <br />19<br />
  • 20. they are the UBER info-gatherers <br />the foragers, scouts, communicators<br />20<br />
  • 21. erecting familar landmarks<br />on the hyperlinked highway for many to follow<br />21<br />
  • 22. CMO's should cultivate, nurture<br />& support brand influencers [evangelists]<br />22<br />
  • 23. because they are worth<br />their weight in gold[en] honey<br />23<br />
  • 24. brands [unlike bees] need to help<br />24<br />
  • 25. for brands, we must ask: what is our click-to-findability ratio?<br />25<br />
  • 26. We should consider content syndication to reach faraway targets<br />And publish well-localized content to exploit nearby opportunities<br />26<br />
  • 27. we must illuminate pathways <br />search-friendly, mobile-ready, socially-engaged<br />27<br />
  • 28. we should embrace the law of reciprocity [the giving web]<br />28<br />
  • 29. and add breadcrumbs<br />29<br />
  • 30. so that john q. citizen <br />can find us<br />30<br />
  • 31. via any device, <br />at any time<br />31<br />
  • 32. for brands to survive and prosper, they must master entirely new skills be effective<br />32<br />
  • 33. conversations<br />rule<br />33<br />
  • 34. digital communities are the medium<br />34<br />
  • 35. trust is essential<br />35<br />
  • 36. yes, beekeeking is a lot like branding<br />36<br />
  • 37. no bees, no honey<br />no work, no money<br />37<br />
  • 38. branding is like beekeeping<br /> 1. establish colonies [promote identity to differentiate] <br /> 2. build hives [corporations, people, strategies, campaigns]<br /> 3. control parasites [press, competitors, haters]<br /> 4. extract honey [revenue, information, influence]<br /> 5. raise & protect the queen bee [ceo] <br /> 6. sell honey [products & services]<br />38<br />
  • 39. Heardable.com<br />the world's first and only online brand optimization tool<br />
  • 40. What The Pros Are Saying<br />The genius of Heardable is that it accounts for every possible dimension of a site and illustrates how it can be enhanced. <br />- Charlie Quirk, Account Executive, Overland Agency<br />Our clients love Heardable. It really helps them discover how effective they are online, what their competitors are doing, and what they can do to get better. <br />- Krim Stephenson, Practice Leader, Arlington Mill Group<br />I finally found a no-nonsense, independent measure for my company web site. Forget the advice you get from the IT department, this is the real deal. <br />- Michael Leahy, Director, Wontok Enterprises<br />
  • 41. What's Your Heardable Score?<br />blog http://heardable.com/blogroll.php<br />41<br />website heardable.com<br />twitter @heardable<br />Copyright 2010 Heardable, Inc. www.heardable.com<br />

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