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 web surfers (and brands) need help navigating to and from the hive. No bees, no honey, no work, no money!

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Branding Is Like Beekeeping

  1. 1. Branding Is Like Beekeeping<br />March 4, 2010 - Copyright 2010 - Heardable, Inc. -<br />
  2. 2. when we are online...<br />our instincts<br />guide us in an <br />informed way<br />2<br />
  3. 3. we consult with people who we trust for guidance<br />3<br />
  4. 4. we alert others when we discover things that are meaningful and useful<br />4<br />
  5. 5. we steer clear of 'smokey' <br />corporate propaganda<br />5<br />
  6. 6. a quorum in our network can cause a swarm of action<br />6<br />
  7. 7. we exhibit behavior like bees<br />7<br />
  8. 8. the web is funny<br />8<br />
  9. 9. users are trying to find their way<br />brands are trying hard to be found<br />9<br />
  10. 10. we need a means of navigating<br />...through unfamiliar territory<br />10<br />
  11. 11. likes bees.<br />11<br />
  12. 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. 13. navigability <br />is directly proportional<br />to the shortest possible path<br />13<br />
  14. 14. most animals have highly developed homing instincts<br />that help them navigate long distances to nests and hives<br />14<br />
  15. 15. humans don't have an innate sense of direction like animals<br />we get lost easily<br />15<br />
  16. 16. we go forward with fits &starts, <br />creating maps based on<br />memories of our journey<br />16<br />
  17. 17. which forces us to develop a means of<br />navigating through unfamiliar terrain<br />17<br />
  18. 18. we solicit help from others and use guideposts as markers<br />18<br />
  19. 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. 20. they are the UBER info-gatherers <br />the foragers, scouts, communicators<br />20<br />
  21. 21. erecting familar landmarks<br />on the hyperlinked highway for many to follow<br />21<br />
  22. 22. CMO's should cultivate, nurture<br />& support brand influencers [evangelists]<br />22<br />
  23. 23. because they are worth<br />their weight in gold[en] honey<br />23<br />
  24. 24. brands [unlike bees] need to help<br />24<br />
  25. 25. for brands, we must ask: what is our click-to-findability ratio?<br />25<br />
  26. 26. We should consider content syndication to reach faraway targets<br />And publish well-localized content to exploit nearby opportunities<br />26<br />
  27. 27. we must illuminate pathways <br />search-friendly, mobile-ready, socially-engaged<br />27<br />
  28. 28. we should embrace the law of reciprocity [the giving web]<br />28<br />
  29. 29. and add breadcrumbs<br />29<br />
  30. 30. so that john q. citizen <br />can find us<br />30<br />
  31. 31. via any device, <br />at any time<br />31<br />
  32. 32. for brands to survive and prosper, they must master entirely new skills be effective<br />32<br />
  33. 33. conversations<br />rule<br />33<br />
  34. 34. digital communities are the medium<br />34<br />
  35. 35. trust is essential<br />35<br />
  36. 36. yes, beekeeking is a lot like branding<br />36<br />
  37. 37. no bees, no honey<br />no work, no money<br />37<br />
  38. 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. 39.<br />the world's first and only online brand optimization tool<br />
  40. 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. 41. What's Your Heardable Score?<br />blog<br />41<br />website<br />twitter @heardable<br />Copyright 2010 Heardable, Inc.<br />