OMS 2010 - Building Connected Brands in a Connected World - Brian Haven - iCrossing

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"Building Connected Brands in a Connected World" as presented by Brian Haven, Vice President, Strategy, iCrossing at the Online Marketing Summit (OMS) in Phoenix, Arizona on Wednesday, May 20, 2010.

"Building Connected Brands in a Connected World" as presented by Brian Haven, Vice President, Strategy, iCrossing at the Online Marketing Summit (OMS) in Phoenix, Arizona on Wednesday, May 20, 2010.

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  • 1. Building Connected Brands In A Connected World by Brian Haven 20 MAY 2010 Vice President, Strategy — iCrossing Online Marketing Summit brian.haven@icrossing.com Phoenix Arizona
  • 2. All “media” is social... » Sharing » Connecting » Opining » Broadcasting » Creating Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG
  • 3. »Sharing Image Source: http://pro.corbis.com/images/42-16609046.jpg?size=572&uid=%7B89C17B5A-C988-40AB-8580-86F1885968F7%7D
  • 4. Music Sharing > Now Image Source: http://img249.imageshack.us/img249/2585/maddentrax5cj.png
  • 5. Music Sharing > Now Image Source: http://www.flickr.com/photos/21723691@N05/3037250330/
  • 6. Music Sharing > Before Image Source: http://www.flickr.com/photos/newrambler/155191254/sizes/o/
  • 7. Music Sharing > Before Image Source: http://pocketcalculatorshow.com/boombox/golden5.html Original photo courtesy of Henry Chalfant/James Prigoff.
  • 8. Music Sharing > Past Image Source: http://mail.danahall.org/%7Elibrary/archives/reunion08.html (Photo credit: William M. Rittase)
  • 9. Video Sharing > Now Image Source: http://www.youtube.com/watch?v=F9BmTmMEOhQ
  • 10. Video Sharing > Before Image Source: http://www.flickr.com/photos/wildebees/273808037/sizes/o/
  • 11. Photo Sharing > Now Image Source: http://www.flickr.com/photos/mumbleyjoe/sets/72157602630362180/
  • 12. Photo Sharing > Before Image Source: http://www.flickr.com/photos/holyhoses/5165670/sizes/o/
  • 13. Photo Sharing > Past Image Source: http://www.flickr.com/photos/larowebr/2768227/sizes/o/
  • 14. Photo Sharing > Even Earlier Image Source: http://www.flickr.com/photos/hauntedpalace/254294223/
  • 15. »Connecting Image Source: http://cache02.stormap.sapo.pt/fotostore02/fotos//2d/cd/75/1809047_s2Uzw.jpeg
  • 16. Social Networks > Now Image Source: http://www.facebook.com/profile.php?id=500043523&ref=profile
  • 17. Social Networks > Before
  • 18. Social Networks > Past Image Source: http://www.mcclatchy1956.50megs.com/images/girl_scouts.jpg
  • 19. Social Networks > Even Earlier Image Source: http://users.skynet.be/keltic/table.JPG
  • 20. Social Networks > Even Earlier Image Source: http://lh6.ggpht.com/_7v14_CPgwSc/R7zQaCHxpOI/AAAAAAAAAPc/iNZLAsPRmHk/100_0308.JPG
  • 21. »Opining Image Source: http://www.boston.com/bostonglobe/ideas/brainiac/headshot.jpg
  • 22. Ratings & Reviews > Now Image Source: http://www.petco.com
  • 23. Ratings & Reviews > Before
  • 24. Ratings & Reviews > Past Image Source: http://i279.photobucket.com/albums/kk138/Keith_McCormic/Soapbox-Still.jpg
  • 25. »Broadcasting Image Source: http://www.flickr.com/photos/69514343@N00/2550512520
  • 26. Blogging > Now Image Source: http://www.stuffwhitepeoplelike.com
  • 27. Vlogging > Now Image Source: http://ryanedit.blogspot.com/2009/03/walnuts.html
  • 28. Blogging > Before Image Source: http://www.flickr.com/photos/inju/312209977/
  • 29. Blogging > Past Image Source: http://arrlswdconv.org/programs.aspx
  • 30. »Creating Image Source: http://www.purdue.edu/UNS/rube/rube.pix97.natl.html
  • 31. Mashups > Now Image Source: http://www.housingmaps.com
  • 32. Mashups > Before Image Source: http://www.hastingsdc.govt.nz/Libraries/hc_inspireme.htm
  • 33. Mashups > Past Image Source: http://www.flickr.com/photos/7552532@N07/2399894761/in/photostream
  • 34. All “media” is social... » Sharing » Connecting » Opining » Broadcasting » Creating Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG
  • 35. Everything old is new again. Image Source: http://blog.pennlive.com/midstate_impact/2008/02/_742928901022006.jpg
  • 36. What is new? Image Source: http://obeygiant.com/images/2008/09/obama-hope-shelter1.jpg
  • 37. »Reach Image Source: http://vittlesvamp.typepad.com/photos/blog/tupperware.jpg
  • 38. Reach > Now Image Source: http://openclipart.org/people/neocreo/neocreo_Blue_World_Map.png
  • 39. »Accessibility Image Source: http://wcc.warren.k12.in.us/Images/video2.jpg
  • 40. Accessibility > Now Image Source: http://www.mailchimp.com/blog/wp-content/uploads/2009/01/blog-anatomy3.png
  • 41. »Usability Image Source: http://hasylab.desy.de/images/content/e101/e103/imageobject405/HIXSS-Experiment_Detail_Aug2005_Web_8230600_hr_ger.jpg
  • 42. Usability > Now Image Source: http://www.youtube.com
  • 43. »Transparency Image Source: http://www.flickr.com/photos/c_r_i_s/2987200539/sizes/o/
  • 44. Transparency > Now Image Source: http://www.facebook.com
  • 45. »Latency Image Source: http://www.gutenberg.org/files/20417/20417-h/images/image342b.jpg
  • 46. Latency > Now Image Source: http://www.legalmarketing.ca/archives/Picture%205-thumb.png
  • 47. What has changed? » Reach » Accessibility » Usability » Transparency » Latency Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG
  • 48. Eyeballs Awareness Consideration Preference Action Buyers Source: Forrester Research
  • 49. Traditional media channels are weakening. Complexity reigns in the middle of the funnel. People continue to force brand transparency. Your most valuable customer may not buy a lot. Source: Forrester Research
  • 50. Source: Forrester Research
  • 51. Radio Display Mobile eMail SEM SEO ads SMS ads display Other Digital blogs video Landing Website pages (mobile) Word Social of Network mouth s Point Your Digital of blogs Website out of sale home OOH TV ads Onsite Kiosks UGC Direct RSS Widgets Gadgets mail Call Gaming Print PR ads center
  • 52. What are you gonna do about it? Image Source: http://lh3.ggpht.com/_CSQrp-8fMIg/RUm5MMoZABI/AAAAAAAAAFg/8_yYDdSvJVs/IMG_3822.jpg
  • 53. Brands must reconsider how they behave... Image Source: http://www.flickr.com/photos/dcdead/4068848562/sizes/o/
  • 54. … and brands can’t just talk, they must behave like people.
  • 55. CONNECTEDNESS
  • 56. It’s a way of thinking about how successful brands will do marketing in a networked world: focusing on audiences not targets, engaging in dialogue not shouting, and developing trust that lasts. CONNECTEDNESS
  • 57. INTERFACES INTERACTION WAYFINDING DESIGN BRAND EXPERIENCE CONTENT OFFER FUNCTIONALITY LISTENING DISPLAY OUTREACH SEM COMMUNITY SEO TRANSPARENCY Visible Usable Engaged Useful Desirable CONNECTED BRAND
  • 58. What does it look like? Image Source: http://www.ristorantelacommenda.it/__P_u_b_l_i_c__/upl_img/%7B1E611ECF-8D7D-4DEA-AADB-9537B971B677%7D_cocktail2.jpg
  • 59. Goal Launch new Kardashians by bebe collection Objective Leverage social media to achieve their goals Solution Establish Facebook and Twitter community management Implement a blogger outreach program Engage with the Kardashians in social spaces
  • 60. SEARCH + SOCIAL MEDIA Increase in paid 28%⬆ search impressions from engagement with Kardashians Twitter referral traffic to bebe.com increased significantly.
  • 61. CELEBRITY ENGAGEMENT 23%⬆ 59%⬆ Increase in Increase in Facebook fans likes Twitter followers in 2 weeks in 2 weeks Kim Kardashian tweeted links routinely received 10-20K
  • 62. SALES & ROI IN- ⬆ Launch collection exceeded sales STORE expectations SALES
  • 63. It’s a way of thinking about how successful brands will do marketing in a networked world: focusing on audiences not targets, engaging in dialogue not shouting, and developing trust that lasts. CONNECTEDNESS
  • 64. Thank you. by Brian Haven Vice President, Strategy —iCrossing brian.haven@icrossing.com