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.

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

  1. 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. 2. All “media” is social... » Sharing » Connecting » Opining » Broadcasting » Creating Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG
  3. 3. »Sharing Image Source: http://pro.corbis.com/images/42-16609046.jpg?size=572&uid=%7B89C17B5A-C988-40AB-8580-86F1885968F7%7D
  4. 4. Music Sharing > Now Image Source: http://img249.imageshack.us/img249/2585/maddentrax5cj.png
  5. 5. Music Sharing > Now Image Source: http://www.flickr.com/photos/21723691@N05/3037250330/
  6. 6. Music Sharing > Before Image Source: http://www.flickr.com/photos/newrambler/155191254/sizes/o/
  7. 7. Music Sharing > Before Image Source: http://pocketcalculatorshow.com/boombox/golden5.html Original photo courtesy of Henry Chalfant/James Prigoff.
  8. 8. Music Sharing > Past Image Source: http://mail.danahall.org/%7Elibrary/archives/reunion08.html (Photo credit: William M. Rittase)
  9. 9. Video Sharing > Now Image Source: http://www.youtube.com/watch?v=F9BmTmMEOhQ
  10. 10. Video Sharing > Before Image Source: http://www.flickr.com/photos/wildebees/273808037/sizes/o/
  11. 11. Photo Sharing > Now Image Source: http://www.flickr.com/photos/mumbleyjoe/sets/72157602630362180/
  12. 12. Photo Sharing > Before Image Source: http://www.flickr.com/photos/holyhoses/5165670/sizes/o/
  13. 13. Photo Sharing > Past Image Source: http://www.flickr.com/photos/larowebr/2768227/sizes/o/
  14. 14. Photo Sharing > Even Earlier Image Source: http://www.flickr.com/photos/hauntedpalace/254294223/
  15. 15. »Connecting Image Source: http://cache02.stormap.sapo.pt/fotostore02/fotos//2d/cd/75/1809047_s2Uzw.jpeg
  16. 16. Social Networks > Now Image Source: http://www.facebook.com/profile.php?id=500043523&ref=profile
  17. 17. Social Networks > Before
  18. 18. Social Networks > Past Image Source: http://www.mcclatchy1956.50megs.com/images/girl_scouts.jpg
  19. 19. Social Networks > Even Earlier Image Source: http://users.skynet.be/keltic/table.JPG
  20. 20. Social Networks > Even Earlier Image Source: http://lh6.ggpht.com/_7v14_CPgwSc/R7zQaCHxpOI/AAAAAAAAAPc/iNZLAsPRmHk/100_0308.JPG
  21. 21. »Opining Image Source: http://www.boston.com/bostonglobe/ideas/brainiac/headshot.jpg
  22. 22. Ratings & Reviews > Now Image Source: http://www.petco.com
  23. 23. Ratings & Reviews > Before
  24. 24. Ratings & Reviews > Past Image Source: http://i279.photobucket.com/albums/kk138/Keith_McCormic/Soapbox-Still.jpg
  25. 25. »Broadcasting Image Source: http://www.flickr.com/photos/69514343@N00/2550512520
  26. 26. Blogging > Now Image Source: http://www.stuffwhitepeoplelike.com
  27. 27. Vlogging > Now Image Source: http://ryanedit.blogspot.com/2009/03/walnuts.html
  28. 28. Blogging > Before Image Source: http://www.flickr.com/photos/inju/312209977/
  29. 29. Blogging > Past Image Source: http://arrlswdconv.org/programs.aspx
  30. 30. »Creating Image Source: http://www.purdue.edu/UNS/rube/rube.pix97.natl.html
  31. 31. Mashups > Now Image Source: http://www.housingmaps.com
  32. 32. Mashups > Before Image Source: http://www.hastingsdc.govt.nz/Libraries/hc_inspireme.htm
  33. 33. Mashups > Past Image Source: http://www.flickr.com/photos/7552532@N07/2399894761/in/photostream
  34. 34. All “media” is social... » Sharing » Connecting » Opining » Broadcasting » Creating Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG
  35. 35. Everything old is new again. Image Source: http://blog.pennlive.com/midstate_impact/2008/02/_742928901022006.jpg
  36. 36. What is new? Image Source: http://obeygiant.com/images/2008/09/obama-hope-shelter1.jpg
  37. 37. »Reach Image Source: http://vittlesvamp.typepad.com/photos/blog/tupperware.jpg
  38. 38. Reach > Now Image Source: http://openclipart.org/people/neocreo/neocreo_Blue_World_Map.png
  39. 39. »Accessibility Image Source: http://wcc.warren.k12.in.us/Images/video2.jpg
  40. 40. Accessibility > Now Image Source: http://www.mailchimp.com/blog/wp-content/uploads/2009/01/blog-anatomy3.png
  41. 41. »Usability Image Source: http://hasylab.desy.de/images/content/e101/e103/imageobject405/HIXSS-Experiment_Detail_Aug2005_Web_8230600_hr_ger.jpg
  42. 42. Usability > Now Image Source: http://www.youtube.com
  43. 43. »Transparency Image Source: http://www.flickr.com/photos/c_r_i_s/2987200539/sizes/o/
  44. 44. Transparency > Now Image Source: http://www.facebook.com
  45. 45. »Latency Image Source: http://www.gutenberg.org/files/20417/20417-h/images/image342b.jpg
  46. 46. Latency > Now Image Source: http://www.legalmarketing.ca/archives/Picture%205-thumb.png
  47. 47. What has changed? » Reach » Accessibility » Usability » Transparency » Latency Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG
  48. 48. Eyeballs Awareness Consideration Preference Action Buyers Source: Forrester Research
  49. 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. 50. Source: Forrester Research
  51. 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. 52. What are you gonna do about it? Image Source: http://lh3.ggpht.com/_CSQrp-8fMIg/RUm5MMoZABI/AAAAAAAAAFg/8_yYDdSvJVs/IMG_3822.jpg
  53. 53. Brands must reconsider how they behave... Image Source: http://www.flickr.com/photos/dcdead/4068848562/sizes/o/
  54. 54. … and brands can’t just talk, they must behave like people.
  55. 55. CONNECTEDNESS
  56. 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. 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. 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. 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. 60. SEARCH + SOCIAL MEDIA Increase in paid 28%⬆ search impressions from engagement with Kardashians Twitter referral traffic to bebe.com increased significantly.
  61. 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. 62. SALES & ROI IN- ⬆ Launch collection exceeded sales STORE expectations SALES
  63. 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. 64. Thank you. by Brian Haven Vice President, Strategy —iCrossing brian.haven@icrossing.com

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