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

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

All “media” is social... » Sharing » Connecting » Opining » Broadcasting » Creating Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG

»Sharing Image Source: http://pro.corbis.com/images/42-16609046.jpg?size=572&uid=%7B89C17B5A-C988-40AB-8580-86F1885968F7%7D

Music Sharing > Now Image Source: http://img249.imageshack.us/img249/2585/maddentrax5cj.png

Music Sharing > Now Image Source: http://www.flickr.com/photos/21723691@N05/3037250330/

Music Sharing > Before Image Source: http://www.flickr.com/photos/newrambler/155191254/sizes/o/

Music Sharing > Before Image Source: http://pocketcalculatorshow.com/boombox/golden5.html Original photo courtesy of Henry Chalfant/James Prigoff.

Music Sharing > Past Image Source: http://mail.danahall.org/%7Elibrary/archives/reunion08.html (Photo credit: William M. Rittase)

Video Sharing > Now Image Source: http://www.youtube.com/watch?v=F9BmTmMEOhQ

Video Sharing > Before Image Source: http://www.flickr.com/photos/wildebees/273808037/sizes/o/

Photo Sharing > Now Image Source: http://www.flickr.com/photos/mumbleyjoe/sets/72157602630362180/

Photo Sharing > Before Image Source: http://www.flickr.com/photos/holyhoses/5165670/sizes/o/

Photo Sharing > Past Image Source: http://www.flickr.com/photos/larowebr/2768227/sizes/o/

Photo Sharing > Even Earlier Image Source: http://www.flickr.com/photos/hauntedpalace/254294223/

»Connecting Image Source: http://cache02.stormap.sapo.pt/fotostore02/fotos//2d/cd/75/1809047_s2Uzw.jpeg

Social Networks > Now Image Source: http://www.facebook.com/profile.php?id=500043523&ref=profile

Social Networks > Before

Social Networks > Past Image Source: http://www.mcclatchy1956.50megs.com/images/girl_scouts.jpg

Social Networks > Even Earlier Image Source: http://users.skynet.be/keltic/table.JPG

Social Networks > Even Earlier Image Source: http://lh6.ggpht.com/_7v14_CPgwSc/R7zQaCHxpOI/AAAAAAAAAPc/iNZLAsPRmHk/100_0308.JPG

»Opining Image Source: http://www.boston.com/bostonglobe/ideas/brainiac/headshot.jpg

Ratings & Reviews > Now Image Source: http://www.petco.com

Ratings & Reviews > Before

Ratings & Reviews > Past Image Source: http://i279.photobucket.com/albums/kk138/Keith_McCormic/Soapbox-Still.jpg

»Broadcasting Image Source: http://www.flickr.com/photos/69514343@N00/2550512520

Blogging > Now Image Source: http://www.stuffwhitepeoplelike.com

Vlogging > Now Image Source: http://ryanedit.blogspot.com/2009/03/walnuts.html

Blogging > Before Image Source: http://www.flickr.com/photos/inju/312209977/

Blogging > Past Image Source: http://arrlswdconv.org/programs.aspx

»Creating Image Source: http://www.purdue.edu/UNS/rube/rube.pix97.natl.html

Mashups > Now Image Source: http://www.housingmaps.com

Mashups > Before Image Source: http://www.hastingsdc.govt.nz/Libraries/hc_inspireme.htm

Mashups > Past Image Source: http://www.flickr.com/photos/7552532@N07/2399894761/in/photostream

All “media” is social... » Sharing » Connecting » Opining » Broadcasting » Creating Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG

Everything old is new again. Image Source: http://blog.pennlive.com/midstate_impact/2008/02/_742928901022006.jpg

What is new? Image Source: http://obeygiant.com/images/2008/09/obama-hope-shelter1.jpg

»Reach Image Source: http://vittlesvamp.typepad.com/photos/blog/tupperware.jpg

Reach > Now Image Source: http://openclipart.org/people/neocreo/neocreo_Blue_World_Map.png

»Accessibility Image Source: http://wcc.warren.k12.in.us/Images/video2.jpg

Accessibility > Now Image Source: http://www.mailchimp.com/blog/wp-content/uploads/2009/01/blog-anatomy3.png

»Usability Image Source: http://hasylab.desy.de/images/content/e101/e103/imageobject405/HIXSS-Experiment_Detail_Aug2005_Web_8230600_hr_ger.jpg

Usability > Now Image Source: http://www.youtube.com

»Transparency Image Source: http://www.flickr.com/photos/c_r_i_s/2987200539/sizes/o/

Transparency > Now Image Source: http://www.facebook.com

»Latency Image Source: http://www.gutenberg.org/files/20417/20417-h/images/image342b.jpg

Latency > Now Image Source: http://www.legalmarketing.ca/archives/Picture%205-thumb.png

What has changed? » Reach » Accessibility » Usability » Transparency » Latency Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG

Eyeballs Awareness Consideration Preference Action Buyers Source: Forrester Research

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

Source: Forrester Research

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

What are you gonna do about it? Image Source: http://lh3.ggpht.com/_CSQrp-8fMIg/RUm5MMoZABI/AAAAAAAAAFg/8_yYDdSvJVs/IMG_3822.jpg

Brands must reconsider how they behave... Image Source: http://www.flickr.com/photos/dcdead/4068848562/sizes/o/

… and brands can’t just talk, they must behave like people.

CONNECTEDNESS

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

INTERFACES INTERACTION WAYFINDING DESIGN BRAND EXPERIENCE CONTENT OFFER FUNCTIONALITY LISTENING DISPLAY OUTREACH SEM COMMUNITY SEO TRANSPARENCY Visible Usable Engaged Useful Desirable CONNECTED BRAND

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

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

SEARCH + SOCIAL MEDIA Increase in paid 28%⬆ search impressions from engagement with Kardashians Twitter referral traffic to bebe.com increased significantly.

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

SALES & ROI IN- ⬆ Launch collection exceeded sales STORE expectations SALES

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

Thank you. by Brian Haven Vice President, Strategy —iCrossing brian.haven@icrossing.com

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

by iCrossing on May 26, 2010

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