Brands – tapping into the online Buzz
They are talking about you
Share of voice
Across the sectors
Good and bad
People talk  <ul><li>People will talk about </li></ul><ul><ul><li>Your advertising </li></ul></ul><ul><ul><li>Your stores ...
Online PR is … <ul><li>A conversation  </li></ul><ul><li>A debate  </li></ul><ul><li>A dialogue  </li></ul><ul><li>A revie...
It can hit the headlines <ul><li>iPod nano </li></ul><ul><li>Launched August </li></ul><ul><li>iPod nano owner Matthew Pet...
Too slow… <ul><li>Coverage went into mainstream media </li></ul><ul><ul><li>BBC.co.uk </li></ul></ul><ul><ul><li>The Guard...
 
Ignore it at your peril
 
 
 
Traditional media not dead <ul><li>…It is just evolving </li></ul>
The new publisher <ul><li>New niche publications </li></ul><ul><li>Google loves them  </li></ul><ul><li>Yahoo loves them <...
An evolving internet <ul><li>Driven by participation  </li></ul><ul><li>Open to feedback </li></ul><ul><li>Facilitated by ...
Changing audiences Forget the demographics
Connecting..
 
Triggering conversations
 
 
 
 
Art and science  <ul><li>Art  </li></ul><ul><ul><li>Relevant conversation </li></ul></ul><ul><ul><li>Persuasive and person...
 
Balls to Paint
 
 
Mainstream to chatter
Liked communications “ Through a bit of cunning, this advert has had a viral existence on the internet for some months. Sn...
Liked what they saw “ An awesome Sony  Bravia  commercial where they  paint  this building all different colours”. “ This ...
 
<ul><li>1.6 m visits </li></ul><ul><li>1.5m views </li></ul><ul><li>800K downloads </li></ul><ul><li>40,000 new links </li...
 
<ul><li>Thank you </li></ul><ul><li>for  </li></ul><ul><li>Full BRAVIA Case study </li></ul><ul><li>Pitch assets  </li></u...
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Online marketing show- Brands in the conversation

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Presentation for the online marketing show outlining exclusive reserach on the top 100 brands in scial media and a case study on how Sony Bravia talked audiences about their latest advert

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Online marketing show- Brands in the conversation

  1. 1. Brands – tapping into the online Buzz
  2. 2. They are talking about you
  3. 3. Share of voice
  4. 4. Across the sectors
  5. 5. Good and bad
  6. 6. People talk <ul><li>People will talk about </li></ul><ul><ul><li>Your advertising </li></ul></ul><ul><ul><li>Your stores </li></ul></ul><ul><ul><li>Your customer service </li></ul></ul><ul><ul><li>Your brand </li></ul></ul><ul><ul><li>Your product </li></ul></ul><ul><ul><li>YOU </li></ul></ul>
  7. 7. Online PR is … <ul><li>A conversation </li></ul><ul><li>A debate </li></ul><ul><li>A dialogue </li></ul><ul><li>A review </li></ul><ul><ul><li>It can happen without you </li></ul></ul>
  8. 8. It can hit the headlines <ul><li>iPod nano </li></ul><ul><li>Launched August </li></ul><ul><li>iPod nano owner Matthew Peterson setup his Web site, flawedmusicplayer.com </li></ul><ul><li>Comments came thick and fast </li></ul>irate customer said: &quot;If I had done something to damage my iPod I wouldn't be as angry as I am because it would be my fault. But I haven't done anything.”
  9. 9. Too slow… <ul><li>Coverage went into mainstream media </li></ul><ul><ul><li>BBC.co.uk </li></ul></ul><ul><ul><li>The Guardian </li></ul></ul><ul><ul><li>The Times </li></ul></ul><ul><ul><li>Washington Post </li></ul></ul><ul><ul><li>The Register </li></ul></ul><ul><ul><li>Macworld </li></ul></ul><ul><ul><li>etc </li></ul></ul>                                                                                                                                                                                            
  10. 11. Ignore it at your peril
  11. 15. Traditional media not dead <ul><li>…It is just evolving </li></ul>
  12. 16. The new publisher <ul><li>New niche publications </li></ul><ul><li>Google loves them </li></ul><ul><li>Yahoo loves them </li></ul><ul><li>Audiences love them </li></ul><ul><li>They are focused, targeted and relevant to the reader </li></ul><ul><li>But available at the flick of a search engine </li></ul>
  13. 17. An evolving internet <ul><li>Driven by participation </li></ul><ul><li>Open to feedback </li></ul><ul><li>Facilitated by technology </li></ul><ul><li>Conversation </li></ul><ul><li>Reflecting the active enthusiast </li></ul><ul><li>Produced by a few and read by millions </li></ul><ul><li>Connectedness </li></ul><ul><li>Community </li></ul>
  14. 18. Changing audiences Forget the demographics
  15. 19. Connecting..
  16. 21. Triggering conversations
  17. 26. Art and science <ul><li>Art </li></ul><ul><ul><li>Relevant conversation </li></ul></ul><ul><ul><li>Persuasive and personal pitches </li></ul></ul><ul><ul><li>Inspirational content </li></ul></ul><ul><ul><li>Social media assets </li></ul></ul><ul><li>Science </li></ul><ul><ul><li>Link building </li></ul></ul><ul><ul><li>Key phrases </li></ul></ul><ul><ul><li>Informed metrics </li></ul></ul>
  18. 28. Balls to Paint
  19. 31. Mainstream to chatter
  20. 32. Liked communications “ Through a bit of cunning, this advert has had a viral existence on the internet for some months. Snippets of information and photographs have been released by the company” BBC.co.uk Just this last hour the Sony Bravia Editor has posted a photograph of a grey high rise building. Visual clue number one. Watch this space. Clue Two. The Sony Bravia Paint ad will use explosives and will be filmed somewhere in Scotland. Clue Three. Glasgow’s Evening Times has revealed that Bravia’s paint shot will be filmed in Queen’s Court, Toryglen, Glasgow - Duncan’s TV blog “ With a preview website generating much buzz among the ad industry and public alike, Sony Bravia &quot; Paint &quot; is one of the most eagerly awaited ads of the year” Boards Mag
  21. 33. Liked what they saw “ An awesome Sony Bravia commercial where they paint this building all different colours”. “ This Sony Bravia ad is quite possibly the coolest commercial ever. It was completely done with actual paint (no CGI or any digital effects) ... ” “ Check out the new Sony Bravia Paint Advert. I’ve got to say that these adverts are taking over the same status as the Levis ads of the mid 90s ... ” Sony unleashes the follow up to last year's wildly popular Bravia ad with an equally stunning ad utilizing massive amounts of exploding paint . ... An advertising campaign by Sony Bravia involved putting 70000 litres of paint into 358 single bottle bombs which then were exploded on the outside of a ... Sony Bravia Paint Ad ! Insane ! 70000 Litres of Paint !' Sony Bravia paint ad. The new ad of Sony Bravia is now online. For me, one of the best example this year of “Brand Demand”. With their blog, Flickr, ...
  22. 35. <ul><li>1.6 m visits </li></ul><ul><li>1.5m views </li></ul><ul><li>800K downloads </li></ul><ul><li>40,000 new links </li></ul>With thanks to Onalytica
  23. 37. <ul><li>Thank you </li></ul><ul><li>for </li></ul><ul><li>Full BRAVIA Case study </li></ul><ul><li>Pitch assets </li></ul><ul><li>Email me (Katy Howell): </li></ul><ul><li>[email_address] </li></ul>

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