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Hi toolbox 2010

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Transcript

  • 1. Do brands need to use digital channels such as social?
    • Professor Jonathan Briggs
    • Kingston University, the OTHER media & Hyper Island
  • 2. Consider relationships brand “ customer” customer action brand action channels & tools
  • 3. Brand actions
    • Inform
    • Entertain
    • Explain
    • Provoke
    • Invite comment
    • Ask
    • Answer
    • Pass on
    • Enlist
    • Reward
    • Sell
    • Tools
    • Provide platform
    • Grow reputation
  • 4. Tools for your toolbox
    • Publishing channels
    • Social networks and channels
    • Advertising networks
    • Mashups
    • User generated content
    • Analytics
    • Research tools
    • Intelligence gathering & horizon scanning
  • 5. Can digital data help you be creative?
    • Customers, brands and competitors all leave digital footprints
    • New tools help us mine that data
    • How effective are these tools?
  • 6. Calvin Klein: what we find out about their brand, customers and competitors?
  • 7. Some tools
    • DoubleClick AdPlanner
    • SpyFu
    • SEOMoz
    • Google SBKT and Keyword Demand Tools
    • Quarkbase & Compete
    • others you know?
  • 8. Some insights?
    • https://www.google.com/adplanner/# siteSearch?identifier=calvinklein.com&geo=US&trait_type=1&lp=false
    • http://www.spyfu.com/Domain.aspx?d=695761379970295338
    • http://www.spyfu.com/Kombat/Results.aspx?d1=calvinklein.com&d2=tommy.com
    • http://www.seomoz.org/trifecta/report/211712
    • http://search.twitter.com/search?q=calvin+klein
    • http://spark.scoutlabs.com/workspaces/6002/searches/65091/results?time_interval=1m
    • http://siteanalytics.compete.com/calvinklein.com/
  • 9. Follow me @jonathanbriggs @jonathanbriggs @jonathanbriggs