Do brands need to use digital channels such as social? <ul><li>Professor Jonathan Briggs </li></ul><ul><li>Kingston Univer...
Consider relationships brand “ customer” customer action brand action channels & tools
Brand actions <ul><li>Inform </li></ul><ul><li>Entertain </li></ul><ul><li>Explain </li></ul><ul><li>Provoke </li></ul><ul...
Tools for your toolbox <ul><li>Publishing channels </li></ul><ul><li>Social networks and channels </li></ul><ul><li>Advert...
Can digital data help you be creative? <ul><li>Customers, brands and competitors all leave digital footprints </li></ul><u...
Calvin Klein: what we find out about their brand, customers and competitors?
Some tools <ul><li>DoubleClick AdPlanner </li></ul><ul><li>SpyFu </li></ul><ul><li>SEOMoz </li></ul><ul><li>Google SBKT an...
Some insights? <ul><li>https://www.google.com/adplanner/# siteSearch?identifier=calvinklein.com&geo=US&trait_type=1&lp=fal...
Follow me @jonathanbriggs @jonathanbriggs @jonathanbriggs
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Hi toolbox 2010

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Hi toolbox 2010

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

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