Your SlideShare is downloading. ×
0
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Campaigns 2 conversations
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Campaigns 2 conversations

286

Published on

Published in: Self Improvement, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
286
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 1/28/2015 :: 1 QUIZ What do you think it is?
  • 2. 1/28/2015 :: 2 QUIZ What do you think it is?
  • 3. Socializing your brand: campaigns to conversations Mumbai 23rd November 2010 the new definition of brand building
  • 4. 1/28/2015 :: 4 "NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary to Havas Digital. This document includes ideas and information based on the experience, know-how, intellectual/creative effort of Havas Digital. For these reasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the express and written consent of Havas Digital.” Havas Digital© & Artemis™. All rights reserved.
  • 5. We talk about 1/28/2015 :: 5 • The new definition of a brand • Branding – is digital up for it? • ‘Socialization’ of your brand – How to do what?
  • 6. Ready? 1/28/2015 :: 6
  • 7. Let’s start with dispelling few myths 1/28/2015 :: 7
  • 8. 1/28/2015 :: 8 FIRST A brand is not a logo
  • 9. 1/28/2015 :: 9 SECOND A brand is not a logo A brand is not an identity
  • 10. 1/28/2015 :: 10 FINALLY A brand is not a logo A brand is not an identity A brand is not a product !!
  • 11. 1/28/2015 :: 11 So what EXACTLY is a brand?
  • 12. 1/28/2015 :: 12 So what EXACTLY is a brand? It’s a person’s gut feeling because brands are defined by individuals and not companies or markets.
  • 13. 1/28/2015 :: 13 So what EXACTLY is a brand? It’s a person’s gut feeling because brands are defined by individuals and not companies or markets. in other words Its not what YOU say it is
  • 14. 1/28/2015 :: 14 So what EXACTLY is a brand? It’s a person’s gut feeling because brands are defined by individuals and not companies or markets. in other words Its what THEY say it is So key take away #1 – Its about people
  • 15. 1/28/2015 :: 15 Why is branding so HOT? 1) People have too many options and very little time • Almost 1500+ new brands launched only in India in last 3 years. • 1400+ extensions have come from the older players in the same time. Choices Time More Choice + Less Time = Ignore Messages
  • 16. 1/28/2015 :: 16 2) Most offerings have similar qualities and nature 3) We tend to base our buying choices on trust Why is branding so HOT?
  • 17. 1/28/2015 :: 17 Why is branding so HOT?
  • 18. 1/28/2015 :: 18 Why is branding so HOT? TRUST
  • 19. 1/28/2015 :: 19 Why is branding so HOT? 1) People have too many options and very little time 2) Most offerings have similar qualities and nature 3) We tend to base our buying choices on trust So key take away #2 – Its about TRUST
  • 20. 1/28/2015 :: 20 TTRUST = RRELIABILITY + DDELIGHT and it only comes from meeting and beating customer expectations
  • 21. 1/28/2015 :: 21 Cutting the flow: with a PROBLEM In most companies STRATEGY is separated by a wide GAP from CREATIVITY
  • 22. One side of the GAP are STRATEGIC thinkers ANALYTICAL LOGICAL LINEAR NUMERICAL VERBAL Other side of the GAP Are CREATIVE thinkers INTUITIVE EMOTIONAL SPATIAL VISUAL PHYSICAL 1/28/2015 :: 22 Cutting the flow: with a PROBLEM
  • 23. 1/28/2015 :: 23 Cutting the flow: with a PROBLEM
  • 24. 1/28/2015 :: 24 I am not answering this It’s the people who answers this for any charismatic brand!
  • 25. Any brand can be CHARISMATIC 1/28/2015 :: 25
  • 26. Remember the “POWER OF FIVE” Differentiate Collaborate Innovate Validate Cultivate 1/28/2015 :: 26
  • 27. Remember the “POWER OF FIVE” Since the invention of mass media, the only medium which is capable of doing (trackably) all these is internet and to be specific SOCIAL MEDIA, if we have to keep in mind the acuteness of interaction… 1/28/2015 :: 27 Why we say that?
  • 28. They say… 1/28/2015 :: 28 What ever happens in VEGAS stays in VEGAS……
  • 29. TIME says… 1/28/2015 :: 29 What ever happens in VEGAS stays in VEGAS…… What ever happens in VEGAS stays in FB, YT, Twitter, MySpace….
  • 30. Why do we say what we say? 1/28/2015 :: 30 Pretty simple, the space in which brands used to operate has changed
  • 31. and created a new form of communication ecosystems 1/28/2015 :: 31
  • 32. Creating new human behaviors 1/28/2015 :: 32
  • 33. Remember the “POWER OF FIVE” Since the invention of mass media, the only medium which is capable of doing (trackably) all these is internet and to be specific SOCIAL MEDIA, if we have to keep in mind the acuteness of interaction… 1/28/2015 :: 33 so, its high time we allow our brands to socialize with THEM(with individuals who matters most to our brands) BEFORE THEY GET AVERSE TO US, WE BECOME FRIENDS TO THEM
  • 34. 1/28/2015 :: 34 If we don’t agree; still… Jeff Jarvis www.buzzmachine.com Problem worth US$ 1600 “DUDE you getting DELL’ed” Michael Dell apologizes! “Dell Hell” begs for “Dell Help”
  • 35. and if we agree 1/28/2015 :: 35
  • 36. 1/28/2015 :: 36 Learning from past mistakes, Best Buy has recently taken the initiative to launch its innovative Twelpforce portal, which enables Best Buy employees on Twitter to collectively handle customer complaints and questions. Their responses are aggregated on a single stream at @twelpforce. While delegating customer service duties to untrained employees is a risky move, Best Buy has made sure to clearly outline its Twelpforce policies in a handy (and public) guide called "Tips & Expectations“. and if we agree
  • 37. 1/28/2015 :: 37 Advantages & Learning This idea has enhanced customer service, generated buzz for the company, and is possibly saving the organization countless hours of traditional call-center troubleshooting. To follow Best Buy's lead, make your customer service procedure transparent and authentic, pool the resources of your employee base, outline clear benchmarks and guidelines, and focus on delivering quality customer care while being open to mistakes along the way. and if we agree
  • 38. Brands are like PEOPLE 1/28/2015 :: 38
  • 39. 1/28/2015 :: 39 Based on time, seasons, occassions
  • 40. We ride the “FIVE with the THREE” 1/28/2015 :: 40 Content Users Tools
  • 41. And those behaviors are formed around social objects 1/28/2015 :: 41 “The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.” -- Hugh Macleod Social media is formed around social objects and in order for you to succeed you need to first identify a scalable and addressable social object
  • 42. 1/28/2015 :: 42 Identifying SOCIAL OBJECT If your BRAND looks like a DOG and swims like a duck people will distrust you
  • 43. We identify them better, an example 1/28/2015 :: 43
  • 44. So for Brands to socialize They need to identify a scalable social object 1/28/2015 :: 44 Build tools, reach users and create content around it Think radically… And more importantly embrace social media, you can not use social media, you can only participate in it!
  • 45. 1/28/2015 :: 45 Thank you! Obrigado! Gracias! Merci! Grazie! Arigatô! Vielen Dank! Terima Kasih! 谢谢您!

×