Out of the Fishbowl

OUT OF THE FISHBOWL. Presented by Marta Kagan Managing Director, US | Espresso www.brandinﬁltration.com marta@brandinﬁltration.com Twitter.com/mzkagan

Once upon a time… 2

Today… 3

1. Social tools like blogs, social networks and video sharing sites have made it easy for virtually anyone to publish content and share opinions. 4

2. Media proliferation and subsequent fragmentation have made “buying eyeballs” more costly and less effective. 5

3. The ﬁrst generation of Digital Natives are coming of age. They comprise ¼ of the total US population and 1/3 of the total global population. 6

For marketers, this conﬂuence of factors is nothing short of a revolution. 7

NOW WHAT?

1. INTEGRATE “OLD” &“ NEW” MEDIA.

2. EMPOWER & EN ABLE PEOPLE TO MARKET WITH YOU.

3. CREATE JOY! CONVERSATIONS, NOT CAMPAIGNS. EXPERIE NCES, NOT ADS. MEANING, NOT MESSAGES.

YOUR BRAND ISN’T WHAT YOU SAY IT I S. IT’S WHAT THEY SAY IT IS.

“FORGET YOUR BRAND. You don't own it, because it is literally nothing. You can spend all sorts of time and money trying to manufacture public opinion, but ultimately, that's up to the public, now isn't it?” — Anonymous voice behind @BPGlobalPR

REMEMBER THAT “HOPE” IS NOT A STRATEGY.

IN SUMMARY… INTEGRATE “OLD” & “NEW” MEDIA. EMPOWER & ENABLE PEOPLE TO MARKET WITH YOU. CREATE JOY!

AND DO NOT… BROADCAST OR ATTEMPT TO “CONTROL” THE MESSAGE. SIT ON THE SIDELINES TILL THERE’S A CRISIS. “LEAVE IT TO THE INTERN.”

QUESTIONS? twitter.com/mzkagan marta@brandinﬁltration.com www.brandinﬁltration.com

http://www.andrewgriffithsblog.com	67
http://pavia.gotdns.com	32
http://cubicle-musings.blogspot.com	22
http://cubicle-musings.blogspot.ca	19
http://bluespherelabs.blogspot.com	10
http://www.dare2be.eu	5
http://convergenciayaprendizaje.blogspot.com	1

Out of the Fishbowl

by Marta Kagan on Jun 23, 2010

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Out of the Fishbowl — Presentation Transcript