Three stages of the web’s development The Brand Model The Agency Model Consumer Benefit functional network FIND Faster, cheaper, easier… Classic marketing rules apply: PUSH display, POS, retail… Maximum relevance, impact, interruption content network PLAY social network SHARE Create, share, enjoy, discover Brands EXCLUDED Add value to conversations or get talked about Create currency that helps prompt conversations My content. My way. Now. Consumer in control. Shift to PULL BE the content Add value to content & content production
Summary for Brands Long tail Creatively vocal consumers Value exchange Niche & personalised experience of products Enabling co-creation and involvement, opening up the brand Delivering tangible reward
Nearly there! Teaching Tips How to take back to the team!