Giving Up Control
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Giving Up Control

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A presentation told from a brands point of view on the changing landscape of social networks and social media. And how one evolved & gave up its control.

A presentation told from a brands point of view on the changing landscape of social networks and social media. And how one evolved & gave up its control.

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Giving Up Control Presentation Transcript

  • 1. Giving up control A brands perspective
  • 2. In the beginning, brands had control Br and Im ag ol n tr o e C Promos Banners Events Print TV SEM Website Email
  • 3. But then ...
  • 4. A customer started talking Br and Im Blog ag ol n tr o e C Promos Banners Events Print TV SEM Website Email
  • 5. Then more started Blog Blog Blog Blog Br and Im Blog ag ol n tr o e C Promos Banners Events Print TV SEM Website Email
  • 6. The ‘talkers’ grew and GREW
  • 7. They grew until they were a network Blog Blog Blog Blog Blog Blog Blog Br and Blog Im ag ol Blog tr on e C Promos Blog Banners Events Blog Print TV Blo SEM Website Blog Blog Email
  • 8. A social network
  • 9. Obviously, the brand had to do something But what?
  • 10. So the brand thought and thought...
  • 11. ... it thought for 2 years...
  • 12. Then it joined the network Blog Blog Blog Blog Blog Blog Blog Br and Im Blog ag Blog e l Blog o tr on C Promos Banners Blog Events Print Blog TV SEM Blog Website Email Blog Blog
  • 13. It was great.
  • 14. The brand could talk about itself, and allow people to comment on stuff.
  • 15. All while maintaing control over most of its communications r ol o nt C Promos Banners Events Print TV SEM Website Email
  • 16. But then ...
  • 17. The web changed...
  • 18. The Web
  • 19. The Web 2.0
  • 20. ‘Talkers’ were everywhere & the brand was scared Blogs Facebook Twitter Br and Im ag MySpace e ol tr on C Promos Banners Events Print Blog TV SEM Podcasts Website Email Delicious YouTube
  • 21. Some of the brands friends didn’t know how handle these changes
  • 22. And focused on increasing brand control Facebook Blogs o l tr on MySpace Twitter C Promos Banners Events Print Blog TV SEM Website Email Podcasts Delicious YouTube
  • 23. That approach had negative consequences $
  • 24. Luckily our brand figured out a way to adapt...
  • 25. It gave up control... Br and Im ag e Facebook Blogs Twitter Events Promos MySpace Banners Website SEM TV Podcasts Email Delicious Print YouTube
  • 26. It listened & took part in all sorts of networks... Br and Im ag e Facebook Blogs Twitter Events Promos MySpace Banners Website SEM TV Podcasts Email Delicious Print YouTube
  • 27. And allowed its audience to help shape its image. Br and Im ag e Facebook Blogs Twitter Events Promos MySpace Banners Website SEM TV Podcasts Email Delicious Print YouTube
  • 28. Our brand is still scared of saying the wrong thing from time to time...
  • 29. But with all of our help...
  • 30. It’s learning