Competitive advantage in a networked world

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Overview of how to engage audiences in the digital environment

Overview of how to engage audiences in the digital environment

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  • 1. BRANDING IN A SOCIAL MEDIA WORLDMonday, 24 October 11
  • 2. SECURING COMPETITIVE ADVANTAGE IN A NETWORKED WORLDMonday, 24 October 11
  • 3. Monday, 24 October 11
  • 4. IT USED TO BE SO SIMPLE The Simple Trade Era The Production Era The Sales Era The Marketing Department Era The Marketing Company Era The Relationship Marketing EraMonday, 24 October 11
  • 5. Monday, 24 October 11
  • 6. Monday, 24 October 11
  • 7. Your brandMonday, 24 October 11
  • 8. Monday, 24 October 11
  • 9. Monday, 24 October 11
  • 10. Monday, 24 October 11
  • 11. Structured to unstructured dataMonday, 24 October 11
  • 12. WINNING IN THE DIGITAL ERAMonday, 24 October 11
  • 13. THE WORLD’S BIGGEST BRANDS (IN SOCIAL MEDIA)Monday, 24 October 11
  • 14. THE WORLD’S BIGGEST BRANDS (IN SOCIAL MEDIA) HUMANITYMonday, 24 October 11
  • 15. BORN OF REAL, HUMAN INSIGHTMonday, 24 October 11
  • 16. Monday, 24 October 11
  • 17. Monday, 24 October 11
  • 18. Monday, 24 October 11
  • 19. Monday, 24 October 11
  • 20. DESIGNED BY HUMANS, FOR HUMANSMonday, 24 October 11
  • 21. 16Monday, 24 October 11
  • 22. Monday, 24 October 11
  • 23. BEING ‘PEOPLE THAT DO’ NOT JUST BRANDS THAT TELLMonday, 24 October 11
  • 24. UMBRO = a brand that says NIKE – a brand that DOESMonday, 24 October 11
  • 25. Monday, 24 October 11
  • 26. SEEK OUT LIKE MINDED PEOPLE - AND JOIN INMonday, 24 October 11
  • 27. Monday, 24 October 11
  • 28. Monday, 24 October 11
  • 29. OPEN AND MAINTAIN THE DIALOGUEMonday, 24 October 11
  • 30. Monday, 24 October 11
  • 31. Monday, 24 October 11
  • 32. Especially when things go wrongMonday, 24 October 11
  • 33. BE NICEMonday, 24 October 11
  • 34. Monday, 24 October 11
  • 35. BE EMPATHETICMonday, 24 October 11
  • 36. Monday, 24 October 11
  • 37. BE USEFULMonday, 24 October 11
  • 38. Monday, 24 October 11
  • 39. BE RELEVANTMonday, 24 October 11
  • 40. Monday, 24 October 11
  • 41. HAVE A SENSE OF HUMOURMonday, 24 October 11
  • 42. http://www.youtube.com/watch?v=OaIUiDY9QB8Monday, 24 October 11
  • 43. TAKE ADVANTAGE OF TECHNOLOGYMonday, 24 October 11
  • 44. Opportunity to share with average 132 friends each Competitions drive reach and data capture Drive ATV with reminders Opportunity to sample Cross-promotion and share content (at no cost) to other programmesMonday, 24 October 11
  • 45. TRACK IT BACK TO WHAT MATTERS TO YOUR BUSINESSMonday, 24 October 11
  • 46. Monday, 24 October 11
  • 47. BECAUSE IT PAYSMonday, 24 October 11
  • 48. 2 2Monday, 24 October 11
  • 49. 2 2Monday, 24 October 11
  • 50. Relative cost of media (ABC1 men example) 40.0 40.0 PAID EARNED 30.0 Premium allows for targeting by interest 20.0 16.0 11.0 10.0 10.0 5.0 Commercial TV Facebook ads 0.7 Posters Press 0.6 0 Online display 0.2 Content seeding (Murdoch) Programme publicity Content seeding (Scream)Monday, 24 October 11
  • 51. DO WHAT YOU’VE ALWAYS DONE ...Monday, 24 October 11
  • 52. BE HUMANMonday, 24 October 11
  • 53. THANKS FOR LISTENING www.tomlucas.org tomlucas2012@gmail.comMonday, 24 October 11