BRANDING IN A                        SOCIAL MEDIA WORLDMonday, 24 October 11
SECURING COMPETITIVE                      ADVANTAGE IN A                    NETWORKED WORLDMonday, 24 October 11
Monday, 24 October 11
IT USED TO BE SO SIMPLE        The Simple Trade Era        The Production Era        The Sales Era        The Marketing De...
Monday, 24 October 11
Monday, 24 October 11
Your brandMonday, 24 October 11
Monday, 24 October 11
Monday, 24 October 11
Monday, 24 October 11
Structured to unstructured dataMonday, 24 October 11
WINNING IN THE DIGITAL ERAMonday, 24 October 11
THE WORLD’S BIGGEST BRANDS (IN SOCIAL MEDIA)Monday, 24 October 11
THE WORLD’S BIGGEST BRANDS (IN SOCIAL MEDIA)                              HUMANITYMonday, 24 October 11
BORN OF REAL, HUMAN INSIGHTMonday, 24 October 11
Monday, 24 October 11
Monday, 24 October 11
Monday, 24 October 11
Monday, 24 October 11
DESIGNED BY HUMANS, FOR HUMANSMonday, 24 October 11
16Monday, 24 October 11
Monday, 24 October 11
BEING ‘PEOPLE THAT DO’                        NOT JUST BRANDS THAT TELLMonday, 24 October 11
UMBRO = a brand that says   NIKE – a brand that DOESMonday, 24 October 11
Monday, 24 October 11
SEEK OUT LIKE MINDED PEOPLE - AND JOIN INMonday, 24 October 11
Monday, 24 October 11
Monday, 24 October 11
OPEN AND MAINTAIN THE DIALOGUEMonday, 24 October 11
Monday, 24 October 11
Monday, 24 October 11
Especially when things go wrongMonday, 24 October 11
BE NICEMonday, 24 October 11
Monday, 24 October 11
BE EMPATHETICMonday, 24 October 11
Monday, 24 October 11
BE USEFULMonday, 24 October 11
Monday, 24 October 11
BE RELEVANTMonday, 24 October 11
Monday, 24 October 11
HAVE A SENSE OF HUMOURMonday, 24 October 11
http://www.youtube.com/watch?v=OaIUiDY9QB8Monday, 24 October 11
TAKE ADVANTAGE OF TECHNOLOGYMonday, 24 October 11
Opportunity to share with                                              average 132 friends each                           ...
TRACK IT BACK TO WHAT MATTERS TO YOUR BUSINESSMonday, 24 October 11
Monday, 24 October 11
BECAUSE IT PAYSMonday, 24 October 11
2       2Monday, 24 October 11
2       2Monday, 24 October 11
Relative cost of media (ABC1 men example)             40.0                                                                ...
DO WHAT YOU’VE ALWAYS DONE ...Monday, 24 October 11
BE HUMANMonday, 24 October 11
THANKS FOR LISTENING       www.tomlucas.org       tomlucas2012@gmail.comMonday, 24 October 11
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Competitive advantage in a networked world

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Overview of how to engage audiences in the digital environment

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Competitive advantage in a networked world

  1. 1. BRANDING IN A SOCIAL MEDIA WORLDMonday, 24 October 11
  2. 2. SECURING COMPETITIVE ADVANTAGE IN A NETWORKED WORLDMonday, 24 October 11
  3. 3. Monday, 24 October 11
  4. 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. 5. Monday, 24 October 11
  6. 6. Monday, 24 October 11
  7. 7. Your brandMonday, 24 October 11
  8. 8. Monday, 24 October 11
  9. 9. Monday, 24 October 11
  10. 10. Monday, 24 October 11
  11. 11. Structured to unstructured dataMonday, 24 October 11
  12. 12. WINNING IN THE DIGITAL ERAMonday, 24 October 11
  13. 13. THE WORLD’S BIGGEST BRANDS (IN SOCIAL MEDIA)Monday, 24 October 11
  14. 14. THE WORLD’S BIGGEST BRANDS (IN SOCIAL MEDIA) HUMANITYMonday, 24 October 11
  15. 15. BORN OF REAL, HUMAN INSIGHTMonday, 24 October 11
  16. 16. Monday, 24 October 11
  17. 17. Monday, 24 October 11
  18. 18. Monday, 24 October 11
  19. 19. Monday, 24 October 11
  20. 20. DESIGNED BY HUMANS, FOR HUMANSMonday, 24 October 11
  21. 21. 16Monday, 24 October 11
  22. 22. Monday, 24 October 11
  23. 23. BEING ‘PEOPLE THAT DO’ NOT JUST BRANDS THAT TELLMonday, 24 October 11
  24. 24. UMBRO = a brand that says NIKE – a brand that DOESMonday, 24 October 11
  25. 25. Monday, 24 October 11
  26. 26. SEEK OUT LIKE MINDED PEOPLE - AND JOIN INMonday, 24 October 11
  27. 27. Monday, 24 October 11
  28. 28. Monday, 24 October 11
  29. 29. OPEN AND MAINTAIN THE DIALOGUEMonday, 24 October 11
  30. 30. Monday, 24 October 11
  31. 31. Monday, 24 October 11
  32. 32. Especially when things go wrongMonday, 24 October 11
  33. 33. BE NICEMonday, 24 October 11
  34. 34. Monday, 24 October 11
  35. 35. BE EMPATHETICMonday, 24 October 11
  36. 36. Monday, 24 October 11
  37. 37. BE USEFULMonday, 24 October 11
  38. 38. Monday, 24 October 11
  39. 39. BE RELEVANTMonday, 24 October 11
  40. 40. Monday, 24 October 11
  41. 41. HAVE A SENSE OF HUMOURMonday, 24 October 11
  42. 42. http://www.youtube.com/watch?v=OaIUiDY9QB8Monday, 24 October 11
  43. 43. TAKE ADVANTAGE OF TECHNOLOGYMonday, 24 October 11
  44. 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. 45. TRACK IT BACK TO WHAT MATTERS TO YOUR BUSINESSMonday, 24 October 11
  46. 46. Monday, 24 October 11
  47. 47. BECAUSE IT PAYSMonday, 24 October 11
  48. 48. 2 2Monday, 24 October 11
  49. 49. 2 2Monday, 24 October 11
  50. 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. 51. DO WHAT YOU’VE ALWAYS DONE ...Monday, 24 October 11
  52. 52. BE HUMANMonday, 24 October 11
  53. 53. THANKS FOR LISTENING www.tomlucas.org tomlucas2012@gmail.comMonday, 24 October 11
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