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The New Influence

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A presentation on how to build a long-term influential brand in the age of technological disruption.

Published in: Marketing
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The New Influence

  1. 1. How to build a long-term influential brand in the age of technological disruption. The New Influence
  2. 2. 2016
  3. 3. 2016 1. The internet is changing everything 2. Power is being reorganised 3. Influence has fragmented 4. Social networks and search engines cannot be depended on 5. Consumer attention has never been so hard to earn (or hold on to)
  4. 4. Web 1.0 Web 2.0 Web 3.0 1995 20252010
  5. 5. Web 1.0 Web 2.0 Web 3.0 1995 2025 Web portals & directories Forums Websites/blogs Email e-commerce Read-only content Desktop software 2010
  6. 6. Web 1.0 Web 2.0 Web 3.0 1995 2025 Web portals & directories Forums Websites/blogs Email e-commerce Read-only content Desktop software Social networks Sharing economy Audio and video streaming Content creation Cloud computing Smartphones 2010
  7. 7. We got lazy
  8. 8. In August, 2018, Unilad was 4th largest publisher on Facebook. By October, 2018, it went into administration
  9. 9. For brands, organic reach is almost zero. For publishers, it’s becoming “much lower” every year.
  10. 10. Instagram is next
  11. 11. Less than half of Google searches now result in a click
  12. 12. YouTube, the home of the original content creator is abandoning them in favor of traditional content.
  13. 13. Don’t build a home on rented land
  14. 14. Create a moat
  15. 15. Think of a your website as a your own moat. You own it It’s secure It’s built to last It grows in value
  16. 16. Your moat should have - Backlinks & domain authority - Brand awareness - A reason for people to return
  17. 17. Content assets
  18. 18. Everybody listens to the same radio station - WII-FM
  19. 19. Everybody listens to the same radio station - WII-FM Nobody is going to read, watch or listen to you if you’re not providing value. First thing to consider is, why does my customer care? It’s got to be really interesting or entertaining for them. “What’s in it for me?”
  20. 20. 2018 2019
  21. 21. What you want to talk about What your customers are interested in Sweet spot
  22. 22. Without distribution you have nothing
  23. 23. “Those that figure out how to build up their own distribution channels, will be the ones that stay in business. “Distribution is more important than building a brand. If you’re building a brand without distribution no one is going to see it anyway.” Aaron Levin, ex Spotify head of growth
  24. 24. Innovation trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Chatbots Native advertising A.I Paid social Influencer marketing Stories Twitter Facebook pages Live video Snapchat TikTok SEO Newsfeed Engagement metrics Blogging Automation Instagram Email newsletters Viral content Voice VR Push notifications LinkedIn WhatsApp Messenger Podcasting Facebook groups A.R YouTube This Hype Cycle is not in any way associated with or endorsed by Gartner, Inc Growth hacking Digital Comms Hype Cycle
  25. 25. Search Podcast Backlinks Collaborations Interviews Owned newsletter Dark social Social (rented and earned) Bookmarked Memorized YOURSITE.COM </> Remarketing Curation
  26. 26. Leverage influencers
  27. 27. “Institutions no longer enjoy our blind trust. Nor do big brands. Nor big business. Nor religion. Nor government. Nor the media. “We do however still trust people like us. We feel that influencers are those people. People we can relate to. Their experience becomes our evidence. We follow their recommendations. We don’t yet see their content as advertisements.” Scott Guthrie
  28. 28. Be part of a movement
  29. 29. What’s next?
  30. 30. Web 1.0 Web 2.0 Web 3.0 1995 2025 Web portals and directories Forums Websites/blogs Email e-commerce Read-only content Desktop software Social networks Sharing economy Audio and video streaming Content creation Cloud computing Smartphones 2010
  31. 31. Web 1.0 Web 2.0 Web 3.0 1995 2025 Web portals and directories Forums Websites/blogs Email e-commerce Read-only content Desktop software Social networks Sharing economy Audio and video streaming Content creation Cloud computing Smartphones 2010 Decentralised networks Privacy Crypto assets Data ownership Digital sovereignty
  32. 32. Privacy is the new connectedness
  33. 33. Today’s big tech companies have too much power — too much power over our economy, our society, and our democracy. They’ve bulldozed competition, used our private information for profit, and tilted the playing field against everyone else. And in the process, they have hurt small businesses and stifled innovation. Elizabeth Warren
  34. 34. Thank you

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