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@catfoa
Your Brand Is Not My Friend	
Presented by Alan Wolk
Ad agencies are no longer about selling
They’re about “storytelling”
and “engagement”
They want to be our friend
But
But Your Brand Is Not My Friend
Ads used to deliver news
Then they became all about branding and image
Then they became all about branding and image
Then along came

The Real Digital Revolution
Google changed everything
Now we can fact check ad claims
Now we can fact check ad claims
And see what other consumers think
And see what other consumers think
This has resulted in a
complete change in consumer behavior
Before
Before   AD
Before        PURCHASE
         AD
Before        PURCHASE
         AD




Now
Before             PURCHASE
              AD




         AD
Now
Before                      PURCHASE
              AD




         AD        GOOGLE
Now
Before                      PURCHASE
              AD




         AD        GOOGLE              PURCHASE
Now
AD    GOOGLE   PURCHASE




That’s huge
Changes how we buy a car
Before: limited resources
Before: limited resources
Before: limited resources
Before: limited resources
Now: Full range of resources
Now: Full range of resources
Now: Full range of resources
Now: Full range of resources
Now: Full range of resources
New & improved needs to mean it
Faster!!
    Limited
     Time
    Only!!!




New & improved needs to mean it
Your product needs to be buzzworthy
You want people talking about your product
You want people talking about your product
It’s all about getting to Google
Once this happened,
print and TV couldn’t close the sale anymore
They could offer compelling facts or create an image
So marketers looked at online
Microsites weren’t working: why would I go to one?
Neither were banners
When we “surfed” the web, banners took you
someplace just as interesting as where you were
But now that we go online for a reason, we’re not
likely to stop what we’re doing to “interact” with an ad
New ways to “engage” customers were needed
Social Media seemed like the next big thing
Everyone was becoming “friends” online
Everyone was becoming “friends” online
Why not brands?
Your Brand Is Not My Friend™
Social networks are today’s malt shops
It’s where we go to hang out with our friends
We don’t want to be interrupted by salespeople
But there are some brands people want to hear from
They’re called “Prom King Brands”
There are the usual suspects
Sports teams
TV shows, movies and music acts
99% of brands are not “Prom Kings”
But they can still play in social media
They just have to do it differently
Five steps to making social media work for you
Step 1: Identify a need you can help with
(Maxwell House drinkers like to save money)
Step 2: Figure out how to solve that need
(Coupons are always appreciated)
Step 3: Approach your targets as a salesperson
(Salespeople have web pages, not Facebook pages)
Step 4: Use Twitter for customer service or to share
news. Don’t use it to sell.
(Customer service reps should have names)
(Customer service reps should have names)
(Customer service reps should have names)
Step 5: Don’t push it
(Give them the coupon and get out of the way)
(Give them the coupon and get out of the way)
Quick Case Study:
Why Whole Foods does Facebook right
Facebook update in my inbox
Facebook update in my inbox
$5 Coupon




Facebook update in my inbox
$5 Coupon

                              via PDF on
                              external site




Facebook update in my ...
$5 Coupon

                              via PDF on
                              external site



  Signed by a
  real pe...
The Whole Deal site
The actual coupon
Whole Foods Facebook fan page
Links to WF
 external sites




Whole Foods Facebook fan page
Links to WF
 external sites                 Useful videos




Whole Foods Facebook fan page
Links to WF
 external sites                 Useful videos




 Store photos




Whole Foods Facebook fan page
Whole Foods maintains consistency everywhere
WholeFoodsMarket.com - the consumer website
Blog




WholeFoodsMarket.com - the consumer website
Blog




                         Coupons




WholeFoodsMarket.com - the consumer website
Recipes
 Blog




                         Coupons




WholeFoodsMarket.com - the consumer website
Contest
                                           Recipes
 Blog




                                 Coupons




WholeFoo...
The Whole Story blog
Contest




The Whole Story blog
Contest

                       Social media
                           links




The Whole Story blog
Contest

                       Social media
                           links




                              Links to
 ...
Follow this game plan and you will see results
Soon enough, they’ll start to like you
They may not always talk to you,
but they will talk about you

Which is exactly what you want:
To be part of the conversation
But what then?

What if they’re talking about you and your
competition

And they like you both?
You’ll need to set yourself apart
But how?
That’s where branding comes into play again
You need to create an image for the brand
How you do that might not be with an ad
How you do that might not be with an ad
But rather with really great customer service
Really great design
Or really noteworthy innovations
Advertising serves as a reminder, not a driver
Brand messages now need to be more holistic.
More than words on a page or images on TV
Consumers see ads as Potemkin villages
They’re tired of brands saying one thing...
and doing another
And they want to see evidence, not ads
That’s why strategy is so important
Strategy is what sets brands... and ad agencies apart
Creativity is still important, but it will take on different
forms to match the different media
We can no longer focus on finding the exact right
shade of blue: it makes us contractors not architects
What will the creative department
of the future look like?
Less collaboration: writers work on blogs & web site
copy, art directors work on product and store design
More collaboration: tomorrow’s creatives will need to
work with people with all sorts of job descriptions
That’s because agencies will be doing a lot of
different things for clients, things that don’t fit into
the boxes of today’...
Agencies will need to be flexible and staffers will
need to be able to do more than one thing
The more you can show that you are more than
just a copywriter or an art director, the better.
That can mean writing a blog
Creating a program
Making your own video
Agencies are evolving daily.
No one knows exactly what the future will look like.
But I can assure you one thing:
It will be interesting
Thank You Minnesota
Questions?
Alan Wolk
Toad Stool Blog: toadstoolblog.com
Email:	 	 	      alan.wolk@mac.com
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Your Brand Is Not My Friend: Twin Cities Version

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The Classic "Your Brand Is Not My Friend" presentation adapted for the students at MCAD and for the Conversations About the Future of Advertising Series

Published in: Business
  • Calculamos el número de clientes que puedes conseguir para tu sector a través de google en: www.obtenerclientes.com. Acceda a hacer el cálculo.-------------------------------------------------------------------------------------------------------------We calculate the number of clients you can get for your sector with google at: www.geilemanagement.com.
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  • 'The more that you can show that your more than a copywriter, or an art director by writing a blog or creating an application'?

    I respectfully disagree with this last point. I dont think the answer in adding value to ones position is to become a jack of trades. I hope not.
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  • August 15, 2009: Funny how this presentation, which was very current, in February 2009, now seems very outdated in parts. Change in the digital landscape comes fast and furious
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  • Great presentation. I totally agree with what you are saying here. Most brands are still stuck up with traditional media, not realizing that the game is played differently in new media.

    btw, I loved the microsites bit - bang on!
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  • Nice articulation
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Your Brand Is Not My Friend: Twin Cities Version

  1. catfoa.blogspot.com @catfoa
  2. Your Brand Is Not My Friend Presented by Alan Wolk
  3. Ad agencies are no longer about selling
  4. They’re about “storytelling”
  5. and “engagement”
  6. They want to be our friend
  7. But
  8. But Your Brand Is Not My Friend
  9. Ads used to deliver news
  10. Then they became all about branding and image
  11. Then they became all about branding and image
  12. Then along came The Real Digital Revolution
  13. Google changed everything
  14. Now we can fact check ad claims
  15. Now we can fact check ad claims
  16. And see what other consumers think
  17. And see what other consumers think
  18. This has resulted in a complete change in consumer behavior
  19. Before
  20. Before AD
  21. Before PURCHASE AD
  22. Before PURCHASE AD Now
  23. Before PURCHASE AD AD Now
  24. Before PURCHASE AD AD GOOGLE Now
  25. Before PURCHASE AD AD GOOGLE PURCHASE Now
  26. AD GOOGLE PURCHASE That’s huge
  27. Changes how we buy a car
  28. Before: limited resources
  29. Before: limited resources
  30. Before: limited resources
  31. Before: limited resources
  32. Now: Full range of resources
  33. Now: Full range of resources
  34. Now: Full range of resources
  35. Now: Full range of resources
  36. Now: Full range of resources
  37. New & improved needs to mean it
  38. Faster!! Limited Time Only!!! New & improved needs to mean it
  39. Your product needs to be buzzworthy
  40. You want people talking about your product
  41. You want people talking about your product
  42. It’s all about getting to Google
  43. Once this happened, print and TV couldn’t close the sale anymore
  44. They could offer compelling facts or create an image
  45. So marketers looked at online
  46. Microsites weren’t working: why would I go to one?
  47. Neither were banners
  48. When we “surfed” the web, banners took you someplace just as interesting as where you were
  49. But now that we go online for a reason, we’re not likely to stop what we’re doing to “interact” with an ad
  50. New ways to “engage” customers were needed
  51. Social Media seemed like the next big thing
  52. Everyone was becoming “friends” online
  53. Everyone was becoming “friends” online
  54. Why not brands?
  55. Your Brand Is Not My Friend™
  56. Social networks are today’s malt shops
  57. It’s where we go to hang out with our friends
  58. We don’t want to be interrupted by salespeople
  59. But there are some brands people want to hear from
  60. They’re called “Prom King Brands”
  61. There are the usual suspects
  62. Sports teams
  63. TV shows, movies and music acts
  64. 99% of brands are not “Prom Kings”
  65. But they can still play in social media
  66. They just have to do it differently
  67. Five steps to making social media work for you
  68. Step 1: Identify a need you can help with
  69. (Maxwell House drinkers like to save money)
  70. Step 2: Figure out how to solve that need
  71. (Coupons are always appreciated)
  72. Step 3: Approach your targets as a salesperson
  73. (Salespeople have web pages, not Facebook pages)
  74. Step 4: Use Twitter for customer service or to share news. Don’t use it to sell.
  75. (Customer service reps should have names)
  76. (Customer service reps should have names)
  77. (Customer service reps should have names)
  78. Step 5: Don’t push it
  79. (Give them the coupon and get out of the way)
  80. (Give them the coupon and get out of the way)
  81. Quick Case Study: Why Whole Foods does Facebook right
  82. Facebook update in my inbox
  83. Facebook update in my inbox
  84. $5 Coupon Facebook update in my inbox
  85. $5 Coupon via PDF on external site Facebook update in my inbox
  86. $5 Coupon via PDF on external site Signed by a real person Facebook update in my inbox
  87. The Whole Deal site
  88. The actual coupon
  89. Whole Foods Facebook fan page
  90. Links to WF external sites Whole Foods Facebook fan page
  91. Links to WF external sites Useful videos Whole Foods Facebook fan page
  92. Links to WF external sites Useful videos Store photos Whole Foods Facebook fan page
  93. Whole Foods maintains consistency everywhere
  94. WholeFoodsMarket.com - the consumer website
  95. Blog WholeFoodsMarket.com - the consumer website
  96. Blog Coupons WholeFoodsMarket.com - the consumer website
  97. Recipes Blog Coupons WholeFoodsMarket.com - the consumer website
  98. Contest Recipes Blog Coupons WholeFoodsMarket.com - the consumer website
  99. The Whole Story blog
  100. Contest The Whole Story blog
  101. Contest Social media links The Whole Story blog
  102. Contest Social media links Links to useful blogs The Whole Story blog
  103. Follow this game plan and you will see results
  104. Soon enough, they’ll start to like you
  105. They may not always talk to you, but they will talk about you Which is exactly what you want:
  106. To be part of the conversation
  107. But what then? What if they’re talking about you and your competition And they like you both?
  108. You’ll need to set yourself apart
  109. But how?
  110. That’s where branding comes into play again
  111. You need to create an image for the brand
  112. How you do that might not be with an ad
  113. How you do that might not be with an ad
  114. But rather with really great customer service
  115. Really great design
  116. Or really noteworthy innovations
  117. Advertising serves as a reminder, not a driver
  118. Brand messages now need to be more holistic. More than words on a page or images on TV
  119. Consumers see ads as Potemkin villages
  120. They’re tired of brands saying one thing... and doing another
  121. And they want to see evidence, not ads
  122. That’s why strategy is so important
  123. Strategy is what sets brands... and ad agencies apart
  124. Creativity is still important, but it will take on different forms to match the different media
  125. We can no longer focus on finding the exact right shade of blue: it makes us contractors not architects
  126. What will the creative department of the future look like?
  127. Less collaboration: writers work on blogs & web site copy, art directors work on product and store design
  128. More collaboration: tomorrow’s creatives will need to work with people with all sorts of job descriptions
  129. That’s because agencies will be doing a lot of different things for clients, things that don’t fit into the boxes of today’s 20th century agencies
  130. Agencies will need to be flexible and staffers will need to be able to do more than one thing
  131. The more you can show that you are more than just a copywriter or an art director, the better.
  132. That can mean writing a blog
  133. Creating a program
  134. Making your own video
  135. Agencies are evolving daily. No one knows exactly what the future will look like. But I can assure you one thing:
  136. It will be interesting
  137. Thank You Minnesota
  138. Questions?
  139. Alan Wolk Toad Stool Blog: toadstoolblog.com Email: alan.wolk@mac.com

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