Your Brand Is Not My Friend: Twin Cities Version
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The document discusses how digital technologies like Google have changed consumer behavior and marketing strategies. It argues that brands can no longer rely on traditional advertising alone, and must engage consumers through social media in a way that positions the brand as a helpful resource rather than direct sales pitch. The document uses Whole Foods as an example of a brand that effectively engages customers through social media by providing useful information, contests and coupons in a voice that feels like a real person rather than a salesperson. It concludes that creative marketing strategies must evolve to match new media and demonstrate a brand's authenticity rather than just its messaging.
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Your Brand Is Not My Friend: Twin Cities Version
- 2. Your Brand Is Not My Friend Presented by Alan Wolk
- 3. Ad agencies are no longer about selling
- 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
- 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
- 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?
- 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
- 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