Your Brand Is Not My Friend: Los Angeles/Sept 2009

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Sept. 2009 version of "Your Brand Is Not My Friend" presented at the KickApps Seminar in Los Angeles.

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  • Your Brand Is Not My Friend: Los Angeles/Sept 2009

    1. 1. Your Brand Is Not My Friend Presented by Alan Wolk
    2. 2. Brands are no longer about selling
    3. 3. They’re about “storytelling”
    4. 4. and “engagement”
    5. 5. They want to be our friend
    6. 6. But
    7. 7. But Your Brand Is Not My Friend
    8. 8. A Brief History: How We Got Here
    9. 9. Ads used to deliver news
    10. 10. Then they became all about branding and image
    11. 11. Then they became all about branding and image
    12. 12. Then along came The Real Digital Revolution
    13. 13. Google changed everything
    14. 14. Now we can fact check ad claims
    15. 15. And see what other consumers think
    16. 16. And see what other consumers think
    17. 17. This has resulted in a complete change in consumer behavior
    18. 18. Before
    19. 19. Before AD
    20. 20. Before AD PURCHA SE
    21. 21. Before AD PURCHA SE Now
    22. 22. Before AD PURCHA SE AD Now
    23. 23. Before AD PURCHA SE AD GOOGLE Now
    24. 24. Before AD PURCHA SE AD GOOGLE PURCHASE Now
    25. 25. AD GOOGLE PURCHASE That’s huge
    26. 26. Changes how we buy a car
    27. 27. Before: limited resources
    28. 28. Before: limited resources
    29. 29. Before: limited resources
    30. 30. Before: limited resources
    31. 31. Now: Full range of resources
    32. 32. Now: Full range of resources
    33. 33. Now: Full range of resources
    34. 34. Now: Full range of resources
    35. 35. Now: Full range of resources
    36. 36. It’s all about getting them to Google, not the showroom
    37. 37. Once this happened, print and TV couldn’t close the sale anymore
    38. 38. The “magic advertising words” weren’t working
    39. 39. They could offer compelling facts or create an image
    40. 40. (Provided there was one)
    41. 41. But they couldn’t close the sale. So marketers looked at online...
    42. 42. Microsites weren’t working: why would I go to one?
    43. 43. Neither were banners
    44. 44. In 1996, we “surfed” the web, and banners took you someplace just as interesting as where you were
    45. 45. But now that we go online for a reason, we’re not likely to stop what we’re doing to “interact” with an ad
    46. 46. New ways to “engage” customers were needed
    47. 47. Social Media seemed like the next big thing
    48. 48. Everyone was becoming “friends” online
    49. 49. Everyone was becoming “friends” online
    50. 50. Why not brands?
    51. 51. Why not brands?
    52. 52. Why not brands?
    53. 53. Your Brand Is Not My Friend™
    54. 54. Social networks are today’s malt shops
    55. 55. It’s where we go to hang out with our friends
    56. 56. We don’t want to be interrupted by salespeople
    57. 57. But there are some brands people want to hear from
    58. 58. They’re called “Prom King Brands”
    59. 59. There are the usual suspects
    60. 60. Sports teams
    61. 61. TV shows, movies and music acts
    62. 62. 99% of brands are not “Prom Kings”
    63. 63. But they can still play in social media
    64. 64. They just have to do it differently
    65. 65. Traditional media is about what the brand wants to say
    66. 66. Traditional media is about what the brand wants to say Social media is about what consumers want to hear
    67. 67. Social media always involves an exchange
    68. 68. Prom King Brands provide “coolness” (aka “social currency” or “whuffie”)
    69. 69. But if you’re not a prom king brand, you can provide one of four things:
    70. 70. • Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it)
    71. 71. • Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it) • Information (Exclusive information I feel good about knowing)
    72. 72. • Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it) • Information (Exclusive information I feel good about knowing) • Utility (Something that makes my life easier)
    73. 73. • Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it) • Information (Exclusive information I feel good about knowing) • Utility (Something that makes my life easier) • Money (Literally a coupon, a discount or something else of monetary value)
    74. 74. Here’s How Those Exchanges Work:
    75. 75. Entertainment
    76. 76. Entertainment • Entertainment can be:
    77. 77. Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with
    78. 78. Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with • Third party content that has a tie-in to your overall marketing strategy
    79. 79. Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with • Third party content that has a tie-in to your overall marketing strategy • (That means if you’re a serious insurance company, a comedy video is a no-go)
    80. 80. Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with • Third party content that has a tie-in to your overall marketing strategy • (That means if you’re a serious insurance company, a comedy video is a no-go) • Your own TV commercials (if they’re something people would enjoy watching)
    81. 81. Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with • Third party content that has a tie-in to your overall marketing strategy • (That means if you’re a serious insurance company, a comedy video is a no-go) • Your own TV commercials (if they’re something people would enjoy watching) • Beware: it’s tough for agencies and brand managers to judge this
    82. 82. Entertainment • Entertainment can be: • Anything featuring celebrities or entertainment properties you have a deal with • Third party content that has a tie-in to your overall marketing strategy • (That means if you’re a serious insurance company, a comedy video is a no-go) • Your own TV commercials (if they’re something people would enjoy watching) • Beware: it’s tough for agencies and brand managers to judge this
    83. 83. What Would Maxwell House Do? (WWMHD)
    84. 84. What Would Maxwell House Do? (WWMHD)
    85. 85. Entertainment: WWMHD
    86. 86. Entertainment: WWMHD • Maxwell House has an endorsement deal with comedian Nancy Nevins who has a well-known routine about how crabby she is before her first cup of coffee.
    87. 87. Entertainment: WWMHD • Maxwell House has an endorsement deal with comedian Nancy Nevins who has a well-known routine about how crabby she is before her first cup of coffee. • A 3-minute live clip is posted to the Maxwell House Facebook page. The clip also appears on their YouTube page, their blog, their website, and is promoted via their Twitter stream
    88. 88. Entertainment: WWMHD • Maxwell House has an endorsement deal with comedian Nancy Nevins who has a well-known routine about how crabby she is before her first cup of coffee. • A 3-minute live clip is posted to the Maxwell House Facebook page. The clip also appears on their YouTube page, their blog, their website, and is promoted via their Twitter stream Watch Nancy Nevins do her “Coffeeless Morning” routing live at The
    89. 89. Information
    90. 90. Information • Information can be:
    91. 91. Information • Information can be: • Facts or useful information (e.g. reviews) that your audience would be interested in
    92. 92. Information • Information can be: • Facts or useful information (e.g. reviews) that your audience would be interested in • You can utilize third-party vendors for this
    93. 93. Information • Information can be: • Facts or useful information (e.g. reviews) that your audience would be interested in • You can utilize third-party vendors for this • The information needs to tie in to your overall marketing strategy
    94. 94. Information • Information can be: • Facts or useful information (e.g. reviews) that your audience would be interested in • You can utilize third-party vendors for this • The information needs to tie in to your overall marketing strategy • Access to “behind-the-scenes” footage, exclusive clips, or advance notice from celebrity endorsers or properties you have a sponsorship deal with
    95. 95. Information • Information can be: • Facts or useful information (e.g. reviews) that your audience would be interested in • You can utilize third-party vendors for this • The information needs to tie in to your overall marketing strategy • Access to “behind-the-scenes” footage, exclusive clips, or advance notice from celebrity endorsers or properties you have a sponsorship deal with • News related to your product or category
    96. 96. Information: WWMHD
    97. 97. Information: WWMHD • Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. The deal gives them access to behind- the-scenes footage from Toscano’s widely viewed show and that footage is posted exclusively on the Maxwell House Facebook page. Watch exclusive behind-the-scenes footage of Viva La Cucina! with Umberto Tuscano
    98. 98. Utility
    99. 99. Utility • Utility can be:
    100. 100. Utility • Utility can be: • Anything that makes the consumer’s life easier: recipes, how-to videos, a way to buy things off a social site
    101. 101. Utility • Utility can be: • Anything that makes the consumer’s life easier: recipes, how-to videos, a way to buy things off a social site • Anything from a PDF to a website to a widget to an app
    102. 102. Utility: WWMHD
    103. 103. Utility: WWMHD • Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee.
    104. 104. Utility: WWMHD • Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. • The recipes are posted on the Maxwell House website, on their blog, on a special YouTube channel and on Facebook and MySpace. There’s even an iPhone app.
    105. 105. Utility: WWMHD • Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. • The recipes are posted on the Maxwell House website, on their blog, on a special YouTube channel and on Facebook and MySpace. There’s even an iPhone app. • The Maxwell House twitter account lets people know when a new video has come out and users can comment on the videos everywhere using Facebook connect.
    106. 106. Utility: WWMHD • Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. • The recipes are posted on the Maxwell House website, on their blog, on a special YouTube channel and on Facebook and MySpace. There’s even an iPhone app. • The Maxwell House twitter account lets people know when a new video has come out and users can comment on the videos everywhere using Facebook connect.
    107. 107. Money
    108. 108. Money • Money can be:
    109. 109. Money • Money can be: • Coupons or discount codes
    110. 110. Money • Money can be: • Coupons or discount codes • Group discounts
    111. 111. Money • Money can be: • Coupons or discount codes • Group discounts • Contests and promotions with financial incentives
    112. 112. Money • Money can be: • Coupons or discount codes • Group discounts • Contests and promotions with financial incentives • Be careful not to make it seem like you’re bribing people to join you
    113. 113. Money • Money can be: • Coupons or discount codes • Group discounts • Contests and promotions with financial incentives • Be careful not to make it seem like you’re bribing people to join you • That seems as desperate coming from a brand as it does from a person
    114. 114. Money: WWMHD
    115. 115. Money: WWMHD • Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced.
    116. 116. Money: WWMHD • Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced. MAXWELLHOUSE: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest
    117. 117. Money: WWMHD • Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced. MAXWELLHOUSE: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest BOND006: RT MaxwellHouse: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest
    118. 118. Money: WWMHD • Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced. MAXWELLHOUSE: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest BOND006: RT MaxwellHouse: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest IMPOSSIBILITY: @MaxwellHouse: Hoboken NJ in 1896?
    119. 119. A Few Basic Rules of the Road:
    120. 120. Step 1: Identify what your customer’s need is
    121. 121. Step 2: Figure out how to solve that need
    122. 122. Step 3: Approach people as a brand, not a buddy
    123. 123. Step 4: Use social media for customer service, promotions or to share news
    124. 124. Comcast Cares is a great customer service story
    125. 125. Real identity Comcast Cares is a great customer service story
    126. 126. Real identity Real identity Comcast Cares is a great customer service story
    127. 127. Real identity Real identity Comcast Cares is a great customer service story
    128. 128. Comcast Cares is a great customer service story
    129. 129. Step 5: Don’t push it
    130. 130. (Give them the “candy” and get out of the way. No “capturing names” or other annoying tactics)
    131. 131. (Give them the “candy” and get out of the way. No “capturing names” or other annoying tactics)
    132. 132. No hard sell or upsell.
    133. 133. Step 6: Make everything as easy to find and as easy to share as possible
    134. 134. Case Studies
    135. 135. Quick Case Study #1: The Mad Men Get It
    136. 136. Mad Men has been one of the most buzzed about shows on television
    137. 137. Social media program is anchored by the AMC web site
    138. 138. Social media program is anchored by the AMC web site
    139. 139. Social media program is anchored by the AMC web site
    140. 140. Social media program is anchored by the AMC web site
    141. 141. Social media program is anchored by the AMC web site
    142. 142. Social media program is anchored by the AMC web site
    143. 143. Social media program is anchored by the AMC web site
    144. 144. Social media program is anchored by the AMC web site
    145. 145. Social media program is anchored by the AMC web site
    146. 146. Blog links out to other social content (iPhone)
    147. 147. Active message boards - some threads have hundreds of comments
    148. 148. Pump content Active message boards - some threads have hundreds of comments
    149. 149. Wonder where all those MadMen icons came from?
    150. 150. Wonder where all those MadMen icons came from?
    151. 151. AMC’s Mad Men Yourself game proved a smash hit
    152. 152. AMC’s Mad Men Yourself game proved a smash hit
    153. 153. 500,000 people have downloaded the avatars to share on their social networks
    154. 154. 500,000 people have downloaded the avatars to share on their social networks
    155. 155. 500,000 people have downloaded the avatars to share on their social networks
    156. 156. Artwork by Dyna Moe 500,000 people have downloaded the avatars to share on their social networks
    157. 157. Mad Men’s Facebook page has over 150,000 fans
    158. 158. The Facebook page actively promotes other platforms
    159. 159. Games and quizzes The Facebook page actively promotes other platforms
    160. 160. Games Clips from and this quizzes season The Facebook page actively promotes other platforms
    161. 161. Mad Men has an active Twitter account that links to articles about the cast and crew
    162. 162. Mad Men has an active Twitter account that links to articles about the cast and crew
    163. 163. But the real activity on Twitter comes from fans
    164. 164. Last year, a group of random fans began tweeting as Mad Men characters
    165. 165. Last year, a group of random fans began tweeting as Mad Men characters
    166. 166. Last year, a group of random fans began tweeting as Mad Men characters
    167. 167. Last year, a group of random fans began tweeting as Mad Men characters
    168. 168. Last year, a group of random fans began tweeting as Mad Men characters
    169. 169. Last year, a group of random fans began tweeting as Mad Men characters
    170. 170. Last year, a group of random fans began tweeting as Mad Men characters
    171. 171. This is the kind of love entertainment properties can own. But they need to work with fans, not against them.
    172. 172. Quick Case Study #2: Red Bull: All About Sports
    173. 173. Red Bull has a dynamic Facebook presence
    174. 174. Over 1 million fans Red Bull has a dynamic Facebook presence
    175. 175. Over 1 million fans Twitter feed from athletes Red Bull has a dynamic Facebook presence
    176. 176. Lots of content Over 1 million fans Twitter feed from athletes Red Bull has a dynamic Facebook presence
    177. 177. Lots of relevant, unique content
    178. 178. Highlights of events Lots of relevant, unique content
    179. 179. Polls Highlights of events Lots of relevant, unique content
    180. 180. Polls Highlights of events Free music Lots of relevant, unique content
    181. 181. Polls Highlights of events Free music Links to athletes Lots of relevant, unique content
    182. 182. Photos from athletes and from fans
    183. 183. Photos from brand Photos from athletes and from fans
    184. 184. Photos from brand Over 2,500 fan photos Photos from athletes and from fans
    185. 185. Fans can RSVP to upcoming events on Facebook
    186. 186. Links to upcoming events Fans can RSVP to upcoming events on Facebook
    187. 187. Links to upcoming events View guest list Fans can RSVP to upcoming events on Facebook
    188. 188. Red Bull maintains consistency on MySpace
    189. 189. Similar content re: athletes Red Bull maintains consistency on MySpace
    190. 190. They are consistent on Twitter
    191. 191. Tweets about Red Bull athletes Here Here & here They are consistent on Twitter
    192. 192. They are consistent on YouTube
    193. 193. Videos about Red Bull athletes They are consistent on YouTube
    194. 194. And on their web site
    195. 195. Events listed here too And on their web site
    196. 196. Events Videos listed available here here too too And on their web site
    197. 197. Red Bull gives fans a lot of exclusive content and is consistent throughout.
    198. 198. Quick Case Study #3: Coca Cola: Prom King Brand Capitalizes on Fan Love
    199. 199. Comments are frequent & global Coke has a very popular Facebook fan page
    200. 200. Coke has 3.5 million fans Comments are frequent & global Coke has a very popular Facebook fan page
    201. 201. Coke has 3.5 million fans Comments are frequent & global Coke has a very popular Facebook fan page
    202. 202. Coke reached out the fan page’s creators and involved them
    203. 203. Dusty & Mike made a video about their experience Coke reached out the fan page’s creators and involved them
    204. 204. Dusty & Mike made a video about their experience Lots of people liked it Coke reached out the fan page’s creators and involved them
    205. 205. Coke actually interacts with fans on Twitter
    206. 206. Lots of @ messages Coke actually interacts with fans on Twitter
    207. 207. Coke also maintains a very popular YouTube channel
    208. 208. Popular retro spots Coke also maintains a very popular YouTube channel
    209. 209. Popular retro spots International spots Coke also maintains a very popular YouTube channel
    210. 210. Coke maintains consistency everywhere and reaches out to fans and engages them. Their audience is very international compared to other US brands
    211. 211. Quick Case Study #4: Think Local: Pump Energy Foods, NYC
    212. 212. The Pump is a small chain of health-conscious take- out restaurants based in Manhattan
    213. 213. The Pump pushes its social media links from its web site
    214. 214. The Pump pushes its social media links from its web site
    215. 215. The Pump pushes its social media links from its web site
    216. 216. The Pump pushes its social media links from its web site
    217. 217. Their blog has a distinct POV & also shows where to find them on other social media sites
    218. 218. Their blog has a distinct POV & also shows where to find them on other social media sites
    219. 219. Pump uses their Facebook page for promotions
    220. 220. Free samples Pump uses their Facebook page for promotions
    221. 221. Free samples More free samples Pump uses their Facebook page for promotions
    222. 222. Free samples More free samples Contest Pump uses their Facebook page for promotions
    223. 223. Free samples More free samples Contest Charity promotion Pump uses their Facebook page for promotions
    224. 224. They talk to fans on Twitter & promote giveaways
    225. 225. Trivia contest They talk to fans on Twitter & promote giveaways
    226. 226. Trivia contest Free samples They talk to fans on Twitter & promote giveaways
    227. 227. They use YouTube so fans can see news about them
    228. 228. Serena Williams gets lunch at Pump They use YouTube so fans can see news about them
    229. 229. Pump’s promotions help local fans develop a relationship with the store and use social media to spread the word to their friends
    230. 230. Four quick case studies, four unique plans. Try something similar, and you’ll start to see results
    231. 231. Soon enough, they’ll start to like you
    232. 232. They may not always talk to you, but they will talk about you Which is exactly what you want:
    233. 233. To be part of the conversation
    234. 234. But what then? What if they’re talking about you and your competition And they like you both?
    235. 235. You’ll need to set yourself apart
    236. 236. But how?
    237. 237. That’s where branding comes into play again
    238. 238. You need to create an image for the brand
    239. 239. How you do that might not be with an ad
    240. 240. How you do that might not be with an ad
    241. 241. But rather with really great customer service
    242. 242. Really great design
    243. 243. Or really noteworthy innovations
    244. 244. The world has changed and consumers are now in charge of marketing
    245. 245. That’s changed the way products are conceived
    246. 246. Before
    247. 247. Before Product
    248. 248. Before Product
    249. 249. Before Product Marketing
    250. 250. Before Product Marketing
    251. 251. Consumer Before Product Marketing Demand
    252. 252. Consumer Before Product Marketing Demand Now
    253. 253. Consumer Before Product Marketing Demand Consumer Now Demand
    254. 254. Consumer Before Product Marketing Demand Consumer Now Demand
    255. 255. Consumer Before Product Marketing Demand Consumer Product Now Demand
    256. 256. Consumer Before Product Marketing Demand Consumer Product Now Demand
    257. 257. Consumer Before Product Marketing Demand Consumer Product Marketing Now Demand
    258. 258. Consumer Product Marketing Demand That changes everything
    259. 259. Marketers and their agencies need to do more than just create ads
    260. 260. It’s something they used to do (remember Braniff?)
    261. 261. Traditional advertising now serves as a reminder, not a driver
    262. 262. Brand messages need to be more holistic. More than words on a page or images on TV
    263. 263. Consumers see ads as Potemkin villages
    264. 264. Or as just another form of entertainment
    265. 265. They’re tired of brands saying one thing... and doing another
    266. 266. And they want to see evidence, not ads
    267. 267. That’s why strategy is so important
    268. 268. Strategy is the new creative. It’s what sets brands apart
    269. 269. Creativity is still very important, but it will take on different forms to match the different media options
    270. 270. We can no longer focus on finding the exact right shade of blue: that makes us contractors not architects
    271. 271. Digital media gives us the chance to experiment, to redefine “failure” and try new things.
    272. 272. If people like an idea, they are surprisingly willing to put up with its flaws. (So long as you listen and adjust)
    273. 273. Social media is forever. That means brands need to be able to recalibrate on the fly
    274. 274. What will the marketing and advertising departments of the future look like?
    275. 275. Less collaboration: there will be specialists in everything from search to content to augmented reality
    276. 276. More collaboration: we’ll need to work as a team with people with all sorts of job descriptions
    277. 277. That’s because marketers will be doing a lot of different things that don’t fit into the boxes of today’s 20th century agencies
    278. 278. Marketers will need to be flexible and staffers will need to be able to do more than one thing
    279. 279. Marketers definitely need to evolve
    280. 280. They need to become general contractors
    281. 281. So the agencies in their roster aren’t fighting over budgets and responsibilities
    282. 282. Marketing is evolving daily. No one knows exactly what the future will look like. But there are two things I can guaranty:
    283. 283. It will be different.
    284. 284. It will be different. It will be interesting.
    285. 285. Thank You Los Angeles
    286. 286. Questions?
    287. 287. Alan Wolk Consulting: ToadStoolConsulting.com Email: alan.wolk@mac.com Blog: toadstoolblog.com Twitter: @awolk Hive Awards: hiveawards.com To get a business card, text “wolk” to 50500

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