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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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