Suku Sinnappan

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Suku Sinnappan

  1. 1. Tune in to Keep your Afloat <br />Dr. SukuSinnappan<br />Swinburne University of Technology<br />GeeITDigital.com.au<br />
  2. 2. Brands are owned by customers<br />Brand image (Definition)<br />Impressionin the consumers' mind of a brand's total personality<br />Formed by tangible, imaginary qualities and shortcomings. <br />Brand image is developed over time through with consistency and is authenticated through the consumers' direct experience. <br />BusinessDictionary.com (2010)<br />
  3. 3. EE2=experienceengineering<br />Source: http://www.socialstrategy1.com/wp-content/uploads/2010/06/Voice-of-Users.jpg<br />
  4. 4. Contact points<br />Non interactive vs interactive . <br />Interactive Contact points can influence customers more than non-interactive. <br />
  5. 5. Digital Revolution<br />Digital revolution has changed how customers choose engage with brands<br />Convergence of technology and fluidity of content has dramatically changed the nature of how information is produced, consumed and shared.<br />web 2.0, open source, virtual worlds, cost of technology, <br />
  6. 6. Losing the grip<br />Websites are losing grip as the sole digital voice about a brand or service. <br />Customer feedback and involvement are multimodal, diverse and noisy<br />40% or9 mil Australians communicate via social networks (Nielsen)<br />Source: http://www.barbwiremuseum.com/images/Brand_Collage_b.gif<br />
  7. 7. Need to Tune in and reach your customer in their own space<br />Source: http://adsoftheworld.com/media/print/brand_irony_colgate<br />
  8. 8. When you tune in – you beat the clutter and find your space<br />before<br />after<br />Source: http://live.drjays.com/wp-content/uploads/2010/05/brands.jpg<br />
  9. 9. Most popular social media websites<br />Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf<br />
  10. 10. Fastest growing social media activity 2008 to 2009<br />source<br />Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf<br />
  11. 11. The Web 2.0 Compilation<br />Source: http://www.flickr.com/photos/briansolis/2735401175/<br />
  12. 12. Source: http://www.rossdawsonblog.com/Web2_Framework.pdf<br />
  13. 13. Source: http://www.rossdawsonblog.com/Web2_Framework.pdf<br />
  14. 14. Web 2.0 effect is hard to be calculated.But understood well by the younger audience<br />
  15. 15. The right tunning<br />Trends are changing – freemium, crowdsourcing, produsage, convergence, customer engagement (not longer hits) etc <br />Companies who ‘understand’ have done well <br />Monty Phyton (using YouTube)<br />LEGO (Adult Fans of Lego - AFOL)<br />Renault 12 sec strip (Viral user participation)<br />Old Spice (Viral Ad)<br />etc<br />
  16. 16. Case Study on Telstra (Twitter)<br />Profiles in twitter (a few operators – scott, yoshi, matt)<br />Language used, voice, feel and mood<br />Issues and demonstration of dissatisfaction – helstra, telstraishell<br />Is it across all Telco providers?<br />
  17. 17. Questions<br />f2for the below?<br /> E-mail: ssinnappan@swin.edu.au, sukus@geekitdigital.com.au<br />LinkedIn: http://www.linkedin.com/in/drsuku<br />Skype: drstudy<br />Twitter: http://twitter.com/dr_at_work<br />2nd Life: study writer<br />

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