How Engagement has become the New              Branding             A Presentation by              ISHAN GHOSH          Ex...
„The Old Spice Guy‟
Did it work?               110 million views of the video
Did it work?                           • Today, Sales up by 107%   • Sales increased     steadily – up 55%     over 3 mont...
What was the magic behind this? ENGAGEMENT!       Technology
“Brands don‟t make viral videos, Users make videos viral”              - Dan Greenberg, Sharethrough
It all starts here….Brand Loyalist                          Brand Activist
Consequence of Technology         1. Change in Consumer Expectations         2. Change in how Brands approach Marketing   ...
Change in Consumer Expectations       “Customers expect companies to know who they are and       their preferences regardl...
Change in Consumer Expectations                     Define       Refine   Recognise who I                    Peer endorsem...
Change in Consumer Expectations   How does he see himself in the context of his Social network?  Do we understand how his ...
Change in how Brands approach Marketing:    Curator                            Collaborator   Create                      ...
Change in how Brands approach Marketing:                     Mass Personalisation               Mass personalisation, one-...
Change in how Brands approach Marketing:                  How can we Intrude into his tribe?  See what I can do!         T...
Change in how Brands approach Marketing:                            “We‟re building toward a web where                    ...
How a condo won friends and influenced people
The New Rules of Engagement
The New Rules of Engagement
The New Rules of Engagement
The New Rules of Engagement                              • 3,200 names                              • 120,000 votes       ...
The New Rules of Engagement
The New Rules of Engagement
The New Rules of Engagement
Be There       - COKE CHEERS       - Share a Coke and tell your friends. Coke Cheers is a simple, fun           applicatio...
Be There
Engaging the Consumer as a Collaborator  1. Join the conversation.  2. Open opportunity for a dialogue.  3. Be transparent...
How Fisher-Price befriended Moms
• #1 thing Moms do online –  share pics of their kids• Personalisation: Label and  organize the way they want• Automatic c...
May the Best, Buy
May the Best, Buy
Telus wins hearts and business
Campaign for Breast Cancer
Campaign for Breast Cancer
Calvin Klein goes intimate
Going Intimate
Going Intimate
Leveraging technology to facilitate Engagement?
Leveraging technology to facilitate Engagement?     Platforms like Facebook, Twitter, Digg, MySpace, YouTube help     mark...
Leveraging technology to facilitate Engagement?                    • Speed of Response                    • Ability to rec...
Who is this New Consumer?                 Key to Engagement        Solve a problem     +         Make it Fun              ...
Questions?
Brand Engagement through Technology
Brand Engagement through Technology
Brand Engagement through Technology
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Brand Engagement through Technology

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Leveraging technology to build brand engagement

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Brand Engagement through Technology

  1. 1. How Engagement has become the New Branding A Presentation by ISHAN GHOSH Executive Vice President THE BRAND FACTORY® INVENTING DESIRE
  2. 2. „The Old Spice Guy‟
  3. 3. Did it work? 110 million views of the video
  4. 4. Did it work? • Today, Sales up by 107% • Sales increased steadily – up 55% over 3 months since the event in April 2010
  5. 5. What was the magic behind this? ENGAGEMENT! Technology
  6. 6. “Brands don‟t make viral videos, Users make videos viral” - Dan Greenberg, Sharethrough
  7. 7. It all starts here….Brand Loyalist Brand Activist
  8. 8. Consequence of Technology 1. Change in Consumer Expectations 2. Change in how Brands approach Marketing 3. Change in the way we Engage consumers facilitated by Technology
  9. 9. Change in Consumer Expectations “Customers expect companies to know who they are and their preferences regardless of how and when they interact. Their tolerance for fragmented interactions will continue to drop as their expectations rise.” - Lisa Goodmaster, Partner Peppers & Rogers Group
  10. 10. Change in Consumer Expectations Define Refine Recognise who I Peer endorsement am. Demographics/ Psychographics I want to drive the Brand Brand must be an extension of my I will influence lifestyle Brand‟s image The Brand influences my image
  11. 11. Change in Consumer Expectations How does he see himself in the context of his Social network? Do we understand how his „Tribe‟ behave and respond to stimuli?
  12. 12. Change in how Brands approach Marketing: Curator Collaborator Create Co-create Positioning brand‟s DNA with user Preserve singular brand Facilitate user to promise interact with the brand on their Be consistent in terms the offering Sharing Delivery
  13. 13. Change in how Brands approach Marketing: Mass Personalisation Mass personalisation, one-to-one Mass Personalisation, one-to-one, to the mass
  14. 14. Change in how Brands approach Marketing: How can we Intrude into his tribe? See what I can do! Track Noise This is how I feel What d’you think? about it! Join the Conversation Hey, these Stimulate ongoing dialogue/ actionare guys I’dlike to hang CHECK THIS OUT! out with
  15. 15. Change in how Brands approach Marketing: “We‟re building toward a web where default is social, every application and product will be designed ground up to use real identity.”
  16. 16. How a condo won friends and influenced people
  17. 17. The New Rules of Engagement
  18. 18. The New Rules of Engagement
  19. 19. The New Rules of Engagement
  20. 20. The New Rules of Engagement • 3,200 names • 120,000 votes • 150,000 website hits 3,200 Virtual Brokers!
  21. 21. The New Rules of Engagement
  22. 22. The New Rules of Engagement
  23. 23. The New Rules of Engagement
  24. 24. Be There - COKE CHEERS - Share a Coke and tell your friends. Coke Cheers is a simple, fun application that lets you make a toast with a Coke and post it up to Facebook or Twitter. Your online post even shows who you share a Coke with and lets you pick from multiple messages such as - first encounters /- new adventure /- love /- a job well done /- happy hour - reconnecting /- loving life /- sunny days /- a big night/- happiness! - taking a break /- forgetting our worries /- a perfect match - our favorite spot /- old friends /- new friends /- family - celebration /- birthday /- today /- Happy Holiday!
  25. 25. Be There
  26. 26. Engaging the Consumer as a Collaborator 1. Join the conversation. 2. Open opportunity for a dialogue. 3. Be transparent: They dont expect brands to be perfect, but they expect honesty. 4. Provide tools and knowledge and then turn them loose to customize and make them their own. 5. Be relevant and current. Fill a need, answer questions, value her opinion, and then let them see action taken. And dont forget to make the experience, fun. 6. Get to the point. Theyre busy, so be authentic, clear, and genuine. 7. Make decision making comfortable and information is key to comfort. 8. Be both pragmatic and emotional. Brands need to cover both sides of the conversation. 9. Tell stories. Engagement is about communicating -- telling a story -- which is extremely different than selling.
  27. 27. How Fisher-Price befriended Moms
  28. 28. • #1 thing Moms do online – share pics of their kids• Personalisation: Label and organize the way they want• Automatic chronology• Control who they want to see the pics• Targets 36 mil moms who are online
  29. 29. May the Best, Buy
  30. 30. May the Best, Buy
  31. 31. Telus wins hearts and business
  32. 32. Campaign for Breast Cancer
  33. 33. Campaign for Breast Cancer
  34. 34. Calvin Klein goes intimate
  35. 35. Going Intimate
  36. 36. Going Intimate
  37. 37. Leveraging technology to facilitate Engagement?
  38. 38. Leveraging technology to facilitate Engagement? Platforms like Facebook, Twitter, Digg, MySpace, YouTube help marketers, • „Meet‟ their audience – observe them at work and play • „Share‟ the brand with their audience & • Allow their audience to “guide” the brand direction
  39. 39. Leveraging technology to facilitate Engagement? • Speed of Response • Ability to receive and provide feedback • Ability to share • On demand
  40. 40. Who is this New Consumer? Key to Engagement Solve a problem + Make it Fun = Create Brand Activists
  41. 41. Questions?

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