Edison - 07 oktober 2009




Branded Utility
Before going to the booze
• Branded utilities
  definitions
• The new world
• Combining the two
• Examples
• Conclusions
• ...
M.a.a.s
                Marketing As A Service




•Branded Utility or marketing with a
 meaning isn’t new.
•It is as old ...
1931
The oldest
example
So what is new then?
The combination of
 branded
 utility and the
 possibilities of
 internet
First things first

   Some definitions
Pinpoint
  the difference

Often used interchangeably, I prefer a distinction between

   Branded Utility:
   An overarchi...
Or another distinction




[Branded Utility] is where the brand creates a
commitment to a relationship. It's where the bra...
In a nutshell
Branded Utility =
• Genuinely useful
• Interesting
• Relational
• Creative
• Helpful
How to add value to your
brand/product
 • Innovation
 • Packaging
 • Bonuses
 • Alliances
 • Relational benefits
   – Custo...
The new
                                   possibilities

  Everything digital
  changed
  overnight
(digital does not equ...
Some philosophy

This change has
nothing to do with
technology
  – From user-
    generated content
    to user-generated
...
We’ve come a long way

        Well, ... Most of us

         the fastest growing
         group on Facebook is
         5...
“Do you think
 this is air
 you’re breathing?”
Morpheus - ‘The matrix’




Our real world is blending with our virtual
wor...
This changes
  everything
        Stop asking attention, start
        giving it.



           Giving!
Linking the two

So, we know what branded utility is
We know where the internet is...



          (Online) Branded Utilit...
Branded Utility...

 ...   was being Helpful,
        Interesting,
         Engaging              ...   is   being Helpful...
Online Branded Utility
• Is combining the benefits of the
  internet with something useful for
  the users, generating word...
Linking Branded Utility with social
media leads to Participatory
Marketing




      “Houston, we have

      a   dialogue...
A word about
          word-of-mouth

It all about boosting the customer
   experience, so hopefully consumers
   return t...
Even more benefits

• People generate   content for your
  brand
• Content is picked-up be Google



•“You are what Google ...
So, what can the new
 Branded Utility do for us?
• Enable Word-of-mouth
• Create brand ambassadors
• Pull the brand dialog...
The website as
 the branded
 utility home place

• The internet can
  serve ‘usefulness’
  like no other
  channel
• The w...
Examples:
•Kraft Ifood’s assistant
•Nike+
•Fiat EcoDrive
•Babycenter
•Starbucks
•Clorox Cleaning Advisor
•PizzaHut’s Short...
Kraft (L)earnings
• 7000 recipes
• People pay for valuable
  content: 0,99$ per download
• Kraft owns the fridge
• A daily...
Nike+



 Tune your run:
 http://www.youtube.com/watch?v=qOr5_GaGnPc
Nike+
    All about the
     experience
All media
 working
 together
 Community
            driven
Nike + big
conclusion
         All media pointing to
         the online conversion

 Selling 3,000,000 shoes
in 3 months
Fiat case
• Downloads: application to improve
  your eco-driving skills
• Eco-Ville: The community
Starbucks




The launch of MyStarbucksIdea.com, Starbucks first
online community, that takes the Starbucks Experience
outs...
A step by step cleaning advisor
Tips & Trics on how to save engery
Pizza anyone?
Why?
• Mobile
  ordering
• Internet
  ordering
• Connecting
  6200
  pizzahuts
  to users
But Wait, there is more
• What if we could link our valuable
  content to existing user communities
• Maybe Branded Utilit...
Travel
Channel
• Kidnap
  Your
  Friends
• 28%
  increase in
  site traffic
• 2,7 million
  monthly
  active users
Conclusion
            You will get
                wealthy
         if you connect
    with your audience

The high level...
What marketers should do:
• Listen and tune in
  – Gather feedback
  – Connect with your audience
• Develop services which...
Disadvantages




• The relationship must be exploited over time.
• Is there room for 2 ifood assistants?
• Junk stays jun...
So, branded Utility
• Is cool
• When linked with social media it creates
  participitory marketing
  – Participitory marke...
Sources:
•Slide Share
• Helge Tenno - New Measuring strategies I & II
• Paul Isackson
•Josh Chambers
• Frankwatching
•Cont...
What
         lies
• Augmented Reality
• Sekai Camera



     beyond?
Gettin’ real!
http://www.   virtueleopendeur.be
Thank you

www.twitter.com/pierrezi
www.linkedin.com/in/pietervandenabeele
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Cafedison Branded Utility And Social Media
Upcoming SlideShare
Loading in …5
×

Cafedison Branded Utility And Social Media

4,695 views

Published on

There's a new world outhere, our online lives are blending in on our real lives. This presentation tries to give an answer on how to market your products/brand in these circumstances.
www.edison.be
www.twitter.com/pierrezi

Published in: Business, Technology
4 Comments
24 Likes
Statistics
Notes
No Downloads
Views
Total views
4,695
On SlideShare
0
From Embeds
0
Number of Embeds
433
Actions
Shares
0
Downloads
0
Comments
4
Likes
24
Embeds 0
No embeds

No notes for slide

Cafedison Branded Utility And Social Media

  1. Edison - 07 oktober 2009 Branded Utility
  2. Before going to the booze • Branded utilities definitions • The new world • Combining the two • Examples • Conclusions • What lies beyond
  3. M.a.a.s Marketing As A Service •Branded Utility or marketing with a meaning isn’t new. •It is as old as marketing itself – We’ve always tried to give meaning
  4. 1931 The oldest example
  5. So what is new then? The combination of branded utility and the possibilities of internet
  6. First things first Some definitions
  7. Pinpoint the difference Often used interchangeably, I prefer a distinction between Branded Utility: An overarching concept focused on providing meaningful marketing that improves people’s lives and adds value to the user Branded Utilities: Tools and the actual implementation of the overarching concept Branded Utility
  8. Or another distinction [Branded Utility] is where the brand creates a commitment to a relationship. It's where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of his life.
  9. In a nutshell Branded Utility = • Genuinely useful • Interesting • Relational • Creative • Helpful
  10. How to add value to your brand/product • Innovation • Packaging • Bonuses • Alliances • Relational benefits – Customer engagement – Loyalty - reward Content is king
  11. The new possibilities Everything digital changed overnight (digital does not equal the Internet)
  12. Some philosophy This change has nothing to do with technology – From user- generated content to user-generated marketing? Brands?
  13. We’ve come a long way Well, ... Most of us the fastest growing group on Facebook is 54-60 age PROOF: http://www.youtube.com/watch?v=9qArqQYZIGI
  14. “Do you think this is air you’re breathing?” Morpheus - ‘The matrix’ Our real world is blending with our virtual world – Our everyday life becomes part of our online lives
  15. This changes everything Stop asking attention, start giving it. Giving!
  16. Linking the two So, we know what branded utility is We know where the internet is... (Online) Branded Utility is the bridge between Brands & Social Media
  17. Branded Utility... ... was being Helpful, Interesting, Engaging ... is being Helpful, Interesting, Engaging, Interactive
  18. Online Branded Utility • Is combining the benefits of the internet with something useful for the users, generating word-of-mouth, a dialogue between the brand and the audience, between users. The internet is the bridge between brands & the user’s daily life, based on interaction.
  19. Linking Branded Utility with social media leads to Participatory Marketing “Houston, we have a dialogue!”
  20. A word about word-of-mouth It all about boosting the customer experience, so hopefully consumers return the favor.
  21. Even more benefits • People generate content for your brand • Content is picked-up be Google •“You are what Google says you are”
  22. So, what can the new Branded Utility do for us? • Enable Word-of-mouth • Create brand ambassadors • Pull the brand dialogue on brand platforms • Build the relationship • Boost the google performance
  23. The website as the branded utility home place • The internet can serve ‘usefulness’ like no other channel • The website can be more than a product showcase
  24. Examples: •Kraft Ifood’s assistant •Nike+ •Fiat EcoDrive •Babycenter •Starbucks •Clorox Cleaning Advisor •PizzaHut’s Shortcut desktop app. •Pampers
  25. Kraft (L)earnings • 7000 recipes • People pay for valuable content: 0,99$ per download • Kraft owns the fridge • A daily dialogue with users
  26. Nike+ Tune your run: http://www.youtube.com/watch?v=qOr5_GaGnPc
  27. Nike+ All about the experience All media working together Community driven
  28. Nike + big conclusion All media pointing to the online conversion Selling 3,000,000 shoes in 3 months
  29. Fiat case • Downloads: application to improve your eco-driving skills • Eco-Ville: The community
  30. Starbucks The launch of MyStarbucksIdea.com, Starbucks first online community, that takes the Starbucks Experience outside the store and enables customers to play a role in shaping the company's future.
  31. A step by step cleaning advisor Tips & Trics on how to save engery
  32. Pizza anyone?
  33. Why? • Mobile ordering • Internet ordering • Connecting 6200 pizzahuts to users
  34. But Wait, there is more • What if we could link our valuable content to existing user communities • Maybe Branded Utility can finally be a successful strategy for brands to plug into the social media forces.
  35. Travel Channel • Kidnap Your Friends • 28% increase in site traffic • 2,7 million monthly active users
  36. Conclusion You will get wealthy if you connect with your audience The high level roadmap: – Listen – Give – Connect – Reward
  37. What marketers should do: • Listen and tune in – Gather feedback – Connect with your audience • Develop services which add value ‘On top of your product/service’ • Locate key ambassadors
  38. Disadvantages • The relationship must be exploited over time. • Is there room for 2 ifood assistants? • Junk stays junk • Power of word of mouth can turn into negative brand ambassadors
  39. So, branded Utility • Is cool • When linked with social media it creates participitory marketing – Participitory marketing creates brand ambassadors • Brand ambassadors do your work • Is a tool/strategy to pull the brand conversation to you in stead of in google
  40. Sources: •Slide Share • Helge Tenno - New Measuring strategies I & II • Paul Isackson •Josh Chambers • Frankwatching •Contagious - Apps are the new land-grab • Marketingcues • Flickr, youtube, twitter, facebook • The Edison team & mevrouw Vanden Abeele • you
  41. What lies • Augmented Reality • Sekai Camera beyond?
  42. Gettin’ real!
  43. http://www. virtueleopendeur.be
  44. Thank you www.twitter.com/pierrezi www.linkedin.com/in/pietervandenabeele

×