Brand Participation Across Platforms
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A brief presentation given at the World Brand Congress 2009, Mumbai on the need to participate across silos and platforms to achieve results.
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Brand Participation Across Platforms
- 1. Participation Across Platforms: Your Brand in Social Media Alex Morrison vp consumer + brand strategy agencynet interactive twitter: alexgmorrison e-mail: alex@agencynet.com
- 4. Today, we ll discuss two main questions.
- 7. 2. What Can We Do About It?
- 9. Should I buy this product now? What is this product? Initial Awareness Understanding Consideration Purchase Is this product right for me? sing erti A dv
- 10. Am I willing to commit time/ energy to this Brand? Initial Awareness Understanding Consideration Purchase Opinion Investment Advocacy Do I like this product? Does it represent me? Should I tell my friends about this / make it a part of my identity?
- 12. In the digital world, people spend their time exploring the things they are passionate about.
- 13. MY YOUR LIFE > BRAND
- 14. “What does our consumer care about, and how can we make it better?”
- 15. By aligning with consumers passion points, brands start to earn a natural place in people s conversations.
- 16. So, what does a passion point look like? For Josh, it’s extreme sports For some, it’s music For Lindsey, it’s nightlife and For others, it’s going green social culture For Kelly, it’s tennis For Brian, it’s mountain climbing
- 17. Traditionally, we ve tended to group engagements into their respective channels- each in its own, separate lane.
- 18. But like Mumbai, the digital world has no lanes. It s all one road, shared by all.
- 19. Consumers no longer differentiate between their digital and analog lives.
- 20. As marketers, why should we?
- 22. How does a consumer form his perception of a brand?
- 26. Then Paid Media Paid Media Paid Media Paid Media
- 27. Advocacy Now Advocacy Advocacy Advocacy Advocacy Advocacy Advocacy Advocacy
- 28. Today and tomorrow, we must transition from “pushing a message” to creating a dialogue that emanates authentically from the brand.
- 29. Five Ideas to Take Away 1. Acknowledge the Shift. (Change is inevitable) 2. Be Authentic; stand for something. 3. Add value for your consumers. At any cost. 4. See One Road, not lanes. 5. Embrace the Ripple Effect.
- 30. Thank you. twitter: alexgmorrison e-mail: alex@agencynet.com