What does the Brand Ecosystem mean for Digital Strategy?


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The Brand Ecosystem: What does it mean for Digital Strategy?

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What does the Brand Ecosystem mean for Digital Strategy?

  1. 1. The Brand Ecosystem: What it means for digital strategy Andrew Kolb @kolby84
  2. 2. Brand Ecosystems What? Why? Objectives? How?
  3. 3. What
  4. 4. Definition of a brand ecosystem it’s an organic model,  where the role of the brand is to listen to the conversations happening around it, energise those conversations with interesting content and experiences. It’s all about giving the ‘brand community’  something to talk about within their own personal social networks and ‘influencers’ are then able to add momentum to your ideas.
  5. 5. Red Bull are kings of fuelling their ecosystem, by constantly fuelling their ‘energy ecosystem’ with new content, stories, the Red Bulletin, controversies, world records, rumours about their ambassadors etc.   A key element of creating a Brand Ecosystem is to embrace the Participative Branding approach. Participative Branding is how a company engages and behaves with consumers across channels and over time to earn both their attention and their participation through experiences. It’s also about how consumers engage with each other.
  6. 6. Definition of a digital ecosystem the complex of a community of digital devices and their environment functioning as a whole. A complete digital ecosystem consists of hardware, software, and services. All play a particular role in the ecosystem in order for it to function as a whole. Based on the design of the hardware, the function of the software, and the services provided, ecosystems can target specific parts of the market or the market as a whole. The important thing about ecosystems is that they create dependencies. These dependencies can lead to consumer loyalty.
  7. 7. The digital ecosystem Google has created, unlike many businesses, thinks first like a services company and then works backwards. While Apple and Microsoft think more from a hardware and or software viewpoint first, Google thinks first and foremost like a services company.
  8. 8. Why
  9. 9. Insight We are in the middle of a big shift. Brands are losing control and its now well and truly in the hands of the consumer.
  10. 10. 2006: Insight
  11. 11. Insight Brand, PR, Digital, ATL, Sponsorship and Events are merging. Brands must shift from leading to being led. Its time to adapt and create the tools so we can get back in the drivers seat
  12. 12. When brands launched into digital they had..... website Source: http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
  13. 13. Then they had connected products & services iPod itunes Source: http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
  14. 14. Then they had connected products & platforms Source: http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
  15. 15. Now they have Ecosystems............
  16. 16. Ecosystem: a community of channels and their environment functioning as a whole to build relationships with consumers, also adding new channels where it makes sense to connect to new audiences.
  17. 17. Examples
  18. 18. Apple Mac iPod iPhone iPad Source: http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work 
  19. 19. Nike Source: http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
  20. 20. Google Source: http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
  21. 21. We can see Nike connects everything with the consumer where-as for traditional brands the channels are more about giving the brand different ways to broadcast campaign messages.
  22. 22. If we consider any traditional FMCG brand as an ecosystem and the role of digital within it you can begin to understand why an ad-hoc approach to brand and marketing fails to deliver against brand objectives. Within the digital space brands are about consistently telling a unique story and engaging with an audience who shares their views as part of the conversation. A brand needs a story to connect its components together to provide content for dialogue and to feed its growth much like a nutrient cycle in an ecosystem.
  23. 23. Market Leaders
  24. 24. “We do cool shit...not advertising” Simon Penstridge - UK Marketing Director Nike
  25. 25. BE PART OF THEIR LIVES, INFUSE YOUR BRAND INTO THE CULTURAL CONSCIOUSNESS “We don’t do advertising any more. We just do cool shit, it sounds a bit wanky, but that’s just the way it is. Advertising is all about achieving awareness, and we no longer need awareness. We need to become part of people’s lives and digital allows us to do that.” The recent , Nike Grid idea was a great example of fusing the real world with an amazing digital gaming experience where London was their playground.
  26. 26. Nike Grid - 24hrs, 40 postcodes get running. Nike Grid, is a 24hr challenge to run as much as you can across London, checking in at phone boxes across London’s 40 postcodes. You earn points and badges as you check in to phone boxes, with one person crowned the king after 24hrs. Facebook connect integration to drive the competitive element. Great idea for London youth using the streets as your playground,  tapping  into their competitive side and using geo location technology in a simple yet fun way.
  27. 27. 80% PRODUCTION SPEND, 20% MEDIA SPEND “Some of our best campaigns have been the cheapest to create because they’ve caught the imagination of users and then taken off like wildfire”. Nike Bootcamp in 2008 was a brilliant example of entertainment, utility and social working together seamlessly.
  28. 28. EMBRACE A FAIL FORWARD APPROACH “We’re pushed to take risks in everything we do as long as we’re enabling the athlete to be better, Sure, we’ll get some things wrong but you’ve just got to go for it.”
  29. 29. AN OVERALL CHANGE FOR NIKE MEANS WHAT? Nike have changed from talking about a product to talking about what you want the product associated with e.g Nike does not talk about its product of shoes/clothing it associates itself with/ creates events that people that its product would be interested in.
  30. 30. What are the themes of an ecosystem?
  31. 31. Collaborative
  32. 32. Open and Transparent
  33. 33. Self Organising
  34. 34. Always Evolving
  35. 35. Objectives
  36. 36. Why?
  37. 37. Data and Relationships The future of digital all boils down to data and relationships to deliver growth for brands, by strengthening their connections with consumers. The more brands create and exploit digital platforms effectively, the stronger the consumer relationships, the more valuable the data. The businesses who win this future are ones that understand it is dialogue that drives these digital connections.
  38. 38. What does this mean for brands? Developing a greater connection with consumers to address the issue of loyalty. Create greater marketing efficiencies so that the brand can begin to not rely so heavily on traditional media. Hero the brand through engaging relevant content which in turn will drive brand preference.
  39. 39. How?
  40. 40. CONTENT
  41. 41. Where?
  42. 42. The content will come from the activity created in the brand ecosystem and will energise and fuel the digital platform.
  43. 43. How
  44. 44. Phases of an ecosystem Define/Refine The foundation of a digital ecosystem is strategy Create Content is what fuels a digital ecosystem. Measure Managing the success of a digital ecosystem is critical
  45. 45. Define/Refine
  46. 46. Website Traffic source Paid Earned Owned Content type Crafted Curated Social Experience Discover Learn Solve Inspire Behaviour mode Exploratory Goal-directed Educational Blog Facebook Twitter YouTube Mobile
  47. 47. Example Brand Ecosystem Recommendations FROM TO There is little content captured at events and no incentive for consumers to create their own. Driving brand preference by enabling the brand to bring freedom to consumers and make them feel optimistic and alive. No connection between each of the touch points for the consumers. Giving people experiences through rich branded content and using digital as a mechanic to drive consumers to events. Recognition of a high level of engagement by consumers is not included. Creating experiences using the creative platform is not energising the digital platform. Within products and services the brand is not offering any further value to consumers in regards to innovation or utility. Creating more value for the brand by driving consumers to engage with more than one touch point. Developing a loyalty aspect to the ecosystem that leverages experiences and exclusives through sponsorships and places of worship. Build innovative and interactive tools to increase consumer engagement in the ecosystem
  48. 48. Digital Platform
  49. 49. Example of a Brands Current Digital Ecosystem Web BRAND YouTube Mobile Twitter Facebook
  50. 50. Example of Brands Current Consumer Experience Brand Campaign Site Website Content Win Comps Facebook Posts Data Capture Creative Platform Content Win Event Data Capture Sponsorship News
  51. 51. Proposed Brand Digital Ecosystem Reach Engagement Advocacy Hub
  52. 52. Proposed Brand Digital Ecosystem Reach Audience Digital Territory Engagement Advocacy Hub
  53. 53. Proposed Channel Map Creative Territory Reach Behaviour Content Engage Apps YouTube Brand Website Campaign 1 Campaign Campaign Sites 3 Twitter Facebook Content Campaign 2 Convert Instagram Blog Mobile Loyatly Club
  54. 54. Example Role of Digital Channels HUB Develop a connection with the consumer and be central repository for content FACEBOOK Distribute content and generate awareness for the brand within the social space MOBILE Connect with consumers at key events and sponsorship opportunities to drive further engagement and beer in hand moments YOUTUBE A central hub for video content and a creating awareness for the brand. BLOG A place for longer forms of content to be live and to create deeper engagement with the consumer whilst building credentials for the brand. INSTAGRAM Create further engagement opportunities for the brand and a key channel to distribute branded content to consumers TWITTER A channel for the brand to be involved in online conversations that are occurring about the brand and drive reach.
  55. 55. Cheers!