Brand Spread Syd 09


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What is brand spread and how does it move through social networks? This was the question that was answered at BCM Sydney's What Next presentation at the Blue Hotel on 4 December 2009

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  • Brand Spread Syd 09

    1. 1. What Next Brand Spread presentation December 2009 Sydney
    2. 2. Social media - here to stay
    3. 3. “ Television won’t be able to hold on to any market it captures after the first six months. People will soon get tired of staring at a plywood box every night”. Darryl F. Zannuck, Head of Twentieth Century-Fox, 1946
    4. 4. “ I think there is a world market for maybe five computers”. Thomas J. Watson Snr, IBM Chairman, 1943
    5. 5. <ul><li>True and authentic connection </li></ul><ul><li>New opportunities to activate brand passion and affiliation </li></ul>
    6. 6. Welcome to the revolution
    7. 8. How do I surprise my consumers to make them want to share my brand?
    8. 9. Community & brand spread
    9. 10. The ingredients and methods
    10. 11. 1.
    11. 12. “ ... DON’T SUCK.” Jimmy Wales, Wikipedia Co-Founder, Sept 2008
    12. 27. <ul><li>Ensure that there is clarity around your brand and your brand idea </li></ul><ul><li>The brand idea should be sustainable for the long term </li></ul><ul><li>The interactive expression of the brand must be true to that idea </li></ul><ul><li>Build the brand based on human insight - it makes sharing easier </li></ul>Spread it
    13. 28. 2.
    14. 29. <ul><li>Creatively this opens up an entirely different way of thinking </li></ul>
    15. 37. <ul><li>Create stuff worth sharing </li></ul><ul><li>Make it engaging </li></ul><ul><li>Know your community </li></ul><ul><li>Think about how sharing can facilitate growing your on-line community </li></ul>Spread it
    16. 38. 3.
    17. 39. The power of recommendation
    18. 42. <ul><li>Think of your brand’s interactive assets as a digital campfire - warm, friendly, and social </li></ul><ul><li>Fuel that fire with a planned approach to content </li></ul><ul><li>Building community is a strategy, not a tactic </li></ul>Spread it
    19. 43. 4.
    20. 44. Visible
    21. 46. Method for brand spread
    22. 47. <ul><li>When planning an interactive asset ensure that traffic is considered and budgeted for </li></ul><ul><li>Remember that online and offline activity should work together </li></ul><ul><li>Sustain traffic driving post launch </li></ul>Spread it
    23. 48. 5.
    24. 49. <ul><li>What have you got to say? </li></ul><ul><li>What value do you have to bring? </li></ul><ul><li>How can you use the community to create relationships? </li></ul>
    25. 52. 500,000 views 1,000,000 downloads
    26. 53. <ul><li>Your interactive assets are an ongoing work in progress </li></ul><ul><li>Multi-platform approach generates more eyeballs, more exposure, and more opportunity for community building </li></ul><ul><li>Interactive assets can evolve to long term business tools, platforms or products </li></ul>Spread it
    27. 55. Follow us on Twitter
    28. 56.