Brands In A Digitalised World Bjorn Alberts

831 views

Published on

How brands must change to perform in a digitalised world

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
831
On SlideShare
0
From Embeds
0
Number of Embeds
75
Actions
Shares
0
Downloads
28
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Brands In A Digitalised World Bjorn Alberts

  1. 1. How should your brand act in a digitalised world? Björn Alberts http://bjornalberts.com http://twitter.com/bjornalberts http://linkedin.com/in/bjornalberts bjornalberts.com
  2. 2. er n sw a e pl s im By making a difference he T By owning relevant keywords By being active in the ongoing dialogue bjornalberts.com
  3. 3. 300 000 000 users make Facebook the 4th biggest ”country” in the world – only Indien, Kina & USA are ahead Background movie from Twingly.com bjornalberts.com
  4. 4. The fastest growing segment on Facebook is 55 - 65 year-old females Background movie from Twingly.com bjornalberts.com
  5. 5. More than 1.5 million pieces of content are shared on Facebook – daily Photos, news, links... Background movie from Twingly.com bjornalberts.com
  6. 6. There are 200 000 000 blogs in the world Background movie from Twingly.com bjornalberts.com
  7. 7. 54% of bloggers tweet or blog every day Background movie from Twingly.com bjornalberts.com
  8. 8. 34% of them posts opinions about brands & products Background movie from Twingly.com bjornalberts.com
  9. 9. On YouTube 20 hours of video are shared every minute – 24/7 Background movie from Twingly.com bjornalberts.com
  10. 10. The 2nd largest search engine in the world is YouTube Background movie from Twingly.com bjornalberts.com
  11. 11. 25% of search results for the world’s top 20 largest brands are links to user-generated content Background movie from Twingly.com bjornalberts.com
  12. 12. 90% of consumers trust peer recommendations Background movie from Twingly.com bjornalberts.com
  13. 13. The market we are targeting Digital channels Social media bjornalberts.com
  14. 14. The market we are targeting is Digital channels and Social media bjornalberts.com
  15. 15. The Conversion Prism By Brian Solis & JESS3 bjornalberts.com
  16. 16. bjornalberts.com
  17. 17. 4 % 1 bjornalberts.com
  18. 18. I ? RO bjornalberts.com
  19. 19. 0 % 9 bjornalberts.com
  20. 20. Word of mouth bjornalberts.com
  21. 21. 1 World of mouth bjornalberts.com
  22. 22. 2 A world that are looked at through search engines bjornalberts.com
  23. 23. Where also your brand’s digital footprints are bjornalberts.com
  24. 24. Brand identity in a digitalised world Reduced importance Critical importance Increased importance Bought channels Acting of employees Conversing individuals Advertising Customer treatment Free channels Product Quality Sharing Innovation Links Dialogue Content CSR* Profile Juice How the brand likes What the brand is How other perceive to be perceived Employer branding the brand Design management Profile SERP** = Identity Image *Corporate Social Responsibility **Search Engine Result Page bjornalberts.com bjornalberts.com
  25. 25. ”Your brand is no stronger than your reputation – and will increasingly depend on what comes up when you are Googled” Allan Jenkins Global Communications Consultant bjornalberts.com
  26. 26. Brand communications is not about doing and saying things to people Inspired by Paul Isakson bjornalberts.com
  27. 27. Brand communications is about doing things with and for people Inspired by Paul Isakson bjornalberts.com
  28. 28. bjornalberts.com
  29. 29. Evoked set bjornalberts.com
  30. 30. Need bjornalberts.com
  31. 31. Need ≈ keyword bjornalberts.com
  32. 32. Need ≈ keyword The piles upon which we create our digital settlements bjornalberts.com
  33. 33. Need ≈ keyword Communication Bank Bredband Låg ränta Mobilt bredband Bolån Mobilt bredband kontant Bolån ränta Mobilabonnemang Bolåneränta Mobilabonnemang familj Bolånekalkyl bjornalberts.com
  34. 34. Evoked set bjornalberts.com
  35. 35. Tele2 Keyword: bredband Rank: 16 One ad bjornalberts.com
  36. 36. Tele2 Keyword: mobilt bredband Rank: 11 One ad bjornalberts.com
  37. 37. SEB Keyword: låg ränta Rank: 37 No ad bjornalberts.com
  38. 38. SEB Keyword: bolån Rank: 64 No ad bjornalberts.com
  39. 39. p le am ex In th is SEB has closed the shop Tele2 has opened in a back street bjornalberts.com
  40. 40. When she becomes a consumer she will not have any ”evoked set” created by commercials bjornalberts.com
  41. 41. Start now! bjornalberts.com
  42. 42. Google is like an onion bjornalberts.com
  43. 43. Loads of SERPs* Logged in One Google in each country Web Reviews Past year Forums Past week Videos Past 24 hours Images Recent Maps Shopping News Blogs *Search Engine Result Pages bjornalberts.com
  44. 44. bjornalberts.com
  45. 45. bjornalberts.com
  46. 46. Choose search engine • Geography which of the search engine’s top domains to focus at? • Keywords that are given by the target group’s need? Longtail? • Competition at each search engine & by the commercial keywords? • Search volume for each keyword? • Behaviour digital behaviour within the target group? • Type of product adaptable for reviews, video, forum, images etc? • Talentour own capacity to rank high on choosen keywords? bjornalberts.com
  47. 47. Many of your competitors are affiliates & experts in ranking high in the SERPs bjornalberts.com
  48. 48. Three choices: 1. Continue as of today 2. Pay affiliates to get traffic 3. Move budgets from traditional communications to digital bjornalberts.com
  49. 49. Picture from www.glasbergen.com bjornalberts.com
  50. 50. Content bjornalberts.com
  51. 51. Differentiate bjornalberts.com
  52. 52. Searchable bjornalberts.com
  53. 53. Shareable bjornalberts.com
  54. 54. Linkable bjornalberts.com
  55. 55. Distributed bjornalberts.com
  56. 56. Back-linked bjornalberts.com
  57. 57. Check-list for creativity Content Differentiate Searchable Shareable Linkable Distributed Back-linked bjornalberts.com
  58. 58. And what about the profile juice? bjornalberts.com
  59. 59. To begin with – listen in real-time bjornalberts.com
  60. 60. bjornalberts.com
  61. 61. bjornalberts.com
  62. 62. www.netvibes.com/bjornalberts#Tele2 bjornalberts.com
  63. 63. Summary Employer branding Move budgets Decide about search engines Strategy for handling competitors Ranking concept Large amounts of elevant content Always think ”links” Listen Take part bjornalberts.com
  64. 64. reveals the true identity of your brand bjornalberts.com
  65. 65. ”It’s not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change” Charles Darwin bjornalberts.com
  66. 66. Google: ”björn alberts” bjornalberts.com

×