Sm Pres3 Final

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Sm Pres3 Final

  1. 1. Latest Tools and Strategies for Big Companies Bryan Simkins: FedEx Advertising October 22 nd 2009
  2. 2. Big Companies and Social Media: The Perception
  3. 3. Big Companies and Social Media: The Perception
  4. 4. Big Companies and Social Media: The Perception
  5. 5. Big Companies and Social Media: The Perception
  6. 6. Big Companies and Social Media: The Perception
  7. 7. Big Companies and Social Media: The Perception
  8. 8. Big Companies and Social Media: The Perception
  9. 9. The Old Cliché
  10. 10. Big Business: Where Did It Come From? <ul><li>Characteristics: </li></ul><ul><li>Mass producers of homogeneous goods </li></ul><ul><li>Capital-intensive with high fixed costs; </li></ul><ul><li>Exploited efficiencies of volume production </li></ul><ul><li>Benefits: </li></ul><ul><li>Technological changes </li></ul><ul><li>Reductions in transportation costs </li></ul><ul><li>Feasible to produce in one location and then ship the product to market, instead of producing where the market was located </li></ul><ul><li>Criticisms : </li></ul><ul><li>Influence of Government </li></ul><ul><li>Influence over labor </li></ul><ul><li>Influence over markets </li></ul>
  11. 11. We’re All Connected!
  12. 12. Brands Emerge <ul><li>Brands in the field of mass-marketing originated in the 19th century </li></ul><ul><li>Industrialization moved production from local communities to centralized factories </li></ul><ul><li>When shipping their items, the factories would literally brand their logo or insignia on the barrels used, extending the meaning of &quot;brand&quot; to that of trademark. </li></ul><ul><li>The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. </li></ul>Trust : reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence.
  13. 13. World’s First Brand
  14. 14. Trust In People Was Replaced By Trust In Brands
  15. 15. Definition of Markets Change
  16. 16. Changed How We Communicated With Our Customers The Ad The Press Release Customer Service
  17. 17. Marketers and Public Relations Professionals Are Like The Great Oz
  18. 18. This Was Awesome For About 100 Years!
  19. 19. Tennessee Messes Everything Up!
  20. 20. Now We’re All REALLY Connected!
  21. 21. And We’re Obsessed About Being Connected…
  22. 22. Create Places On The Web Where We Can Connect
  23. 23. Let’s Connect To Our Favorite Brands
  24. 24. How Do You Connect To a Brand?
  25. 25. Look Familiar?
  26. 26. What Now? How Do We Get In This Game? <ul><li>Make content distributable </li></ul><ul><li>Leverage digital connectivity to embed brands into your life </li></ul><ul><li>Listen in and observe what’s being said </li></ul><ul><li>Figure out how the technology that created this mess can help us solve it </li></ul>
  27. 27. Making Content Distributable
  28. 28. Make Content Distributable <ul><li>Api’s let users and customers share content on your behalf </li></ul><ul><li>Self-selection of targeted message </li></ul><ul><li>Peer influence brand can’t achieve </li></ul><ul><li>Opening up the corporate enterprise by separating content and automation </li></ul>
  29. 29. Make Content Distributable
  30. 30. Make Content Distributable
  31. 31. Embedding Brands In Digital Life
  32. 32. Embedding Brands Into Digital Life
  33. 33. Embedding Brands Into Digital Life
  34. 34. Embedding Brands Into Digital Life
  35. 35. Embedding Brands Into Digital Life
  36. 36. Embedding Brands In Digital Life
  37. 37. Monitoring and Listening
  38. 38. Monitoring and Listening: Inside
  39. 39. Embedding Brands Into Digital Life: Yahoo! Buzz - Outside
  40. 40. Listening and Observing: Google Trends – Outside
  41. 41. Listening and Observing: Google AdWords - Outside
  42. 42. Listening and Observing: Google Alerts - Outside
  43. 43. Listening and Observing: Google Reader - Outside
  44. 44. Listening and Observing: Yahoo! Pipes - Outside
  45. 45. Listening and Observing: Paid Monitoring - Outside
  46. 46. Listening and Observing: Paid Monitoring Analysis - Outside
  47. 47. Listening and Observing: Free Monitoring - Outside
  48. 48. Listening and Observing: Sentiment Analysis - Outside http://text0.mib.man.ac.uk:8080/opminpackage/opinion_analysis
  49. 49. Ready To Start Talking! Put Me In Coach!
  50. 50. Ready To Start Talking!
  51. 51. Ready To Start Talking!
  52. 52. Ready To Start Talking!
  53. 53. Ready To Start Talking!
  54. 54. Ready To Start Talking!
  55. 55. Ready To Start Talking! <ul><li>Monitor and influence entire web from a single location </li></ul>
  56. 56. Tools And Strategies For Big Companies
  57. 57. Bryan Simkins: FedEx Advertising [email_address] Tools And Strategies For Big Companies

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