Brands began life as symbols of product quality and consistency
By the 1980s and 1990s, brands began morphing into symbols of consumer identity …
… and more recently into symbols of our social aspirations
In truth, corporations lost control of their brands the moment they became symbols of our dreams, identities and aspirations Since 2000… Has lost 31% of its brand value, or $2.9 billion Has lost 29% of its brand value, or $4.7 billion Has lost 63% of its brand value, or $7.4 billion Has lost 70% of its brand value, or $25.3 billion
THE AGE OF CONSUMER A.D.D. Welcome to the age of consumer A.D.D. An age where the abundance of information and choice has made our dedicated attention as fragmented as today’s media marketplace. With so much to choose from, we control how we spend our time with media, and much to a marketer’s dismay, this often doesn’t include watching a 30 second spot.
<ul><li>Today, People are moving away from "users," "customers," and "shoppers”. </li></ul><ul><li>They are now deliberately seeking meaningful connection, self-expression, </li></ul><ul><li>and a relevant and receptive community. </li></ul><ul><li>Consumer's don't have a short attention span; they have a short attention </li></ul><ul><li>span for the perfectly crafted, dull, self-centered sales-pitch. </li></ul><ul><li>Drastic changes in buyer attitudes toward traditional media and the </li></ul><ul><li>“ reliability” of content. </li></ul><ul><li>Consumers are demanding content that is contextual, mobile and </li></ul><ul><li>entertaining enough to be shared with friends and coworkers in any one </li></ul><ul><li>of the multiple social networking spaces they create and maintain. </li></ul>
what do your old communication model get you? Visibility? Sure. Engagement? We think NOT.
ENGAGEMENT IS A COMMITMENT Engagement is the level of ‘I do,’ and is defined by the Merriam-Webster Dictionary as an “emotional involvement or commitment.” When consumers engage with a brand, they are investing a part of themselves in the brand.
Brands are at their strongest and healthiest and most secure when the stories we tell about ourselves are the stories our employees and our customers and our suppliers tell about us. Branded entertainment has become one such strategy. … and social media allow us to share the storytelling Branded entertainment
<ul><li>Web Video -The Medium </li></ul><ul><li>83% of the web user have watched video clips </li></ul><ul><li>Most engaging and compelling medium </li></ul><ul><li>Easiest and most powerful way to get your message across </li></ul><ul><li>Eye and ear candy -video entertains </li></ul><ul><li>Has the largest share of common users </li></ul><ul><li>Unlimited creative possibilities </li></ul><ul><li>Video Clips Improve Search Engine Rankings </li></ul><ul><li>Buyers use video to make purchasing decisions </li></ul><ul><li>Video clips on website can increase sales </li></ul><ul><li>Bandwidth, technology and easy streaming </li></ul><ul><li>It’s informative, entertaining </li></ul><ul><li>Easily accessible at home, work and on the road. </li></ul>
Lower production costs , lowest distribution cost Widest reach of users, searchable Interactive, shared. MONEY IN YOUR POCKET
Unlike the old entertainment model built on the economics of scarcity, the internet offers near endless distribution opportunities. So if you become great at developing and delivering entertaining, engaging short-form content, there’s no end to the relationships that your brand can build. This means that marketing can now become a revenue source rather than just an expenditure for brands. DISTRIBUTION AT YOUR DISPOSAL
As a marketer, to survive… You cannot surround the media You have to be the media Online video needs to be at the center of strategy!
About us Devils workshop is an Digital media planning based in Mumbai, India. We provide Creative assistance, planning, strategy for the execution of multi-platform digital marketing campaigns that run across a range of social media that dawn from social networking sites, video sharing sites and sets at blogs and podcasts, exploiting the widest horizon ever entertained. We bring together best in class partners from diverse creative background to create and distribute high quality original programming across every platform, working in every genre and format, with the ability to reach any demographic, no matter how broad or narrow.
Data Credits FACEBOOK: MORE POPULAR THAN PORN Time , October 13, 2007 http://www.time.com/time/business/article/0,8599,1678586,00.html?xid=newsletter-weekly IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW, APRIL 2008 http://www.iab.net/media/file/2008_ugc_platform.pdf BRANDING 2.0 & SOCIAL MEDIA, SAMPAD SWAIN http://managementchords.blogspot.com NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007 http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf SOCIAL MEDIA MANIFESTO, BRIAN SOLIS http://www.briansolis.com/2007/06/future-of-communications-manifesto-for.html http://www.scribd.com/doc/258055/Social-Media-Manifesto-by-Brian-Solis CONSUMER 2.0 FIVE RULES TO ENGAGING A NEW BREED OF CONSUMER BY MR. YOUTH AND REPNATION MEDIA, APRIL 2008 http://www.scribd.com/doc/2898474/Consumer-20 UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008 http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW %203_20080418124523.pdf
[email_address] [email_address] SHARE SOME STUFF Devils workshop