Creating Experiences - Brands, Social, and More


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Presentation discusses how humans are native to experiences and how social media isn't new but recently amplifies them. Touches also on the creation of brand.

Published in: Business, Technology
  • I think all communication is social. Communication by nature is the exchange of knowledge or information between two or more individuals through personal engagement. I don't think anyone could say that that isn't a social interaction.
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  • Not wanting to shake things up but I disagree with adexchanger on the social media issue. The telephone (especially early party lines) were social media, written snail mail correspondence was social media, as were letters to the editor and chain letters and pen pals organizing through Tiger Beat magazine, etc.
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  • Fantastic presentation darren - I will definitely being linking to this on my blog. Cheers :)
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  • Interesting food for thought. This is the kind of presentation where i light candles and break out the hookah for long discussion.

    I'm also struck that this a presentation about how ad agencies can make themselves relevant in the future. And, it makes a good case.

    I disagree with your idea about 'social' at the beginning. Maybe it's the wrong word (I'm still waiting for a book deal) but I don't think 'social' existed before the Internet. Communication cannot be led by the brand as it once was. Now, the goal is to have the brand chosen to be part of the consumer's world by the consumer. So the question becomes, how do you best make the brand available? Transparency, honesty, illumination... i.e. add value.

    But, in my opinion, you nail it when you say one P&L, one ego.

    I really don't think many agency people get this. There are too many sycophants and not enough people working together in agencies - working with each other, the client, the brand and for the consumer. Combining these four drives the 'P' rather than the 'L' and enables agencies to add value in social media, or whatever you want to call it.
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  • Nice.
    Very nice.
    All media = social media. 1 mind, 1 heart there.
    1 P&L, 1 ego. Razor sharp.
    Much to chew on here.
    Thanks, Darren
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Creating Experiences - Brands, Social, and More

  1. 1. Social Media & Experiences Darren Herman Covering My Ass: All views and thoughts expressed in this document are mine personally and do not represent my employer. If you have any questions with the material contained herein, please reach out to me at @dherman76 or thru
  2. 2. Before we begin, I just want to state on the record that I hate the term “social media” and that all media was, is, and will continue to be inherently social… Social media is a term that many people overuse to get consulting gigs, book deals, and remnant ad budgets.
  3. 3. Lets begin.
  4. 4. [I’m assuming] you were born with a mouth.
  5. 5. While you were developing your voice, you began developing your brand. What your brand stands for, is up to you.
  6. 6. Brands are amplified:[historically] in-person, telephone, and written conversations. 2 people generally participated in these conversations.
  7. 7. In some cases, brands go beyond intimate. [insert celebrity of choice – Brad Pitt, Angelina Jolie]
  8. 8. But for the vast majority of us, the late 1990s saw the end of intimate brands.
  9. 9. Humans are born brands…. …. And technology has allowed for amplified voices.
  10. 10. [Brands] need to better understand how consumers react to their product, services, and identity.
  11. 11. The smartest people in this world listen before speaking. …Brands should be listening too. But not react…yet.
  12. 12. Why not react, you might ask? Simple: what is your overall strategy? Ha, thought so.
  13. 13. … and the strategy should not be limited to online advertising. Pssst! Television, Print, Radio, and OOH aren’t dead. Sorry.
  14. 14. Using technology as an enabler, we’ve shifted addressable media to addressable consumers.
  15. 15. Every single consumer you have touched has an opinion of you…. I know their opinions… Curious?
  16. 16. Positive Neutral Negative
  17. 17. Neutral opinions of your brand are the worst. Whatever experience you delivered was indifferent to the consumer and thus, a waste of time and money.
  18. 18. Negative opinions can be addressed and generally provide enough feedback to help correct an issue.
  19. 19. So now that we know people are talking about our brands, how do we stand out? Simple: provide an interesting experience.
  20. 20. Who took you to your first Yankee game?
  21. 21. Who was your first kiss?
  22. 22. What was the first car you ever owned?
  23. 23. You remember every one of these… why? They were experiences…. Sometimes great – and sometimes bad. But you remembered.
  24. 24. Experiences have always blurred the lines of advertising, media, product development, and customer service.
  25. 25. We now have a systematic problem that needs to be solved: The flaw has been exposed in which companies must unite their silos in order to react [and proact] with consumers.
  26. 26. Who answers this tweet?
  27. 27. Who responds to this blog comment?
  28. 28. Time to figure this out. But not this second.
  29. 29. Once we figure out our [brand] response protocol, lets start participating.
  30. 30. Interesting Experiences + Conversation = Memories
  31. 31. creative, media, product development, business intelligence, customer service, and any other stakeholder of a brand need to work together, not against each other. One P&L, One ego.
  32. 32. Where do we go from here? Listen Create interesting experiences Communicate
  33. 33. Darren is a serial entrepreneur, adviser, and board member within the media, advertising, and technology industries. Mr. Herman is fascinated with the white- space that exists between the above industries and looks for companies who try and bridge them together. Darren's belief is that 98% of ideas aren't really new; they are repackaged and spun differently to the marketplace. He's been through the first and second dot com wave, and learned quite a few lessons and look forward to applying them to his latest endeavors. Over the past few years Darren has started and/or been involved with several companies including IGA Worldwide, The Media Kitchen, MDC Partners, Varick Media Management, FortuneCity, Shopflick, and many others. Herman has raised over $40MM for his own ventures and helped raise $30MM+ for ventures he's working with. Herman has won numerous awards during his career for both execution and innovation but most notably, BusinessWeek's Top Entrepreuenr Award in 2006. Darren Herman / @dherman76 © 2009 / Creative Commons Attribution-No Derivative Works 3.0 United States License