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BrandformersIntegrated Brand Marketing Strategies Based on Consumer Engagement Jon Samsel - Marketing Forum 2010 - Richmon...
There is really only one metric that means anything in business: how well you're doing against your competition.  <br />2<...
	How well you're doing seems to be fairly straightforward: <br />Just look at the revenue, right?<br />	But the brand is i...
when is a wedding gown just a dress?<br />and not a Vera Wang?<br />4<br />4<br />
when is a suit just a suit<br />and not an Armani?<br />5<br />5<br />
when is a tractor just a tractor<br />and not a john deere?<br />6<br />6<br />
what makes on invisible brand visible?<br />what makes an invisible brand visible?<br />7<br />7<br />
Portable<br />Shareable<br />Sociable<br />Brandformers Are Highly Visible<br />Actionable<br />Searchable<br />Measurable...
question to brand managers: what is your click-to-findability ratio?<br />9<br />9<br />
YOUR BRAND IS A DELICATE ECOSYSTEM<br />10<br />
engagement grid<br />reciprocity & interactivity are brand amplifiers<br />11<br />
When people interact<br />they are more likely to transact.<br />The experience is the brand.<br />Interactivity is fun<br...
CASE STUDY: INTERACTIVE ENGAGEMENT<br />Agency: Creative-Spark.com<br /><ul><li> Customer participation + real energy savi...
 TXU brand perception changes to an environmentally aware corporation
 Outstanding Achievement Award from the Interactive Media Council</li></ul>13<br />
Integrated Consumer Engagement<br />Customer <br />is at the center <br />Objectives<br />Goals<br />Strategies<br />Tacti...
Case Study: Integrated Marketing<br />G-Tech by Hitachi<br />Goal: Amplify the consumer <br />conversation beyond traditio...
Twitter impressions at 1,693,307
Blog impressions at 2 million
Social Chatter increased by 5x
Positive interaction on all Social </li></ul>Channels<br /><ul><li>Facebook fans went up 1.5x
Twitter followers went up 2.5x
YouTube unique views  at 60,000
$85,181.39* website revenue on </li></ul>G-Technology.com  in 10 days<br />Agency: LoomisGroup.com<br />15<br />
16<br />
Reengineering Often Required<br />[data, content, technology, platforms & approaches]<br />Source: New Integrated Marketin...
Marketers Feel Overwhelmed<br />Know it all.<br />Do it now.<br />Brand is sacred.<br />Resources tight.<br />Show me ROI....
TRADITIONAL<br />WEBSITE CONTENT<br />Social +Data is <br />500x larger<br />SOCIAL + DATA<br />Deep Web Challenge<br />Br...
Brands are trying hard to be part of the social conversation.<br />The rub is, many online communities <br />don't want yo...
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Brandformers: Integrated Brand Marketing Strategies Based on Consumer Engagement

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Presentation by Jon Samsel at the Marketing Forum 2010, Richmond Events, April 25-27, Doral Resort, Miami, Florida.

Published in: Business

Brandformers: Integrated Brand Marketing Strategies Based on Consumer Engagement

  1. 1. BrandformersIntegrated Brand Marketing Strategies Based on Consumer Engagement Jon Samsel - Marketing Forum 2010 - Richmond Events - Doral Resort, Miami FL<br />
  2. 2. There is really only one metric that means anything in business: how well you're doing against your competition.  <br />2<br />
  3. 3. How well you're doing seems to be fairly straightforward: <br />Just look at the revenue, right?<br /> But the brand is important too.<br />3<br />
  4. 4. when is a wedding gown just a dress?<br />and not a Vera Wang?<br />4<br />4<br />
  5. 5. when is a suit just a suit<br />and not an Armani?<br />5<br />5<br />
  6. 6. when is a tractor just a tractor<br />and not a john deere?<br />6<br />6<br />
  7. 7. what makes on invisible brand visible?<br />what makes an invisible brand visible?<br />7<br />7<br />
  8. 8. Portable<br />Shareable<br />Sociable<br />Brandformers Are Highly Visible<br />Actionable<br />Searchable<br />Measurable<br />8<br />
  9. 9. question to brand managers: what is your click-to-findability ratio?<br />9<br />9<br />
  10. 10. YOUR BRAND IS A DELICATE ECOSYSTEM<br />10<br />
  11. 11. engagement grid<br />reciprocity & interactivity are brand amplifiers<br />11<br />
  12. 12. When people interact<br />they are more likely to transact.<br />The experience is the brand.<br />Interactivity is fun<br />Engagement is empowering<br />Brand recall is higher<br />Remarkable experiences are viral<br />People buy from brands they love<br />12<br />
  13. 13. CASE STUDY: INTERACTIVE ENGAGEMENT<br />Agency: Creative-Spark.com<br /><ul><li> Customer participation + real energy savings = loyal brand advocates
  14. 14. TXU brand perception changes to an environmentally aware corporation
  15. 15. Outstanding Achievement Award from the Interactive Media Council</li></ul>13<br />
  16. 16. Integrated Consumer Engagement<br />Customer <br />is at the center <br />Objectives<br />Goals<br />Strategies<br />Tactics<br />14<br />
  17. 17. Case Study: Integrated Marketing<br />G-Tech by Hitachi<br />Goal: Amplify the consumer <br />conversation beyond traditional <br />methods of advertising and events<br />Bloggers<br />G-Technology.com<br />Results:<br /><ul><li>Press impressions at 5,318,292
  18. 18. Twitter impressions at 1,693,307
  19. 19. Blog impressions at 2 million
  20. 20. Social Chatter increased by 5x
  21. 21. Positive interaction on all Social </li></ul>Channels<br /><ul><li>Facebook fans went up 1.5x
  22. 22. Twitter followers went up 2.5x
  23. 23. YouTube unique views at 60,000
  24. 24. $85,181.39* website revenue on </li></ul>G-Technology.com in 10 days<br />Agency: LoomisGroup.com<br />15<br />
  25. 25. 16<br />
  26. 26. Reengineering Often Required<br />[data, content, technology, platforms & approaches]<br />Source: New Integrated Marketing, Symmetri<br />17<br />
  27. 27. Marketers Feel Overwhelmed<br />Know it all.<br />Do it now.<br />Brand is sacred.<br />Resources tight.<br />Show me ROI.<br />Test first.<br />Few standards.<br />Confusing tools.<br />Customers gone wild.<br />Limited skill sets.<br />Hiring freeze.<br />Just launch it already.<br />How to measure?<br />What to measure?<br />What's an API?<br />Benchmark it.<br />Monitor and then what?<br />Drive more traffic.<br />Increase sales.<br />Interdepartmental silos.<br />18<br />
  28. 28. TRADITIONAL<br />WEBSITE CONTENT<br />Social +Data is <br />500x larger<br />SOCIAL + DATA<br />Deep Web Challenge<br />Brand-generated content <br />is dwarfed by <br />conversations and data feeds about your brand.<br />19<br />Source: http://oedb.org/library/college-basics/invisible-web<br />
  29. 29. Brands are trying hard to be part of the social conversation.<br />The rub is, many online communities <br />don't want you there.<br />Unless you have something <br />of value to offer -- and you <br />can do it in an honest, <br />straightforward and <br />transparent way.<br />20<br />
  30. 30. Source: Culturecasting by Gunther Sonnenfeld<br />21<br />
  31. 31. I Now Pronounce You: Monetized<br />JK Wedding Entrance Dance Video: Reactive Social Media Strategy<br />[ UGC + zero development costs + YouTube + 48 million views + zero video streaming bandwidth fees + copyright infringement + Sony monetization via click to buy text ads = bumper payday for YouTube, Sony, and Chris Brown + celebrity status for newly married couple & bridal party ]<br />22<br />
  32. 32. successful brands are about people<br />[memorable customer stories that connect emotionally]<br />23<br />
  33. 33. Source: Culturecasting by Gunther Sonnenfeld<br />24<br />
  34. 34. expectations not met get noticed<br />25<br />
  35. 35. Brandformer<br />
  36. 36. Heardable.com<br />the world's first and only online brand optimization tool<br />
  37. 37. What The Pros Are Saying<br />The genius of Heardable is that it accounts for every possible dimension of a site and illustrates how it can be enhanced. <br />- Charlie Quirk, Account Executive, Overland Agency<br />Our clients love Heardable. It really helps them discover how effective they are online, what their competitors are doing, and what they can do to get better. <br />- Krim Stephenson, Practice Leader, Arlington Mill Group<br />I finally found a no-nonsense, independent measure for my company web site. Forget the advice you get from the IT department, this is the real deal. <br />- Michael Leahy, Director, Wontok Enterprises<br />
  38. 38. What's Your Heardable Score?<br />ph 310-402-2980<br />email marketing@heardable.com<br />site heardable.com<br />Copyright 2010 Heardable, Inc. 15456 Ventura Blvd., Suite 201 Los Angeles CA 91403<br />

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