Don't worry - this is a hypothetical metric but it should make you thinkHow effective is your brand online?How do you know?Exactly where and how are you found?
Your brand is the intersection of a collection of core attributes - live, real-time & ever-changingI've listed 5 things here but there are many more elements that make up your brandCombine any 2 of these and you can start creating strategies that will help you achieve your goals & objectivesFor example, 'How might you integrate conversations? ' How about add Mahalo Q&A's feed into your website to bolster trust?
When you give, you get
TXU energy had a bad rapNot eco friendlyCreated tools to help educate consumers & lower their power billPositive pressCreative-Spark.com - creative agency
When you think about your integrated marketing strategy , your customers should be the focus.Everything radiates out from there
Initial campaign was for Sundance, 180,000 peopleIntegrated mktg approach took a small program and created a much larger impactSocial media, live events, print, video, etc.
Integrated marketing is great in theory, but it's hard to put into practice
Who is your Chief API Officer?
When brands refuse to be transparent, others will do it for them.Project Label - Scoring brands based on socially conscious issues such as: product safety, community impact, worker treatment, waste management, etc.Heardable.com - Scoring brands based on overall online effectiveness .
Brandformers: Integrated Brand Marketing Strategies Based on Consumer Engagement
BrandformersIntegrated Brand Marketing Strategies Based on Consumer Engagement Jon Samsel - Marketing Forum 2010 - Richmond Events - Doral Resort, Miami FL<br />
There is really only one metric that means anything in business: how well you're doing against your competition. <br />2<br />
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 />
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 />
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 />
CASE STUDY: INTERACTIVE ENGAGEMENT<br />Agency: Creative-Spark.com<br /><ul><li> Customer participation + real energy savings = loyal brand advocates
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 />Tactics<br />14<br />
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
Reengineering Often Required<br />[data, content, technology, platforms & approaches]<br />Source: New Integrated Marketing, Symmetri<br />17<br />
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 />
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 />
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 />
Source: Culturecasting by Gunther Sonnenfeld<br />21<br />
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 />
successful brands are about people<br />[memorable customer stories that connect emotionally]<br />23<br />
Source: Culturecasting by Gunther Sonnenfeld<br />24<br />
expectations not met get noticed<br />25<br />
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