Interbrand - iStrategy Atlanta

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  • Mlk 1963, no flash mob, pre twitterDiff from branding a dig strategy
  • Talk about influence and tie to ROI of any strategy…usually that ROI is something like # fans, #retweets, page views…
  • Think about the role that brands play in the experiences of both our customers and employees. What business are we really in? Products and services? Go one by one through panel… is eliz selling rooms or rewarding our hard work with luxury experiences, is kristin selling ads or fueling the social web that we are so addicted to, is don in the media business or in the business of laughter, is sam developing technology or enabling peoples dreams.Flip these two words around for the next hour.
  • 1. Inside out2. Tie back to choice premium and loyalty…
  • Employeesarent clear on what to do with digital and due to lack of funding and resources, have no role. Who does this sound familiar to? [Ask crowd]. Spoke to 1000’s of brands.. Research echoed recurring themes from our day to day work with clients.
  • How important is innovation to the ATT brand? What is TIP? How does it work? What has the result been? How may empl at ATT, how many are using TIP?
  • Twitter and Facebook are big here, but there are other leaders in other regions of the world. How do you keep ahead of the digital game from a global perspective as adoption and interaction might be lesser or more? How do you protect the corporate brand when your individual hotels have the power speak on behalf of the brand independently? Can speak about the central guest services division and local hotel responses - great responsivenessWe’ve spoken before this about the Brand Manager platform you have and how you intend for it to be less of a “toolkit” in the traditional sense, but more a living, breathing space that works for your culture. Can you talk a little about that? We’ve spoken about the re-launch of the Four Seasons website to better fit the way customers want to interact with the brand. What are you adding and what are you leaving out?
  • What matters most – how do you use digital to achieve it??Also, the lengths they go to understand customer preferences and pay attention to trends in customer feedback.
  • Proof points- walk the talk.GAIN FEEDBACK FROM CUSTOMERS DIRECTLY
  • Four Seasons magazine – closed circle distribution to guests. Not just focused on hospitality but more widely on lifestyles and destination, epicurean experiences, shopping. Launching again, optimized for tablet use. Engage with brand but not in an overt way.
  • In the world of comedy, an irrelevant joke is utterly painful. (carolines story)
  • Your demographics spread far and wide across channels. How do you provide digital interactions that individual audiences are familiar with, while still trying new things? talk about growing with their audiences. Tumblr not right for people watching TV Land, but making sure to cross-promote programming across channels (Roast of Charlie Sheen) where possible so everyone meets their viewership goals. South Park and a few other shows have their own sites, apart from the Comedy Central site. What’s special about those shows and how much does Comedy Central control or give up control in conversations on those sites?perhaps they have cult followings, Don mentioned that South Park characters are never in ads out of context of their show.Your brand’s platform is to make people laugh more. How do you quantify success with that goal?
  • People are not paying attention. Head in the sand when it comes to their offering. When we audit our customers brand experiences, we usually find what we call a “sea of sameness”95% of your brand strategy is around digital. What advice do you have for brands looking to reposition their focus on digital? chance to talk about why digital isn’t a channel or add-on, it’s how you should think about marketing Be an authentic part of conversation rather than sending tons of tweets or buying ad space on FacebookWith complete internal marketing, buying and creative functions, what kind of training is provided to new and exciting employees to keep them current on the evolution of the AOL brand and its properties? opportunity to talk about Run With It program, online expert trainings, owners of collateral field questions/comments directly
  • 1. Nothing here mentions advertising2. they use screensavers as a digital asset - employees come back to this message as a constant reinforcement of internal values. Differentiated from other efforts. Not afraid to flex
  • When everyone is trying to be social, you GETTING BEHIND social.My social web could use some fuel (puppies, kittens and babies)
  • For the group: anyone to answerHow can brands go from individual communication tools to a more cohesive brand experience?Social media is a reflection of our experience, but not necessarily the experience itself—its collectiveYou manage brands with multiple properties, both on the web/tv/and actual properties in the case of the Four Seasons (more AOL, MTV, FS). How do you give local brands the power to flex in the digital space, while remaining close to the parent brand? You all come from large, global brands. How do you foster an environment of internal collaboration with different properties, goals, and resources that ladder back to the parent brand? In a world where your customers sometimes lead your message more than you do, how do you retain or release control? What role do you want your brand to play in people’s digital lives? What metrics indicate success for you and your brand? What are the best and worst days you’ve ever had on the job?
  • Be what you say, and do what you are.
  • Interbrand - iStrategy Atlanta

    1. 1. Influencing the masses<br />Creating a digital brand strategy<br />September 13, 2011<br />
    2. 2. The panel<br />Jeff <br />Mancini<br />Interbrand<br />Senior Director,<br />Digital Strategy<br />@jeffmancini<br />| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />2<br />FPO<br />Kristin<br />Kovner<br />AOL<br />Senior Director of Marketing<br />@kristinkovner<br />Elizabeth <br />Pizzinato<br />Four Seasons Hotel and Resorts <br />VP Brand Communication<br />@epizzinato<br />Sam<br />Zellner<br />AT&T<br />Executive Director, Innovation<br />@samzellner<br />Don<br />Steele<br />MTV Networks<br />VP Digital Marketing<br />Comedy Central<br />@donsteele<br />
    3. 3. 3<br />| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />
    4. 4. We believe that brands influence three things…<br />4<br />choice<br />Drive<br />premium<br />Command<br />loyalty<br />Engender<br />| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />
    5. 5. “A revolution does not happen when society adopts new tools, it happens when society adopts new behaviors.”<br /> - Clay Shirkey, Author, “Here Comes Everybody”<br />5<br />| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />
    6. 6. How do brands measure up? We evaluated across 10 dimensions:<br />Internal components<br />Clarity<br />Commitment<br />Protection<br />Responsiveness<br />External components<br />Authenticity<br />Consistency<br />Differentiation<br />Presence<br />Relevance<br />Understanding<br />6<br />| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />6<br />
    7. 7. Commitment<br />Your belief internally about the importance of your brand and the dedication to fulfill its promise.<br />7<br />| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />Findings<br /><ul><li>1 in 3 claim an inadequate amount of resources dedicated to the company’s digital efforts
    8. 8. 1 in 3 believe their company’s investment in ongoing employee education on their digital strategy is inadequate</li></li></ul><li>| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />8<br />
    9. 9. Responsiveness<br />Your brand’s ability to respond to market changes, challenges and opportunities – your brand should have a sense of leadership internally and a desire and ability to constantly evolve and renew itself. <br />9<br />| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />Findings<br /><ul><li>1 in 4 digitally active brands claim their company does not actively solicit customer feedback</li></li></ul><li>| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />
    10. 10. | iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />11<br />
    11. 11. | iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />12<br />
    12. 12. | iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />13<br />
    13. 13. | iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />14<br />
    14. 14. Relevance<br />15<br />| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />The fit your brand has with your customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies. <br />Findings<br />While 74% of respondents consider soliciting customer feedback as the most popular technique for determining appropriate digital experiences, 26% are not soliciting customer feedback at all<br />
    15. 15. | iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />16<br />
    16. 16. | iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />17<br />
    17. 17. | iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />18<br />
    18. 18. | iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />19<br />
    19. 19. Differentiation<br />20<br />| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />The degree to which your consumers/customers perceive your brand to have a differentiated positioning distinctive from your competition.<br />Findings<br /><ul><li>Only 13% of respondents claim to audit competitors on a regular basis</li></li></ul><li>whatisAOL.com<br />21<br />| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />
    20. 20. | iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />22<br />
    21. 21. | iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />23<br />
    22. 22. | iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />24<br />
    23. 23. Consistency<br />The degree to which your brand is experienced without fail across all touchpoints or formats<br />25<br />| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />Findings<br /><ul><li>1 out of 3 respondents believe their brand experience to be inconsistent across digital touchpoints</li></li></ul><li>Key Takeaways<br /><ul><li>Zoom out from the tools and think about the behaviors your brand can influence
    24. 24. Be authentic: know what you stand for, make it meaningful and make it understood
    25. 25. Say, Be, Do: Include your employees in the effort, they are your most important assets and customer touch-points
    26. 26. The best way to win social media is to deliver on a comprehensive brand experience--people will say great things about you</li></ul>| iStrategy Conference | Digital Dimensions Study | 13 September 2011<br />26<br />
    27. 27. Questions?<br />
    28. 28. Thank you<br />For more information on Interbrand, our study or the latest launch of “The 100 Best Global Brands”, please visit us at:<br />www.interbrand.com<br />Panel:<br />@jeffmancini @donsteele @samzellner<br />@kristinkovner @epizzinato<br />

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