Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (15)
Similar to INBOUND 15: Defining the brand experience
Similar to INBOUND 15: Defining the brand experience (20)
Recently uploaded
Recently uploaded (20)
INBOUND 15: Defining the brand experience
- 2. 2 GOALS GOAL OF THIS PRESENTATION Define the INBOUND Brand experience, pre, during and after. INBOUND Inbound Marketing Definition Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract, engage, and delight customers.
- 4. 4 BRAND VISION Affinity spaces defined An affinity space is a place – virtual or physical – where informal learning takes place. According to James Paul Gee, affinity spaces are locations where groups of people are drawn together because of a shared, strong interest or engagement in a common activity.[2] Often but not always occurring online, affinity spaces encourage the sharing of knowledge or participation in a specific area, and informal learning is a common outcome. passion, engagement and strong interest for inbound marketing. Often furthering their affinity, sharing their experience and creating new context by appropriating, remixing, or modifying existing INBOUND marketing tools and tips in clever and inventive ways for their business and the INBOUND community. INBOUND brand vision Create a singular affinity space(s) for the INBOUND Movement. A space that is a catalyst for a shared community of inspired learning, drawing marketers and sales together because of a shared passion, engagement and strong interest for inbound marketing. Often furthering their affinity, sharing their experience and creating new context by appropriating, remixing, or modifying existing INBOUND marketing tools and tips in clever and inventive ways for their business and the INBOUND community.
- 5. 5 BRAND VISION INBOUND VS HUBSPOT
- 6. 6 BRAND VALUES INBOUND brand values Insightful Inspired Incite Individualism Inclusive Industrious Education Connection Anticipation “It is the technology that has liberated the consumer.” — Afterward: The Future of Fandom, Henry Jenkins Celebration Dynamic Energetic Enthusiastic Remarkable Delighting Surprising Technology Future Forward
- 8. 8 BRAND PERSONALITY AND DRIVER BRAND PERSONALITY Our brand character is all about empowering others by giving them the tools, materials, and spaces they need to propel the INBOUND movement further and farther into the future. BRAND DRIVER Supercharging the INBOUND movement
- 9. 9 THE INBOUND AUDIENCETHE INBOUND AUDIENCE
- 10. 10 THE INBOUND AUDIENCE What do all these people have in common?
- 12. 12 AND INBOUND DOESN’T HAVE ATENDEES, IT HAS SUPERFANS.
- 13. 13
- 14. 14 ANATOMY OF A SUPERFAN HOW TO SPOT A SUPER FAN? They’re Multipliers, constantly sharing their affinity in a ONE-TO-ONE-TO-MANY WAY “The term multiplier may help marketers acknowledge more forthrightly that whether our work is a success is in fact out of our control. All we can do is to invite the multiplier to participate in the construction of the brand by putting it to work for their own purposes in their own world. ” — Grant McCracken, the anthropologist and media consultant SUPERFANS ARE ALSO... - Creators - Appropriators - Extremely Participatory - Emotionally Invested - Members of a Virtual Community - Part of a Hive Mind - Evangelists
- 15. 15 THE CONNECTION POINT The overlap between brand and audience
- 16. 16 THE CONNECTION POINT BRAND CONNECTION POINT AUDIENCE Is a singular affinity space for the INBOUND movement. Truly believe in the power of INBOUND to transform and grow their business. Enable fandom by fueling their INBOUND side
- 17. 17 ENABLING FANDOM APPROACH HOW DO WE ENABLE FANS? - Create affinity spaces pre, during and post event - Harness collective intelligence - Engage an active audience by giving them the tools and media to express their love. For ex. Downloads, Games, Quizzes, Contests, Video remixers - Activate cooptation - Provide accessible rewards - Create and provide access to democratized sharing platforms - Foster knowledge communities
- 18. 18 ENABLING FANDOM APPROACH INBOUND IS A PREMIER EVENT We will leverage transmedia story telling to bring the event to life Def. Parallel and non-linear timelines, ‘multi-verses’, grand narratives with crazy-rich character arcs, ‘back-story’ has become ‘more story’, the opportunity to add Byzantine layers of meaning and depth. You don’t create a story world by stripping away, but by layering. http://goo.gl/AoAT7r Promethius Jurassic World The Hunger Games http://goo.gl/ZTyiQChttp://goo.gl/SUhxgihttp://goo.gl/3mHD3u