Building  Believable Brands with SEM campaigns Brussels, 25 thJune 2009 www.lbigroup.be Kurt Vergult – Creative Director A...
<ul><li>Brussels, 25 thJune 2009 </li></ul><ul><li>www.lbigroup.be </li></ul><ul><li>Kurt Vergult – Creative Director </li...
<ul><li>AGENDA </li></ul><ul><li>What’s important? </li></ul><ul><li>The Problem </li></ul><ul><li>The Solution </li></ul>...
1. What’s important?
The leading digital agency in Europe ... 160M turnover... 1645 employees...  12 Countries... 35 offices... Vision... Value...
About your company ... Turnover... Number of employees... Number of countries... Number of offices... Vision... Values... ...
If our/your company data doesn’t matter... What Does Matter? ? Yes, we…WHAT?
YOUR CUSTOMER And... He wants to have  fun . He wants to get  added value.  He even wants to be part of a  community ... a...
This is  your brand today  0.0 & 1.0 Your Brand
<ul><li>Today an average person sees    4.000 ads a day  </li></ul><ul><li>Doesn’t make any sense to add    your message o...
2. The Problem
Consumers vs your brand  – Web 0->1.0 The   old   world Your Brand
<ul><li>Customers aren’t listening </li></ul><ul><li>The old world was about control </li></ul><ul><li>The old world was v...
Buy More Adwords
  Consumers vs your brand  – Web 2.0 The new world Your Brand
<ul><li>Make them eager to find you, </li></ul><ul><li>your site, your brand </li></ul>
<ul><li>The new world is about empowerment </li></ul><ul><li>New world = new attitudes </li></ul>
<ul><li>Support their creative conversation </li></ul>
You can’t solve problems & challenges of today with the answers of yesterday
<ul><li>You might miss their world </li></ul>
<ul><li>Just one example: United Airlines Commercial </li></ul><ul><li>An existing TV commercial from United Airlines on T...
3. The Solution Building  Believable  Brands
 
<ul><li>No </li></ul><ul><li>sandcastles </li></ul><ul><li>more </li></ul>
“ Customers aren’t targets anymore… they are your most important assets” Meg Whitman, CEO & President, eBay No more ‘target’
<ul><li>No </li></ul><ul><li>marketing </li></ul><ul><li>more evil </li></ul>
<ul><li>Listen to your customers </li></ul><ul><li>Join their dialogue </li></ul>
Consumers are with each other are interacting
<ul><li>Engage </li></ul><ul><li>their terms </li></ul><ul><li>consumers on </li></ul>
Join Conversation their
<ul><li>Your Brand Promise and your Service  have to be one and the same </li></ul><ul><li>Believable brands are part of c...
<ul><li>Pick up stories </li></ul><ul><li>Enhance them </li></ul>
Technology brings as well  the solution
4. Key values to   Build Believable  Brands
Building Believable  Brands Sharing Honesty Dialogue Participation Openess Listening Consistency Added Value Collaboration...
5. SEM Campaigns
Building Believable Brands & SEM Campaigns
What do you think? Can we use SEM Campaigns to Build Believable Brands
6. Some SEM Cases
Case 1 : Lufthansa bidding KLM adwords?
Case 2 : Car insurances with 60% discount?
Case 3 : MC Cain buying Obama Adwords? Bill Elward :  <<So you can certainly imagine my surprise when I stumbled upon a Mc...
Case 4 : LandRover starting a conversation
Case 5 : VOLVO Ad on YouTube Go to WWW
Case 5 : VOLVO XC60 on Twitter
Case 5 : VOLVO XC60 on Flickr
Case 6 : Meet the VOLKSWAGENS Go to WWW
Case 6 : Meet the VOLKSWAGENS Go to WWW
 
 
Listen  to  & join  their conversations Build honest relationships  with your audience / customers Start an  ongoing dialo...
Building  Believable Brands with SEM Campaigns? YES WE DO! Thank you!  Now we want to listen to you...  Answer your questi...
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Building Believable Brands with SEM Campaigns

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  • Internal Note : This is a new way of presenting our company for a more marketing oriented audience. It starts (slide 1 and 2) exactly similar as a normal presentation but tries to shock the audience at slide 3.
  • Nice … But does it really matter? City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • Nice … But does it really matter? City, August 1, 2006 | Title |
  • Nice … But does it really matter? City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • This is what we are used too… Your brand pushing information and marketing messages towards your consumers. City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • This is what you will have to get used too… Your consumers pushing information towards your brand (so make sure you are ready to listen) City, August 1, 2006 | Title |
  • http://www.youtube.com/watch?v=rkhEkejf0Bg&amp;feature=related
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • The only thing that will never be commoditized
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • No more evil marketing (90s Harvard Business Review cover) It’s not about ‘getting the most out of your customers’. This is a negative mindset which doesn’t set you up to think about the value you create for those customers It sets you up to be critical and exploitative, which will be reflected in the messages and promises you make, and will be recognised by those same customers you seek to exploit That’s one of the biggest challenges now – communicating honestly. The word ‘believability’ sums up the challenge. It is the notion of walking the walk, not just talking the talk – the idea of delivering on your promises.
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • There are some problems to overcome… Explosion of communication channels (TV, Magazines, Mobile, PC, ...) Consumers are “ interacting ” with each other (Communities) Brand Loyalty is changing fast : In 1.0 worlds : Customer are loyal to your Brand In 2.0 worlds : Customers expect loyalty from their Brand! City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • Suppose you get this perfectly working car but without any metrics. No Mileage nor GPS on board. You will be able to drive the car and you probably will arrive at your destination as well. But without any metrics there is some risk of errors, you will sometimes drive too fast and miss a turn, you will sometimes drive too slow and loose time. With adequate metrics, you will save time &amp; resources and have more chance to be on the right spot at the right time. LBi invested quite a lot in gathering the créme de la créme of the European Web Analytics scene into one strategic Web Analytics team which will be at your disposal during this important journey. City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • So this is your brand today. And you are lucky that you are on Times Square. And to make sure you didn’t overlook it, I even used an arrow! It is the same situation offline at Times Square or online in between a lot of banners, skyscapers, etc. City, August 1, 2006 | Title |
  • And don’t forget, this is what matters : Your consumer! City, August 1, 2006 | Title |
  • And don’t forget, this is what matters : Your consumer! City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • And don’t forget, this is what matters : Your consumer! City, August 1, 2006 | Title |
  • And don’t forget, this is what matters : Your consumer! City, August 1, 2006 | Title |
  • And don’t forget, this is what matters : Your consumer! City, August 1, 2006 | Title |
  • And don’t forget, this is what matters : Your consumer! City, August 1, 2006 | Title |
  • And don’t forget, this is what matters : Your consumer! City, August 1, 2006 | Title |
  • And don’t forget, this is what matters : Your consumer! City, August 1, 2006 | Title |
  • And don’t forget, this is what matters : Your consumer! City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • City, August 1, 2006 | Title |
  • Building Believable Brands with SEM Campaigns

    1. 1. Building Believable Brands with SEM campaigns Brussels, 25 thJune 2009 www.lbigroup.be Kurt Vergult – Creative Director Antony Slabinck - Client Service Director
    2. 2. <ul><li>Brussels, 25 thJune 2009 </li></ul><ul><li>www.lbigroup.be </li></ul><ul><li>Kurt Vergult – Creative Director </li></ul><ul><li>Antony Slabinck - Client Service Director </li></ul>
    3. 3. <ul><li>AGENDA </li></ul><ul><li>What’s important? </li></ul><ul><li>The Problem </li></ul><ul><li>The Solution </li></ul><ul><li>Key values for Building Believable Brands </li></ul><ul><li>Can we combine SEM Campaigns & BBB? </li></ul><ul><li>Some SEM Cases </li></ul>
    4. 4. 1. What’s important?
    5. 5. The leading digital agency in Europe ... 160M turnover... 1645 employees... 12 Countries... 35 offices... Vision... Values... Brand... Awards…Products... Nice ... but it doesn’t really matter! About LBi
    6. 6. About your company ... Turnover... Number of employees... Number of countries... Number of offices... Vision... Values... Brand... Awards… Products... Yes, it’s important, but does it really matter?
    7. 7. If our/your company data doesn’t matter... What Does Matter? ? Yes, we…WHAT?
    8. 8. YOUR CUSTOMER And... He wants to have fun . He wants to get added value. He even wants to be part of a community ... and get engaged
    9. 9. This is your brand today 0.0 & 1.0 Your Brand
    10. 10. <ul><li>Today an average person sees 4.000 ads a day </li></ul><ul><li>Doesn’t make any sense to add your message on top of that </li></ul><ul><li>Massive overload of information </li></ul>
    11. 11. 2. The Problem
    12. 12. Consumers vs your brand – Web 0->1.0 The old world Your Brand
    13. 13. <ul><li>Customers aren’t listening </li></ul><ul><li>The old world was about control </li></ul><ul><li>The old world was very linear </li></ul><ul><li>The broadcast of the few has given way to the narrowcast of the many </li></ul>
    14. 14. Buy More Adwords
    15. 15. Consumers vs your brand – Web 2.0 The new world Your Brand
    16. 16. <ul><li>Make them eager to find you, </li></ul><ul><li>your site, your brand </li></ul>
    17. 17. <ul><li>The new world is about empowerment </li></ul><ul><li>New world = new attitudes </li></ul>
    18. 18. <ul><li>Support their creative conversation </li></ul>
    19. 19. You can’t solve problems & challenges of today with the answers of yesterday
    20. 20. <ul><li>You might miss their world </li></ul>
    21. 21. <ul><li>Just one example: United Airlines Commercial </li></ul><ul><li>An existing TV commercial from United Airlines on TV in 2006 </li></ul><ul><li>Setup : The management Board Room in 1989 </li></ul><ul><li>Our oldest customer just fired us after twenty years... : In a conference room, a manager announces they have just lost a major long-time client, one too many. It's time for a &quot;face-to-face&quot; policy, in other words, not just call the customer, but also meet him. He starts handing out plane tickets to the other employees... which leaves room for a brilliant conclusion. </li></ul>This video can be viewed at Youtube : h ttp://www.youtube.com/watch?v=zZ6Z8kcoi-E
    22. 22. 3. The Solution Building Believable Brands
    23. 24. <ul><li>No </li></ul><ul><li>sandcastles </li></ul><ul><li>more </li></ul>
    24. 25. “ Customers aren’t targets anymore… they are your most important assets” Meg Whitman, CEO & President, eBay No more ‘target’
    25. 26. <ul><li>No </li></ul><ul><li>marketing </li></ul><ul><li>more evil </li></ul>
    26. 27. <ul><li>Listen to your customers </li></ul><ul><li>Join their dialogue </li></ul>
    27. 28. Consumers are with each other are interacting
    28. 29. <ul><li>Engage </li></ul><ul><li>their terms </li></ul><ul><li>consumers on </li></ul>
    29. 30. Join Conversation their
    30. 31. <ul><li>Your Brand Promise and your Service have to be one and the same </li></ul><ul><li>Believable brands are part of consumers’ lives by adding value, richness, fun… </li></ul>
    31. 32. <ul><li>Pick up stories </li></ul><ul><li>Enhance them </li></ul>
    32. 33. Technology brings as well the solution
    33. 34. 4. Key values to Build Believable Brands
    34. 35. Building Believable Brands Sharing Honesty Dialogue Participation Openess Listening Consistency Added Value Collaboration Trust Positivism Relevancy Authenticity
    35. 36. 5. SEM Campaigns
    36. 37. Building Believable Brands & SEM Campaigns
    37. 38. What do you think? Can we use SEM Campaigns to Build Believable Brands
    38. 39. 6. Some SEM Cases
    39. 40. Case 1 : Lufthansa bidding KLM adwords?
    40. 41. Case 2 : Car insurances with 60% discount?
    41. 42. Case 3 : MC Cain buying Obama Adwords? Bill Elward : <<So you can certainly imagine my surprise when I stumbled upon a McCain ad while searching Google for the term &quot;obama&quot;. McCain had my vote up until that moment… It saddens me to think that our potential President would conduct his campaign in such a way - it scares me to think how he might run the country.>>
    42. 43. Case 4 : LandRover starting a conversation
    43. 44. Case 5 : VOLVO Ad on YouTube Go to WWW
    44. 45. Case 5 : VOLVO XC60 on Twitter
    45. 46. Case 5 : VOLVO XC60 on Flickr
    46. 47. Case 6 : Meet the VOLKSWAGENS Go to WWW
    47. 48. Case 6 : Meet the VOLKSWAGENS Go to WWW
    48. 51. Listen to & join their conversations Build honest relationships with your audience / customers Start an ongoing dialogue with your customer Search for Brand Advocates and empower them ! Evolve, Engage and empower your communities
    49. 52. Building Believable Brands with SEM Campaigns? YES WE DO! Thank you! Now we want to listen to you... Answer your questions ... And start a dialogue ! Contact: Kurt Vergult – Creative Director Antony Slabinck - Client Service Director LBi Belgium : www.twitter.comLBiBelgium

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