Building Brands in a (Post-) Social Digital World

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Building strong brands has always been a major task in the creation of lasting company value. However, this has become a difficult task that is often driven by the consumer more than by the company itself. The proliferation of social media tools, the mobile web and the growing information power of target customers pose many new challenges. Dr. Markus Pfeiffer will present four fundamental strategies to help your brand grow in a digital-only environment.

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Building Brands in a (Post-) Social Digital World

  1. 1. BUILDING BRANDS IN A(POST-) SOCIAL DIGITAL WORLDDR. MARKUS PFEIFFER 28.06.2012
  2. 2. “Technology is shifting power away fromthe editors, the publishers, theestablishment, the media elite. Now it’sthe people who are taking control.”Rupert Murdoch, 2005
  3. 3. 500 million US$ in 5 years
  4. 4. THE PROBLEM … 14% TRUST ADS 57% TRUST FRIENDS’ COMMENTS ABOUT BRANDS MORE THAN THE BRAND’S MESSAGES 41% TRUST COMMENTS FROM PEOPLE THEY DON’T KNOW MORE THAN THE BRAND’S MESSAGESSource: TNS Infratest, 2012
  5. 5. HYPOTHESIS 1STILL, MANY MARKETERSDON’T GET IT …
  6. 6. WHAT IS THE VALUE OF …
  7. 7. ATTENTION OR #FANS ALONE IS NO USE TO ANY BRAND YOUR BRAND HERE OR HEREhttp://www.flickr.com/photos/oquendo/3667609023/sizes/l/in/photostream/
  8. 8. NOBODY WANTS TO TALK ABOUT BRANDSONLINE,UNLESS THEY GET FREE STUFFSource: ExactTarget, CoTweet Study
  9. 9. HYPOTHESIS 1FOUR STRATEGIES THATWORK…
  10. 10. HYPOTHESIS 1USE SOCIAL ASOPERATING SYSTEM
  11. 11. SOCIAL MEDIA IS NOT A MEDIUM LIKE A TV CHANNEL OR RADIO.SOCIAL MEDIA IS (JUST) AN OPERATINGSYSTEMAND „PASSPORT“
  12. 12. WHY? SOCIAL AS A CHANNEL CANNOT GROW ANYMORE Hours spent per day 7 6 5 4 3 2 1 0 Hours spent per…Source: Nielsen.com, Forrester Research
  13. 13. faberNovel, Facebook: The Perfect Startup, May 2012
  14. 14. HYPOTHESIS 1PREPARE FOR AMOBILE-ONLY WORLD
  15. 15. REVOLUTION HAS JUST BEGUN Global Users (billions) Europe users share6 60% 5,6 B5 50%4 40%3 30% 2011 20122 20% 835 million 10%10 0% Smartphone Users Dumbphone Users Smartphone Dumphone Source: Mary Meerer, Kleiner Perkins, Morgan Stanley Research Source: comScore
  16. 16. MOBILE WEB IS STILL INTERNET, BUT … FOR 91% OF THE POPULATION THE DEVICE IS ONLY AN ARM’s PROXIMITY LENGTH AWAY (24/7) 60% OF MARRIED PEOPLE WILL NOTPERSONAL SHARE THEIR MOBILE WITH SPOUSE 10% OF UNDER-25 YEAR-OLDS FIND IT OK TO TEXT WHILST HAVING SEX. RELEVANTSource: Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010
  17. 17. MOBILE REPLACES THE PCSource: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012
  18. 18. CHALLENGES IN MOBILE OPERATING SYSTEMS• COMPETING• NO DE FACTO AD FORMAT THAT REALLY WORKS MARKETING• A PLETHORA OF POSSIBILITIES• EVEN MORE DATA TO GATHER AND ANALYZE…
  19. 19. HYPOTHESIS 1ADD EVERYDAY VALUETO CONSUMERS
  20. 20. VALUE ADD IN DIGITAL Utility Reward / Information Gaming Emotional SocialSource: Picture by exxonvaldez on flickr
  21. 21. = Kill time= Save time
  22. 22. − POINTS − LEADERBOARDS − LEVELS − ACHIEVEMENTS − BADGES − CHALLENGES − REWARDS − …GAMING MECHANICS ARE THE NEWHOLY GRAIL FOR MARKETING:
  23. 23. Functional Value Reward Value Information Value Entertainment Social Value ValueCREATING VALUE IN THE CONTEXT OF DAILY LIFE USAGE OF THE PRODUCT FUNCTION + INFO + SOCIAL + GAMING
  24. 24. Functional Value Reward Value Information Value Entertainment Social Value ValueCREATING VALUE IN THE CONTEXT OF DAILY LIFE USAGE OF THE PRODUCT FUNCTION + INFO + SOCIAL + GAMING
  25. 25. HYPOTHESIS 1CONNECT YOURPRODUCTS TO THE WEB
  26. 26. THERE ARE OVER 1 BILLION COMPUTERS IN THE WORLDAND NEARLY 1 BILLION SMARTPHONES. BUT A100.000.000.000 THINGSRAFI HALDJIAN Source: IDC, Gartner, The Real Life Social Network, Google (2010)
  27. 27. BY THE END OF 201515 BILLION OBJECTSWILL BE CONNECTED TO THE INTERNET ANDGENERATE OVER 30% OF TRAFFICSOURCES: IDG, GARTNER
  28. 28. “MUST” STRATEGIES1. SOCIAL WEB AS OPERATING SYSTEM2. PREPARE FOR A MOBILE ONLY INTERNET3. ADD EVERYDAY VALUE4. CONNECT YOUR PRODUCTS
  29. 29. Download presentation at:http://www.slideshare.net/mpfeiffer/Email: mpfeiffer@bloom-partners.com Twitter: @markuspfeiffer1 www.bloom-partners.com

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