The document discusses how brands need to adapt their strategies and marketing approaches to be successful in a digital world where conversations have replaced campaigns and content is king. Specifically, it recommends that brands optimize their use of media and networks, focus on producing high-quality content to drive conversations, make conversations an essential part of their strategies, and ensure digital is integrated into every aspect of their overall strategies.

1. Joanna Bakas & Stefan Erschwendner Managing Partner of Lighthouse CEE Strategy in a digital world How to lead a brand in 2010

2. HOW TO LEAD A BRAND IN 2010 A holistic view of brand, media & consumer

3. Markets are conversations Several shifts in marketing happened of the the last years: Decreasing relevance of advertising General shift towards digital Fragmentation of markets Network effects among consumers Rising consumer expectations http://www.flickr.com/photos/88133570@N00/2980385784/

4. Digital – the first, the last, the everything As “digital primacy” has risen, so has the way consumers learn about and purchase a brand’s products and services. Because of the interactive nature of the medium, one brand experience can lead a consumer from “awareness” through “purchase” and “recommendation” almost instantly. According to a Razorfish study, 64% of consumers have made a first purchase from a brand because of a digital experience such as a website, microsite, mobile coupon, or email. No other medium has so impacted—or altered—the traditional marketing funnel this way. 2009 Razorfish digital brand experience study

5. Blank – The power of blank http://www.youtube.com/watch?v=pPICpydTH6Q

6. How to lead a brand in 2010 5 directions in which brands need to improve their efforts to ensure current and future growth: 365 Optimize media & networks Content is crucial Conversations are essential Strategy needs to lead digital

7. 365 The shift from campaigns to conversations

8. The shift from campaigns to conversations “ The conversation is going on whether you care to be involved or not. If you choose not to be involved, you lose control of the conversation about your product, your service, your brand, your organisation – you become irrelevant.” Cluetrain manifesto 2009 Razorfish FEED

9. The shift from campaigns to conversations In the past – Brands were not building sustainable relationships Traditional Campaigns start from almost zero and abandon the audience they’ve amassed upon completion. Marketing has gone away from away from cyclic campaign boost in favour of active and suistanable relationships. Marketing cannot interrupt a dialog with consumers along time. Today, communication is fragmented, surgical and constant. Campaigns need to be based on earning Sustainable Relationships and leverage the existing audience for future growth. http://www.slideshare.net/maximo23/do-you-still-know-anything-about-marketing

10. The shift from campaigns to conversations To do’s for brands: Identify digital brand communities, especially on a local level Use social media monitoring to gain insights and a feeling for the community – identify opinion leaders and topics Shift budgets from traditional channels to establish a strategy that includes digital & social media as an integrated part Review internal structures (cross department teams) to ensure dialog capacities Set clear goals for activities and track key performance indicators like fans, mentions, interactions, activations, direct sales, buzz,… Start with little steps and adapt plans according to internal/external feedback and KPI tracking

11. OPTIMIZE MEDIA & NETWORKS Create synergies between owned, paid & earned media

12. Optimize media & networks “ We are not in the business of supporting media companies. We are in the business of connecting consumers.” Trevor Edwards, VP Global Brand, Nike Companies spend most of their marketing budget on media instead of content. In times of digital extensions and social networks – everybody becomes a media owner and is able to reach masses. This means for brands that everything between the brand and the consumer will get stream lined. If content can flow freely and is pushed by brand communities there is a smaller need for paid media. However you still need paid media to push messages, because people can’t want what they don’t know.

13. Optimize media & networks

14. The more owned media the less paid media is needed Brands start to shift budgets from paid media to owned media. Pepsi is shifting it’s $ 20 million from superbowl to social.

15. Owned media platforms need to be social Within the field of owned media there is a shift to platforms that offer a setup to earned media. Brands start following the audience. With 2010 Coke and Unilever shift from microsite (owned) to social media (partly owned but high ratio of earned media). * http://www.nma.co.uk/news/cover-story-coke-drops-campaign-sites-in-favour-of-social-media/3008538.article

16. Brands need to create content first to earn media When brands produce content that is worth discussing and sharing, this well spent money directly converts into „earned“ media. Interruption media Interaction media http://www.slideshare.net/maximo23/do-you-still-know-anything-about-marketing

17. Successful examples of earned media In the digital age brands are not dependend on their media spendings as they used to be.  Figure out what is useful in your particular case and the (brand) community will do the rest for you. http://www.slideshare.net/maximo23/do-you-still-know-anything-about-marketing

18. Successful examples of earned media iPad 19.900.000 hits on Google More than 100.000 fans on Facebook Up to 2400 tweets per minute Free media coverage across the globe in various traditional main stream channels

19. VW – GTI http://www.youtube.com/watch?v=RV_t29sX8-Y

20. The home of the brand is everywhere In an age of high media fragmentation, growing importance of media and the ability to use liquid content across multiple channel the home of the brand is not the website anymore. Brands need to follow the people and be were the people are instead of trying to drive people to their homes with the help of expensive campaigns. The home of the brand is libero.com, google.com, facebook.com, twitter.com, youtube.com, flickr.com, formspring.com, vimeo.com… Contemporary websites need to pull content from social media portals and become a central hub that guides users depending on their needs. Source: Aberdeen Group – The ROI on Social Media Monitoring (October 2009)

21. Optimize media & networks To do’s for brands: Integrate brand communities and platform in all brand activities Try to leverage owned media for every brand activity Shift owned media channels in favor for owned media with strong social integration or improve social integration of existing owned media eg. Facebook connect & I like buttion – the whole internet is a social network Constantly update and review social networks to look for additional synergies for brand activates

22. Optimize media & networks Specifically Many brands misunderstand the nature of each medium and consider integration as the replication of the brand story across all channels – e.g. using social media to showcase ATL communication content Today, the stories are not about integration but about TRANSMEDIA story telling. . The term basically refers to a narrative that occurs across many media forms, each of which contribute significantly to how the viewer perceives and processes the narrative.

23. Optimize media & networks Specifically taking a bottom up approach to (transmedia) story telling Most campaigns have tended towards a ‘top-down' approach. This means that the existing creative and campaign elements are broken down into sub-categories according to their potential for use in social media. In other words, they started with the traditional advertising that they already had, and tried to fit aspects of it into online media. Taking a bottom-up approach would require us to start with the media forms that they want to incorporate, and build the campaign upwards from these. This means that potential Facebook, Twitter, or YouTube are written into the campaign as it evolves, greatly maximising its impact across the media once it has launched.

24. old way integration Outdoor Print copy/paste existing content and messages without paying attention to the specific context and user behavior within channels

25. new way: transmedia storytelling the brand narrative or the brand story Connection and sharing Instant updates Surprise and entertain Visual story telling Detail Awareness Utilize the power of each specific channel so that users can experience messages and content that are tailored to their current environment

26. step 1: define your story Frank Striefler: How to create advocacy and conversations, http://www.slideshare.net/strieflerf/planningness-conference-draft1

27. step 2: share your story the brand narrative or the brand story Connection and sharing Instant updates Surprise and entertain Visual story telling Detail Awareness

28. Some transmedia examples http://mumbrella.com.au/birds-v-humans-in-ambitious-tooheys-5-seeds-cider-launch-10318 http://www.youtube.com/watch?v=XQcVllWpwGs - IN TV http://www.youtube.com/watch?v=TO4b2ZeVEaM&feature=channel - on YOUTUBE http://www.nytimes.com/2010/05/17/business/media/17salt.html?ref=technology

29. Nike – Write the story http://wklondon.typepad.com/welcome_to_optimism/

30. Nike – Write the story http://wklondon.typepad.com/welcome_to_optimism/

31. Nike – Write the story http://wklondon.typepad.com/welcome_to_optimism/

32. Nike – Write the story http://wklondon.typepad.com/welcome_to_optimism/

33. Nike – Write the story http://wklondon.typepad.com/welcome_to_optimism/

34. CONTENT IS CRUCIAL Brands need to produce content to stay top of search & share

35. Digital shift perceptions In a digital world brand action/experience/content counts more than a brand message. Consumers google for brands, look at product reviews and check out branded Twitter and Facebook profiles. What they find online is what counts 65% of consumers have changed their brand perception positive or negative depending on the digital brand experience. You can further build your brand in the digital world and leverage or compliment overall brand experience 2009 Razorfish digital brand experience study

36. Digital experience & interaction Digital experience influences consumers 65% report a digital experience changing their brand perception 97% report that digital experience has influenced their purchase 24% have produced digital content in order to enter a contest 2009 Razorfish FEED, http://feed.razorfish.com/

37. Burger King – Whopper Sacrifice http://www.youtube.com/watch?v=XXd0UoxK-Ik&feature=related

38. Content is crucial To do’s for brands: Brands need to led lose of their brand control and give power to consumers. They will use your content, modify your content and share your content with no respect for copyrights or ownership. Review current legal status of brand content and adjust buy out right for all upcoming brand content. Review existing brand content that can be adopted for conversations to earn media. Rethink the way how you present your products/services in a digital world. People read less copy and love to watch videos. Make it possible for consumers to engage with your own content and give them possibilities build up on your framework.

39. CONVERSATIONS ARE ESSENTIAL Digital can trigger conversations online & offline

40. Rethink how you used to look at media Marketeers look at media as something passive, something you viewed, something that you consume in a lean back mode. Passive consumption leads to thinking of creativity as a product - something sealed, perfect final, sent into the world Digital works different than all other forms of media. Digital allows a real time dialog commmunication. Digital can serve as a medium that you consume in a lean back mode like TV and in the same it allow active participation, conversation and exchange. http://feed.razorfish.com/

41. A new generation of consumers as entered the market Digital natives (people born after 1980) have grown up consuming media actively. Itʼs a different mode of consumption. People are used to look for all kind of information online, raise questions and look for recommendation. They like to consume content when they want (YouTube) and share what they find useful. Active idea consumption requires a corresponding shift in how brands think about creativity From product to process (with gaps in it, that people can fit into) The focus shifts from what brands say to what brands do

42. Square - Demo http://www.youtube.com/watch?v=QSzsFAJAKHI

43. Pull people together and give them something to do „ The key is to produce something that both pulls people together and gives them something to do... I don‘t have to control the conversation to benefit from their interest" Henry Jenkins, Convergence Culture 2009 Razorfish FEED

44. Conversation & interaction pays back on many levels Consumer insights Best in class organisations are 2.6 times more likely than industry average companies, and 93 times more likely than laggards, to improve their ability to generate consumer insights that drive new product / service development. Brand reputation Best in class organisations are 3.3 times more likely than industry average companies, and 82 times more likely than laggards, to improve their ability to identify and reduce risk to the brand. Customer advocacy Best in class organisations are 2.3 times more likely than industry average companies, and 19 times more likely than laggards, to improve customer advocacy. Customer service Best in class organisations are 2.8 times more likely than industry average companies, and 15 times more likely than laggards, to decrease customer service costs. Source: Aberdeen Group – The ROI on Social Media Monitoring (October 2009)

45. Conversations are essential To do’s for brands: Make it possible for users to interact with your brand via their preferred channel. Use Twitter for breaking news and instant help, create communities of social sites like Facebook, inform the audience more detailed via a blog, host videos and ads on YouTube, share your picture bank via Flickr or let users ask questions via formspring. Use brand communities as a hugh trial, research & development area. Consumer co-creation. Involve brand lovers in marketing and product development. Allow users to interacte and engage with the brand. Constantly feed in exclusive information and discount offers into your community of brand lovers. So that they can share brand news and evangelize new user.

46. STRATEGY TODAY Strategy needs to pay more attention to digital

47. Strategy today There is no future for digital strategy, but there will always be future for strategy in a world going digital. Digital is not something seperate anymore. Digital is part of everyday. As a marketeer you need to look at the world holisticly and not as seperate silos. In the short term digital needs to be become an integrated part of everything the brand does, this means especially to go beyond advertising. In the long term digital needs to become the central stream of how the whole organization works. 2009 Razorfish FEED http://feed.razorfish.com/

48. Strategy today transfer best performing content into other kinds of offline media like TV & print

49. From big ideas to micro strategies transfer best performing content into other kinds of offline media like TV & print http://www.slideshare.net/Klawiklawaklawong/digital-strategy-a-deck-for-the-university-of-applied-sciences-siegen-3216472

50. Why digital will be the key asset for brands Consumers won’t look for products & services anymore, they will find consumers via social networks Influence of word-of-mouth is growing (An average Facebook user has 130 friends), while trust in advertising is on an all time low. Brands need to develop more consumer relevant content to keep relationships and stay top of mind Brands need to open up, share content and join conversations to use social network effects and optimize owned and earned media Digital will be the main content platform where all brand related content is available, all other forms of media will carry “teasers” Digital is the only media where brands can share their full content. In the future this content needs to adapt to different channel to create convenience for consumers and utilize the benefits of each medium

51. Predictions for 2010 Less will get done, until we find out how to do more with less Brands will rush to employ “social media/digital strategies” Marketing will have more data and less understanding Great content will travel at “speed of share” Push versus pull will become less relevant The target group 18-49 will become even less coherent Size will become less relevant

52. About Lighthouse we believe that business opportunities come from an insight into the bigger picture and understanding consumers as people from a cultural and sociological perspective In short we are a a brand and business consultancy with offices in Copenhagen focusing on the Nordics and in Vienna where we focus on Central Eastern Europe. Our guiding principle is that as a brand and business consultancy, we believe that good strategies come from an overall understanding on society and people. We measure changing consumer behavior and evolving needs. This helps us better understand the business opportunities – WHITE SPACES. Based on identifying unmet needs and business opportunities, together with our clients we create and implement powerful business and brand ideas that create value.

53. What we do: Our model – Culture Tap CONTEXT measurement (strategy and opportunity spaces) Ideas that people are ready to embrace idea CREATION (content) Powerful concepts inspired by context opportunities consumer CONNECTION (implementation follow through) Getting it out there to market

54. Contact Joanna Bakas Managing Partner [email_address] +36 70 568 4849 Stefan Erschwendner Managing Partner [email_address] + 43 650 372 6486 Lighthouse CEE Rasumofskygasse 26 1030 Wien Austria Follow us on Twitter: http://www.twitter.com/LH_CEE