An introduction to "The Open Brand Model" to inspire further investigation and provide a easy to use checklist

1. Nuno Rodrigues
nunof.rodrigues@gmail.com

4. ON-DEMAND Personal Engaging NETWORKED
Dictator Consumer Build Realtions Interactivity Nithch Marketing
Instant Gratification Through Consumer Is Key to deepening That leeds to
Dialoge and cross Consumer Emotional On-line WOM
Chanel profile Conection
Management

5. Cross Platform MKT
Objective Focus on
•Invite Dialogue •Creating Information
•Provide Information •Sharing Both Ways
•Extend Messages Across •Influencing –
Communitys Afecting Actitudes
•Enable Self Service

6. What they want
• Keep it Real
• To be Heard

7. What they want
• Be original or don’t be
http://typeaparent.com/wp-content/uploads/2012/09/be-original.jpg

8. What they want
• My way NOW!!!
» It’s all about me and my
friends!
http://images.frontdoor.com/FDOOR/articles/2211_Pitching-In-How-To-Buy-With-Others/Friends.jpg

9. What they want
• Entertainment
• Give us a Laugh
http://www.google.com/imgres?hl=pt-PT&qscrl=1&biw=1239&bih=706&tbm=isch&tbnid=vVfImatHl3pI8M:&imgrefurl=http://bestdesignoptions.com/%3Fp%3D5508&docid=XjiBacr9dwBjrM&imgurl=http://bestdesignoptions.com/wp-content/uploads/2009/07/funny-advertisement-
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10. Behaviour wise

11. Who Are They?
I Matter
– Seek Recognition or some
degree of Fame
I Am
– Effect Change that improves
companies, products or the
experience of others
I Conect
– Connect and Share With
People who have similar
interests
I Can
– Use the Web for Fun, learning
and efficiency

12. Old Funnel

13. New Funnel

14. New Funnel
1- Listen and Learn
– Monitor the Buzz
– Identify influence outside the brand
2- Build Awareness
– Create a relationship With the I Mater
Group
– Display Advertising
3- Facilitate Participation
– Contribute to Dialogue
– Provide iCitizen Interaction Tools
4- Support Decision
– Facilitate interaction
– Multiply Interaction Channels
5- Reengage and Empower
– Invite iCitizens to Leave Feedback
– Provide Stratified Social Rewards

15. New Funnel vs Old Funnel

16. A threesome

17. The Plan

18. Production of Content
The Plan
Anonimity Notoriety
Consumption of Content

19. The Plan
Start with the influential Minority and Work
toward the Masses
I Matter – I Am – Iconnect – I Can

20. The Plan
• Profile Based Content
Delivery
• Contextual and
Behavioural Targeting
Personal • Surveys
Acknowledgement
• Membership –
Dialog Bellonging
Customization • Account Registration
Privilege
• RssFeed options
Popularity
• Foster Recomendations

21. The Plan
• Ratings and Reviews
• Foruns Discussion Boards
• Social Media Strategy
• Display Advertising
NETWORKED • Crowd Sourcing
Self-expression
• Mashable content
Ego gratification • Consumer Generated Media
Portability (Crisis Management)
Community • Consummer Pannels
Meaningful
• Buzz Monitoring

22. The Plan
• Trend Related Content
• Expert Tips and Features
(Knoledge Pills)
• Decision Suport content
• Pass along Incentives
Engaging • Widgets for Blogs
• Blog Presence
Participation
• Voting – Decision
Belonging Participation
Immersion • Content Uploading by users
Entertainment • Reciprocal Linking
Inspiration
• Shareble Content

23. The Plan
• Timely Topical Content
• SEO and SEM
• Tagging
• Search Correlated
ON-DEMAND
Landing pages
Efficiency
Ease
• Alerts
Control • Tweets
Findability
• Rapid Refreshes
Instantaneousness

24. The Launch Plan
Go from Expert to iCitizen
From Notoriety to Connection to Relation
From Display Advertising and News
To Search Engines and Social Media

25. ON-DEMAND Personal Engaging NETWORKED
Dictator Consumer Build Realtions Interactivity Nithch Marketing
Instant Gratification Through Consumer Is Key to deepening That leeds to
Dialoge and cross Consumer Emotional On-line WOM
Chanel profile Conection
Management

26. Nuno Rodrigues
nunof.rodrigues@gmail.com