The Open Brand for Facebuzz Members Meeting
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This document outlines a marketing plan focused on engaging consumers in a networked, on-demand environment. The plan aims to shift from a top-down, one-way communication "funnel" to a more collaborative approach through listening, participation, and relationship building. Key elements include using social media, user-generated content, and personalized profiles to facilitate two-way dialogue and extend brand messaging across online communities. The goal is to move from notoriety to meaningful connections in order to deepen consumer loyalty and influence through word-of-mouth.
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The Open Brand for Facebuzz Members Meeting
- 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- 21.jpg&w=503&h=650&ei=EcVdUOrLHIKShgfTxID4Ag&zoom=1&iact=hc&vpx=703&vpy=285&dur=4823&hovh=255&hovw=197&tx=89&ty=114&sig=114341324643630041140&page=2&tbnh=158&tbnw=132&start=18&ndsp=24&ved=1t:429,r:15,s:18,i:179
- 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