Giving up control
    A brands perspective
In the beginning, brands had control




                                           Br and
                               ...
But then ...
A customer started talking




                                      Br and
                                              ...
Then more started
                                                        Blog
                                           ...
The
 ‘talkers’
grew and
GREW
They grew until they were a network
                                                                  Blog
               ...
A social
network
Obviously, the brand had to do
          something

                  But what?
So the
   brand
thought and
 thought...
... it thought
for 2 years...
Then it joined the network
                                                                       Blog
                   ...
It was
great.
The brand could
  talk about itself,
and allow people to
 comment on stuff.
All while maintaing control over most
        of its communications


                     r ol
              o nt
       ...
But then ...
The web
changed...
The Web
The Web 2.0
‘Talkers’ were everywhere & the
       brand was scared

                                      Blogs                      ...
Some of the brands
friends didn’t know
 how handle these
      changes
And focused on increasing brand
            control

                                                                     ...
That approach
 had negative
consequences

 $
Luckily our
brand figured out
a way to adapt...
It gave up control...
                                                 Br and
                                            ...
It listened & took part in all sorts of
             networks...
                                                         ...
And allowed its audience to help
        shape its image.
                                                        Br and
 ...
Our brand is still
scared of saying
the wrong thing
  from time to
     time...
But with all of
  our help...
It’s learning
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Giving Up Control

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A presentation told from a brands point of view on the changing landscape of social networks and social media. And how one evolved & gave up its control.

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Giving Up Control

  1. Giving up control A brands perspective
  2. In the beginning, brands had control Br and Im ag ol n tr o e C Promos Banners Events Print TV SEM Website Email
  3. But then ...
  4. A customer started talking Br and Im Blog ag ol n tr o e C Promos Banners Events Print TV SEM Website Email
  5. Then more started Blog Blog Blog Blog Br and Im Blog ag ol n tr o e C Promos Banners Events Print TV SEM Website Email
  6. The ‘talkers’ grew and GREW
  7. They grew until they were a network Blog Blog Blog Blog Blog Blog Blog Br and Blog Im ag ol Blog tr on e C Promos Blog Banners Events Blog Print TV Blo SEM Website Blog Blog Email
  8. A social network
  9. Obviously, the brand had to do something But what?
  10. So the brand thought and thought...
  11. ... it thought for 2 years...
  12. Then it joined the network Blog Blog Blog Blog Blog Blog Blog Br and Im Blog ag Blog e l Blog o tr on C Promos Banners Blog Events Print Blog TV SEM Blog Website Email Blog Blog
  13. It was great.
  14. The brand could talk about itself, and allow people to comment on stuff.
  15. All while maintaing control over most of its communications r ol o nt C Promos Banners Events Print TV SEM Website Email
  16. But then ...
  17. The web changed...
  18. The Web
  19. The Web 2.0
  20. ‘Talkers’ were everywhere & the brand was scared Blogs Facebook Twitter Br and Im ag MySpace e ol tr on C Promos Banners Events Print Blog TV SEM Podcasts Website Email Delicious YouTube
  21. Some of the brands friends didn’t know how handle these changes
  22. And focused on increasing brand control Facebook Blogs o l tr on MySpace Twitter C Promos Banners Events Print Blog TV SEM Website Email Podcasts Delicious YouTube
  23. That approach had negative consequences $
  24. Luckily our brand figured out a way to adapt...
  25. It gave up control... Br and Im ag e Facebook Blogs Twitter Events Promos MySpace Banners Website SEM TV Podcasts Email Delicious Print YouTube
  26. It listened & took part in all sorts of networks... Br and Im ag e Facebook Blogs Twitter Events Promos MySpace Banners Website SEM TV Podcasts Email Delicious Print YouTube
  27. And allowed its audience to help shape its image. Br and Im ag e Facebook Blogs Twitter Events Promos MySpace Banners Website SEM TV Podcasts Email Delicious Print YouTube
  28. Our brand is still scared of saying the wrong thing from time to time...
  29. But with all of our help...
  30. It’s learning

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