Giving Up Control
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The document discusses how brands have lost control over their messaging as social media and user-generated content have proliferated. It describes how brands initially had full control over their communications through owned channels like print, TV, and websites. However, customers began engaging with each other through blogs and social networks, creating a new "social network." Now, conversations happen everywhere across many networks, and some brands have tried to reassert control rather than adapt, with negative consequences. The document advocates that brands must let go of control, listen to audiences, and participate in networks to help shape their image organically with the audience's input.
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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
- 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
- 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 ...
- 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