Building Brands In A Social World

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Patrick Gardner talked about brands in social world at Social media Summit 2009.

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Building Brands In A Social World

  1. 1. BUILDING BRANDS IN A SOCIAL WORLD Epic fun & epic fail or ”what it’s like to get divorced in 2009” Tuesday, May 26, 2009 16.00 – 16.30
  2. 2. WHO AM I? Patrick Gardner, co-founder and CEO Perfect Fools Digital professional since 1994, back when it was called multimedia Houdini Digital Creations 1999, Perfect Fools 2002
  3. 3. PERFECT FOOLS Digital creative agency with 37 staff in 3 offices: Stockholm, New York and Amsterdam Clients include Electrolux, Converse, Unibet, K-Swiss, Under Armour, H&M, BBC … Grand Prix and Gold at Cannes 2008
  4. 4. <ul><li>WHAT I’M HERE TO SAY </li></ul><ul><li>Whether you’re a person or a brand </li></ul><ul><li>  </li></ul><ul><li>being social can and sometimes will suck </li></ul><ul><li>  </li></ul><ul><li>but much more often it’s amazing </li></ul><ul><li>  </li></ul><ul><li>the fun is worth the fails! </li></ul><ul><li>  </li></ul><ul><li>(and in any case we have no choice ;) </li></ul>
  5. 5. SOCIAL IS NOT NEW It may seem like a recent phenomenon – “ Web 2.0”   But the Internet has been a highly social experience since it was launched   That’s why we first networked computers, so we could communicate and be social with each other   Today’s blogging, microblogging, forums, chats, voting, social networking and more all have their ancestors in the form of Usenet groups, news sites, bulletin boards …
  6. 6. MY FIRST SOCIAL NETWORK The Andromeda Galaxy, 1984   Commodore 64   300 baud modem running on my family’s one telephone line between 9 pm and 6 am every night
  7. 7. THE ANTI-SOCIAL WEB WAS THE ABERRATION Social media have existed for a long time   The less-social efforts we have seen during the first mass era of the Internet were actually the aberration The Web has tended to become more social as people have become more accustomed users and creatives have started to realize digital networks’ full potential
  8. 8. TODAY: A MASS AUDIENCE The difference today is social experiences and tools have achieved a mass usership they never had before – to the point they are now changing society
  9. 9. TODAY: A MASS AUDIENCE The difference today is social experiences and tools have achieved a mass usership they never had before – to the point they are now changing society Tio av tio unga har kränkts på skolgården
  10. 10. TODAY: A MASS AUDIENCE The difference today is social experiences and tools have achieved a mass usership they never had before – to the point they are now changing society
  11. 11. WHAT ABOUT GETTING DIVORCED IN 2009? I’ve actually been going through a divorce this spring   It’s given me a “unique” opportunity to experience how much the new social tools have changed the way personal information flows   You’ve never truly experienced the power of social networking until your impending divorce gets unexpectedly announced to a wider group of friends by your wife unfriending you on Facebook   and you suddenly get flooded with messages asking what is going on  
  12. 14. WHAT ABOUT GETTING DIVORCED IN 2009? … or until you read your 12 year old daughter’s public blog entries about her reactions to the ongoing process
  13. 15. WHAT ABOUT GETTING DIVORCED IN 2009? … or until you read your 12 year old daughter’s public blog entries about her reactions to the ongoing process
  14. 16. BETTER IF SOCIAL DISAPPEARED? My point is that I, and we, have no choice in the matter   The social Web is here and it’s here to stay – it’s already a key feature of our overall society   As interesting as that unexpected shock was for me personally, Facebook has brought many more positive experiences into my life over the years   It’s reconnected me with lost childhood friends and taught me things I never would have known about friends sitting right across the room
  15. 18. THE BRAND CHALLENGE Brands face many of the same issues as individuals in this new world   The new social experiences are not always positive for brands – sometimes they will suck – but on balance they are massively positive   Because they allow for ever-more connected, targeted, knowledgeable and intimate relationships with relevant stakeholders   If we are willing to be honest and listen
  16. 19. WE’VE FACED IT AT PF When we decided to launch a new pf.com based on XCAP   Suddenly uncomfortable questions started to come up like “what if people don’t like us and they say mean things on our site?”   Just the same questions that have for come up for many of our client brands, of course   Our decision has been to put all that aside and go forward   So what if a small handful of folks are negative? Let’s invite them in for a conversation and maybe we’ll end up with new friends!
  17. 20. AND FOR OUR CLIENTS? S ocial elements have taken on a major role in our work, as tools for spreading the word about brands and also as integral aspects of the experiences themselves   K-Swiss Free Running   Aggressively seeded in relevant sneaker blogs and forums, yielding 500 000 targeted visitors per month during the campaign period   Built on the concept of messaging friends, spreading itself
  18. 21. AND FOR OUR CLIENTS? BBC Survivors Interactive   Large-scale social experience in the UK   The BBC’s second most popular drama site   More than 100 000 visitor comments in just 6 weeks
  19. 22. XCAP These experiences have been incredibly fun to be part of   But for a production like BBC Survivors Interactive, it has become increasingly time consuming and expensive to build the social elements from scratch   and impossible to fully load test them under live conditions before launch   That’s why we’re so excited about XCAP and Josh, and why we are already hard at work building new experiences based on XCAP   We see this as the next inevitable step: for people like us to put aside our custom, one-off efforts and instead build with robust, iterated social tools   (and no, Anton didn’t ask me to say any of this, I just couldn’t help myself ;)
  20. 23. FINAL THOUGHT If you remember one thing from this talk remember this:   Social is the way, and the fun is worth the fails!   Thank you.

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