Post on 08-May-2015
description
Brand Spread What Next
August 2009 Brisbane
Social media - here to stay
“Television won’t be able to hold on to any market it
captures after the first six months. People will soon
get tired of staring at a plywood box every night”.
Darryl F. Zannuck, Head of Twentieth Century-Fox, 1946
“I think there is a world market for maybe five computers”.
Thomas J. Watson Snr, IBM Chairman, 1943
True and authentic connection
New opportunities to activate brand passion and affiliation
Welcome to the revolution
How do I surprise my consumers to make them want
to share my brand?
Community
& brand spread
The ingredients and methods
1.
“... DON’T SUCK.”
Jimmy Wales, Wikipedia Co-Founder, Sept 2008
the idea!
brand
know what you
stand for
Ideas
Spread it
Ensure that there is clarity around your brand and your brand idea
The brand idea should be sustainable for the long term
The interactive expression of the brand must be true to that idea
Build the brand based on human insight - it makes sharing easier
2.
Creatively this opens up an entirely different way of thinking
himsy
opical
ree
Create stuff worth sharing
Make it engaging
Know your community
Think about how sharing can facilitate growing your on-line community
Spread it
3.
The power of recommendation
Spread it
Think of your brand’s interactive assets as a digital campfire - warm, friendly, and social
Fuel that fire with a planned approach to content
Building community is a strategy, not a tactic
4.
Visible
Method for brand spread
Spread it
When planning an interactive asset ensure that traffic is considered and budgeted for
Remember that online and offline activity should work together
Sustain traffic driving post launch
5.
What have you got to say?
What value do you have to bring?
How can you use the community to create relationships?
500,000 views 1,000,000 downloads
Spread it
Your interactive assets are an ongoing work in progress
Multi-platform approach generates more eyeballs, more exposure, and more opportunity for community building
Interactive assets can evolve to long term business tools, platforms or products
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Questions?