Brand Engagement through Technology
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Transcript of Brand Engagement through Technology
THE BRAND FACTORY®
INVENTING DESIRE
How Engagement has become the New
Branding
A Presentation by
ISHAN GHOSH
Executive Vice President
‘The Old Spice Guy’
Did it work?
110 million views of the video
Did it work?
• Today, Sales up by 107%
• Sales increased steadily – up 55% over 3 months since the event in April 2010
What was the magic behind this?
ENGAGEMENT!
Technology
“Brands don’t make viral videos, Users make videos
viral”
- Dan Greenberg, Sharethrough
It all starts here….
Brand Loyalist Brand Activist
Consequence of Technology
1. Change in Consumer Expectations
2. Change in how Brands approach
Marketing
3. Change in the way we Engage
consumers facilitated by Technology
Change in Consumer Expectations
“Customers expect companies to know who they
are and their preferences regardless of how and
when they interact. Their tolerance for
fragmented interactions will continue to drop as
their expectations rise.”
- Lisa Goodmaster, Partner Peppers & Rogers
Group
Change in Consumer Expectations
Define Refine
Recognise who I
am.
Demographics/
Psychographics
Brand must be an
extension of my
lifestyle
The Brand
influences my
image
Peer
endorsement
I want to drive
the Brand
I will influence
Brand’s image
Change in Consumer Expectations
How does he see himself in the context of his Social network?
Do we understand how his ‘Tribe’ behave and respond to stimuli?
Change in how Brands approach Marketing:
Curator Collaborator
Create
Positioning
Preserve
singular brand
promise
Be consistent
in the offering
Delivery
Co-create
brand’s DNA
with user
Facilitate user
to interact
with the brand
on their terms
Sharing
Change in how Brands approach Marketing:
Mass Personalisation
Mass personalisation, one-to-one
Mass Personalisation, one-to-one, to the mass
Change in how Brands approach Marketing:
How can we Intrude into his tribe?
See what I can do!
What d’you think?
This is how I feel about it!
Track Noise
Join the Conversation
Stimulate ongoing dialogue/ action
Hey, these are guys I’d like to hang
out withCHECK THIS OUT!
Change in how Brands approach Marketing:
“We’re building toward a web where default is social, every application and product will be designed ground up to use real identity.”
How a condo won friends and influenced people
The New Rules of Engagement
The New Rules of Engagement
The New Rules of Engagement
The New Rules of Engagement
• 3,200 names
• 120,000 votes
• 150,000 website hits
3,200 Virtual Brokers!
The New Rules of Engagement
The New Rules of Engagement
The New Rules of Engagement
Be There
- COKE CHEERS
- Share a Coke and tell your friends. Coke Cheers is a simple, fun application that let's you make a toast with a Coke and post it up to Facebook or Twitter. Your online post even shows who you share a Coke with and let's you pick from multiple messages such as- first encounters /- new adventure /- love /- a job well done /- happy hour - reconnecting /- loving life /- sunny days /- a big night/- happiness! - taking a break /- forgetting our worries /- a perfect match - our favorite spot /- old friends /- new friends /- family - celebration /- birthday /- today /- Happy Holiday!
Be There
Engaging the Consumer as a Collaborator
1. Join the conversation.
2. Open opportunity for a dialogue.
3. Be transparent: They don't expect brands to be perfect, but they expect honesty.
4. Provide tools and knowledge and then turn them loose to customize and make them their own.
5. Be relevant and current. Fill a need, answer questions, value her opinion, and then let them see action taken. And don't forget to make the experience, fun.
6. Get to the point. They're busy, so be authentic, clear, and genuine.
7. Make decision making comfortable and information is key to comfort.
8. Be both pragmatic and emotional. Brands need to cover both sides of the conversation.
9. Tell stories. Engagement is about communicating -- telling a story -- which is extremely different than selling.
How Fisher-Price befriended Moms
• #1 thing Moms do online – share pics of their kids
• Personalisation: Label and organize the way they want
• Automatic chronology
• Control who they want to see the pics
• Targets 36 mil moms who are online
May the Best, Buy
May the Best, Buy
Telus wins hearts and business
Campaign for Breast Cancer
Campaign for Breast Cancer
Calvin Klein goes intimate
Going Intimate
Going Intimate
‘The Old Spice Guy’
Going Intimate
Leveraging technology to facilitate Engagement?
Leveraging technology to facilitate Engagement?
Platforms like Facebook, Twitter, Digg, MySpace, YouTube help marketers,
• ‘Meet’ their audience – observe them at work and play
• ‘Share’ the brand with their audience &
• Allow their audience to “guide” the brand direction
Leveraging technology to facilitate Engagement?
• Speed of Response
• Ability to receive and provide feedback
• Ability to share
• On demand
Who is this New Consumer?
Key to Engagement
Solve a problem +
= Create Brand Activists
Make it Fun
Questions?