Your Brand Is Not My Friend: Twin Cities Version
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Transcript of Your Brand Is Not My Friend: Twin Cities Version
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catfoa.blogspot.com@catfoa
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Your Brand Is Not My Friend
Presented by Alan Wolk
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Ad agencies are no longer about selling
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They’re about “storytelling”
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and “engagement”
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They want to be our friend
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But
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Your Brand Is Not My FriendBut
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Ads used to deliver news
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Then they became all about branding and image
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Then they became all about branding and image
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The Real Digital Revolution
Then along came
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Google changed everything
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Now we can fact check ad claims
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Now we can fact check ad claims
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And see what other consumers think
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And see what other consumers think
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This has resulted in a complete change in consumer behavior
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Before
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ADBefore
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PURCHASEADBefore
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PURCHASEADBefore
Now
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PURCHASEAD
AD
Before
Now
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PURCHASEAD
GOOGLEAD
Before
Now
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PURCHASEAD
GOOGLEAD PURCHASE
Before
Now
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GOOGLEAD PURCHASE
That’s huge
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Changes how we buy a car
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Before: limited resources
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Before: limited resources
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Before: limited resources
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Before: limited resources
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Now: Full range of resources
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Now: Full range of resources
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Now: Full range of resources
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Now: Full range of resources
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Now: Full range of resources
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New & improved needs to mean it
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New & improved needs to mean it
Faster!!Limited Time Only!!!
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Your product needs to be buzzworthy
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You want people talking about your product
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You want people talking about your product
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It’s all about getting to Google
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Once this happened, print and TV couldn’t close the sale anymore
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They could offer compelling facts or create an image
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So marketers looked at online
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Microsites weren’t working: why would I go to one?
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Neither were banners
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When we “surfed” the web, banners took you someplace just as interesting as where you were
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But now that we go online for a reason, we’re not likely to stop what we’re doing to “interact” with an ad
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New ways to “engage” customers were needed
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Social Media seemed like the next big thing
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Everyone was becoming “friends” online
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Everyone was becoming “friends” online
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Why not brands?
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Your Brand Is Not My Friend™
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Social networks are today’s malt shops
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It’s where we go to hang out with our friends
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We don’t want to be interrupted by salespeople
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But there are some brands people want to hear from
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They’re called “Prom King Brands”
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There are the usual suspects
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Sports teams
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TV shows, movies and music acts
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99% of brands are not “Prom Kings”
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But they can still play in social media
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They just have to do it differently
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Five steps to making social media work for you
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Step 1: Identify a need you can help with
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(Maxwell House drinkers like to save money)
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Step 2: Figure out how to solve that need
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(Coupons are always appreciated)
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Step 3: Approach your targets as a salesperson
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(Salespeople have web pages, not Facebook pages)
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Step 4: Use Twitter for customer service or to share news. Don’t use it to sell.
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(Customer service reps should have names)
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(Customer service reps should have names)
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(Customer service reps should have names)
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Step 5: Don’t push it
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(Give them the coupon and get out of the way)
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(Give them the coupon and get out of the way)
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Quick Case Study: Why Whole Foods does Facebook right
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Facebook update in my inbox
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Facebook update in my inbox
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Facebook update in my inbox
$5 Coupon
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Facebook update in my inbox
$5 Coupon
via PDF on external site
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Facebook update in my inbox
Signed by a real person
$5 Coupon
via PDF on external site
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The Whole Deal site
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The actual coupon
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Whole Foods Facebook fan page
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Whole Foods Facebook fan page
Links to WFexternal sites
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Whole Foods Facebook fan page
Links to WFexternal sites Useful videos
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Whole Foods Facebook fan page
Links to WFexternal sites
Store photos
Useful videos
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Whole Foods maintains consistency everywhere
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WholeFoodsMarket.com - the consumer website
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WholeFoodsMarket.com - the consumer website
Blog
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WholeFoodsMarket.com - the consumer website
Blog
Cou
pons
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WholeFoodsMarket.com - the consumer website
Blog
Cou
pons
Recipes
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WholeFoodsMarket.com - the consumer website
Blog
Cou
pons
Recipes
Contest
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The Whole Story blog
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The Whole Story blog
Contest
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The Whole Story blog
Contest
Social media links
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The Whole Story blog
Contest
Social media links
Links to useful blogs
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Follow this game plan and you will see results
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Soon enough, they’ll start to like you
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They may not always talk to you, but they will talk about you
Which is exactly what you want:
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To be part of the conversation
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But what then?
What if they’re talking about you and your competition
And they like you both?
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You’ll need to set yourself apart
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But how?
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That’s where branding comes into play again
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You need to create an image for the brand
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How you do that might not be with an ad
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How you do that might not be with an ad
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But rather with really great customer service
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Really great design
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Or really noteworthy innovations
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Advertising serves as a reminder, not a driver
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Brand messages now need to be more holistic. More than words on a page or images on TV
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Consumers see ads as Potemkin villages
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They’re tired of brands saying one thing... and doing another
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And they want to see evidence, not ads
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That’s why strategy is so important
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Strategy is what sets brands... and ad agencies apart
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Creativity is still important, but it will take on different forms to match the different media
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We can no longer focus on finding the exact right shade of blue: it makes us contractors not architects
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What will the creative department of the future look like?
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Less collaboration: writers work on blogs & web site copy, art directors work on product and store design
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More collaboration: tomorrow’s creatives will need to work with people with all sorts of job descriptions
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That’s because agencies will be doing a lot of different things for clients, things that don’t fit into the boxes of today’s 20th century agencies
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Agencies will need to be flexible and staffers will need to be able to do more than one thing
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The more you can show that you are more than just a copywriter or an art director, the better.
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That can mean writing a blog
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Creating a program
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Making your own video
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Agencies are evolving daily.No one knows exactly what the future will look like.But I can assure you one thing:
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It will be interesting
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Thank You Minnesota
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Questions?