brand redefined

download brand redefined

of 26

  • date post

    15-Jan-2015
  • Category

    Business

  • view

    663
  • download

    7

Embed Size (px)

description

Presentation to Universidade Católica Portuguesa (Catholic University of Portugal) Social Media Program, Lisbon, Portugal A look at the evolving definition of a “brand” in the social media age.

Transcript of brand redefined

  • 1. brand:redefined social media and the ever-changing notion of your brand Universidade lica Portuguesa Formao Avanada em Media Sociais April 24, 2012 Joel PostmanCopyright 2012 2013, Joel Postman & Socialized PR
  • 2. Copyright 2012 2013, Joel Postman & Socialized PR
  • 3. one of 2009s top five must-read social media marketing booksCopyright 2012 2013, Joel Postman & Socialized PR
  • 4. brand: 1100 a.d. :a long time ago noun brand Middle English, torch, sword, from Old English; akin to Old English brnan to burn. First Known Use: before 12th centuryCopyright 2012 2013, Joel Postman & Socialized PR
  • 5. brand: 1840s :industrial revolution noun brand a. A trademark or distinctive name identifying a product or a manufacturer. Manets Bar at the Folies-Bergere, 1882 b. A product line so identified: a popular Bass Ale: First U.K. trademark, 1876, possibly first in the world brand of soap.Copyright 2012 2013, Joel Postman & Socialized PR
  • 6. brand: 1980s :david ogilvy noun brand The intangible sum of a products attributes: its name, packaging, and price, its history, its reputation, and the way its advertised.Copyright 2012 2013, Joel Postman & Socialized PR
  • 7. brand: 2008 :me noun brand our experiences with a companys products, services, employees and customers, and the way they shape our perceptions of the company.Copyright 2012 2013, Joel Postman & Socialized PR
  • 8. the experience is the marketing Differentiates companies and products Increases customer value and loyalty 1998! - Commodity business: charges for undifferentiated products. - Goods business: charges for distinctive, tangible things. - Service business: charges for the activities you perform. - Experience business: charges for the feeling customers get by engaging it.Copyright 2012 2013, Joel Postman & Socialized PR
  • 9. brands & markets are conversations Markets are conversations Market is a noun, not a verb Markets consist of people, not demographic sectorsCluetrain Manifesto, 1999 Copyright 2012 2013, Joel Postman & Socialized PR
  • 10. listening in to your brandCopyright 2012 2013, Joel Postman & Socialized PR
  • 11. reputation noun reputation The aggregate of public perceptions of a companys social, political, ethical and business behavior, and how people engage with the company based on these perceptions.Copyright 2012 2013, Joel Postman & Socialized PR
  • 12. consumer sentimentCopyright 2012 2013, Joel Postman & Socialized PR
  • 13. Copyright 2012 2013, Joel Postman & Socialized PR
  • 14. Copyright 2012 2013, Joel Postman & Socialized PR
  • 15. Copyright 2012 2013, Joel Postman & Socialized PR
  • 16. influence the power to affect persons or events. A cognitive factor that tends to have an effect on what you do.Copyright 2012 2013, Joel Postman & Socialized PR
  • 17. metcalfes law the value of a network is proportional to the square of the number of connected users (n2)Copyright 2012 2013, Joel Postman & Socialized PR
  • 18. measuring influence Klout measures influence by measuring clicks, tweets, & comments Marketers attempt to connect online conversations to offline buying behavior True Reach: How many people you influence Amplification: How much you influence them Network Impact: The influence of your networkCopyright 2012 2013, Joel Postman & Socialized PR
  • 19. klout: how meaningful?Copyright 2012 2013, Joel Postman & Socialized PR
  • 20. not very Twitter poll to determine who is more influential Joe Fernandez (founder of Klout) 4,832 Tweets Following 654 Followers 8,098 Listed 792 Evan Williams (founder of Twitter) 6,333 Tweets Following 1,346 Followers 1,395,276 Listed 17,337 Copyright 2012 2013, Joel Postman & Socialized PR
  • 21. measuring influence on twitterCopyright 2012 2013, Joel Postman & Socialized PR
  • 22. measuring influence on twitterCopyright 2012 2013, Joel Postman & Socialized PR
  • 23. measuring influence on twitterCopyright 2012 2013, Joel Postman & Socialized PR
  • 24. peoplebrowsr kredCopyright 2012 2013, Joel Postman & Socialized PR
  • 25. summary Consumers are now a major part of your brand experience Consider dictionary definitions of influence above social media usage Influence is difficult to measure The conversation continues, with or without your company Copyright 2012 2013, Joel Postman & Socialized PR
  • 26. joel.postman@gmail.comfacebook/postman@jpostman