Brandformers: Integrated Brand Marketing Strategies Based on Consumer Engagement
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Transcript of Brandformers: Integrated Brand Marketing Strategies Based on Consumer Engagement
BrandformersIntegrated Brand Marketing Strategies Based on Consumer Engagement
Jon Samsel - Marketing Forum 2010 - Richmond Events - Doral Resort, Miami FL
There is really only one metric that means anything in business: how well you're doing against your competition.
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How well you're doing seems to be fairly straightforward:
Just look at the revenue, right?
But the brand is important too.
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when is a wedding gown just a dress?
and not a Vera Wang?
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and not an Armani?
when is a suit just a suit
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when is a tractor just a tractor
and not a john deere?
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what makes on invisible brand visible?
what makes an invisible brand
visible?7
Sociable
Searchable
Measurable
Actionable
PortableShareable
Brandformers Are Highly
Visible
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question to brand
managers: what is your
click-to-findability
ratio?
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YOUR BRAND IS A DELICATE ECOSYSTEM
Conversations
Empowerment
ExperienceCustomers
Integration
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engagement grid
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try
find
care play
listen
help show
share
give
reciprocity & interactivity are brand amplifiers
When people interactthey are more likely to
transact.
The experience is the brand.12
1.Interactivity is fun2.Engagement is empowering3.Brand recall is higher4.Remarkable experiences are viral5.People buy from brands they love
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CASE STUDY: INTERACTIVE ENGAGEMENT
• Customer participation + real energy savings = loyal brand advocates• TXU brand perception changes to an environmentally aware corporation• Outstanding Achievement Award from the Interactive Media Council
Agency: Creative-Spark.com
Integrated Consumer Engagement
Customer is at the center
Objectives
Goals
Strategies
Tactics 14
Bloggers
G-Technology.com
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Case Study: Integrated Marketing
Results:•Press impressions at 5,318,292•Twitter impressions at 1,693,307•Blog impressions at 2 million•Social Chatter increased by 5x•Positive interaction on all Social Channels•Facebook fans went up 1.5x•Twitter followers went up 2.5x•YouTube unique views at 60,000•$85,181.39* website revenue on G-Technology.com in 10 days
G-Tech by HitachiGoal: Amplify the consumer conversation beyond traditional methods of advertising and events
Agency: LoomisGroup.com
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Integrated Marketing
Customer needs fulfilled
Consistent messaging
Multi-agency cooperation
Traditional & emerging platforms
Streamlined calls-to-action
Tactic inter-dependency
Touchpoint alignment
Equitable channel mix
ROI across the board
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Reengineering Often Required[data, content, technology, platforms & approaches]
Source: New Integrated Marketing, Symmetri
Marketers Feel Overwhelmed
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Know it all.
Do it now.
Brand is sacred.
Resources tight.
Show me ROI.
Test first.
Few standards.
Confusing tools.
Customers gone wild.
Limited skill sets.
Hiring freeze.
Just launch it already.
How to measure?
What to measure?
What's an API?
Benchmark it.
Monitor and then what?
Drive more traffic.
Increase sales.
Interdepartmental silos.
Social + Data is
500x larger
TRADITIONALWEBSITE CONTENT
SOCIAL + DATA
Deep Web ChallengeBrand-generated content
is dwarfed by
conversations and data feeds about your brand.
Source: http://oedb.org/library/college-basics/invisible-web 19
Brands are trying hard to be part of the social conversation.
The rub is, many online communities don't want you there.
Unless you have something of value to offer -- and you can do it in an honest, straightforward and transparent way.
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21Source: Culturecasting by Gunther Sonnenfeld
I Now Pronounce You: MonetizedJK Wedding Entrance Dance Video: Reactive Social Media Strategy
[ UGC + zero development costs + YouTube + 48 million views + zero video streaming bandwidth fees + copyright infringement + Sony monetization via click to buy text ads = bumper payday for YouTube, Sony, and Chris Brown + celebrity status for newly married couple & bridal party ]
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successful brands are about people
[memorable customer stories that connect emotionally]
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24Source: Culturecasting by Gunther Sonnenfeld
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expectations not met get noticed
Brandformer
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