Building a Connected Brand in the New Facebook - iCrossing Webinar (Slides only)
The Connected Brand
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© 2013 Critical Mass, Inc. All Rights Reserved 1 How Brands Can Create Value in Our New Multi-Modal World PRESENTATION BY CRITICAL MASS January 23rd, 2013
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From the Yahoo! Canada Provoke Speaker Series at FFWD AdWeek 2013 Advertising Across Screens Smartphones and tablets have changed everything. Instead of an uneven ebb and flow of internet connectivity throughout the day, consumers now carry their connection with them. Smart devices have closed the gaps in connectivity, creating a seamless, ever-present, ever-changing experience. How should your brand adapt to this shift? Join Yahoo! Canada and learn from industry leaders, doers, and re-engineers of the web on how to take advantage of the marketing opportunities created by smartphones, tablets and television. Featuring a thought-provoking keynote presentation by Anthony D. Williams, consultant, researcher, and co-author of Wikinomics and Macrowikinomics which will be followed by a panel of industry leaders moderated by Jeff Beer from Canadian Business. Panelists: Robin Hassan, VP, Digital & COE Lead for Social and Mobile, Starcom MediaVest Group Matt DiPaola, Senior Vice President & General Manager, Critical Mass Eli Singer, Founder and President, Entrinsic Detailed White Paper to follow...
Transcript of The Connected Brand
© 2013 Critical Mass, Inc. All Rights Reserved 1
How Brands Can Create Value in Our New Multi-Modal World!
PRESENTATION BY CRITICAL MASS January 23rd, 2013
© 2013 Critical Mass, Inc. All Rights Reserved 2
Gone are the days of “singularity”!
We are living in a multi-screen, hyper-connected world where fluid and amplified brand experiences are the new normal.
© 2013 Critical Mass, Inc. All Rights Reserved 3
We are living in a multi-modal
world!!
© 2013 Critical Mass, Inc. All Rights Reserved 4
Threat !!
Opportunity?!
or !
© 2013 Critical Mass, Inc. All Rights Reserved 5
Opportunity !
© 2013 Critical Mass, Inc. All Rights Reserved 6
© 2013 Critical Mass, Inc. All Rights Reserved 7
And as consumers and technology continue to evolve, so shall the opportunity for brands!
© 2013 Critical Mass, Inc. All Rights Reserved 8
© 2013 Critical Mass, Inc. All Rights Reserved 9
The connected brand !thrives in this new !multi-modal world but plays with a new !set of rules!!!
© 2013 Critical Mass, Inc. All Rights Reserved 10
First things first,!they don’t think “screen”!
© 2013 Critical Mass, Inc. All Rights Reserved 11
CONNECTED BRAND!
RULE !1!!
CREATE ADAPTIVE “EVERYWHERE” EXPERIENCES!
© 2013 Critical Mass, Inc. All Rights Reserved 12
CONNECTED BRAND!
RULE !1!! If content is king, !
then context is queen !Deliver optimized “in-the-now-where-I-am” experiences.
© 2013 Critical Mass, Inc. All Rights Reserved 13
CONNECTED BRAND!
RULE !2!!
DELIVER LINKED AND SYNCED EXPERIENCE!
© 2013 Critical Mass, Inc. All Rights Reserved 14
CONNECTED BRAND!
RULE !2!!
Create experiences that are better when consumed together.
2 + 2 = 5 !
© 2013 Critical Mass, Inc. All Rights Reserved 15
THE CONSUMER IS! NOW THE CONTENT !
CONNECTED BRAND!
RULE !3!!
© 2013 Critical Mass, Inc. All Rights Reserved 16
CONNECTED BRAND!
RULE !3!!
Integrate consumers and their data to deliver hyper-personal experiences that forge connections versus interactions.
“I” am the hero !
© 2013 Critical Mass, Inc. All Rights Reserved 17
INVITE PARTICIPATION!
CONNECTED BRAND!
RULE !4!!
© 2013 Critical Mass, Inc. All Rights Reserved 18
CONNECTED BRAND!
RULE !4!!
Consumers will get more value out of experiences that they can take part in… but, experiences also need to deliver value if consumers don’t.
Tuned in !and turned on !
© 2013 Critical Mass, Inc. All Rights Reserved 19
GENERATE NEW “LIFE” VALUE!
CONNECTED BRAND!
RULE !5!!
© 2013 Critical Mass, Inc. All Rights Reserved 20
CONNECTED BRAND!
RULE !5!!
Move beyond what you want to say, create an indispensable experience.
Solve problems, deliver solutions!
© 2013 Critical Mass, Inc. All Rights Reserved 21
Moving forward:!Re-invent!
Experiment!Become a connected brand.!
© 2013 Critical Mass, Inc. All Rights Reserved 22
@CriticalMass
