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Most brands offer products or services comparable to what most competitors offer. Now every brand has landed a Facebook page, merely having one is no longer enough to differentiate. Having a great page still is. Great pages are mostly the work of great brands. Typical for great brands? Great content, great stories! With a focus on content and storytelling, every brand - big or small, love brand or a brand - can learn how to really differentiate. Come and discover how.
Citation preview
The importance of storytelling
when building your brand
11OKT
we create e!ectiveness
DATA
CHANGE
DIALOG
ONE TO ONE
ACTIVATION
DIGITAL
THINK
LIVE
DATA
CHANGE
DIALOG
ONE TO ONE
ACTIVATION
DIGITAL
THINK
LIVE
Becomecontagious
in six step(p)s
The effect
of doing
Entertoday’s
relationship era
Digital marketing
is almost dead
Digital marketing
is almost dead
Marc PritchardGlobal Brand Building Officer, P&G
insight
= idea+ creativity
Marc PritchardGlobal Brand Building Officer, P&G
“We’re in love with the technology right now, a little bit. We need to fall back in love with the ideas again. Because ideas & content will be the real di!erentiator in the future.”
Entertoday’s
relationship era
“If you are still selling goods and services by blanketing the world with advertising, trying to persuade or entertain or flatter consumers into submission, you are doing things
all wrong. Because the world has changed. A lot.”
Co-authors of “Can’t buy me like”
Bob GarfieldDoug Levy
the relationship eraTM
COLLAPSE OF “MASS”
PRIMACY OF TRUST
INCREASE OF TRANSPARENCY
RISE OF SOCIAL CONNECTIVITY
PRIMACY OF TRUST
the relationship eraTM
digitalchannel technology media| |
=
humanneeds connections values| |the relationship eraTM
=
what’s the main ingredientfor every relationship?
TRUST
| congruencycarecredibility |
TRUSTthe 3 C’s of
does your offering correspond to what you promise?
credibility
do you understand your consumerand listen to what he really thinks about you?
care
does every company aspect reflect the values you share?
congruency
EMOTIONALRELATIONSHIP
SUSTAINABLERELATIONSHIP
LIMITEDRELATIONSHIP
RELUCTANTRELATIONSHIP
BRAND SUSTAINABILITY MAP
TRANSACTIONS HIGHLOW
TRU
STH
IGH
LOW
Ron Shaichco-CEO, Panera Bread
Ron Shaichco-CEO of Panera Bread
“Our whole marketing e!ort … is fueling word of mouth. Marketing is simply amplification of the experience within.
It's not like we are going to convince you that we are something that we are not.”
Becomecontagious
in six step(p)s
THE TIPPING POINT
# OF CONNECTIONS HIGHLOW
EFFE
CTI
VEN
ESS
HIG
HLO
W
Jonah BergerAuthor of ‘Contagious’ & Marketing Professor, Wharton School of Business
Jonah BergerAuthor of “Contagious”
Marketing Professor, Wharton School of Business
“By focusing so much on the messenger, we've neglected a much more obvious driver of sharing: the message”
FRAMEWORK
practical value storiesemotionsocial
currency triggers public
practical value storiesemotionsocial
currency triggers public
People share things that make them look good
practical value storiesemotionsocial
currency triggers public
Top of mind, tip of tongue
practical value storiesemotionsocial
currency triggers public
When we care, we share
practical value storiesemotionsocial
currency triggers public
Built to show, built to grow
practicalvalue storiesemotionsocial
currency triggers public
News you can use
practical value storiesemotionsocial
currency triggers public
Information travels under the guise of idle chatter
How
is Dumb ways to die?
Jonah BergerAuthor of “Contagious”
Marketing Professor, Wharton School of Business
“You may observe that Bill Clinton, Bill Gates and Bill Cosby are all famous and conclude that changing your
name to Bill is the route to fame and fortune.”
The effect
of doing
THE CONTENT SPECTRUM
HIGHLOW
BR
AN
DIN
G IM
PAC
TH
IGH
LOW
CONTENT EFFORTS
low effortlow impact
high efforthigh impact
THE CONTENT SPECTRUM
HIGHLOW
BR
AN
DIN
G IM
PAC
TH
IGH
LOW
CONTENT EFFORTS
content curation
brand affinity
brandedcontent
brand visibility
contentcampaigns
brand connections
contentby doing
brand building
THE CONTENT SPECTRUM
HIGHLOW
BR
AN
DIN
G IM
PAC
TH
IGH
LOW
CONTENT EFFORTS
contentcuration
brand affinity
brandedcontent
brand visibility
contentcampaigns
brand connections
content by doing
brand building
86 energy saving tips
THE CONTENT SPECTRUM
HIGHLOW
BR
AN
DIN
G IM
PAC
TH
IGH
LOW
CONTENT EFFORTS
contentcuration
brand affinity
brandedcontent
brand visibility
contentcampaigns
brand connections
content by doing
brand building
mobile app
THE CONTENT SPECTRUM
HIGHLOW
BR
AN
DIN
G IM
PAC
TH
IGH
LOW
CONTENT EFFORTS
contentcuration
brand affinity
brandedcontent
brand visibility
contentcampaigns
brand connections
content by doing
brand building
Sharing Energy
THE CONTENT SPECTRUM
HIGHLOW
BR
AN
DIN
G IM
PAC
TH
IGH
LOW
CONTENT EFFORTS
contentcuration
brand affinity
brandedcontent
brand visibility
contentcampaigns
brand connections
content by doing
brand building
#EnergyOnTheGo
SUSTAINABLERELATIONSHIP
a trust-worthy partner for its
clients
STEPPS-proof
solutions
contentby doing approach
insights+ creativity
= idea
“Money can’t buy you love...”
The Beatles
Paul McCartneyJohn Lennon
Thank you!