Branding in the interactive space

Wednesday_04.03.09

Jimmy Wales says…

DON’T SUCK

•The case for interactive

•Enhancing your brand: engagement

•Managing the conversation

Tonight you’ll hear about…

Online community engagement strategy

The case for interactive

Kellogg's online ad effectiveness studyIncrease in Sultana Bran brand metrics

5%

10% 10%

20%

9%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Brand awareness "I like this brand" Brandconsideration

Intent topurchase

Recommend tohousehold

Source: IAB Australia

Australian weekly media consumption 2008 (hours)

16.1

13.3

8.8

2.82.0

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

18.0

20.0

Online TV Radio News Magazines

Hours

Source: Nielsen

The interactive space is a branding space

Enhancing your brand: engagement

the idea!brand

KNOW WHAT YOU

STAND FOR

Brand:

Brand:

Idea:

http://www.cnnbcvideo.com/?nid=fJsnCrrFdctkgNPoOZCrLjEwNjMyODMw&referred_by=12587452-VpCluNx

Brand:

Idea:

Irresistible to women

Brand: Idea:

Brand: Idea:

Brand:

Idea:

Managing the

conversation

ACA story uploaded to YouTube - 1,600 views and counting

TT story uploaded to YouTube - 4,100 views and counting

Casa Flemenco

ACA story uploaded to YouTube - 1,600 views and counting

TT story uploaded to YouTube - 4,100 views and counting

The email

“ ”

Everyone’s a critic,everyone’s an avenue

Source: Forrester Australian Social Technographics report, November 2008

•1 in 4 create content (i.e. write a blog)

•1 in 3 interact with content (i.e. comment on blogs)

•7 in 10 are watching content(i.e. reading blogs)

Listen, engage, respond

• The interactive space is a branding space

• Focus and maximise online engagement by leveraging your key brand idea

• Listen, engage, respond

Thanks!

pluetjens@bcm.com.au

Visit the BCM Blog and subscribe to What Next:

www.bcm.com.au