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- .Real time brand managementWhat marketers need.And how to do it.

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, Obligatory pompous- .self aggrandizing slide

Pinstorm is a digital brand management firm.We operate around the clock, around the world.

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What hath God

wrought?

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Aproduct is made of raw materials

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Abrand is made of perceptions

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Abrand is made of perceptions

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, People buy brands not products

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You may put a lot into yourproduct

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’ But if you don t manage the brand in- , real time it all goes to waste

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=#FAIL

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Traditional brand management methods’ .won t work here

Badnews

Google Alert orforwarded by well-wisher

MktrCEO

CorpCom/ Mktg

Email / SMS

MainlineAgency

#FrenzyCreative

Media

Social Div

#Not My Problem

#We’ll buy Fb ads

#Let’s do a Twitter page

Badnews#Hashtags

CorpCompressured

Badnews goes away

Urgent meetingshappen

Status Quo

#Relief#Bullet_Dodged

#Till The Next One

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’ What s wrong with traditional - brand management in the real time

?age1. Wrong Focus:

Not CorpComm/Mktg issue. A business issue

2. Wrong StructureNot separate: but meld mktg + cust service

3. Wrong Speed: Response in weeks, not hours.

4. Wrong SupportAgencies split in creative/media. Wrong for digital

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, Before we get to the right way .change your thinking

Marketing isn’t a place for leisurely research and 3-year product life-cycles.

It’s where your brand is always in beta.

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, If yourbrand is always in beta always , : being tested guided then your function

:is more that of

An air traffic controller

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- The new life of the real time brand.manager

Ten aspects.

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- The new real time brand manager1. Listens harder

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- The real time brand manager1. Listens harder

• Google Alerts aren’t enough. By a factor of 200.

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- The new real time brand manager2. Separates decoys &the real thing

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- The new real time brand manager2. Separates decoys &the real thing

• >90% of all mentions can be ignored.

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- The new real time brand manager3. Integrates the company behind her

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- The new real time brand manager3. Integrates the company behind her

• Join up customer service, then marketing• Follow through each incident

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- The new real time brand manager4. , First thinks customer service then

outbound marketing

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- The new real time brand manager4. , First thinks customer service then

outbound marketing• First aspirin, then vitamin• First Twitter, then Facebook, LinkedIn

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- The new real time brand manager5. Is neverafraid to intervene

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- The new real time brand manager5. Is neverafraid to intervene• Tracking solutions by themselves are useless.• Where’s your response? Workflow to track it?

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- The new real time brand manager6. Finds great tech &people to help

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- The new real time brand manager6. Finds great tech &people to help

• Tech alone can’t solve issue. Tone, manner maps• People alone can’t do it with Excel spreadsheets• Do all employees speak for you? Outsiders better?

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- The new real time brand manager7. Makes it all work as one

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- The new real time brand manager7. Makes it all work as one

• No separate firms for Facebook, SEM, Twitter, SEO, Display and Mobile

• It’s the same consumer, stupid! (On same device!)• All digital should be handled as one medium.• All media will be digital

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- The new real time brand manager8. , Understands it takes money scale

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- The new real time brand manager8. , Understands it takes money scale

• We will be Twitter’s revenue model• And that’s good for both of us• Be global and scalable from day 1

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- The new real time brand manager9. Understands the strategy change

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- The new real time brand manager9. Understands the strategy change

• It’s not Customer Relationship Management• It’s Cult Relationship Management• It’s not “our facebook/twitter/4square/etc strategy”• It’s “our real-time brand management strategy”

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- The new real time brand manager10. ’ Understands there s no sleep

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- The new real time brand manager10. ’ Understands there s no sleep

• At least till the next shift reports in to work!• But is at peace through it all

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!Welcome to this new world

@maheshmurthy

from

@pinstorm