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Presentation delivered during "Brand Building in The Digital Age' session at the NY Business Expo (at the Javits Center) on October 20, 2010. Includes 'bonus' slides that I didn't get to discuss but touch on some of the tactical and process elements that are important for marketers/communicators to understand to successfully engage in brand building today.
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Shift&Reset
BuildingYourBrandInTheDigitalAge
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Whatyouaredoingisn’tworkinganymore!
PhonesChange
Everything
iPadsChange
Everything
FacebookChangesEverything
HuluChangesEverything
NikeChangesEverything
RealLifeChangesEverything
TechnologyandtheInternet,andtheirroleinourlives,haschangedhowwecommunicate,getandshareinformation,themediaweconsume,andthereasonsweengagewitheachother‐onlineandof9line.Theeffectsofthesechangesarebeingfeltbyallofus,everyday,allthetime.
InformationmovesFASTER.PeoplearemorecloselyCONNECTED.WeallhaveDIFFERENTOPTIONSandBETTERCHOICES.OurEXPECTATIONSAREHIGHER.TheconnectionswemaketotheissuesandeventsthatshapeourworldarebeingTRANSFORMED‐‐rapidlyandconstantly.
Everythingmustchange.
Shift&Reset
Howorganizationsoperate,organize,andcommunicatemustbeREIMAGINED.ThepassionandinterestofindividualsmustbeREFOCUSEDandREDIRECTED.ThewaysthatwemeasuresuccessmustbeREASSESSED.ThewayswepromotebigideasandcreatebettersolutionsmustbeREENVISIONED.
Brandisaboutexperience
Marketingislikedating...andmarriage
TrustmeI’ma
marketer
Technologyisjustthefacilitator
Socialmediachangeseverything...andnothing
[3Things]
‘Theinternetscaresme.’
‘Idon’thavethetime.’
‘Idon’tknowwhattodo.’
‘Itcoststoomuch.’
‘Iamoverwhelmed.’
‘Mycustomersdon’tusethesetools.’
‘Itriedanditdidn’twork.’
‘ShouldIbeonTwitter?’
‘Adifferentdepartmenthandlesthat.’
‘Iamtooold.’
‘So,Ijustneedtobuildablog?’
‘It’stoolate.We’redoomed’
Timely,relevant,compellinginformation
Experiencespeoplewillremember(fondly)andtalk
about.
Stuffthatpeoplewilluse...andvalue.
[BigFinish]
YouneedtoRETHINK
YOURWORK.
YouneedtoPLAYNICELYWITHOTHERS.
YouneedtoKNOWMOREABOUTHOWPEOPLELIVE.
YouneedtoKNOWABOUTEVERYTHING.
YouneedtoPROVIDELOTS
OFGOODCHOICES.
YouneedtoADAPTTODIFFERENT
CHANNELSANDPLATFORMS.
YouneedtoSTOPCARINGABOUTCASESTUDIES.
YouneedtoREDEFINESUCCESS.
Consideryourselfchallenged
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ThinkingAboutMedia.comFastCompanyExpert!
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Shift&Reset
BuildingYourBrandInTheDigitalAge
[Extras]
KnowYourAudience
DemographicPsychographicTechnographicBehavioral
OrderofOperations
GoalsStrategies
TacticsResources
Whatyouneedtoknow...about(someof)thetools
Thereisno‘rightway’toblog
Moredynamiccontent=moreremembering
Gamesareformorethanplaying
Mobilephonesarealwayson,alwaysactive
EverythingIsSocial
YouMustBeFindable
Communicationhappensofflinealso
Whatyoushouldknow...togetstarted
1)CreatingaudienceProfiles
2)Developingacontentplan
3)Monitoring
4)Experimentingw/outreach
5)Buildingsystems
Beforeanythingelse
1)Positioning
2)RealTime
3)Value
4)Transparency
Focuson...
Anddon’tforget...
Change is hard: You are asking people to shift their
behavior. It cannot be forced.
Audiences need help and support: You need to teach people how to have
an impact.
Organizations must be patient and committed: You have to invest -- time, money, energy, and focus
-- to be successful.
Try. Fail. Learn: There are no right answers. Nobody
knows exactly how this stuff works.
