The Brand Ecosystem: What does it mean for Digital Strategy?
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The Brand Ecosystem: What it means for digital strategy Andrew
Kolb @kolby84
Brand Ecosystems What? Why? Objectives? How?
What
Definition of a brand ecosystem its an organic model, where the
role of the brand is to listen to the conversations happening
around it, energise those conversations with interesting content
and experiences. Its all about givingthe brand community something
to talk about within their own personal social networks and
inuencers are then able to add momentum to your ideas.
Red Bull are kings of fuelling their ecosystem, by constantly
fuelling their energy ecosystem with new content, stories, the Red
Bulletin, controversies, world records, rumours about their
ambassadors etc. A key element of creating a Brand Ecosystem is to
embrace the Participative Branding approach. Participative Branding
is how a company engages and behaves with consumers across channels
and over time to earn both their attention and their participation
through experiences. Its also about how consumers engage with each
other.
Definition of a digital ecosystem the complex of a community of
digital devices and their environment functioning as a whole. A
complete digital ecosystem consists of hardware, software, and
services. All play a particular role in the ecosystem in order for
it to function as a whole. Based on the design of the hardware, the
function of the software, and the services provided, ecosystems can
target specic parts of the market or the market as a whole. The
important thing about ecosystems is that they create dependencies.
These dependencies can lead to consumer loyalty.
The digital ecosystem Google has created, unlike many
businesses, thinks rst like a services company and then works
backwards. While Apple and Microsoft think more from a hardware and
or software viewpoint rst, Google thinks rst and foremost like a
services company.
Why
Insight We are in the middle of a big shift. Brands are losing
control and its now well and truly in the hands of the
consumer.
2006: Insight
Insight Brand, PR, Digital, ATL, Sponsorship and Events are
merging. Brands must shift from leading to being led. Its time to
adapt and create the tools so we can get back in the drivers
seat
When brands launched into digital they had..... website Source:
http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
Then they had connected products & services iPod itunes
Source:
http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
Then they had connected products & platforms Source:
http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
Now they have Ecosystems............
Ecosystem: a community of channels and their environment
functioning as a whole to build relationships with consumers, also
adding new channels where it makes sense to connect to new
audiences.
Examples
Apple Mac iPod iPhone iPad Source:
http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
Google Source:
http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
We can see Nike connects everything with the consumer where-as
for traditional brands the channels are more about giving the brand
different ways to broadcast campaign messages.
If we consider any traditional FMCG brand as an ecosystem and
the role of digital within it you can begin to understand why an
ad-hoc approach to brand and marketing fails to deliver against
brand objectives. Within the digital space brands are about
consistently telling a unique story and engaging with an audience
who shares their views as part of the conversation. A brand needs a
story to connect its components together to provide content for
dialogue and to feed its growth much like a nutrient cycle in an
ecosystem.
Market Leaders
We do cool shit...not advertising Simon Penstridge - UK
Marketing Director Nike
BE PART OF THEIR LIVES, INFUSE YOUR BRAND INTO THE CULTURAL
CONSCIOUSNESS We dont do advertising any more. We just do cool
shit, it sounds a bit wanky, but thats just the way it is.
Advertising is all about achieving awareness, and we no longer need
awareness. We need to become part of peoples lives and digital
allows us to do that. The recent , Nike Grid idea was a great
example of fusing the real world with an amazing digital gaming
experience where Londonwas their playground.
Nike Grid - 24hrs, 40 postcodes get running. Nike Grid, is a
24hr challenge to run as much as you can across London, checking in
at phone boxes across Londons 40 postcodes. You earn points and
badges as you check in to phone boxes, with one person crowned the
king after 24hrs. Facebook connect integration to drive the
competitive element. Great idea for London youth using the streets
as your playground,tapping into their competitive side and using
geo location technology in a simple yet fun way.
80% PRODUCTION SPEND, 20% MEDIA SPEND Some of our best
campaigns have been the cheapest to create because theyve caught
the imagination of users and then taken off like wildre. Nike
Bootcamp in 2008 was a brilliant example of entertainment, utility
and social working together seamlessly.
EMBRACE A FAIL FORWARD APPROACH Were pushed to take risks in
everything we do as long as were enabling the athlete to be better,
Sure, well get some things wrong but youve just got to go for
it.
AN OVERALL CHANGE FOR NIKE MEANS WHAT? Nike have changed from
talking about a product to talking about what you want the product
associated with e.g Nike does not talk about its product of
shoes/clothing it associates itself with/ creates events that
people that its product would be interested in.
What are the themes of an ecosystem?
Collaborative
Open and Transparent
Self Organising
Always Evolving
Objectives
Why?
Data and Relationships The future of digital all boils down to
data and relationships to deliver growth for brands, by
strengthening their connections with consumers. The more brands
create and exploit digital platforms effectively, the stronger the
consumer relationships, the more valuable the data. The businesses
who win this future are ones that understand it is dialogue that
drives these digital connections.
What does this mean for brands? Developing a greater connection
with consumers to address the issue of loyalty. Create greater
marketing efciencies so that the brand can begin to not rely so
heavily on traditional media. Hero the brand through engaging
relevant content which in turn will drive brand preference.
How?
CONTENT
Where?
The content will come from the activity created in the brand
ecosystem and will energise and fuel the digital platform.
How
Phases of an ecosystem Dene/Rene The foundation of a digital
ecosystem is strategy Create Content is what fuels a digital
ecosystem. Measure Managing the success of a digital ecosystem is
critical
Define/Refine
Website Trafc source Paid Earned Owned Content type Crafted
Curated Social Experience Discover Learn Solve Inspire Behaviour
mode Exploratory Goal-directed Educational Blog Facebook Twitter
YouTube Mobile
Example Brand Ecosystem Recommendations FROM TO There is little
content captured at events and no incentive for consumers to create
their own. Driving brand preference by enabling the brand to bring
freedom to consumers and make them feel optimistic and alive. No
connection between each of the touch points for the consumers.
Giving people experiences through rich branded content and using
digital as a mechanic to drive consumers to events. Recognition of
a high level of engagement by consumers is not included. Creating
experiences using the creative platform is not energising the
digital platform. Within products and services the brand is not
offering any further value to consumers in regards to innovation or
utility. Creating more value for the brand by driving consumers to
engage with more than one touch point. Developing a loyalty aspect
to the ecosystem that leverages experiences and exclusives through
sponsorships and places of worship. Build innovative and
interactive tools to increase consumer engagement in the
ecosystem
Digital Platform
Example of a Brands Current Digital Ecosystem Web BRAND YouTube
Mobile Twitter Facebook
Example of Brands Current Consumer Experience Brand Campaign
Site Website Content Win Comps Facebook Posts Data Capture Creative
Platform Content Win Event Data Capture Sponsorship News
Proposed Brand Digital Ecosystem Reach Engagement Advocacy
Hub
Proposed Brand Digital Ecosystem Reach Audience Digital
Territory Engagement Advocacy Hub
Proposed Channel Map Creative Territory Reach Behaviour Content
Engage Apps YouTube Brand Website Campaign 1 Campaign Campaign
Sites 3 Twitter Facebook Content Campaign 2 Convert Instagram Blog
Mobile Loyatly Club
Example Role of Digital Channels HUB Develop a connection with
the consumer and be central repository for content FACEBOOK
Distribute content and generate awareness for the brand within the
social space MOBILE Connect with consumers at key events and
sponsorship opportunities to drive further engagement and beer in
hand moments YOUTUBE A central hub for video content and a creating
awareness for the brand. BLOG A place for longer forms of content
to be live and to create deeper engagement with the consumer whilst
building credentials for the brand. INSTAGRAM Create further
engagement opportunities for the brand and a key channel to
distribute branded content to consumers TWITTER A channel for the
brand to be involved in online conversations that are occurring
about the brand and drive reach.