This is my Trust presentation rewritten from the perspective of the practice of branding. Presented on 10/21/09 at the International Internet Marketing Association October meeting.
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Your Brand? OUR Brand. (IIMA version)
1. Your brand? OUR BRAND.
Branding in the Era of the
Empowered Consumer
Eric Weaver | Tribal DDB
10/21/09
2. Tonight
◼ Definitions and realities
◼ Four cultural changes that have turned the world upside-down
◼ Trust and its impact on revenue
◼ Rethinking the brand in terms of trust
◼ Social media branding makeovers
◼ Final thoughts/Q&A
2
4. Branding: a dog’s breakfast? Disparate definitions:
is it identity? Experience? Advertising? Gut
feeling? A promise?
October 21 at 6:31pm - Comment - Like - See Wall-to-Wall
4
5. Slight prob: suggesting any expense of time/
money that does not support a quarterly earnings
goal is often political suicide.
October 21 at 6:32pm - Comment - Like - See Wall-to-Wall
5
6. My def’n: the process of crafting a UVP and
platform for reception (& now interaction) w/one’s
market. Have to go to mkt with something.
October 21 at 6:33pm - Comment - Like - See Wall-to-Wall
6
7. Old-school control of brand, msg is a bit like
controlling gossip. You may “steer” it but really,
that’s about it. O.M.G. Did u see that tagline?
October 21 at 6:34pm - Comment - Like - See Wall-to-Wall
7
8. Why? BOOMERS = propriety. Trained in formalities, don’t
offend, guarded means safe, not so great with “random.” Suit &
tie = trust.
2:57 PM Oct 21 from PowerPoint
GENS X&Y = affinity. Formalities ignored, sharing means
finding, tech is easy, random is life. Consider your lens. Suit
& tie = distrust.
2:57PM Oct 21 from PowerPoint
8
9. In fact, 66%
of customer
touchpoints
are now
CUSTOMER
GENERATED
6:35 PM Oct 21 from
PowerPoint
(McKinsey Quarterly, June 2009)
11. THE REALITY: your brand is now our brand.
Branding must consider social implications.
6:40 PM Oct 21 from PowerPoint
12. Let’s look at the business of
promoting a brand.
less than a minute ago - Comment - Like
12
13. Outbound mktg is a $1TT
machine. Each niche = a full
industry. We're rewarded for
storytelling/ intrusion/
repetition. Unchanged in 150
yrs.
6:41 PM Oct 21 from PowerPoint
13
15. Commercialism starting to smell like self-interest.
Consumers flee to social netwks where they
could connect w/like minds, pitch-free.
6:45 PM Oct 21 from PowerPoint
16. For marketers, social netwks
looked like a smorgasbord of
opportune audiences.
OOH YUMMEH!
6:47 PM Oct 21 from PowerPoint
16
17. What’d we get? Same ol’ same ol’.
“Look over here! A chance to WIN!” #yawn
October 21 at 6:48pm - Comment - Like - See Wall-to-Wall
17
18. Traditional ads in
social netwks are
like #amway
salesmen showing
up at a cocktail
party. Not the right
context, kids. #fail
6:51 PM Oct 21 from
PowerPoint
18
19. The waning
Outbound Voice:
RT @TNSMedia
Intelligence US ad
spend plunges
14.2%; only online
posts growth.
6:52 PM Oct 21 from
PowerPoint
19
20. Four major cultural changes are killing the
outbound model and amplifying dialogue.
less than a minute ago - Comment - Like
20
21. CHANGE #1: trust has fallen off a cliff. (RT @edelman)
6:55 PM Oct 21 from Edelman Trust Barometer
21
22. RT @edelman: “banks, automotives, media and
insurance hit hardest in US.” Wonder abt schools,
cops, doctors (societal pillars)
6:56 PM Oct 21 from from Edelman Trust Barometer
22
23. CHANGE #2: time starvation,
micro-niche interests,
endlessly-customizable
media options, expecting free
information
6:59 PM Oct 21 from PowerPoint
23
24. #SEARCH: people, products,
info, media I care abt;
#EXPRESSION via blogs,
opinion sites, ratings;
#SHARING what we like, or hate
About a minute ago - Comment - Like
Generally, consumers don’t
need advertising, marketing or
PR (#TimeToRethink)
7:00 PM Oct 21 from PowerPoint
24
25. BLOGGERS
CUSTOMERS TRADE ORGS
CHANGE #3:
the new cacophony.
EMPLOYEES 7:02 PM Oct 21 from culture
INVESTORS
MEDIA
ANALYSTS
MARKETERS
GOVERNMENT
25
26. CHANGE #4: people turn to PEERS when
risk is high, more choices to review, less
time for research. #remarkable
7:04 PM Oct 21 from PowerPoint
26
27. Most credible ppl giving me company/product info? 47%
believe in PEERS. 13% trust marketers. #wakeupcall
#outboundvoice
7:05 PM Oct 21 from 2009 Edelman Trust Barometer
27
28. Trust isn’t just influential, it’s widely shared. 56% age 35-64, 63%
25-34 share trust/distrust on the web.
7:06 PM Oct 21 from 2008 Edelman Trust Barometer
28
29. Trust drives preference:
91% choose to buy from
companies they trust, 77%
refuse the distrusted.
Bottom line: TRUST
DRIVES
TRANSACTIONS.
7:07 PM Oct 21 from 2009 Edelman
Trust Barometer
29
31. Rethinking the brand in terms of trust
less than a minute ago - Comment - Like
31
32. Growing revenue not abt clever, elegant, loud. Not abt tools!
Nor Ashton/Oprah. Not abt Social Media change. IT’S ABT
PPL TRUSTING YOU.
7:08 PM Oct 21 from PowerPoint
32
33. CONSUMERS WANT PROOF OF INTENT: “How much
more would u trust a company for taking these actions?”
7:10 PM Oct 21 from Edelman Trust Barometer
33
34. So build a trust strategy. Where are u trusted?
distrusted? Reexamine brand attribs, think thru
proof points and executional steps.
less than a minute ago - Comment - Like
34
35. DON’T KILL TRUST W/INTRUSION: Don’t interrupt search.
Be found/referred. Don’t talk abt ur value, demonstrate it.
7:12 PM Oct 21 from PowerPoint
BUILD PROOF POINTS. Demonstrate u know ur stuff, a
vision for sector/mkt, that others took a chance & benefitted,
that ur ethical, easy, trustworthy.
7:12 PM Oct 21 from PowerPoint
EMPOWER OTHERS TO SPREAD THEIR TRUST IN YOU.
Give customers a voice. Amplify their words. Make value
sharing effortless.
7:13 PM Oct 21 from PowerPoint
35
36. Look for and target ur
organization’s trust soft-spots.
Rebuild trust there w/proof pts.
Be real. Take fodder from
conspiracy theorists.
7:14 PM Oct 21 from PowerPoint
36
48. Social media is so NOT a fad. Google gave us search.
SocMed gave us sharing, connecting. Consumers will not
give up this ability.
7:26 PM Oct 21 from PowerPoint
Social Media reflects that we are time-starved creatures
trying to get our day back, rather than being shallow.
Sharing = finding lk minds.
7:26 PM Oct 21 from PowerPoint
One more thing for marketers to do: more like engaging ur
market where they prefer to be. How’d that last trade show
budget work out?
7:27 PM Oct 21 from PowerPoint
48
49. RECAP: Rethink your entire brand and mktg approach from
a prospective of trust and with a wider lens.
7:28 PM Oct 21 from PowerPoint
Build trust by being found, demonstrating your knowledge,
your vision and offering proof of trustworthiness. #linkedin
7:28 PM Oct 21 from PowerPoint
Finally, use social marketing to leverage the EXISTING
TRUST already established between peers, rather than
buying new trust.
7:29 PM Oct 21 from PowerPoint
49
So what’s up with branding? It used to be that large branding specialty firms like Landor and Interbrand took home handsome sums to do deep dives into audience’s minds, test messaging, craft value propositions, and produce strategist that informed creative efforts. But recent surveys show huge disparities in a basic understanding of what branding is. Is it identity? A consumer’s experience? Kids from b-schools are equating it with advertising! Or is it the classic Ogilvy definition: a promise to purchasers of consistent behavior, experience and benefit?
And how did we get to this sorry state? Simple. Any corporate activity that does not support a quarterly goal is pushed aside for the quarter. Which means from now until a branding “crisis” hits.
This includes messaging, positioning, integration of strategic goals into an offering’s DNA. It’s not unlike the classic cocktail party metaphor. When you go to a party, you choose your dress, hairstyle, brush your teeth. You may affect a manner, try to be entertaining. You may wear a lampshade on your head. You may be a wallflower. But you decide these things before leaving the “house.”
Now, you can do all that work and be the best, most interesting person you can be. But as in real life, your market will react to your stated brand attributes. Only THIS time, that gossip is LOUD. It is not controllable. At best, you can coach or steer it.
Our brand, including you. You craft and present your brand but consumers can make a huge impact on market perception. Despite this sounding dire, it’s actually an incredible opportunity for marketers.
Comcast now has a staff of 10 handling customer service over Twitter. Response times are considerably quicker than through the call center, and they have been awarded by Forrester Mktg as an example of a customer-focused innovator.