Building brands through social currency. Presentation at the 2014 Dani Komunikacija in Rovinj (Croatia).

1. BUILDING
BRANDS
THROUGH
SOCIAL
CURRENCY.

4. COMMERCIAL
BREAK

5. ADVERTISING
SHOULD
BE
ABOUT
ENABLING
STORIES
TO
BE
TOLD.

6. “IN
THE
PAST,
80%
OF
WHAT
WAS
TOLD
ABOUT
A
BRAND,
WAS
CONTROLLED
BY
THAT
BRAND…

7. TODAY,
70%
OF
WHAT
IS
SAID
ABOUT
A
BRAND,
IS
NOT
CONTROLLED
BY
THAT
BRAND.”
MCKINSEY

8. CONTROL
NO
CONTROL
STORYTELLING
GIVING
A
STORY
TO
TELL

9. CONTROL
NO
CONTROL
MAINLY
ONE-­‐WAY
COMMUNICATION
MAINLY
INFLUENCING,
DIRECTING
AND/OR
STARTING
CONVERSATION

10. CONTROL
NO
CONTROL
TRUST
ENGAGE
BRAND
EQUITY
SOCIAL
CURRENCY

11. CONTROL
NO
CONTROL
TRUST
ENGAGE
BRAND
EQUITY
SOCIAL
CURRENCY
THE
IDEAL
DATE

12. CONTROL
NO
CONTROL
IDEAL
SCENARIO
BRAND
EQUITY
FIRST
DEVELOP
SOCIAL
CURRENCY,
THEN
USE
THAT
TO
BUILD
BRAND
EQUITY.

15. IT’S
NOT
JUST
ABOUT
STORYTELLING.
IT’S
ABOUT
GIVING
PEOPLE
A
STORY
TO
TELL.

22. How
trustworthy
do
you
find
the
informa3on
that
is
posted
on
social
networks
by
each
of
the
following
sources?
(Insites,
2012)

23. MANAGE
THE
CONVERSATION
PROVOKE
THE
CONVERSATION

24. PROVOKE
A
CONVERSATION=

25. PROVOKE
A
CONVERSATION=
WORTH
REMEMBERING.

27. CREATE
A
SOCIAL
OBJECT.

28. CREATE
A
SOCIAL
OBJECT.
SAY
WHAT?

30. SOCIAL
CURRENCY

31. IT
TAKES
BRAVERY
TO
PROVOKE
A
CONVERSATION

32. 1
PROVOCATIVE
INSIGHTS.

34. 1
PROVOCATIVE
INSIGHTS.
2
SURPRISE
&
ENTERTAIN.

35. 1
PROVOCATIVE
INSIGHTS.
2
SURPRISE
&
ENTERTAIN.
3
MAKE
IT
IRREVERENT.

36. 1
PROVOCATIVE
INSIGHTS.
2
SURPRISE
&
ENTERTAIN.
3
MAKE
IT
IRREVERENT.
4
MAKE
IT
EXTRAORDINARY.

37. 1
PROVOCATIVE
INSIGHTS.
2
SURPRISE
&
ENTERTAIN.
3
MAKE
IT
IRREVERENT.
4
MAKE
IT
EXTRAORDINARY.
5
LET
GO!

38. WE’RE
NOT
INTO
SCIENCE.
WE’RE
INTO
EDUCATED
GUESSES.
STAY
AGILE.