9. quot;Nobody reads ads.
quot;Nobody reads ads.
People read what interests
People read what interests
them, and sometimes it's
them, and sometimes it's
an ad.“
an ad.“
--Howard Gossage
--Howard Gossage
9
10. Welcome to the brave new world
of Branded Utility, where brands
look to provide a useful service
or a helpful application; to give
people something they actually
need – without demanding an
immediate return. “
Simon Andrews
10
11. Most Valuable Most Impactful in my life
1. 1.
2. 2.
3. 3.
4. 4.
5. 5.
6. 6.
7.
7.
8.
8.
9.
9.
10.
10.
Source: Interbrand Corp, Business Week Aug 2007, Brand Channel Reader’s Choice 2006
11
24. Action Points
Begin participating on Yahoo! Answers One time: 100
Ask a question -5
Choose a best answer for your question 3
No Best Answer was selected by voters on your question Points Returned: 5
Answer a question 2
Deleting an answer -2
Log in to Yahoo! Answers Once daily: 1
Vote for a best answer 1
Vote for No best answer 0
Have your answer selected as the best answer 10
Receive a quot;thumbs-upquot; rating on a best answer that you
1 per quot;thumbs-upquot;
wrote (up to 50 thumbs-up are counted)
24
28. Vasco Sommer-Nunes, mokono GmbH
1. Respect
Number one learning was that we needed to respect blogs as a personal space.
.
2. Participation over interruption
Don`t interrupt what the user is doing with an ad. Rather, create an environment which
the user has a natural interest in partcipating in and voluntarily decides to engage with.
3. Content, not ads
Content is much more likely to fulfill a user need than an ad. People love to talk about
things. Ads rarely trigger a conversation, but conversations drive markets and clients
want to be talked about.
4. Users are ambassadors
With word of mouth being to most influential factor in making a purchase decision and
every 3rd online purchase already being influenced by peer to peer communication,
bloggers provideleverage.
28
