Brandstrategier på SoMe - når alt hvad du gør og siger tæller, Rune Dalgaard
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Brands skabes af samtaler. Enten ufrivilligt som når giganten Target bliver genstand for politisk boykot af højrefløjen i USA, eller frivilligt når Spotify kommenterer på Brexit. Med succes som Momondo’s DNA Journey eller smagløst som Crocs’ Twitter post efter David Bowies bortgang. Evnen til at agere intelligent og med kulturel situationsfornemmelse er det nye sort efter Brexit og Trump. Vi tager et kig på nogle af de bedste og værste brandstrategier i en verden, hvor de kulturelle kløfter er større end længe. Se eller gense Runes oplæg på vores Facebook.
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Brandstrategier på SoMe - når alt hvad du gør og siger tæller, Rune Dalgaard
- 2. Rune Dalgaard Director of Branding & Marketing, Ph.D. Kilde: TNS Gallup – Social Media Life 2015 @runedalgaard Rune Dalgaard +45 25 57 21 03 rune.d@adviceas.dk
- 3. Brand strategier på SoMe - når alt, hvad du siger og gør, tæller
- 4. Evnen til at agere intelligent og med kulturel situations-fornemmelse er det nye sort efter Brexit og Trump. 4 Et kig på nogle af de bedste og værste brandstrategier i en verden, hvor de kulturelle kløfter er større end længe.
- 5. 5 SoMe er ikke interessante i sig selv men kun som del af et større økosystem som kommmunikation, kultur og brands udfolder sig igennem Brand
- 6. Verden er ikke helt som den plejer for tiden… 6
- 7. The Open World Collaboration / Transparency / Sharing / Empowerment
- 8. Er dit brand værd at tale om? Dit brand skabes af samtaler du ikke kontrollerer. Men du kan starte samtaler gennem det du gør og det du siger.
- 9. Virksomheder og brands må tage stilling og have en holdning – en risiko, en nødvendighed og en mulighed... 9
- 10. Et kulturelt perspektiv 10 FRA: USP’er, funktionelle og emotionelle fordele, og værditilbud TIL: Social disruption, kulturelle spændinger, ideologi og kulturel innovation
- 11. 11
- 13. Når det du gør får konsekvenser 13
- 14. 14 ”Target proudly stands by the LGBT community through all that we do”
- 15. 15
- 16. #AnywhereButTarget Conservatives Launch campaign ahead of Black Friday, Christmas Shopping 16 This campaign will “send a clear and direct message to Target,” which Wray describes as a company “that seems to care more about a radical political agenda than common sense and safety of its own customers.” During November/December period total sales decreased 4.9 percent. ”It’s not surprising Christmas shoppers decided to take their business elsewhere," stated Wray. As noted by Wray in November, the immediate conservative push-back forced Target into spending $20 million on individual gender neutral bathrooms for their stores.
- 17. ”Target’s decision to open their restrooms to transgendered individuals, who are only 0.3% of the population, is not an issue of inclusivity, it’s an issue of public safety. There are 293,066 victims of rape each year, and the fact that more than 33% of these sexual assaults happen in public places like restrooms should be of concern to Target. My concern is the hundreds of thousands sexual offenders who take advantage of opportunities such as the one Target is presenting. Target has endangered the safety and privacy of women and children in their stores.” Concerned Women for America (CWA), Penny Nance
- 18. 18
- 19. 19
- 20. 20
- 21. 21 “We've said all along we make buying decisions based on performance," Nordstrom said in a statement to The Associated Press. …#grabyourwallet
- 22. Tvunget til at reagere 22
- 23. 23
- 24. 24
- 25. Offentlig politisk stillingtagen: ’The muslim ban’ 25
- 26. 26 Trump's actions are hurting Netflix employees around the world, and are so un-American it pains us all. Worse, these actions will make America less safe (through hatred and loss of allies) rather than more safe. A very sad week, and more to come with the lives of over 600,000 Dreamers here in [an] America under imminent threat. It is time to link arms together to protect American values of freedom and opportunity. CEO Reed Hastings
- 27. 27 CEO Mark Zuckerberg: “Like many of you, I’m concerned about the impact of the recent executive orders signed by President Trump. We need to keep this country safe, but we should do that by focusing on people who actually pose a threat. We should also keep our doors open to refugees and those who need help.” CEO Satya Nadella noting his own immigrant background. “As an immigrant and as a CEO, I’ve both experienced and seen the positive impact that immigration has on our company, for the country and for the world. We will continue to advocate on this important topic,” CEO Sundar Pichai: "We’re concerned about the impact of this order and any proposals that could impose restrictions on Googlers and their families, or that create barriers to bringing great talent to the U.S. We’ll continue to make our views on these issues known to leaders in Washington and elsewhere." CEO Tim Cook: ‘Apple would not exist without immigration ... It is not a policy we support.’ The Apple CEO spent Thursday and Friday making the rounds in D.C., meeting with senators, dining with the president’s daughter and son- in-law as well as Trump’s nominee to be Veterans Affairs secretary.
- 28. »Det er åbenlyst, at en lettelse af topskatten er fordelagtig for økonomien. Men hvis danskerne ikke kan se sig selv i skattesystemet og føler, at det er uretfærdigt, splitter du befolkningen. Og så får vi ekstreme holdninger, som ikke fører landet i den rigtige retning,« Thomas F. Borgen, Danske Bank
- 30. Budweiser Den sympatiske immigrantfortælling Skabelsesmyte for både Budweiser og USA Højaktuel i dagene efter Trumps indrejseforbud 30
- 31. 31
- 32. 84 Lumber Den mest direkte og kontroversielle reklamer fra en byggemarkedskæde de færreste kender udenfor USA Fox nægtede at vise den fulde udgave, så seere måtte klikke videre for at se afslutningen “The will to succeed is always welcome here.” 32
- 33. 33
- 35. AirBnb Tolerance, alle mennesker er lige Kæmpe kliché (hvis ikke den aktuelle situation gjorde den så aktuel) #weaccept 35
- 36. 36
- 37. 37 We couldn’t talk about the lack of acceptance in the world without pointing out the challenges in our own community at Airbnb. The painful truth is that guests on Airbnb have experienced discrimination, something that is the very opposite of our values.
- 38. 38
- 39. 39
- 40. 40
- 41. Spotify: Thanks, it’s been weird 41
- 42. 42
- 43. 43
- 45. 45
- 46. 46 1981 × 2421 - musicbusinessworldwide.com Empati og humor Kobler sig på større kulturelle anledninger Intelligent og kreativ brug af data Antyder holdning indirekte
- 48. Audi 48
- 49. 49
- 50. The editor of Think Progress, the publication of the progressive Center for American Progress, slammed Audi on Sunday for pandering to feminists by airing a Super Bowl ad advocating gender pay equality while its board of directors is all male. (source Breitbart) 50
- 51. 51
- 52. 52
- 53. Hvad er rigtigt for dit brand?
- 54. Not anymore ”The business of business is business” Milton Friedman 1970 54
- 55. Virksomheders evne til at se deres rolle i en større sammenhæng og tage ansvar bliver vigtigere. 55
- 56. 56 »Fælles for alle er, at vi i stigende grad ser både de muligheder, der ligger i en mere social og inkluderende økonomi, men også nødvendigheden af, at vi tager et større ansvar. Vi er nødt til det, men insisterer samtidig på, at vi faktisk kan tjene flere penge på at gøre det, men med en helt anderledes balance end i dag,« Mads Nipper, CEO Grundfos
- 57. Hvad kræver det? Evnen til at ’læse’ og agere i forhold til den aktuelle kulturelle kontekst er afgørende - her ligger muligheder og risici 57
- 58. Brexit: mest populære brands blandt ’remainers’ og ’leavers’ REMAINERS LEAVERS http://www.independent.co.uk/news/business/news/brexit-latest-leave-remain-vote-instagram-spotify-airbnb-virgin-itv-a7182531.html
- 59. 59 Social disruption & Cultural tension
- 60. Er du en del af problemet, en del af løsningen eller bare en del af landskabet? 60
- 61. Tak for jeres tid 61
Editor's Notes
- Brandstrategi, kultur og SoMe Brand strategier i en polariseret verden ”Caught between a rock and a hard place” Target: Fanget i en værdikamp AirBnb, Momondo: Budweiser, Lumber84: Spotify: Empatisk voyeur TV2, Bianco Det er en udsædvanlige tid vi lever i Brands agerer altid i en kulturel kontekst: D. Holt SoMe er blot en kanal i et større økosystem af medier I en polariseret verden - the business og business is business
- Brands står for noget der har kulturel resonnans på et givet tidspunkt. A powerful cultural symbol. ”Brand champions an ideology that resonates, that people care about, and so they use the brand in their everyday lives, an important component of their identities" Because iconic brands play such an important role for consumers, they have very strong and durable brand loyalty, and are amongst most loved and respected brands.
- The #AnywhereButTARGET campaign is also meant to provide alternative retailers for conservatives. 2ndVote Executive Director Lance Wray issued a statement saying this campaign will “send a clear and direct message to Target,” which Wray describes as a company “that seems to care more about a radical political agenda than common sense and safety of its own customers.” Wray continued: 2ndVote is calling on conservative consumers to engage the country’s second largest retailer on its company-wide policy that allows and encourages individuals to choose restroom and changing room facilities based on gender identity rather than biological sex. Immediate pushback from conservatives forced Target to spend $20 million to add gender neutral bathrooms to its stores shortly after announcing the policy earlier this year. The #AnywhereButTARGET campaign comes at the beginning of the busiest shopping season when major retailers, like Target, expect to bring in over 30% of their annual revenue. Concerned Women for America President and CEO Penny Nance is also encouraging the members of her organization, which promotes biblical principles, to shop elsewhere this holiday season. “At Concerned Women for America (CWA), we know we can’t just vote with a ballot, we must also vote with our wallets. Our hope is that Target will hear our vote loud and clear this holiday season,” Nance explained in a statement to Breitbart News, adding: Target’s decision to open their restrooms to transgendered individuals, who are only 0.3% of the population, is not an issue of inclusivity, it’s an issue of public safety. There are 293,066 victims of rape each year, and the fact that more than 33% of these sexual assaults happen in public places like restrooms should be of concern to Target. My concern is the hundreds of thousands sexual offenders who take advantage of opportunities such as the one Target is presenting. Target has endangered the safety and privacy of women and children in their stores, so CWA and its hundreds of thousands of members will be taking our business elsewhere. Target has not yet responded to a request for comment about #AnywhereButTarget from Breitbart News. “Conservatives have many other options to Target this season and that’s why we’re choosing #AnywhereButTARGET,” Wray added about 2ndVote’s campaign. “When a company as large and well-known as Target chooses to insert itself directly into such a radical movement that seeks to ultimately destroy religious liberty and completely goes against our conservative values, it’s our role as an organization to give conservatives a way to communicate directly with the company.” "[C]omparable sales during the combined November/December period decreased 1.3 percent," says the report. "For those two months, total sales decreased 4.9 percent, reflecting the impact of the December 2015 sale of the Company’s pharmacy and clinic businesses." Back in April, Target announced their new trans-friendly bathroom and fitting room policy, which is still implemented today. The policy allows men who "identify" as women the use of women's facilities and vise-versa. "We welcome transgender team members and guests to use the restroom or fitting room facility that corresponds with their gender identity," reads the April release from Target. "Everyone deserves to feel like they belong." In Wednesday's press release, 2ndVote said Target's bathroom and fitting room policy "put their customers at risk." "They showed that as a company they care more about pushing a radical agenda than they do about their customers' safety and values. So it’s not surprising Christmas shoppers decided to take their business elsewhere," stated Wray. As noted by Wray in November, the immediate conservative push-back forced Target into spending $20 million on individual gender neutral bathrooms for their stores.
- De siger ’the business of business is business’ men det passer ikke længere. #grabyourwallet
- A father voices his fears for his daughter, that she will never be seen as (or paid) equal to men. Audi affirms its commitment to equal pay Wouldn’t have been such a political statement last year, but arriving on the heels of the Women’s Marches around the world, it’s meaningful.
- http://www.independent.co.uk/news/business/news/brexit-latest-leave-remain-vote-instagram-spotify-airbnb-virgin-itv-a7182531.html