Presentation given at #cwc09 talking about managing your brand real time.

1. hi. my name is @rickbakas.
this presentation will be available for download

2. that’s so five minutes ago

3. that’s so five minutes ago
the importance of managing your brand real time

4. how #michaeljackson broke the internet
12:21pm (local LA time) - Paramedics respond to a call at Jackson's home. He was not
breathing when they arrived but had a personal physician with him. The paramedics
performed CPR.
As this was happening: TMZ.com report Jackson, 50, suffered a heart attack and
paramedics were unable to revive him
1:14pm PST - Jackson arrives at hospital. A team of doctors attempt to resuscitate him for
more than an hour.
1:35pm PST – Jackson is in a coma and his family arrive at his bedside. Sister LaToya
Jackson runs into the hospital sobbing.
1:45pm PST - Hundreds of fans gather outside the hospital, anxiously waiting for news.
2:26pm PST - Jackson is officially pronounced dead.
2:44pm PST - TMZ.com breaks news Jackson has died, leading Google to crash.
3:27pm PST – AP reports that a person with knowledge of the situation says Michael
Jackson has died
4:25pm PST - CNN reports Jackson has died after confirmation from coroner's ofifice

5. how #michaeljackson broke the internet
12:21pm (local LA time) - Paramedics respond to a call at Jackson's home. He was not
breathing when they arrived but had a personal physician with him. The paramedics
performed CPR.
As this was happening: TMZ.com report Jackson, 50, suffered a heart attack and
paramedics were unable to revive him
1:14pm PST - Jackson arrives at hospital. A team of doctors attempt to resuscitate him for
more than an hour.
1:35pm PST – Jackson is in a coma and his family arrive at his bedside. Sister LaToya
Jackson runs into the hospital sobbing.
1:45pm PST - Hundreds of fans gather outside the hospital, anxiously waiting for news.
2:26pm PST - Jackson is officially pronounced dead.
2:44pm PST - TMZ.com breaks news Jackson has died, leading Google to crash.
3:27pm PST – AP reports that a person with knowledge of the situation says Michael
Jackson has died
4:25pm PST - CNN reports Jackson has died after confirmation from coroner's ofifice

6. obsession with real time info

7. obsession with real time info

8. introductions

9. introductions
love bacon

10. introductions
love bacon crisp, savory bacon

11. introductions
love bacon crisp, savory bacon
created and managed brands for NIKE

12. introductions
love bacon crisp, savory bacon
created and managed brands for NIKE
started a apparel brand at 20 years old

13. introductions
love bacon crisp, savory bacon
created and managed brands for NIKE
started a apparel brand at 20 years old
within 9 months Anywear Gear was carried at nordstrom

14. introductions
love bacon crisp, savory bacon
created and managed brands for NIKE
started a apparel brand at 20 years old
within 9 months Anywear Gear was carried at nordstrom
negotiated an exclusive deal with intel to provide
dry cleaning services to ALL campuses in 2003

15. introductions
love bacon crisp, savory bacon
created and managed brands for NIKE
started a apparel brand at 20 years old
within 9 months Anywear Gear was carried at nordstrom
negotiated an exclusive deal with intel to provide
dry cleaning services to ALL campuses in 2003
wine+food blogger

16. introductions
love bacon crisp, savory bacon
created and managed brands for NIKE
started a apparel brand at 20 years old
within 9 months Anywear Gear was carried at nordstrom
negotiated an exclusive deal with intel to provide
dry cleaning services to ALL campuses in 2003
wine+food blogger
interactive brand manager - iggli

17. introductions
love bacon crisp, savory bacon
created and managed brands for NIKE
started a apparel brand at 20 years old
within 9 months Anywear Gear was carried at nordstrom
negotiated an exclusive deal with intel to provide
dry cleaning services to ALL campuses in 2003
wine+food blogger
interactive brand manager - iggli
branding super freak

18. branding is

19. branding is
verb [ trans. ]
1 assign a brand name to : [as adj. ] ( branded) branded goods at low prices.
• [as n. ] ( branding) the promotion of a particular product or company by
means of advertising and distinctive design.

20. branding is
verb [ trans. ]
1 assign a brand name to : [as adj. ] ( branded) branded goods at low prices.
• [as n. ] ( branding) the promotion of a particular product or company by
means of advertising and distinctive design.
an outward projection of an inward belief

21. branding is
verb [ trans. ]
1 assign a brand name to : [as adj. ] ( branded) branded goods at low prices.
• [as n. ] ( branding) the promotion of a particular product or company by
means of advertising and distinctive design.
an outward projection of an inward belief
sensory association

22. branding is
verb [ trans. ]
1 assign a brand name to : [as adj. ] ( branded) branded goods at low prices.
• [as n. ] ( branding) the promotion of a particular product or company by
means of advertising and distinctive design.
an outward projection of an inward belief
sensory association
consistent and repeated association builds
brand equity.

23. history of branding

24. history of branding
the concept of “branding” started
with farmers literally branding
their livestock.

25. history of branding
the concept of “branding” started
with farmers literally branding
their livestock.
late 19th century industrialization led
to centralized factories putting their
name on items like soap that were
packaged for shipment.

26. history of branding
the concept of “branding” started
with farmers literally branding
their livestock.
late 19th century industrialization led
to centralized factories putting their
name on items like soap that were
packaged for shipment.
Bass brewery and Lyle’s Golden
Syrup both claim to have the
world’s first trademark.

27. brands and social media
your logo
your company name
consistent usage
across portals

28. brands and social media
your logo
your company name
consistent usage
across portals

29. brands and social media
your logo
your company name
consistent usage
across portals

30. brands and social media
your logo
your company name
consistent usage
across portals

31. brands and social media
your logo
your company name
consistent usage
across portals

32. branding flavors

33. branding flavors
corporate branding FedEx, NIKE, Coke, etc..

34. branding flavors
corporate branding FedEx, NIKE, Coke, etc..
personal branding Ellen, Guy Kawasaki, Oprah, Gary V.

35. branding flavors
corporate branding FedEx, NIKE, Coke, etc..
personal branding Ellen, Guy Kawasaki, Oprah, Gary V.
internal branding project the culture inward

36. branding flavors
corporate branding FedEx, NIKE, Coke, etc..
personal branding Ellen, Guy Kawasaki, Oprah, Gary V.
internal branding project the culture inward
audible branding does a brand get mentioned more than hits on the site?

37. branding flavors
corporate branding FedEx, NIKE, Coke, etc..
personal branding Ellen, Guy Kawasaki, Oprah, Gary V.
internal branding project the culture inward
audible branding does a brand get mentioned more than hits on the site?
no-brand branding American Apparel

38. socialbranding
#

39. # socialbranding
a level playing field where personal and corporate
brands are managed real time using web 2.0 tools.

40. successful #socialbranding

41. successful #socialbranding

42. real time search

43. real time search

44. brand synergy

45. brand synergy
Oprah

46. brand synergy
Oprah

47. brand synergy
Oprah
Oprah’s Book Club

48. brand synergy
Oprah
O Magazine Oprah’s Book Club

49. social brand synergy
Blog
Twitter Facebook

50. here’s what we’re up to
at st. supery...

51. here’s what we’re up to

52. here’s what we’re up to
St. Supery is a “chick” run company

53. here’s what we’re up to
St. Supery is a “chick” run company
#rickspicks crowd sourced offers

54. here’s what we’re up to
St. Supery is a “chick” run company
#rickspicks crowd sourced offers
wine club + FacebookConnect = ?

55. here’s what we’re up to
St. Supery is a “chick” run company
#rickspicks crowd sourced offers
wine club + FacebookConnect = ?
find our wines using web 2.0

56. here’s what we’re up to
St. Supery is a “chick” run company
#rickspicks crowd sourced offers
wine club + FacebookConnect = ?
find our wines using web 2.0
five-star service via real time

57. here’s what we’re up to
St. Supery is a “chick” run company
#rickspicks crowd sourced offers
wine club + FacebookConnect = ?
find our wines using web 2.0
five-star service via real time
internal branding for sales

58. here’s what we’re up to
St. Supery is a “chick” run company
#rickspicks crowd sourced offers
wine club + FacebookConnect = ?
find our wines using web 2.0
five-star service via real time
internal branding for sales
tweetups around the country

59. here’s what we’re up to
St. Supery is a “chick” run company
#rickspicks crowd sourced offers
wine club + FacebookConnect = ?
find our wines using web 2.0
five-star service via real time
internal branding for sales
tweetups around the country
emulate Obama - engergize the base

60. friend us up

61. friend us up
@stsupery

62. friend us up
@stsupery
facebook.com/stsupery

63. friend us up
@stsupery
facebook.com/stsupery
@lesleykeffer

65. front end

66. front end
back end

67. that’s so five mintues ago

68. that’s so five mintues ago
on june 26 #michaeljackson became a trending topic on
Twitter in less time than it took to do this presentation.

69. that’s so five mintues ago
on june 26 #michaeljackson became a trending topic on
Twitter in less time than it took to do this presentation.
#susanboyle became a worldwide phenomenon
in less than a seven days.

70. that’s so five mintues ago
on june 26 #michaeljackson became a trending topic on
Twitter in less time than it took to do this presentation.
#susanboyle became a worldwide phenomenon
in less than a seven days.
tweets about this presentation with the #cwc09 have
already gone out on multiple social portals to hundreds
(maybe thousands) of people

71. that’s so five mintues ago
on june 26 #michaeljackson became a trending topic on
Twitter in less time than it took to do this presentation.
#susanboyle became a worldwide phenomenon
in less than a seven days.
tweets about this presentation with the #cwc09 have
already gone out on multiple social portals to hundreds
(maybe thousands) of people
#jetblue had to cancel their “all you can jet pass”
promotion citing twitter as the reason supplies didn’t last.

73. what did someone just say about
your brand five minutes ago?
did you respond?

75. facebook.com/rickbakas
rickbakas.com
justbrand.me
(formatted for iPhones & BB Storm)
rick@stsupery.com
(formatted for iPhones & BB Storm)
@rickbakas
smoke signal 3 puffs and 1 long one to 67°
NE
homing pigeon w/ a little helmet & scroll to
St. Supery
if that’s not enough, text ‘rickbakas’ to
50500

77. thank you!