1. SETTING
THE
STAGE:
the
BEST
of
times
(15
minutes)
Welcome
to
Brands,
Experience
&
Social
Technology.
When
the
teaching
team
formulated
this
new
acrostic,
“BEST”,
we
were
bringing
together
material
that’s
increasingly
inseparable
–
and,
inviting
countless
silly
puns.
2. THE OF TIMES
But
don’t
let
this
one
distract
from
the
undeniable
fact
that
these
are
uniquely
exciting
times
to
be
messing
around
with
a
brand.
To
set
the
stage
just
a
little,
let’s
highlight
a
few
of
the
important
shifts
emerging
from
the
context
brands
operate
in
today,
remind
ourselves
of
the
scale
of
what’s
going
on,
and
reflect
momentarily
on
the
creative
opportunity
before
us.
3. THE OF TIMES
But
don’t
let
this
one
distract
from
the
undeniable
fact
that
these
are
uniquely
exciting
times
to
be
messing
around
a
brand.
To
set
the
stage
just
a
little,
let’s
highlight
a
few
of
the
important
shifts
emerging
from
the
context
brands
operate
in
today,
remind
ourselves
of
the
scale
of
what’s
going
on,
and
reflect
momentarily
on
the
creative
opportunity
before
us.
9. TO CONVERSATIONS
Monologues
have
given
way
to
dialogues.
Leading
brands
are
hosting
engaging
conversations
and
actually
listening
(&
responding)
to
customers.
10. TO CONVERSATIONS
$0 spent on advertising
2,000 wall posts and emails
2,000 software titles sold
3× Black Friday sales over 2009
Monologues
have
given
way
to
dialogues.
Leading
brands
are
hosting
engaging
conversations
and
actually
listening
(&
responding)
to
customers.
12. TO CONVERSATIONS
** Need new image.
From
consumers
to
participants
More
than
ever,
empowered
customers
and
employees
are
contributing
to
brands
and
creating
value.
Today’s
brand
is
a
co-‐created
construct
and
our
consumer
economy
is
giving
way
to
a
new
dynamic.
13. TO CONVERSATIONS
55% sales growth after 1st TV spot
107% boost after Twitter campaign
160,000 YouTube subscribers
11 million views of Old Spice videos
** Need new image.
From
consumers
to
participants
More
than
ever,
empowered
customers
and
employees
are
contributing
to
brands
and
creating
value.
Today’s
brand
is
a
co-‐created
construct
and
our
consumer
economy
is
giving
way
to
a
new
dynamic.
14. MIND-BOGGLING SCALE
MIND-BOGGLING
SCALE
In
2009,
75%
of
Americans
recommended
favorite
brands
to
others.
35%
did
so
on
social
networks.
If
facebook
were
a
country,
it
would
trail
only
India
and
China
in
population.
The
amount
of
activity
is
as
hard
to
wrap
my
head
around
as
the
scale
of
our
vast
galaxy.
15. EVERYONE’S INVOLVED
75%
IN BRAND CONVERSATIONS
RECOMMENDATIONS
2009
In
2009,
75%
of
Americans
recommended
favorite
brands
to
others.
16. BRAND CONVERSATIONS
35%
ARE EVERYWHERE
SOCIAL NETWORKS
35%
did
so
on
social
networks.
17. BRAND CONVERSATIONS
5%
ARE EVERYWHERE
TWITTER
5% of the population is talking about BRANDS on Twitter.
20. FACEBOOK POPULATION :
500 MILLION
U.S. POPULATION :
300 MILLION
...and there are only 300 Million people in the US.
If facebook were a country, it would trail only India and China in population.
21. MINUTES/MONTH
ON FACEBOOK :
500 BILLION
Those 500M members spend over 500B minutes/month on site.
27. TBD
TBD
=
to
be
determined/designed.
This
moment
presents
an
amazing
creative
opportunity
to
you.
Today’s
challenges
demand
fresh
responses,
gutsy
experiments,
human
insight
and
creativity.
The
future
is
still
up
for
grabs.
The
rules
are
being
re-‐written
as
we
sit
here.
For
example:
32. BECAUSE THERE ARE
OLD MISTAKES
There are plenty
of old mistakes.
...
and
failures,
new
ones,
33. AND NEW
ONES TOO
Plenty of
new mistakes.
and
old
ones.
This
class
itself,
like
the
brands
we
look
at,
will
feel
like
a
conversation.
The
diverse
perspectives
assembled
here
will
bring
us
a
lot.
Your
own
hands-‐on
activity
is
likely
to
produce
more
insight
than
anything
we
could
put
on
the
reading
list.
37. THANK YOU
This
class
itself,
like
the
brands
we
look
at,
will
feel
like
a
conversation.
The
diverse
perspectives
assembled
here
will
bring
us
a
lot.
Your
own
hands-‐on
activity
is
likely
to
produce
more
insight
than
anything
we
could
put
on
the
reading
list.
It
is
indeed
an
exciting
time
(and
place)
to
be.
THANK
YOU.
38. K
N
A
Y
O
H
T U
This
class
itself,
like
the
brands
we
look
at,
will
feel
like
a
conversation.
The
diverse
perspectives
assembled
here
will
bring
us
a
lot.
Your
own
hands-‐on
activity
is
likely
to
produce
more
insight
than
anything
we
could
put
on
the
reading
list.
It
is
indeed
an
exciting
time
(and
place)
to
be.
THANK
YOU.
