Energy #Digital Summit - #Branding in #Oil and #Gas Industry
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Deven Nongbri, VP at Edelman: Today’s marketing environment is increasingly crowded, noisy and commoditized in the oil and gas space. Marketing professionals in the industry will need to tighten up their branding efforts to win preference, purchase and premium pricing to stay competitive. A recent study by the Executive Board found that customers with strong brand connections have higher rates of consideration, purchase and willingness to pay a premium than customers with low brand connection. How does an organization achieve brand connections? As you’ll hear from our talented panelists, branding is not simply something you can check off the list – it’s a living, breathing part of your organization and should be invested in wisely to make those strong connections. Quick show of hands here: how many of you have brand management as part of your title? How about as part of your work duties? Do we have any brand police here? We’ve gathered a wonderful panel this morning – Rana Daley of Chevron will cover off on a general overview of branding and how it should work to build the business; Grant Chambers of Workhorse Digital will share some tips, tricks and strategies on how small and medium sized companies can build and grow their brands without multi-million dollar budgets; Hilary Cooper of Croft Production will explain the the importance of the internal audience and how to approach this key group and Alexander Haldemann of MetaDesign will explore the future of branding and where organizations can go next in how they connect with their vast numbers of audiences.
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Energy #Digital Summit - #Branding in #Oil and #Gas Industry
- 1. The Many Faces of Branding @EDS_Houston Moderated by Deven Nongbri, VP, Edelman Houston @dnongbri #EDSHouston @EDS_Houston
- 2. A Primer on Branding Rana Daly, Chevron @ranadaly *Branding iron image courtesy of Creative Commons Questions for panel to @dnongbri with #EDSHouston in Tweet
- 3. Five things a brand is not… 1. A brand is not a name. 2. A brand is not a logo. 3. A brand is not an identity. 4. A brand is a not a product or service. 5. A brand is not a company’s reputation. @ranadaly Questions for panel to @dnongbri with #EDSHouston in Tweet
- 4. What is a brand? • A brand is your strategy. • A brand is your voice. • A brand is the whole array of your communication tools. • A brand is a person’s gut feeling about a product, service or organization. @ranadaly Questions for panel to @dnongbri with #EDSHouston in Tweet
- 5. Branding on a Budget Grant Chambers, Workhorse Digital @GTChambers *Copper coins image courtesy of Creative Commons Questions for panel to @dnongbri with #EDSHouston in Tweet
- 6. Branding on a Budget 1. Define Your Brand 2. Integrate Your Brand with Consistency & Frequency 3. Deliver on Your Brand Promise @GTChambers Questions for panel to @dnongbri with #EDSHouston in Tweet
- 7. Branding on a Budget 1. Define Your Brand It’s about them, not you. Create your position statement and value propositions based on how you are already helping a satisfied customer. To Do’s - Create a Winning Position Statement - Define Top 3 Benefits / Features of Product or Service @GTChambers Questions for panel to @dnongbri with #EDSHouston in Tweet
- 8. Branding on a Budget 2. Integrate Your Brand with Consistency & Frequency Extend your brand to every aspect of your business—from digital through print, how you answer the phones or what your salespeople wear—everything. To Do’s - Create a solid logo and place it everywhere - Let your simple position statement introduce the company - Be consistent across all people and channels @GTChambers Questions for panel to @dnongbri with #EDSHouston in Tweet
- 9. Branding on a Budget 3. Deliver on Your Brand Promise Customers won’t return or refer you to someone else if you do not deliver on your brand promise. To Do’s - If you are not delivering on your brand promise, fix this first @GTChambers Questions for panel to @dnongbri with #EDSHouston in Tweet
- 10. Involve Your Critical Audience: Internal Branding Hilary Cooper Croft Production Systems @CroftSystemsTX Questions for panel to @dnongbri with #EDSHouston in Tweet
- 11. Internal Branding The role that the employees play within the branding infrastructure, the way that they personify the brand, and the manner in which their perceptions lead them to execute their jobs. “It’s what’s inside that counts.” “Placing employees ahead of customers” @CroftSystemsTX Questions for panel to @dnongbri with #EDSHouston in Tweet
- 12. Impact: Good or Bad Social Media Blogs Brand Perception Customer Relations Conduct Uniform Culture Work Ethic Team Work Opinion Review Input Personal GrowthBrand Image Content SOP’s Growth Vision/Pur pose DependableInteractionReputation @CroftSystemsTX Questions for panel to @dnongbri with #EDSHouston in Tweet
- 13. Employee SatisfactionEducate • Efficient Training • Core Values • Company Vision/Purpose • Clear Expectations Engage • Internal Communication Channels • Quarterly Meetings • Internal Forum • Team Building • Social Media Empower • Motivation • Employee Decision Making • Spark Innovation • Recognition LEARN IT LIVE IT LOVE IT @CroftSystemsTX Questions for panel to @dnongbri with #EDSHouston in Tweet
- 14. Benefits/Results Higher Employee Satisfaction Employee Retention Customer-Oriented Workforce Enhanced External Business Relationships Clear Internal Communication Empowered Employees Improved Brand Reputation Higher Profits “Customers will never love a company until the employees love it first.” -Simon Sinek @CroftSystemsTX Benefits Questions for panel to @dnongbri with #EDSHouston in Tweet
- 15. The Future of Branding Alexander Haldemann, MetaDesign @haldemann *Banksy image courtesy of Stencil Revolution Questions for panel to @dnongbri with #EDSHouston in Tweet
- 16. 16 “What you call love was invented by guys like me. To sell nylons.” Don Draper @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
- 17. 17 “IN 2015 IT WOULD TAKE 5 YEARS TO VIEW ALL VIDEO CROSSING IP NETWORKS EACH SECOND.“ @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
- 18. © MetaDesign 18 YESTERDAY TODAY INFORMATION CONVERSATION @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
- 19. 19@haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
- 20. 20 “IT’S BECAUSE OF THIS FUNDAMENTAL SHIFT TOWARDS USER GENERATED INFORMATION THAT PEOPLE WILL LISTEN MORE TO OTHER PEOPLE THAN TO TRADITIONAL SOURCES.” @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
- 21. PARADIGM SHIFT 21 BEHAVIOURADVERTISING COMPANY PRODUCT Print TV Digital 1950 1994 © MetaDesign @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
- 22. PARADIGM SHIFT 22 BEHAVIORADVERTISING COMPANY PRODUCT DIALOGUE CREDIBILITY EXPERIENCE MONOLOGUE STAGING ATTENTION Print TV Digital 1950 1994 © MetaDesign @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
- 23. © MetaDesign TAKE A STAND. DEFINE YOUR BRAND THROUGH A UNIQUE IDEA. EMBRACE TRUE VALUES. ”DON’T TRY TO KEEP UP A FAÇADE. IT WILL BE DISMANTLED.” 23 1. CORE © MetaDesign @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
- 24. © MetaDesign 24 1. CORE 2. CULTURE LIVE YOUR CORE. BELIEFS AND ACTIONS OF THE ENTIRE ORGANIZATION NEED TO BE ALIGNED. “Posters in the hallway won’t do the job.” © MetaDesign @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
- 25. © MetaDesign 25 1. CORE 3. COMMUNITY 2. CULTURE INVOLVE AND SHARE: BRING PEOPLE INSIDE AND OUTSIDE THE ORGANIZATION TOGETHER. “Don’t use social media as a new way to broadcast advertisements.” © MetaDesign @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
- 26. Thank You! @EDS_Houston Hilary Cooper, Biz Dev, Croft Production, Houston Grant Chambers, CEO, Workhorse Digital, Austin Rana Daly, Communications Analyst, Chevron, Houston Alexander Haldemann, CEO, MetaDesign, San Francisco Deven Nongbri, VP, Edelman, Houston Questions for panel to @dnongbri with #EDSHouston in Tweet
Editor's Notes
- Today’s marketing environment is increasingly crowded, noisy and commoditized in the oil and gas space. Marketing professionals in the industry will need to tighten up their branding efforts to win preference, purchase and premium pricing to stay competitive. A recent study by the Executive Board found that customers with strong brand connections have higher rates of consideration, purchase and willingness to pay a premium than customers with low brand connection. How does an organization achieve brand connections? As you’ll hear from our talented panelists, branding is not simply something you can check off the list – it’s a living, breathing part of your organization and should be invested in wisely to make those strong connections Quick show of hands here: how many of you have brand management as part of your title? How about as part of your work duties? Do we have any brand police here? We’ve gathered a wonderful panel this morning – Rana Daley of Chevron will cover off on a general overview of branding and how it should work to build the business; Grant Chambers of Workhorse Digital will share some tips, tricks and strategies on how small and medium sized companies can build and grow their brands without multi-million dollar budgets; Hilary Cooper of Croft Production will explain the the importance of the internal audience and how to approach this key group and Alexander Haldemann of MetaDesign will explore the future of branding and where organizations can go next in how they connect with their vast numbers of audiences Please Tweet, ‘Gram and Post away during the discussion – hashtag EDSHouston and handle is at EDS Underscore Houston My handle is at Dee Nombree (dnongbri) and I’ll be taking questions after everyone has spoken – or during the talk - just tweet them at me with the EDSHouston hashtag Rana, ready to talk branding?
- Jan-Gert Hagemeyer. Er bekam in den zehn 10 Jahren von 1974 bis 1984 Der Schwarm meiner Großmutter war der "Persil-Mann" - jedesmal, wenn er auf dem Bildschirm erschien, seriös wie ein Tagesschau-Sprecher, war sie hin und weg... "Ein feiner Mann", meinte sie immer, und das war ein großes Kompliment. Tatsächlich, der Persil-Mann wirkte absolut glaubwürdig - was die Marke Persil damals auch brauchte, denn der Marktanteil war spürbar zurückgegangen - die Hausfrauen griffen lieber zu billigeren Waschmitteln... Dass dies natürlich ein grober Fehler war, machte denen nun der Persil-Mann klar...Der Persil-Mann hieß eigentlich Jan-Gert Hagemeyer. Er bekam in den zehn 10 Jahren von 1974 bis 1984 zahlreiche Heiratsanträge und sehr viel Fanpost von Frauen jeden Alters...1995 feierte er ein kurzes Comeback mit "Persil Parfümfrei", konnte aber an seinen Erfolg von früher nicht mehr anknüpfen. Heute arbeitet er als freier Journalist und hat u. a. Khomeni und Helmut Kohl interviewt. http://www.tv-nostalgie.de/Sound/Persil.htm
- Eric Schmidt, ex Google CEO, 2011 Dem User generierten Inhalt wird mehr und mehr Bedeutung zugemessen. Die Aufmerksamkeitsspanne ist limitiert. Was bedeutet das für die Betrachtung von Aufwand und Ertrag für den Einsatz von Social Media?
- - MzM war nie unwichtig aber Marken wurden in der Vergangenheit weitgehend über Massenmediale Werbung aufgebaut (Botschaften konnten in den Markt gedrückt werden) in Zukunft spielt MzM im Marketing-Orchester die erste Geige Gerhard Maletzke, Psychologie der Massenkommunikation. 1963 "Unter Massenkommunikation verstehen wir jene Form der Kommunikation, bei der Aussagen öffentlich (also ohne begrenzte und personell definierte Empfängerschaft) durch technische Verbreitungsmittel (Medien) indirekt (also bei räumlicher oder zeitlicher oder raumzeitlicher Distanz zwischen den Kommunikationspartnern) und einseitig (also ohne Rollenwechsel zw. Aussagenden und Aufnehmenden) an ein disperses Publikum vermittelt werden." ---- Word of mouth never stopped being important, but when mass media became popular last century, brands could rely on advertising to broadcast their message at the world and word of mouth didn't seem as important to some marketers anymore New Technologies have given people the power to tune out messaging and marketing .. And tune into relevance and dialogue. The Web no longer belongs to marketers. People are again turning to each other. Because they can. User generated content, businesses are increasingly losing the power to dictate the communications agenda.
- - Neue Angebote wie Yelp, verstärken Bedeutung von MzM Konsumplattform aus SF, hohe Bedeutung in USA und darüber hinaus (30 Mio Besucher/Monat) Branchenverzeichnis mit 2 zusätzlichen Funktionen Lokalisierung Bewertung durch Kunden Sushi am Union Square Unternehmen kämpfen um Bewertung der Kunden -- Wikipedia A Project out of the SF incubator MRL Ventures Launched in Octoer 2004 Social networking, user review and local search website. Yelp.com has more than 31 million monthly unique visitors as of early 2010. Yelp provides online local search capabilities for its visitors. A typical search includes what the user is seeking (e.g. a barber shop) and the location from which the search is to be performed, entered as a specific address, neighborhood, city/state combination, or zip code. Each business listing result contains a 5-point rating, reviews from other site visitors, and details such as the business address, hours, accessibility, and parking. Site visitors can aid in keeping the business listings up to date, with moderator approval, and business owners can directly update their own business' listing information
- Eric Schmidt, ex Google CEO, 2011 Dem User generierten Inhalt wird mehr und mehr Bedeutung zugemessen. Die Aufmerksamkeitsspanne ist limitiert. Was bedeutet das für die Betrachtung von Aufwand und Ertrag für den Einsatz von Social Media?
- Zusammengefasst: wo führt uns der Paradigmawechsel hin? VERGANGENHEIT: spezifische Produktvorteile mittels Werbung in den Markt HEUTE: Unternehmen als GANZES Konsumenten vertrauen Konsumenten mehr als Marken und Medien Vertrauen durch Erfahrung gewinnen For years the brands have chased consumers and tried everything and anything to engage us. In the old days every trick of the trade was used to capture eyeballs and attention to get us to provide user information, email addressed and to create an emotional response.In the end we did in fact engage but only to be disappointed by the experience and sales hype that followed. Over promised and under delivered we took to blocking telemarketing calls, banner ads and spam email. Then we began to engage with each other.
- Zusammengefasst: wo führt uns der Paradigmawechsel hin? VERGANGENHEIT: spezifische Produktvorteile mittels Werbung in den Markt HEUTE: Unternehmen als GANZES Konsumenten vertrauen Konsumenten mehr als Marken und Medien Vertrauen durch Erfahrung gewinnen For years the brands have chased consumers and tried everything and anything to engage us. In the old days every trick of the trade was used to capture eyeballs and attention to get us to provide user information, email addressed and to create an emotional response.In the end we did in fact engage but only to be disappointed by the experience and sales hype that followed. Over promised and under delivered we took to blocking telemarketing calls, banner ads and spam email. Then we began to engage with each other.
- 1. Schritt: Einzigartige Idee Marken brauchen eine authentische und spürbare Grundhaltung WERTE mit denen sich die Konsumenten und auch die Mitarbeiter identifizieren Konsumenten haben keinen uneingeschränkten Erlebnishunger mehr wie in den 90er; auf der Suche nach Inhalten Sie suchen Marken, welche die Identität glaubwürdig in Verhalten und Kommunikation umsetzen
- 2. Schritt: In der Kultur verankern Marke nach Innen ist in der Wissenschaft angekommen Behavioral Branding als grosses Thema – in der Praxis oft anders Marke ein starkes Instrument um eine interne Kultur aufzubauen/zu entwickeln Ideales Unternehmen... F&E, Produktion, Vertreib, HR, Finace Alpiq
- 3. Schritt: Dialog mit Konsumenten Entscheidend ist das menschliche Gesicht des Unternehmens und die echte Bereitschaft zur Interaktion Werbekampagnen auf FB zu stellen genügt wohl kaum