A presentation on the new media landscape affecting modern brands. Created using other great slideshare presentations, this presentation showcases some great brands who 'get' modern day marketing
19. WHERE EFFECTIVE COMMUNICATION COMBINES BOTH MEDIA DIMENSIONS Source: Scholz & Friends slideshare presentation
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22. WHAT DOES THIS MEAN FOR BRANDS? BE HONEST….THIS IS THE ERA OF TRANSPARENCY CREATE OPPORTUNITIES FOR PEOPLE TO FEEL THEY OWN THE BRAND BY GIVING THEM SOMETHING TO TALK ABOUT SPARK CONVERSATIONS IN CULTURE, NOT ADS
34. JONES SODA HAVE DEVELOPED A CULT LIKE FOLLOWING BY ALLOWING CUSTOMERS TO DESIGN THE LABELS Coke has also gotten in on this trend.. but done it poorly
35. WHAT DOES THIS MEAN FOR BRANDS? FOCUS ON CONSUMER PARTICIPATION IN IDEAS, NPD CREATE IDEAS WHICH ARE ‘OPEN SOURCE’ AND CAN BE PLAYED WITH DON’T TRY AND CONTROL THE CONVERSATION, TRY TO ENABLE, INSPIRE OR INFLUENCE
39. MEDIA NEUTRAL PLANNING ONE THOUGHT ENDLESSLY RE-ITERATED Source: Faris Yakob’ Convergence Culture’ presentation
40. TRANSMEDIA PLANNING Non linear brand narrative DIFFERENT BITS IN DIFFERENT PLACES, FORMING BRAND COMMUNITIES WHO RECOMPILE THEM Source: Faris Yakob’ Convergence Culture’ presentation
41. OASIS –THE STORY OF CACTUS KID Flickr Sightings Source:runcactuskidrun.com
44. WHAT DOES THIS MEAN FOR BRANDS? HOW CAN WE LEVERAGE THE PASSION OF OUR USER BASE? THINK OF OUR BRANDS AS STORYTELLERS, HOW CAN WE GET CONSUMERS INVOLVED IN OUR BRAND NARRATIVES DON’T BE SCARED TO USE DIFFERENT MEDIA TO TELL DIFFERENT PARTS OF A STORY
49. WHAT DOES THIS MEAN FOR BRANDS? THINK ABOUT PARTNERSHIPS WITH BRANDS WHO HAVE SIMILAR CORE VALUES HOW CAN WE INCLUDE EXPERIENTIAL MARKETING INTO THE PRODUCT EXPERIENCE? THINK ABOUT HOW WE CAN CREATE BRAND FANS BY PROVIDING INTERESTING CONSUMER EXPERIENCES
51. THE NEW COOL HUNTERS Late 1990S EXCLUSIVE Early 2000S MAINSTREAM 2008 EXCLUSIVE ONLINE COOL HUNTERS WILL BECOME ALTERNATIVE REFERENCE POINTS FOR 18-28 YEAR OLD OPINION LEADING CONSUMER SERVING AS ORGANIC GUIDES THAT HAVE MORE CREDIBILITY AND NICHE RELEVANCE COOL COOL COOL
52. 2 2 2 3 A NEW SWARM OF ONLINE TRENDSPOTTERS SERVE AS SELF APPOINTED FEELERS FOR UNDERGROUND CULTURAL BLIPS
53. ‘ COOL’ TRAVELS AT LIGHTNING SPEED VIA THE WEB INVERTING THE ADOPTION CURVE AS TRENDS ARE ADOPTED AND HIT THE MAINSTREAM FAR QUICKER THAN EVER BEFORE Old Adoption Model New Adoption Model Influencers Early adopters Followers Quick
54. WHAT DOES THIS MEAN FOR BRANDS COOL HUNTERS = ALTERNATIVE REFERENCE POINTS ON YOUTH CULTURE HOW DO WE SEED NEW PRODUCTS AND IDEAS WITH COOL HUNTERS AND GET THE RIGHT AMBASSADORSHIP ? FINDING OPPORTUNITY COOL GETS INTO MAINSTREAM FAR QUICKER = SHORTER INCUBATION PERIOD NEED A CONSTANT STREAM OF INNOVATION WHICH ARE SEEDED THROUGH ONLINE SOURCES