"Building Connected Brands in a Connected World" as presented by Brian Haven, Vice President, Strategy, iCrossing at the Online Marketing Summit (OMS) in Phoenix, Arizona on Wednesday, May 20, 2010.
Design and Development of a Provenance Capture Platform for Data Science
OMS 2010 - Building Connected Brands in a Connected World - Brian Haven - iCrossing
1. Building Connected Brands
In A Connected World
by Brian Haven 20 MAY 2010
Vice President, Strategy — iCrossing Online Marketing Summit
brian.haven@icrossing.com Phoenix Arizona
2. All “media” is social...
» Sharing
» Connecting
» Opining
» Broadcasting
» Creating
Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG
46. Latency > Now
Image Source: http://www.legalmarketing.ca/archives/Picture%205-thumb.png
47. What has changed?
» Reach
» Accessibility
» Usability
» Transparency
» Latency
Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG
48. Eyeballs Awareness Consideration Preference Action Buyers
Source: Forrester Research
49. Traditional media channels are weakening.
Complexity reigns in the middle of the funnel.
People continue to force brand transparency.
Your most valuable customer may not buy a lot.
Source: Forrester Research
51. Radio Display Mobile
eMail SEM SEO ads SMS
ads display
Other Digital
blogs video
Landing Website
pages (mobile)
Word Social
of Network
mouth s
Point Your Digital
of blogs Website out of
sale home
OOH
TV
ads
Onsite
Kiosks
UGC
Direct
RSS Widgets Gadgets mail
Call Gaming Print
PR ads
center
52. What are you
gonna do about it?
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53. Brands must reconsider
how they behave...
Image Source: http://www.flickr.com/photos/dcdead/4068848562/sizes/o/
54. … and brands can’t just talk,
they must behave like people.
56. It’s a way of thinking
about how successful brands will do
marketing in a networked world:
focusing on audiences not targets,
engaging in dialogue not shouting,
and developing trust that lasts.
CONNECTEDNESS
57. INTERFACES
INTERACTION
WAYFINDING DESIGN
BRAND EXPERIENCE
CONTENT
OFFER
FUNCTIONALITY
LISTENING
DISPLAY
OUTREACH
SEM
COMMUNITY
SEO
TRANSPARENCY
Visible Usable Engaged
Useful Desirable
CONNECTED BRAND
58. What does it
look like?
Image Source: http://www.ristorantelacommenda.it/__P_u_b_l_i_c__/upl_img/%7B1E611ECF-8D7D-4DEA-AADB-9537B971B677%7D_cocktail2.jpg
59. Goal Launch new Kardashians by bebe collection
Objective Leverage social media to achieve their goals
Solution Establish Facebook and Twitter community
management Implement a blogger outreach program
Engage with the Kardashians in social spaces
60.
61.
62. SEARCH + SOCIAL MEDIA
Increase in paid
28%⬆ search impressions
from engagement with
Kardashians
Twitter referral traffic to bebe.com increased significantly.
63. CELEBRITY ENGAGEMENT
23%⬆ 59%⬆
Increase in Increase in
Facebook fans likes Twitter followers
in 2 weeks in 2 weeks
Kim Kardashian tweeted links routinely received 10-20K
64. SALES & ROI
IN-
⬆
Launch collection
exceeded sales
STORE expectations
SALES
65. It’s a way of thinking
about how successful brands will do
marketing in a networked world:
focusing on audiences not targets,
engaging in dialogue not shouting,
and developing trust that lasts.
CONNECTEDNESS
66. Thank you.
by Brian Haven
Vice President, Strategy —iCrossing
brian.haven@icrossing.com