iMedia March Brand Summit: How Brands Can Exploit the Digital Roadmap
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iMedia March Brand Summit: How Brands Can Exploit the Digital Roadmap
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iMedia March Brand Summit: How Brands Can Exploit the Digital Roadmap
- 1. From Principles To Permanent Communities How Brands Can Exploit the Digital Roadmap of Political Marketing Todd Herman Social Mobilizer @Crowdverb Former Chief Digital Strategist, Republican National Committee Todd@CrowdVerb.com 1
- 2. Brand Challenges: National Political Organizations • Branded Houses in Houses of Brands • Zero-sum games for houses of brands vs. incremental victories for house of brands • Widely divergent “customer” demography, 18+ • News-cycle dependent & accident prone • Stories sell people & policy, not true in reverse 2
- 3. And yet .... 3
- 5. Principles Make It All Possible Small Government Active Government Life Choice Static Constitution Evolving Constitution 4
- 7. The Political Process P ersuasion I T 5
- 8. The Political Process P ersuasion I dentification T 5
- 9. The Political Process P ersuasion I dentification Turn-out 5
- 10. Example: Net Neutrality 6
- 11. Example: Net Neutrality The Platform 6
- 12. Example: Net Neutrality The Platform 6
- 13. Example: Net Neutrality The Platform 6
- 14. Example: Net Neutrality The Platform 6
- 15. Quasi-Principle Based Marketing Examples • Cause Marketing • “Green” • The people of Walmart • Fair Trade • Family (LDS Church) 7
- 16. Quasi-Principle Based Marketing Examples • Cause Marketing • “Green” Is it Doctrinal? • The people of Walmart • Fair Trade • Family (LDS Church) 7
- 17. Quasi-Principle Based Marketing Examples • Cause Marketing • “Green” Is it Doctrinal? • The people of Walmart Emotional? • Fair Trade • Family (LDS Church) 7
- 18. Quasi-Principle Based Marketing Examples • Cause Marketing • “Green” Is it Doctrinal? • The people of Walmart Emotional? • Fair Trade • Family (LDS Church) Or, Tactical? 7
- 19. Three thought-starting examples • Net Neutrality • Convenience Foods • Bing vs. Google ...with follow-up questions 8
- 20. Example: Net Neutrality 9
- 21. Example: Net Neutrality Ideas Are Beautiful 9
- 22. Example: Net Neutrality Ideas Are Beautiful 9
- 23. Example: Net Neutrality Ideas Are Beautiful 9
- 24. Example: Net Neutrality Ideas Are Beautiful 9
- 25. First question for you Can you think of a case where an industry should have used a principle-based approach, vs. a policy-based approach? 10
- 26. First Town Hall Responder Joseph Adolph Manager, Digital Advertising JetBlue 11
- 27. Example: Convenience Foods 12
- 28. Example: Convenience Foods My Food Choice 12
- 29. Example: Convenience Foods My Food Choice 12
- 30. Example: Convenience Foods My Food Choice 12
- 31. Example: Convenience Foods My Food Choice 12
- 32. Second question for you • Convenience foods -and McDonald’s in particular- seem to be under attack. What examples could McDonalds and people in this industry learn from, as they go about this market evolution? 13
- 33. First Town Hall Responder Beverly Jackson Director, Marketing and Social Media The Recording Academy / The GRAMMY Awards 14
- 34. Example: Bing vs Google 15
- 35. Example: Bing vs Google Decision Engine 15
- 36. Example: Bing vs Google Decision Engine 15
- 37. Example: Bing vs Google Decision Engine 15
- 38. Example: Bing vs Google Decision Engine 15
- 39. Third question for you • Is it too risky for brands to align themselves with principles by catering to faith communities or to the military? Do you see any chances for real brands to do that organically? 16
- 40. First Town Hall Responder Kip Edwardson Director, Interactive Marketing Scotts Miracle-Gro Company 17
- 41. Summation • Public Policy, Marketing & Government Affairs Are Merging • With the advent of social media, your story better be Your Story and your principles defined and leveraged by you, before an opponent defines them for you • Principles are doctrinal and emotional, policies are tactical • You can create permanent communities with strong bonds • We are in non-fiction storytelling business 18
- 42. From Principles To Permanent Communities How Brands Can Exploit the Digital Roadmap of Political Marketing Todd Herman Social Mobilizer @Crowdverb Former Chief Digital Strategist, Republican National Committee Todd@CrowdVerb.com 19