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Similar a Building brands through social currency // Dani Komunikacija (20)
Building brands through social currency // Dani Komunikacija
- 6. “IN
THE
PAST,
80%
OF
WHAT
WAS
TOLD
ABOUT
A
BRAND,
WAS
CONTROLLED
BY
THAT
BRAND…
- 7. TODAY,
70%
OF
WHAT
IS
SAID
ABOUT
A
BRAND,
IS
NOT
CONTROLLED
BY
THAT
BRAND.”
MCKINSEY
- 8. CONTROL
NO
CONTROL
STORYTELLING
GIVING
A
STORY
TO
TELL
- 9. CONTROL
NO
CONTROL
MAINLY
ONE-‐WAY
COMMUNICATION
MAINLY
INFLUENCING,
DIRECTING
AND/OR
STARTING
CONVERSATION
- 10. CONTROL
NO
CONTROL
TRUST
ENGAGE
BRAND
EQUITY
SOCIAL
CURRENCY
- 11. CONTROL
NO
CONTROL
TRUST
ENGAGE
BRAND
EQUITY
SOCIAL
CURRENCY
THE
IDEAL
DATE
- 12. CONTROL
NO
CONTROL
IDEAL
SCENARIO
BRAND
EQUITY
FIRST
DEVELOP
SOCIAL
CURRENCY,
THEN
USE
THAT
TO
BUILD
BRAND
EQUITY.
- 15. IT’S
NOT
JUST
ABOUT
STORYTELLING.
IT’S
ABOUT
GIVING
PEOPLE
A
STORY
TO
TELL.
- 22. How
trustworthy
do
you
find
the
informa3on
that
is
posted
on
social
networks
by
each
of
the
following
sources?
(Insites,
2012)
- 25. PROVOKE
A
CONVERSATION=
WORTH
REMEMBERING.
- 35. 1
PROVOCATIVE
INSIGHTS.
2
SURPRISE
&
ENTERTAIN.
3
MAKE
IT
IRREVERENT.
- 36. 1
PROVOCATIVE
INSIGHTS.
2
SURPRISE
&
ENTERTAIN.
3
MAKE
IT
IRREVERENT.
4
MAKE
IT
EXTRAORDINARY.
- 37. 1
PROVOCATIVE
INSIGHTS.
2
SURPRISE
&
ENTERTAIN.
3
MAKE
IT
IRREVERENT.
4
MAKE
IT
EXTRAORDINARY.
5
LET
GO!
- 38. WE’RE
NOT
INTO
SCIENCE.
WE’RE
INTO
EDUCATED
GUESSES.
STAY
AGILE.