"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.

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

3. »Sharing
Image Source: http://pro.corbis.com/images/42-16609046.jpg?size=572&uid=%7B89C17B5A-C988-40AB-8580-86F1885968F7%7D

4. Music Sharing > Now
Image Source: http://img249.imageshack.us/img249/2585/maddentrax5cj.png

5. Music Sharing > Now
Image Source: http://www.flickr.com/photos/21723691@N05/3037250330/

6. Music Sharing > Before
Image Source: http://www.flickr.com/photos/newrambler/155191254/sizes/o/

7. Music Sharing > Before
Image Source: http://pocketcalculatorshow.com/boombox/golden5.html Original photo courtesy of Henry Chalfant/James Prigoff.

8. Music Sharing > Past
Image Source: http://mail.danahall.org/%7Elibrary/archives/reunion08.html (Photo credit: William M. Rittase)

9. Video Sharing > Now
Image Source: http://www.youtube.com/watch?v=F9BmTmMEOhQ

10. Video Sharing > Before
Image Source: http://www.flickr.com/photos/wildebees/273808037/sizes/o/

11. Photo Sharing > Now
Image Source: http://www.flickr.com/photos/mumbleyjoe/sets/72157602630362180/

12. Photo Sharing > Before
Image Source: http://www.flickr.com/photos/holyhoses/5165670/sizes/o/

13. Photo Sharing > Past
Image Source: http://www.flickr.com/photos/larowebr/2768227/sizes/o/

14. Photo Sharing > Even Earlier
Image Source: http://www.flickr.com/photos/hauntedpalace/254294223/

15. »Connecting
Image Source: http://cache02.stormap.sapo.pt/fotostore02/fotos//2d/cd/75/1809047_s2Uzw.jpeg

16. Social Networks > Now
Image Source: http://www.facebook.com/profile.php?id=500043523&ref=profile

17. Social Networks > Before

18. Social Networks > Past
Image Source: http://www.mcclatchy1956.50megs.com/images/girl_scouts.jpg

19. Social Networks > Even Earlier
Image Source: http://users.skynet.be/keltic/table.JPG

20. Social Networks > Even Earlier
Image Source: http://lh6.ggpht.com/_7v14_CPgwSc/R7zQaCHxpOI/AAAAAAAAAPc/iNZLAsPRmHk/100_0308.JPG

21. »Opining
Image Source: http://www.boston.com/bostonglobe/ideas/brainiac/headshot.jpg

22. Ratings & Reviews > Now
Image Source: http://www.petco.com

23. Ratings & Reviews > Before

24. Ratings & Reviews > Past
Image Source: http://i279.photobucket.com/albums/kk138/Keith_McCormic/Soapbox-Still.jpg

25. »Broadcasting
Image Source: http://www.flickr.com/photos/69514343@N00/2550512520

26. Blogging > Now
Image Source: http://www.stuffwhitepeoplelike.com

27. Vlogging > Now
Image Source: http://ryanedit.blogspot.com/2009/03/walnuts.html

28. Blogging > Before
Image Source: http://www.flickr.com/photos/inju/312209977/

29. Blogging > Past
Image Source: http://arrlswdconv.org/programs.aspx

30. »Creating
Image Source: http://www.purdue.edu/UNS/rube/rube.pix97.natl.html

31. Mashups > Now
Image Source: http://www.housingmaps.com

32. Mashups > Before
Image Source: http://www.hastingsdc.govt.nz/Libraries/hc_inspireme.htm

33. Mashups > Past
Image Source: http://www.flickr.com/photos/7552532@N07/2399894761/in/photostream

34. All “media” is social...
» Sharing
» Connecting
» Opining
» Broadcasting
» Creating
Image Source: http://www.sailtoalaska.com/images/Lamplugh_Detail.JPG

35. Everything old
is new again.
Image Source: http://blog.pennlive.com/midstate_impact/2008/02/_742928901022006.jpg

36. What is new?
Image Source: http://obeygiant.com/images/2008/09/obama-hope-shelter1.jpg

37. »Reach
Image Source: http://vittlesvamp.typepad.com/photos/blog/tupperware.jpg

38. Reach > Now
Image Source: http://openclipart.org/people/neocreo/neocreo_Blue_World_Map.png

39. »Accessibility
Image Source: http://wcc.warren.k12.in.us/Images/video2.jpg

40. Accessibility > Now
Image Source: http://www.mailchimp.com/blog/wp-content/uploads/2009/01/blog-anatomy3.png

41. »Usability
Image Source: http://hasylab.desy.de/images/content/e101/e103/imageobject405/HIXSS-Experiment_Detail_Aug2005_Web_8230600_hr_ger.jpg

42. Usability > Now
Image Source: http://www.youtube.com

43. »Transparency
Image Source: http://www.flickr.com/photos/c_r_i_s/2987200539/sizes/o/

44. Transparency > Now
Image Source: http://www.facebook.com

45. »Latency
Image Source: http://www.gutenberg.org/files/20417/20417-h/images/image342b.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

50. 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?
Image Source: http://lh3.ggpht.com/_CSQrp-8fMIg/RUm5MMoZABI/AAAAAAAAAFg/8_yYDdSvJVs/IMG_3822.jpg

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.

55. CONNECTEDNESS

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

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