Presentation about branding in the digital age and the role services, content and media can play in this process. For the KPN / Avans seminar

6. I missed the golden age
of advertising...

7. ...and the
internet bubble

8. The advertising and
internet age
are dead
(Lucky me!)

9. Long live the digital age

10. I’m not going to tell you
about the upcoming
hypes and trends

11. I’m not going to tell you
that there are more the
58.000 tweets every
minute

12. Or that Youtube streams
more the 2 billion videos
each day

13. I’m not even going to tell
you about social gaming
and the 1 billion dollar
industry it represents

14. I’m here to talk about
branding

15. Branding
in the digital age

16. What is a brand?

17. Your brand isn’t your logo

18. Your brand isn’t your flagship store

19. Your brand isn’t your product

20. Your brand isn’t your website

21. You don’t own your brand

22. a brand is a person’s
gut feeling about a
product, service or
organization

23. Thoughts, feelings,
desires and Memories

24. It’s not what
you say it is

25. It’s what they
say it is

26. They make and
brake brands

27. Branding is
using marketing
to influence peoples’
attitudes towards and
perceptions of the brand

28. Brand loyalty
is earned over time
through consistent
positive experiences
and engagements with
a product, service or
company

29. What effect has the
‘digital age’ on
branding?

30. What is this digital age?

31. The digital age isn’t just online

32. sorry Steve
The digital age isn’t just technology

33. TV isn’t dead in the digital age

34. Viral marketing isn’t easy

35. and social media isn’t the holy grail

36. in fact...

37. “Social media is like teen sex.
Everybody wants to do it.
Nobody knows how.
When it’s finally done there is
surprise. It’s not better.”
Avinash Kaushik - Analytics Evangelist, Google
in fact...

38. The digital age is a
result of ongoing digital
innovations

39. It’s about the effects of
that technology.

40. Effect on the way people
communicate, shop, use
information, live and so
on.

41. The digital age is the age of
transparency, social interaction,
authenticity, dialogue, real-time,
content, connections, participation,
engagement, openness, added value,
relevance, storytelling and listening.

42. Branding is still about
using marketing to
influence peoples’
attitudes towards and
perceptions of the brand

43. Brand loyalty
is still earned over time
through consistent
positive experiences
and engagements with
a product, service or
company

44. The playing
field just
changed.

45. from
Controlled
Organized
Medium focussed
Product-driven
Monologue

46. to...
Transparent
Authentic
Medium independent
Vibrant
People-driven
Dialogue

47. It’s not about
reaching 1.000.000
in order to
sell to 100

48. It’s about reaching 10
people that reach 100
people that reach 1000
people that...

49. The two most important
questions a brand
in the digital
age should
ask itself.

50. 1. How can we
create positive
experiences?

51. 2. How can we
engage with
our audience?

52. Time for some examples

53. What if... we would like to
sell some running shoes

57. COOL
SHOES
RIGHT?!

58. “We want to find a way to enhance
the experience and services, rather
than looking for a way to interrupt
people from getting to where they
want to go”
Stefan Olander, Global director of brand connections at Nike

59. Why do people
buy our
products?

60. Why do people
buy our
products?
Running.

61. And what do
they do when
they are
running?

62. And what do
they do when
they are
running?
Listen to music.

71. 117.697 runners joined the Human Race
Runing 1.291.084 kilometers collectively
32 times around the earth

73. service
- tracking
- challenges /goals
- compete / compare

74. service
- tracking
- challenges /goals
- compete / compare
content
- audio/video workouts
- original music
- voice prompts
- customized workouts

75. service
- tracking
- challenges /goals
- compete / compare
media content
- forums - audio/video workouts
- sharing (twitter / facebook) - original music
- advertorials - voice prompts
- customized workouts

76. product service
- ipod - tracking
- footwear - challenges /goals
- apparel - compete / compare
- accessories
media content
- forums - audio/video workouts
- sharing (twitter / facebook) - original music
- advertorials - voice prompts
- customized workouts

77. Increased market
share in the US.
From 48% in 2006 to
61% today
Matt Powell, SportsOneSource analyst

78. OK! Another one.

79. Antwerp Zoo

80. Antwerp Zoo
Challenge:
How to create 200.000
extra visitors (+18%)

81. Antwerp Zoo

82. What did we see?

83. omschrijving klik 2x

84. omschrijving klik 2x

85. omschrijving klik 2x

87. omschrijving klik 2x

88. service
- Live birth broadcast
- Mobile update service
- Platform
omschrijving klik 2x

89. service
- Live birth broadcast
- Mobile update service
- Platform
content
- photo’s/video’s/stories
- animal fosters
- games
omschrijving klik 2x

90. service
- Live birth broadcast
- Mobile update service
- Platform
media
- forums
- photo/video sharing
- weblogs
- social networks
content
- photo’s/video’s/stories
- print - animal fosters
- guerilla - games
omschrijving klik 2x

91. product service
- tickets - Live birth broadcast
- specials - Mobile update service
- merchandise - Platform
media
- forums
- photo/video sharing
- weblogs
- social networks
content
- photo’s/video’s/stories
- print - animal fosters
- guerilla - games
omschrijving klik 2x

92. 300.000 more visitors in
2009 (200.000 paying)
compared to 2008.
165.000 visitors within
one month after birth.

93. 559.824 Belgians follow
the birth live via the
internet. (that’s 20% of
the population).
With a media budget
of €50.000 they created
€3.000.000 worth of
media value.

96. Ingàh-Thà’ Emmen
196
Kai-Mook Antwerp
210.000

97. Inspiration!
But where do I start?

98. doing is
understanding

99. How social are you?
Who has a
account?

100. How social are you?
Who has a profile on
. or

101. How social are you?
Have you ever shared
content online?
or

102. How social are you?
Did you ever
use twitter?

103. How social are you?
Last.fm .....anyone?

104. If you said no to any of
these questions you
have homework.

105. Open an account and
try, try, try.

106. Experience the
rules of the
medium.

107. Never say
“that isn’t going
to happen”.

109. 87 million
players

110. Listen,
observe & try to
understand your
customers.

111. Use the tools “they” use
to spy on “yourself”
alerts

114. Remember.
Everything
your brand
does will
become
transparent.

118. And don’t be afraid to
talk back.

125. It’s about reaching 1
person that reach 2.061
persons that reach 259.686
persons that...

126. How can we create
positive experiences
and how can we
engage?

127. product service
How can we create
positive experiences
and how can we
engage?
media content

129. How can we create
positive experiences
and how can we
engage?

130. product
- knowledge
- accountant services
How can we create
positive experiences
and how can we
engage?

131. product service
- knowledge - financial update
- accountant services - helpdesk
- charming CEO
How can we create
positive experiences
and how can we
engage?

132. product service
- knowledge - financial update
- accountant services - helpdesk
- charming CEO
How can we create
positive experiences
and how can we
engage?
content
- articles
- links
- video explanations

133. product service
- knowledge - financial update
- accountant services - helpdesk
- charming CEO
How can we create
positive experiences
and how can we
engage?
media content
- twitter - articles
- blog - links
- youtube - video explanations

136. Nothing is boring.

137. You just have to make it
relevant for the user.

138. Whether you use
to share knowledge,
your passion as an
entrepeneur or to
awnser enraged
customers

139. Or / to
connect with millions of
people (and their
friends), target ads with
extreme precision or
create the worlds first
second social webshop

141. Branding in the digital age
is about transparency,
authenticity, content,
engagement and
relevance.
Ow, and remember...

142. This is your future
audience. They
are born digital.

143. This is your future
audience. They
are born digital. Enjoy!

145. thanks!