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Monday, 02.06.2012 |
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| The Open Brand: When Push Comes to Pull in a Web-Made World |
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Product Details
Notes
consumers co-create brands
they give feedback even if not asked, and they expect to be heard
their ideas matter to themselves and their friends
they love and trust their own content more than company media
you can't force your brand onto consumers anymore
they determine it through their own interaction and discussion
some things are still the same, like design and product innovation
but branding is about lifestyle now too, and that depends on the consumer
the iPod is not just a portable music player
it's also a backstage pass to a hip urban scene
Abercrombie implies membership to an elite class, not just clothing to wear
marketers are used to having complete control over their brand
but now the open brand encourages dialogue and engagement
Burton Snowboards got pros to post on message boards
that gave a lot of credibility to the brand for amateurs
at the same time, amateurs provided valuable usage data
which helped Burton adjust their products to fit the marketplace
the goal now is to connect and collaborate to build your new open brand
be an advocate of consumer participation
allow the consumer to influence your brand
seek unpredictable progress and learn to let go
O is for On-demand
instant gratification is a way of life now
P is for Personal
think of unique individuals rather than broad demographics
it's not one market of many, but many markets of one
E is for Engaging
instead of pushing out a marketing message, pull it from consumers
make the experience participatory and relevant
N is for Networked
each consumer has viral value with their online communities
use online word of mouth marketing to spread your brand
use the internet to expand your reach and increase sales
but also to reduce costs by providing answers to common questions
enable the customer to do their own customer service
Forrester Research prediction:
over $1 trillion in offline sales will be web-influenced by 2012
company websites started out as online brochures
the marketing goal was to get pageviews, not interaction
shift emphasis:
from owning to sharing
from reading to writing
from home pages to blogs
from simple web forms to web applications
creating, sharing, and influencing:
online users don't just read or watch content, they create their own
then they share that content with the world
their ideas and opinions influence other consumers
big companies have provided interactive tools like online reviews
so smaller sites must do the same, or the consumer will be turned off
35% of adult users are creating content, including photos and reviews
there are more than 70 million blogs and it's growing
on the other hand, 90% of users never contribute to a site
9% contribute a little, and only 1% contributes most of the content
but people who don't create content may still be influenced by it
and they may indirectly affect others through viral word of mouth
you can market to the select few like the tipping point
or you can market to the masses, who all have some influence on others
motivations of an icitizen:
competence - "i can" - use web tools for fun and learning
collectivism - "i connect" - talk to people with similar interests
cultural change - "i am" - effect change that improves life
celebrity - "i matter" - seek recognition or fame
the generation born between 1982 and 2000
echo boomers, Gen Y
40% believe they will earn over $100k by 30 years old
1/3 believe they will become famous
consumers want to make informed decisions
they trust their peers to provide good information
peers now include people they've never met, but who have similar interests
the consumer is a medium of advertising in itself
they can pass along your marketing message to their friends
instead of a 10-person focus group, test 10 million people on the web
shoppers often search for keywords instead of brand names
"flogging" is fake blogging
"astroturfing" is a PR campaign that pretends to be from nonprofessionals
if all the reviews are positive, it looks more suspicious
but opponents of a product may try to hurt the brand also
use the "wisdom of crowds" to get accurate predictions from the masses
employ metrics to accurately track all areas of interaction with the consumer
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