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Rotterdam, June 5th 2012 Brand building in the digital era Tuesday, June 5, 2012
| Date post: | 13-Sep-2014 |
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Education |
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Rotterdam, June 5th 2012
Brand building in the digital era
Tuesday, June 5, 2012
4 FUNDAMENTALCHANGES
Tuesday, June 5, 2012
I. DIGITAL IS THE OPERATING SYSTEM OF THE WORLD
Digital has got nothing to do with media
Tuesday, June 5, 2012
DIGITAL IS A REVOLUTION IN
CONSUMER BEHAVIOR
Advocacy drives growth
Tuesday, June 5, 2012
HOW DOES DIGITAL WORK:CONVERSION THROUGH SHARING
active consumer:searches for product excitement
SEOReviewsRatings
Conversion boostersBrand content
passive consumer:stumbles upon product excitement
Content
The engine for digital influence is sharing. Sharing impacts both the ac8ve searching consumer and the passive consumer who discovers stuff they love.
Tuesday, June 5, 2012
HOW COME THIS 10m2 BANGKOK TAILOR IS SO SUCCESSFUL?
Tuesday, June 5, 2012
II. REED’s LAWThe value of a human network grows exponentially when every
node in the netwerk can form groups
Tuesday, June 5, 2012
Networked people generate powerful network effects1. Crea(ve capital (e.g. www.openideo.com)
2. Financial capital (e.g. www.kickstarter.com)
3. Social capital (e.g. #pukkelpop)
4. Intellectual capital (e.g. www.innocen(ve.com)
5. Mobilising power (e.g. Occupy, Greenpeace)
Tuesday, June 5, 2012
http://www.treehugger.com/files/2010/03/nestle-greenpeace-power-
of-internet.php!
Tuesday, June 5, 2012
AND YET WE KEEP INSISTING THAT DIGITAL IS A MEDIA THING. LETS DO
A VIRAL ON SOCIAL MEDIA
Tuesday, June 5, 2012
III. PERSUASION EATS STRATEGY FOR BREAKFAST
The science of persuasion design is rapidly undermining the relevance of classical branding
Tuesday, June 5, 2012
HOW DOES DIGITAL WORK:CONVERSION THROUGH SHARING
active consumer:searches for product excitement
SEOReviewsRatings
Conversion boostersBrand content
passive consumer:stumbles upon product excitement
Content
Persuasive apps such as Groupon, vente-‐exclusive hotelveilingen.nl,... all trigger impulse buying
...
Tuesday, June 5, 2012
SUEAMSTERDAM
Design for !"#$ "% &"'t(: It’s called “keep the change”, not
“debet gold plus service”Design for )*(a+,"#a- c(a.g*: triggering automatic saving behavior
Design for *xc,t*&*.t: People connect with the idea, recommend it and actuallystarted to follow their progress.
Tuesday, June 5, 2012
The best anti-smoking campaign is about manipulating the choice architecture
SUEAMSTERDAM
!"#$%t&'&(g Smoking kills
B$)a#&*%a+ $c*(*,&c' Make smoking very expensive
Tuesday, June 5, 2012
SUEAMSTERDAM
Tuesday, June 5, 2012
How to convince ignorant online buyers of the danger of online c"'.t*#%*,t &*$,c,.*/
SUEAMSTERDAM
hIp://www.stuffworthsharing.com/medi-‐plaza/
Tuesday, June 5, 2012
SUEAMSTERDAM
Game Design
hIp://codingconduct.cc/Don-‐t-‐Play-‐Games-‐With-‐Me
hIp://www.slideshare.net/dings/pawned-‐gamifica(on-‐and-‐its-‐discontents
hIp://www.youtube.com/watch?v=6Hafzkwdwho (Dutch)
When a game designer looks at a music academy, he sees a broken game design.Compare that to Guitar Hero.
Tuesday, June 5, 2012
SUEAMSTERDAM
How to get more tips?How to get more callers?How to reduce non-show up?
Persuasion Design
Tuesday, June 5, 2012
IV. We’re on the verge of phase change to a new economic
The crisis is a system crisis, not just a financial crisis
Tuesday, June 5, 2012
Nobel prize winning economist Joe S?glitz:
“The shift necessitates a fundamental change in our prevailing theory of the firm… The current theory holds that the singular goal of the corporation should be shareholder value maximization. Instead, companies should place customers at the center of the firm and focus on delighting them, while earning an acceptable return for shareholders.”
Source: http://www.forbes.com/sites/stevedenning/2012/01/31/is-the-us-in-a-phase-change-to-the-creative-economy/
Tuesday, June 5, 2012
IMPLICATIONS FOR CREATIVE
IDEAS
Tuesday, June 5, 2012
SMART IDEAS
Forget creative communication ideas, embrace
Tuesday, June 5, 2012
Tuesday, June 5, 2012
PRODUCT
Tuesday, June 5, 2012
What sets a digital branding idea apart from a classical branding idea is not the use of media but the way it takes into account how digital people make decisions today
Digital ideas aim at influencing connected people through leYng them stumble upon the excitement of others. Digital ideas generate a persuasive chain reac(on. Some(mes this has got nothing to do with media or with online.
Tuesday, June 5, 2012
CREATE STUFFWORTH
SHARING
Don’t design for impact
Tuesday, June 5, 2012
Tuesday, June 5, 2012
Tuesday, June 5, 2012
www.whopperfreakout.com
Tuesday, June 5, 2012
THINK COMMITMENT
IDEAS
Forget campaign ideas
Tuesday, June 5, 2012
© Boondoggle Amsterdam T +31 (0)20 716 3717www.boondoggle.eu
BABY ELEPHANT
Tuesday, June 5, 2012
NIKE RUNNING
BRAND COMMITMENT DIGITAL ECOSYSTEM SMART IDEAS
TO LIBERATE RUNNERS FROM BOREDOM
From traffic and reach to contact: A lightweight website
Facebook as Backbone
Ideas that fuel interac<on, excitement and advocacy. Ideas that convert fans into followers
The genuine difference the brand wants to make in people’s life, derived from the brand’s DNA
Tuesday, June 5, 2012
CONVERSATION MARKETING IS THE NEW ADVERTISING
Embrace serendipity
Tuesday, June 5, 2012
Tuesday, June 5, 2012
USE ADVERTISING AS SPOTLIGHT
Advertising has a role
Tuesday, June 5, 2012
© Boondoggle Amsterdam T +31 (0)20 716 3717www.boondoggle.eu
NIKE TAKE MOKUM
Tuesday, June 5, 2012
THE AGENCY OF THE FUTURE...
AND YOU
Tuesday, June 5, 2012
KEEP IN [email protected]/[email protected] [email protected]@sueamsterdam.com
Tuesday, June 5, 2012
