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Securing competitive advantage in a networked world
Securing competitive advantage in a networked
world
It used to be so simple
The Simple Trade Era
The Production Era
The Sales Era
The Marketing Department Era
The Marketing Company Era
The Relationship Marketing Era
Your brand
Structured to unstructured data
Winning in the digital era
THE WORLD’S biggest brands (in social media)
HUMANITYHUMANITYHUMANITYHUMANITY
Born of real, human insight
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are needed to see this picture.
Designed by humans, for humans
15
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are needed to see this picture.
BEING ‘people that do’
NOT JUST brands that tell
UMBRO = a brand that says NIKE – a brand that DOES
SEEK OUT like minded people - AND JOIN IN
OPEN and maintain THE DIALOGUE
Especially when things go wrong
BE nice
BE empathetic
BE useful
BE relevant
HAVE A SENSE OF humour
TAKE ADVANTAGE OF TECHNOLOGY
Cross-promotionto other programmes
Opportunity to share with average 132 friends each
Drive ATV with reminders
Competitions drive reach and data capture
Opportunity to sample and share content (at no cost)
TRACK IT BACK TO what matters TO YOUR BUSINESS
BECAUSE it pays
2
2
PAID EARNED
Premium allows for targeting by interest
DO WHAT YOU’VE ALWAYS DONE ...
BE human
