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8/14/2019 BrandFlux - Real-Time Brand Intelligence
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“Getting information off
the Internet is like taking adrink from a fire hydrant.”
—Mitchell Kapor
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There is no future. Only a
volatile present tense.Today the fastest,
best-informed brands win.
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The future is now:
“What if you could peer into the thoughts of millions of
people as they were thinking those thoughts or shortly
thereafter? And what if all of these thoughts were
immediately available in a database that could be minedeasily to tell you what people both individually and in
aggregate are thinking right now about any imaginable
subject or event? Well, then you’d have a different kind
of search engine altogether. A real-time search engine.A what’s-happening-right-now search engine.”
—Erick Schonfeld, TechCrunch
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The future is now:
“Real-time conversation is what’s next”
—Paul Bucheit, Creator of Google Gmail, Google AdSense
“Search Twitter in realtime - see what the world is doingright now.”
—Twitter’s Google Search Page Description
“Part of the appeal of Twitter to many people is theplatform’s ability to provide real-time information; the
live Web works remarkably well there so far...”
—Noah Mallin, Search Views
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How does this work?
Aggregate. Use technology to gather information inreal-time in a broad and sweeping way.
Contextualize. Give the information shape, value and
meaning through a collaborative real-time conversation.
Edit. Turn this information into Intellectual Property that
defines actionable strategies and tactics with organic
origins, contextual meaning and high value.
Innovate. Create and deliver insightful communications,
products or services in real-time through a sustainable,
“always on” model.
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External InformationInternal Information
BlogsRSS
TwitterFacebook
TelevisionNewspaper
Sales Force
Radio
YouTubeSocialMediaR&D
Local-store managersField managers
SuppliersCustomer Surveys
Paid ResearchDaily sales reports
CompetitiveSurveys
Supplier and
Manufacturer Data
Search
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BrandFlux
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Aggregate. How does this work?
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BrandFlux
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Aggregate. How does this work?
Aggregation brings together information coming frominternal sources and external sources—information that, inmany cases, runs on parallel paths within an organization.
Paid, third-party research, white papers and sales reportsall come together in one place. Most importantly, the vaststream of information from the Internet is also depositedhere in a real-time stream. This is the first step to gettingan objective view of what is taking place around a brand.
The digital curation of this flow of data is in itself a valuableasset to any brand.
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BrandFlux
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Context
Aggregated Knowledge
Mid-Level
Executive-Level
Low-Level
Contextualization occurs in real-time
through familiar interactive activities.
Higher levels are granted more access and control.
Favoring
Commenting
Discussing
Re-Aggregating
Tagging
Sharing
Contextualize. How does this work?
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Contextualize. How does this work?
Contextualization adds value.
This is especially powerful because it is happening bothinternally and externally, giving a broad view of how theaggregated information begins to relate. Here connections
are made. Connections that overcome the parallel pathsthat information traveled on prior to aggregation.
The ability to access information, has hierarchicallimitations. Field sales won’t gain access to management’s
most sensitive data, but can still offer input on informationoutside of their daily routines.
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BrandFlux
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Edit. How does this work?
Intellectual PropertyStrategists
Strategic Reports
Tactical Alerts
Thoughtleaders
Planners
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BrandFlux
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Edit. How does this work?
Today IP is the holy grail of the new marketing landscape.
Editing information creates Intellectual Property.
Editing is a proven skill set performed by talent who isalready immersed in the world of divining tactics and
strategies from information. In this scenario, however,
that talent is armed with contextualized information that is
fresher and more valuable than they have ever had accessto. They are now working in real-time.
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Innovate. How is this different?
Always On
Real-Time
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BrandFlux
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Innovate. How is this different?
Information is most valuable when it is fresh. It’s utility isderived from immediacy. Innovation means the most, whenit is needed the most. And when it is custom built.
Now innovation can be delivered in real-time and matchedto real-time needs. In an always on model. Constantlyreaffirming value and creating a sustainable dynamic.
An agency can evolve to place where it not only drives
the innovation of communications, but can also influenceproducts or services in real-time and become a living,breathing part of a brand’s very existence.
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When presented withbold new ideas, people
will reference whatthey know.
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BrandFlux
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What this is not.
A twitter app. A new kind of planning process. A
substitute for great creative thinking. A blog. An
iPhone app. A wiki. A substitute for sound strategic
thinking. The new :30 second spot. A network of
blogs. A search engine. An algorithm. A networkof search engines. Crowdsourcing. A mashup.
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What this is.
An always on business model that generates intellectualproperty and bespoke innovation from collective knowledgein real-time.
A business model that is scalable and future proof and fostersa long-term relationship between the agency and it’s clients.
A relationship based on thinking and collaborating thatinherently renews itself simply by existing.
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“The future is alreadyhere. It's just not veryevenly distributed.”
—William Gibson
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Thank you.
BrandFlux
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