Download - How Digital has Changed Brands
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Ciaran O’ReillyRefresh DigitalPresentation to Marketing SocietyThe Marker Hotel26 September 2013
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Hello!
Worked in a number of leading advertising agencies in a career spanning over 25 years.
Mainly as a Planner
Spent some time as a Brand Advisor to some leading Irish Companies
Been directly involved in Digital businesses for almost 10 years
MD of Refresh – a full service digital agency
Ciaran O’Reilly, MD & Head of Planning
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What we will cover
How digital has changed what a Brand is
How digital has changed Brands relationship with media
Socialising Brands
Changing role of brands in consumers lives
Are we entering yet another new era of marketing?
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How digital has changed what a brand is
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Who’s in control?
• Consumers want control of brands… facilitated by technology.
• Challenge for marketers is retaining brand control while allowing consumers to interact.
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What a Brand is, has changed
David Ogilvy
1960’s-2005 The Branding Era
2005 – Present The Digital Era
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Value of Word of Mouth
The most recommended company in its category grows 2.5 times faster than the category
average Source: Bain & Co.
250%
Implications for Agencies
Increase the value of brands by making them the most relevant & recommended in its category
Implications for Clients
Brand Recommendation is now one of the key Brand Metrics.
Real Time Reputation Management is critical
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"When you see an ad with your friend’s name in it, recall goes up by 60%. Word-of-"When you see an ad with your friend’s name in it, recall goes up by 60%. Word-of-mouth is themouth is thebest advertising. At Facebook webest advertising. At Facebook weare implementing word-of-mouth at scale." are implementing word-of-mouth at scale."
Dan Rose, VP of Partnerships and Platform Marketing, Facebook. Jan 2011
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Source: Mobile Youth Economy, 100 Trends for 2012
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Digital has changed Brands & relationship with Media
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What makes new media new?
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TV becoming a trailer for Digital
Source: Shiv Singh, Global Head of Digital, PepsiCo
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A new way of looking at Media
Traditional Media Model
Paid Media
Your Brand
Paid Media
Earned Media
Owned MediaYour Brand
Digital Media Model
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Digital is about socialising brands
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Starting a Facebook Page is not a social strategy!
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Enable Sharing of Everything you can!
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For Consumers, it’s not about Social Media, it’s about Social Currency
Social Currency: The objects that makes us valuable to our
friends
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Unashamedly jumped on a consumer driven meme
What’s amazing is that Paddy Power is not seen as a marketer leaping on a bandwagon
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Think Like a Consumer
• Know your audience
• They have different modes for different moods – so should you
• Not one Corporate voice – each channel has different needs and different tone of voice
• Have an opinion & avoid ‘Marketing Speak’ – especially in Social Media
• Don’t be afraid to be a little self deprecating
• Encourage engagement – a relationship is two-way
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Two trends emerging from Social Currency1.Gamification2.Social TV
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Gamification
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Gamification & Sales impact
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Social TV
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Social TV
• Connected TV’s integrating social activity• Integrated into EPG Middleware• Twitter & Facebook now major players in TV
industry – without making a single TV program• VOD – Timeshifted viewing with social integration
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Making friends & influencing people
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Consumers transmitting brands
Some brands are disproportionately more appealing to digital consumers who are
TWICE as likely to be “Transmitters” – influence others with their views
*Millward Brown, BrandZ Brand Equity Survey
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99% of influencers say friends ask their opinion before making an important purchase
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Source: Mobile Youth Economy,
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Digital has changed Brands role in consumers lives
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Difference between ‘advertising’ & ‘digital’“Advertising is about
breaking through, digital is about fitting into the more personal media rhythms of peoples day-to-day lives”
Nick Law, Chief Creative Officer, R/GA
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Have to Breakthrough to Get Noticed
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The role of Brands has changed
We believe in the digital era brands have two new roles:1. Becoming an open platform means becoming a ‘connection point’ to engage consumers. Need to make sure brand has something meaningful to say and be brave enough to facilitate a 2 way relationship
2. Brand Utility to play a useful role in the lives of consumers – it is simply not enough to rely on the old principles of media interruption.
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Platforms : A Key Trend
“Platforms (e.g. Nike+) are worth investing in, they are an efficient and ongoing relationship. Identifying platforms that only that brand can deliver, that fits into peoples day-today lives will become more & more important.”
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Final Thought: Are we entering yet another new era in Marketing?
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Welcome to the Relationship Era
• 44% Nearly half of consumers are less responsive to Mass Marketing Messages (inc. those running on digital media)
• 66% of consumers are more inclined to purchase brands that allow them to share their preferences
Build Relationships not brands
• In the Relationship Era, marketing communications is almost a real-time dialogue, hyper-targetted to ever thinner slices of customer segmentation
• Enlightened marketers have unimaginable access from numerous sources to rich consumer data, enabling them to be more proactive and deliberate in ways that are unexpected and highly valued
• All leading to an ever evolving era of mass personalisation
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Big Data
This is being driven by Big Data
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Thank You!
@ciaranoreilly
linkedin.com/pub/ciaran-o-reilly/6/385/5/