Branding in a digital world rewir seminarium 20101029
description
Transcript of Branding in a digital world rewir seminarium 20101029
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Johan Bergelin
Strategic director digital
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Ge löften
Uppfyll löften
Kommunikation
Upplevelser
Ett viktigt skifte
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Ett varumärke består av alla åsikter och
associationer som den omgivande världen har
till ditt namn och logotyp just nu
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Älskade…
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…medans andra är hatade?
http://www.flickr.com/photos/fibonacciblue/4657781224/
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Det är inte på grund av reklam och kommunikation
Även om det kan vara kraftfulla verktyg
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Det är på grund av upplevelsen de skapar
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De levererar alla en upplevelse värd att prata om…
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…och “word-of-mouth” mellan vänner är den heliga
graalen när man bygger ett starkt varumärke
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Social media är som att hälla olja på
elden som är “word-of-mouth”
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700 000 000 000 Antalet minuter som tillbringas på Facebook varje månad
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700 000 000 000 Antalet minuter som tillbringas på Facebook varje månad
326% ökning från förra året!
Eller 1332 år!
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24 timmar Mängden video som laddas upp på Youtube varje minut
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100% ökning från förra året!
24 timmar Mängden video som laddas upp på Youtube varje minut
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>5 000 000 000 Antalet bilder på Flickr
13x mer än i “US Library of Congress”
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>50 000 000 Genomsnittliga antalet “tweets” per dag på Twitter
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Andel kvinnor i åldergruppen 18-34 som kollar Facebook innan de
går på toaletten på morgonen
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Varu-
märke
Innan Nu
PR
Reklam
Upplevelse
Konversation
Varu-
märke
PR
Reklam
Upplevelse
Konversation
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Upplevelse Konversation
Goda upplevelser… …skapar bra konversationer
Dåliga upplevelser… … skapar dåliga konversationer
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UPPLEVELSER ÄR NYCKELN!
Zappos är en onlineaffär som är fullkomligt galna när det gäller kundservice
De kallar det sin WOW-filosofi
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24/7 kundservice på telefon
365 dagars bytesrätt
Fri frakt (åt båda hållen)
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Från september 2010
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VD Tony Hsiehs bästa social media-verktyg
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0
200
400
600
800
1000
1200
1400
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Miljoner av dollars!
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Myntet har givetvis två sidor
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En klassiker i ny kontext!
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“The Times newspaper reported that within 4 days of the video
being posted online, United Airline's stock price fell 10%,
costing stockholders about $180 million in value”
http://en.wikipedia.org/wiki/United_Breaks_Guitars
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Vad säger det här oss?
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Men inte vilken upplevelse som helst!
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De måste vara fantastiska
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De måste vara värda att dela
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De måste vara möjliga att dela
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De måste vara tillåtna att delas
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De måste vara levererade av alla
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Det här ställer nya krav på företag
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1. Ditt varumärke måste designa och skapa upplevelser
http://www.flickr.com/photos/t_trace/282175990/
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2. Alla i ditt företag måste förstå vad de skall leverera
för att vara i linje med ditt varumärke
http://www.flickr.com/photos/zbowling/2746925285/
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3. Du måste vända på megafonen
http://www.slideshare.net/missrogue/whuffie-at-web-20-expo/
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4. Du måste ge kraft till ditt community
http://www.flickr.com/photos/brazilnut72/2247695138/sizes/l/
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5. Du måste omfamna kaos
http://www.flickr.com/photos/walkadog/3327203671/sizes/l/
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Vad göra? Konkret alltså?
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Värderingar
Istället för
värdeord
Metodik
Generera OCH
analysera
Kunskap
Om social media
och internet
Organisation
För en digital
värld
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“Unique Selling Point”
Produkt/Pris/Plats/Promotion
“Emotional Selling Point”
”Live the American
Dream”
“Visionary Selling Point”
”Vi kan. Vi vill.
Vi kommer
att göra det.”
“Value-based Selling Point”
”En del av samhället.
Agera som en
medborgare
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”Saltå Kvarn har en ganska
pretentiös vision. Vi ska vara
inspirationskälla för att rädda
Östersjön.” VD Johan Ununger
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”The $1000 offer”
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Värderingar
Istället för
värdeord
Metodik
Generera OCH
analysera
Kunskap
Om digitala
verktyg
Organisation
För en digital
värld
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”Innovationstratten”
Många idéer Färre idéer Prototyper Upplevelse/
Produkt
• Öka effektivitet
• Minimera risk
• Förutsägbarhet
• Process
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”Innovationstratten”
Många idéer Färre idéer Prototyper Upplevelse/
Produkt
?
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”Idétratten”
• Människocentrerat
• ”Open ended”
• Iterativt och generativt
• Skapa för att lära
Utforskning Insikter Idéer och
prototyper
Bra idéer och
prototyper
Nya
insikter
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Bättre idéer
och prototyper
Utforskning Insikter Idéer och
prototyper Bra idéer och
prototyper
Nya
insikter
Generativ fas Analytisk fas
Hur skulle världen
kunna se ut?
Bäst idéer och
prototyper
Fantastisk
upplevelse
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Värderingar Istället för
värdeord
Metodik Generera OCH
analysera
Kunskap Om digitala
verktyg
Organisation För en digital
värld
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Digitala verktyg
Upplevelser
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Lyssna
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Bygga
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Skapa
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Engagera och
konversera
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Analysera
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Värderingar Istället för
värdeord
Metodik Generera OCH
analysera
Kunskap Om digitala
verktyg
Organisation För en digital
värld
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VD
Produkt Försäljning Service
HR
Ekonomi Inköp
Kommunikation
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VD
Produkt Försäljning Service
HR
Ekonomi Inköp
Kommunikation
Social media
Center Of
Excellence
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En grundläggande insikt: Människor är i centrum
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http://www.flickr.com/photos/dcoetzee/3591718222/sizes/l/
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Så kom ihåg det här…
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Om du inte vet varför du Twittrar kommer inte
dina kunder veta det heller
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Det handlar inte om digital branding
Det handlar om branding i en digital värld