Business & Branding - Era of Broadcast Reversal

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The document discusses the transition of power from brands to consumers in the media landscape, emphasizing the importance of authentic engagement and feedback in modern brand building. It highlights that consumers seek ongoing conversations and involvement with companies, with a focus on the effectiveness of word-of-mouth recommendations. The presentation calls for brands to adopt a more human touch and adapt their strategies in response to consumer dynamics.

The business of

Broadcast Reversal
Brands in the hands of consumers
@HubertGrealish

#websummit 17 October 2012

Creative & Communications, MPERA Media Consulting.

Welcome
“I want you to leave here
knowing less than when
you came in..!”

Tommy Tiernan … think less… feel more.
Irish comedian and social commentator.

“Consumer demographics
Broadcast have overtaken conventional
Reversal branding efforts, redefining the
media landscape.”

Shift of power from publisher to public

Consumers humanising media directly

Listen Good Know your customers
Engage Me Share their interests
Personally
Consumer conversations are already
taking place…
Seek them out and join in.

Not all content needs to be branded.
Unbranded content has a role too.

Never mind “Word of
mouth
the Is the most
powerful
Message medium of all”

What‟s your
Word of Mouth…

Never mind “Most recommended
company in its
“Word of
mouth
the category grows
2.5 times the
Is the most
powerful
Message category average”
- Bain & Co. medium of all”

What‟s your
Word of Mouth…

Never mind “Most recommended
company in its
“Word of
mouth
the category grows
2.5 times the
Is the most
powerful
Message category average”
- Bain & Co. Bill Bernbach all”
medium of

“Two thirds
of the economy is
influenced
by personal
recommendation”
- McKinsey & Co.
What‟s your
Word of Mouth…

Consumers
Want to
Engage &
Feedback
Of this 89% …

41% want companies to seek feedback.

37% would like new ways to interact
with brands via social media.

Where is  Pinterest41% of consumers share
branded content (35% Instagram)
Branded
 Mobile (Search/Social media) 50+%
Content Hot of internet use via mobile device.
Trend: 53+% keen to mobile purchase.

 Live experience – real brands
activations at events.

… Implications for human behaviour?

“Be yourself, only
better (branded)”
Questions?
See you in Tweet Café
Thank you!

@HubertGrealish
Hubert.grealish@MPERA.com

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Business & Branding - Era of Broadcast Reversal

1. The business of Broadcast Reversal Brands in the hands of consumers @HubertGrealish #websummit 17 October 2012 Creative & Communications, MPERA Media Consulting.

2. Welcome “I want you to leave here knowing less than when you came in..!” Tommy Tiernan … think less… feel more. Irish comedian and social commentator.

3. Overview Buildings & Brands - Me  New Brand Paradigms  Broadcast Reversal  New Dynamics  Implications &Opps  You Too! Brand Tree House

4. Brand Tree House Reach out and connect Quick tweet #WebSummitwith #BTH 1. Product or Service? 2. Seeking at DWS? 3. About You?

5. New Modern brand building Brand Old New Paradigms Messages Static Conversations Dynamic Saying Doing Look & Feel Experience Posing Authenticity Simplicity Depth Touch points Engagement Audience Community Transactional Relationship Based Top-down Meaningful experience Referencing John Grant,The Brand Innovation Manifesto (2011)

6. “Consumer demographics Broadcast have overtaken conventional Reversal branding efforts, redefining the media landscape.” Shift of power from publisher to public Consumers humanising media directly

7. Listen Good Know your customers Engage Me Share their interests Personally Consumer conversations are already taking place… Seek them out and join in. Not all content needs to be branded. Unbranded content has a role too.

8. Never mind “Word of mouth the Is the most powerful Message medium of all” What‟s your Word of Mouth…

9. Never mind “Most recommended company in its “Word of mouth the category grows 2.5 times the Is the most powerful Message category average” - Bain & Co. medium of all” What‟s your Word of Mouth…

10. Never mind “Most recommended company in its “Word of mouth the category grows 2.5 times the Is the most powerful Message category average” - Bain & Co. Bill Bernbach all” medium of “Two thirds of the economy is influenced by personal recommendation” - McKinsey & Co. What‟s your Word of Mouth…

11. Consumers Want to Engage & Feedback

12. Consumers Want to Engage & Feedback of consumers want 55% ongoing conversations with companies and brands. would feel more loyal 89% to a brand if they were invited to take part in a feedback group. And no, a Like is not a Relationship 2012 American Express Survey of 1000 US consumers

13. Consumers Want to Engage & Feedback Of this 89% … 41% want companies to seek feedback. 37% would like new ways to interact with brands via social media.

14. Where is  Pinterest41% of consumers share branded content (35% Instagram) Branded  Mobile (Search/Social media) 50+% Content Hot of internet use via mobile device. Trend: 53+% keen to mobile purchase.  Live experience – real brands activations at events. … Implications for human behaviour?

15. Content.  Intelligent Network - what can you It‟s Your supply your company networks with to speak about on your behalf. Story Regularly update narratives & stories.  Keep talking and testing. Finish what you start. Don‟t rest at „awareness‟.  Relax certain rules. Develop brand personas. Be human.

16. Brand Corporates: Allow personalities to breath. Implications  Consumers: Activists react faster than Corps. &Opps SMBs: Never lost the human touch.  Engagement: Emotional connections require emotional interaction.  Campaigns: Global campaigns need to be tailored.  Word of Mouth: Best live feedback you‟ll ever get. Curated Content: Need for new media editors.

17. Share Your Story Brand Tree House Quick tweet #WebSummitwith #BTH 1. Product or Service? 2. Thoughts for DWS? 3. You?

18. “Be yourself, only better (branded)” Questions? See you in Tweet Café Thank you! @HubertGrealish Hubert.grealish@MPERA.com

Editor's Notes

#2: Laughter is the shortest distance between strangers…. Not even the technology that allows it!
#3: - which reflect consumer needs... over corporate. { History repeating itself: why didn’t Borders become the next Amazon..? ] Humans are built for efficiency or laziness, constantly innovating, also with brands. ( Not loyal!) Brand starters to simplify your brand message - BTH Connection Checklist.... Not to me, to the consumer(!) (Tweet Cafe later) About Me... Civil from Galway (into architecture).. Berlin, Munich... early 90s. Exciting times of change (wall just down). Ideas flowed. Boss invented bridge. Further studied in Scotland Aus., then UK Tech PR.. exciting times. Dot Com Bubble. NB Ideas move faster in media than in building so was lured away from building. Though the principles of what I’ve learned in converting blueprints in to bridges have stayed with me in media. It’s about converting ideas into something that matters! That makes a difference. NB: Delighted to see Germany and particularly Berlin still holding it. Humans are built for efficiency or laziness, constantly innovating, also with brands. (Not loyal!) Implications of not being social - 3 or 4 things that’ll happen if you don’t change.
#4: Twitter Ice-Breaker1 - Product or Service?What you offer or product USP2 - Message at DWS? What you’re seeking at DWS 3 - About you?Entrepreneur / Tech / Investor, where based. Anything else fun to share? Meet at the bar?
#5: TRADITIONAL PUBLISHING HAS BEEN REVERSED: Groups of consumers are faster and smarter than brands. Who owns the brands NOW? People react most to people… yet marketers speak of advertising---BANKING ON PERSONAL – BRANSON TAKES TO BANKS… MOVE AWAY FROM TRANSACTIONAL ____ Your heart and soulWhat people can relate to emotionallyWhat will interest them or help themWhat will get them talking about you
#6: You will not talk to everyone in the same way or about the same thing.Know who is important and the interaction you wish to have with them.Who you talk to, about what and where as it relates to your “why” and their lifeSTORYLINES – definethem and howyouwish to brand/ ornot.your CENTURIONS…
#7: Some simple math1 company spokesperson x 150 network connections x 150 network connections = second level reach 22,5001000 brand advocates x 150 network connections x 150 network connections = second level reach 22,500,000
#8: Will the web like it?It all starts at her / his side:her / his mood and interests!Why should she / he give us his precious time?Why should she / he share our message?Entertainment or utility
#9: {http://www.internetretailer.com/2012/05/16/good-customer-service-social-media-can-lead-more-spending
#10: Humans are curating their lives... as they seek out and record things they like and experiences. Humans need information to guide them, almost in spite of ‘information overload’. => Turning to editors/curators and even friends. [A.Keen ]Implications for human behaviour? Understand what your customers would like to know and deliver it compellinglySmirnoff NEP and RFID…
#11: There’s more of them than there are you.Just short of Sponsorshipcreate them and feed them.Join conversations and don’t leave them.Don’t be too dry
#12: Your heart and soulWhat people can relate to emotionallySmirnoff NEPHalf SMBs business comes from Social Media (news Sept 2012 AdAge)----Corporations: Allow personalities to breath. Create new storylines and content with your customers. Consumers: Activists react faster than Corps. Co-create and involve the most influential. SMBs: Never lost the human touch, learn from them. Keep it real, in your own words. Engagement: Emotional connections require emotional interaction. Find the sweet spot. Campaigns: Global campaigns need to be tailored for local countries. Word of Mouth: Best live feedback you’ll ever get. Personalized Content: Need for new editors and curators. Trend towards rise in specialist media!
#13: Twitter Ice-Breaker1 - Product or Service?What you offer or product USP2 - Message at DWS? What you’re seeking at DWS 3 - About you?Entrepreneur / Tech / Investor, where based. Anything else fun to share? Meet at the bar? MINE“Brand Comms & Creative Strategy; Have fun connecting ideas at DWS; Amsterdam based marketing guy and recent marathon convert #BTH #websummit”

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Editor's Notes