1.
I missed the golden age
of advertising...

2.
...and the
internet bubble

3.
The advertising and
internet age
are dead
(Lucky me!)

4.
Long live the digital age

5.
I’m not going to tell you
about the upcoming
hypes and trends

6.
I’m not going to tell you
that there are more the
58.000 tweets every
minute

7.
Or that Youtube streams
more the 2 billion videos
each day

8.
I’m not even going to tell
you about social gaming
and the 1 billion dollar
industry it represents

9.
I’m here to talk about
branding

10.
Branding
in the digital age

11.
What is a brand?

12.
Your brand isn’t your logo

13.
Your brand isn’t your flagship store

14.
Your brand isn’t your product

15.
Your brand isn’t your website

16.
You don’t own your brand

17.
a brand is a person’s
gut feeling about a
product, service or
organization

18.
Thoughts, feelings,
desires and Memories

19.
It’s not what
you say it is

20.
It’s what they
say it is

21.
They make and
brake brands

22.
Branding is
using marketing
to influence peoples’
attitudes towards and
perceptions of the brand

23.
Brand loyalty
is earned over time
through consistent
positive experiences
and engagements with
a product, service or
company

24.
What effect has the
‘digital age’ on
branding?

25.
What is this digital age?

26.
The digital age isn’t just online

27.
sorry Steve
The digital age isn’t just technology

28.
TV isn’t dead in the digital age

29.
Viral marketing isn’t easy

30.
and social media isn’t the holy grail

31.
in fact...

32.
“Social media is like teen sex.
Everybody wants to do it.
Nobody knows how.
When it’s finally done there is
surprise. It’s not better.”
Avinash Kaushik - Analytics Evangelist, Google
in fact...

33.
The digital age is a
result of ongoing digital
innovations

34.
It’s about the effects of
that technology.

35.
Effect on the way people
communicate, shop, use
information, live and so
on.

36.
The digital age is the age of
transparency, social interaction,
authenticity, dialogue, real-time,
content, connections, participation,
engagement, openness, added value,
relevance, storytelling and listening.

37.
Branding is still about
using marketing to
influence peoples’
attitudes towards and
perceptions of the brand

38.
Brand loyalty
is still earned over time
through consistent
positive experiences
and engagements with
a product, service or
company

39.
The playing
field just
changed.

40.
from
Controlled
Organized
Medium focussed
Product-driven
Monologue

41.
to...
Transparent
Authentic
Medium independent
Vibrant
People-driven
Dialogue

42.
It’s not about
reaching 1.000.000
in order to
sell to 100

43.
It’s about reaching 10
people that reach 100
people that reach 1000
people that...

44.
The two most important
questions a brand
in the digital
age should
ask itself.

45.
1. How can we
create positive
experiences?

46.
2. How can we
engage with
our audience?

47.
Time for some examples

48.
What if... we would like to
sell some running shoes

49.
COOL
SHOES
RIGHT?!

50.
“We want to find a way to enhance
the experience and services, rather
than looking for a way to interrupt
people from getting to where they
want to go”
Stefan Olander, Global director of brand connections at Nike

51.
Why do people
buy our
products?

52.
Why do people
buy our
products?
Running.

53.
And what do
they do when
they are
running?

54.
And what do
they do when
they are
running?
Listen to music.

55.
117.697 runners joined the Human Race
Runing 1.291.084 kilometers collectively
32 times around the earth

56.
service
- tracking
- challenges /goals
- compete / compare

57.
service
- tracking
- challenges /goals
- compete / compare
content
- audio/video workouts
- original music
- voice prompts
- customized workouts

58.
service
- tracking
- challenges /goals
- compete / compare
media content
- forums - audio/video workouts
- sharing (twitter / facebook) - original music
- advertorials - voice prompts
- customized workouts

59.
product service
- ipod - tracking
- footwear - challenges /goals
- apparel - compete / compare
- accessories
media content
- forums - audio/video workouts
- sharing (twitter / facebook) - original music
- advertorials - voice prompts
- customized workouts

60.
Increased market
share in the US.
From 48% in 2006 to
61% today
Matt Powell, SportsOneSource analyst

61.
OK! Another one.

62.
Antwerp Zoo

63.
Antwerp Zoo
Challenge:
How to create 200.000
extra visitors (+18%)

64.
Antwerp Zoo

65.
What did we see?

66.
omschrijving klik 2x

67.
omschrijving klik 2x

68.
omschrijving klik 2x

69.
omschrijving klik 2x

70.
service
- Live birth broadcast
- Mobile update service
- Platform
omschrijving klik 2x

71.
service
- Live birth broadcast
- Mobile update service
- Platform
content
- photo’s/video’s/stories
- animal fosters
- games
omschrijving klik 2x

72.
service
- Live birth broadcast
- Mobile update service
- Platform
media
- forums
- photo/video sharing
- weblogs
- social networks
content
- photo’s/video’s/stories
- print - animal fosters
- guerilla - games
omschrijving klik 2x

73.
product service
- tickets - Live birth broadcast
- specials - Mobile update service
- merchandise - Platform
media
- forums
- photo/video sharing
- weblogs
- social networks
content
- photo’s/video’s/stories
- print - animal fosters
- guerilla - games
omschrijving klik 2x

74.
300.000 more visitors in
2009 (200.000 paying)
compared to 2008.
165.000 visitors within
one month after birth.

75.
559.824 Belgians follow
the birth live via the
internet. (that’s 20% of
the population).
With a media budget
of €50.000 they created
€3.000.000 worth of
media value.

76.
Ingàh-Thà’ Emmen
196
Kai-Mook Antwerp
210.000

77.
Inspiration!
But where do I start?

78.
doing is
understanding

79.
How social are you?
Who has a
account?

80.
How social are you?
Who has a profile on
. or

81.
How social are you?
Have you ever shared
content online?
or

82.
How social are you?
Did you ever
use twitter?

83.
How social are you?
Last.fm .....anyone?

84.
If you said no to any of
these questions you
have homework.

85.
Open an account and
try, try, try.

86.
Experience the
rules of the
medium.

87.
Never say
“that isn’t going
to happen”.

88.
87 million
players

89.
Listen,
observe & try to
understand your
customers.

90.
Use the tools “they” use
to spy on “yourself”
alerts

91.
Remember.
Everything
your brand
does will
become
transparent.

92.
And don’t be afraid to
talk back.

93.
It’s about reaching 1
person that reach 2.061
persons that reach 259.686
persons that...

94.
How can we create
positive experiences
and how can we
engage?

95.
product service
How can we create
positive experiences
and how can we
engage?
media content

96.
How can we create
positive experiences
and how can we
engage?

97.
product
- knowledge
- accountant services
How can we create
positive experiences
and how can we
engage?

98.
product service
- knowledge - financial update
- accountant services - helpdesk
- charming CEO
How can we create
positive experiences
and how can we
engage?

99.
product service
- knowledge - financial update
- accountant services - helpdesk
- charming CEO
How can we create
positive experiences
and how can we
engage?
content
- articles
- links
- video explanations

100.
product service
- knowledge - financial update
- accountant services - helpdesk
- charming CEO
How can we create
positive experiences
and how can we
engage?
media content
- twitter - articles
- blog - links
- youtube - video explanations

101.
Nothing is boring.

102.
You just have to make it
relevant for the user.

103.
Whether you use
to share knowledge,
your passion as an
entrepeneur or to
awnser enraged
customers

104.
Or / to
connect with millions of
people (and their
friends), target ads with
extreme precision or
create the worlds first
second social webshop

105.
Branding in the digital age
is about transparency,
authenticity, content,
engagement and
relevance.
Ow, and remember...

106.
This is your future
audience. They
are born digital.

107.
This is your future
audience. They
are born digital. Enjoy!

108.
thanks!