brand utility presentations
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Après l’article d’investigation des Inrocks (concernant le business des faux avis en ligne) et tandis que TripAdvisor vient tout juste de passer le seuil des 50 millions d’avis publiés sur sa plateforme, il est temps aujourd’hui de s’interroger sur la nécessité du partage des avis sur les médias sociaux. De l'utilité des recommandations sociales Après avoir été victime d’un manque de professionnalisme affligeant de la part d’un restaurant sur le quai de Saint-Cloud (voir le billet de Mymy les bons tuyaux à ce sujet), nous avions envie de nous exprimer, chacun à notre façon, pour dire à quel point il est primordial pour les clients et futurs consommateurs, de partager leurs expériences grâce aux médias sociaux. En effet, je ne pense pas être le seul à penser que le web social se doit d’être utile : les recommandations sont une des réponses possibles dans cette quête perpétuelle de l’utilité .
De l’utilité des recommandations sociales
The idea ecosystem | Brand Utility, another way of thinking marketing.
Most brands getting on social media are reproducing the same things they used to do on TV or radio… They adapt their famous 360° marketing plan and eventually invest in a bigger media plan. Here, Heidi Hackemer gives 3 main parameters for a great idea today (slide 31) : Aim for platforms , a long term commitment to the people who appreciate (or will appreciate) your brand, something which will give a rich experience.Simon Sinek : “People don’t buy what you do, they buy it why you do it”
Here is a great presentation by Simon Sinek , a great author and marketer. He gives some very nice examples to explain how leaders inspire actions. As we regularly insist on the purpose of the brands, Simon redefines the “why” does your company exist? Like Apple or the Wrigth brothers in the beginning of the century, they succeed as long as they try to reach a global objective , not only make money (which is actually a side effect) . It perfectly responds to Marc Pritchard ‘s conferences .
Why talking about “brand content” is useless ? | Brand Utility, another way of thinking marketing and brand content.
For several years, people talk more and more about content and brand content. I think people should be more precise. Content means so many things that you can say anything you want. A TV-spot on YouTube, a CD, a photo on Flickr, even a comment… anything is content ! In most of the cases, content is just an adaptation for Internet of what marketing departments did before. That’s why most of brand contents have no particular objectives , they’re just here to remind what the brands wanted to tell you before but you don’t care.
You might have noticed that in our definition of Brand Utility, we prefer to talk about users than customers , when it is about people who benefit from it. We believe that Brand Utility should not be limited to people who are likely to buy your product. In the mobile application era, the marginal cost of a user tends to zero, so why giving the exclusivity of your service to your target? Griffin Farley, in its propagation brief , makes the distinction between aspirational audience and inspirational audience .
Inspirational vs. Aspirational audience
Connect everything else | Brand Utility, another way of thinking marketing and brand content.
Here is a new Helge Tenno’s presentation. Connect everything else shows us clearly how the brands should use the Internet and the new technologies in general . The deal is not anymore in buying short term exposure , people do not remember anymore what you’re saying and they don’t look to your ads to decide which product they will buy, they look for what theirs peers say about a product, a service or a situation on Google, that’s why your reputation matters more than your image .
Here is a very good sum up on how brands must act in the connected age. It shows clearly the old way of doing business is dead, especially concerning the myths of strategy, control, consistency and data. I particularly appreciate this board (slide 46), it introduces perfectly the different changes any marketer must consider today.
The smart brands in the connected age
24/7 on Social Media
Here is a new presentation by Ingmar de Lange , the marketing strategist who did an interesting guide about brand utility . Here, Ingmar insists on the wrong use by brands of social media : - most of them use it to advertise, instead of changing their business model or being closer or useful of their customers. - social media are conversations and relationships, how do deal with your familly and your friends ? - it’s not influence, it’s emulation , everyone and everything is connected, as “we humans are not a species of “influential” individuals but emulators” Mark Earls , that’s why inspiration is going so fast.
Is that really what a branded app should look like ? Well…a love affair according to us, but more of a divorce according to most brands. Technical advance in the IT sector is completely reshaping the way businesses and brands interact with their customers. It creates new marketing practices and gives opportunities for new business models.
Technology and Brand Utility: A love affair.
The big idea : Creating Shared Value
Here is a great interview of Michael Porter about the need to rething capitalism. He explains his idea of shared value which is very similar to what we consider as brand utility. In his article in the Harvard Business Review , he insists on the need to create shared value instead of simply creating economic profits. He gives interesting examples of companies who started to focus on shared value and is very optimistic on long term perspectives to create new opportunities not only for companies but for people and environment as well. “It’s gonna be a fascinating period ahead us”. Tagged: brand purpose , brand utility , context , engagement , environmental , innovation , modern marketing , useful
What’s the ROI of your mother?
Many marketers wonder about the ROI of social media. When someone asks to Gary Vaynerchuk “What’s the ROI of Social Media?”, he answers “What’s the ROI of your mother?” and insists on the importance of human relations.This nice slideshow gives you some good advices to really enjoy this new year, probably very different from all we lived until now, no one knows how it will finish. From many point of views (Economy, environment, social, politics, technology…), big changes may appear, so act and enjoy as much as you can. Once again, do not hesitate to submit your projects and ideas to contribute to this change. Tagged: brand utility , engagement , ideas <p style="text-align:right;color:#A8A8A8"></p>