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How brands must change to perform in a digitalised world
Citation preview
bjornalberts.com
How should your brand act in a digitalised world?
Björn Albertshttp://bjornalberts.comhttp://twitter.com/bjornalbertshttp://linkedin.com/in/bjornalberts
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By making a differenceBy owning relevant keywords
By being active in the ongoing dialogueThe si
mple answer
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300 000 000 users make Facebook the 4th biggest ”country” in the world
– only Indien, Kina & USA are ahead
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The fastest growing segment on Facebook is 55 - 65 year-old females
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More than 1.5 million pieces of content are shared on Facebook – dailyPhotos, news, links...
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There are 200 000 000 blogs in the world
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54% of bloggers tweet or blog every day
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34% of them posts opinions aboutbrands & products
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On YouTube 20 hours of video are shared every minute – 24/7
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The 2nd largest search engine in the world is YouTube
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25% of search results for the world’s top 20 largest brands are links to user-generated content
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90% of consumers trust peer recommendations
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The market we are targetingDigital channels
Social media
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The market we are targetingDigital channels
Social mediaisand
bjornalberts.comBy Brian Solis & JESS3
The Conversion Prism
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14%
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ROI?
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90%
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Word of mouthbjornalberts.com
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World of mouthbjornalberts.com
1
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A world that are looked at through search engines
2
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Where also your brand’s digital footprints are
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Conversing individuals Free channels
Sharing Links
Acting of employees Customer treatment
Product QualityInnovationDialogue Content CSR*
SERP**=
Identity Image
Reduced importance Increased importanceCritical importance
How the brand likesto be perceived
How other perceive the brand
What the brand is
Profile
*Corporate Social Responsibility **Search Engine Result Page
Bought channelsAdvertising
Brand identity in a digitalised world
Employer brandingDesign management
Profile Juice
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”Your brand is no stronger than your reputation – and will increasingly depend on what comes up when you are Googled”
Allan JenkinsGlobal Communications Consultant
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Brand communications is not about doing and saying things to people
Inspired by Paul Isakson
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Brand communications is about doing things with and for people
Inspired by Paul Isakson
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Evoked set
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Need
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Need ≈ keyword
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Need ≈ keyword
The piles upon which we create our digital settlements
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Need ≈ keywordBankLåg räntaBolånBolån räntaBolåneräntaBolånekalkyl
CommunicationBredbandMobilt bredbandMobilt bredband kontantMobilabonnemangMobilabonnemang familj
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Evoked set
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Tele2Keyword:bredbandRank: 16One ad
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Tele2Keyword:mobilt bredbandRank: 11One ad
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SEBKeyword:låg räntaRank: 37No ad
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SEBKeyword:bolånRank: 64No ad
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SEB has closed the shopTele2 has opened in a back streetIn th
is ex
ample
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When she becomes a consumer she will not have any ”evoked set” created by commercials
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Start now!
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Google is like an onion
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Loads of SERPs*Logged in
One Google in each country
Reviews
Forums
Videos
Images
Maps
Blogs
Past year
NewsShopping
Recent
Past 24 hours
Past week
Web
*Search Engine Result Pages
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Choose search engine• Geography which of the search engine’s top domains to focus at?
• Keywords that are given by the target group’s need? Longtail?
• Competition at each search engine & by the commercial keywords?
• Search volume for each keyword?
• Behaviour digital behaviour within the target group?
• Type of product adaptable for reviews, video, forum, images etc? • Talent our own capacity to rank high on choosen keywords?
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Many of your competitors are affiliates & experts in ranking high in the SERPs
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Three choices:1. Continue as of today2. Pay affiliates to get traffic3. Move budgets from traditional communications to digital
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Content
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Differentiate
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Searchable
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Shareable
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Linkable
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Distributed
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Back-linked
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Check-list for creativity Content
Differentiate Searchable Shareable Linkable
Distributed Back-linked
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And what about the profile juice?
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To begin with – listen in real-time
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www.netvibes.com/bjornalberts#Tele2
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Summary Employer branding
Move budgetsDecide about search engines
Strategy for handling competitors Ranking concept
Large amounts of elevant contentAlways think ”links”
ListenTake part
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reveals the true identity of your brand
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”It’s not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change”
Charles Darwin
bjornalberts.com
Google: ”björn alberts”
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