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Simple presentation of "The Open Brand Model" as an inspiration for further investigation
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Nuno Rodriguesnunof.rodrigues@gmail.com
NETWORKEDON-DEMAND Personal Engaging
Dictator Consumer
Instant Gratification
Build Realtions
Through Consumer
Dialoge and cross
Chanel profile
Management
Interactivity
Is Key to deepening
Consumer Emotional
Conection
Nithch Marketing
That leeds to
On-line WOM
Cross Platform MKT
Objective
•Invite Dialogue•Provide Information•Extend Messages Across Communitys•Enable Self Service
Focus on
•Creating Information•Sharing Both Ways•Influencing – Afecting Actitudes
What they want
• Keep it Real• To be Heard
What they want
• Be original or don’t be
http://typeaparent.com/wp-content/uploads/2012/09/be-original.jpg
What they want
• My way NOW!!!» It’s all about me and my
friends!
http://images.frontdoor.com/FDOOR/articles/2211_Pitching-In-How-To-Buy-With-Others/Friends.jpg
What they want
• Entertainment• Give us a Laugh
http://www.google.com/imgres?hl=pt-PT&qscrl=1&biw=1239&bih=706&tbm=isch&tbnid=vVfImatHl3pI8M:&imgrefurl=http://bestdesignoptions.com/%3Fp%3D5508&docid=XjiBacr9dwBjrM&imgurl=http://bestdesignoptions.com/wp-content/uploads/2009/07/funny-advertisement-21.jpg&w=503&h=650&ei=EcVdUOrLHIKShgfTxID4Ag&zoom=1&iact=hc&vpx=703&vpy=285&dur=4823&hovh=255&hovw=197&tx=89&ty=114&sig=114341324643630041140&page=2&tbnh=158&tbnw=132&start=18&ndsp=24&ved=1t:429,r:15,s:18,i:179
Behaviour wise
Who Are They?I Matter
– Seek Recognition or some degree of Fame
I Am– Effect Change that improves
companies, products or the experience of others
I Conect– Connect and Share With
People who have similar interests
I Can– Use the Web for Fun, learning
and efficiency
Old Funnel
New Funnel
New Funnel1- Listen and Learn
– Monitor the Buzz– Identify influence outside the brand
2- Build Awareness– Create a relationship With the I Mater
Group– Display Advertising
3- Facilitate Participation– Contribute to Dialogue– Provide iCitizen Interaction Tools
4- Support Decision– Facilitate interaction– Multiply Interaction Channels
5- Reengage and Empower– Invite iCitizens to Leave Feedback– Provide Stratified Social Rewards
New Funnel vs Old Funnel
A threesome
The Plan
The PlanProduction of Content
Anonimity Notoriety
Consumption of Content
The Plan
Start with the influential Minority and Work toward the Masses
I Matter – I Am – Iconnect – I Can
The Plan
• Profile Based Content Delivery
• Contextual and Behavioural Targeting
• Surveys• Membership –
Bellonging• Account Registration• RssFeed options• Foster Recomendations
Personal
Acknowledgement
Dialog
Customization
Privilege
Popularity
The Plan• Ratings and Reviews• Foruns Discussion Boards• Social Media Strategy• Display Advertising• Crowd Sourcing• Mashable content• Consumer Generated Media
(Crisis Management)• Consummer Pannels• Buzz Monitoring
NETWORKED
Self-expression
Ego gratification
Portability
Community
Meaningful
The Plan• Trend Related Content• Expert Tips and Features
(Knoledge Pills)• Decision Suport content• Pass along Incentives• Widgets for Blogs• Blog Presence• Voting – Decision
Participation• Content Uploading by users• Reciprocal Linking• Shareble Content
Engaging
Participation
Belonging
Immersion
Entertainment
Inspiration
The Plan
• Timely Topical Content• SEO and SEM• Tagging• Search Correlated
Landing pages• Alerts• Tweets• Rapid Refreshes
ON-DEMAND
Efficiency
Ease
Control
Findability
Instantaneousness
The Launch Plan
Go from Expert to iCitizen
From Notoriety to Connection to Relation
From Display Advertising and News
To Search Engines and Social Media
NETWORKEDON-DEMAND Personal Engaging
Dictator Consumer
Instant Gratification
Build Realtions
Through Consumer
Dialoge and cross
Chanel profile
Management
Interactivity
Is Key to deepening
Consumer Emotional
Conection
Nithch Marketing
That leeds to
On-line WOM
Nuno Rodriguesnunof.rodrigues@gmail.com
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