Latest Tools and Strategies for Big Companies

Bryan Simkins: FedEx Advertising

October 22nd 2009

Big Companies and Social Media: The Perception

Big Companies and Social Media: The Perception

Big Companies and Social Media: The Perception

Big Companies and Social Media: The Perception

Big Companies and Social Media: The Perception

Big Companies and Social Media: The Perception

Big Companies and Social Media: The Perception

The Old Cliché

Big Business: Where Did It Come From?

Characteristics:•Mass producers of homogeneous goods •Capital-intensive with high fixed costs; •Exploited efficiencies of volume production

Benefits:•Technological changes •Reductions in transportation costs •Feasible to produce in one location and then ship the product to market, instead of producing where the market was located

•Criticisms:•Influence of Government•Influence over labor•Influence over markets

We’re All Connected!

Brands Emerge

•Brands in the field of mass-marketing originated in the 19th century•Industrialization moved production from local communities to centralized factories•When shipping their items, the factories would literally brand their logo or insignia on the barrels used, extending the meaning of "brand" to that of trademark. •The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product.

Trust: reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence.

World’s First Brand

Trust In People Was Replaced By Trust In Brands

Definition of Markets Change

Changed How We Communicated With Our Customers

The Ad The Press Release

Customer Service

Marketers and Public Relations Professionals Are Like The Great Oz

This Was Awesome For About 100 Years!

Tennessee Messes Everything Up!

Now We’re All REALLY Connected!

And We’re Obsessed About Being Connected…

Create Places On The Web Where We Can Connect

Let’s Connect To Our Favorite Brands

How Do You Connect To a Brand?

Look Familiar?

What Now? How Do We Get In This Game?

•Make content distributable

•Leverage digital connectivity to embed brands into your life

•Listen in and observe what’s being said

•Figure out how the technology that created this mess can help us solve it

Making Content Distributable

Make Content Distributable

•Api’s let users and customers share content on your behalf

•Self-selection of targeted message

•Peer influence brand can’t achieve

•Opening up the corporate enterprise by separating content and automation

Make Content Distributable

Make Content Distributable

Embedding Brands In Digital Life

Embedding Brands Into Digital Life

Embedding Brands Into Digital Life

Embedding Brands Into Digital Life

Embedding Brands Into Digital Life

Embedding Brands In Digital Life

Monitoring and Listening

Monitoring and Listening: Inside

Embedding Brands Into Digital Life: Yahoo! Buzz - Outside

Listening and Observing: Google Trends – Outside

Listening and Observing: Google AdWords - Outside

Listening and Observing: Google Alerts - Outside

Listening and Observing: Google Reader - Outside

Listening and Observing: Yahoo! Pipes - Outside

Listening and Observing: Paid Monitoring - Outside

Listening and Observing: Paid Monitoring Analysis - Outside

Listening and Observing: Free Monitoring - Outside

Listening and Observing: Sentiment Analysis - Outside

http://text0.mib.man.ac.uk:8080/opminpackage/opinion_analysis

Ready To Start Talking!

Put Me In Coach!

Ready To Start Talking!

Ready To Start Talking!

Ready To Start Talking!

Ready To Start Talking!

Ready To Start Talking!

Ready To Start Talking!

•Monitor and influence entire web from a single location

Tools And Strategies For Big Companies

Bryan Simkins: FedEx Advertising

bryan.simkins@fedex.com

Tools And Strategies For Big Companies