A brief presentation given at the World Brand Congress 2009, Mumbai on the need to participate across silos and platforms to achieve results.

1. Participation Across Platforms:
Your Brand in Social Media
Alex Morrison
vp consumer + brand strategy
agencynet interactive
twitter: alexgmorrison
e-mail: alex@agencynet.com

4. Today, we ll discuss two main questions.

5. 1. Wha Happened??

6. and, more importantly...

7. 2. What Can We Do About It?

9. Should I buy this
product now?
What is this product?
Initial Awareness Understanding Consideration Purchase
Is this product right for me?
sing
erti
A dv

10. Am I willing to commit time/
energy to this Brand?
Initial Awareness Understanding Consideration Purchase Opinion Investment Advocacy
Do I like this product?
Does it represent me? Should I tell my friends about
this / make it a part of my
identity?

12. In the digital world, people spend their time exploring the
things they are passionate about.

13. MY YOUR
LIFE > BRAND

14. “What does our consumer care about,
and how can we make it better?”

15. By aligning with consumers passion points,
brands start to earn a natural place in people s
conversations.

16. So, what does a passion point look like?
For Josh, it’s extreme sports For some, it’s music
For Lindsey, it’s nightlife and
For others, it’s going green social culture
For Kelly, it’s tennis For Brian, it’s mountain climbing

17. Traditionally, we ve tended to group engagements into
their respective channels- each in its own, separate lane.

18. But like Mumbai, the digital world has no lanes.
It s all one road, shared by all.

19. Consumers no longer differentiate between
their digital and analog lives.

20. As marketers, why should we?

22. How does a consumer form his perception of a brand?

26. Then
Paid Media
Paid Media
Paid Media
Paid Media

27. Advocacy
Now Advocacy Advocacy
Advocacy
Advocacy Advocacy
Advocacy
Advocacy

28. Today and tomorrow, we must transition from
“pushing a message” to creating a dialogue
that emanates authentically from the brand.

29. Five Ideas to Take Away
1. Acknowledge the Shift. (Change is inevitable)
2. Be Authentic; stand for something.
3. Add value for your consumers. At any cost.
4. See One Road, not lanes.
5. Embrace the Ripple Effect.

30. Thank you.
twitter: alexgmorrison
e-mail: alex@agencynet.com