Weitere ähnliche Inhalte Ăhnlich wie 8 C Words Successful Online Brands Know (20) KĂźrzlich hochgeladen (20) 8 C Words Successful Online Brands Know4. 2.âŠCampaigns
WhileâŠgoodâŠmarketingâŠcampaignsâŠgarnerâŠattention,âŠtheyâŠgenerallyâŠdonâtâŠincreaseâŠ
brandâŠequity.âŠâŠSure,âŠthereâŠhaveâŠbeenâŠinspiredâŠandâŠeffectiveâŠcampaigns.âŠâŠPresidentâŠ
ObamaâsâŠâYesâŠWeâŠCanââŠ(2008)âŠcampaignâŠandâŠDoveâsâŠâEvolutionââŠcampaignâŠ
(2004)âŠleapâŠtoâŠmind.âŠâŠBut,âŠbyâŠandâŠlarge,âŠcampaignsâŠprovideâŠonlyâŠaâŠtemporaryâŠliftâŠ
inâŠawareness,âŠtraf;icâŠorâŠsales,âŠandâŠtheâŠbrandâbuildingâŠeffectsâŠquicklyâŠdissipateâŠ
onceâŠtheâŠcampaignâŠendsâŠorâŠgrowsâŠstale.
RememberâŠBurgerâŠKingâsâŠâSubservientâŠChickenââŠ(2004)?âŠâŠDidâŠthatâŠactuallyâŠsellâŠ
anyâŠchickenâŠsandwiches?âŠâŠDoubtful,âŠsinceâŠBurgerâŠKingâŠandâŠitsâŠadâŠagencyâŠCrispin,âŠ
PorterâŠ+âŠBoguskyâŠofferedâŠonlyâŠanecdotesâŠwhenâŠaskedâŠaboutâŠtheâŠcampaignâsâŠimâ
pactâŠonâŠsales,âŠandâŠBKâŠfranchiseesâŠreportedâŠnoâŠobviousâŠcausalâŠrelationshipâŠbeâ
tweenâŠtheâŠcampaignâŠandâŠrestaurantâŠtraf;icâŠorâŠsales.âŠâŠ
UseâŠcampaignsâŠtoâŠdriveâŠachievementâŠofâŠbusinessâŠgoals,âŠnotâŠjustâŠ
impressions.âŠâŠâŠ
5. 3.âŠContent
CampaignsâŠareâŠbait,âŠbutâŠcontentâŠisâŠkeyâŠtoâŠlasting,âŠlucrativeâŠrelationships.âŠâŠHere,âŠ
contentâŠisâŠde;inedâŠbroadlyâŠtoâŠincludeâŠnotâŠonlyâŠtheâŠcopyâŠandâŠimagesâŠinâŠadsâŠorâŠonâŠ
websites,âŠbutâŠalsoâŠtheâŠinformationâŠandâŠfeaturesâŠfoundâŠthereânews,âŠcatalogs,âŠ
sharableâŠcontent,âŠgames,âŠmashâups,âŠcustomerâŠsupportâŠresources,âŠandâŠcommuniâ
ties.âŠâŠ
IfâŠyourâŠwebsite,âŠblog,âŠpage,âŠorâŠotherâŠchannelâŠisâŠsimplyâŠaâŠcouponâŠdispenserâŠorâŠaâŠ
dustyâŠthingâŠtoâŠwhichâŠyouâŠpayâŠattentionâŠonceâŠeveryâŠblueâŠmoon,âŠitâŠwillâŠnotâŠbuildâŠ
brandâŠvalue.âŠ
ToâŠbuildâŠbrandsâŠonline,âŠyouâŠmustâŠdevelopâŠaâŠcontentâŠstrategyâŠinâŠadditionâŠtoâŠtheirâŠ
brandâŠstrategy.âŠâŠOnlineâŠmarketingâŠchannels,âŠparticularlyâŠsocialâŠmediaâŠchannels,âŠ
areâŠhungryâŠbeastsâŠthatâŠmustâŠbeâŠfedâŠoften.âŠâŠTheyâŠcraveâŠvariety.âŠâŠBlogs,âŠforâŠinstance,âŠ
requireâŠarticles,âŠimages,âŠvideos,âŠcomments,âŠblogrolls,âŠpolls,âŠbadges,âŠlinks,âŠandâŠ
ads.âŠâŠTheâŠcentralâŠfeatureâŠofâŠaâŠFacebookâŠpageâŠisâŠtheâŠWall,âŠaâŠlivelyâŠspaceâŠthatâsâŠfreâ
quentlyâŠupdatedâŠwithâŠquips,âŠquotes,âŠcomplaints,âŠconversations,âŠinvites,âŠsocialâŠ
games,âŠphotos,âŠvideos,âŠlinks,âŠnews,âŠcouponsâŠandâŠproductâŠinformation.âŠâŠAndâŠthatâsâŠ
justâŠtheâŠ;irstâŠofâŠsixâŠaboveâtheâfoldâŠtabs!
EvenâŠifâŠyourâŠstrategyâŠdoesâŠnotâŠinvolveâŠuseâŠofâŠsocialâŠmedia,âŠcontentâŠisâŠstillâŠimporâ
tant.âŠâŠWebâŠaddresses,âŠbanners,âŠtextâŠads,âŠandâŠsearchâŠlinksâŠallâŠleadâŠsomewhere.âŠâŠ
WhatâŠwillâŠconsumersâŠ;indâŠwhenâŠtheyâŠarrive?âŠâŠHowâŠoftenâŠwillâŠtheyâŠreturnâŠifâŠ
thereâsâŠnothingâŠnewâŠorâŠperenniallyâŠuseful?
6. DoâŠyouâŠwantâŠyourâŠsiteâŠtoâŠbeâŠaâŠfrequentlyâŠreferencedâŠresourceâŠorâŠaâŠlimitedâtimeâ
onlyâŠlandingâŠpage?âŠâŠWhateverâŠyourâŠintentions,âŠtheâŠcontentâŠonâŠyourâŠsiteâŠwillâŠmakeâŠ
upâŠtheâŠconsumerâsâŠmind.
AppleâŠhaveâŠamassedâŠaâŠstorehouseâŠofâŠinformationâŠonâŠitsâŠwebsite,âŠincludingâŠdevelâ
operâŠtools,âŠapps,âŠhowâtoâŠvideos,âŠproductâŠdemos,âŠanâŠeâstore,âŠannouncements,âŠandâŠ
corporateâŠinformation.âŠâŠBut,âŠlestâŠyouâŠforgetâŠtoâŠvisitâŠApple.com,âŠtantalizingâŠbitsâŠofâŠ
informationâŠâleakââŠontoâŠtheâŠWebâŠviaâŠtechâŠandâŠgadgetâŠblogsâjustâŠinâŠtimeâŠforâŠ
Macworld,âŠtheâŠWorldâŠWideâŠDevelopersâŠConferenceâŠ(WWDC),âŠorâŠtheâŠholidays.
SurroundâŠyourâŠbrandâŠwithâŠhighÂqualityâŠcontentâŠofâŠvariedâŠshelfâŠ
lifeâ(1)âŠevergreen,âŠ(2)âŠcurrent,âŠandâŠ(3)âŠnew,âŠurgentâŠcontentâŠ
thatâŠisâŠreleasedâŠorâŠupdatedâŠatâŠintervals.
7. 4.âŠCustomerâŠExperience
BrandsâŠareâŠbuiltâŠthroughâŠtheâŠcustomerâŠexperienceâtheâŠbetterâŠandâŠmoreâŠreliableâŠ
theâŠexperience,âŠtheâŠmoreâŠvaluableâŠtheâŠbrand.âŠâŠExhibitâŠ#1:âŠZappos.com.âŠâŠâŠWithoutâŠ
argument,âŠandâŠwithâŠnoâŠtraditionalâŠadvertising,âŠZapposâŠhasâŠbecomeâŠoneâŠofâŠtheâŠ
mostâŠsuccessfulâŠandâŠadmiredâŠbusinessesâŠofâŠtheâŠlastâŠdecade.âŠâŠInâŠjustâŠ10âŠshortâŠ
years,âŠZapposâŠbuiltâŠaâŠbrandâŠworthâŠnearlyâŠaâŠbillionâŠdollarsâŠ(itâŠwasâŠacquiredâŠforâŠ
$928âŠmillionâŠinâŠJulyâŠ2009).âŠâŠ
But,âŠmoreâŠimportantâŠthanâŠtheâŠrevenuesâŠandâŠaccoladesâŠareâŠtheâŠraveâŠreviewsâŠZapâ
posâŠhasâŠgarneredâŠfromâŠcustomers.âŠâŠZapposâŠisâŠaâŠcompanyâŠwhollyâŠde;inedâŠbyâŠitsâŠ
customerâŠserviceâŠexperience.âŠâŠItâsâŠCEO,âŠTonyâŠHsieh,âŠisâŠobsessedâŠwithâŠit;âŠitsâŠhappyâŠ
staffâŠisâŠdevotedâŠtoâŠit;âŠand,âŠitsâŠtechnologyâŠenables,âŠevenâŠsupercharges,âŠit.âŠâŠ
HsiehâŠhasâŠcreatedâŠanâŠorganizationâŠthatâŠlivesâŠupâŠtoâŠitsâŠbrandâŠpromise,âŠâPoweredâŠ
byâŠServiceâ.âŠâŠZapposâŠremarkableâŠcustomerâŠexperienceâŠbeginsâŠwithâŠitsâŠwebsite.âŠâŠ
ItsâŠinterfaceâŠisâŠintuitive;âŠitsâŠcatalogâŠisâŠextensive;âŠandâŠitsâŠcustomerâŠsupportâŠconâ
tactsâŠ(800âŠnumberâŠandâŠâLiveâŠHelpâ)âŠareâŠprominentlyâŠfeaturedâŠonâŠeveryâŠpageâŠofâŠ
ZapposââŠwebsite.âŠâŠThereâŠareâŠreviewsâŠtoâŠhelpâŠcustomersâŠmakeâŠbetterâŠdecisions;âŠ
socialâŠshoppingâŠfeaturesâŠtoâŠmakeâŠshoppingâŠmoreâŠfun;âŠandâŠaâŠsimpleâŠcheckoutâŠ
processâŠtoâŠcloseâŠtheâŠdeal.âŠâŠZapposâŠpromisesâŠfreeâŠshippingâŠ(bothâŠways)âŠandâŠdelivâ
eryâŠwithinâŠ4â5âŠbusinessâŠdays,âŠthoughâŠmostâŠordersâŠarriveâŠsoonerâŠ(underâpromise,âŠ
overâdeliver).âŠâŠAnd,âŠifâŠthatâsâŠnotâŠenough,âŠZapposâŠhasâŠaâŠhassleâfree,âŠ365âdayâŠreturnâŠ
policy.âŠ
ZapposââŠcustomersâŠrecognizeâŠthatâŠitâŠisâŠaâŠcustomerâŠserviceâŠcompanyâŠthatâŠsellsâŠ
shoes,âŠandâŠthatâŠaddsâŠupâŠtoâŠenormousâŠbrandâŠequity.
9. 5.âŠConnection
NotâŠtoâŠkeepâŠpilingâŠtheâŠloveâŠonâŠZappos,âŠbutâŠtheyâŠhaveâŠmasteredâŠtheâŠartâŠofâŠconnectâ
ingâŠwithâŠcustomers.âŠâŠNearlyâŠ500âŠZapposâŠemployeesâŠtweet;âŠhundredsâŠwriteâŠforâŠ
theâŠcompanyâsâŠ14âŠblogs;âŠandâŠaâŠdedicatedâŠ5âpersonâŠteamâŠrecordsâŠemployeeâŠvidâ
eosâŠforâŠZappos.tvâŠandâŠYouTube.âŠâŠ
WhatâŠareâŠtheyâŠtweeting,âŠbloggingâŠandâŠproducingâŠvideosâŠabout?âŠâŠLifeâŠatâŠZappos.âŠâŠ
AâŠquickâŠreviewâŠofâŠvideosâŠonâŠZappos.tvâŠrevealsâŠemployeeâproducedâŠproductâŠ
demos,âŠStarbucksâŠruns,âŠbabyâŠshowers,âŠhappyâŠhours,âŠiceâŠcreamâŠparties,âŠandâŠKanyeâŠ
WestâŠVMAâŠparodies.âŠâŠFollowingâŠemployeesââŠTwitterâŠfeedsâŠrevealsâŠaâŠsimilarâŠpotâ
luckâŠofâŠshoeârelated,âŠandâŠpurelyâŠpersonal,âŠwackiness.âŠâŠHowâŠdoesâŠthisâŠbuildâŠbrandâŠ
equityâŠforâŠaâŠcustomerâŠserviceâŠcompanyâŠthatâŠsellsâŠshoes?âŠâŠ
ThisâŠchoreographedâŠcrazinessâŠremindsâŠcustomersâŠthatâŠZapposâŠisâŠnotâŠaâŠcold,âŠfaceâ
lessâŠeâcommerceâŠsiteâŠbutâŠaâŠbigâŠgroupâŠofâŠfun,âŠengagedâŠpeopleâŠdevotedâŠtoâŠmakingâŠ
theirâŠZapposâŠexperienceâŠaâŠgoodâŠone.âŠâŠThisâŠâhumanâŠfaceâ,âŠcoupledâŠwithâŠgreatâŠcusâ
tomerâŠservice,âŠhasâŠallowedâŠZapposâŠtoâŠforgeâŠvisceralâŠconnectionsâŠwithâŠitsâŠcustomâ
ers.
AnotherâŠbrandâŠthatâŠhasâŠdiscoveredâŠtheâŠmagicâŠformulaâŠforâŠconnectingâŠwithâŠconâ
sumersâŠacrossâŠaâŠcrowdedâŠInternetâŠisâŠbrandâŠâImogenâŠHeapâ.âŠâŠHeapâŠisâŠaâŠBritishâŠ
singerâsongwriterâŠwhoâŠenthralledâŠanâŠaudienceâŠofâŠnearlyâŠ1âŠmillionâŠpeopleâŠforâŠtwoâŠ
years.âŠâŠHeapâŠisâŠnotâŠyourâŠaverageâŠcelebrityâŠtweeter.âŠâŠSheâŠusedâŠvideos,âŠaâŠblog,âŠFaceâ
book,âŠMySpace,âŠandâŠBeboâŠpages,âŠandâŠaâŠYouTubeâŠchannelâŠtoâŠropeâŠanâŠaudienceâŠofâŠ
millionsâŠintoâŠaâŠjourneyâŠ;illedâŠwithâŠwriting,âŠstudioâŠsessions,âŠworldâŠtravels,âŠroâ
mance,âŠandâŠtheâŠpurchaseâŠofâŠherâŠchildhoodâŠhome.âŠâŠ
11. 6.âŠCreators
ContentâŠcreatorsâŠareâŠaâŠsmallâŠbutâŠmightyâŠcontingentâŠamongâŠInternetâŠusers.âŠâŠTheyâŠ
representâŠonlyâŠ1%â10%âŠofâŠInternetâŠusers,âŠbutâŠwhenâŠtheyâŠbuyâŠintoâŠaâŠcampaign,âŠorâŠ
fallâŠinâŠloveâŠwithâŠaâŠbitâŠofâŠcontent,âŠtheyâŠcanâŠputâŠaâŠbrandâŠonâŠtheâŠmapâŠandâŠkeepâŠitâŠ
there.âŠâŠTourismâŠQueenslandâsâŠâBestâŠJobâŠinâŠtheâŠWorldââŠcampaignâŠ(2009)âŠwasâŠaâŠ
lowâbudget,âŠhighâimpactâŠsuccessâŠdue,âŠinâŠgreatâŠpart,âŠtoâŠcontentâŠcreatorsâŠwhoâŠcreâ
atedâŠ35,000âŠvideos,âŠwhichâŠattractedâŠ475,000âŠcritiques,âŠandâŠ54âŠmillionâŠpageâŠ
views.âŠâŠTheâŠcampaignâŠisâŠover,âŠbutâŠtheâŠcontentâŠlivesâŠonâŠprovidingâŠaâŠtroveâŠofâŠinterâ
estingâŠinformationâŠforâŠwouldâbeâŠtourists.âŠâŠAdditionally,âŠtheâŠwinnerâŠofâŠtheâŠâBestâŠ
JobâŠinâŠtheâŠWorldâ,âŠcontinuesâŠtoâŠgenerateâŠvideos,âŠblogâŠposts,âŠtweets,âŠandâŠphotosâŠ
thatâŠdrawâŠnewâŠvisitors,âŠmaintainâŠtheâŠinterestâŠofâŠexistingâŠcommunityâŠmembers,âŠ
andâŠhelpâŠTourismâŠQueenslandâŠreachâŠitsâŠbusinessâŠandâŠbrandâŠgoalsâincreasingâŠ
tourismâŠrevenuesâŠandâŠmakingâŠHamiltonâŠIslandâŠaâŠvacationâŠdestination.
AnotherâŠclassicâŠexampleâŠofâŠtheâŠvalueâŠofâŠcontentâŠcreatorsâŠinâŠcreatingâŠbrandâŠequityâŠ
isâŠNewâŠLineâsâŠâSnakesâŠonâŠaâŠPlaneââŠcampaignâŠ(2006).âŠâŠWhileâŠNewâŠLineâŠbene;ittedâŠ
fromâŠtheâŠcampaign,âŠtheâŠcreditâŠforâŠitsâŠgeniusâŠandâŠsuccessâŠgoesâŠtoâŠaâŠfantasticallyâŠ
fanaticalâŠcreatorâŠnamedâŠBrianâŠFinkelstein.âŠâŠFinkelsteinâŠfellâŠinâŠloveâŠwithâŠtheâŠ
movieâsâŠtitle,âŠandâŠstartedâŠhisâŠownâŠblog,âŠsnakesonablog.com,âŠtoâŠâdocumentâŠhisâŠ
questâŠtoâŠattendâŠtheâŠHollywoodâŠpremiereâ.
TheâŠblogâŠattractedâŠasâŠmanyâŠasâŠ50,000âŠvisitorsâŠperâŠweek,âŠmanyâŠofâŠwhoâŠcreatedâŠ
theirâŠownâŠgamesâŠ(SnakesâŠonâŠSudoku,âŠanyone?),âŠvideos,âŠposters,âŠpoems,âŠtâshirts,âŠ
ringtonesâŠandâŠthemeâŠsongs.âŠâŠThanksâŠtoâŠBrian,âŠNewâŠLineâŠsavedâŠ$28âŠmillionâŠonâŠ
marketing,âŠandâŠtheâŠmovieâŠearnedâŠ41%âŠofâŠitsâŠdomesticâŠgrossâŠinâŠitsâŠopeningâŠweekâ
13. 7.âŠConsistency
SoâŠmuchâŠofâŠtheâŠfocusâŠinâŠonlineâŠmarketingâŠisâŠonâŠâtheâŠnewâânewâŠmedia,âŠnewâŠ
apps,âŠandâŠnewâŠmemes.âŠâŠTheâŠimportanceâŠofâŠconsistencyâŠinâŠbrandingâŠandâŠmessagâ
ingâŠhasâŠbeenâŠobscuredâŠbyâŠtheâŠmadâŠdashâŠtoâŠbeâŠpartâŠofâŠâtheâŠnewâ.âŠâŠAndâŠwhyâŠnot?âŠâŠ
ThereâŠareâŠrichâŠrewardsâŠforâŠbeingâŠnewâprimeâŠrealâŠestateâŠonâŠYahooâsâŠhomepage,âŠ
topâŠspotsâŠonâŠTwitterâsâŠtrendingâŠtopicsâŠandâŠGoogleâŠTrends,âŠmillionsâŠofâŠimpresâ
sions,âŠawardsâŠfromâŠpeers,âŠand,âŠofâŠcourse,âŠâcoolâŠpointsâ.
TheâŠlureâŠisâŠsoâŠgreatâŠthatâŠcompaniesâŠlikeâŠMcNeilâPPC,âŠmakerâŠofâŠMotrin,âŠriskedâŠofâ
fendingâŠitsâŠcoreâŠcustomersâŠinâŠaâŠdesperateâŠattemptâŠtoâŠgoâŠviralâŠwithâŠanâŠoffâbrandâŠ
videoâŠaboutâŠâbabyâŠwearingâ.âŠâŠ
AngryâŠmomsâŠswiftlyâŠlaunchedâŠaâŠblisteringâŠcampaignâŠthatâŠemployedâŠemails,âŠblogâŠ
posts,âŠvideoâŠresponses,âŠandâŠtweetsâŠ(#motrinmoms).âŠâŠTheâŠcampaignâŠresultedâŠinâŠaâŠ
shortâorderâŠremovalâŠofâŠtheâŠad,âŠlettersâŠofâŠapologyâŠfromâŠtheâŠVP,âŠMarketing,âŠandâŠ
shutdownâŠofâŠtheâŠMotrinâŠhomepage.âŠâŠTheâŠsiteâŠstillâŠfeaturesâŠanâŠapologyâŠfromâŠMoâ
trinâsâŠProductâŠDirectors.
McNeilâŠisâŠaâŠJohnsonâŠ&âŠJohnsonâsâŠ(J&J)âŠcompany,âŠandâŠJ&âŠJâŠisâŠaâŠbrandâŠthatâŠconsumâ
ersâŠtrustâŠtoâŠtakeâŠcareâŠofâŠtheirâŠbabies,âŠandâŠofâŠthemselvesâŠwhenâŠtheyâreâŠsick.âŠâŠWhoâŠ
thereâŠbelievedâŠtheâŠâbabyâŠwearingââŠvideoâŠwasâŠinâŠkeepingâŠwithâŠJ&JâsâŠcredoâŠvalue,âŠ
âWeâŠareâŠresponsibleâŠtoâŠmothersâ?
KeepâŠtheâŠ#motrinmomsâŠcampaignâŠtopâŠofâŠmindâŠasâŠyouâŠweighâŠ
strappingâŠyourâŠbrandâŠtoâŠtheâŠnextâŠnewâŠthing.âŠâŠAskâŠyourselfâŠ
whetherâŠyourâŠnewâŠvideo,âŠlatestâŠtweets,âŠorâŠsexyâŠsocialâŠgame,âŠisâŠinâŠ
15. 8.âŠCommitment
InâŠonlineâŠmarketing,âŠsoâŠmuchâŠofâŠtheâŠfocusâŠisâŠonâŠtheâŠnewânewâŠmedia,âŠnewâŠapps,âŠ
newâŠposts,âŠnewâŠrankings,âŠandâŠnewâŠmemes.âŠâŠItâsâŠeasyâŠtoâŠloseâŠsightâŠofâŠtheâŠcommitâ
mentâŠrequiredâŠtoâŠbuildâŠbrandsâŠonline.âŠâŠAâŠfewâŠcampaignsâŠorâŠbrandsâŠwillâŠâgoâŠviralâ,âŠ
butâŠyouâŠcanâtâŠjustâŠcreateâŠaâŠviralâŠcampaign.âŠâŠEvenâŠcompaniesâŠthatâŠinvestâŠsigni;iâ
cantlyâŠinâŠonlineâŠmarketingâŠmayâŠbeâŠfrustratedâŠwithâŠtheâŠresultsâŠinâŠtheâŠshortâŠterm.âŠâŠ
TheâŠproblemâŠisâŠthatâŠmanyâŠbelieveâŠtheâŠInternetâŠisâŠaâŠcheap,âŠmagicâŠbeanâŠthatâŠwillâŠ
becomeâŠaâŠgiantâŠbeanstalkâŠviaâŠwhichâŠtheyâŠcanâŠamassâŠFacebookâŠfans,âŠTwitterâŠfolâ
lowers,âŠtraditionalâŠmediaâŠimpressions,âŠandâŠsalesâallâŠtheyâŠhaveâŠtoâŠdoâŠisâŠsprinkleâŠ
onâŠaâŠfractionâŠofâŠtheâŠresourcesâŠtheyâŠdevoteâŠtoâŠtraditionalâŠmediaâŠandâŠwaitâŠimpaâ
tiently.
Unfortunately,âŠbuildingâŠbrandsâŠonlineâŠisâŠmoreâŠlikeâŠwearingâŠaâŠgrooveâŠinâŠaâŠgraniteâŠ
;loor.âŠâŠItâŠrequiresâŠtimeâŠandâŠdetermination,âŠorâŠexpensiveâŠtools.âŠâŠAds,âŠviralâŠvideos,âŠ
andâŠpromotionsâŠwillâŠscratchâŠtheâŠsurface;âŠbutâŠbuildingâŠbrandâŠequityâŠrequiresâŠmeâ
ticulousâŠplanning,âŠcreativeâŠexecution,âŠexceptionalâŠcustomerâŠexperiences,âŠandâŠ
continuousâŠmeasurementâŠandâŠoptimization.âŠâŠâŠ
SetâŠrealisticâŠexpectations,âŠandâŠinvestâŠforâŠtheâŠlongÂterm.