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The Infinite 
Future 
How to build sustainable and scalable
relationship with consumers in the
infinite media environment.
@msweezey

This presentation will be covering a lot of slides in a very
short amount of time. If you would like to follow along on
your device please find my slides posted to slideshare
now. Just go to @msweezey and there is the URL.
40X
There	
  are	
  40X	
  more	
  marke-ng	
  channels	
  a	
  marketer	
  must	
  manage	
  
in	
  2015	
  compared	
  to	
  1960.	
  This	
  increased	
  fragmenta-on	
  has	
  
happened	
  as	
  a	
  result	
  of	
  infinite	
  media,	
  instant	
  connec-vity,	
  and	
  
the	
  rise	
  in	
  mobility.	
  	
  
	
  
Limitless
Channels
Gartner	
  predicted	
  in	
  2014	
  that	
  by	
  2017	
  the	
  CMO	
  would	
  
have	
  the	
  largest	
  IT	
  budget	
  in	
  the	
  company,	
  taking	
  it	
  away	
  
from	
  the	
  CIO.	
  	
  
	
  
The	
  new	
  buyer	
  is	
  not	
  like	
  the	
  old	
  one.	
  They	
  are	
  mobile,	
  cross	
  channel,	
  and	
  
highly	
  informed.	
  On	
  average	
  they	
  consume	
  3-­‐7	
  pieces	
  of	
  content	
  before	
  
they	
  talk	
  to	
  sales.	
  The	
  average	
  person	
  between	
  35-­‐49	
  checks	
  Facebook	
  17	
  
-mes	
  per	
  day.	
  	
  
	
  
BUYERS

CHANGE
GRANDPARENTS
Are the fasting growing demographic on
Facebook.
ALWAYS
Buyers	
  are	
  always	
  on.	
  There	
  are	
  more	
  people	
  in	
  the	
  world	
  with	
  a	
  
cell	
  phone	
  than	
  there	
  are	
  those	
  with	
  clean	
  drinking	
  water,	
  or	
  
electricity.	
  This	
  being	
  always	
  on	
  has	
  changed	
  them	
  behaviorally.	
  
They	
  are	
  not	
  the	
  same	
  old	
  buyer,	
  but	
  rather	
  a	
  new	
  buyer.	
  	
  
	
  
ON
8
SECONDS
AVERAGE HUMAN 
ATTENTION SPAN 
MicrosoO	
  in	
  their	
  quest	
  to	
  
beQer	
  understand	
  the	
  
human,	
  set	
  up	
  a	
  test	
  to	
  
begin	
  to	
  evaluate	
  the	
  
effects	
  of	
  mobile	
  media	
  on	
  
buyer	
  behavior.	
  They	
  
found	
  in	
  their	
  2013	
  study	
  
the	
  average	
  adult	
  now	
  has	
  
an	
  8	
  second	
  aQen-on	
  
span.	
  
	
  
IS SHORTER THAN 
A GOLDFISHES
The	
  average	
  aQen-on	
  
span	
  of	
  a	
  Goldfish	
  is	
  9	
  
seconds.	
  	
  
	
  
Buyers	
  harness	
  more	
  power	
  when	
  they	
  do	
  a	
  single	
  Google	
  search	
  
than	
  all	
  of	
  NASA	
  had	
  in	
  1969	
  to	
  land	
  a	
  man	
  on	
  the	
  moon.	
  Anything	
  
can	
  be	
  found	
  in	
  an	
  instant,	
  and	
  if	
  it’s	
  not	
  they	
  they	
  leave.	
  	
  
	
  
INSTANT
RESULTS
80%
Bounce Rate
On visits from Adwords
71%
Have been 
Disappointed by content
25%
Will never re-engage
If disappointed once
1.70
Page views
Per visit to your site
Produc-on,	
  Technology,	
  Distribu-on,	
  and	
  Reach	
  are	
  all	
  
democra-zed	
  making	
  the	
  rela-onship	
  you	
  have	
  with	
  your	
  
consumer	
  the	
  only	
  sustainable	
  compe--ve	
  advantage.	
  	
  
	
  
Infinite 
Competition
of Fortune 500 companies
are removed from the list in
Last decade (2004-2015)1/3
You	
  no	
  longer	
  compete	
  with	
  those	
  in	
  your	
  own	
  industry,	
  but	
  
rather	
  the	
  best	
  of	
  those	
  fields.	
  Consumer	
  are	
  now	
  comparing	
  
all	
  experiences	
  against	
  each	
  other	
  rather	
  than	
  against	
  their	
  
ver-cal.	
  	
  
	
  
Infinite 
Competition
Buyers	
  harness	
  
more	
  power	
  
when	
  they	
  do	
  a	
  
single	
  Google	
  
search	
  
Ease of Use	
  
Buyers	
  harness	
  
more	
  power	
  
when	
  they	
  do	
  a	
  
single	
  Google	
  
search	
  
Personality	
  
Buyers	
  harness	
  
more	
  power	
  
when	
  they	
  do	
  a	
  
single	
  Google	
  
search	
  
Service	
  
Buyers	
  harness	
  
more	
  power	
  
when	
  they	
  do	
  a	
  
single	
  Google	
  
search	
  
Relationship	
  
Production	
  
3-D printing has democratized production.
Now anyone, anywhere, at anytime can
print them selves products.
Technology	
  
SaaS technology democratized business
operations. Now any business can have the
best tool set to run their business, and build
their product, with almost zero overhead.
Distribution	
  
Distribution and selling of goods has been
democratized by online marketplaces. It is
easier than ever to sell something at scale.
ENVIROMENT

CHANGED
BUYERS

CHANGE
= Radical Changes Must Occur
Buyers	
  harness	
  more	
  power	
  
when	
  they	
  do	
  a	
  single	
  Google	
  
search	
  
Limitless Channels	
  
Buyers	
  harness	
  more	
  
power	
  when	
  they	
  do	
  a	
  
single	
  Google	
  search	
  
Always on	
  
Buyers	
  harness	
  more	
  
power	
  when	
  they	
  do	
  a	
  
single	
  Google	
  search	
  
Infinite Media	
  
Buyers	
  harness	
  more	
  power	
  
when	
  they	
  do	
  a	
  single	
  Google	
  
search	
  
Instant Expectations	
  
Optimizing for small gains will leave you way
behind in the infinitely changing world. 	
  
+	
  
+	
  
Relationships
Are the life blood of
every company in the
future because they
have properties which
scale, have value, and
become competitive
differentiation in the
world of infinite
options.
01
Trump marketing campaigns
Remember	
  “New	
  Coke”	
  the	
  only	
  reason	
  Coke-­‐a-­‐Cola	
  didn’t	
  lose	
  
the	
  cola	
  market	
  was	
  because	
  of	
  their	
  rela-onships	
  which	
  they	
  
build	
  during	
  WWII.	
  Where	
  they	
  made	
  sure	
  every	
  GI	
  got	
  a	
  Coke	
  for	
  
five	
  cents,	
  where	
  ever	
  they	
  were	
  in	
  the	
  world.	
  	
  
	
  
Campaigns
Can fail
Kimpton	
  Hotels	
  is	
  using	
  “Journey	
  	
  Builder”	
  to	
  build	
  long	
  las-ng	
  
rela-onships	
  with	
  customers	
  even	
  outside	
  of	
  their	
  travel	
  schedule.	
  
Technology	
  allows	
  this	
  to	
  happen,	
  far	
  surpassing	
  Dunbars	
  wildest	
  
dreams.	
  	
  
	
  

They
Can Scale
Building	
  rela-onships	
  with	
  consumers	
  inner	
  desires	
  is	
  what	
  we	
  
should	
  be	
  focused	
  on.	
  It	
  is	
  what	
  our	
  society	
  is	
  based	
  off	
  of,	
  and	
  the	
  
best	
  way	
  to	
  drive	
  people	
  to	
  ac-on.	
  We	
  are	
  in	
  partnership	
  with	
  our	
  
consumers	
  now,	
  not	
  producers	
  for	
  them.	
  	
  
	
  
Edward Bernay’s created Public
Relations after learning from his
uncle Sigmund Freud the power of
the unconscious mind. He create a
new form of strategic marketing
which built relationships between
products and consumers inner
desires.

Bernays
Is Right
What do
consumers
desire?
“Consumers want
honest and
authentic
experiences”
-Joseph Pine II
Author of the Experience
Economy, Authenticity, & Infinite
Possibilities
“Consumers want honest and
authentic experiences”
-Joseph Pine II
Author of the Experience Economy, Authenticity, & Infinite Possibilities
Nobody Ever Said
“I want content”They decide engage with content to
solve goals, they engage with it because
it aligns with their purpose
The	
  worlds	
  best	
  media	
  brands	
  are	
  failing.	
  BBC	
  laid	
  of	
  500	
  reporters	
  
last	
  year.	
  Gigaom	
  the	
  $22	
  million	
  dollar	
  backed	
  media	
  brand,	
  who	
  
pioneered	
  blogging	
  closed	
  it’s	
  doors	
  aOer	
  8	
  years	
  in	
  2015.	
  We	
  
need	
  to	
  be	
  rela-onship	
  brands.	
  	
  
	
  

Media 
Brands?
This	
  is	
  the	
  first	
  -me	
  in	
  history	
  when	
  everyone	
  has	
  the	
  means	
  to	
  
create	
  content,	
  distribute	
  content,	
  and	
  consume	
  content	
  with	
  no	
  
fric-on.	
  This	
  has	
  created	
  an	
  insurmountable	
  amount	
  of	
  content.	
  	
  
	
  
Ubiquitous 
Content
“1500 posts waiting for you
when you log onto Facebook”
-Facebook
more often than they do
those that simply urge
them to buy the product
being advertised. As a
result, their path to
purchase is actually
their path to purpose.
Consumers choose the
brands that engage
them on their passions
and interests 42%
Experiences which fulfill purpose are best
#likeagirl campaign is watched by over 77 million fans	
  
Their purpose’s
for engaging
with content
are………
Escape !People wanting to escape will lean on self discover and
social channels. They are looking to escape their work, life,
job, and take a short break. No barring on sales readiness.
Discover!Discovery is one of the greatest gifts of the internet. We
have both passive and active discovery modes.
Active Discovery: Direct searches on the internet
Passive Discovery: When you scroll down in Facebook
Presence!Is the content which consumers create about themselves to
validate the mediated self they are projecting. Simply
engaging with this is fulfilling their purpose, and is
helpful, and does not require you to create more content.
Dynamic Relevance
People will only
engage with things
which are relevant to
them. If it is not
relevant then it will
not be engaged with.
02
Building a system of relevance is the only
way to scale personal relationships
Data
Collection
Buyers	
  become	
  highly	
  fragmented	
  beings	
  across	
  mul-ple	
  channels.	
  They	
  are	
  always	
  
connected,	
  and	
  always	
  on.	
  The	
  only	
  way	
  to	
  reach	
  them	
  is	
  to	
  know	
  more	
  about	
  them,	
  and	
  
understand	
  what	
  it	
  takes	
  to	
  really	
  be	
  relevant	
  to	
  the	
  modern	
  buyer.	
  	
  
	
  
You	
  no	
  longer	
  compete	
  with	
  those	
  in	
  your	
  own	
  
industry,	
  but	
  rather	
  the	
  best	
  of	
  those	
  fields.	
  
Consumer	
  are	
  now	
  comparing	
  all	
  experiences	
  
against	
  each	
  other	
  rather	
  than	
  against	
  their	
  
ver-cal.	
  	
  
	
  
Behavioral Data
You	
  no	
  longer	
  compete	
  with	
  those	
  in	
  your	
  
own	
  industry,	
  but	
  rather	
  the	
  best	
  of	
  those	
  
fields.	
  Consumer	
  are	
  now	
  comparing	
  all	
  
experiences	
  against	
  each	
  other	
  rather	
  than	
  
against	
  their	
  ver-cal.	
  	
  
	
  
Psychographic Data
Also	
  combine	
  with	
  all	
  other	
  internal	
  data.	
  
	
  
CRM Data
Personalized
Experience
Requires	
  you	
  to	
  know	
  each	
  and	
  every	
  person,	
  and	
  demands	
  a	
  system	
  of	
  relevance	
  
which	
  touches	
  all	
  aspects	
  of	
  your	
  business.	
  This	
  puts	
  the	
  customer	
  success	
  
plaeorm	
  at	
  the	
  heart	
  of	
  your	
  marke-ng	
  efforts.	
  Then	
  allows	
  for	
  scaling	
  across	
  all	
  
channels,	
  with	
  dynamic	
  and	
  predic-ve	
  personaliza-on.	
  	
  
	
  
Companies	
  using	
  predica-ve	
  content	
  
on	
  average	
  are	
  seeing	
  an	
  increase	
  in	
  
revenue	
  by	
  15%.	
  
	
  
Predictive Content
Dynamic	
  content	
  suggests	
  the	
  
best	
  next	
  piece	
  of	
  content	
  
given	
  set	
  algorithms	
  of	
  most	
  
likely	
  engagement.	
  
Owned Experiences
Crea-ng	
  customized	
  
experiences	
  also	
  needs	
  to	
  
happen	
  both	
  on	
  your	
  website	
  
and	
  via	
  the	
  email	
  content.	
  
+15%
Revenue 	
  
Mindset > Branding
You	
  can	
  not	
  control	
  
what	
  is	
  wriQen	
  about	
  
you	
  online,	
  but	
  you	
  can	
  
control	
  how	
  you	
  act,	
  
and	
  what	
  you	
  do	
  so	
  that	
  
what	
  people	
  see	
  is	
  your	
  
best	
  foot	
  forward.	
  	
  
03
MINDSET!You will be measured by the total number of interactions. The
goal of “Mindset” is to align every touch point with the idea of
optimizing for a net positive experience.
Branding is a departmental goal, Mindset is an
organizational disciple.
“SHIP MY PANTS”
“SHIP MY PANTS”
“SHIP MY PANTS”
This is the value of the “switching economy” this
means switching from one product to another. This
makes the economy of switching the 10th largest
economy in the world.
$1.7 Trillion
Relationships are hard to substitute! Having
everyone in your company with the same
mindset is the only sustainable way for you to
proactively protect your brand from the infinite
amount of content which will be published about
you in the future. This is why companies like
AT&T give CX a seat at the Executive Table.
Action Branding
Mass publishing is the
lowest form of value
of the internet. Realize
that direct
engagement is
possible and offers a
new level of
relationships to form.
04
Validating their presence
Shared Value + Shared Action = Shared Profit
Action Branding Formula
Shared Value + Shared Action = Shared Profit
People want to
rebuild Braddock
PA. Levi wants to
have people
associate their
clothes with work
again.
Levi puts money,
and hires a
company to
coordinate
community events
to rebuild
Braddock. People
pitch in, and
suggest projects,
and execute them.
They both profit
from a better
community, which
got back to
working again.
PURPOSE!Action branding is a way to build brand via interactions which
fulfill the purpose and desires of consumers. This is opposite of
of passive “Branding” which uses imagery to associate feeling
with products.
Action branding is the way we should be looking to use
social media in the future. By validating the purpose
people are being social.
Thank you
Customer Case Study With: 	
  

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Build Sustainable Relationships in the Infinite Media Environment

  • 1. The Infinite Future How to build sustainable and scalable relationship with consumers in the infinite media environment.
  • 2. @msweezey This presentation will be covering a lot of slides in a very short amount of time. If you would like to follow along on your device please find my slides posted to slideshare now. Just go to @msweezey and there is the URL.
  • 3. 40X There  are  40X  more  marke-ng  channels  a  marketer  must  manage   in  2015  compared  to  1960.  This  increased  fragmenta-on  has   happened  as  a  result  of  infinite  media,  instant  connec-vity,  and   the  rise  in  mobility.      
  • 4. Limitless Channels Gartner  predicted  in  2014  that  by  2017  the  CMO  would   have  the  largest  IT  budget  in  the  company,  taking  it  away   from  the  CIO.      
  • 5. The  new  buyer  is  not  like  the  old  one.  They  are  mobile,  cross  channel,  and   highly  informed.  On  average  they  consume  3-­‐7  pieces  of  content  before   they  talk  to  sales.  The  average  person  between  35-­‐49  checks  Facebook  17   -mes  per  day.       BUYERS
 CHANGE GRANDPARENTS Are the fasting growing demographic on Facebook.
  • 6. ALWAYS Buyers  are  always  on.  There  are  more  people  in  the  world  with  a   cell  phone  than  there  are  those  with  clean  drinking  water,  or   electricity.  This  being  always  on  has  changed  them  behaviorally.   They  are  not  the  same  old  buyer,  but  rather  a  new  buyer.       ON 8 SECONDS AVERAGE HUMAN ATTENTION SPAN MicrosoO  in  their  quest  to   beQer  understand  the   human,  set  up  a  test  to   begin  to  evaluate  the   effects  of  mobile  media  on   buyer  behavior.  They   found  in  their  2013  study   the  average  adult  now  has   an  8  second  aQen-on   span.     IS SHORTER THAN A GOLDFISHES The  average  aQen-on   span  of  a  Goldfish  is  9   seconds.      
  • 7. Buyers  harness  more  power  when  they  do  a  single  Google  search   than  all  of  NASA  had  in  1969  to  land  a  man  on  the  moon.  Anything   can  be  found  in  an  instant,  and  if  it’s  not  they  they  leave.       INSTANT RESULTS 80% Bounce Rate On visits from Adwords 71% Have been Disappointed by content 25% Will never re-engage If disappointed once 1.70 Page views Per visit to your site
  • 8. Produc-on,  Technology,  Distribu-on,  and  Reach  are  all   democra-zed  making  the  rela-onship  you  have  with  your   consumer  the  only  sustainable  compe--ve  advantage.       Infinite Competition of Fortune 500 companies are removed from the list in Last decade (2004-2015)1/3
  • 9. You  no  longer  compete  with  those  in  your  own  industry,  but   rather  the  best  of  those  fields.  Consumer  are  now  comparing   all  experiences  against  each  other  rather  than  against  their   ver-cal.       Infinite Competition Buyers  harness   more  power   when  they  do  a   single  Google   search   Ease of Use   Buyers  harness   more  power   when  they  do  a   single  Google   search   Personality   Buyers  harness   more  power   when  they  do  a   single  Google   search   Service   Buyers  harness   more  power   when  they  do  a   single  Google   search   Relationship  
  • 10. Production   3-D printing has democratized production. Now anyone, anywhere, at anytime can print them selves products.
  • 11. Technology   SaaS technology democratized business operations. Now any business can have the best tool set to run their business, and build their product, with almost zero overhead.
  • 12. Distribution   Distribution and selling of goods has been democratized by online marketplaces. It is easier than ever to sell something at scale.
  • 13. ENVIROMENT
 CHANGED BUYERS
 CHANGE = Radical Changes Must Occur Buyers  harness  more  power   when  they  do  a  single  Google   search   Limitless Channels   Buyers  harness  more   power  when  they  do  a   single  Google  search   Always on   Buyers  harness  more   power  when  they  do  a   single  Google  search   Infinite Media   Buyers  harness  more  power   when  they  do  a  single  Google   search   Instant Expectations   Optimizing for small gains will leave you way behind in the infinitely changing world.   +   +  
  • 14. Relationships Are the life blood of every company in the future because they have properties which scale, have value, and become competitive differentiation in the world of infinite options. 01 Trump marketing campaigns
  • 15. Remember  “New  Coke”  the  only  reason  Coke-­‐a-­‐Cola  didn’t  lose   the  cola  market  was  because  of  their  rela-onships  which  they   build  during  WWII.  Where  they  made  sure  every  GI  got  a  Coke  for   five  cents,  where  ever  they  were  in  the  world.       Campaigns Can fail
  • 16. Kimpton  Hotels  is  using  “Journey    Builder”  to  build  long  las-ng   rela-onships  with  customers  even  outside  of  their  travel  schedule.   Technology  allows  this  to  happen,  far  surpassing  Dunbars  wildest   dreams.       They Can Scale
  • 17. Building  rela-onships  with  consumers  inner  desires  is  what  we   should  be  focused  on.  It  is  what  our  society  is  based  off  of,  and  the   best  way  to  drive  people  to  ac-on.  We  are  in  partnership  with  our   consumers  now,  not  producers  for  them.       Edward Bernay’s created Public Relations after learning from his uncle Sigmund Freud the power of the unconscious mind. He create a new form of strategic marketing which built relationships between products and consumers inner desires. Bernays Is Right
  • 19. “Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities
  • 20. “Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities
  • 21. Nobody Ever Said “I want content”They decide engage with content to solve goals, they engage with it because it aligns with their purpose The  worlds  best  media  brands  are  failing.  BBC  laid  of  500  reporters   last  year.  Gigaom  the  $22  million  dollar  backed  media  brand,  who   pioneered  blogging  closed  it’s  doors  aOer  8  years  in  2015.  We   need  to  be  rela-onship  brands.       Media Brands?
  • 22. This  is  the  first  -me  in  history  when  everyone  has  the  means  to   create  content,  distribute  content,  and  consume  content  with  no   fric-on.  This  has  created  an  insurmountable  amount  of  content.       Ubiquitous Content “1500 posts waiting for you when you log onto Facebook” -Facebook
  • 23. more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose. Consumers choose the brands that engage them on their passions and interests 42%
  • 24. Experiences which fulfill purpose are best #likeagirl campaign is watched by over 77 million fans  
  • 25. Their purpose’s for engaging with content are………
  • 26. Escape !People wanting to escape will lean on self discover and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness.
  • 27. Discover!Discovery is one of the greatest gifts of the internet. We have both passive and active discovery modes. Active Discovery: Direct searches on the internet Passive Discovery: When you scroll down in Facebook
  • 28. Presence!Is the content which consumers create about themselves to validate the mediated self they are projecting. Simply engaging with this is fulfilling their purpose, and is helpful, and does not require you to create more content.
  • 29. Dynamic Relevance People will only engage with things which are relevant to them. If it is not relevant then it will not be engaged with. 02 Building a system of relevance is the only way to scale personal relationships
  • 30. Data Collection Buyers  become  highly  fragmented  beings  across  mul-ple  channels.  They  are  always   connected,  and  always  on.  The  only  way  to  reach  them  is  to  know  more  about  them,  and   understand  what  it  takes  to  really  be  relevant  to  the  modern  buyer.       You  no  longer  compete  with  those  in  your  own   industry,  but  rather  the  best  of  those  fields.   Consumer  are  now  comparing  all  experiences   against  each  other  rather  than  against  their   ver-cal.       Behavioral Data You  no  longer  compete  with  those  in  your   own  industry,  but  rather  the  best  of  those   fields.  Consumer  are  now  comparing  all   experiences  against  each  other  rather  than   against  their  ver-cal.       Psychographic Data Also  combine  with  all  other  internal  data.     CRM Data
  • 31. Personalized Experience Requires  you  to  know  each  and  every  person,  and  demands  a  system  of  relevance   which  touches  all  aspects  of  your  business.  This  puts  the  customer  success   plaeorm  at  the  heart  of  your  marke-ng  efforts.  Then  allows  for  scaling  across  all   channels,  with  dynamic  and  predic-ve  personaliza-on.      
  • 32. Companies  using  predica-ve  content   on  average  are  seeing  an  increase  in   revenue  by  15%.     Predictive Content Dynamic  content  suggests  the   best  next  piece  of  content   given  set  algorithms  of  most   likely  engagement.   Owned Experiences Crea-ng  customized   experiences  also  needs  to   happen  both  on  your  website   and  via  the  email  content.   +15% Revenue  
  • 33. Mindset > Branding You  can  not  control   what  is  wriQen  about   you  online,  but  you  can   control  how  you  act,   and  what  you  do  so  that   what  people  see  is  your   best  foot  forward.     03
  • 34. MINDSET!You will be measured by the total number of interactions. The goal of “Mindset” is to align every touch point with the idea of optimizing for a net positive experience. Branding is a departmental goal, Mindset is an organizational disciple.
  • 38. This is the value of the “switching economy” this means switching from one product to another. This makes the economy of switching the 10th largest economy in the world. $1.7 Trillion
  • 39. Relationships are hard to substitute! Having everyone in your company with the same mindset is the only sustainable way for you to proactively protect your brand from the infinite amount of content which will be published about you in the future. This is why companies like AT&T give CX a seat at the Executive Table.
  • 40. Action Branding Mass publishing is the lowest form of value of the internet. Realize that direct engagement is possible and offers a new level of relationships to form. 04 Validating their presence
  • 41.
  • 42. Shared Value + Shared Action = Shared Profit Action Branding Formula
  • 43.
  • 44. Shared Value + Shared Action = Shared Profit People want to rebuild Braddock PA. Levi wants to have people associate their clothes with work again. Levi puts money, and hires a company to coordinate community events to rebuild Braddock. People pitch in, and suggest projects, and execute them. They both profit from a better community, which got back to working again.
  • 45. PURPOSE!Action branding is a way to build brand via interactions which fulfill the purpose and desires of consumers. This is opposite of of passive “Branding” which uses imagery to associate feeling with products. Action branding is the way we should be looking to use social media in the future. By validating the purpose people are being social.