21st century brand management: how to increase relevance to social network-enabled customers | opportunities & threats | case studies | solutions | click through for videos
2. Disruption Means Opportunity and Risk
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25 years of advising leaders on
disruptive technology tells me Web
2.0 will be the most challenging yet.
Social networks transform how
we form and manage relationships..
and how we make buying
decisions.
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3. Brandsâ Responses to Empowerment Will Drive
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Opportunity
Opportunity Risk
Risk
â˘â˘Passion &
Passion & ⢠Destructive user-
⢠Destructive user-
engagement
engagement generated content
generated content
â˘â˘Product
Product Brands ⢠Customers are
⢠Customers are
development
development everywhere
everywhere
partners
partners ⢠Major media
⢠Major media
â˘â˘Defenders
Defenders collaboration
collaboration
Donât be a brand customers love to hate
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4. Brand Risk
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Fried Chicken Head Found in McDonaldâs Wings,
Forever on YouTube
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5. Brand Opportunity
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âA company this size.. is about millions of people
coming up with ideasâ - Michael Dell
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here
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6. Brand Risk
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Fortune 500 Firms Well Represented on Baby
Product Carcinogen List
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7. Brand Opportunity
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Allowing Customers and Employees to Create
Products, Drive Experience
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8. Brand Risk
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Employee Video Erodes Billion Dollar Dominoâs
Brand - Worldwide
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9. Brand Opportunity
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MyStarbucksIdea Generates 700,000 Ideas, 25
Products in One Year
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10. Brand Risk
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Rat Hoard Overruns Manhattan KFC,
Immortalized on YouTube
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11. Brand Opportunity
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Facebookâs Radical Approach - Tapping
Users to Do All the Hard Work
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12. Brand Risk
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âThank you for playing, âBotulismâ.. we have some
lovely parting gifts for you!â
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here
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13. Brand Risk
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Pharmacists: âCustomers Bitches, Wish
They Would Just Dieâ
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14. Two Sides of Web 2.0
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Opportunity
⢠Closer customer
engagement,
⢠Authentic passion for Risk
brand
⢠Brand embarrassment
⢠Faster product
development ⢠Brand erosion
⢠Greater profits ⢠Customer indifference
⢠Unwanted exposure
⢠Negative activism
⢠Lower profits
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15. Key Questions for Brand Viability
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How should brands relate to this vast
customer-driven ecosystem?
How can brands make âlosing controlâ an
advantage?
How can management minimize missteps
while testing the waters?
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16. Christopher S. Rollyson and Associates
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⢠Deep roots in management consulting and marketing
⢠Experts in disruptive innovation and transformation
⢠Tools: Social Network Roadmap, Executiveâs Guide to Web 2.0
⢠Strategy and execution for game-changers: Java, e-business,
SOA, Web 2.0, social networks
⢠Thought leaders: 3 blogs ranked in top 10 of their categories
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17. Solutions: Web 2.0 Brand Management
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Customer Social Network Brand Management Team
⢠Stewards of experience ⢠Stewards of business
⢠Value-add drivers ⢠Productize value
⢠Continuous interaction ⢠Continuous innovation
⢠Advocate & defend ⢠Promote & protect
Brand Ownership
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Brand: not only what you say it is⌠what they say it is
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18. Solutions: Web 2.0 Product Development/Innovation
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⢠Transparent conversation C CC
CC C
C C
C
⢠Many-to-many, real-time, always-on
C C C
C
M
C
C
⢠Customer experience focus
⢠Facilitated by Marketer
M M
Engagement + Ideas + Action = Profit
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19. Solutions: Web 2.0 Disaster Recovery
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⢠Understand risks
⢠Proactively build capability Consumer
empowerment
⢠Trust customer advocates
to defend their brand
⢠Poise builds brand
Emerge from disasters with more credibility
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20. Solutions: 3-Step Web 2.0 Pilot Program
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Phase 1: Web 2.0 Phase 2: Web 2.0 Phase 3: Web 2.0
Ecosystem Audit Readiness Implementation
Perceive the Web 2.0 Understand your Learn quickly while
ecosystem around readiness to engage reducing risk with our
your brand the ecosystem fast-cycle pilot
portfolio methodology
Our approach makes adopting Web 2.0 manageable
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21. Solutions: Social Network Life Cycle Model
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Know what to expect and how to lead
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22. Key Answers for Brand Viability
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⢠Consumers are out⌠Prosumers are in⌠no going back
⢠Products are out⌠experience is in
⢠You must make your brand a true experience⌠by sharing
ownership
⢠Many brands will not get this⌠and will disappear
⢠Applying disruption to established business is not easyâŚ
but it is manageable when you manage risk
⢠Everyone will have to do Web 2.0⌠why not start today?
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23. Action Steps for Brand Viability
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⢠Learn more: how the Social Network Roadmap helps brands
â http://socialnetworkroadmap.com
⢠Deep dive into marketing transformation issues
â http://globalhumancapital.org/?tag=cmo
⢠Learn more about CSRA
â http://rollyson.net/consulting/
⢠Start today⌠contact us
â phone info
â email info
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