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Building Brands In A Social World
1. BUILDING BRANDS IN A SOCIAL WORLD Epic fun & epic fail or âwhat itâs like to get divorced in 2009â Tuesday, May 26, 2009 16.00 â 16.30
2. WHO AM I? Patrick Gardner, co-founder and CEO Perfect Fools Digital professional since 1994, back when it was called multimedia Houdini Digital Creations 1999, Perfect Fools 2002
3. PERFECT FOOLS Digital creative agency with 37 staff in 3 offices: Stockholm, New York and Amsterdam Clients include Electrolux, Converse, Unibet, K-Swiss, Under Armour, H&M, BBC ⊠Grand Prix and Gold at Cannes 2008
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5. SOCIAL IS NOT NEW It may seem like a recent phenomenon â â Web 2.0â  But the Internet has been a highly social experience since it was launched  Thatâs why we first networked computers, so we could communicate and be social with each other  Todayâs blogging, microblogging, forums, chats, voting, social networking and more all have their ancestors in the form of Usenet groups, news sites, bulletin boards âŠ
6. MY FIRST SOCIAL NETWORK The Andromeda Galaxy, 1984 Â Commodore 64 Â 300 baud modem running on my familyâs one telephone line between 9 pm and 6 am every night
7. THE ANTI-SOCIAL WEB WAS THE ABERRATION Social media have existed for a long time  The less-social efforts we have seen during the first mass era of the Internet were actually the aberration The Web has tended to become more social as people have become more accustomed users and creatives have started to realize digital networksâ full potential
8. TODAY: A MASS AUDIENCE The difference today is social experiences and tools have achieved a mass usership they never had before â to the point they are now changing society
9. TODAY: A MASS AUDIENCE The difference today is social experiences and tools have achieved a mass usership they never had before â to the point they are now changing society Tio av tio unga har krĂ€nkts pĂ„ skolgĂ„rden
10. TODAY: A MASS AUDIENCE The difference today is social experiences and tools have achieved a mass usership they never had before â to the point they are now changing society
11. WHAT ABOUT GETTING DIVORCED IN 2009? Iâve actually been going through a divorce this spring  Itâs given me a âuniqueâ opportunity to experience how much the new social tools have changed the way personal information flows  Youâve never truly experienced the power of social networking until your impending divorce gets unexpectedly announced to a wider group of friends by your wife unfriending you on Facebook  and you suddenly get flooded with messages asking what is going on Â
14. WHAT ABOUT GETTING DIVORCED IN 2009? ⊠or until you read your 12 year old daughterâs public blog entries about her reactions to the ongoing process
15. WHAT ABOUT GETTING DIVORCED IN 2009? ⊠or until you read your 12 year old daughterâs public blog entries about her reactions to the ongoing process
16. BETTER IF SOCIAL DISAPPEARED? My point is that I, and we, have no choice in the matter  The social Web is here and itâs here to stay â itâs already a key feature of our overall society  As interesting as that unexpected shock was for me personally, Facebook has brought many more positive experiences into my life over the years  Itâs reconnected me with lost childhood friends and taught me things I never would have known about friends sitting right across the room
18. THE BRAND CHALLENGE Brands face many of the same issues as individuals in this new world  The new social experiences are not always positive for brands â sometimes they will suck â but on balance they are massively positive  Because they allow for ever-more connected, targeted, knowledgeable and intimate relationships with relevant stakeholders  If we are willing to be honest and listen
19. WEâVE FACED IT AT PF When we decided to launch a new pf.com based on XCAP  Suddenly uncomfortable questions started to come up like âwhat if people donât like us and they say mean things on our site?â  Just the same questions that have for come up for many of our client brands, of course  Our decision has been to put all that aside and go forward  So what if a small handful of folks are negative? Letâs invite them in for a conversation and maybe weâll end up with new friends!
20. AND FOR OUR CLIENTS? S ocial elements have taken on a major role in our work, as tools for spreading the word about brands and also as integral aspects of the experiences themselves  K-Swiss Free Running  Aggressively seeded in relevant sneaker blogs and forums, yielding 500 000 targeted visitors per month during the campaign period  Built on the concept of messaging friends, spreading itself
21. AND FOR OUR CLIENTS? BBC Survivors Interactive  Large-scale social experience in the UK  The BBCâs second most popular drama site  More than 100 000 visitor comments in just 6 weeks
22. XCAP These experiences have been incredibly fun to be part of  But for a production like BBC Survivors Interactive, it has become increasingly time consuming and expensive to build the social elements from scratch  and impossible to fully load test them under live conditions before launch  Thatâs why weâre so excited about XCAP and Josh, and why we are already hard at work building new experiences based on XCAP  We see this as the next inevitable step: for people like us to put aside our custom, one-off efforts and instead build with robust, iterated social tools  (and no, Anton didnât ask me to say any of this, I just couldnât help myself ;)
23. FINAL THOUGHT If you remember one thing from this talk remember this: Â Social is the way, and the fun is worth the fails! Â Thank you.
