So people “like” your brand on Facebook. Big deal.
Many brands have become slaves to the “like” button. They give away valuable stuff in return for a passive thumbs-ups, never realizing that this behavior could actually be cheapening their customer relationships.
“Likes" come easy, but real relationships come with real exchange and sacrifice. The laws of currency show that people value something more when they have to give something to get it. And if brands can provide experiences that solve real problems, they can ask for more in return. What can brands offer customers so that they have more skin in the game?
In this session, we will look closely at examples of a deeper, more balanced value exchange between consumers and brands. We will discuss strategies to uncover what your brand has to offer, and what your most valuable customers can give in return.
The Insane Clown Posse, a Detroit gangsta rap group who literally dress like clowns, have leveraged a rabidly devoted fan base to become the best selling indie band of all time (for REAL). They've accomplished this without radio airplay, major label endorsement, or any mainstream media exposure. In addition to selling millions of albums for decades, they make millions in merchandising every year. The group's brand is so far reaching that millions of people who have no interest violent clown rap have watched their viral videos.
We'll look at what the band did historically to garner such a devoted fanbase and how you can do the same for your brand. If these clowns can make 7 figures a year, so can you!
by Gilad Lotan
“My real competition is 30 billion status updates,” PepsiCo Head of
Digital Shiv Singh has said of the challenge of being a brand in the
social space. Attention is the new bottleneck, and brands often adopt
counter-productive strategies to try and break through. They swear by
a certain time of day or spend an inordinate amount of time trying to
reach certain Twitter users deemed "influencers."
But what if there's something else at work in the massive flow of
information on Twitter? What if its not so much these so-called
"influencers" that propel a piece of information to major viral
broadcast, but the micro-networks and the aggregated interactions that
amass around them instead? Part case study of how massive spreads of
information and half how-to on the tools brands need to create and
manage micro-networks, this presentation will unlock that data
patterns on social that, when intelligently predicted and captured,
can be used to amplify the spread of a message on a grand scale.
9th–13th March 2012