Connectedness Gets Real - Adam Lavelle - iCrossing
•
3 likes•864 views
"Connectedness Gets Real" as presented by Adam Lavelle, Chief Strategy Officer, iCrossing on March 3, 2011.
Report
Share
Connectedness Gets Real - Adam Lavelle - iCrossing
- 1. Connectedness Gets Real Adam Lavelle Chief Strategy Officer iCrossing COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 1
- 2. facts: Marketing keeps getting harder. There has never been more potential to drive the business than today.
- 3. the reality: 1. It’s only the 3rd inning 2. Connectedness wins 3. Leadership = test + invest
- 6. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
- 7. last year…
- 8. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
- 9. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
- 10. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
- 11. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
- 15. It is not a network of computers. It is a network of human beings. Always-on access to the ‘net is changing the way we behave. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
- 16. Source: Forrester COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
- 17. Source: Forrester COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
- 18. Brands have to behave in new ways. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
- 19. Being a connected brand… It’s how successful brands do marketing in a networked world: focusing on audiences not targets, engaging in dialogue not shouting, and developing trust that lasts. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
- 20. Building a connected brand Visible Usable Engaged Useful Desirable ACTIVE AGILE AWARE COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
- 21. territory
- 22. Radio Display Mobile eMail SEM SEO ads SMS ads display Other blogs Landing Website pages (mobile) Digital video Word of mouth Point Your Digital of blogs Website out of sale home OOH TV ads Onsite Kiosks UGC Direct RSS Widgets Gadgets mail Call Gaming PR Print center ads COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
- 23. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
- 24. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
- 28. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
- 29. data
- 34. shift happens
- 35. Connectedness means rethinking media • Paid search • Display advertising • Affiliate marketing • Sponsorships Bought • Natural Search • Website content • Social Media Earned Owned • Messaging • Press coverage • Utilities • Link exchange partnership COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
- 36. content
- 37. The big shift creates new opportunities COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38
- 38. The playbook for “connected” success COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 39
- 39. Developing a customer listening platform COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 40
- 40. Leveraging the content continuum COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 41
- 41. Embracing the increase in “creation velocity” COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 42
- 42. Managing the connected marketing ecosystem COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 43
- 43. Building a Connected Brand How Brands Become Publishers in a Real-time Marketing World COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 44
- 44. The Content Lab http://thecontentlab.icrossing.com Follow @TheContentLab on Twitter Contribute to The Content Lab on Tumblr COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 45
- 45. Hearst + iCrossing Relationships Search Mobile Branded Apps User Data Experience Premium Content Social Platform Integration CRM Brands Strategy & Planning Analytics Insights Platforms iCrossing Research Optimization Hearst
- 46. Kim" (aka community," aka audience engagement)
- 55. the reality: 1. It’s only the 3rd inning 2. Connectedness wins 3. Leadership = test + invest
- 56. Thank you Adam Lavelle Chief Strategy Officer, iCrossing adam@icrossing.com