coporate branding in the age of youtube

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(۲۵۵۲8۵۲6 branding in the age vou en Edwards Director, IBM New Media Communications 

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Pe ee ni. About Ben 8 9 Former journalist: 14 years in “legacy media” neyears at The Economistas reporter, foreign correspondent editor § May2005: joined IBM August2005: launched IBM’s podcasting program April 2006: appointed head of New Media Communications 3 Oversee New Media strategy and corporate policy 

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م ی (eran What is New MediaCommunications? 8۵۱66 and_ Responsi ish socialmedia skills among |IBMCommunications around the world. Develop enterprise applications for these social capabilities across all communications disciplines, ral communications to media relations andmarketing Establish the business value of New Media Communications, demonstrating: [ Lowercosts andimproved effectiveness of existing communications inovation in communications toconnect withaudiences in diff ways | Establish IBMCommunications asa valuedresource for the corporation as it adopts social media 

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نه ا Why New MediaCommunications? media is gaining ۵ acceptance as an inexpensive, 56 set of tools ۲ creating, sharing anddiscovering informati andsocial connections Wikipedichas pubis&im articl@29 languages 200,000 ۱۷08056 uploadedusibevery day tens: ۲ thousands of podcasts Technoratks more 5Om blogs 

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0111 ع عد صم ممصم )] Why New MediaCommunications? IBM, social media is also gaining rapid acceptance amon IBMersasaninexpensive, easy-to-use way to create, share and discover enterprise information and business connections : ۵240 registered users IBMfmdeasting _pilf20 POACAaSEShas recorded 820,000 downloads 70,000 registered users doe,000 users 100,000 tags 

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20,000} 18,000) 0,000) 6,000 e008 ewe ات سس 

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Reo ۲ -- 0۵ 20 00% ore مرهج $0.0 S30, 

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حبص ‎SS iw‏ سر ‏سس مین ‎Pos ‎ 

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ise of social media heralds the adver communications paradigm § Social mediaare not about thetechnology | media should not be thought of as new = “channels’ distributing existingcontent and messages media offer fundamentally new ways for creai aring and discovering information and _— social connectic Social media have different economics cial media create different audience expectations | media demand different communications skills those whouse them § Insum: socialmedia heraldthe advent ۷ communications paradigm 

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Pee ۰ New Communications Paradigm MassMedia Social Media Publisher Professional publishinGelf-publishing Economics High cost Low cost Audience Mass Niche [Engagement Passive Active Voice Institutional Individual ‘Communications Publisher Enabler Marketing Advertising Publishing 

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orate branding and the Communications Paradigm 

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ha. | Main | Sto 5: the naw. ‘corporate headquarters. <Norring Report What are they drinking in Armonk My colleague, Ben Pimentel e-mailed me the other day and said, "You gotia see this video" | clicked on tho enclosod link to find e tonguo-in-chaek mini- documentary starring IBM vice president for sales Bob Hoey who made the sict to remind the companys sales legions to promote the mainframe computer as the best bang far tne buck in data processing But ite the methedelagy that's the massage. A one point the camera focuses on this completely-serious Hoey — and then pans out into a largo treatar empty ‘except for two lonely salespeople. It goes on to follow fone af ham as he zealously carries ISM's message to caratily salectad clien's ~ by ‘topping passers-by in @ setting that looks like shopping mal August2006 

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began life as symbolsof product quality consistency Corporate brome in t june1917 July 1942 

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‎oles) ee‏ نت ‎۱619605 and 1970s, brands began morphing i symbols of consumer identity... ‎ ‎ 

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9 bromo the oe oP MOTH nore recently into symbolsof our social aspira bp innovate ecomagination” GE commitment 

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Ree 17743 ٠2 Theprevailing orthodoxy: Social Media representa lossof corporate “control” over the brand Micro Persuasion ‘Steve Rubel explores how social media is transforming marketing, media and public relations. SUNDAY, MAY 28, 2006 share this news for other reasons than making a plug (which I openly admit). 1 believe this is another sign that advertising, brand marketing, public relations are becoming one big mush. If you work in on one of these disciplines, you nead to know what's happening in the others. little boxes the way it Used fo, So much of itis dialogue driven and that means PR and advertising share the same soup bowl. 

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Pee ۰ Venture Chronicles مماما! )عل برط DEC 13, 2005 sing Soctal Media at SAP Culturally we have some issues as well. SAP is a company that is serious about managi message and brand, and quite honestly that strate: عمج بسح 

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(eran In truth, corporationslostcontrol of their brands 6 moment they became symbols of ourdreams, aspirations and identities Afterall, whoconstructs andcontrols identity? 

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Who won the Beetle battle? The eng @rs in Wolfsburg, Germany? 0/117 

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..andwhenbrands fail us- when their products dtheir behaviors nolonger help us to project identities we wantto project to the world... we punish them mercilessly 

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conn cost Ey Dew ‏هت‎ ‏مس از‎ Be ‘ean Eos 2۳ August7,2006 THE BEST GLOBAL BRANDS ‘Our irs ranking oftheworld’s J os valuable ‏ات‎ August6,2001 

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brand ‏مهف‎ ‎brand ‏,فق‎ billion brand v$ie,4obillion brand $25.3; billion its its PM ‏تاه‎ Since 2000... lost 31% of Shasry lost 29% of ۱6۵۵1۱0: 6396 ۲ 67 70% of 

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‎inl.‏ تال لام ‎brands engage with socialissues, brandinsecurit maybeworsening ‎۳ bp o ‎he New York Gimes THE WALL STREET JOURNAL. Justice Dept. and S.E.C. Investigating Ce ee Merck Drug ۳ 0 ‏مهرد‎ ۳ ‘OF Manipulation in as, OW Prices ‎ ‏امد ‎ 

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Sowhathaschanged between us and them? heycan create and share the brandthemselv 2.Wecan listen better Ve can create and sharethe brandwith them 

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Vou Ee Ses ycan create and share the brandthemselves Media: brand construction wasa negotiation between poration and the customer’swallet, intermediated and influenced by the mass media Media: self-publishing tools andsocial-networking se letaudiences of all kinds discover communities of interestand publish the brand to each other 

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low brands _ live (and die, horrit You On Youfjflf}>eople are... Celebrating your brand 0/117 OMockingyourbrand OMashingup yourbrand with other brands OMakingyour brand perform strange and unnatural acts And it’snotjuston Yougiia 

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نت۱۵۵ از ۳۳۹۹ 2.Wecan listen better 1 Media: corporations had few opportunities outside of f oups to listen to what their audiences thoughtabout the brand al Medi with employees,shareholders, customers, supp partners all publishing about the brand, corporations ۷ opportunity to listen to what they have to say 

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00 No Bloatware, Please Lots of chatter these days on why Dell pre-loads s0 much software on new systems. Several ofyou have asked about how this sofivare affects perfomance, some have commented about the sheer number of eps, and cthers have ‘oxpressod confusion as to which apps they can remove (eran ee You Comments 6 Go tel you the trust the frst thing I do when ever | get @ computer is reinstall Windows. uy 21 706 ssn ‏لات‎ Whereami sald: People tell me is easy to get the discs within 21 days. But ater that, Customer Care gos you a hard time Juz 206 1028 

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Vou Ee Ses >can create and sharethe brandwith them (if it’sthat sort of brand) Mass Media: corporations indulged fantasies of control, pouring asted resources into fruitless attempts to dictate the brand 1 Media: social media present an opportunity for corpore lange attitudes. We can’t control. But we caninfluence. By itingthe audience to create andsharethebrand with us, we hope ۲ maximum influence 

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COMMUNITY BUZZ impact INTHE NEWS eh 8 lion Busing ‘Guanee neque ssa and sharing... Sa 6 تیا ال تن Diese a ‏رس‎ the game. Ford’s “Warriors in ‏که عام امم‎ And by listening ter BOLDMOVE HOME AL EPISODES ALL ARTICLES ‘COMMUNITY BUZZ TELL AFRIEND FORD RESPONDS ‏رز‎ ABOUT FORD VEHICLES 

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نه ا ..wWehaveashot at making ourbrands more secure and more healthy Brandsareat theirstrongest and healthiest anc most secure when the stories wetell about ourselvesare the _ stories ouremployees and ourcustomers and our suppliers tell about us... ..andsocial media allow us to share the storytelling 

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Anagenda for change نه ا L. Don’ttry tosegment your audience. Nurturea brand lichemployees,customers and all constituencies ca relate to, emotionally and __ intellectually 2. Provideemployees with themeans totell their own stories about the brand, and in their own words n. Listen towhat employees aresayingabout t nd. Listen towhat customers, partners, suppliers shareholders are saying about the brand 4. See l. re there is potentialfora positive outcome, engag influence 

orporate branding in the age of Ben Edwards Director, IBM New Media Communications © 2006 IBM Corporation Corporate branding in the age of About Ben Former journalist: 14 ne years at The editor § May 2005: August2005: April 2006: § Oversee 2 years Economist as in “legacy media” reporter, foreign correspondent joined IBM launched IBM’s podcasting program appointed head of New Media Communications New Media strategy and corporate policy © 2006 IBM Corporatio Corporate branding in the age of What is Roles and New Media Communications? Responsibilities lish socialmedia skills among IBM Communications around the world. Develop enterprise applications for these social capabilities across all communications disciplines, ernal communications to media relations and marketing • Establish the business value demonstrating: • Lowercosts nnovation in and improved of New effectiveness communications Media of to connect Communications, existing communications with audiences in diffe ways • Establish IBMCommunications corporation as it adopts 3 asa social valued resource media for the © 2006 IBM Corporatio Corporate branding in the age of Why media se set New Media Communications? is gaining rapid of tools for creating, andsocial connections acceptance as an inexpensive, sharing and discovering informatio 5m articles 229 in languages Wikipediahas published 200,000 videos get tens iTunes lists of Technorati tracks 4 uploaded YouTube to every thousands day of podcasts 50m blogs more than © 2006 IBM Corporatio Corporate branding in the age of Why New Media Communications? eIBM, social media is also gaining rapid acceptance amon IBMersasaninexpensive, easy-to-use way to create, share and discover enterprise information and business connections 24,600 registered users BlogCentralhas IBM’s podcasting 620 podcasts andhas pilotl ists recorded 820,000 downloads 70,000 Wikicentralhas registered users 6,000 users have 100,000 created Dogear’s 5 tags © 2006 IBM Corporatio Corporate branding in the age of BlogCentral: registered users 25,000 20,000 15,000 10,000 5,000 0 2003 2004 2005 2006 Source: Webahead 6 © 2006 IBM Corporatio Corporate branding in the age of Podcasting pilot: episode downloads per month 180,000 160,000 140,000 Epis ode dow nloads 120,000 100,000 80,000 60,000 40,000 20,000 0 Oct-05Nov-05Dec-05Jan-06Feb-06Mar-06Apr-06May-06Jun-06 Jul-06 Aug-06 Source: Webahead 7 © 2006 IBM Corporatio Corporate branding in the age of Wikicentral: registered users 70,000 60,000 Num ber of us ers 50,000 40,000 30,000 20,000 10,000 0 Dec-05Jan-06Feb-06Mar-06Apr-06May-06Jun-06 Jul-06Aug-06 Source: Webahead 8 © 2006 IBM Corporatio Corporate branding in the age of ise of social media heralds the adven communicationsparadigm § Social media are not about the technology l media should not be thought of as new “channels” distributing existingcontent and messages media offer fundamentally new ways for creat aring and discovering information and social connectio Social media have different economics ocial media create different audience expectations al media demand different communications skills those whouse them § In sum: social media herald the advent ofa new communications paradigm 9 © 2006 IBM Corporatio Corporate branding in the age of New Communications MassMedia Social Media Publisher Professional Economics High cost Low cost Audience Mass Niche Engagement Passive Active Institutional Individual Communications Publisher Enabler Marketing Advertising Publishing Voice 10 Paradigm publishingSelf-publishing © 2006 IBM Corporatio orate branding and the Communications Paradigm © 2006 IBM Corporation Corporate branding in the age of August2006 12 © 2006 IBM Corporatio Corporate branding in the age of began life consistency June1917 13 as symbolsof product quality July 1942 © 2006 IBM Corporatio Corporate branding in the age of the1960s and symbols of 14 1970s, brands began morphing consumer identity… © 2006 IBM i Corporatio Corporate branding in the age of more 15 recently into symbols of our social aspirat © 2006 IBM Corporatio Corporate branding in the age of Theprevailing corporate 16 orthodoxy: Social Media representa lossof “control” over the brand © 2006 IBM Corporatio Corporate branding in the age of 17 © 2006 IBM Corporatio Corporate branding in the age of In truth, brands the our dreams, corporationslostcontrol of their moment they became symbols of aspirations and identities Afterall, who constructs identity? 18 andcontrols © 2006 IBM Corporatio Corporate branding in the age of Who won the The 19 engineers in Beetle battle? Wolfsburg, Germany? © 2006 IBM Corporatio Corporate branding in the age of …andwhenbrands fail us– when their products dtheir behaviors nolonger help us to project identities we want to project to the world… …we punish 20 them mercilessly © 2006 IBM Corporatio Corporate branding in the age of August6,2001 21 August7,2006 © 2006 IBM Corporatio Corporate branding in the age of Since 2000… 22 has lost 31% of its brand $2.9orbillion value, has lost 29% of its brand value, $4.7orbillion has lost 63% of its brand value, $7.4orbillion has lost 70% of its brand $25.3 value, or billion © 2006 IBM Corporatio Corporate branding in the age of s brands engage with maybeworsening 23 socialissues, brandinsecurit © 2006 IBM Corporatio Corporate branding in the age of Sowhathaschanged between us and them? heycan create 2. We can We can 24 and share the brandthemselve listen better create and share the brandwith them © 2006 IBM Corporatio Corporate branding in the age of eycan create Media: orporation and influenced l and share the brandthemselves brand construction wasa negotiation between the customer’s wallet, intermediated and by the mass media Media: self-publishing tools and social-networking letaudiences of all kinds discover communities of interest and publish the brand to each other 25 © 2006 IBM se Corporatio Corporate branding in the age of How brands live (and On •Celebrating die, horribly) on people are… your brand •Mockingyour brand •Mashingup your brand •Makingyour brand unnatural with other brands perform strange and acts … And it’snotjuston 26 © 2006 IBM Corporatio Corporate branding in the age of 27 © 2006 IBM Corporatio Corporate branding in the age of 2.We can s roups listen better Media: corporations to listen to what had few opportunities outside of fo their audiences thoughtabout the brand ial Media: with employees,shareholders, customers, supp partners all publishing about the brand, corporations have opportunity to listen to what they have to say 28 © 2006 IBM Corporatio Corporate branding in the age of 29 © 2006 IBM Corporatio Corporate branding in the age of e can Mass wasted create and share the (if it’sthat sort of brand) brandwith them Media: corporations indulged fantasies of control, pouring resources into fruitless attempts to dictate the brand cial Media: social media present an opportunity for corpora change attitudes. We can’t control. But we can influence. By itingthe audience to create and share the brand with us, we hope for maximum influence 30 © 2006 IBM Corporatio Corporate branding in the age of And by listening 31 and sharing… © 2006 IBM Corporatio Corporate branding in the age of …we haveashot at making secure and more healthy our brands more Brandsareat theirstrongest and healthiest and most secure when the stories wetell about ourselvesare the stories our employees and ourcustomers and our suppliers tell about us… …andsocial media allow storytelling 32 us to share the © 2006 IBM Corporatio Corporate branding in the age of An agenda for change 1. Don’ttry to segment your audience. Nurturea brand hichemployees,customers and all constituencies ca relate to, emotionally and intellectually 2. Provideemployees with themeans to tell their own stories about the brand, and in their own words n. Listen and. Listen shareholders are towhat employees aresayingabout t to what customers,partners, suppliers saying about the brand 4. See 1. ere 33 there is potentialfora influence positive outcome, engage © 2006 IBM Corporatio