coporate branding in the age of youtube

coporate branding in the age of youtube

اسلاید 1: © 2006 IBM CorporationCorporate branding in the age ofBen EdwardsDirector, IBM New Media Communications

اسلاید 2: 2©2006IBMCorporationCorporatebrandingintheageofAboutBen§Formerjournalist:14yearsin“legacymedia”§NineyearsatTheEconomistasreporter,foreigncorrespondentandeditor§May2005:joinedIBM§August2005:launchedIBM’spodcastingprogram§April2006:appointedheadofNewMediaCommunications§OverseeNewMediastrategyandcorporatepolicy

اسلاید 3: WhatisNewMediaCommunications?3©2006IBMCorporationCorporatebrandingintheageofRolesandResponsibilities•EstablishsocialmediaskillsamongIBMCommunicationsteamsaroundtheworld.Developenterpriseapplicationsforthesesocialmediacapabilitiesacrossallcommunicationsdisciplines,frominternalcommunicationstomediarelationsandmarketing•EstablishthebusinessvalueofNewMediaCommunications,demonstrating:•Lowercostsandimprovedeffectivenessofexistingcommunications•Innovationincommunicationstoconnectwithaudiencesindifferentways•EstablishIBMCommunicationsasavaluedresourceforthecorporationasitadoptssocialmedia

اسلاید 4: WhyNewMediaCommunications?4©2006IBMCorporationCorporatebrandingintheageofSocialmediaisgainingrapidacceptanceasaninexpensive,easy-to-usesetoftoolsforcreating,sharinganddiscoveringinformationandsocialconnectionsWikipediahaspublished5marticlesin229languages200,000videosgetuploadedtoYouTubeeverydayiTunesliststensofthousandsofpodcastsTechnoratitracksmorethan50mblogs

اسلاید 5: WhyNewMediaCommunications?5©2006IBMCorporationCorporatebrandingintheageofInsideIBM,socialmediaisalsogainingrapidacceptanceamongIBMersasaninexpensive,easy-to-usewaytocreate,shareanddiscoverenterpriseinformationandbusinessconnectionsBlogCentralhas24,600registeredusersIBM’spodcastingpilotlists620podcasts820,000downloadsandhasrecordedWikicentralhas70,000registeredusersDogear’s6,000usershavecreated100,000tags

اسلاید 6: BlogCentral:registeredusers05,00010,00015,00020,00025,0002003200420052006Source:Webahead6©2006IBMCorporationCorporatebrandingintheageof

اسلاید 7: Podcastingpilot:episodedownloadspermonth020,00040,00060,00080,000100,000120,000140,000160,000180,000Oct-05Nov-05Dec-05Jan-06Feb-06Mar-06Apr-06May-06Jun-06Jul-06Aug-06EpisnloadsdowodeSource:Webahead7©2006IBMCorporationCorporatebrandingintheageof

اسلاید 8: Wikicentral:registeredusers010,00020,00030,00040,00050,00060,00070,000Dec-05Jan-06Feb-06Mar-06Apr-06May-06Jun-06Jul-06Aug-06NumusersofberSource:Webahead8©2006IBMCorporationCorporatebrandingintheageof

اسلاید 9: Theriseofsocialmediaheraldstheadventofanewcommunicationsparadigm9©2006IBMCorporationCorporatebrandingintheageof§Socialmediaarenotaboutthetechnology§Socialmediashouldnotbethoughtofasnew“channels”fordistributingexistingcontentandmessages§Socialmediaofferfundamentallynewwaysforcreating,sharinganddiscoveringinformationandsocialconnections§Socialmediahavedifferenteconomics§Socialmediacreatedifferentaudienceexpectations§Socialmediademanddifferentcommunicationsskillsfromthosewhousethem§Insum:socialmediaheraldtheadventofanewcommunicationsparadigm

اسلاید 10: TheNewCommunicationsParadigm10©2006IBMCorporationMassMediaSocialMediaPublisherProfessionalpublishingSelf-publishingEconomicsHighcostLowcostAudienceMassNicheEngagementPassiveActiveVoiceInstitutionalIndividualCommunicationsPublisherEnablerMarketingAdvertisingPublishingCorporatebrandingintheageof

اسلاید 11: Corporatebrandingandthe©2006IBMCorporationNewCommunicationsParadigm

اسلاید 12: 12©2006IBMCorporationCorporatebrandingintheageofAugust2006

اسلاید 13: Brandsbeganlifeassymbolsofproductqualityandconsistency13©2006IBMCorporationCorporatebrandingintheageofJune1917July1942

اسلاید 14: Bythe1960sand1970s,brandsbeganmorphingintosymbolsofconsumeridentity…14©2006IBMCorporationCorporatebrandingintheageof

اسلاید 15: …andmorerecentlyintosymbolsofoursocialaspirations15©2006IBMCorporationCorporatebrandingintheageof

اسلاید 16: Theprevailingorthodoxy:SocialMediarepresentalossofcorporate“control”overthebrand16©2006IBMCorporationCorporatebrandingintheageof

اسلاید 17: 17©2006IBMCorporationCorporatebrandingintheageof

اسلاید 18: Intruth,corporationslostcontroloftheirbrandsthemomenttheybecamesymbolsofourdreams,aspirationsandidentities18©2006IBMCorporationCorporatebrandingintheageofAfterall,whoconstructsandcontrolsidentity?

اسلاید 19: WhowontheBeetlebattle?19©2006IBMCorporationCorporatebrandingintheageofTheengineersinWolfsburg,Germany?

اسلاید 20: …andwhenbrandsfailus–whentheirproductsandtheirbehaviorsnolongerhelpustoprojecttheidentitieswewanttoprojecttotheworld…20©2006IBMCorporationCorporatebrandingintheageof…wepunishthemmercilessly

اسلاید 21: 21©2006IBMCorporationCorporatebrandingintheageofAugust6,2001August7,2006

اسلاید 22: Since2000…22©2006IBMCorporationCorporatebrandingintheageofhaslost31%ofitsbrandvalue,or$2.9billionhaslost29%ofitsbrandvalue,or$4.7billionhaslost63%ofitsbrandvalue,or$7.4billionhaslost70%ofitsbrandvalue,or$25.3billion

اسلاید 23: Asbrandsengagewithsocialissues,brandinsecuritymaybeworsening23©2006IBMCorporationCorporatebrandingintheageof

اسلاید 24: Sowhathaschangedbetweenusandthem?24©2006IBMCorporationCorporatebrandingintheageof1.Theycancreateandsharethebrandthemselves2.Wecanlistenbetter3.Wecancreateandsharethebrandwiththem

اسلاید 25: 1.Theycancreateandsharethebrandthemselves25©2006IBMCorporationCorporatebrandingintheageofMassMedia:brandconstructionwasanegotiationbetweenthecorporationandthecustomer’swallet,intermediatedandinfluencedbythemassmediaSocialMedia:self-publishingtoolsandsocial-networkingservicesletaudiencesofallkindsdiscovercommunitiesofinterestandpublishthebrandtoeachother

اسلاید 26: Howbrandslive(anddie,horribly)on26©2006IBMCorporationCorporatebrandingintheageofOnpeopleare…•Celebratingyourbrand•Mockingyourbrand•Mashingupyourbrandwithotherbrands•MakingyourbrandperformstrangeandunnaturalactsAndit’snotjuston…

اسلاید 27: 27©2006IBMCorporationCorporatebrandingintheageof

اسلاید 28: 2.Wecanlistenbetter28©2006IBMCorporationCorporatebrandingintheageofMassMedia:corporationshadfewopportunitiesoutsideoffocusgroupstolistentowhattheiraudiencesthoughtaboutthebrandSocialMedia:withemployees,shareholders,customers,suppliersandpartnersallpublishingaboutthebrand,corporationshaveagreatopportunitytolistentowhattheyhavetosay

اسلاید 29: 29©2006IBMCorporationCorporatebrandingintheageof

اسلاید 30: 3.Wecancreateandsharethebrandwiththem(ifit’sthatsortofbrand)30©2006IBMCorporationCorporatebrandingintheageofMassMedia:corporationsindulgedfantasiesofcontrol,pouringwastedresourcesintofruitlessattemptstodictatethebrandSocialMedia:socialmediapresentanopportunityforcorporationstochangeattitudes.Wecan’tcontrol.Butwecaninfluence.Byinvitingtheaudiencetocreateandsharethebrandwithus,wecanhopeformaximuminfluence

اسلاید 31: Andbylisteningandsharing…31©2006IBMCorporationCorporatebrandingintheageof

اسلاید 32: …wehaveashotatmakingourbrandsmoresecureandmorehealthy32©2006IBMCorporationCorporatebrandingintheageofBrandsareattheirstrongestandhealthiestandmostsecurewhenthestorieswetellaboutourselvesarethestoriesouremployeesandourcustomersandoursupplierstellaboutus……andsocialmediaallowustosharethestorytelling

اسلاید 33: Anagendaforchange33©2006IBMCorporationCorporatebrandingintheageof1.Don’ttrytosegmentyouraudience.Nurtureabrandwhichemployees,customersandallconstituenciescanrelateto,emotionallyandintellectually2.Provideemployeeswiththemeanstotelltheirownstoriesaboutthebrand,andintheirownwords3.Listen.Listentowhatemployeesaresayingaboutthebrand.Listentowhatcustomers,partners,suppliersandshareholdersaresayingaboutthebrand4.See1.5.Wherethereispotentialforapositiveoutcome,engagetoinfluence