How do consumers engage with brands in an increasing digital world?

Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
Hello,
How do consumers engage with brands in an
increasing digital world?
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
Digital brand experiences are not
just about ‘awareness’, now we
are fighting for engagement, as
consumers can ‘friend’ brands.
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
The changing digital landscape is
fundamentally altering the evolving the
relationship between brands and consumers.
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
What does this
mean?
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
We need to consider these
digital /social mediums when
developing communications
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
Give your audience content they
want
http://www.kleenexmums.com.au/
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
http://www.facebook.com/TrueBlood?sk=app_146621965411207
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
Ensure that there is a way for people
to participate and engage – make it
easy!
http://thenextweb.com/socialmedia/2011/06/
30/40000-oranges-squeezed-a-facebookcampaign-to-smile-about/
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
Give the reason and tools, people will
market for you
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
‘Humanise’ your brand
http://www.facebook.com/SunnyTheEgg
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
For some brands, social now drives
more traffic than search
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
Primary Reasons for ‘friending’ a
brand on Facebook
1. Loyal customer of that brand
2. Because a friend did
3. I want to get info from that brand
Data source: Facebook Users self-reported internal data, October 09
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011
Our Social
Methodology is based on five key areas:
1. Selecting appropriate social technologies
2. Reputation management
3. Audience engagement
4. Destination traffic generation
5. Measurement to inform
improvement
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011).
Cairns, Australia. 5 – 9 September 2011