Brand Marketing: How to Build Meaningful Customer Relationships Online | Josh Sklar | Skillshare

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Brand Marketing: How to Build Meaningful Customer Relationships Online

teacher avatar Josh Sklar, Digital Marketing Pioneer

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

10 Lessons (44m)
    • 1. Introduction

    • 2. What’s Different About Digital?

    • 3. The Opportunity

    • 4. How Not to Do it

    • 5. This is How You Do it – Part 1

    • 6. This is How You Do it – Part 2

    • 7. The Tools You Should Be Using – Part 1

    • 8. The Tools You Should Be Using – Part 2

    • 9. The Tools You Should Be Using – Part 3

    • 10. Conclusion

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About This Class

Who should take this class?
Beginners or people who'd like an overview of digital brand marketing.
This is a time when we should be using the Internet, apps, digital assistants and AI, mobile, social, live streaming, geolocation, native advertising, personalized content, the Internet of Things (IoT), augmented reality, gaming, and the rest to add dimension to our brands’ unique personalities. When marketers begin to realize that they should not be freaked out about not understanding how to be instantly successful with digital marketing, they have a chance of recognizing the opportunity in front of them. They can speak one-on-one and one-to-many in their own voice, using traits that are a core part of their brand, as much as their customers’ traits are a central part of their own personalities. One that is even more powerful than television or print for telling a story.


Meet Your Teacher

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Josh Sklar

Digital Marketing Pioneer


As global digital Creative Director for several ad agencies owned by WPP – the world's largest advertising and branding company – Josh Sklar’s commitment to breaking new ground led to an unbroken run of successful, results-driven, award-winning digital campaigns for some of the world’s most prestigious brands, including: Heineken, Nokia, Cisco, Visa, Coca-Cola, HP, Discovery Channel, ESPN, Singapore Airlines, Pfizer, General Motors, HSBC, and the US Department of Defense.

Most recently Josh served as Global Creative Director and Director of Digital Strategy and Operations for Enfatico, WPP’s “all-star” initiative that assembled the network’s top talents to lead worldwide integrated campaigns for Dell as agen... See full profile

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1. Introduction: Hi, I'm Josh Klahr. Welcome to the class brand marketing. How to develop meaningful customer relationships through digital A little about me. I was the founding creative director for the very first and most awarded digital advertising agency in the entire Asia Pacific. And then I was the for many years the global digital creative director for WPP, the world's largest advertising company. And now I run my own branding marketing agency here in Austin, Texas, called heresy. We go against the status quo and try to do things a little bit differently than the large agencies in this class. We're gonna teach you a lot of things, starting with the difference between traditional marketing and digital marketing and why digital marketing is better suited for developing a brand personality that can create a riel impact with your audiences. We're gonna look at the different opportunities that will result from you doing so as well as different examples of how not to do it from some of the big companies like Dell and Walmart and Sony, and then some examples of how you really should do it from great companies like Jet Blue and Dominoes and Netflix. We're also going to take a look at the myriad of different tools that are at your disposal and how you should really iterated and try and be brave to use these tools and see how your audience responds and you know, doesn't respond so that you can really develop that contact with them. That's gonna result in a sale. So sit back, watch the presentations and I know you're gonna learn something. Thank you very much. 2. What’s Different About Digital?: Okay, so thanks for joining the class. Just to recap, we're gonna learn about why digital is fantastic for building meaningful customer relationships and why traditional really isn't so. Why is that? Well, in traditional media, be a TV radio printer. Direct. You're just talking at your target audiences. You don't have a chance to have a conversation with them because it all flows in one direction from the brand to the audience. There's no way for you to respond back to your TV or yell at your radio. You can do that, but your brand isn't necessarily going to hear you unless you yell very loudly. And the attachments with rational and emotional that are formed are very much one dimensional in nature. And here we have today's world where people's expectations because of their addiction to their mobile phones and to their desktop social media. It's very different. They have much higher expectations. They are quite demanding, in fact, and that's why digital media is so wonderful. The brand can express itself just like a personality, just like the audiences personality. People can respond to the messages, and then the brands can respond back to them In all in these environments in which the audiences are very familiar because of their obsession, and they're very comfortable so they can be themselves. And so brands have to be themselves as well, since it doesn't cost so much to just type of message. After all, as a user of in consumer of these platforms, you don't pay anything. And so the brands also don't have to pay anything. And this is what cement as organic. It's a natural occurring phenomenon. You don't have to pay to do anything. And because of that, the brands can reach out as often as the customers really desire them to. And hopefully there won't be over talkative. They're also able to offer amazing things to their audiences that you can't do in traditional media, at least not very easily. People are looking for information, entertainment and utility, and so although you can just have as a brand many normal little conversations and quips and things to build up your personality, you can also add to that all kinds of incentives you can give them access to things that normally wouldn't have, and immediately you can give them discounts. You can present desirable content that they're searching for, and you can offer customer service in a manner that's truly helpful and supportive, just like the people actually want from you. You don't believe me. Talk to United. 3. The Opportunity: Digital is a very, very powerful channel. And although there are some who would argue that not very many brands have been built using strictly digital tools and platforms and techniques, and that there have been tens of thousands of brands that have been built using strictly traditional media, mostly because it's been around a lot longer, Uh, this is the 21st century. And it would be very foolhardy to ignore the fact that so many people are using these digital platforms all the time, checking them every few minutes all throughout the day and night. First thing when they wake up right before they go to sleep. So you really need to look at how you can translate your brand in a way that it can actually flourish through these online platforms. Now the first opportunity you have is the ability to strengthen the relationships you have with your current customers and with potential customers. People have so many choices in each of the categories that exist all these different verticals, but you'll see, of course, on Facebook instagram Twitter that people are always asking their friends and family and colleagues the people that they know and that they trust. Which product would you recommend to do this? What service provider is best at that? They want to know that people have a personal experience and that's they don't have an ulterior motive, and they'll just make a recommendation based on the relationship that they have with you. So if a brand can interject themselves as an individual and come across in a positive manner, then the brand will become a trusted friend. And when you put out a message about your product or service, people will trust you just like they do the people they went to high school with. So that means you have to engage your potential and current customers. As an individual, you can't dimensional eyes your brand. You can imbue it with a rich riel personality. Instead of doing what most companies do, which is to transmit using corporate speak. You can speak to a person one on one, or you can speak to many people in this Facebook mail trip. Example. You'll see that mail chimp is going through their comments and talking to people. They're not just putting up canned responses. They're actually speaking to the people who are asked him questions, and then they're providing them with information opportunities or just some fun little thing. It's very important because you want to be seen as a human and not as a faceless corporation. Digital can put a face on it, and not just in pre sales, but in post sales. Because there is nothing worse as a customer that you've been convinced to buy a product or you've engaged in the service and something goes wrong and then you call them and they read from a script and you ever been sure they're in the same part of the world, is you? And they have this very cold demeanor, and they may kind of ignore what you have to say. The companies that do it crop properly online are the ones that actually listen to what you have to say and engage you as a human being, one human being to the other human being. And when you do that, not only are you solving their immediate issue, but you're providing this wonderful opportunity for them to then crow about it and talk to as many people as they can about what a wonderful thing it waas because most people they want their friends and family and the people they know to also have a positive experience. So if they encountered a problem and you spoke to them and show them the way and provided them something useful, they're going to tell people about it. When you do that, the next time you want to buy something in that category, you're going to become a top of mind brand. If you're gonna go and buy a car or you're gonna hire air conditioning repair person or you just need to go out in the world and do something, your brand is gonna be in their mind. And this is something that advertisers have been spending millions of dollars trying to do by throwing out messaging and hoping it washes over somebody at the right moment so that you're in the consideration sets. But if you are doing all these wonderful, positive things as a human being, you're going to be who they think of first. And as I said in the earlier module, online people are looking for information, entertainment and utility. That information could be what their friends and family are up to. It could be news stories about what the president has done lately. But it could also just be stuff they didn't know before. And of course, people are always looking for the next viral clip. And they're also looking for tools to be able to do something. If you, as a brand are providing them with wonderful examples of all of these, then people are gonna follow you. They're gonna look for you instead of you having to go into your budgets and spend ah whole bunch of money hoping to find the right target and then talk, act. Um, here and digital, you have wonderful opportunity to be a person and to be a trusted member of their consideration sex. 4. How Not to Do it: As long as there has been a digital channel, there have been brands who have been doing it completely wrong. And there are many great examples of this. What you don't want to do? Of course, it has come across as needy. Please, friend. Us on Facebook, Like us. I need to be light. Yeah, that's what I look for in a brand clingy and emotionally needy or hey, we just tweeted that we Facebook that we Google. Plus that we blogged that we sent you an email newsletter with an update. Yeah, good for you, Yogurt brand. That's what I want to hear. I don't want to hear about something that's useful for me. I want to know what you're doing in order to try and contact me now. Sony a few years ago tried to capitalize on the youth market by pretending that they were the youth market. So they had an actor pretend that he was trying to convince his parents to buy him this wonderful TSP through this campaign. All I want for Christmas is a PSP, and they created videos in a fake block website and even graphics like this fake money all ostensibly to be a child. A teenager who was trying to get the parents to buy him his heart's desire, which happened to be a PSP. But it came across as so fake, so obviously written by people who were not hip and cool that it became marketing joke. Yes, yes. So crazy. They totally amazed me. Got ask my mom for one. Yes, I want when I'm walking down the street. Come on, Mama. Dad, Get Yes. Yes, yes. Yeah, that That was really, really Try to pretend that that was a kid convincing his parents by doing the worst rap video in the history of the world. It was so bad that people responded by writing cartoons and doing response videos and writing the room blog's and showing that they weren't falling for one bit and that it was very atrocious. And once they were caught, they still didn't let go. They tried to write also in that same lane, fashion busted, nailed, snagged. As many of you figured out, maybe our speech was a little too funky. Fresh Peter isn't a real hip hop maven on the site was actually built by Sunni. I mean, it was just ridiculous it became the butt of of so many jokes, and it didn't stop there. Others follows along. For instance, Walmart tried to create the hub, which was supposed to be a place where pre teens and Tweens girls were writing about their wonderful experience shopping at Walmart for all their fashion needs and how their friends just loved it so much. But it was written in a way that it was clear that it was really a 55 year old guy with the cigar sitting in a room, typing on a typewriter instead of riel young girl talking about her honest experiences. There was no authenticity president anywhere here. And it's not just the idea of not going out and finding a Rheal person who fits that demographic and psychographic paradigm and having them actually do it, to be honest with it. Sometimes they really have no idea how to speak to their audience. And one of the campaign's I am thinking about I was actually involved with It was Adele Campaign that was targeting women. They realized that one of their demographics was sort of underserved in people who were female. Between 18 45 we're not buying as many Dell computers as men were. So the answer was to create a website for women. And even though there were literally 30 women in the room and there were only two guys, they still managed to you create this travesty. So instead of thinking of women as just regular people who have the same needs as anybody else and simply talking to them in a way that's again authentic to the way a woman might want to hear a message or respond to a message, these women decided against our better judgment in our warnings to do all the cliche. So use the computer as a fashion accessory. Talk about diet tips, and to really play upon all the stereotypes of women instead of the reaction was immediate and visceral. There were articles all around the world that said things like this. NBC News one. Let's market PCs like it's 1959 instead of 2000 and nine, and they were just torn apart by it. But brands have not learned their lesson. In fact, just last year, uh, Vera Bradley released this campaign called Hashtag. It's good to be a girl where they had a lot of horrible cliches that really showed that they didn't understand women. That moment, when a gentleman offers you his seat, it's good to be a girl. It's very important that a brand take the time to actually understand their audiences and not just go by stereotypes to really think about what it is. Somebody is looking for what they need, how they would appreciate being spoken to instead of the way some newscasters and others have been treating women and our politicians and, uh, being very, very obvious with what their motives are instead of actually trying to provide people with what they need. 5. This is How You Do it – Part 1: in the last module, we saw some brands that weren't very successful, building up their brand personality and presence online. In this, we're gonna look at brands that have been successful. But first, it's important to understand that digital simply isn't another channel. It's what we call the red thread that runs through everything that you do. You shouldn't look at digital in isolation. It's just another means of communication. However, it's an effective means for directing people to communicate and respond. It's a very useful tool, but it's not the only tool. And while people are looking to create the next new viral video and there are many different triggers that they can use here on this chart, you can see many of them. There's no guarantee that something will become viral. In fact, very few people can predict what they dio is going to actually work. You can make your video shocking and sexy, original, illuminating, and you'll may you may make it and you may not. It just depends. So the most important thing, though, is to be honest. In this example, the American Red Cross, the social media manager, was clearly using a tool like hoot suite, which allows them to manage multiple accounts, including a personal account. In this case, that person confused. The American Red Cross is official accounts with their own and, uh, tweeted something about getting pretty drunk with their friends. Now, in many cases, a corporation will take a very long time to figure out what to do about this, and then they'll respond inappropriately so they may convene their board or all their managers for a couple of weeks before they decide what to do. In the case of Chrysler, which had something very similar where their social media manager had a bad experience in traffic and decided to live past all drivers in Detroit, where all the major auto manufacturers are, they waited a couple of weeks before they responded. And the response was simply to fire their social media company, which did not really sit well with many people. In the Red Cross's case, though, they took just a couple of minutes to respond. Hey, we've deleted the rogue tweet, but rest assured, the Red Cross is sober and we've confiscated the keys. This response was so enduring to people and so honest that they actually increased their donations to the Red Cross. Many fold, and they responded to the tweet and really appreciate it. And they really built up a good relationship with what was before a worthy cause, but just a faceless entity. And now they see that they're an actual, the actual people, and they responded appropriately. The same is true of another brand where people were very angry because the American government had bailed out the automotive industry and the banking industry. But they saw that the executives were still taking a lot of liberties, including major bonuses and flying on private jets on the taxpayer's dime. So JetBlue listen to what people were saying about this, and they created Siris of offline and online ads that invited all the C suite, the CMO CFO CTO is and see Eos to instead of riding on those expensive private jets to go on their affordable and comfortable airlines, so they really endured themselves to people by understanding their frustration and what these executives have been doing 6. This is How You Do it – Part 2: in another case, Netflix, which is really good at understanding social media. They've done a series of things in this case and Twitter, where they listen to what people have to say, even if it's just to comment out of the blue like I love you Netflix by taking their medium , UH, which is movies and entertainment and responding to people in fun ways using those tools. So in this case, they took dirty dancing and said, Like Baby loves Johnny U in Netflix, or even when another brand tries to capitalize on on, um and tweet something out like Taco Bell did. So talk about Netflix date tonight? Netflix responded, Hey, no date night is complete without a mix tape, and they linked to another social, a tool Spotify, and actually created a mixtape using movie soundtracks that were very smarmy and people really appreciate it. And they joined in the fun, and they see that Netflix has a sense of humor and understands entertainment. The same is true with, uh, when the Republican presidential debates were on TV and they were monitoring it just like their viewers. They asked a question of the candidates which women should be on the $10 bill, and they responded with Hey, the correct answer is clear Underwood from one of their original shows about politics. So they quickly insert themselves into the conversation and do things that people can really appreciate, even if it's very personal. Like when somebody without even tagging Netflix said, Watch Netflix or study for finals decisions, decisions. Netflix is obviously searching for their name, and they said, Hey, let's put together something with the live streaming service like periscope and have some fun So they said, let the guinea pig to side. So they had a guinea pig and they had to areas with food on it, attracting the guinea pig to study or Netflix. And there was so entertaining that even very well known Internet personalities like Chris Sacca responded to it. Even something like a Netflix and Chill, which many corporations would shy away from that flicks embraces its not scared off by it because it really understands the zeitgeist. What's going on out there in the greater world, what people really respond, Teoh in what turns them off, you may embrace it. It's really exciting. Then we have the Marriott Hotel groups, which are not as, ah endearing in that manner, but they understand that when people come to their hotels, they're looking for entertainment as well. So they took the idea of taking leading edge technology that really interest people and focusing on what it is that people might be looking for when they travel. So let's say that you're in your hotel room, you're on a business trip or it's just a, uh, a bad weather day. So they have this thing called room Service VR room service that they'll set up this ah virtual reality system for you. Which, as you can see, is just a phone snapped into goggles. And they've gone to places like Rwanda or Chile, and they've recorded these virtual postcards with people narrating their experiences and showing you what these countries air like. So whether you're trapped in your room, we don't have enough time on your business trip to go out and see the country or you just want it experience travel around the world. They give you this amazing opportunity, using this technology to do just that. They truly understand what their audience is air looking for. The same is true in a different manner from dominos. Dominos was very aware of what people have been saying about them over the years, and with social media, it just became all the more present to them. They saw that people were saying that their pizza was wet and flavorless that tasted like cardboard. But instead of arguing with them, they decided to make a brave stance, and they decided to change their formula that change their recipe for their sauce and their crust. And then through online and offline techniques. They did a bunch of ads that said, Hey, we changed our crust. We changed our solace in her cheese and hopefully your mind, but they didn't just go and change the recipe and let people know that they listen to them . They actually changed the way their whole business operated. They put out their pizza tracker. So if you order online, you can actually see what stage your pizzas in. So you're not wondering about it is that in the oven isn't on its way? When's it coming? They allowed ratings and reviews so people can see what others have enjoyed, just like on Amazon, and they've also really pushed into social media to the point where they have 17 million followers on Facebook, and they just started Instagram account less than a year ago and already have over a 1,000,000 followers. And all in all, they have over 150,000 social media interactions a month, which means they're actually responding to what people are saying both positively and negatively, not shying away from it. And they're embracing it, and it's really doing wonders for them now. If you're a smaller company and you see a large company spending a lot of money in time doing something like this, you can also capitalize on it the way that Anthony's pizza and Pasta did by saying, Hey, we've never had to change our recipe because it never sucked. So they're putting their own voice out into the mix and getting some benefit from all the publicity that Domino's was garnering with their big change. So you can really do a lot of good if you just listen to what people are saying about your online and respond to it in a fun, appropriate manner that gives a face to your brand in your personality 7. The Tools You Should Be Using – Part 1: Which tools should we be using when we're talking about establishing a relationship between a brand and a customer? Well, the first thing to remember, of course, is what we talked about last time, which is digital was the red thread running through everything, so you shouldn't look at it as an isolated media. That means when you are working with your traditional media, you're just using digital to pull people along and direct them to a conclusion whether they're closing the loop on a sale or being directed to customer service or other information that might help them make a decision. So the tools you should be using our all inclusive, But we're gonna be looking at some of the the online areas here. And of course, one of most powerful is social media, both organic and paid organic being those natural conversations. When you as a brand, listen to what your consumers are looking for and you respond to them and then have a conversation back and forth with um, and paid opportunities where you can have a sponsor, tweet or Facebook, post your instagram on a track people or informed people who might otherwise not have seen you. And then you can garner the feet back and direct into purchasing choices. And what not you have geo location or geo fencing. This is when someone is out in the real world and you've established an area using GPS. So when they enter maybe a shopping mall area or just a particular part of town, you can reach out to them by sending a message to their phone and letting them know that, Hey, if you go into the ice cream shop, you'll get 20% off right now. Or if you go by the flower shop in its Valentine's Day, it can give you a very special offer or even alert before Mother's Day, or where Valentine's Day comes up that grows is go quickly. But if you come in now and we'll make sure that you get them so it's a personalised approach in a location specific area that gives them very good value. And speaking of personalized, there's nothing like personalized content or curated content where you know that your particular audience has these interests. So you're pulling together content for them. Either you're creating it or you're aggregating it from other sources and presenting it to them so they will keep coming to you. Or you can ask Coca Cola did personalized the bottles and share Coke with yourself for one of your friends that has that name and make the experience all the better, because it shows that the brand is again listening to who you are and understanding who you are and then providing you with what you would like, as opposed to providing something to the masses and hoping you're one of the people who find it interesting. We saw on an earlier module the Marriott Hotels example of the VR room service. Well, there are ways of taking this virtual reality or augmented reality in immersing people in their shopping experience or their information gathering or entertainment experience and combining it with utility. So if you walk into a shoe shop and you hold your phone over the products, it can tell you all sorts of information about them, so you don't have to go and find somebody to help you and explain things and wait around waste time. So whether you're walking down the street and you want information as a tourist about your surroundings or to be directed to a restaurant or a shopping location or whether you're in a store and you're looking for information about a product, even what somebody is wearing, it can. It can lay this information over and allow you to tap into it and maybe even buy it right there through your phone instead of having to go through the traditional process of purchasing. 8. The Tools You Should Be Using – Part 2: we have these digital assistance, like the Amazon Echo or Apple, Siri or cortana from Microsoft, these tools that will allow you to do a myriad of things from the comfort of your own home or office, all by voice. Voice activation. You can order one of those dominance pizzas just by talking to your Amazon echo and having set up your favorite, the pizza combination bundle or your location. And if your brand, you can either create a special application like that into the devices, or you can do a misstep like Burger King, who had a TV commercial that would activate their Google home device, are your Google home device and tell you that the whopper is this wonderful, a product that you should get because it was reading the Wikipedia page on the water for. But Burger King didn't really take into account the way people act online. So when they saw this and they were kind of irritated that they would try to activate your home digital assistant, they went into Wikipedia and changed it to say very unflattering things about the whoppers , so that when the commercial came on in your your Google home device, activated. It said things that Burger King really didn't want it to say. So you have to be cautious when you're trying to use these tools and go through the right systems in the right approach on. Hopefully in a way that at hackers Air just punks won't a hijack your effort. We have tools that are not as exciting as a digital home assistant, like search engine optimization or S CEO. But they're very key to doing things like personal branding or corporate branding, because people start there their experience online, trying to find something through search engines. And if you have put in the right keywords, you created the right content or done the right cross linking to other sites. You can make sure that when somebody's looking up information that you're the one who is providing it. Are you coming up first in the list? Or that You know, when somebody is doing a keyword search that your website is the first thing that they see ? So it's It's very critical as you develop your personal or corporate brand that you were tied to the right sorts of searches so that you are again in the consideration set and look like. And experts email Marketing is something else that's been around forever, and people thought it was pretty un cool or dead. Because kids don't use email anymore, they just text. They don't even use voice mail. But it's not true. Email is still king. It's it's it's heavily used. It's one of the number one. That is the number one activity that people use on smartphones is they check their email, so you have to make sure that you are doing things that people are using. And you want to make sure that your subject line is compelling enough to be opened and when it is that you have a message that's not just some boring corporate statement that's talking again at people, as we keep saying but is conversational in nature or that showcases the personality of the brand and keeps people wanting to read and also has lots of embedded links so that you can move them from the email to someplace really can actually take action. Gamification is a very crucial area because when people are online, they like to have fun, and part of that fund is having competition. So if you can provide them a means for sharing what they're doing and inviting others to do it as well and see who's doing it best. Then you're gonna keep their attention longer. You gonna have that brand in front of them longer and you're gonna become more memorable. So whether you are producing a shareable little widget on Facebook or something that says, you know what is your take this quiz or what is your funny name? Or, you know, whatever little thing that we've all been experience you know on these on these platforms, or whether it's an actual game that you include on your website or in your social media channel that allows people to directly compete for points. Uh, you really need to look into doing it. And then, with online gaming, you can embed your brand inside their through product placement or sponsorship so that you're associating with fun or action or love or whatever it is. The topic might be 9. The Tools You Should Be Using – Part 3: live streaming and video are among the top activities on Mobile. Um, there many, many ways we talked about periscope and Netflix In the last module. There's a meerkat. There's Facebook live. There are all kinds of ways that you can get out in front of your your followers or your friends, your consumers by being out in the real world and again showing yourself to be a real person and involving them in many different ways, and having a live stream where people can actually respond and send hearts and things that show that they like it. Or put comments and talk to other people at the time and create an event. Whether it's hey world watching the same movie and commenting Or there's this grand opening or were at the steam park or were on a travel adventure. And you can bring people along with you, uh, again helps you develop a real personality that's exciting, and then you can save it as a as a video that can be played later as well, where you can develop video content that can be shared around and one of the oldest trends , which was big for a long time. and still is, is native advertising where you are paying to you. Sometimes you pay, sometimes it's organic, but you are appearing with your marketing message. As a regular person, people are blind to overproduce slick presentations these days. They like the authentic nature of social media. So you've got to insert yourself into their new stream or whatnot as anybody else. And if you do that and it says sponsored or it's clear that your brand because of your name , people won't be repelled by it, they'll just appreciate the fact that it's not a commercial interruption in a different format that's disjointed or causing them to come out of what they're doing. It just goes along with the flow, and so it's acceptable. And then there are just so many others. There's the Internet of things, which allows you to control devices as we see in the background motion sensors, lights, which dimmer security and alarm systems, remote controls your control, your DVR. It takes the Internet and it puts it into things, so it makes the rial world as acceptable and fun and interesting as your online world. You have, of course, mobile APs. You have retargeting which allows you when somebody sees your ad or goes to your website, they'll see messaging from you as they travel throughout the Internet. You have blog's and social media monitoring, so you can hear what people have to say about your brand and with what intensity and positive or negative and what frequency you have. Editorial calendars that let you plan your social media in a cadence that's acceptable. It's not too much. It's not too little. You have a good mixture of the kind of content that people are looking for and you know when you're supposed to put it out there online PR influencer marketing where you have people who others look up to saying something positive about your brand and hopefully again , it's an authentic way. It's not something that they're being forced to do for money, and it comes across as insincere. But it's something that they really enjoy and appreciate, and they're sharing with their followers the way that your friends do with their friends, or you is a brand who's become a friend can then dio, so there's so many different options here. You've got to experiment with the mall and not be afraid of trying, you iterated. You put it out there and see how it goes. And if it works, you do a little more of it and you change it up and see what the reaction is. And if it works, you do more of it. And if it doesn't no horror. You just move on to something else. But you've got a trial. 10. Conclusion: summing up what we've learned, we've understood that we need to leverage the audiences existing behaviors. We have to see what it is that they're doing, listen to them and then create content or experiences that are compelling. Share a ble, customizable, repeatable and especially desirable. Instead of forcing our content on them or our point of view, we see what it is that they're interested in. And then we create something that is true to our brand that's tied to what we're doing but still fits within that paradigm, and we give it to them. We've learned that the out of today doesn't interrupt the entertainment. It's actually the entertainment. You're putting out a message that you want them to be receptive to, so you make sure that it's informative, interesting entertainment or utility people. You don't trust advertising. They trust their friends. They only trust brands that come across as sincere the way their friends do. And so that's what you have to be. You can't just market to them by sending them a message in having them receive it. You need to be able to understand that it is communication of 1 to 1 or one to many where you or just another person within the conversation person, person, brand, person, person, person, brand to a person, there's no distinction. There's no difference. Clearly, you do have a motive, but then everybody has a motive, whether it's just because they're lonely, they want to be friends. They want to seem like a big shot. They have a question. There's no reason you can't be in that mix in that same authentic way. The future definitely belongs to the brave, not just with those with big media budgets. It's the people who experiment, who try new things, would get in front of people and exciting, interesting new ways that become memorable not simply but how many times somebody's exposed to your message before it sinks in. In the old days, they used to spend 90% of their budgets on media buys and only a 10% on whatever content they're developing. Today. It's the opposite. We spend 90% of our budget and our time developing interesting content and then just 10% on the media by because we have all these organic options, so don't just advertise these messages. We need to add value for our customers our potential consumers through the products and services that we're offering them. Because if I tell my social media friends about your brand, it's not because I like your brand, but rather because I like my friends. And again, hopefully, the brand will become one of the friends you know people have passionate, whether it's sports or politics or cooking or their friends or sleep or Children or what not. So what you need to do is a brand is you need to play a bigger and more meaningful role in their lives by sharing those passions or even their enemies, and by enemies. It could be wrinkles. It could be it could be. In this example, Nike saw that London had the North and the South. We're sort of at odds with each other, so they organized this big race. They had people he organized online. Had people go in the real world that gave green shirts and our insurance, and they said, Let's have a big race and see who's best once and for all. As Charles Darwin said, it's not the strongest of the species that survives, nor the most intelligent that survives it is the one that is the most adaptable to change. So embrace that change. Trying new things become friends with your consumers. Don't just talk at them. Give it a shot. Take control of your destiny. Try these different tools. And I'm sure you're gonna have a fantastic relationship with your consumers. Thank you.