Brand Management in the Conversation Age


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Presented by Angela Connor to the Executive MBA class at UNC-Chapel Hill's Kenan-Flagler Business School on Friday, June 25, 2010.

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  • These are actual comments and conversations taking place on Social Networks. – Discuss my meeting w/Golden Corral and hjow they were stunned about these mentions.
  • The cost to the Domino's national brand equity over the long term is still undetermined.
  • Brand Management in the Conversation Age

    1. 1. Brand Management in the Conversation Age<br />June 25, 2010 <br />Executive MBA Program, UNC Chapel Hill <br />Angela Connor | Social Media Manager, Capstrat<br />
    2. 2. Who controls your online brand?<br />You<br />Your marketing department<br />Your employees <br />Your customers<br />Happy <br />Disgruntled<br />Indifferent<br />Your clients <br />Bloggers <br />The general public<br />
    3. 3. Who controls your online brand?<br />Ask United Airlines<br />
    4. 4. A New Social Brand Experience<br />Transparency and openness “Let’s talk”<br />Direct consumer interaction<br />Shifted expectations <br />Increased consumer influence <br />Larger audience reached in seconds<br />
    5. 5. Consumer Sentiment <br />ourdee: Managed to control my gluttonous urges @ Golden Corral, though I did have 2 plates of 'endless baby back ribs'. Salad w/ fat free dressing?<br />Mike Pavlik ...Anybody want to go to Golden Corral with me on Sunday? Just a warning tho..last time i was there for over an hour. I also bring a small baggie so i can take home a few cupcakes, and i also bring in my own little bottle of skim milk and my own spray butter...which true story by the way back in 07, the manager came outside ... See Moreand said, this your butter? You left it on the table." Ha, what a manager!!!!<br />Greg DeeWhy are there a million people at the gym this morning? Did Golden Corral have a 2 for one special last night?<br />Eileen HoffmanTaking Mum to see Disney's "Oceans" today and then out for a bite at Golden Corral. Hope the weather holds up<br />Julio LatigoI am looking forward to the buffet at Golden Corral! Meatloaf is calling my name....this is what happens when you unintentionally miss breakfast.<br />
    6. 6. Consumer Sentiment <br /><br />
    7. 7. Consumer Sentiment <br />
    8. 8. Description: <br />A site to arrange <br />piss ups for <br />former Borders people!<br />
    9. 9. Domino’s Fallout <br />“The perception of Dominos' brand quality went from positive to negative in approximately 48 hours.” <br />-Online research firm YouGov<br />“65% of respondents who would previously visit or order Domino's Pizza were less likely to do so after viewing the offensive video.” <br />-HCD Research<br />
    10. 10. But don’t let that scare you….<br />
    11. 11. People want to connect with other people<br /> People want to connect with brands<br />We’re human – We need to connect <br />
    12. 12. Where do you start?<br />
    13. 13. Accountability is Key<br />YOU ARE MORE ACCOUNTABLE TO YOUR BRAND PROMISE NOW THAN EVER BEFORE!!!<br />Customer Reviews<br />Twitter Posts<br />Social Updates<br />News Stories<br />Blogs<br />Videos<br />PodcastsAppsGames Reviews<br />Micro-social Networks<br />Product/Comment Ratings<br /># of Engaged Consumers<br />
    14. 14. Let go and <br />gain more<br />
    15. 15.
    16. 16. Brand management in Web 2.0<br />The best brands are built inside-out<br />Listening can be a powerful differentiator<br />Offline experience impacts online brand<br />Protect your brand in crisis<br />Use engagement to change perceptions<br />
    17. 17. A branded campaign vs. the brand <br /><ul><li>Continued shift to more focused brand campaigns.</li></ul>•Instead of visiting they say to visit<br />•Campaigns that promote products as well as your social awareness.<br />•Consumers are more interested in what you give back to society.<br />•Creating brand experiences that go beyond your product<br />
    18. 18. 1. Brands are built inside-out<br />Engage internal stakeholders<br />Establish guidelines and processes<br />Manage internal expectations<br />Training throughout organization<br />
    19. 19. Discussion<br />Who owns social media?<br />
    20. 20. 2. Listening as a differentiator<br />Where are your target markets congregating?<br />How and what are they communicating?<br />Who are the influencers?<br />What are their pain points?<br />
    21. 21. Begin by listening<br />Training and<br />Practice<br />Companies should use social networks to:<br /><ul><li> Solve my problems (43%)
    22. 22. Solicit feedback on their products and services (41%)</li></ul>Source: Cone, 2008<br />
    23. 23. Don’t just listen - act<br />
    24. 24. Discussion<br />Other examples where listening is a brand differentiator<br />Challenges and risks of this approach<br />
    25. 25. 3. Offline experience drives online reputation<br />Match the response to the situation<br />Be nimble, be quick<br />Showing up is half the battle<br />What happens on the web stays on the web<br />
    26. 26. Power to the People<br />
    27. 27. 4. Protecting your brand in crisis<br />Establish monitoring system<br />Create crisis response<br />Practice makes perfect<br />The best defense is a good offense<br />Take a long-term approach<br />
    28. 28. Discussion<br />Are you prepared to protect your reputation?<br />Who in your organization has the responsibility for online reputation management? <br />
    29. 29. Name Your Dream Assignment<br />
    30. 30. Going viral on a shoestring budget<br />
    31. 31. Generating earned media<br />
    32. 32. Name Your Dream Assignment<br />
    33. 33. 6. Changing brand perceptions<br />Know your brand legacy<br />Engage with your audience<br />Tap into existing communities<br />Evaluate and learn<br />
    34. 34. The Power of Engagement <br />
    35. 35. Discussion<br />Other examples where social media are used to increase the perceived value of a brand.<br />What are your favorite examples of brands who are using social media to drive business.<br />
    36. 36. Begin by listening<br />Final Thoughts<br />People are talking whether you like it or not<br />Understand we live in a new day with new rules and expectations<br />We live in very exciting times<br />Training and<br />Practice<br />
    37. 37. Thank you! Questions?<br />Angela Connor, 919.573.6307<br /><br />Twitter: @communitygirl<br />LinkedIn: AngelaConnor<br />