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Brand Management in the Conversation Age
 

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.

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 Brand Management in the Conversation Age Presentation Transcript

  • Brand Management in the Conversation Age
    June 25, 2010
    Executive MBA Program, UNC Chapel Hill
    Angela Connor | Social Media Manager, Capstrat
  • Who controls your online brand?
    You
    Your marketing department
    Your employees
    Your customers
    Happy
    Disgruntled
    Indifferent
    Your clients
    Bloggers
    The general public
  • Who controls your online brand?
    Ask United Airlines
  • A New Social Brand Experience
    Transparency and openness “Let’s talk”
    Direct consumer interaction
    Shifted expectations
    Increased consumer influence
    Larger audience reached in seconds
  • Consumer Sentiment
    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?
    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, sir..is this your butter? You left it on the table." Ha, what a manager!!!!
    Greg DeeWhy are there a million people at the gym this morning? Did Golden Corral have a 2 for one special last night?
    Eileen HoffmanTaking Mum to see Disney's "Oceans" today and then out for a bite at Golden Corral. Hope the weather holds up
    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.
  • Consumer Sentiment
    http://www.youtube.com/watch?v=76QFWNd0JoY&feature=related
  • Consumer Sentiment
  • Description:
    A site to arrange
    piss ups for
    former Borders people!
  • Domino’s Fallout
    “The perception of Dominos' brand quality went from positive to negative in approximately 48 hours.”
    -Online research firm YouGov
    “65% of respondents who would previously visit or order Domino's Pizza were less likely to do so after viewing the offensive video.”
    -HCD Research
  • But don’t let that scare you….
  • People want to connect with other people
    People want to connect with brands
    We’re human – We need to connect
  • Where do you start?
  • Accountability is Key
    YOU ARE MORE ACCOUNTABLE TO YOUR BRAND PROMISE NOW THAN EVER BEFORE!!!
    Customer Reviews
    Twitter Posts
    Social Updates
    News Stories
    Blogs
    Videos
    PodcastsAppsGames Reviews
    Micro-social Networks
    Product/Comment Ratings
    # of Engaged Consumers
  • Let go and
    gain more
  • Brand management in Web 2.0
    The best brands are built inside-out
    Listening can be a powerful differentiator
    Offline experience impacts online brand
    Protect your brand in crisis
    Use engagement to change perceptions
  • A branded campaign vs. the brand
    • Continued shift to more focused brand campaigns.
    •Instead of visiting AmericanExpress.com they say to visit OpenForum.com.
    •Campaigns that promote products as well as your social awareness.
    •Consumers are more interested in what you give back to society.
    •Creating brand experiences that go beyond your product
  • 1. Brands are built inside-out
    Engage internal stakeholders
    Establish guidelines and processes
    Manage internal expectations
    Training throughout organization
  • Discussion
    Who owns social media?
  • 2. Listening as a differentiator
    Where are your target markets congregating?
    How and what are they communicating?
    Who are the influencers?
    What are their pain points?
  • Begin by listening
    Training and
    Practice
    Companies should use social networks to:
    • Solve my problems (43%)
    • Solicit feedback on their products and services (41%)
    Source: Cone, 2008
  • Don’t just listen - act
  • Discussion
    Other examples where listening is a brand differentiator
    Challenges and risks of this approach
  • 3. Offline experience drives online reputation
    Match the response to the situation
    Be nimble, be quick
    Showing up is half the battle
    What happens on the web stays on the web
  • Power to the People
  • 4. Protecting your brand in crisis
    Establish monitoring system
    Create crisis response
    Practice makes perfect
    The best defense is a good offense
    Take a long-term approach
  • Discussion
    Are you prepared to protect your reputation?
    Who in your organization has the responsibility for online reputation management?
  • Name Your Dream Assignment
  • Going viral on a shoestring budget
  • Generating earned media
  • Name Your Dream Assignment
  • 6. Changing brand perceptions
    Know your brand legacy
    Engage with your audience
    Tap into existing communities
    Evaluate and learn
  • The Power of Engagement
  • Discussion
    Other examples where social media are used to increase the perceived value of a brand.
    What are your favorite examples of brands who are using social media to drive business.
  • Begin by listening
    Final Thoughts
    People are talking whether you like it or not
    Understand we live in a new day with new rules and expectations
    We live in very exciting times
    Training and
    Practice
  • Thank you! Questions?
    Angela Connor, 919.573.6307
    aconnor@capstrat.com
    Twitter: @communitygirl
    LinkedIn: AngelaConnor