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Humanizing Business and Brands
 

Humanizing Business and Brands

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I spoke at a webinar this morning about the insight that organizations need to humanize their business operations in order to successfully humanize their brands.

I spoke at a webinar this morning about the insight that organizations need to humanize their business operations in order to successfully humanize their brands.

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  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?

Humanizing Business and Brands Humanizing Business and Brands Presentation Transcript

  • Humanizing Business and Brands
    Michael Brito
    Vice President
    Edelman Digital
    Photo by agent3012
    http://www.flickr.com/photos/agent3012/
  • Humanizing Business Operations
  • Growing Consumer Expectations
    http://www.coneinc.com/content2601
    http://www.coneinc.com/content1182
  • Trust is Important
  • Advocacy
    • Advocates talk about the brand, even when the brand isn’t listening
    • Advocates are trusted among their peers and within their micro communities
    • Advocates are aiding and influencing others down the purchase funnel
    • The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact
  • Ok, so now what?
  • Brands Need to be Market Omnipresent
    • A customer journey is dynamic; they live in the their streams (Twitter, News feed)
    • People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
    • Due to the high degree of noise in the market, it’s imperative that a brand has multiple communication channels in order to get their message heard
  • Operationalize Social Media Internally
    • Culture
    • Executive Support
    • Transparency
    • Employee Activation
    • Collaboration
    • Governance
    • Policies & Procedures
    • Training
    • Technology
    • Global considerations
    • Technology
    • Collaboration Software
    • Social CRM
    • Social Publishing
  • Identify Brand “Spokespersons”
  • Corporate Versus Personal Profiles
    • Corporate profiles are more one-way focused; less conversational
    • Company news, reports, acquisitions, earnings, press releases
    • Managed by more than one person
    • Usually owned/managed by Corporate Communications
    • Company branded with logo, colors
    • Some corporate profiles are specific to products (i.e. @photoshop) and customer care (i.e. @comcastcares)
    • Links to company home page, blog
    • Company owned
    • Personal, conversational
    • Content shared is more about the person and when they do for a company, not the company in general
    • Personal brand
    • 80/20 rule
    • Links to personal blog or LinkedIn account
    • Employee owned
  • Hybrid Profiles
  • From Transparency to Believability
    Change you can Believe in …
  • Authentic & Real-time Community Engagement
  • People Buy From Engaged Brands
    Engagement Correlates to financial Performance
  • From Social Brand to Social Business