Social Media:First & Lasting ImpressionsHaredi Women’s Professional NetworkSeptember 7, 2009Esther Ohayon

AgendaLegacy vs. new-age brand driversBrand building for you & your companyDynamic web presenceWhat is it, and who should care? Social MediaJoin and encourage the discussion Uncover and promote your product's perceived value

Legacy Brand DriversProduct Driven by features and benefitsGenericLeveraging established markets with price-driven brandingMarket Following & adopting market trends to a brand ex: go greenMany Times It Is A One Way Conversation

New-Age Brand DriversPersonality & IdentityPersonality gives life to and endears one to a brandPeople like to do business with real people not companiesYour brand: Benefit, promise of service, offering, specific commitment and a guarantee.Ex: Domino Pizza – “fresh, hot pizza, delivered to your door in 30 minutes or less or it’s free. “

New-Age Brand Drivers – cont.Community Involvement Make your brand more reachable, knowable , likable & trustworthyFAQs on your website are not enoughNo personality = No warmthConsumer : zero loyalty, highly price sensitiveTwo Way Conversation Is The Only Way

Some Brands Turn into Personalities – M&Ms

Some Personalities Turn Into Brands

AgendaLegacy vs. new-age brand driversBrand building for you & your companyDynamic web presenceWhat is it, and who should care? Social MediaJoin and encourage the discussion Uncover and promote your product's perceived value

Static WebsiteLike a centralized business card or brochureStraightforward & informationalMany corporate sites are staticUnless there is a new product launch No reason to return or check weeklyNowhere to interact with the site

Dynamic Web PresenceDynamic websites: Interactive & exciting – capture emailsNew information is often updated - stickyForum to interact with customers ex: surveyIt’s Social because you’ve created a community:BloggingCommenting on forums, Twitter, Face book, etcPosting articles & sharing information

You Create aDynamic Web PresenceEveryone has something to addPlumber – fix the leaks, etcPlumber 2.0 – fixes the leaks by day & by nightBlogs about water conservation tipsAn advocate in the community about conservationLectures on water conservation - tips & productsWrites for the local paperDoes a video about saving money & water and posts it to blog

AgendaLegacy vs. new-age brand driversBrand building for you & your companyDynamic web presenceWhat is it, and who should care? Social MediaJoin and encourage the discussion Uncover and promote your product's perceived value

What is Social MediaIt’s all about a conversationIt’s one big cocktail party –everyone is finding out what you do in order to connect in some wayInteraction, information & feedback in all forms:Written, video, audio, pictures, live presentations

Be Helpful & RealYou BECOME A FACE - A PERSONInclude your profile Offer valuable content Give and share informationHelp customers and target customers understand how they benefit from youReputation Management: Find out what customers like and don’t like.

Where Is Social Media -EVERYWHEREBlogsOnline ChatsRSS FeedsVideo Sharing –You TubeSocial Networks –Face Book, Twitter, Linked InMessage Boards/Forums/Photo SharingPodcastsWikipedia

Content Things to talk about:Your market & new trendsYour business & new developmentsRecommend other businesses & peopleAnnounce new product launches Events – local or industry

Quick StatsWikipedia -2.7 million articles – Wiki AnswersYou Tube -100 million video - AC contentBlogs – 113 million –Technorati, 2008 Social Networks – 57% of internet have a profileFace book hosted 61.2 million visitors in March and is now the #5 site - Social Net DailyLinked In -20 million profiles - Social Net Daily

Why use Social MediaThe time Americans spend on social networking sites has increased by 73% 81% of execs say social media can improve customer relations and build brands 64% of execs believe that Social media will be useful as a customer service tool Source:

Create CommunityCreate vehicles to solicit feedbackCreate a relationship through social media and talk to your community of fans or followers.They will wait for your next post and more importantly – will be an avid advocate of your brand.

BloggingIt’s the personal touch that so many customers prefer Invite feedbackThey get to know your thoughts & opinionsInformal way to share and get informationPopulate with keywords, tags, categories to help your site be found on search engines

Sample BlogChassan’s PlaceThey even have a category for Hazorfim products

Case Study: Coca-Cola

The World's #1* BrandNo longer just a soft drink company It’s running a global communityClimate Protection They promote hybrid cars usageEnriching LivesInvolved in local communities, worldwideWater Conservation Reduce, Reuse, Recycle plus Replenish* The 100 Top Brands

Welcome to the Interactive Coke CommunityEducationLeave a lasting legacy for generationsBalanced LivingSweeteners to Supporting Yellowstone National ParkProduct Innovation New choicesRecycling Less energy/less water

Personal Branding Guru

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