MicroPulse
   How small touches in social media
   impact the heartbeat of your brand.




                               ...
Retrace
your
steps.

    ©Chris Wilson   •   www.freshpeel.com
InnoTech
         registration
                                                       signage
                            ...
touchpoint -
a point of contact.
Small
touches
matter.
How’s the
pulse of
your brand?
Body
                       Language
                       Just as small movements, gestures
                       and f...
Pre Digital Age




         ©David // Armano   •   darmano.typepad.com
Digital Age + 2.0




         ©David // Armano   •   darmano.typepad.com
Post Digital Age + 2.0




         ©David // Armano   •   darmano.typepad.com
A Whole
New World
Touchpoints take on a whole new
dimension now that consumers have
access to brands whenever and
wherever...
This makes every single
touch with consumers,
no matter how small,
a crucial interaction.
Brands need to make
themselves available
in ways that fit into
people’s everyday life.
“3 out of 4 Americans use
social media technology.”
         —Forrester, The Growth of Social
         Technology Adoption...
“93% of social media
users believe a company
should have a presence in
social media.”

          —Cone, Business in Social...
“After interacting with
companies or brands
via new media, 74% of
users have a more
positive impression of
the company or ...
“Content creators
that have the most views
on YouTube have a lot of
videos. Views didn’t come
from a single video.”

     ...
Consumers want
action and interaction.
Stop telling and start doing.
Provide
value.
Touches are pushed
by consumer actions.
A brand is pushed to the foreground or fades into the
background as people take ac...
Branded Utility
“Brands being genuinely
useful to their customers,
employees, suppliers and
the people they touch.”

     ...
Branded Utility


      creative
Branded Utility

                 helpful

      creative
Branded Utility

                 helpful

      creative             relational
Branded Utility

                 helpful

      creative             relational




                           interesting
Branded Utility

                 helpful

      creative              relational




                            interest...
Branded Utility

                 helpful

      creative              relational




       useful               interest...
Provide
value.
What about
small business?
Stressed?




  Image by evilerin on Flickr.com
Where
should we
start?
Social media is not a
strategy, it should
support a strategy.
Social Media Plan
        1
   Listen
• Locate consumers

• Assess their
  social activities

• Look for small,
  focused ...
Social Media Plan
        1                   2
   Listen                 Plan
• Locate consumers    • Define business
   ...
Social Media Plan
        1                   2                        3
   Listen                 Plan                Str...
Social Media Plan
        1                   2                        3                      4
   Listen                 ...
Keep
Listening
You can’t be everywhere, nor
should you try to be.
Monitoring for online
conversations around your brand is...
Don’t forget
the BIG picture.
Continuity
                           Who you are




  Who you                                                           ...
Continually analyze
and improve touches.
1
Choreograph
  Touches


         Touch
         Cycle

              ©Chris Wilson   •   www.freshpeel.com
2
    1                                         Listen and
Choreograph                                     Watch
  Touches...
2
    1                                         Listen and
Choreograph                                     Watch
  Touches...
2
    1                                         Listen and
Choreograph                                     Watch
  Touches...
How’s the
pulse of
your brand?
Chris Wilson
Blog www.freshpeel.com
Email chris.freshpeel.com
Twitter @freshpeel
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
Micro Pulse: How small touches in social media impact the heartbeat of your brand.
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Micro Pulse: How small touches in social media impact the heartbeat of your brand.

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Micro Pulse: How small touches in social media impact the heartbeat of your brand. This was presented at InnoTech Oklahoma on November 4th, 2009.

Just as small movements, gestures and facial expressions impact your ability to communicate effectively, small touches add up to create a cumulative perception of a brand. Touchpoints take on a whole new dimension now that consumers have access to brands whenever and wherever they want. This makes every single touch with consumers, no matter how small, a crucial interaction.

--
Chris Wilson
http://www.freshpeel.com

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Micro Pulse: How small touches in social media impact the heartbeat of your brand.

  1. 1. MicroPulse How small touches in social media impact the heartbeat of your brand. Chris Wilson Digital Brand Strategist freshpeel.com ©Chris Wilson • www.freshpeel.com
  2. 2. Retrace your steps. ©Chris Wilson • www.freshpeel.com
  3. 3. InnoTech registration signage parking content keynote ©Chris Wilson • www.freshpeel.com Image by stewdean on Flickr.com
  4. 4. touchpoint - a point of contact.
  5. 5. Small touches matter.
  6. 6. How’s the pulse of your brand?
  7. 7. Body Language Just as small movements, gestures and facial expressions impact your ability to communicate effectively, small touches add up to create a cumulative perception of a brand. ©Chris Wilson • www.freshpeel.com
  8. 8. Pre Digital Age ©David // Armano • darmano.typepad.com
  9. 9. Digital Age + 2.0 ©David // Armano • darmano.typepad.com
  10. 10. Post Digital Age + 2.0 ©David // Armano • darmano.typepad.com
  11. 11. A Whole New World Touchpoints take on a whole new dimension now that consumers have access to brands whenever and wherever they want. Image by sekihan on Flickr.com
  12. 12. This makes every single touch with consumers, no matter how small, a crucial interaction.
  13. 13. Brands need to make themselves available in ways that fit into people’s everyday life.
  14. 14. “3 out of 4 Americans use social media technology.” —Forrester, The Growth of Social Technology Adoption (2008)
  15. 15. “93% of social media users believe a company should have a presence in social media.” —Cone, Business in Social Media Study (Sept. 2008)
  16. 16. “After interacting with companies or brands via new media, 74% of users have a more positive impression of the company or brand.” —Cone, Business in Social Media Study (Oct. 2009)
  17. 17. “Content creators that have the most views on YouTube have a lot of videos. Views didn’t come from a single video.” —Brett Wilson, Co-founder & CEO of TubeMogul
  18. 18. Consumers want action and interaction. Stop telling and start doing.
  19. 19. Provide value.
  20. 20. Touches are pushed by consumer actions. A brand is pushed to the foreground or fades into the background as people take actions around and with it.
  21. 21. Branded Utility “Brands being genuinely useful to their customers, employees, suppliers and the people they touch.” —Johnny Vulkan, Anomaly
  22. 22. Branded Utility creative
  23. 23. Branded Utility helpful creative
  24. 24. Branded Utility helpful creative relational
  25. 25. Branded Utility helpful creative relational interesting
  26. 26. Branded Utility helpful creative relational interesting relevant
  27. 27. Branded Utility helpful creative relational useful interesting relevant
  28. 28. Provide value.
  29. 29. What about small business?
  30. 30. Stressed? Image by evilerin on Flickr.com
  31. 31. Where should we start?
  32. 32. Social media is not a strategy, it should support a strategy.
  33. 33. Social Media Plan 1 Listen • Locate consumers • Assess their social activities • Look for small, focused audiences
  34. 34. Social Media Plan 1 2 Listen Plan • Locate consumers • Define business Objectives • Assess their social activities • How can your brand’s strengths • Look for small, be extended online? focused audiences
  35. 35. Social Media Plan 1 2 3 Listen Plan Strategy • Locate consumers • Define business • How and where Objectives will you do it? • Assess their social activities • How can your • How will brand’s strengths relationships with • Look for small, be extended online? consumers change? focused audiences • Who will be leading this effort?
  36. 36. Social Media Plan 1 2 3 4 Listen Plan Strategy Tools • Locate consumers • Define business • How and where • Decide what Objectives will you do it? social tools you • Assess their will use. social activities • How can your • How will brand’s strengths relationships with • How will you • Look for small, be extended online? consumers change? monitor acitivities focused audiences and measure success? • Who will be leading this effort?
  37. 37. Keep Listening You can’t be everywhere, nor should you try to be. Monitoring for online conversations around your brand is what helps you focus on your strengths and scale at the same time. ©Chris Wilson • www.freshpeel.com Image by hipocondriaca on Flickr.com
  38. 38. Don’t forget the BIG picture.
  39. 39. Continuity Who you are Who you Who people say you are say you are ©Conversational Capital • www.conversationcapital.com
  40. 40. Continually analyze and improve touches.
  41. 41. 1 Choreograph Touches Touch Cycle ©Chris Wilson • www.freshpeel.com
  42. 42. 2 1 Listen and Choreograph Watch Touches Touch Cycle ©Chris Wilson • www.freshpeel.com
  43. 43. 2 1 Listen and Choreograph Watch Touches Touch Cycle Reinforce Behaviors 3 ©Chris Wilson • www.freshpeel.com
  44. 44. 2 1 Listen and Choreograph Watch Touches Touch Cycle Reinforce Behaviors Evaluate and Expand 3 4 ©Chris Wilson • www.freshpeel.com
  45. 45. How’s the pulse of your brand?
  46. 46. Chris Wilson Blog www.freshpeel.com Email chris.freshpeel.com Twitter @freshpeel

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