The Power of Social Media for Your Brand<br />
New to social media?<br />
The More Things Change…<br />
The More They Stay the Same<br />
The SOCIAL<br />in Social Media<br />
People Are Talking<br />Photo by Chen, Flickr<br />
Are You Listening?<br />Photo by NiclasLindh, Flickr<br />
Of consumers participating in social media, those exposed to a brand’s influenced social media spent 20% more time online ...
Feedback Loop<br />
Company Benefits<br />New influentials<br />Build Relationships<br />Earned media<br />Gain customer and market insights<b...
http://socialmediagovernance.com/policies.php<br />
Boring Company?<br />
Blendtec’s “Will It Blend” - http://www.youtube.com/watch?v=l69Vi5IDc0g<br />
Getting Started<br />
Avoid “Shiny Object Syndrome”<br />
Strategy<br />
Social Media Outposts<br />No more static Web site-only approach<br />Create a collection of Outposts, with one serving as...
Full chart: http://www.cmo.com/social-media/cmos-guide-social-media-landscape<br />
http://www.flickr.com/photos/27132029@N06/3022781883/<br />
What to Say?<br />Share links<br />Amplify others<br />Give tips<br />Be a resource<br />Show expertise<br />
Ask Questions<br />
A Word About Ethics<br />Astroturfing<br />Misrepresentation<br />Intellectual Property<br />Pay-per-Post<br />Sponsored p...
Crisis?<br />http://www.flickr.com/photos/54191388@N00/1864763334/<br />
From Connie Bensen, Community Strategist, http://www.slideshare.net/conniebensen/twitter-for-lead-gen - Slide 2 (used with...
Source: Bert Dumars - http://bit.ly/d2lagH<br />
Kellye Crane<br />E-mail: kellye@cranecom.com<br />Twitter: KellyeCrane<br />Blog: Solo PR Pro<br />Web site: www.cranecom...
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The Power of Social Media for Your Brand (Intro)

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Introductory overview presentation on social media, presented to the Cookware Manufacturers Association, 4/16/2010

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  • Social media statistics video:http://www.youtube.com/watch#!v=sIFYPQjYhv8&amp;feature=related
  • It’s about people and connections – just in new formats.
  • Listening is just as important as talking
  • Policy examples – use for inspiration
  • http://www.flickr.com/photos/57794886@N00/2490219129/
  • Getting going sometimes feels slow, as you work to build relationships and community
  • Try not to chase every new technology that comes along.
  • Strategy drives all corporate communicationsWhat are the objectives?How can the company achieve its objectives?Which tools will best address those needs?Does social media fit into the plan?
  • Tool to help you profile your consumers: http://www.forrester.com/Groundswell/profile_tool.html
  • Respond…QuicklyAuthoritativelyTruthfullyStrategicallyAuthentically
  • Example ROI case study
  • Transcript of "The Power of Social Media for Your Brand (Intro)"

    1. 1. The Power of Social Media for Your Brand<br />
    2. 2. New to social media?<br />
    3. 3. The More Things Change…<br />
    4. 4. The More They Stay the Same<br />
    5. 5.
    6. 6. The SOCIAL<br />in Social Media<br />
    7. 7. People Are Talking<br />Photo by Chen, Flickr<br />
    8. 8. Are You Listening?<br />Photo by NiclasLindh, Flickr<br />
    9. 9.
    10. 10. Of consumers participating in social media, those exposed to a brand’s influenced social media spent 20% more time online compared with those exposed only to social media relevant to a brand’s category.<br />-GroupM Search and comScore, Inc.<br />http://www.scribd.com/doc/20703026/The-Influenced-Social-Media-Search-and-the-Interplay-of-Consideration-and-Consumption<br />
    11. 11. Feedback Loop<br />
    12. 12. Company Benefits<br />New influentials<br />Build Relationships<br />Earned media<br />Gain customer and market insights<br />Google friendly<br />
    13. 13. http://socialmediagovernance.com/policies.php<br />
    14. 14. Boring Company?<br />
    15. 15. Blendtec’s “Will It Blend” - http://www.youtube.com/watch?v=l69Vi5IDc0g<br />
    16. 16. Getting Started<br />
    17. 17. Avoid “Shiny Object Syndrome”<br />
    18. 18. Strategy<br />
    19. 19.
    20. 20. Social Media Outposts<br />No more static Web site-only approach<br />Create a collection of Outposts, with one serving as Home Base<br />Outposts build on each other <br />
    21. 21. Full chart: http://www.cmo.com/social-media/cmos-guide-social-media-landscape<br />
    22. 22. http://www.flickr.com/photos/27132029@N06/3022781883/<br />
    23. 23. What to Say?<br />Share links<br />Amplify others<br />Give tips<br />Be a resource<br />Show expertise<br />
    24. 24. Ask Questions<br />
    25. 25. A Word About Ethics<br />Astroturfing<br />Misrepresentation<br />Intellectual Property<br />Pay-per-Post<br />Sponsored posts<br />
    26. 26. Crisis?<br />http://www.flickr.com/photos/54191388@N00/1864763334/<br />
    27. 27. From Connie Bensen, Community Strategist, http://www.slideshare.net/conniebensen/twitter-for-lead-gen - Slide 2 (used with permission) <br />)<br />
    28. 28. Source: Bert Dumars - http://bit.ly/d2lagH<br />
    29. 29. Kellye Crane<br />E-mail: kellye@cranecom.com<br />Twitter: KellyeCrane<br />Blog: Solo PR Pro<br />Web site: www.cranecom.com<br />Today’s slides: http://www.slideshare.net/KellyeCrane<br />

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