Humanizing your brand in the digital age - PRecious Communications, Indonesia, 12-2013

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Branding is first and foremost about gaining trust
The cultural dilemma: Do we all have split personalities?
Technology vs the social dimension
'Going viral' might be dangerous
Managing your (social) media identity
trends, tips and tricks for your digital survival

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Humanizing your brand in the digital age - PRecious Communications, Indonesia, 12-2013

  1. 1. HUMANIZING  YOUR  BRAND   IN  THE  DIGITAL  AGE   Lars  Voedisch   Principal  Consultant   lars@preciouscomms.com                            ©  2013  by  Precious  Communica5ons   1  
  2. 2. Let’s  Take  A  Journey  Together   Brand  percep5ons  are     shiGing  as  you  read.   Customers  are  demanding  a   more  human  approach  to   communica5on.   Social  media  requires  your   a>en5on  24/7.   The  media  landscape  is  fast   changing  and  eroding.   WHERE  ARE  YOU?                            ©  2013  by  Precious  Communica5ons   2  
  3. 3. 1 in 4 million!                          ©  2013  by  Precious  Communica5ons  
  4. 4.                          ©  2013  by  Precious  Communica5ons  
  5. 5. 5!                          ©  2013  by  Precious  Communica5ons  
  6. 6.                          ©  2013  by  Precious  Communica5ons  
  7. 7.                          ©  2013  by  Precious  Communica5ons  
  8. 8.                          ©  2013  by  Precious  Communica5ons  
  9. 9. 2000!                          ©  2013  by  Precious  Communica5ons  
  10. 10. brand messages/ day! 10 years ago!                          ©  2013  by  Precious  Communica5ons  
  11. 11. 4,000!                          ©  2013  by  Precious  Communica5ons  
  12. 12. brand messages/ day! today!                          ©  2013  by  Precious  Communica5ons  
  13. 13. The  Paid  /  Owned  /  Earned  Ecosystem   11%! 32%! 13%! 45%! Source: Paid Owned Earned  –     Nick Burcher                    ©  2013  by  Precious  Communica5ons   13  
  14. 14. 600,000!                          ©  2013  by  Precious  Communica5ons  
  15. 15.                          ©  2013  by  Precious  Communica5ons  
  16. 16. 6,000,000,000!                          ©  2013  by  Precious  Communica5ons  
  17. 17.                          ©  2013  by  Precious  Communica5ons  
  18. 18.                          ©  2013  by  Precious  Communica5ons  
  19. 19. 20,000,000,000!                          ©  2013  by  Precious  Communica5ons  
  20. 20. Infinity!                          ©  2013  by  Precious  Communica5ons  
  21. 21. •  Connects  people,  and  gets  people  engaged  and  interested.   •  Brings  real  personality  to  what  it  is  you  do.   •  Brings  your  business  alive.     What is essential to know?! What! How! How can one benefit from your story (or product)! Why! Why should people care?!                          ©  2013  by  Precious  Communica5ons  
  22. 22. You  can  not  NOT  communicate   •  What  is  your  brand   promise?   •  Do  you  have  a   personality?   •  How  do  you  earn   trust?   Branding  is  first  and  foremost  about  gaining  trust.                            ©  2013  by  Precious  Communica5ons   22  
  23. 23. ! Knowing your customers, understanding trends! Consumer habits and behaviour! Demographics! Expectations! Social media and the social dimension! TECHNOLOGY  VS  THE   SOCIAL  DIMENSION                              ©  2013  by  Precious  Communica5ons   23  
  24. 24.                          ©  2013  by  Precious  Communica5ons   Source: What happens on the Internet every 60 seconds - Rosa Golijan! 24  
  25. 25.                          ©  2013  by  Precious  Communica5ons   Source: What happens on the Internet every 60 seconds - Rosa Golijan! 25  
  26. 26. The  BIG  Cultural  Dilemma     •  Be  (Seen)  Innova&ve  –     But  Please  Don’t  Take  Any  Risk,  Use  Only  Proven  Methods                            ©  2013  by  Precious  Communica5ons   26  
  27. 27. Online  Engagement?  Customers  are  very  demanding!   [Brands]  have  to  surprise  me,  not  only  meet   my  needs,  but  an<cipate  my  needs.     By  using  social  media  exclusively,  I  think  the   company  has  to     answer  me  whenever  I  have  a  ques<on,     enlighten  me  whenever  I  complain,   and  thank  me  whenever  I  compliment   them.   Source: The Language of Love in  Social Media    - Firefly Millward©  2013  by  Precious  Communica5ons                       Brown! 27  
  28. 28. The  BIG  Cultural  Dilemma  #2     •  From  natural  respect  to  suspicion   •  Are  you  approachable?   •  Why  would  people  want  to  connect   with  you?                           BIG   Brand    ©  2013  by  Precious  Communica5ons   ©  2012  by  PRecious  Communica5ons  28  
  29. 29. What  are  people  saying?   11%! 32%! 13%! 45%! Source: Digital Life 2011 - TNS                          ©  2013  by  Precious  Communica5ons   29  
  30. 30. What  are  people  saying?   9%! 33%! 19%! 40%! Source: Digital Life 2011 - TNS                          ©  2013  by  Precious  Communica5ons   30  
  31. 31. How  to  Humanize  Your  Brand   1.  Think Like a Social Network! •  Facebook: “We don’t draw a distinction between your mom and a bar of soap”! 2.  Start With Staff! •  Your employees are the most authentic expression of your brand! 3.  Create Access! 11%! •  TaylorMade. “We are, first and foremost, golfers”! 4.  Treat Customers as Partners! •  Levi’s co-creating content, even products,! 32%! 13%! 5.  Reach Out To Key Individuals! •  Ford’s CEO calling influential SMB owner! 6.  Own Your Mistakes! 7.  Put Your Fans to Work! •  Cisco’s Networking Academy giving fans moderator privileges! 8.  Be Open to Debate! •  Eloqua openly asking online community ! 45%! 9.  Be Present! •  Don’t break the promise of engagement! Source: 10 Ways to Humanize    Your Brand On Social Media  2013  by  Precious  Communica5ons                        © - Mashable ©  2012  by  PRecious  Communica5ons  31  
  32. 32. What are the pitfalls to avoid! What works on Social Media!   THE  GOOD,  THE  BAD  AND   THE  UGLY  OF  SOCIAL  MEDIA                              ©  2013  by  Precious  Communica5ons   32  
  33. 33. Prac5cally  useful,  surprising,  and   interes5ng   Content  that  inspires  high-­‐energy   emo5ons  far  more  likely  to  be   shared.   More likely to be shared!                          ©  2013  by  Precious  Communica5ons  
  34. 34. Content  with  an     emo5onal  tone     Fame  of  the  author   Slightly more important than content! Humour   •  •  ! ! 62%  of  ads  being  aired  by  Fortune  500  companies,  60%  of   viral  ads  were  being  generated  by  the  smaller  companies.   “Humour  was  employed  at  near  unanimous  levels  for  all   viral  adver5sements.  Consequently,  this  study  iden5fied   humour  as  the  universal  appeal  for  making  content  viral.”                            ©  2013  by  Precious  Communica5ons  
  35. 35. Content  with  an     emo5onal  tone     Fame  of  the  author   •  Slightly more important than content! Humour  or  Ridicule!     •  62%  of  ads  being  aired  by  Fortune  500  companies,  60%  of   viral  ads  were  being  generated  by  the  smaller  companies.   •  “Humour  was  employed  at  near  unanimous  levels  for  all   viral  adver5sements.  Consequently,  this  study  iden5fied   humour  as  the  universal  appeal  for  making  content  viral.”                            ©  2013  by  Precious  Communica5ons  
  36. 36. Content  with  an     emo5onal  tone     •  •  Fame  of  the  author   •  Slightly more important than content! or   Ridicule!   62%  of  ads  being  aired  by  Fortune  500  companies,  60%  of   viral  ads  were  being  generated  by  the  smaller  companies.   Humour   “Humour  was  employed  at  near  unanimous  levels  for  all   viral  adver5sements.  Consequently,  this  study  iden5fied   humour  as  the  universal  appeal  for  making  content  viral.”                            ©  2013  by  Precious  Communica5ons    
  37. 37.                          ©  2013  by  Precious  Communica5ons  
  38. 38.                          ©  2013  by  Precious  Communica5ons  
  39. 39. SRll…  it  might   actually  work     Just  that  you   would  have   higher  odds  in   playing  the   loTery!                            ©  2013  by  Precious  Communica5ons  
  40. 40. Connecting to your audiences through social media! Community management as a skill set! Why content rules and what you should do about it! Finding your personality: Tone, Voice, Behaviour!     MANAGING  YOUR  (SOCIAL)   MEDIA  IDENTITY                            ©  2013  by  Precious  Communica5ons   40  
  41. 41. What  is  a  community? Groups  of  people  who…   •  share  a  common  passion,  interest  or  objec5ve   •  come  together  to  learn  from  each  other   •  want  to  do  something  together   •  …   An  interacRve  group  of   people  joined  together  by  a   common  topic  or  interest                            ©  2013  by  Precious  Communica5ons   41  
  42. 42. So  why  would  people  want  to  join  a  band   community? What  are  real  people’s  real  intenRons?   •  Nike  –  or  the  love  for  sports   •  ClubMed  –  or  travel   •  Harley  Davidson  –  or  freedom                            ©  2013  by  Precious  Communica5ons   42  
  43. 43. So  why  would  people  want  to  join  a  band   community? Reasons  people  join  brand  communiRes   •  Exclusive  content   •  Discounts   •  Updates                            ©  2013  by  Precious  Communica5ons   43  
  44. 44. How  To  Choose  The  Right  IdenRty? What  tone  do  you  like  to  read  on  Facebook  or  TwiTer?  WiTy?  Edgy?   Angry?  Why  would  you  join  –  or  not?   •  Always  be  helpful,  humble  and  friendly.     •  Be  wary  of  the  metaphors  and  imagery  you  or  your  writer  use  –  they   say  a  lot  about  your  business.           Don’t  forget:    In  Social  Media   you  want  to  connect  people   with  people!                        © 013  by   Source: How To Choose The Tone For    Your Content – Social Media  2MagicPrecious  Communica5ons   44  
  45. 45. What  Is  Your  Social  Media   Personality?   What  Social  Media  Tone  Is  Best  for  Your  Business?     •  Baby  food:  Use  an  educaRonal  tone  in  your  social  media  so  customers   can  make  informed  decisions   •  Meaningful  gi?s:  Invoke  a  humble,  empatheRc  and  enlightening  tone   that  keeps  the  brand  linked  to  inspira5on   •  Bags:  By  injec5ng  a  youthful,  personable,  upbeat  and  feminine  tone   in  your  social  media,  you  could  invite  young  customers  across  to   indulge  in  your  products   •  Cookies:  A  playful  and  inviRng  tone  works  best  at  alluring  customers   to  indulge  in  childhood  comfort  foods   •  Designer  products:  Employ  a  serious  and  curious  tone  in  its  social   media                     Source: What Social Media Tone Is Best for Your     Business    – Fox  ©  2013  by  Precious  Communica5ons   Business 45  
  46. 46. What  Is  Your  Social  Media   Personality?   What  Social  Media  Tone  Is  Best  for  Your  Business?     •  Baby  food:  Use  an  educaRonal  tone  in  your  social  media  so  customers   can  make  informed  decisions   •  Meaningful  gi?s:  Invoke  a  humble,  empatheRc  and  enlightening  tone   that  keeps  the  brand  linked  to  inspira5on   •  Bags:  By  injec5ng  a  youthful,  personable,  upbeat  and  feminine  tone   in  your  social  media,  you  could  invite  young  customers  across  to   indulge  in  your  products   •  Cookies:  A  playful  and  inviRng  tone  works  best  at  alluring  customers   to  indulge  in  childhood  comfort  foods   •  Designer  products:  Employ  a  serious  and  curious  tone  in  its  social   media                     Source: What Social Media Tone Is Best for Your     Business    – Fox  ©  2013  by  Precious  Communica5ons   Business 46  
  47. 47. Social  Media  to  be  leveraged  across  a  company:   Different  funcRons,  uses  and  values                         Source: Socialize your organization –  Richard Binhammer / Dell  ©  2013  by  Precious  Communica5ons   47  
  48. 48. How to differentiate your brands while safeguarding your reputation!   TRENDS,  TIPS  AND  TRICKS  FOR   YOUR  DIGITAL  SURVIVAL                            ©  2013  by  Precious  Communica5ons   48  
  49. 49. Future-­‐Proofing  Social  Media  &  Public  RelaRons   Who  do  YOU  want  to  be?   Critical Analytical Skills Gamblers Winners Strategic Business Orientation Vanity Publishing Ostriches Bluffers No Analytical Skills                          ©  2013  by  Precious  Communica5ons   49  
  50. 50. Rules  of  Engagement  –  Things  to  Consider   Get  your  processes  right   •   Monitor     •   Analyze   •   Discover   •   Engage  /  Respond     What  you  need:   •   A  PLAN  &  Resources!   •   Scenario  planning  &  Reac5on  Plans   •   Guidelines     There  is  no  one-­‐size-­‐fits-­‐all   People   Processes   Policies   •   Be>er  start  small  than  not  at  all   •   Form  a  team   •   Have  fun!                            ©  2013  by  Precious  Communica5ons   50  
  51. 51. 6  SOCIAL  MEDIA  RESOLUTIONS  YOUR  BUSINESS  SHOULD  KEEP  IN  2013   •  Learn  to  Filter   –  Categorize  contacts  and  make  use  of  lists,  groups,  circles,  and  communi5es  to  keep   your  connec5ons  relevant  and  compartmentalised   •  Set  ObjecRves   –  Set  goals,  for  the  number  of  new  leads,  enquiries,  opportuni5es,  or  even  the   amount  of  new  business  you  will  generate  via  your  social  channels   •  Tribe  Up!   –  Explore  your  current  and  target  communi5es,  to  really  get  involved  in   •  Carrot  Beats  SRck  Every  Time   –  Provide  quality  content,  and  have  strong  calls  to  ac5on  throughout  your  marke5ng   funnel   •  Content  is  Emperor   –  Think  about,  and  map  out  every  output  from  social  update  to  blog  post,  to  eBook,   to  landing  page,  to  email  newsle>er,  to  sales  script,  and  beyond   •  Without  Measurement  You  Are  Nothing   –  Get  familiar  with  Facebook  Insights,  Clickthrough  Analy5cs  (start  with  Bit.ly  or   Hootsuite’s  Ow.ly),  and  Google  Analy5cs.     Source: http://influenceagents.com/6-social-media-resolutions-business-2013 !                          ©  2013  by  Precious  Communica5ons   51  
  52. 52. ‘Classic’  Case  Study:  Domino’s  YouTube  Experience   •  Domino’s  Pizza  Chain  discovered  the  power  of  viral  marke5ng  last  month:     two  employees  in  the  US  filmed  "prank"  videos  of  themselves  stuffing   cheese  up  their  noses  and  then  puqng  it  into  sandwiches.     •  The  video  went  popular  on  YouTube  (over  1  million  views),  and  Twi>er  lit   up  with  disgusted  customer  complaints.   •  Domino’s  apologized  and  put  its  own  President  on  YouTube,  started  a   Twi>er  response  site;     •  S5ll:  In  just  a  few  days,  Domino’s  reputa5on  was  damaged.                                  ©  2013  by  Precious  Communica5ons   52  
  53. 53. ‘Classic’  Case  Study:  Domino’s  YouTube  Experience                            ©  2013  by  Precious  Communica5ons   53  
  54. 54. ‘Classic’  Case  Study:  Domino’s  YouTube  Experience   •  Domino’s  Pizza  Chain  discovered  the  power  of  viral  marke5ng  last  month:     two  employees  in  the  US  filmed  "prank"  videos  of  themselves  stuffing   cheese  up  their  noses  and  then  puqng  it  into  sandwiches.     •  •  •  Who  in  YOUR  organizaRon   would   YouTube  (over   outube?   The  video  went  popular  on  go  on  Y1  million  views),  and  Twi>er  lit   up  with  disgusted  customer  complaints.     President  on  YouTube,  started  a   Domino’s  apologized  and  put  its  own   Twi>er  response  site;     What  to  wear?   S5ll:  In  just  a  few  days,  Domino’s  reputa5on  was  damaged.     What  to  say?     Who  to  talk  to?   Are  you  ready?   Nobody  will  wait  for  you…!                              ©  2013  by  Precious  Communica5ons   54  
  55. 55. @larsv! Lars Voedisch Communications Strategist lars@preciouscomms.com!                          ©  2013  by  Precious  Communica5ons   55  
  56. 56. About  Us…   •  Independent,  bou5que  communica5ons  consultancy   •  Based  out  of  Singapore,  at  home  in  Asia  and  Europe   •  Globally  connected  via  affilia5on  with               +65-3151 4760 ! connect@preciouscomms.com! ! ! larsvoed! Facebook.com/PReciousComms! ! ! 3 Church Street! #16-06 Samsung Hub! Singapore 049483! Twitter.com/PReciousComms! !                          ©  2013  by  Precious  Communica5ons   56  
  57. 57. PRecious  Partners   Some  of  the  brands  PRecious  Communica5ons  and  our  consultants  have  worked  with                            ©  2013  by  Precious  Communica5ons  
  58. 58. HUMANIZING  YOUR  BRAND   IN  THE  DIGITAL  AGE   Lars  Voedisch   Principal  Consultant   lars@preciouscomms.com                            ©  2013  by  Precious  Communica5ons   58  

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