Building a brand-defining experience that wows
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Engage employees to become your best brand champions using social media and creating brand-defining experiences.

Engage employees to become your best brand champions using social media and creating brand-defining experiences.

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Building a brand-defining experience that wows Presentation Transcript

  • 1. BUILD A BRAND-DEFININGEXPERIENCE THAT WOWS
  • 2. ABOUT PARKER LEPLAExpertise: • Brand experience strategy • Internal branding • Web and social media strategy • Marketing communications • Naming, visual identity and taglines
  • 3. WHO WE WORK WITH
  • 4. WHAT IS BRAND?• The promise you keep with employees and customers in everything you do and say – Built from consistent social experiences that inspire, engage and build trust 4
  • 5. THE MODEL FORBRAND IS SHIFTING
  • 6. THE OLD BRAND MODEL Customer Customer Customer Marketing Employees Management Customer Brand Customer Promise Customer Customer
  • 7. THE NEW BRAND MODEL 7
  • 8. A NEW PARADIGM Social Experience Brand Promise 8
  • 9. HOW DO YOU DO IT? 9
  • 10. BRAND-DEFINING EXPERIENCES Relevant, useful, differentiated experiences that wow youremployees and customers and bringyour brand into clear definition for them and their lives. 10
  • 11. AUTHENTICITY IS BRANDDEFINING 11
  • 12. SURPRISE AND DELIGHT ISBRAND-DEFINING Passengers felt delighted, recognized and valued at an unexpected moment 12
  • 13. “THE SMALL STUFF” IS BRAND-DEFINING • Best Practice meetings and Happy Hour gatherings to share, regroup and enjoy each other • Work and Play days = half day vision setting, half day fun team outing • “What do you want to learn?” coaching system • Employee blog showcasing our intellectual POVs • Facebook contests with fans and clients 13
  • 14. DEMONSTRATIONS OF YOUR CULTURE ARE BRAND-DEFINING 14
  • 15. WHAT DO THESE HAVE IN COMMON? Social Demonstration Recognition of of promise individuals Opportunities for self- expression 15
  • 16. QUESTION? What’s a brand-defining experience you’ve had?What is your organization’s brand-defining experience? Are you delivering a similar experience for your employees? 16
  • 17. 5 ways to engage employeesthrough SOCIAL BRAND-DEFININGEXPERIENCES 17
  • 18. TRUE ENGAGEMENT LOOKS ATEXPERIENCE FROM THEIR POV 18
  • 19. 1. CREATE AN INTERNAL BRANDCOMMUNITY FOR INFORMATION ANDKNOWLEDGE SHARING 19
  • 20. • Employee site that is almost entirely populated by employee generated content – Showcases employee talent – Employee written blogsTGI FRIDAYS-UK 20
  • 21. 2. EMPOWER EMPLOYEE THOUGHTLEADERSHIP AND INNOVATION Highlight the expertise of employees through thought leadership blogs for clients/customers. 21
  • 22. KODAK USES BLOGS AND TWITTER TO PROMOTE EMPLOYEE EXPERTS 22 Source: http://smartblogs.com/socialmedia
  • 23. • Create a “Facebook-like” feed on your intranet for sharing kudos for others • Allow people to share those kudos on Facebook through a LIKE button • Post employee “wins,” promotions and other accomplishments on Facebook or Twitter • Give employees recommendations on LinkedIn • Share praise for jobs well done and 3. RECOGNIZE announce promotions and staff changesEMPLOYEES IN ON-BRAND WAYS 23
  • 24. 24
  • 25. 4. PROVIDE OPPORTUNITIES FOR INPUTINTO DIRECTION OF COMPANY Create online “suggestion box” for employee ideas for new products/services, enhancements or suggestions on company direction 25
  • 26. 5. HIGHLIGHT IMPORTANCE OFEMPLOYEES IN COMPANY SUCCESS And, help customers experience the brand in action 26
  • 27. BONUS: ENGAGE EMPLOYEES IN SOCIAL LISTENING AND PROMOTION• Have employees listen in on conversations on Twitter, Facebook, Blogs and LinkedIn for mention of company’s brand• Develop strategy for employee response and engagement in online conversations about brand 27
  • 28. BRAND-DEFINING ACTS OF KINDNESS Followers feel recognized, valued and heard. Employees get one-to-one customer contact.Source: http://www.trendwatching.com/briefing/ 28
  • 29. BENEFITS• Employees who are more inspired and engaged: – Perform at their highest level and are more productive – Provide greater service to your customers – Promote your brand to others more often and with more passion – Are more loyal 29
  • 30. GETTING STARTED 30
  • 31. START BY CLEARLY DEFINING YOUR BRAND 31
  • 32. KNOW YOUR EMPLOYEES • Why they chose to work for you • What they are looking to accomplish in life and in work • What they need in order to accomplish that • What motivates them, and makes them feel appreciated and valued http://motivationalcartoons.co.uk/tag/goals 32
  • 33. MAP THEIR DESIRED EXPERIENCE 33
  • 34. PRIORITIZE• Based on strategies that: – Meet most employee needs/goals – Create connection among employees and leadership – Empower employees to champion the brand 34
  • 35. MEASURE AND TEST• Employee adoption and use (surveys and analytics)• Adherence to guidelines for use (monitoring)• Sentiment and morale (monitoring and surveys)• Engagement (frequency of sharing, commenting, contributing via monitoring, analytics and surveys) 35
  • 36. • #tcbSM4HR on Twitter• www.onlinebrandex.com (the site for our online brand experience division)• www.integratedbrand.com (blog/resources library)• www.facebook.com/parkerlepla (fan page)• www.twitter.com/parkerlepla (our Twitter account)• www.slideshare.net/parkerlepla (our presentation site)• My email: jent@parkerlepla.comQUESTIONS? 36