Pinstorm Tips On Real Time Brand Management

Real-time brand management. What marketers need. And how to do it.

Obligatory pompous, self-aggrandizing slide. Pinstorm is a digital brand management firm. We operate around the clock, around the world.

What hath God wrought?

A product is made of raw materials + + =

A brand is made of perceptions + + = + + =

People buy brands, not products + + = + + =

You may put a lot into your product + + = =

But if you don’t manage the brand in real-time, it all goes to waste = = = #FAIL + + +

Traditional brand management methods won’t work here. Bad news Google Alert or forwarded by well-wisher Mktr CEO CorpCom / Mktg Email / SMS Mainline Agency #Frenzy Creative Media Social Div #Not My Problem #We’ll buy Fb ads #Let’s do a Twitter page Badnews #Hashtags CorpCom pressured Badnews goes away Urgent meetings happen Status Quo #Relief #Bullet_Dodged #Till The Next One

What’s wrong with traditional brand management in the real-time age?
Wrong Focus:
Not CorpComm/Mktg issue. A business issue
Wrong Structure
Not separate: but meld mktg + cust service
Wrong Speed:
Response in weeks, not hours.
Wrong Support
Agencies split in creative/media. Wrong for digital

Before we get to the right way, change your thinking. Marketing isn’t a place for leisurely research and 3-year product life-cycles. It’s where your brand is always in beta .

If your brand is always in beta, always being tested, guided: then your function is more that of: An air traffic controller

The new life of the real-time brand manager. Ten aspects.

The new real-time brand manager 1. Listens harder

The real-time brand manager 1. Listens harder
Google Alerts aren’t enough. By a factor of 200.

The new real-time brand manager 2. Separates decoys & the real thing

The new real-time brand manager 2. Separates decoys & the real thing
>90% of all mentions can be ignored.

The new real-time brand manager 3. Integrates the company behind her

The new real-time brand manager 3. Integrates the company behind her
Join up customer service, then marketing
Follow through each incident

The new real-time brand manager 4. First thinks customer service, then outbound marketing

The new real-time brand manager 4. First thinks customer service, then outbound marketing
First aspirin, then vitamin
First Twitter, then Facebook, LinkedIn

The new real-time brand manager 5. Is never afraid to intervene

The new real-time brand manager 5. Is never afraid to intervene
Tracking solutions by themselves are useless.
Where’s your response? Workflow to track it?

The new real-time brand manager 6. Finds great tech & people to help

The new real-time brand manager 6. Finds great tech & people to help
Tech alone can’t solve issue. Tone, manner maps
People alone can’t do it with Excel spreadsheets
Do all employees speak for you? Outsiders better?

The new real-time brand manager 7. Makes it all work as one

The new real-time brand manager 7. Makes it all work as one
No separate firms for Facebook, SEM, Twitter, SEO, Display and Mobile
It’s the same consumer, stupid! (On same device!)
All digital should be handled as one medium.
All media will be digital

The new real-time brand manager 8. Understands it takes money, scale

The new real-time brand manager 8. Understands it takes money, scale
We will be Twitter’s revenue model
And that’s good for both of us
Be global and scalable from day 1

The new real-time brand manager 9. Understands the strategy change

The new real-time brand manager 9. Understands the strategy change
It’s not Customer Relationship Management
It’s Cult Relationship Management
It’s not “our facebook/twitter/4square/etc strategy”
It’s “our real-time brand management strategy”

The new real-time brand manager 10. Understands there’s no sleep

The new real-time brand manager 10. Understands there’s no sleep
At least till the next shift reports in to work!
But is at peace through it all

Welcome to this new world! @ mahesh murthy from @ pinstorm

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Pinstorm Tips On Real Time Brand Management

by PinstormTech on Feb 15, 2010

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Pinstorm Tips On Real Time Brand Management — Presentation Transcript