Social Media - a brand building force

353 views

Published on

Social media - a brand building force. Seminar delivered by Lizz Clarke (lizz@lcm.co.uk) of LCM and Sarah Matthews, SFM Consulting (sarah@sfmconsulting.co.uk) in September 2011.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
353
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Social Media - a brand building force

    1. 1. Social MediaA Brand Building Force Sarah Matthews SFM Consulting
    2. 2. Social Media -A Brand Building Force
    3. 3. Social Media - A Brand Building ForceInternal implications of introducing social media:
    4. 4. Social Media - A Brand Building Force Internal implications of introducing social media:• Planning - Who, what, how?
    5. 5. Social Media - A Brand Building Force Internal implications of introducing social media:• Planning - Who, what, how?• Communication
    6. 6. Social Media - A Brand Building Force Internal implications of introducing social media:• Planning - Who, what, how?• Communication• Brand alignment
    7. 7. Social Media - A Brand Building Force Internal implications of introducing social media:• Planning - Who, what, how?• Communication• Brand alignment• Resource management
    8. 8. Planning - Who?
    9. 9. Planning - Who?• Strategically:
    10. 10. Planning - Who?• Strategically: • The Company
    11. 11. Planning - Who?• Strategically: • The Company • Designated individuals
    12. 12. Planning - Who?• Strategically: • The Company • Designated individuals• Incidentally - Everyone
    13. 13. Planning - Who?• Strategically: • The Company • Designated individuals• Incidentally - Everyone• Skills and training
    14. 14. Planning - What
    15. 15. Planning - What• Changed priorities & goals
    16. 16. Planning - What• Changed priorities & goals• Staff engagement
    17. 17. Planning - What• Changed priorities & goals• Staff engagement• Roles and responsibilities
    18. 18. Planning - How?How will you use social media?
    19. 19. Communication
    20. 20. Communication• Staff communication plan
    21. 21. Communication• Staff communication plan• Your expectations - guidelines etc
    22. 22. Social & Human•Social networking•Human resources
    23. 23. Brand Alignment
    24. 24. Brand AlignmentWhat is brand alignment?
    25. 25. Brand Alignment What is brand alignment?• the brand promises you make to your clients/customers
    26. 26. Brand Alignment What is brand alignment?• the brand promises you make to your clients/customers• the imagery your brand portrays
    27. 27. Brand Alignment What is brand alignment?• the brand promises you make to your clients/customers• the imagery your brand portrays• the culture and values the brand suggests and stands for
    28. 28. Brand Alignment What is brand alignment?• the brand promises you make to your clients/customers• the imagery your brand portrays• the culture and values the brand suggests and stands for are CONSISTENT in everything you do & say everywhere
    29. 29. Brand Alignment Is Important
    30. 30. Brand Alignment Is ImportantBecause:
    31. 31. Brand Alignment Is Important Because:• Miss your client/customer expectations - they go elsewhere
    32. 32. Brand Alignment Is Important Because:• Miss your client/customer expectations - they go elsewhere• Don’t treat your staff in line with the brand:
    33. 33. Brand Alignment Is Important Because:• Miss your client/customer expectations - they go elsewhere• Don’t treat your staff in line with the brand: • they can’t deliver the brand
    34. 34. Brand Alignment Is Important Because:• Miss your client/customer expectations - they go elsewhere• Don’t treat your staff in line with the brand: • they can’t deliver the brand • they will leave
    35. 35. Who Is Responsible?
    36. 36. Who Is Responsible?• Marketing - They are responsible for the brand
    37. 37. Who Is Responsible?• Marketing - They are responsible for the brand• HR - They are responsible for policies
    38. 38. Who Is Responsible?• Marketing - They are responsible for the brand• HR - They are responsible for policies• CEO/Management team - They are responsible for culture
    39. 39. Who Is Responsible?• Marketing - They are responsible for the brand• HR - They are responsible for policies• CEO/Management team - They are responsible for culture• ALL the above
    40. 40. Brand Alignment• What is brand alignment?• Why is it important?• Who is responsible for brand alignment?• Why it’s relevant in the context of social media?
    41. 41. Managing Your Resources
    42. 42. Managing Your Resources• Your staff
    43. 43. Managing Your Resources• Your staff• Your and their skills, experience and time
    44. 44. In Summary Introducing social media needs:• Careful planning• An internal communication strategy• Brand alignment - experience the same for all stakeholders•A realistic approach to managing resources - time and staff
    45. 45. and finally ...•T: 020 3286 7224•E: sarah@sfmconsulting.co.uk•www.twitter.com/ @sarahfmatthews

    ×