Building Brand Value
Through Social Media
© 2009 Bloomberg Marketing/Diva Maarketing 9-25-09

Toby Bloomberg: My Life In Social Media
I

Today You’ve Heard About …

What is a brand?
A brand is what represents a company, product, and/or service in the marketplace.
It's a shortcut that enables prospective customers to understand more rapidly and
readily trust what you're selling. - Steve McKee
A brand is a promise that delivers on consumer expectations.
It says to the consumer, if you do business with me,
here's what you can expect. - John Costello.
A brand is the commercialized value of the trust between a customer and a
company. - Pete Sealey
Your brand is the genuine "personality" of your company.
It's what your customers think of you and say about
you when they've left your company," Rodger Roeser,,

What is branding?
Find the simple story in the product, and present it in an
articulate and intelligent, persuasive way. - Bill Bernbach
BE DifFerent
What is your response?
"Our brand is the only _____ that ______."
Caution! Can reality can sustain your claims?

Why
Brand power can account for as much as 10%
of the change in a company's stock price.
At the 2004 World Economic Forum, 59%
of top executives said brand represents
more than 40% of a company's market capitalization.
BusinessWeek
A positive impression of the brand
would protect the brand from damage.
Richard Ford

Customer
Product/Service
Delivery Channels Perception
Ads Warranty Consistency
Store location
Media Placement Billing Statement
Customer Care Brand Advertising
Proposition/ Community
Promotions Involvement
Company Culture Value
Website Values Employee Interface
Receptionist
Social Media
Price Employee Attitude Sponsorships
eMail Language
Trucks Graphic Look & Feel

A New Value
Proposition
To Define

Building Brand Value
Through Social Media

Perception May Influence Purchase Decision
Megite

Managing A Brand In
The Social Media World
Is Like _________________.
Christmas. You can make a list but you could get socks. - @andreamoe
Trying to manage curly, freezy hair in Atlanta. - meghab
Juggling chainsaws - @jeremyporter Managing an army - @benag
Trying to control your mother-in-law - @appsolutegenices
Trying to manage my 8 year old daughter’s slumber party. @60secondturner
Herding cats - @iamtherealnick and mikele130
A wrestling match - @atlmarketing
Remembering to Think before you open your pieholder. - @michelekersey

The Challenge
…do it in a way that’s
not over branding.
Emmanuel Brown , Nike
But is …
Authentic
Honest
Transparent
People First

Social Media Brand Stakeholders
Company Customers
Social
Media
Employees
Strategic Questions
How do you keep the brand promise?
How do you “collaborate” with stakeholders to grow the brand?
Which tactics serve the brand most effectively?

Company Customers
E
Lionel
X Menchaca
C Connie Benson - Dell
H - Techrigy
A
N Richard FrankEliason
Binhammer - Comcast
G - Dell
E
S Employees
Exchanges & Responsibilities

COMPANY
Company
We cultivate a culture of the rebel and celebrate those who go off
and do what some say can't be done. Nike CFO Don W. Blair

EMPLOYEES
Videos With An Edge
Combining rich content with great people and great products

Citizen Philanthropy
/Donors
Our vision is of a nation where students in
every community have the resources they need to learn.

2 Financial Institutions: Brand Images
leading financial company with a legendary commitment to developing meaningful
reputation for strength and stability that can product offerings and a high level of
offer you more convenience and resources service tailored to the needs of
to help you reach your financial goals. small businesses

Tweets
Tweets

10 Guide Posts to
Social Media Brand Value
1. Understand the brand strategy including: brand
values, promise and overall direction
• Does the value proposition of your social media
strategy support your brand value/promise?
2. Understand more than the demos about your target
audience
3. Develop a communication system that loops
employees into brand strategies
4. Understand the company culture before you venture
into social media
5. Provide tactical support as needed to employees
who engage with customers

10 Guide Posts to
Social Media Brand Value
6. Develop a 1st Listening Post program
7. Create/ensure communication processes are in place
to provide feedback within organization and to the
customer
8. Identify what is success for each tactic
• Based on business goals and objectives
• Based on the social media outputs – may be
different that traditional measurements
9. Create flexible social media guidelines for employees
10. Create flexible social media guidelines for customers

Building Brand Value
Through Social Media
Customers
Company
Employees

Forget your perfect offering
There is a crack, a crack in everything
That's how the light gets in.
Leonard Cohen

Toss of a pink boa
From Diva Marketing To You!
www.divamarketingblog.com
toby@bloombergmarketing.com
@Tobydiva