Social brand fitness

Social brand ﬁtness Headstream - the social brand agency http://www.my1stmarathon.com/wp-content/uploads/2010/03/running.jpg

Few brands were built to be social. They weren’t created to converse. The future success of a brand is dependent on how quickly it can evolve to meet the desire of a connected people to engage with it.

The problem A simple truth about social branding Brand The community the brand wants to engage with

Relentless effort to fun and rewarding Getting you from here to there

Strategic intent Top down or the other way? g mp ellin co en tic e p lan a ut h gam nt s pare tran true strat ? ???? us them egic inten t community n rep utatio p roblem measurement?

Adoption is polarized across organisations Some people love it, some not so much

Knowledge management is key But ROI is still proving hard to demonstrate

The way people People like to Social media is a collect and share Work is where collaborate growing part of knowledge and we spend much and create people’s daily information has of our adult life connections repertoire changed

Rapid on-boarding Share of new staff information and disseminate news in near real-time Discover and share skill-sets and expertise The way people People like to Social media is a collect and share Work is where collaborate growing part of knowledge and we spend much and create people’s daily information has of our adult life connections repertoire changed Connect distributed workforce Idea generation: crowd sourcing Attract engaged new ways to do Share and amplify staff through social things and solve culture and values platforms problems

Event ampliﬁcation: Social socially enabled networking: events professional proﬁles Mobile and community technology: creation keeping people aligned and connected, from podcasts The way people to apps People like to Social media is a collect and share Innovation: Work is where collaborate growing part of knowledge andsocialjams/huddles for social we spend much and create brainstorming people’s daily information has Social of our adult life connectionslearning: repertoire changed self development and sharing through collaborative training platforms Social Reputation functionality: Digitised management: from comments content: surfacing issues, to polls information sharing Staff as listening and across organisation ambassadors: responding, visible and distributed engaged workforce leadership workforce as advocates

Principle 1: Actively listen Understand what people care about

Sub-heading Text Understanding social sentiment - Pre, mid and post-bid digital and social media active listening - 140,000 mentions analysed - Finding negative issues, media mix, inﬂuencers and sentiment shift - Insights and recommendations to inform 2010/11 strategy

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Principle 2: Appropriate social behaviours The need for authenticity Buster busted: The 'oldest London Marathon runner' isn't 101... he's ONLY 94 http://www.dailymail.co.uk/news/article-559574/Buster-busted-The-oldest-London-Marathon-runner-isnt-101--hes-ONLY-94.html

Do something interesting (Guitar Hero 5 - Activision) @guitarherouk Twitter proﬁle was set up in April 2009 2,823 followers as of 17 November 2009 Organic growth no promotion 411 updates, which averages at 2 updates per day

Engagement driven by passion points ‘Who’s you favourite guitarist?’ ‘What’s your favourite guitar solo?’ ‘How many of you out there played guitar hero last night?’

Different relationships Customer service Advocates PR Comments and suggestions

Social media optimisation

Do a world record

Guitar Hero 5 world record Pre-event amplification and engagement

Guitar Hero 5 world record PR

Guitar Hero 5 world record Pre-event localized content

Guitar Hero 5 world record Live event updates

Guitar Hero 5 world record Post-event

MP4-12C Launch Sub-heading Text

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Principle 3: Create win-win relationships Appropriate social behaviours

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Social brand indicators Nine indicators to what will happen when you socialise your organisation Strategic Winning Inﬂuencer intent relationships networks Brand Engagement People outposts Knowledge Responsive Technology transfer http://farm3.static.ﬂickr.com/2230/2333512143_521f9223ca.jpg

Social brand barriers What stops us? Reputational Resource Managing Policies and View of social Value issues drain technology guidance media demonstration

Demonstrating ROI Currency Utility Entertainment Personal value Information Reward Incentive Engagement Followers Share of voice Sentiment Inﬂuence Awareness Effect

Continue the conversation @buckers

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Social brand fitness

by ChrisBuckleyUK on Apr 20, 2010

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Social brand fitness — Presentation Transcript