Brand innovation & Social media


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We hear it every day: Everything is changing. Social media, globalization, climate change are just a few of the powerful and complex forces at work in our every day lives. Not only are people more connected than ever with constant access to a world of opinion mixed with fact, but they’re also feeling less confident, lacking control over everything from home to work to politics. So, the world is complex and facing major challenges, competition is fierce, and brands mean more. So what?

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Brand innovation & Social media

  1. 1. Brand Evolution & Innovation @mylifescape #innovationtoday Cherylann Smith Digital Innovator @GlobalMouse @DigitalCrunchZA
  2. 2. Brand innovation is beyond new media. New media is not new, it’s not the future. It’s now.
  3. 3. Where do you find time to be on all the social networks. Beyond traffic building. Main objective is quality and engagement.
  4. 4. WTF? We need to think, act, and generate ideas with the speed and agility of the change that surrounds us.
  5. 5. Social networks. Sean Parker – Napster. We live on the internet.
  6. 6. Welcome to the world as we knew it.
  7. 7. The way we share has changed. Instant sharing. A hunger for participation.
  8. 8. Social for everyone, everywhere
  9. 9. Everyone is an expert and conversations are everywhere.
  10. 10. I share. Therefore I am. Teenagers send 3339 texts per month, unless it’s a girl, then its closer to 4000 – N.Lubin
  11. 11. Your company sets the directions of the brand. Your community determines your actual brand image. You’ve never been in control.
  12. 12. Catch the wave. Observe. Listen. Plan.
  13. 13. Re-inventing your organisation. Don’t throw everything you know away. What works?
  14. 14. Some still believe: Don’t fix what’s not broken. If your competitors are playing in the social space, they will engage with your customers.
  15. 15. Social media audits. Social is past the “shiny new object” phase. It’s not a channel. It’s a component of your brand and communication strategy. Integration is key.
  16. 16. Back to the drawing board. Refreshing your brand in the digital age. Back to basics first. Listen. Watch. Learn. Insight for strategic campaigns. Positive. Negative. Neutral. This highlights who is talking about your brand. Integrate these insights into your planning.
  17. 17. How to perform a Social Audit. Review your accounts. Review your competitors. Listen. 1.  Take a close look at all your online accounts and do a gap analysis. What opportunities are you missing out on? 2.  Have you opened accounts and forgotten about them. 3.  What content is being shared and engaged with the most? 4.  What conversations are already being had that you can join? 5.  How often are you posting? What time of day are you posting? 6.  Define how you will respond to criticism. 7.  Are staff participating. How? Are there rules in place? 8.  Internal organizational evaluation of tools, resources, assets. 9.  Set goals and people responsible for content and updates. 10. Develop actionable best practices to achieve your social objectives
  18. 18. Remember to check your web presence. 1.  Is your site responsive. How does it display on tablets and phones? 2.  Check your content and make sure it’s optimised for Google. 3.  Is your design out dated. 4.  How much traffic do you have to your website 5.  What email marketing processes are in place for the organisation and for your clients? 6.  Do you have a show case of your work 7.  Define internal staff roles for online marketing 8.  Do you have an online press office 9.  Define a calendar of online activity 10. Link your social activities to your website 11. What is your key message to the market. Is this clear online?
  19. 19. Competitors Communications Audit 1.  Find your competitors social accounts. 2.  Do they exist. Are the profiles filled out. What kind of avatar do they have. Are they active? 3.  Popularity and frequency. How and when are they engaging 4.  What are their fans asking? What do they like. What do they share? 5.  Most commonly used words around the product/brand 6.  Identify potential gaps in the market 7.  What creative do they have. Do they change it. How often. 8.  Have a greater understanding around how the brand is positioned in the social media world 9.  Are traditional media campaigns discussed 10. Are they integrating with activations
  20. 20. Connecting people. Creating experiences.
  21. 21. Everything’s changing. You don’t get to where you want to be by advertising a lot. You get there by having remarkable conversations and change what it means to be your brand.
  22. 22. Making the right choice. Plan to win. Revitalize by brining the brand promise to life online. Is your online brand face pretty?
  23. 23. Social media efforts should always be an intuitive, natural extension of current brand strategies, strengthening brand identity and driving customer affinity.
  24. 24. So how do you create communities?
  26. 26. “Communities already exist. Instead, think about how you can help that community do what it wants to do” - Mark Zuckerberg
  27. 27. Understanding the community by listening and engaging. Give people stuff to share. Think participation and content.
  28. 28. Community + relationship marketing is not about broadcast. Create experiences. Build trust. Be honest. Respond timeously.
  29. 29. h"p://   Best bus stop
  30. 30. “Plan not for the people you reach, but for the people that they reach” Branding is an ongoing evolution of marketing, research and conversations. Start with listening.
  31. 31. When you listen you know what to share. Connecting at the right time with the right people and giving people stuff to share.
  32. 32. What story are you telling? Are you broadcasting. Are you telling to an audience? Stop doing that. Be authentic. Be remarkable. You don’t have an audience.
  33. 33. What do you want people to remember about you. What behaviour are you wanting to change. What value are you adding?
  34. 34. Community involvement. The role of new media is all about connections.
  35. 35. Connections. Influencers. Conversations. Be consistent, like with any friendship. This is how ideas spread.
  36. 36. What kind of people do you want to be involved in your brand? Bring those people into the conversation.
  37. 37. Start somewhere. Remember to get the basics right. •  Create your own organization, methods & tools •  Get beyond campaign-thinking •  Define the value through engagement •  Tell positive stories with measurable outcomes •  Build a training culture •  Share successes •  Connect with a digital centric network •  Client education and training •  Budget segmentations
  38. 38. Twitter isn't just the world's watercooler anymore – it’s the world's high street. Grow your business. Improve your relationships.
  39. 39. KLM Surprise. #Innovation
  40. 40. Everyone is looking for you. Will they find you? Your website is still relevant. So is Google.
  41. 41. This is your new business card. Your website is still relevant. So is Google.
  42. 42. Age of overload. Having more choices has never been more scary.
  43. 43. Do I have to be on social media to be fresh or is this just a passing fad? Things are already changing so quickly.
  44. 44. Making the right choices for your brand. Sharing the right content. Connected experiences.Visual. Timely. Relevant.
  45. 45. The missing link. Be willing to grow and evolve. •  Happily ever active content •  Create relevant content instead of more. That’s worth sharing •  Boost your blogger outreach •  Connect and grow your network with the right people
  46. 46. Project Uganda. The ‘everywhere library’ Media Innovation.
  47. 47. Don’t be scared of social media. “We know we need to be there, but where do we begin?”
  48. 48. Surround yourself with expert What are your priorities. Who can help you reach your goals?
  49. 49. Average is ‘so yesterday’. Collaboration is key if you want remarkable integration. Raise your standards internally. Identify and nurture an environment for internal “champions”. You can’t continue working as silos.
  50. 50. Remember your own expertise. Watch. Engage. Learn. Adapt. Strive to inspire.
  51. 51. Move at the speed of culture or become irrelevant. To stand out from the rest realise that the future is now. Think, what can we give, before we ask what can we get.
  52. 52. Crowdsourcing.
  53. 53. #Innovation
  54. 54. #Crowdsourcing
  55. 55. ROI. Impressions. Clicks. Acquisition. Engagement. Fans. Engaged Fans. Fans talking about us. Reach. Frequency. Traffic. Visits. Retention. Conversation. Conversion. Leads. Interactions. Transactions.
  56. 56. ROI? What are you investing in. What are you measuring. Think: Return on relationship!
  57. 57. Use the tools out there.
  58. 58. h"p://   Use the free tools available.
  59. 59. The attracting to social media is it’s ability to be used as part of an experience, rather than an experience in isolation.
  60. 60. Small steps to big change 1.  Live digital centric and build the rest of your campaign around that 2.  Take advantage of the fact that data radically improves digital and integrated strategy 3.  Eliminate the lines, and rather consider the opportunities 4.  Look at the rules, and realize that they no longer make sense in your marketing mix and the way you choose to relate to your customer 5.  Develop a plan to shift significant budget to digital so that you give digital significant chance to make a real difference. 6.  Be Google optimised and be ready to be found when consumers are ready to look you up.
  61. 61. Be different with the same principles. Don’t change overnight. Innovation is crucial to competitive success.
  62. 62. Let’s talk. Questions? @mylifescape #innovationtoday @GlobalMouse @DigitalCrunchZA
  63. 63. Cherylann Smith @mylifescape #DigitalCrunch I am a passionate, innovative big picture thinker who can connect digital and social to all other aspects of the client business to drive growth opportunities. @mylifescape #innovationtoday @GlobalMouse @DigitalCrunchZA
  64. 64. Disclaimer and Privacy Policy I believe in collaborative information sharing in order to grow and learn. The images used in this presentation are found from different sources all over the Internet, and are assumed to be in public domain and are displayed under the fair use principle. I provide information on the image's source and author whenever possible, and I will link back to the owner's website wherever applicable. Images in this presentation were mainly sourced from Mashable and through Google Image search. If you are the owner of the images and you believe that their use on this site is in violation of any copyright law, then please contact me directly and I will remove them. This presentation is not used for commercial purposes but only for knowledge sharing.