21st Century Brand Building with LinkedIn, Facebook and Twitter
Upcoming SlideShare
Loading in...5
×
 

21st Century Brand Building with LinkedIn, Facebook and Twitter

on

  • 809 views

 

Statistics

Views

Total Views
809
Slideshare-icon Views on SlideShare
628
Embed Views
181

Actions

Likes
1
Downloads
4
Comments
0

1 Embed 181

http://www.scoop.it 181

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    21st Century Brand Building with LinkedIn, Facebook and Twitter 21st Century Brand Building with LinkedIn, Facebook and Twitter Presentation Transcript

    • New Strategy for Enterprise Competitiveness Christopher S. Rollyson and Associates Strategy | Marketing | Innovation | Knowledge | Technology 21st Century Brand-Building with LinkedIn, Facebook and Twitter • Rejuvenating Traditional Brands • Creating Dynamic New Brands Entire contents © 2009 by Christopher S. Rollyson
    • Copyrighted material Agenda & Goals: Building Your Brand with LinkedIn, Facebook and Twitter • 21st Century Brand-Building • Social Media Examples This deck is a trove of links • Applications In "Social Media Examples," most logos upper right click through to further information In "Applications," large asterisk (*) symbols on right click through to demos Buttons that say "Read more" click through Look for extensive links on last two pages 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 2
    • Copyrighted material 21st Century: Chris Rollyson, 20 Years of Experience with Enterprise Transformation • Web 0.1 Human capital: people – Coached executives to thrive on economic changes • Web 1.0 Technology: Internet/enterprise software – Leading role, launching Java as an enterprise solution – One of Midwest’s first corporate Internet businesses • Web 1.0 Business process: e-business/knowledge – Corporate change agent at Big Four consultancy • Built websites, intranets and extranets to change business processes – Principal and subject matter expert at (another) Big Four consultancy • Led strategy engagements with auto, energy, CPG, financial services and others on creating the “real-time enterprise” • Business strategy for start-ups: transform industries with innovation • Web 2.0 Marketing & relationship: consumer empowerment – Customer-led communications revolution: what creates value and how – Globalization of colleagues/customers: P2P technology, relationships – What will stay the same, what will change 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 3
    • Copyrighted material 21st Century: It’s All Social • Many-to-many • Ecosystem • Expertise economy • Real-time Web 2.0 Blog • Distributed Wiki • Global • Digital • Fast 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 4
    • Copyrighted material 21st Century: Brand-Building • A distinct new flavor – Transparent and digital word of mouth – A new kind of interaction, different rules – Not your father’s Oldsmobile, or your mother’s – Social networks are the native way to get in this game • Customers expect you to be there • Like the Web in 1998, but: – Easier technically – Harder culturally: change how your firm relates to people Your brand: Not what you say it is.. What they say it is • Today, you will learn how to do it now 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 5
    • Copyrighted material 21st Century: Location, Location, Location • Go to where the customers are – The transaction cost is lower when you are on LinkedIn, Facebook and Twitter – One-click participation – Leverage your customers’ networks • Some demographics – LinkedIn: 35,000,000 executives – Facebook: 175,000,000 educated – Twitter: 2,200,000 digerati – MySpace: 253,000,000 everybody Knowledge Is Social Is Business • People interact with each other at low transaction costs 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 6
    • Copyrighted material 21st Century: Elements of Strategy • What’s not changing – Who your customers are – Customers’ demand for your product/service • What is changing – The ways customers communicate – How customers make buying decisions – The economics of engagement.. how everyone communicates • How to take advantage – Focus on stakeholders, not technology – Understand the ecosystem and how you fit in • Go to where your stakeholders vs. • Create new venues where stakeholders can do unique, relevant things • Align your company with them by putting them first 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 7
    • Copyrighted material Social Media Examples: GM & Kraft Pages Highlights • GM and Kraft have several Facebook Pages • Enable Facebook members to become Fans • Write on the wall • Share recipes, photos, videos, reviews Key insights • People are already on Facebook, so it’s easy to share • Fans appear in social ads by default • Kraft can send mass messages to Fans 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 8
    • Copyrighted material Social Media Examples: Southwest Airlines Highlights • • Southwest CEO Gary Kelly asks, “How can an airline make you more productive?” on LinkedIn Answers Receives 27 executive responses – Immediate passenger insights into how SW can add value to business passenger experience – Note: question not about Southwest • The question and answers are seen by 100s of other executives in the forum Key insights • Achieves real-time feedback and marketing goals • Fast, free, part of profile, actionable 3/3/09 How would it make you feel if the CEO of a major brand were to ask your opinion about his/her business in an open forum? 21st Century Brand Building with LinkedIn, Facebook and Twitter 9
    • Copyrighted material Social Media Examples: CNBC Highlights • • • LinkedIn members share CNBC news, blogs and video on LinkedIn LinkedIn community content is broadcast on CNBC LinkedIn survey results and on-air Q&A with CNBC anchors and reporters Key insights • • • This is the perfect collaboration between CNBC's viewer base of well-educated and affluent professionals CNBC content recommended by LinkedIn executives to each other CNBC reporters can query LinkedIn’s executive members for news stories Real-time collaboration and LinkedIn's powerful professional network.” – Mark Hoffman, CNBC President 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 10
    • Copyrighted material Social Media Examples: Mayo Clinic Highlights • Facebook site lets patients connect with each other – Patients tell their stories, in their own words – Digitizes the word of mouth that's always happened "over the back fence" • • Podcasts of doctors talking about diseases Co-creating experience “This is a new reality... It is how people are communicating now.” – Prospects, patients, employees – Sharing personal experience Key insights • • Facebook enables people to affiliate with Mayo as "fans,” developing community Podcasts are a broad distribution medium – Enable listeners to access in small chunks – Create additional leverage for costly video content 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter – Lee Aase, Manager, Syndications & Social Media, Mayo Clinic 11
    • Copyrighted material Social Media Examples: Obama iPhone App Highlights • • • One-click participation Supported key business processes Multimedia – Phone: make calls – Web browsing and email – Video, photos • Twitter, Facebook, LinkedIn, MySpace Key insights • • • • Reduce cost of engagement Chunk contributions small Leverage mobility: people can help from anywhere, at any time More: Obama social media case study – http://globalhumancapital.org/?p=216 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 12
    • Copyrighted material Social Media Examples: jetBlue Airways Highlights • • • Customers know what s happening and how to contact jetBlue Customers have become eyes and ears jetBlue adjusts and tells people real time Key insights • • • • • • “Twitter enables us to monitor what’s happening, to react and communicate Define your audience and your voice Watch and listen to customers and competitors Monitor every blog, but you don't have to respond to everything Ask for feedback constantly, and plan for the hard questions Stay involved; this is a 24/7 proposition More: jetBlue social media coverage quickly, to inform and to humanize.” – Morgan Johnson, Manager Corporate Communications – http://globalhumancapital.org/?p=215 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 13
    • Copyrighted material Social Media Examples: Cartier Highlights • • • Cartier’s “Love by Cartier” page available to members MySpace members can friend the Love by Cartier Page MySpace Pages for US, UK, France, Hong Kong, Japan, Italy, Switzerland, Spain, and China members Key insights • Beware of stereotypes – Cartier sees the MySpace community as a relevant venue – Extending the brand • “Cartier took the risk [of a presence on a mainstream social network] because we saw a "different way to talk to a young audience.” Real/time feedback – Real-time adjustment 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter – Corinne Delattre, Director of Communications 14
    • Copyrighted material Social Media Examples: Serena Software Highlights • • Global software company with 600 employees, many in home offices Ditched intranet for private Facebook group • • • • 3/3/09 haven’t succeeded in making it fun. If it’s not Key insights • “Enterprise vendors Facebook gives social information and breaks barriers within global work force Changed the culture, updated to Web 2.0 Much better communication and easier collaboration Easier to connect with clients and prospects with separate public Facebook group Gateway to behind-the-firewall enterprise data fun, people won’t do it. That’s why Facebook worked.” 21st Century Brand Building with LinkedIn, Facebook and Twitter – Kyle Arteaga, VP Corporate Communications 15
    • Copyrighted material Application: LinkedIn Polls • Poll LinkedIn or your network – Poll your network at no cost – When polling LI, you can target according to Age, Seniority, Company size, Geography, Gender – Enables comments, too • • Use with Groups to expand scope Advantages – – – – – 3/3/09 Demo B2B and B2C Inexpensive Fast Qualified People who add comments are clickable 21st Century Brand Building with LinkedIn, Facebook and Twitter 16
    • Copyrighted material Application: LinkedIn Direct Ads • Target an ad in minutes – – – – – • Age Seniority Company size Geography Gender Demo Point to employees – Great B2B application • Advantages – – – – 3/3/09 B2B and B2C Inexpensive Fast Qualified 21st Century Brand Building with LinkedIn, Facebook and Twitter 17
    • Copyrighted material Application: Facebook Ads • Target Facebook members – – – – – – – • • Keyword Geography (country, state, city) Age, gender Education (can specify name, major) Workplace Marital status, romantic interests Language(s) Demo See impact of target choices, real-time Advantages – Inexpensive (Cost/click= $.01 minimum) – Fast – Qualified 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 18
    • Copyrighted material Application: Facebook Social Ads • • Advertiser can choose “social ad” feature Friends displayed with brands Demo Synergizing “friends” and advertising 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 19
    • Copyrighted material Application: Twitter Care • • “Humanize” is the new watchword Customer service – Twitter is often first line of complaint • Mobility, immediacy • Emergent help • It’s easy to track search phrases – Comcast (Southwest, jetBlue) • Building P2P intimacy (Zappos CEO) – “Backstage pass” to someone’s life • Selling online (Dell and Southwest) – $1,000,000 sales in 2008 (Dell) via sales alerts • Escape – James Karl Buck tweeted his way out of jail 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 20
    • Copyrighted material Wrapping Up: Building Your Brand with LinkedIn, Facebook and Twitter • Realize that Web 2.0 is not mass communications 0.1 1.0 2.0 – It’s a mass of personal communications – Companies have to start communicating like people • Think small and iterative – The niche is profitable and social • Develop resident knowledge – These investments are modest – You need to be present – Capture the knowledge and disseminate it • It has to be fun – Not only for you—for them – Your customers love to help you.. help them • Your customers are your company – Trust them, they will trust you more.. and buy more 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 21
    • Copyrighted material Wrapping Up: Building Your Brand with LinkedIn, Facebook and Twitter In 1998… you got Amazoned if you didn’t get the Internet “The Obama Campaign epiotmizes the opportunities and In 2009… you’ll get Obamaed if you don’t get social media threats posed by disruptive technology in its early market” Read more 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter 22
    • Copyrighted material Explore: the Ecosystem Want to keep up? • Subscribe to the Social Network Roadmap Monthly Advisor – Advises CEOs, CMOs and CIOs on social network adoption – http://www.feedblitz.com/f/f.fbz?Sub=518100 • Join me on Facebook – Keep in touch real-time – Explore its marketing potential by checking out what my network is doing – http://profile.to/csrollyson 3/3/09 21st Century Brand Building with LinkedIn, Facebook and Twitter Thank you for your interest and enthusiasm! 23
    • Copyrighted material Explore: the Ecosystem • The Social Network Roadmap – Helps companies adopt Web 2.0 by managing risk – http://socialnetworkroadmap.com • The Global Human Capital Journal – CEO/CMO/CIO journal for innovation – Currently rated #8 worldwide by Technorati – http://globalhumancapital.org • The Executive’s Guide to LinkedIn – Use LinkedIn to drive company and individual value – Blog currently rated #2 worldwide by Technorati – http://executivesguide-linkedin.com • The Executive’s Guide to Twitter – Management advice, articles and websites – http://executivesguide-twitter.com • Social networks – – – – – 3/3/09 http://www.linkedin.com/in/csrollyson http://profile.to/csrollyson (facebook) http://myspace.com/csrollyson http://tinyurl.com/orkut-csrollyson http://tinyurl.com/xing-csrollyson 21st Century Brand Building with LinkedIn, Facebook and Twitter Microblogs http://twitter.com/eglii http://twitter.com/egtw http://twitter.com/csrollyson http://twitter.com/snroadmap http://plurk.com/user/csrollyson http://identi.ca/csrollyson http://kwippy.com/csrollyson http://csrollyson/tumblr.com/ http://friendfeed.com/csrollyson Other skype/IM - csrollyson iphone - chris@rollyson.net iphone +1.312.925.1549 24