Building Brands with Social Media Kami Watson Huyse, APR and Geoff Livingston “ Building Blocks” by Redroom Studios, Flickr
Defining Brand <ul><li>&quot;A collection of perceptions  in the mind of the consumer.&quot; </li></ul>Definition from  Bu...
How Brands Are Defined <ul><li>A brand represents a commitment, a promise from an entity to a stakeholder: </li></ul><ul><...
Social Media: Why all the hype? <ul><li>Powerful tools + Easy to use =  </li></ul><ul><li>Everyone can create content </li...
With Social Media  Brand Defined by… <ul><li>Search engines </li></ul><ul><li>New influentials </li></ul><ul><li>Customer ...
Social Media’s Impact on Branding <ul><li>Can convey the three aspects of brands </li></ul><ul><li>Conversations lead to e...
Integration
The Big Picture <ul><li>Strategy drives all corporate communications </li></ul><ul><ul><li>What are the objectives? </li><...
Five Ways to Build a Brand <ul><li>User-generated experiences </li></ul><ul><li>Additional socially-inspired earned media ...
Social Media In a Larger Communications Plan  <ul><li>Outstanding PR tool for third party credibility </li></ul><ul><ul><l...
Social Media In a Larger Communications Plan  <ul><li>A nice shot in the arm for marketing, too </li></ul><ul><ul><li>SEO ...
Nikon D90
Turning Second Hand Into Vintage
Loyalty Through Engagement <ul><li>Conversations should inspire engagement, in turn creating brand loyalty </li></ul><ul><...
Dell Learns to Listen
 
Word of Mouth (Viral) <ul><li>Usually includes a brick and mortar component </li></ul><ul><li>Offers excitement about some...
www.SeaWorldCoasters.com
 
Contributing to the Community <ul><li>Creating content </li></ul><ul><li>Participating in larger conversations </li></ul><...
Image for Radian6
Before Integrating:  When in Rome… <ul><ul><li>Social Anthropology </li></ul></ul><ul><ul><li>Community defines the medium...
Four Stages of Engagement I. Listen IV. Evaluate III. Contribute II. Participate
Evaluate <ul><li>Interest </li></ul><ul><li>Attitude </li></ul><ul><li>Action </li></ul><ul><li>Results </li></ul>
<ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: (210) 467-5092 </li></ul><ul><li>E-mail:  [email_address] </li></u...
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NewComm Forum: Building Brands by Kami Huyse and Geoff Livingston

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Presentation given by Kami Huyse and Geoff Livingston on 4/23 at NewComm Forum on building brands through social media.

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  • NewComm Forum: Building Brands by Kami Huyse and Geoff Livingston

    1. Building Brands with Social Media Kami Watson Huyse, APR and Geoff Livingston “ Building Blocks” by Redroom Studios, Flickr
    2. Defining Brand <ul><li>&quot;A collection of perceptions in the mind of the consumer.&quot; </li></ul>Definition from Building Brands
    3. How Brands Are Defined <ul><li>A brand represents a commitment, a promise from an entity to a stakeholder: </li></ul><ul><li>Verbally (orally and in print) </li></ul><ul><li>Visually (logo, ads, presentation) </li></ul><ul><li>Experience </li></ul>
    4. Social Media: Why all the hype? <ul><li>Powerful tools + Easy to use = </li></ul><ul><li>Everyone can create content </li></ul>
    5. With Social Media Brand Defined by… <ul><li>Search engines </li></ul><ul><li>New influentials </li></ul><ul><li>Customer conversations </li></ul><ul><li>Real product experiences </li></ul>
    6. Social Media’s Impact on Branding <ul><li>Can convey the three aspects of brands </li></ul><ul><li>Conversations lead to engagement </li></ul><ul><li>Viral component </li></ul><ul><li>Customer experience (Reputation) </li></ul><ul><li>Community relations </li></ul><ul><li>Crisis PR </li></ul>
    7. Integration
    8. The Big Picture <ul><li>Strategy drives all corporate communications </li></ul><ul><ul><li>What are the objectives? </li></ul></ul><ul><ul><li>How can the company achieve its objectives? </li></ul></ul><ul><ul><li>Which tools can best address those needs? </li></ul></ul><ul><ul><li>Does social media fit in? </li></ul></ul>
    9. Five Ways to Build a Brand <ul><li>User-generated experiences </li></ul><ul><li>Additional socially-inspired earned media </li></ul><ul><li>Turn conversations into loyalty </li></ul><ul><li>Word of mouth (viral) </li></ul><ul><li>Contribute to the community (grass-roots) </li></ul>
    10. Social Media In a Larger Communications Plan <ul><li>Outstanding PR tool for third party credibility </li></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><ul><li>Earned media throughout the long tail </li></ul></ul><ul><ul><li>Media influence </li></ul></ul><ul><ul><li>Intangibles like speaking engagements </li></ul></ul><ul><ul><li>User generated case studies </li></ul></ul><ul><ul><li>Crisis tool </li></ul></ul>
    11. Social Media In a Larger Communications Plan <ul><li>A nice shot in the arm for marketing, too </li></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Word-of-mouth customer referrals </li></ul></ul><ul><ul><li>Product marketing through crowd-sourcing, user-generated feedback </li></ul></ul><ul><ul><li>Conversations provide “live” brochures </li></ul></ul><ul><ul><li>Feedback mechanism to adjust strategy </li></ul></ul><ul><ul><li>Sales leads </li></ul></ul><ul><ul><li>Brand loyalty </li></ul></ul>
    12. Nikon D90
    13. Turning Second Hand Into Vintage
    14. Loyalty Through Engagement <ul><li>Conversations should inspire engagement, in turn creating brand loyalty </li></ul><ul><li>Ways to inspire loyalty </li></ul><ul><ul><li>Crowd-sourcing </li></ul></ul><ul><ul><li>Listen and respond to complaints </li></ul></ul><ul><ul><li>Market-centric blog </li></ul></ul><ul><ul><li>Create opportunities for customers to interact with each other (forums, social networks) </li></ul></ul>
    15. Dell Learns to Listen
    16.  
    17. Word of Mouth (Viral) <ul><li>Usually includes a brick and mortar component </li></ul><ul><li>Offers excitement about something not yet experienced </li></ul><ul><li>Sometimes inspire controversy, larger story </li></ul><ul><li>Builds anticipation and desire </li></ul><ul><li>Target influencers (blogger relations) to start </li></ul><ul><li>Leverages social networks to spread </li></ul>
    18. www.SeaWorldCoasters.com
    19.  
    20. Contributing to the Community <ul><li>Creating content </li></ul><ul><li>Participating in larger conversations </li></ul><ul><li>Integrating into social networks </li></ul><ul><li>Provide a valuable application </li></ul><ul><li>Build relationships on and off-line </li></ul>
    21. Image for Radian6
    22. Before Integrating: When in Rome… <ul><ul><li>Social Anthropology </li></ul></ul><ul><ul><li>Community defines the medium </li></ul></ul><ul><ul><li>Build it and they might not come </li></ul></ul>
    23. Four Stages of Engagement I. Listen IV. Evaluate III. Contribute II. Participate
    24. Evaluate <ul><li>Interest </li></ul><ul><li>Attitude </li></ul><ul><li>Action </li></ul><ul><li>Results </li></ul>
    25. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: (210) 467-5092 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Blog: Communication Overtones </li></ul><ul><li>Web site: www.myprpro.com </li></ul>Geoff Livingston Phone: (703) 647-7513 E-mail: geoff@livingstonbuzz.com Blog: The Buzz Bin Web site: www.livingstonbuzz.com

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