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NewComm Forum: Building Brands by Kami Huyse and Geoff Livingston
 

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.

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 NewComm Forum: Building Brands by Kami Huyse and Geoff Livingston Presentation Transcript

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