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

"A collection of perceptions in the mind of the consumer."

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

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

Powerful tools + Easy to use =

Everyone can create content

With Social Media Brand Defined by… Search engines New influentials Customer conversations Real product experiences

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

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?

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)

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

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

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)

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

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

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Contributing to the Community Creating content Participating in larger conversations Integrating into social networks Provide a valuable application Build relationships on and off-line

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

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

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

Kami Watson Huyse, APR

Phone: (210) 467-5092

E-mail: [email_address]

Blog: Communication Overtones

Web site: www.myprpro.com