WEB2.0 Branding: PT II- Creating Competitive Advantage


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demonstrates the power of Employer Branding, Personal Branding, BrandStreaming and WEB 2.0 Corporate Brand creates competitive advantage

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WEB2.0 Branding: PT II- Creating Competitive Advantage

  1. 1. Part II Developing Competitive Advantage © 2008
  2. 2. <ul><li>Greetings! </li></ul><ul><li>I am Ira Kaufman, President Optimized Strategies, Ph.D. Marketing </li></ul><ul><li>As a Marketing Strategist, I combine 30 years of rich experiences with </li></ul><ul><li>businesses and nonprofits to develop the potential of companies and institutions. </li></ul><ul><li>Marketing is evolving and expanding. It requires an integration of traditional advertising, online marketing, social media and networking to develop competitive advantage. </li></ul><ul><li>I challenge owners and senior executives to clarify their goals and translate them into a consistent Brand. Then our team develops an Integrated Marketing Strategy that leverages social media and online marketing. </li></ul><ul><li>Please join me on a journey to discover the Power of Social Media in building a </li></ul><ul><li>WEB2.0 Brand and Competitive Advantage . </li></ul><ul><li>Connect with me: </li></ul><ul><li>[email_address] </li></ul><ul><li>540-563-2249 (office); 540-875-8510 (cell) </li></ul><ul><li>Blog http://www.attractingtalenthub.com </li></ul><ul><li>LinkedIn http://www.linkedin.com/in/optimizedstrategies </li></ul><ul><li>Twitter http://twitter.com/ira9201 </li></ul><ul><li>Facebook http:// profile.to/irakaufman </li></ul>
  3. 3. How do you create Brand/Competitive Advantage in this social media environment?
  4. 4. Branding in WEB2.0 Branding in the social media generation has changed dramatically. It has expanded to include Corporate Brand Employer Brand Personal Brand
  5. 5. <ul><li>“ The value of a brand belongs to the market, not to the company… [managers] don’t know how to manage it.” </li></ul><ul><li>Ricardo Guimaraes, Thymus Branding </li></ul>
  6. 6. Traditional Brand <ul><li>Created in 1950’s with advent of TV </li></ul><ul><li>Brand lives outside the company, not inside </li></ul><ul><li>Companies are trying to control a closed structure by buying it, owing it </li></ul>
  7. 7. Online Brand
  8. 8. Web 2.0 Brand <ul><li>Brand is an open structure </li></ul><ul><li>It is what your customers say it is </li></ul><ul><li>Users communicate with each other and decide! </li></ul>
  9. 9. Website ads are not effective <ul><li>In 2008 content consumption of users going off a website increased by 153% </li></ul><ul><li>53% of online users consuming content from outside the publisher's site </li></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><li>How do you market when you no longer drive communications? </li></ul>
  10. 10. Creating Your WEB 2.0 Brand <ul><li>Create experience -- acting how you want to be perceived rather than talking about it. Social media gives you this possibility. </li></ul><ul><li>Allow consumers to interact with your brand -- become Brand Ambassadors – your online voice through User generated advertising, branded blogs and ongoing feedback. </li></ul><ul><li>Create branded content -- distribute across the global social media platforms. </li></ul><ul><li>Develop widgets, applications that create a genuine consumer benefit and drives engagement. </li></ul><ul><li>Provide consumers with tools to manage their personal brands </li></ul><ul><li>Connect with consumers -- Integrate offline and social media through links/ stories to communicate. </li></ul><ul><li>Move away from stand alone brand sites –- interlink platforms and content to engage. </li></ul><ul><li>. </li></ul>Universal McCann Global research into the impact of social media
  11. 11. MAC vs PC Conversation
  12. 12. What are they Branding?
  13. 13. Mac Buzzzz <ul><li>The leaders- set the pace </li></ul><ul><li>Youth, cutting edge, techie, user friendly </li></ul><ul><li>Focused on experience, relationships </li></ul><ul><li>Social media buzz from loyal Mac customers </li></ul><ul><li>Translates to other “i” and “Power” products </li></ul>
  14. 14. PC Social Media Buzzzz <ul><li>Were followers, not leaders- waited too long to respond </li></ul><ul><li>Designed to engage consumers and spark a new conversation about Windows </li></ul><ul><li>PC users can upload a video, which will be profiled on the site, can be shared with others, and could be featured in future Microsoft ads </li></ul><ul><li>Wave of 1st class word of mouth, that generated hundreds of amateur remakes of this campaign </li></ul>
  15. 15. Viral Video Views
  16. 16. Enter Brandstreamming <ul><li>Brandstream is a consistent flow of content created by a brand thru RSS feeds. </li></ul><ul><li>Shares and communicates a company's ideas, beliefs, passions, thoughts, and values. </li></ul><ul><li>Defines the company - while it communicates the brand and engages. </li></ul><ul><li>Creates new ways to engage social connections and information sharing between companies and their consumers. </li></ul><ul><ul><ul><ul><ul><li>pheedo.com </li></ul></ul></ul></ul></ul>
  17. 17. Brandstream <ul><li>Integrated Social Media campaign with the goals of driving </li></ul><ul><li>1) traffic, </li></ul><ul><li>2) newsletter sign-ups, and </li></ul><ul><li>3) RSS subscriptions </li></ul><ul><li>Ideas, beliefs, passions, thoughts, and values - that defines Cisco </li></ul><ul><li>Develop &quot;feed-powered&quot; ads on Websites, in which the client's ad is populated by dynamic content powered by the client's own RSS feed </li></ul>
  18. 18. &quot;The Human Network Effect&quot; <ul><li>Demonstrates the real business and social benefits of people coming together using Cisco® technology </li></ul><ul><li>Illustrates the impact of using the full power of the network </li></ul>http:// www.youtube.com/watch?v =vXnz9pG7GFc
  19. 19. Creating a Personal Social Brand <ul><li>Want to be remembered </li></ul><ul><li>Distinguished from the crowd </li></ul><ul><li>Follows you across jobs, careers </li></ul><ul><li>Mix of reputation, trust, attention, and execution </li></ul><ul><li>Decide what is your goal and impression you want to leave with a contact </li></ul>
  20. 20. Employer Brand <ul><li>Company’s image viewed through the eyes of the general public, its employees and potential job seekers </li></ul><ul><li>Generates meaningful conversations with talent. </li></ul><ul><li>Promise that creates expectations about the work experience </li></ul><ul><li>Project the company as an Employer of Choice </li></ul>
  21. 21. Building a Powerful Employer Brand <ul><li>Set the Standard, the Promise - </li></ul><ul><li>Build the Brand – Brand is built on </li></ul><ul><ul><ul><li>Employer Brand Promise </li></ul></ul></ul><ul><ul><ul><li>Employer Brand Voice – consistent communication both internal and external to the company </li></ul></ul></ul><ul><li>Showcase the Brand – Implement an Integrated Social Media Strategy that leverages a mix of media to gain traction for the Brand and the jobs posted. </li></ul><ul><li>Measure the Impact – Evaluate the effect of the Employer Brand on job seekers and employees. </li></ul>
  22. 22. Powerful Employer Brands Google sets the standard for Silicon Valley: free meals, swimming spa, and free doctors onsite. Engineers can spend 20% of time on independent projects. No wonder Google gets 1,300 résumés a day . The Purple Promise is our willingness to make every Fed Ex experience outstanding with equal commitment to delivering on that promise inside and outside of the organization. http:// fedex.hodesiq.com/careers/job_search.aspx?User_ID = We are defined by our people - passionate and dedicated professionals who work closely with clients and look out for one another. http://www.bearingpoint.com/Careers
  23. 23. Have you developed your personal brand? <ul><li>Why are you here? </li></ul><ul><li>Are you satisfied with your elevator pitch? </li></ul><ul><li>What steps have you taken to build your personal brand? </li></ul>
  24. 24. Make Your Personal Brand Alive <ul><li>Develop a personal social media plan </li></ul><ul><li>Develop an elevator speech </li></ul><ul><li>Share your values, vision </li></ul><ul><li>Build your network </li></ul><ul><li>Create a consistent Digital Profile </li></ul><ul><li>Listen, Participate, Comment </li></ul><ul><li>Define your Online Persona with selected social network uploads </li></ul><ul><li>Monitor your Online Reputation </li></ul><ul><li>Refine your Communications skills </li></ul><ul><li>Become a Thought Leader </li></ul><ul><li>Select social relationships carefully </li></ul><ul><li>Define your Brand with etiquette and tradition </li></ul><ul><li>Give something back … time, talent, money </li></ul>
  25. 25. WEB2.0 Branding Summary <ul><li>Sum total of your users’ interactive experiences </li></ul><ul><li>Keeps the conversation Alive </li></ul><ul><li>Distributed virally </li></ul>