Building Your Brand With Conversational Media


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A process for enhancing your brand by integrating social media

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  • Building Your Brand With Conversational Media

    1. 1. Building Your Brand The Integration of Social Media Kami Watson Huyse, APR “ Building Blocks” by Redroom Studios, Flickr
    2. 2. Defining Brand <ul><li>&quot;A collection of perceptions in the mind of the consumer.&quot; </li></ul>Definition from Building Brands
    3. 3. Branding and Public Relations <ul><li>Strengths of PR in Social Media: </li></ul><ul><li>Reputation Management </li></ul><ul><li>Symmetrical Model </li></ul><ul><li>Community Relations </li></ul>
    4. 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. 5. Corporate Control is a Myth <ul><li>“ You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” </li></ul><ul><li>Joe Ragan, Newsradio </li></ul><ul><li>As quoted in “Groundswell” by Charlene Li and Josh Bernoff </li></ul>
    6. 6. Sleeping on the job… <ul><li> </li></ul>
    7. 7. Changing Face of PR <ul><li>Flattened Hierarchy </li></ul><ul><li>Time Shifting </li></ul><ul><li>Virtual Connections </li></ul><ul><li>Digital Tools </li></ul><ul><li>Convergence </li></ul>Institute of Public Relations , paper ( pdf ) by John V. Pavlik , Ph.D., chair of the Department of Journalism and Media Studies, Rutgers, N.J.
    8. 8. Social Media and Brand Defined by… <ul><li>search engines </li></ul><ul><li>new influentials </li></ul><ul><li>customer conversations </li></ul>
    9. 9. 09 f9 11 02 Song by Keith Burgmun, Liscense:
    10. 11. <ul><li>“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” </li></ul><ul><li>Amy Jussel, Founder Executive Director, Shaping Youth </li></ul>
    11. 12. Off Target <ul><li>Target’s e-mail response: </li></ul><ul><li>“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.” </li></ul>
    12. 14. Off Target <ul><li>Target’s response to the New York Times: </li></ul>“ We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
    13. 15. Four Stages of Engagement I. Listen IV. Evaluate III. Contribute II. Participate
    14. 16. Listen <ul><li>Conversations are happening </li></ul><ul><li>Find the new influentials </li></ul><ul><li>Define your business objectives </li></ul><ul><li>Know your stakeholders </li></ul><ul><li>Where do they hang out </li></ul><ul><li>Find a tool that suits your needs </li></ul>
    15. 18. Participate <ul><li>Engage influential voices </li></ul><ul><ul><li>Ask their opinions </li></ul></ul><ul><ul><li>Meet them at conferences </li></ul></ul><ul><ul><li>Invite them to events </li></ul></ul><ul><li>Join the community </li></ul><ul><ul><li>Join the back channel </li></ul></ul><ul><ul><li>Leave comments </li></ul></ul><ul><ul><li>Be available </li></ul></ul>
    16. 20. Contribute <ul><li>Set Relational Objectives </li></ul><ul><li>Determine strategy </li></ul><ul><li>Look at community needs </li></ul><ul><li>Provide resources </li></ul>
    17. 22. Pick a Social Media Tool <ul><li>Publishing platforms , Blogs, podcasts, vlogs </li></ul><ul><li>Social networking sites , Facebook, Twitter </li></ul><ul><li>Democratized networks , Digg, StumbleUpon </li></ul><ul><li>Virtual networking , Second Life </li></ul><ul><li>Aggregators , Techmeme </li></ul><ul><li>Edited social news , Fark, Spin Thicket </li></ul><ul><li>Content distribution , </li></ul>
    18. 26. Evaluate <ul><li>Interest </li></ul><ul><li>Attitude </li></ul><ul><li>Action </li></ul>
    19. 27. Choose a Tool <ul><li>Analytics – Google Analytics, Web Trends </li></ul><ul><li>Mentions – Technorati, Google blogs, blogs </li></ul><ul><li>Paid tools for analysis – Radian6, Do-It-Yourself Dashboard </li></ul><ul><li>Jeremiah’s list of tools </li></ul><ul><li>Traditional Tools - Surveys, polls, focus group research </li></ul><ul><li>Grunig Relationship Survey </li></ul><ul><li>Free and Low-Cost Ways to Measure </li></ul>
    20. 28. Benchmarking
    21. 29. JTA Objectives <ul><li>Build relationships with the online coaster community </li></ul><ul><li>Build awareness for the early opening of Journey to Atlantis </li></ul><ul><li>Drive visitation to the SeaWorld Coaster Website </li></ul><ul><li>Drive views of the Journey to Atlantis video and photo assets </li></ul>
    22. 30.
    23. 34. JTA Results <ul><li>Interest </li></ul><ul><li>The Website received 78,264 visits and 170,644 page views from May through August 2007. </li></ul><ul><li>The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. </li></ul><ul><li>  Flickr photos have been viewed 102,101 times to date. </li></ul><ul><li>Of the initial 22 sites identified, 12 covered the ride, including Theme Park Insider, which was a high-value profile. </li></ul><ul><li>The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites. </li></ul><ul><li>Attitude </li></ul><ul><li>The coverage was largely positive in tone, with some expected negativity about ride intensity </li></ul><ul><li>The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. </li></ul><ul><li>These riders later left positive comments on YouTube videos </li></ul><ul><li>ACE invited SeaWorld San Antonio to attend its annual meeting in 2008. </li></ul><ul><li>Action </li></ul><ul><li>In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. </li></ul><ul><li>With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. </li></ul><ul><li>Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated the project brought in over $2.6 million in revenue. </li></ul>
    24. 35. Goodwill Fashionista <ul><li>“ It wasn’t until I started developing our 2007 strategic marketing plan that I finally figured out my problem: I was trying too hard to develop a social networking strategy instead of incorporating social networking into my marketing strategy.” </li></ul><ul><li>Brendan Hurley , Senior Vice President of Marketing & Communications, Goodwill of Greater Washington </li></ul>
    25. 36. Goodwill Fashionista <ul><li>Objective: Build awareness and drive traffic to the site as well as our brick & mortar stores. </li></ul><ul><li>Marketing Segment: young professional women who love vintage and inexpensive fashion. </li></ul><ul><li>Tactics: online store through eBay and Fashionista Blog and persona </li></ul>
    26. 38. Resources <ul><li> </li></ul>
    27. 39. <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: </li></ul>