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B2B Social Media Marketing: Humanizing Your Company
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B2B Social Media Marketing: Humanizing Your Company

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Social media has become the fastest way to humanize your brand. Once "faceless" corporations are embracing transparency and authenticity and engaging with their customers. By by-passing the call …

Social media has become the fastest way to humanize your brand. Once "faceless" corporations are embracing transparency and authenticity and engaging with their customers. By by-passing the call center, by responding as real people and by adding a touch of humour, companies are increasing customer loyalty. In this presentation Christine Perkett shows how brands are shifting from staunch, corporate entities to humanized, "socialized" powerhouses

Published in: Business, News & Politics
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Transcript

  • 1. Humanizing Your Brand October 12, 2011
  • 2. What Makes a Brand “Human”
  • 3. “Things don’t have to change the world to be important.”- Steve Jobs
  • 4. Source: Wikipedia
  • 5. “Business customers are peopletoo, and they love to connect insocial channels”Josh Bernoff, author and analyst
  • 6. Where B2B marketers plan to spend in 2012•  20% social media;•  19% online ads;•  18% mobile marketing;•  17% search engine marketingANA (Association of National Advertisers)
  • 7. Marketers Biggest Headaches v Data Explosion v Social Media v Proliferation of Channels and Devices v Shifting Consumer DemographicsIBM CMO Study 2011
  • 8. All too often, B2B marketingefforts are restrained by a deadlyseriousness that simply ignoresthe humanity of the target.Fast Company
  • 9. Source: Wikipedia
  • 10. Source: Wikipedia
  • 11. Source: Wikipedia
  • 12. Source: Wikipedia
  • 13. Source: Wikipedia
  • 14. “…increased productivity in the call center by 10 percent and quality of guest carecontinues to rise”
  • 15. •  Sense of humor•  Stick with the shtick•  Resourceful•  Open/transparent•  Consistent
  • 16. “Delivering customer value is paramount — and an organization’s behavior is asimportant as the products and services it provides” IBM CMO Study•  Always say “Please” and “Thank You”•  Personal … & professional•  Talking with not at•  Resourceful
  • 17. •  Innovative•  Understanding the audience•  Patience•  Sense of humor•  Taking risks•  Track and measure
  • 18. •  2.7 times increase in website traffic•  3.2 times increase in conversion•  5.3 times increase in blog traffic•  6.0 times increase in registration of community members•  Numerous awards, coverage, recognition
  • 19. Humans Solve Problemsv Data – resourceful, helpful, pointed (vs just entertaining)v Social Media – building awareness, relationships (vs making deals, specials)v Proliferation of Channels and Devices - (integrated pull/push/pull marketing campaigns, reusable content)
  • 20. Thank you! Christine Perkett cperkett@perkettpr.com P: 781.834.5852 @PerkettPR and @missusPhttp://www.linkedin.com/in/christineperkett http://www.facebook.com/PerkettPR

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