THE GLUE BETWEEN YOUR
  BRAND & THE PUBLIC

    Amber Roussel | Ah-Ha! Creative
             @pureamber


          IS Con...
You've got a brand. You think it's awesome. You
want other people to think it's awesome too. How
do you make it happen? Wh...
LET’S CREATE AWESOME


• My  brand is awesome. I want others to think it’s as awesome
 as I do.

• How   do I get people t...
GIVE ‘EM SOMETHING
             TO TALK ABOUT

• Put   yourself out there. Show them your guts.

• Highlight
          som...
BEULLER?


• Brand Ambassador

• Community    of Brand Enthusiasts

• Marketing   Pro
BRAND AMBASSADOR


• Official   representative

• Carries   your message to the public

• Gives   your company visibility w...
COMMUNITY OF BRAND
           ENTHUSIASTS

• Word    of mouth approach

• Grassroots

• Use    your existing community

• ...
MARKETING PRO


• Develop   the plan of attack

• Consistent    messaging

• Brand   Management

• Traditional   tactics +...
PLAN, PLAN, PLAN


• Decide    appropriate timeline

• Set   requirements

• Formulate     key messaging

• Set   goals
STAR SEARCH

• Get   talent on board

• The   right fit is crucial

• Do    your homework

• Provide
        lots of suppor...
...CONNECT THE DOTS
INCORPORATE MULTIPLE
TYPES OF ENGAGEMENT
     Both Online & Offline
ONLINE

• Build   your army - Facebook

• Immediate      Satisfaction - Twitter

• 3D   - Youtube

• Location   - Foursqua...
OFFLINE

• Buzzworthy   - Live Events

• Face   time - Appearances

• Excitement   - Challenges or contests

• Garner   su...
MAKE SURE THE FRONT END
 MATCHES THE BACK END
BE SOCIALLY RESPONSIBLE

• Use   the opportunity to give back

• Encourage    your team to incorporate giving

• Align   y...
MAKE IT STICK

• Follow
       through & track your progress - ensure a fair way to
 measure success

• Let   loose the re...
CASE STUDIES
24|7 CREATIVE

• Facebook   - primary

• Youtube   - secondary

• 25,000+   fans in 1 month

• 800+   photos shared

• Art...
FORD FIESTA MOVEMENT

• Teams   of “agents”

• Regional   focus

• Events, Foursquare, SMS   -
 primary

• Twitter, Facebo...
SOUTH AFRICA TOURISM

• Personal   experience

• Blog   - primary

• Youtube, Facebook   -
 secondary

• Travel   focus
Q&A
THE GLUE BETWEEN YOUR
  BRAND & THE PUBLIC

    Amber Roussel | Ah-Ha! Creative
             @pureamber


          IS Con...
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IS Conference - The Glue Between Your Brand & the Public

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You've got a brand. You think it's awesome. You want other people to think it's awesome too. How do you make it happen? Who do you enlist to help you get people talking and engaged? A marketing professional, a brand ambassador, a community of brand enthusiasts. Possibly. But, how do you use an interactive campaign to engage people not just online, but in-person? And how can you be socially responsible instead of socially overwhelming in the process? Let's face it, there's a fine line between engaging messaging and spam. Let's talk about what works and what doesn't.

http://www.is-conference.com/amber-roussel.html

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  • IS Conference - The Glue Between Your Brand & the Public

    1. 1. THE GLUE BETWEEN YOUR BRAND & THE PUBLIC Amber Roussel | Ah-Ha! Creative @pureamber IS Conference 2010
    2. 2. You've got a brand. You think it's awesome. You want other people to think it's awesome too. How do you make it happen? Who do you enlist to help you get people talking and engaged? A marketing professional, a brand ambassador, a community of brand enthusiasts. Possibly. But, how do you use an interactive campaign to engage people not just online, but in-person? And how can you be socially responsible instead of socially overwhelming in the process? Let's face it, there's a fine line between engaging messaging and spam. Let's talk about what works and what doesn't.
    3. 3. LET’S CREATE AWESOME • My brand is awesome. I want others to think it’s as awesome as I do. • How do I get people talking & engaged? • Who do I enlist to help?
    4. 4. GIVE ‘EM SOMETHING TO TALK ABOUT • Put yourself out there. Show them your guts. • Highlight something... New product? Company changes? New partnership? Change in focus? • Interaction is a 2-way street. • Be real. People care about people.
    5. 5. BEULLER? • Brand Ambassador • Community of Brand Enthusiasts • Marketing Pro
    6. 6. BRAND AMBASSADOR • Official representative • Carries your message to the public • Gives your company visibility with a personal touch • Can be an employee
    7. 7. COMMUNITY OF BRAND ENTHUSIASTS • Word of mouth approach • Grassroots • Use your existing community • Give them the tools & incorporate their inspiration • Be a leader of the community
    8. 8. MARKETING PRO • Develop the plan of attack • Consistent messaging • Brand Management • Traditional tactics + new media
    9. 9. PLAN, PLAN, PLAN • Decide appropriate timeline • Set requirements • Formulate key messaging • Set goals
    10. 10. STAR SEARCH • Get talent on board • The right fit is crucial • Do your homework • Provide lots of support & a forum for team involvement - encourage everyone to speak up and collaborate
    11. 11. ...CONNECT THE DOTS
    12. 12. INCORPORATE MULTIPLE TYPES OF ENGAGEMENT Both Online & Offline
    13. 13. ONLINE • Build your army - Facebook • Immediate Satisfaction - Twitter • 3D - Youtube • Location - Foursquare, Gowalla • Storytelling - Blogging
    14. 14. OFFLINE • Buzzworthy - Live Events • Face time - Appearances • Excitement - Challenges or contests • Garner support - SMS • Community care - Non-profit tie-in
    15. 15. MAKE SURE THE FRONT END MATCHES THE BACK END
    16. 16. BE SOCIALLY RESPONSIBLE • Use the opportunity to give back • Encourage your team to incorporate giving • Align yourself with the right organization • Warm & fuzzy = PR mania • “Love your work & work your love.”
    17. 17. MAKE IT STICK • Follow through & track your progress - ensure a fair way to measure success • Let loose the reins • Compensate & incentivize • Give back, give recognition and give praise
    18. 18. CASE STUDIES
    19. 19. 24|7 CREATIVE • Facebook - primary • Youtube - secondary • 25,000+ fans in 1 month • 800+ photos shared • Artistic/creative focus, minimal branding by HP & Intel
    20. 20. FORD FIESTA MOVEMENT • Teams of “agents” • Regional focus • Events, Foursquare, SMS - primary • Twitter, Facebook, Youtube - secondary
    21. 21. SOUTH AFRICA TOURISM • Personal experience • Blog - primary • Youtube, Facebook - secondary • Travel focus
    22. 22. Q&A
    23. 23. THE GLUE BETWEEN YOUR BRAND & THE PUBLIC Amber Roussel | Ah-Ha! Creative @pureamber IS Conference 2010
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