Augmenting Your Brand The Integration of Social Media

Augmenting Your Brand The Integration of 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

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

Integration

The Big Picture
Strategy drives all corporate communications
What are the objectives?
How can the company achieve its objectives?
Which tools will best address those needs?
Does social media fit into the plan?

Social Media: Why all the hype?
Powerful tools + Easy to use =
Everyone can create content

With Social Media Brand Defined by…
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

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

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

Breakout Session
How can social media augment my campaign?

Before Integrating: When in Rome…
Social Anthropology
Community defines the medium
Build it and they might not come

Common Corporate Mistakes
Control
New shiny object syndrome
Ignoring stakeholders
Dismissing the medium
Failing to understand symbiotic relationship between fourth and fifth estates (Integration!)

Corporate Control is a Myth
“ You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”
Joe Ragan, Newsradio
As quoted in “Groundswell” by Charlene Li and Josh Bernoff

Sleeping on the job…
http://www.youtube.com/watch?v=CvVp7b5gzqU&feature=related

Changing Face of Communications
Flattened Hierarchy
Time Shifting
Virtual Connections
Digital Tools
Convergence
Institute of Public Relations , paper ( pdf ) by John V. Pavlik , Ph.D., chair of the Department of Journalism and Media Studies, Rutgers, N.J.

09 f9 11 02 Song by Keith Burgmun, www.dinosaurlightning.com Liscense: http://www.archive.org/details/OhNineEffNine

Dead Blogs

Souless Social Media
Controlled messaging
+ Completely company centric
= Uninspiring content
Social media creates a means to engage stakeholders and larger communities. The e-version of a corporate newsletter doesn’t work. Participation does.

“ 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.”
Amy Jussel, Founder Executive Director, Shaping Youth

Off Target
Target’s e-mail response:
“ 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.”

Off Target
Target’s response to the New York Times:
“ 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.”

Four Stages of Engagement I. Listen IV. Evaluate III. Contribute II. Participate

Listen
Conversations are happening
Find the new influentials
Define your business objectives
Know your stakeholders
What issues drive the market
Where do they hang out

Participate
Engage influential voices
Ask their opinions
Meet them at conferences
Invite them to events
Expand their conversation, cross link to them
Join the community
Join the back channel
Leave comments
Be available

Contribute
Set relational objectives
Determine strategy
Look at community needs
Build an editorial mission
Provide resources: Critical component!!!
Determine which tools

Pick a Social Media Tool
Publishing platforms , Blogs, podcasts, vlogs
Social networking sites , Facebook, Twitter
Democratized networks , Digg, StumbleUpon
Virtual networking , Second Life
Aggregators , Techmeme
Edited social news , Fark, Spin Thicket
Content distribution , del.icio.us

Breakout Session
Social Media Planning Exercise

Evaluate
Desired outcomes
Interest
Attitude
Action
Results

Choose a Tool
Analytics – Google Analytics, Web Trends
Mentions – Technorati, Google blogs, Ask.com blogs
Paid tools for analysis – Radian6, Do-It-Yourself Dashboard
Jeremiah’s list of tools
Traditional Tools - Surveys, polls, focus group research
Grunig Relationship Survey
Free and Low-Cost Ways to Measure

Benchmarking

JTA Objectives
Build relationships with the online coaster community
Build awareness for the early opening of Journey to Atlantis
Drive visitation to the SeaWorld Coaster Website
Drive views of the Journey to Atlantis video and photo assets

www.SeaWorldCoasters.com

JTA Results
Interest
The Website received 78,264 visits and 170,644 page views from May through August 2007.
The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date.
Flickr photos have been viewed 102,101 times to date.
Of the initial 22 sites identified, 12 covered the ride, including Theme Park Insider, which was a high-value profile.
The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites. It is unknown how many people heard this way, but Theme Park Insider reports 2.5 million unique users a year
Attitude
The coverage was largely positive in tone, with some expected negativity about ride intensity
The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day.
These riders later left positive comments on YouTube videos
ACE invited SeaWorld San Antonio to attend its annual meeting in 2008.
Action
In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television.
With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television.
Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue.

Goodwill Fashionista
“ 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.”
Brendan Hurley , Senior Vice President of Marketing & Communications, Goodwill of Greater Washington
http://dcgoodwillfashions.blogspot.com

Goodwill Fashionista
Objective: Build awareness and drive traffic to the site as well as our brick & mortar stores.
Marketing Segment: young professional women who love vintage and inexpensive fashion.
Tactics: online store through eBay and Fashionista Blog and persona

A Media Darling
Key Result: Widespread Media Hits
National: CNN, NPR, Dow Jones, American Public Radio, PR Week, Chronicle of Philanthropy
Local: Washington Post, NBC, ABC, CBS, Washington Business Journal, WTOP
Speaking/Events: Fashion Week, BlogHER Business, Atlanta Interactive Marketing Association, DMAW

Integration
Content: How does the overall participation and effort coincide with other communication initiatives?
Can social media expand the corporate objectives with further discussion?
Can PR, blogs and blogger relations integrate?
Can advertising and badges cross promote?
What are the social calls to action?

Integration Discussion
Based on our workshop, how do your original ideas on integration work?
What will you do next?

Resources
http://del.icio.us/kamichat/brandingseminar

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

Augmenting Your Brand The Integration of Social Media

by Society for New Communications Research (SNCR) on Apr 01, 2011

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