Building Brands with Social Media

Building Brands with 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

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

Integration

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

Five Ways to Build a Brand
User-generated experiences
Additional socially-inspired earned media
Turn conversations into loyalty
Word of mouth (viral)
Contribute to the community (grass-roots)

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

Nikon D90

Turning Second Hand Into Vintage

Loyalty Through Engagement
Conversations should inspire engagement, in turn creating brand loyalty
Ways to inspire loyalty
Crowd-sourcing
Listen and respond to complaints
Market-centric blog
Create opportunities for customers to interact with each other (forums, social networks)

Dell Learns to Listen

Word of Mouth (Viral)
Usually includes a brick and mortar component
Offers excitement about something not yet experienced
Sometimes inspire controversy, larger story
Builds anticipation and desire
Target influencers (blogger relations) to start
Leverages social networks to spread

www.SeaWorldCoasters.com

Contributing to the Community
Creating content
Participating in larger conversations
Integrating into social networks
Provide a valuable application
Build relationships on and off-line

Image for Radian6

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

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

Evaluate
Interest
Attitude
Action
Results

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

Building Brands with Social Media

by Society for New Communications Research (SNCR)

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Building Brands with Social Media Presentation Transcript