Digital Branding and Social Media

Building A Better Brand
Fall 2009
#sprf09
5 October 2009
Tunica, MS
Olivier Blanchard
@thebrandbuilder

I
Olivier A. Blanchard
Part of what I do consists of helping companies
develop, integrate, manage and measure
social media programs.
Social Media and communications
can’t be divorced from brand management.
@thebrandbuilder
www.thebrandbuilder.wordpress.com
www.thebrandbuildermarketing.com
www.smroi.net

About Social media - First things first:

What this really is: People talking with people.

(Which is nothing new, really.)

People connecting with each other.

People creating communities…
on their own terms.

People sharing their passions.

People sharing their outrage.

How does this fit in with traditional marketing?
Command and Control Model
Messaging & Branding
Advertising
PR
The Public
Marketing
Web
events
You are here

FACT: People no longer trust advertising
and traditional corporate channels.

Some Nielsen Statistics on consumer trust:
Online banner ads: 28%
E-mail (opt-in): 48%
Television, magazines, radio: 55%
Newspapers: 66%
Recommendations from consumers: 78%
Word-of-Mouth: 62%-93%
(Depending on the country)

New Technologies have given people the power to
tune out messaging and marketing…
… and tune into relevance and dialogue.

Traditional marketing has been interrupted.

Invasion of the micro-channels.

The web no longer belongs to marketers.

People are again turning to each other…
Because they can.

The Emergence of New Media
Blogs are now read by 24% of adult Internet users,
up from 13% in 2006
Social networks are now used by 26% of adult Internet users, up from 17% in 2006
Mobile platform users will double by 2013 in the US
Txt + SMS (including Twitter SMS) already > voice.
Source: mashable

200 Million users+ worldwide
100 Million users log in daily
The average user has 120 friends (WOM)
Daily, 4 million users become fans of a page
30 Million + users access FB via mobile
Average stay on site is over 13 minutes
185 Million Users
Primary age demo: 14-34
Still the top social app. For youth.
Average stay on site is over 10 minutes
11%+ of adults online now use Twitter
12+ million users worldwide
Twitter Search may threaten Google
More and more online conversations now occur here
Events and websites are discovered here
“Twitter is Word-of-Mouth on steroids.” - @GaryVee
Blogs

BLOGS
133+ Million worldwide (50% are here)
25% of internet users read blogs daily
(up from 13% in 2006)
Brands without blogs are losing traction
No blog/dynamic content = weak SEO
Fastest growing demo: Women 24-55

85M Visitors in August
9% MoM Growth

8.9 billion YouTube videos viewed in July.
Downloaded by 120.3 Million US viewers
(That’s 1/3 of the US population.)
Total videos viewed on the web in July: 21 Billion
Source: Comscore

Your customers = a vibrant community.

And they’re doing their own thing.

They choose when to hang out with you.

Social Media can help organizations
connect with existing communities
And create new ones.

Ways in which Social Media can help your business:
Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (average $ value per transaction), and product penetration
Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations
Online Reputation Management, improved brand image via Social Web
Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence

You are no longer in the business of creating value.
You are in the business of creating importance.

People don’t get their coffee from Starbucks because of “value”.
People get their coffee from Starbucks because getting their coffee from Starbucks is important to them.
Pride.
Image.
Exclusivity.
Passion.
Uniqueness of Quality.
Sharing in a common passion.

Plant your flag. Stand for something. Stand out.

But don’t forget to listen.

Tip 1: Vertical Vs. Lateral Engagement

By the way...
There are 2 forces at work in Social Media:
Vertical Engagement
And
Lateral Engagement
This is important.

Vertical Engagement= Brand + Customer.
(This is not a monologue)
Great Experiences & Brand Loyalty.

Lateral Engagement = customer + customer
Validation and Scale.

How does this fit in with traditional marketing?
Command and Control Model
Messaging & Branding
Advertising
PR
The Public
Marketing
Web
events
Lateral
Vertical

People share things they love.
Twitter, YouTube and Facebook
Are word-of-mouth on steroids.

“The community closes the sale.”
- Porter Gale (@virginamerica)
Virgin America invests in the good will of customers, simply by publicly acknowledging and supporting them in the same channels where they’re communicating.

Tip 2: The mechanics of Engagement

How does this all fit into your existing web strategy?
Management
website
video
News
Info
Stories
Action
Blog

Engagement tip: Know your tools
http://twitterface.com

Today’s recommendation: Twitterface
Creating a Twitterface page promotes awareness and engagement.

Engagement

Outbound Thinking: Seeding channels
“Reaching out” basically means planting seeds.
Think of reaching out as spreading your content.
This is basic distribution across various channels.
Your website

Outbound Thinking: Spreading Content
Write a blog post
Share it on Facebook and Twitter
Create an event
On Facebook
Share it on your blog and Twitter
Create a #chat on Twitter
Share it on your blog and FaceBook

http://digg.com

http://stumbleupon.com

http://www.stumbleupon.com/technology

Tip 3: Listening & Monitoring

Do you really know how to listen?

How do you manage your brand in 2009?
www.radian6.com

Keyword & Mention Management Dashboards
www.radian6.com

Sentiment Monitoring
www.radian6.com

More Sentiment Analysis

Create Listening Posts Online
Blogs
BRAND

Listening & Monitoring platforms/tools
http://www.socialmention.com/
http://techrigy.com/
http://www.twitscoop.com/
http://www.peoplebrowsr.com/
http://www.radian6.com/cms/home
http://twitterface.com
http://pipes.yahoo.com/pipes/
http://www.netvibes.com

Tip 4: Responding
(Yes, you’re on 24/7/365 now.)

Responding to the public
Responding to your audience comes in 2 forms:
Conversational Responses (chat)
Informational Responses (link)
Either way, never argue, always be helpful, don’t
Ever become defensive.
Your website

Responding to the public
Engagement
PR

Custom
The river
to or about you

TweetDeck allows you to create follower categories

Compound
Basic
Basic
Search

Crisis Management
Have a crisis/response plan.
Make sure everyone knows the plan. Write it out. Keep it in an obvious place.
Train and drill the plan.
Let the press release or official statement guide your responses.
Link to the official statement on Facebook, Twitter, the blog, etc.
Monitor Social Media for mentions of the incident.
Be prepared to respond or answer questions on Twitter and Facebook.
Do not argue with detractors. Calmly state the facts. Be Zen.
Be honest and transparent. Social Media dwellers smell BS a mile away.
A swift, kind, honest discussion on Twitter can turn a disaster into a mere scrape. Relax and don’t take attacks personally.

Tip 5: How to manage a Brand on Twitter
http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/

Brand Management on Twitter
Face are personable, but lack context

Logos are clear, but impersonal

Combining faces + logos = humanity + context

The 1-800 number.
The lobby.
What people search for

Some thoughts about ROI and measurement
Measurement & Accountability

R.O.I.
RETURN
ON
INVESTMENT

THE R.O.I. EQUATION
Investment
Expectation of return

THE R.O.I. EQUATION
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
ROI =
COST OF INVESTMENT

Non-financial impact is not ROI (yet).

Types of non-financial impact
Customer complaints
Website Visitors
Impressions
Positive press
Click-throughs
YouTube views
Retweets
Coupons distributed
Visitors to a brick & mortar store
Positive WOM
Delivered emails
Negative press
Negative WOM
Employment applications
Blog comments
FaceBook friends
Social mention
Twitter followers

ROI = actualized potential.

Non-Financial Measurement & Accountability
Set Goals
Set Standards
Set Milestones
Pick the right measurement tools for the job
Examples of free tools:
Track website visits
Monitor visitor behavior
Track the growth of your Twitter Account
Monitor your Twitter stats
Track online mentions
Compare mentions
http://www.google.com/analytics/
http://twittercounter.com/pages/dashboard_info
http://www.blogpulse.com/trend
Track video downloads
Track video embeds
Track traffic from SM outposts to your website
Track FB & LinkedIn group members
Track blog visitors & comments
Track offline numbers and results

Join your community.
blogs, facebook, twitter, events, groups
forums, fund raisers, media.
Reconnect with your audience.
Partner with them more.
2. Take a leadership role.
blog, facebook group, twitter, events,
lectures, media relations, branding.
Inspire. Become important again.
3. Be easy to find.
“search”/ SEO, broad digital footprint.
Always be where your audience is.
4. Inspire passion.
What you do is important. What you do matters.

Ask away.
Olivier Blanchard
864.630.7398
www.thebrandbuildermarketing.com
@thebrandbuilder(on Twitter)

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Digital Branding and Social Media

by Olivier Blanchard

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