Digital Branding and Social Media

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This presentation was given to the Southern Public Relations Federation during their 2009 annual conference in Tunica, MS.

This presentation was given to the Southern Public Relations Federation during their 2009 annual conference in Tunica, MS.

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  • 1. Building A Better Brand
    Fall 2009
    #sprf09
    5 October 2009
    Tunica, MS
    Olivier Blanchard
    @thebrandbuilder
  • 2. 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
  • 3.
  • 4. About Social media - First things first:
  • 5. What this really is: People talking with people.
  • 6. (Which is nothing new, really.)
  • 7. People connecting with each other.
  • 8. People creating communities…
    on their own terms.
  • 9. People sharing their passions.
  • 10. People sharing their outrage.
  • 11. How does this fit in with traditional marketing?
    Command and Control Model
    Messaging & Branding
    Advertising
    PR
    The Public
    Marketing
    Web
    events
    You are here
  • 12. FACT: People no longer trust advertising
    and traditional corporate channels.
  • 13. 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)
  • 14. New Technologies have given people the power to
    tune out messaging and marketing…
    … and tune into relevance and dialogue.
  • 15. Traditional marketing has been interrupted.
  • 16. Invasion of the micro-channels.
  • 17. The web no longer belongs to marketers.
  • 18. People are again turning to each other…
    Because they can.
  • 19. Blogs
  • 20. 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 &gt; voice.
    Source: mashable
  • 21. 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
  • 22. 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
  • 23.
  • 24. 85M Visitors in August
    9% MoM Growth
  • 25. 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
  • 26. Your customers = a vibrant community.
  • 27.
  • 28. And they’re doing their own thing.
  • 29.
  • 30.
  • 31. They choose when to hang out with you.
  • 32. Social Media can help organizations
    connect with existing communities
    And create new ones.
  • 33. 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
  • 34. You are no longer in the business of creating value.
    You are in the business of creating importance.
  • 35. 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.
  • 36. Plant your flag. Stand for something. Stand out.
  • 37. But don’t forget to listen.
  • 38. Tip 1: Vertical Vs. Lateral Engagement
  • 39. By the way...
    There are 2 forces at work in Social Media:
    Vertical Engagement
    And
    Lateral Engagement
    This is important.
  • 40. Vertical Engagement= Brand + Customer.
    (This is not a monologue)
    Great Experiences & Brand Loyalty.
  • 41. Lateral Engagement = customer + customer
    Validation and Scale.
  • 42. How does this fit in with traditional marketing?
    Command and Control Model
    Messaging & Branding
    Advertising
    PR
    The Public
    Marketing
    Web
    events
    Lateral
    Vertical
  • 43. People share things they love.
    Twitter, YouTube and Facebook
    Are word-of-mouth on steroids.
  • 44. “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.
  • 45. Tip 2: The mechanics of Engagement
  • 46. How does this all fit into your existing web strategy?
    Management
    website
    video
    News
    Info
    Stories
    Action
    Blog
  • 47. Engagement tip: Know your tools
    http://twitterface.com
  • 48. Today’s recommendation: Twitterface
    Creating a Twitterface page promotes awareness and engagement.
  • 49. Engagement
  • 50. 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
  • 51. 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
  • 52. Outbound Thinking: Spreading Content
    http://digg.com
  • 53. Outbound Thinking: Spreading Content
    http://stumbleupon.com
  • 54. http://www.stumbleupon.com/technology
  • 55. Tip 3: Listening & Monitoring
  • 56. Do you really know how to listen?
  • 57. How do you manage your brand in 2009?
    www.radian6.com
  • 58. Keyword & Mention Management Dashboards
    www.radian6.com
  • 59. Sentiment Monitoring
    www.radian6.com
  • 60. More Sentiment Analysis
  • 61. Create Listening Posts Online
    Blogs
    BRAND
  • 62. 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
  • 63. Tip 4: Responding
    (Yes, you’re on 24/7/365 now.)
  • 64. 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
  • 65. Responding to the public
    Engagement
    PR
  • 66.
  • 67. Custom
    The river
    to or about you
  • 68. TweetDeck allows you to create follower categories
  • 69. Compound
    Basic
    Basic
    Search
  • 70. 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.
  • 71. 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/
  • 72. Brand Management on Twitter
    Face are personable, but lack context
  • 73. Brand Management on Twitter
    Logos are clear, but impersonal
  • 74. Brand Management on Twitter
    Combining faces + logos = humanity + context
  • 75. Brand Management on Twitter
    The 1-800 number.
    The lobby.
    What people search for
    http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
  • 76. Brand Management on Twitter
    http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
  • 77. Brand Management on Twitter
    http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
  • 78. Brand Management on Twitter
    http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
  • 79. Some thoughts about ROI and measurement
    Measurement & Accountability
  • 80. R.O.I.
    RETURN
    ON
    INVESTMENT
  • 81. THE R.O.I. EQUATION
    Investment
    Expectation of return
  • 82. THE R.O.I. EQUATION
    (GAIN FROM INVESTMENT - COST OF INVESTMENT)
    ROI =
    COST OF INVESTMENT
  • 83. Non-financial impact is not ROI (yet).
  • 84. 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
  • 85. ROI = actualized potential.
  • 86. 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
  • 87.
  • 88.
  • 89.
  • 90. 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.
  • 91. Ask away.
    Olivier Blanchard
    864.630.7398
    www.thebrandbuildermarketing.com
    @thebrandbuilder(on Twitter)