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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    Digital Branding and Social Media Digital Branding and Social Media Presentation Transcript

    • 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.
    • Blogs
    • 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
    • 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
    • Outbound Thinking: Spreading Content
      http://digg.com
    • Outbound Thinking: Spreading Content
      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
    • Brand Management on Twitter
      Logos are clear, but impersonal
    • Brand Management on Twitter
      Combining faces + logos = humanity + context
    • 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/
    • Brand Management 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
      http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
    • Brand Management on Twitter
      http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
    • 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)