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Conversation and Your Brand

 Developing, growing and strengthening your brand has
 always been about the conversation tha...
Conversation and Your Brand

 And until recently we’ve controlled that conversation by
 carefully assigning how we communi...
Social Media Is All About Conversation!
                                               …powered by:




                  ...
A conversation between…


friends
     colleagues
customers
     investors
                          Rethink—a fresh take ...
What’s Changed?

 Conversation is no longer between just two people

  In December 1998, 23 known blogs and in April 1999...
What’s Changed? Fluid Brand

                 Audience A


                                                 Audience B
   ...
What’s Changed: Fluidity


 Fluid Messaging:
     It matters less how often or consistently you say the message and more
 ...
What’s Changed?

 And communicating with the customer is no longer
 easily assigned


 Kryptonite Bike Locks
 PR Dept. Res...
Kryptonite’s response:

  “We understand there are concerns regarding tubular cylinders used in some Kryptonite locks.
The...
What’s Changed?

 Customers will not limit their conversations about your
 business, your product or your service to your ...
Can I ignore it?

 It isn’t hard to talk ourselves out of adding conversation
 to the mix

  Business has been operating ...
No - Employees will demand it

 Web conversation isn’t going away
  Personal communication needs and wants will quickly b...
And customers will demand it

 Your customers expect to have conversations with
 you on their terms


 Target loses its ―c...
And customers will demand it

 The Viral Garden post:
 ―It all started when Amy Jussel from ShapingYouth.org spotted the T...
The New York Times Contacts Target
(as reported in the Viral Garden post)
―The New York Times also contacted Target, who r...
The most important reason to rethink

 Faster, smarter business is all about embracing
 conversations in a Web 2.0 world

...
Ok, I’m rethinking

 Where do I begin???




                       Rethink—a fresh take on connecting with your customers...
Understand Fallacies

 The 6 Dangerous Fallacies of Social Media (Jason Baer)

  Social media is inexpensive
  It’s fast...
Understand who’s in charge?

 No one and everyone

  Traditional departments - advertising, PR, marketing, communications...
Understand the rules of the road

  Understand push vs. pull and when to use one or the other
  Think dialogue vs. monol...
Rules of the road

  Dell Hell




                    Rethink—a fresh take on connecting with your customers   22
Learning from Dell
  Customers are in control. Work with them and learn from them.
  Real conversations are two-way.
  ...
Rules of the road

 The Manifesto for Monday Morning
 (By Peter Hirshberg, Technorati and Steven Hyden, Ogilvy)

 ―Live br...
Be brave

  B2C is already there. B2B is blazing a trail.
  Audiences recognize innovation in communications.




        ...
Get started

 Get comfortable

   Make sure your brand and your business are ready for each step
   Break down conversat...
Begin by listening

Listening Toolset
 Google Alerts
 Google Reader
 Bloglines.com
 Technorati.com
 Keotag.com
 RSS ...
Begin by listening
  The complaint
  The compliment
  The problem
  The question or inquiry
  The campaign impact
  ...
Get started
 7 Ways to Use Social Media to Build Stunning Brands

 1. Reputation management
 2. Customer Service
 3. Publi...
Get started

 Find Your Social Influence Voice

        Brand Voice                 Social Media Voice

   • Singular (one...
Get started

 Test the waters

  Add an online response mechanism to a product description,
   white paper or case study
...
Get an online personality


    Personality Toolset
     LinkedIn Profile
     Facebook page
     Personal or corporate...
Participate in the conversation

Participation Toolset
 Blogging (Create your own & comment on others)
 Social bookmarks...
Get started

 SelectMinds, which works mainly with B2B companies to
 create internal social networks, cites the following ...
Get started

 When you’re ready to charge ahead - STOP!
 Ask yourself

 1. How will we benefit from initiating or particip...
“A brand is an emotional relationship between the user and the product, Web 2.0
allows us to build that relationship one t...
Conversation
 Today’s conversation was brought you by:
 •Thomas Petziner, Jr. The Wall Street Journal – Forward, The Cluet...
See you online!

 You can find me online at:


 Twitter: http://www.twitter.com/pathop (PatHop)


 LinkedIn: http://www.li...
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Pat Hopkins, Imaginasium, Social Media and Branding

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Transcript of "Pat Hopkins, Imaginasium, Social Media and Branding"

  1. 1. Conversation and Your Brand Developing, growing and strengthening your brand has always been about the conversation that surrounds it  What your customers are saying  What your employees are saying  What influencers are saying  What the competition is saying  What the investment community is saying Rethink—a fresh take on connecting with your customers 02
  2. 2. Conversation and Your Brand And until recently we’ve controlled that conversation by carefully assigning how we communicate  Marketing and Advertising - broadcast the message  Public Relations - steer the message  HR - explain the message internally  Internal Communications - sell the message  Sales/Business Development - carry the message to each customer Rethink—a fresh take on connecting with your customers 03
  3. 3. Social Media Is All About Conversation! …powered by: Rethink—a fresh take on connecting with your customers 04
  4. 4. A conversation between… friends colleagues customers investors Rethink—a fresh take on connecting with your customers 05
  5. 5. What’s Changed? Conversation is no longer between just two people  In December 1998, 23 known blogs and in April 1999 the term ―blog‖ was born  In 2003, the Oxford English Dictionary listed ―blog‖ as both a noun and a verb and the worldwide blog count was at 1 million  Last season American Idol has 29 million viewers…but MySpace had110 million users…Facebook had 65 million (more than half over 25). Twenty-six times more people view YouTube than read the New York Times online each day. Rethink—a fresh take on connecting with your customers 06
  6. 6. What’s Changed? Fluid Brand Audience A Audience B Audience E Brand Audience D Audience C Rethink—a fresh take on connecting with your customers 07
  7. 7. What’s Changed: Fluidity Fluid Messaging: It matters less how often or consistently you say the message and more on whether or not customers get the same experience each time Rethink—a fresh take on connecting with your customers 08
  8. 8. What’s Changed? And communicating with the customer is no longer easily assigned Kryptonite Bike Locks PR Dept. Response Rethink—a fresh take on connecting with your customers 09
  9. 9. Kryptonite’s response: “We understand there are concerns regarding tubular cylinders used in some Kryptonite locks. The tubular cylinder, a standard industry-wide design, has been successfully used for more than 30 years in our products and other security applications without significant issues. The current Kryptonite locks based on a tubular cylinder design continue to present an effective deterrent to theft. As part of our continuing commitment to produce performance and improved security, Kryptonite has been developing a disc-style cylinder for some years. In 2000, Kryptonite introduced the disc-style cylinder in its premier line of products, the New York series. In 2002, Kryptonite began development of a new disc cylinder system for both its Evolution and KryptoLok product lines, which currently use the tubular cylinder design. These products are scheduled to be introduced in the next few weeks. We are accelerating the delivery of the new disc cylinder locks and we will communicate directly with our distributors, dealers and consumers within the coming days. The world just got tougher and so did our locks.” Rethink—a fresh take on connecting with your customers 10
  10. 10. What’s Changed? Customers will not limit their conversations about your business, your product or your service to your sales or customer service people  Buyers prefer to be educated, not sold and want to pursue this education anonymously until they’ve reached a purchasing decision  Peer opinions/reviews on product, service, company and brand are becoming more and more relevant to the buyer’s decision Rethink—a fresh take on connecting with your customers 11
  11. 11. Can I ignore it? It isn’t hard to talk ourselves out of adding conversation to the mix  Business has been operating the same way for a long time and it’s proven effective  Only the young kids are into the whole conversation thing  My customers are all over 40 and aren’t into all that new stuff  Our 5-year strategic plan doesn’t take into account social networking  Conversations of this type are really just relevant to B2C and isn’t really affecting the B2B marketplace  My budget’s already stretched so thin Rethink—a fresh take on connecting with your customers 12
  12. 12. No - Employees will demand it Web conversation isn’t going away  Personal communication needs and wants will quickly become professional communication needs and wants  Blair Christie, Cisco – ―Web 2.0 brings work and personal lifestyles closer together with potential benefits to the business world. It‟s a mash-up of your world at home and our world in business.”  Nancy DeLapp, VP, IBM – “The corporate workforce is going to change dramatically with the socially networked employee population coming into our companies very soon.”  Clara Shih, The AppExchange Blog – “The Facebook generation will grow up and comprise an increasing portion of the workforce and company leadership.”  Boomers are getting there or getting out  X-generationers are there and demanding change in the workplace  Y-generationers (millenianers) will accept nothing else and will only work with those keeping pace with them Rethink—a fresh take on connecting with your customers 13
  13. 13. And customers will demand it Your customers expect to have conversations with you on their terms Target loses its ―cool.‖ Rethink—a fresh take on connecting with your customers 14
  14. 14. And customers will demand it The Viral Garden post: ―It all started when Amy Jussel from ShapingYouth.org spotted the Target billboard to the right, and saw something other than a woman making a snow Angel. Amy felt that the billboard 'targeted' the wrong message for young girls, and emailed her complaint to Target. The company would later email her the following response: „Good Morning Amy, Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest. Once again thank you for your interest, and have a nice day.‟” Rethink—a fresh take on connecting with your customers 15
  15. 15. The New York Times Contacts Target (as reported in the Viral Garden post) ―The New York Times also contacted Target, who replied that „We do not work with bloggers currently,‟ said a company spokeswoman, Amy von Walter. As the NYTimes points out, Target won't talk to bloggers, but WILL talk to a MSM source that's writing a story about how they won't talk to bloggers. But none of this excuses the fact that it is absolutely unforgivable for a major corporation, in 2008, to have a policy in place that states that it ignores bloggers. To go a step further and basically imply that bloggers don't represent Target's 'core guests', is the height of ignorance. Amy might be a blogger, but she was also a Target customer that contacted the company with a complaint. And she was all but ignored. BTW when the NYTimes contacted Target and they claimed that they don't work with bloggers currently, the company clarified that statement by adding “But we have made exceptions. And we are reviewing the policy and may adjust it.” IOW, the company may change their policy if the story you are writing causes a big enough stink.” Rethink—a fresh take on connecting with your customers 16
  16. 16. The most important reason to rethink Faster, smarter business is all about embracing conversations in a Web 2.0 world  It’s increasing your sales force by thousands  It’s increasing your PR department by thousands - IBM  You get feedback on your product/service directly from your customers instantly allowing you to adjust to changing market conditions faster  Messaging can be adjusted quickly and with better insight  Quicker connections with audiences before, during and after events like trade shows, symposiums, seminars, meetings, etc. Rethink—a fresh take on connecting with your customers 17
  17. 17. Ok, I’m rethinking Where do I begin??? Rethink—a fresh take on connecting with your customers 18
  18. 18. Understand Fallacies The 6 Dangerous Fallacies of Social Media (Jason Baer)  Social media is inexpensive  It’s fast  It’s ―Viral Marketing‖  Results can’t be measured  Social media is optional  It’s hard Rethink—a fresh take on connecting with your customers 19
  19. 19. Understand who’s in charge? No one and everyone  Traditional departments - advertising, PR, marketing, communications, customer service, IT (yes, IT), but free of silos and internal politics  Leadership Team and business units - proving business value to the CEO  CEO - champion the principles, values and behaviors  Employees - the best companies will let go of their message and control of the gate and trust it with their employees to carry forward.  Your customer  Bea Fields (author of Millennial Leaders): ―Customers have always been a force in the evolution of brands. What is happening is simply that the part customers play in brand evolution is becoming more visible and is therefore taking on a more important role.” Rethink—a fresh take on connecting with your customers 20
  20. 20. Understand the rules of the road  Understand push vs. pull and when to use one or the other  Think dialogue vs. monologue  Make each conversation relevant to each audience  McDonald’s Brand Journalism  St. Norbert IM addresses  Achieve and maintain brand alignment  Creating an environment that is conducive and accepting of conversation  Think less about technology and more about sociology  Participating in the message instead of controlling it  Dell Hell Rethink—a fresh take on connecting with your customers 21
  21. 21. Rules of the road Dell Hell Rethink—a fresh take on connecting with your customers 22
  22. 22. Learning from Dell  Customers are in control. Work with them and learn from them.  Real conversations are two-way.  Think before you talk—but always be yourself.  Address any form of dissatisfaction head on.  Be aware that any conversation can become global at any time.  Size doesn't matter—relevance does. Just as one journalist can trigger a newscycle, one blogger can do the same.  Don't be afraid to apologize.  Develop direct links to customer community listen for how to improve.  One customer is part of many communities.  Teamwork, transparency and frequent consistent communication are key in this new world.  No shortcuts are possible. Implementing business change requires much effort across departments. Rethink—a fresh take on connecting with your customers 23
  23. 23. Rules of the road The Manifesto for Monday Morning (By Peter Hirshberg, Technorati and Steven Hyden, Ogilvy) ―Live brands participate in conversations in a manner that is:‖  Real  Constant  Genuinely interested  Intent on learning  Humble  Attentive  Personal Rethink—a fresh take on connecting with your customers 24
  24. 24. Be brave B2C is already there. B2B is blazing a trail. Audiences recognize innovation in communications. Rethink—a fresh take on connecting with your customers 25
  25. 25. Get started Get comfortable  Make sure your brand and your business are ready for each step  Break down conversation/department silos  Align your brand  Hire a community manager to listen to conversations about your brand  Get key influencers comfortable with the tools of conversation Rethink—a fresh take on connecting with your customers 26
  26. 26. Begin by listening Listening Toolset  Google Alerts  Google Reader  Bloglines.com  Technorati.com  Keotag.com  RSS Feeds  Message boards (Boardreader.com) Rethink—a fresh take on connecting with your customers 27
  27. 27. Begin by listening  The complaint  The compliment  The problem  The question or inquiry  The campaign impact  The crisis  The competitor  The crowd  The influencer  The point of need Rethink—a fresh take on connecting with your customers 28
  28. 28. Get started 7 Ways to Use Social Media to Build Stunning Brands 1. Reputation management 2. Customer Service 3. Public Relations 4. Customer Acquisition 5. Create Brand Communities 6. Thought Leadership 7. Networking Rethink—a fresh take on connecting with your customers 29
  29. 29. Get started Find Your Social Influence Voice Brand Voice Social Media Voice • Singular (one voice) • Multiple voices • Anonymous (reflects brand) • Authentic & transparent • Consistent, professional • Conversational Rethink—a fresh take on connecting with your customers 30
  30. 30. Get started Test the waters  Add an online response mechanism to a product description, white paper or case study  Add broadcast conversation to your careers/employment page  Figure out a way to connect customers with the people they really want to talk to inside your company  Figure out a way to connect your customers with each other  Start an Intranet blog or sales force blog Rethink—a fresh take on connecting with your customers 31
  31. 31. Get an online personality Personality Toolset  LinkedIn Profile  Facebook page  Personal or corporate blog  De.licio.us page for bookmarks  YouTube page (youtube.com/yourname)  Share photos online (Flickr, Photobucket)  Choose your own social media adventure! Rethink—a fresh take on connecting with your customers 32
  32. 32. Participate in the conversation Participation Toolset  Blogging (Create your own & comment on others)  Social bookmarks & viral sharing  Forums & groups  Social Networks  Podcasts  Video & Photo Sharing  Widgets  Twitter Rethink—a fresh take on connecting with your customers 33
  33. 33. Get started SelectMinds, which works mainly with B2B companies to create internal social networks, cites the following results for their clients:  Productivity increased on average 10.33%  New business increased on average 11.65%  Retention increased on average 5% Rethink—a fresh take on connecting with your customers 34
  34. 34. Get started When you’re ready to charge ahead - STOP! Ask yourself 1. How will we benefit from initiating or participating in a conversation? 2. With whom do we want to have the conversation? 3. Where are the conversations currently taking place? Rethink—a fresh take on connecting with your customers 35
  35. 35. “A brand is an emotional relationship between the user and the product, Web 2.0 allows us to build that relationship one to one, to measure things and get an immediate reaction. But people talk about your brand in ways you can‟t control, whether positive or negative, be a part of that discussion so you understand it.” Lou Aversano Managing Partner, Ogilivy Worldwide Rethink—a fresh take on connecting with your customers 36
  36. 36. Conversation Today’s conversation was brought you by: •Thomas Petziner, Jr. The Wall Street Journal – Forward, The Cluetrain Manifesto •Susan Solomon, the ClickZ Network – Brand Journalism •Peter Hirshberg, Technorati and Steven Hyden, Ogilvy – The Manifesto for Monday Morning. •Brian Solis, principal at FutureWorks – PR 2.0 blog entry •Nilofer Merchant, CEO of Rubison Consulting – Segmentation in a Web 2.0 World, MarketingProfs April 10, 2007. •Bea Fields, author of Millennial Leaders •Ellis Booker, BtoB On-line, Leads: Finding, tracking, nurturing, converting, May 27, 2008 •Karen Breen Vogel, CEO of ClearGuage, BtoB Online Post 5.27.08 •Doc Searlys – The Cluetrain Manifesto •Tim Riesterer – Customer Message Management, Marketing Profs Virtual Seminar, June 7, 2007 •Web 2.0 and the Corporation, Roundtable at Tuck School of Business at Dartmouth •Toby Hoden, CMO, ING •Lou Aversano, Managing Partner Ogilvy Worldwide •Blair Christie, VP, Cisco •Jon Iwata, Senior VP, IBM •Frank Boncimino, Senior VP, Time Warner Cable •Nancy DeLapp, Global VP, IBM •Clara Shih, The AppExchange Blog, Salesforce.com, posted January 30, 2008 •Mack Collier, The Viral Garden Blog, posted January 29, 2008 •Phillip Torrone, engadget, posted Sep 16th 2004 at 12:20PM Rethink—a fresh take on connecting with your customers 37
  37. 37. See you online! You can find me online at: Twitter: http://www.twitter.com/pathop (PatHop) LinkedIn: http://www.linkedin.com/ Search for Patrick Hopkins Rethink: http://www.imaginasium.com Click on the Rethink button & register Rethink—a fresh take on connecting with your customers 38
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