Transcript of "Pat Hopkins, Imaginasium, Social Media and Branding"
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
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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
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Social Media Is All About Conversation!
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A conversation between…
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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.
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What’s Changed? Fluid Brand
Audience D Audience C
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What’s Changed: Fluidity
It matters less how often or consistently you say the message and more
on whether or not customers get the same experience each time
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And communicating with the customer is no longer
Kryptonite Bike Locks
PR Dept. Response
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“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.”
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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
Peer opinions/reviews on product, service, company and brand
are becoming more and more relevant to the buyer’s decision
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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
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
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
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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
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And customers will demand it
Your customers expect to have conversations with
you on their terms
Target loses its ―cool.‖
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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.‟”
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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
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.”
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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
Messaging can be adjusted quickly and with better insight
Quicker connections with audiences before, during and after
like trade shows, symposiums, seminars, meetings, etc.
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Ok, I’m rethinking
Where do I begin???
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The 6 Dangerous Fallacies of Social Media (Jason Baer)
Social media is inexpensive
It’s ―Viral Marketing‖
Results can’t be measured
Social media is optional
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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.
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.”
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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
Think less about technology and more about sociology
Participating in the message instead of controlling it
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Rules of the road
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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.
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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:‖
Intent on learning
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B2C is already there. B2B is blazing a trail.
Audiences recognize innovation in communications.
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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
Get key influencers comfortable with the tools of conversation
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Begin by listening
Message boards (Boardreader.com)
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Begin by listening
The question or inquiry
The campaign impact
The point of need
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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
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Find Your Social Influence Voice
Brand Voice Social Media Voice
• Singular (one voice) • Multiple voices
• Anonymous (reflects brand) • Authentic & transparent
• Consistent, professional • Conversational
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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
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Get an online personality
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!
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Participate in the conversation
Blogging (Create your own & comment on others)
Social bookmarks & viral sharing
Forums & groups
Video & Photo Sharing
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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%
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When you’re ready to charge ahead - STOP!
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?
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“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.”
Managing Partner, Ogilivy Worldwide
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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
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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
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