1.
Whose Brand is it
Anyway?
Angela Connor, SVP; Group Director - Media
October 10, 2013
North Carolina PR & Marketing Seminar
#whosebrandisit?

2.
© 2013 Capstrat, LLC. All Rights Reserved.
Angela Connor @communitygirl #whosebrandisit?

3.
© 2013 Capstrat, LLC. All Rights Reserved.
“…Angela efficiently
manages through
change, nurtures
creativity and embraces
risk-taking.”
Angela Connor @communitygirl #whosebrandisit?

4.
© 2013 Capstrat LLC. All Rights Reserved.
4
My Favorite Quote about Change
In times of profound
change, the learners
inherit the earth, while the
learned find themselves
beautifully equipped to
deal with a world that no
longer exists. -Eric Hoffer
Angela Connor @communitygirl #whosebrandisit?

5.
© 2013 Capstrat LLC. All Rights Reserved.
5
What I’ll Share Today
Angela Connor @communitygirl #whosebrandisit?
AGENDA TOPIC TIME
Who owns your brand? 10 minutes
Adapting to consumer behavior 10 minutes
Guiding principles for brands today 15 minutes
A few examples 5 minutes
Discussion/Q &A 15 minutes

6.
© 2013 Capstrat, LLC. All Rights Reserved.
Who Owns Your Brand?
Angela Connor @communitygirl #whosebrandisit?

7.
© 2013 Capstrat LLC. All Rights Reserved.
7
Your brand is what other
people say about you when
you’re not in the room. -
Jeff Bezos, founder of Amazon
-
Angela Connor @communitygirl #whosebrandisit?

8.
© 2013 Capstrat LLC. All Rights Reserved.
8Angela Connor @communitygirl #whosebrandisit?
And they’re saying a lot…

9.
© 2013 Capstrat LLC. All Rights Reserved.
9Angela Connor @communitygirl #whosebrandisit?
Marble’s Kids Museum
Glaxo Smith Kline
April 10 – October 9, 2013

10.
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10
92% of consumers around the world say
they trust earned media, such as
word-of-mouth and recommendations
from friends and family, above all other
forms of advertising.
Nielsen’s Global Trust in Advertising Survey
April 2012
Here’s why it matters
Angela Connor @communitygirl #whosebrandisit?

11.
© 2013 Capstrat, LLC. All Rights Reserved.
Adapting to Consumer Behavior
Angela Connor @communitygirl #whosebrandisit?

12.
© 2013 Capstrat, LLC. All Rights Reserved.
Cool, Unique Ideas
Link: http://www.buzzfeed.com/clockmode
Angela Connor @communitygirl #whosebrandisit?

13.
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13
Media Usage – Omnichannel Consumers
Angela Connor @communitygirl #whosebrandisit

14.
© 2013 Capstrat, LLC. All Rights Reserved.
Guiding Principles for Brands
Angela Connor @communitygirl #whosebrandisit

15.
© 2013 Capstrat LLC. All Rights Reserved.
15
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and
social
Angela Connor @communitygirl #whosebrandisit?

16.
© 2013 Capstrat LLC. All Rights Reserved.
16
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Angela Connor @communitygirl #whosebrandisit?

17.
© 2013 Capstrat, LLC. All Rights Reserved.
Angela Connor @communitygirl #whosebrandisit?

18.
© 2013 Capstrat LLC. All Rights Reserved.
18
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and
social
Angela Connor @communitygirl #whosebrandisit?

19.
© 2013 Capstrat LLC. All Rights Reserved.
19
Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?

20.
© 2013 Capstrat LLC. All Rights Reserved.
20
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and
social
Angela Connor @communitygirl #whosebrandisit?

21.
© 2013 Capstrat LLC. All Rights Reserved.
21
#HR
#Tchat
#leadership
#FF
#HFchat
#dthr
#Diversity
#SHRM
#jobs
#CES
#job
#business
#leadfromwithin
#TNLive
#in
#healthcare
#HRTechChat
#HRtech
#management
#recruiting
#USGuys
#career
#NextChat
Find relevant hashtags
Angela Connor @communitygirl #whosebrandisit?

22.
© 2013 Capstrat, LLC. All Rights Reserved.
Link: http://www.buzzfeed.com/clockmode
Angela Connor @communitygirl #whosebrandisit?

23.
© 2013 Capstrat LLC. All Rights Reserved.
23
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and
social
Angela Connor @communitygirl #whosebrandisit?

24.
© 2013 Capstrat LLC. All Rights Reserved.
24
974
HASHTAGS
693
RETWEETS
389
REPLIES
104,649
CLICKS
1,726
COMMENTS
8,703
LIKES
1,605
SHARES
6 million
REACHED
Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?

25.
© 2013 Capstrat LLC. All Rights Reserved.
25
Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?

26.
© 2013 Capstrat LLC. All Rights Reserved.
26
Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?
Something I just learned last night, after 11:00 p.m.

27.
© 2013 Capstrat LLC. All Rights Reserved.
27
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and
social
Angela Connor @communitygirl #whosebrandisit?

28.
© 2013 Capstrat LLC. All Rights Reserved.
28
Free monitoring and search tools
Search.twitter.com: Twitter’s advanced search feature filters tweets by words,
people, places, and sentiment.
Addictomatic: With Addictomatic, you can create a tracking page that pulls
content from Google, Yahoo, Technorati, YouTube, Truveo, Flickr, Digg, and
more.
Twazzup: Twazzup creates a dashboard to track keywords on Twitter by link
popularity, contributors, influence, tag clouds, and users.
Social Mention: Through Social Mention, you can search keywords across
multiple platforms and filter by top keywords, users, hashtags, rankings, and
sentiment.
Hootsuite: Hootsuite monitors users, keywords, and hashtags on Twitter,
Facebook, LinkedIn, Foursquare, MySpace, and WordPress.
Angela Connor @communitygirl #whosebrandisit?

29.
© 2013 Capstrat LLC. All Rights Reserved.
29
Thank you!
Angela Connor
SVP, Group Director
aconnor@capstrat.com
919-573-6307
AngelaConnor.com
LinkedIn.com/angelaconnor
Angela Connor @communitygirl #whosebrandisit?