Tips on how to humanize your brand and use social content to engage. Given at Social Media Marketing and Monitoring 2011 Conference in New York City.

1. Humanizing Your Brand
October 12, 2011

2. What Makes a Brand “Human”

6. “Things don’t have to change the world to be important.”
- Steve Jobs

8. Source: Wikipedia

10. “Business customers are people
too, and they love to connect in
social channels”
Josh Bernoff, author and analyst

11. Where B2B marketers plan to
spend in 2012
• 20% social media;
• 19% online ads;
• 18% mobile marketing;
• 17% search engine marketing
ANA (Association of National Advertisers)

12. Marketers Biggest Headaches
IBM CMO Study 2011
v Data Explosion
v Social Media
v Proliferation of Channels and Devices
v Shifting Consumer Demographics

14. All too often, B2B marketing
efforts are restrained by a deadly
seriousness that simply ignores
the humanity of the target.
Fast Company

17. Source: Wikipedia

18. Source: Wikipedia

19. Source: Wikipedia

20. Source: Wikipedia

21. Source: Wikipedia

27. “…increased productivity in the call center by 10 percent and quality of guest care
continues to rise”

29. • Sense of humor
• Stick with the shtick
• Resourceful
• Open/transparent
• Consistent

30. • Always say
“Please” and
“Thank You”
• Personal … &
professional
• Talking with
not at
• Resourceful
“Delivering customer value is paramount — and an organization’s behavior is as
important as the products and services it provides” IBM CMO Study

31. • Innovative
• Understanding
the audience
• Patience
• Sense of humor
• Taking risks
• Track and
measure

32. • 2.7 times increase in website traffic
• 3.2 times increase in conversion
• 5.3 times increase in blog traffic
• 6.0 times increase in registration of community
members
• Numerous awards, coverage, recognition

33. Humans Solve Problems
v Data – resourceful, helpful, pointed (vs just
entertaining)
v Social Media – building awareness,
relationships (vs making deals, specials)
v Proliferation of Channels and Devices -
(integrated pull/push/pull marketing campaigns,
reusable content)

35. Thank you!
Christine Perkett
cperkett@perkettpr.com
P: 781.834.5852
@PerkettPR and @missusP
http://www.linkedin.com/in/christineperkett
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