Micro Pulse: How small touches in social media impact the heartbeat of your brand.

MicroPulse How small touches in social media impact the heartbeat of your brand. Chris Wilson Digital Brand Strategist freshpeel.com ©Chris Wilson • www.freshpeel.com

Retrace your steps. ©Chris Wilson • www.freshpeel.com

InnoTech registration signage parking content keynote ©Chris Wilson • www.freshpeel.com Image by stewdean on Flickr.com

touchpoint - a point of contact.

Small touches matter.

How’s the pulse of your brand?

Body Language Just as small movements, gestures and facial expressions impact your ability to communicate effectively, small touches add up to create a cumulative perception of a brand. ©Chris Wilson • www.freshpeel.com

Pre Digital Age ©David // Armano • darmano.typepad.com

Digital Age + 2.0 ©David // Armano • darmano.typepad.com

Post Digital Age + 2.0 ©David // Armano • darmano.typepad.com

A Whole New World Touchpoints take on a whole new dimension now that consumers have access to brands whenever and wherever they want. Image by sekihan on Flickr.com

This makes every single touch with consumers, no matter how small, a crucial interaction.

Brands need to make themselves available in ways that fit into people’s everyday life.

“3 out of 4 Americans use social media technology.” —Forrester, The Growth of Social Technology Adoption (2008)

“93% of social media users believe a company should have a presence in social media.” —Cone, Business in Social Media Study (Sept. 2008)

“After interacting with companies or brands via new media, 74% of users have a more positive impression of the company or brand.” —Cone, Business in Social Media Study (Oct. 2009)

“Content creators that have the most views on YouTube have a lot of videos. Views didn’t come from a single video.” —Brett Wilson, Co-founder & CEO of TubeMogul

Consumers want action and interaction. Stop telling and start doing.

Provide value.

Touches are pushed by consumer actions. A brand is pushed to the foreground or fades into the background as people take actions around and with it.

Branded Utility “Brands being genuinely useful to their customers, employees, suppliers and the people they touch.” —Johnny Vulkan, Anomaly

Branded Utility creative

Branded Utility helpful creative

Branded Utility helpful creative relational

Branded Utility helpful creative relational interesting

Branded Utility helpful creative relational interesting relevant

Branded Utility helpful creative relational useful interesting relevant

Provide value.

What about small business?

Stressed? Image by evilerin on Flickr.com

Where should we start?

Social media is not a strategy, it should support a strategy.

Social Media Plan 1 Listen • Locate consumers • Assess their social activities • Look for small, focused audiences

Social Media Plan 1 2 Listen Plan • Locate consumers • Define business Objectives • Assess their social activities • How can your brand’s strengths • Look for small, be extended online? focused audiences

Social Media Plan 1 2 3 Listen Plan Strategy • Locate consumers • Define business • How and where Objectives will you do it? • Assess their social activities • How can your • How will brand’s strengths relationships with • Look for small, be extended online? consumers change? focused audiences • Who will be leading this effort?

Social Media Plan 1 2 3 4 Listen Plan Strategy Tools • Locate consumers • Define business • How and where • Decide what Objectives will you do it? social tools you • Assess their will use. social activities • How can your • How will brand’s strengths relationships with • How will you • Look for small, be extended online? consumers change? monitor acitivities focused audiences and measure success? • Who will be leading this effort?

Keep Listening You can’t be everywhere, nor should you try to be. Monitoring for online conversations around your brand is what helps you focus on your strengths and scale at the same time. ©Chris Wilson • www.freshpeel.com Image by hipocondriaca on Flickr.com

Don’t forget the BIG picture.

Continuity Who you are Who you Who people say you are say you are ©Conversational Capital • www.conversationcapital.com

Continually analyze and improve touches.

2 1 Listen and Choreograph Watch Touches Touch Cycle Reinforce Behaviors Evaluate and Expand 3 4 ©Chris Wilson • www.freshpeel.com

How’s the pulse of your brand?

Chris Wilson Blog www.freshpeel.com Email chris.freshpeel.com Twitter @freshpeel

Micro Pulse: How small touches in social media impact the heartbeat of your brand.

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