Building your brand community with socialmedia

1,393 views

Published on

Building your brand community with socialmedia

Published in: Business
  • Be the first to comment

Building your brand community with socialmedia

  1. 1. <ul><li>September 24, 2009 </li></ul>BUILDING YOUR BRAND COMMUNITY WITH SOCIAL MEDIA
  2. 2. WHO WE ARE
  3. 3. <ul><li>WHAT WE DO </li></ul>Brand strategies and execution that bring your entire online presence—from your web site to your social media presence and online marketing—into alignment with your brand.
  4. 4. WHO WE WORK WITH
  5. 5. <ul><li>YOUR BRAND IS UNDER THREAT </li></ul><ul><li>The number and velocity of marketing messages has increased exponentially </li></ul><ul><li>Central authority figures are no longer authoritative </li></ul><ul><li>Brand relationships are based more on cultural phenomena than quality or reliability </li></ul><ul><li>Trust is not a given—it is earned, cultivated and rewarded </li></ul>
  6. 6. THE MODEL FOR BRAND IS SHIFTING
  7. 8. <ul><li>OLD BRAND MODEL </li></ul>brand
  8. 9. <ul><li>Rather than a monologue to the masses, it’s engagement among managers, employees and customers </li></ul><ul><li>That seeks to build sustainable relationships with all brand stakeholders and create champions that spread the word </li></ul><ul><li>THE NEW BRAND MODEL </li></ul>
  9. 11. <ul><li>Based on real value </li></ul><ul><li>And, connected and shared experiences </li></ul><ul><li>That build deeper relationships </li></ul><ul><li>And, promote branded self expression </li></ul><ul><li>TODAY’S BRANDS ARE COMMUNITIES </li></ul>
  10. 12. <ul><li>BRAND RELATIONSHIP MODEL </li></ul>BRAND HOME PERSONAL LIFE PERSONAL COMMUNITIES Mgmt. Employees Partners Friends Family Peers and Networks Brand Communities Messaging Products Experiences Associations Self-expression
  11. 13. <ul><li>That you become a social brand —one that creates an open culture where customers, employees, and all other stakeholders are invited to participate in shaping the brand. </li></ul><ul><li>It requires… </li></ul>
  12. 14. IN THIS NEW MODEL AUTHENTICITY IS KEY
  13. 16. <ul><li>Social media has seeped into the broader culture, not just with tweens and not just with consumers. </li></ul>
  14. 17. <ul><li>IT’S PERVASIVE </li></ul><ul><li>60% of Americans use social media </li></ul><ul><li>85% of users believe a company should not only be present but also interact with its consumers via social media </li></ul><ul><li>56% of users feel they have a stronger connection with and are better served by companies when they can interact with them in a social media environment </li></ul><ul><li>93% of social media users believe a company should have a presence in social media </li></ul>The 2008 Cone Business in Social Media Study
  15. 18. <ul><li>THE MORE YOU ENGAGE, </li></ul><ul><li>THE STRONGER YOUR BRAND </li></ul><ul><li>Companies that were deeply and broadly engaged in social media last year recognized an 18% growth in revenue </li></ul><ul><li>Those who sat by the sidelines saw a 6% decline </li></ul>– Engagement db’s ranking of the top 100 Global Brands, July 2009
  16. 19. <ul><li>BRAND-BASED SOCIAL MEDIA </li></ul>
  17. 20. <ul><li>It’s not just about being out there and participating, it’s about being authentic and bringing value. </li></ul><ul><li>BRAND IS OFTEN MISSING IN SOCIAL MEDIA </li></ul>
  18. 22. <ul><li>EMPOWERING YOUR WORKFORCE </li></ul>http://www.youtube.com/watch?v=H_jhLGxH-m4
  19. 23. <ul><li>PROMOTING CONNECTEDNESS </li></ul>http://www.facebook.com/pages/Mayo-Clinic/7673082516
  20. 24. <ul><li>BREAKING DOWN BIG-BRAND BARRIERS </li></ul>http://mystarbucksidea.force.com /
  21. 25. <ul><li>GIVING A HUMAN VOICE TO YOUR BRAND </li></ul>http://twitter.com/Zappos
  22. 26. <ul><li>ASKING YOUR CUSTOMERS WHAT THEY WANT </li></ul>
  23. 27. <ul><li>CROWD-SOURCING NEW PRODUCTS </li></ul>
  24. 28. <ul><li>DEVELOPING YOUR BRAND-BASED SOCIAL MEDIA STRATEGY </li></ul>
  25. 29. <ul><li>Today’s brands are communities </li></ul><ul><li>How can you give customers a way to interact with you that fulfills their interests? </li></ul><ul><li>How can you communicate in a way that feels more like a dialogue than a monologue? </li></ul><ul><li>FIRST, BE SOCIAL </li></ul>
  26. 30. <ul><li>Outline the business objectives or goals for building your community </li></ul><ul><li>Define what success looks like </li></ul><ul><li>DEFINE YOUR OBJECTIVES </li></ul>
  27. 31. <ul><li>CHOOSE TOOLS WISELY </li></ul>
  28. 32. <ul><li>What types of people are there? How do they classify themselves? </li></ul><ul><li>What are they saying? What are they doing? </li></ul><ul><li>Who and what are they talking about? </li></ul><ul><li>What kinds of discussions are going on about the topic? </li></ul><ul><li>THEN, LISTEN </li></ul>
  29. 33. <ul><li>Identify the appropriate people on your team who will be participating, posting, engaging </li></ul><ul><li>Set the rules for engagement </li></ul><ul><li>Define the topics, ideas and activities you will engage in for each social media channel you have outlined </li></ul><ul><li>Think offline too and supplement with face-to-face engagement and continue the conversation online </li></ul><ul><li>Set timelines, budgets and metrics </li></ul><ul><li>DEVELOP YOUR STRATEGY </li></ul>
  30. 34. <ul><li>ENGAGE </li></ul>
  31. 35. <ul><li>Measure </li></ul><ul><li>Adjust, and </li></ul><ul><li>Feed it all back into the community </li></ul><ul><li>AND, LASTLY </li></ul>
  32. 36. <ul><li>Twitter.com/parkerlepla </li></ul><ul><li>Twitter.com/travisjen </li></ul><ul><li>Parker LePla on Facebook and LinkedIn </li></ul><ul><li>Integratedbrand.com </li></ul><ul><li>www.onlinebrandex.com </li></ul><ul><li>QUESTIONS? </li></ul>

×