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Cultivating Brand Ambassadors with Digital PR

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Cultivating Brand Ambassadors with Digital PR

  1. 1. Cultivating Brand Ambassadors.The role of PR and Social Media. Heather Schoegler Dir. of Community Engagement Parkview HealthHSchoeglerParkviewHealth
  2. 2. Good brands are bought.Great brands are joined.
  3. 3. Marketers sell.PR professionals engage.
  4. 4. How does a brandbreak through the clutter? Become Remarkable.
  5. 5. How does a brandbreak through the clutter? Engage.
  6. 6. Engaged customers are 3x morelikely to recommend (advocate) aproduct or service to a friend.
  7. 7. Watch:http://www.youtube.com/watch?v=qnOSySsP6h0&feature=youtu.be
  8. 8. StrategicCross-FunctionalResults Oriented Engagement Disciplines.
  9. 9. Community must be collaborative. Marketing, PR, Social Media Innovation Customer Service IT Legal HR No One Person OwnsEngagement.
  10. 10. Community must be collaborative.Working together creates a remarkableservice or product. Being Remarkable Creates Passion, which Creates Brand Ambassadors.
  11. 11. Who determines the brand?Consumers through their experience. And their family, friends. And your coworkers. And suppliers, vendors. The community at large.
  12. 12. How does a brand fit into acommunity?Openly embracing a fan mentality.Put the power into the fan’s hands. Join them first.
  13. 13. Social brands [those who engage]buildCommunity, Capital, Loyalty.
  14. 14. Loyalty  Profits.
  15. 15. Loyalty  Advocacy  Evangelism.
  16. 16. Have a passion for your business.Connected at the head and heart.Advocate.Evangelize. Brand Ambassadors.
  17. 17. Zuberance.com
  18. 18. Zuberance.com
  19. 19. BRANDAMBASSADORS INFLUENCERS Brand Ambassadors.
  20. 20. It’s not just about Social Media.It is about PR fundamentals. Behave online as you do offline. Engage online as you do offline.At Parkview, we strive for excellence with every patient, every day and [in every interaction, in every way.] Do what you already do.
  21. 21. It’s not just about Social Media.It is about PR fundamentals.It is about conversations.15% of consumer discussions happen online16% of consumer discussion are inspired by TV76% of consumer conversations happen face-to-face Start convos everywhere.
  22. 22. Know your options.YouTube Google+LinkedIn PinterestTwitter FacebookInstagramTumblr Be in the Conversation.
  23. 23. Know your options.Twitter Facebook-B2Consumer - B2Consumers-Two-way Conversation - Community Be in the Conversation.
  24. 24. Know your options.Twitter Facebook Be in the Conversation.
  25. 25. Facebook.
  26. 26. Twitter.
  27. 27. YouTube.
  28. 28. Community.Parkview.com
  29. 29. How to…. Be in the Conversation.
  30. 30. Don’t try to control it.Don’t sound like a press release.Don’t over share.Listen. Engage.Know your audience; where they are.Know your options.Deepen the relationship. Be in the Conversation.
  31. 31. Listen. Engage. Monitor Listen Conversations Engage Be in the Conversation.
  32. 32. Listen. Engage.@XboxSupport is the Guiness WorldRecord Holder for most responsive brandon Twitter. • 5,000 tweets/week • 3-5 minute average response timeAT&T uses “cocktail” style conversation toglean info from customers. Championsusers internally. Be in the Conversation.
  33. 33. Know your audience; where they are.Are your customers: • Local • National • GlobalIf yes, who is where? Be in the Conversation.
  34. 34. Geo-target Facebook Posts. Be in the Conversation.
  35. 35. Think Win-Win.
  36. 36. Celebrate your Brand Ambassadors.Ambassador or Advocacy Program.Focus Group.VIP Opportunities. Exclusives.Loyalty Program.Member of the “team.” Think Win-Win.
  37. 37. Case Studies:FiskersFiskateers.Intel Insiders.Microsoft MVPs.Walmart Moms (and Dads). Ambassador Program.
  38. 38. Advocacy.
  39. 39. Build the Pipeline.
  40. 40. Put Everyone on the Team.
  41. 41. Lists.
  42. 42. The rules:1. Create a Pinterest board named,“Vera Bradley Making Wishes Bright”.2. Visit Vera Bradley’s Pinterest boardand pin the contest cover image fromourPinterestboard onto yours.3. Pin at least 10 Vera Bradley stylesfrom verabradley.comto your MakingWishes Bright board.4. When your board is complete, log onverabradley.com/makingwishesbrightand share the url link to your board.Good luck! We hope all your wishescome true this season. Contests.
  43. 43. Cause Marketing.
  44. 44. Don’t Reinvent. Join.
  45. 45. Don’t Reinvent. Join.
  46. 46. Be Mobile.
  47. 47. Integrate Across Channels.
  48. 48. Have Fun.
  49. 49. Crisis Communication:Do.
  50. 50. Crisis Communication:Do.
  51. 51. Crisis Communication:Don’t.
  52. 52. Crisis Communication:Don’t.
  53. 53. Crisis Communication:Don’t.
  54. 54. Parkview Regional Medical CenterSocial Media Tours • 16 conversations through 55 tweets • 12,057 witnesses • 757 lists exposed“I understand now that at every decision, thepatients and the community were considered.” VIP Opportunities.
  55. 55. VIP Opportunities.PRMC Social Media Tours Leverage.
  56. 56. Loyalty Programs.
  57. 57. Loyalty Program.Provides coded url’s and badges whichlink back to unique disclosures Leverage w/ Caution!
  58. 58. Loyalty Program. Leverage w/ Caution!
  59. 59. Always be…. Measuring.
  60. 60. SocialMention.com
  61. 61. Parkview Health Parkview Huntington6% 4%5% 3% 3%4% Fall 2010 2% Fall 20103% Summer 2011 2% Summer 20112% Fall 2012 Fall 2012 1%1% 1%0% 0% Stregnth Sentiment Passion Reach Stregnth Sentiment Passion Reach SocialMention.com
  62. 62. Don’t count your fans before theyhatch.Starbucks • 26 million fans • 0.26% engagement rate • 0.02% comments Measuring.
  63. 63. Share of Voice (SOV)= #brand mentions/total# of industry mentionsSocial Media Engagement= #Likes+#Shares+#Comments/#postsGoogle Analytics Social Insights Brand Awareness.
  64. 64. Online Feedback= #requests = % community replies = % negative comments = % resolved questions = % interactive conversations% Excellent CustomerSatisfaction.
  65. 65. Social Sales Effectiveness (SSE)= #sales via SM/total #salesRepeat Purchases= #buying “more” via SM/total #purchasesMarket Share Sales.
  66. 66. Continue the Engagement. Heather.Schoegler@parkview.comHSchoeglerParkviewHealth

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