Humanizing your brand in the digital age - PRecious Communications

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Technology vs the social dimension: How to connect to your audience and engage your stakeholders

The good, the bad and the ugly of social media: Highlighting what works and pitfalls to avoid

Managing your social media identity: Understanding online brand communities

Trends, tips and tricks for your digital survival: Differentiating your brand while safeguarding your reputation

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Humanizing your brand in the digital age - PRecious Communications

  1. 1. HUMANIZING YOUR BRAND IN THE DIGITAL AGE Lars Voedisch Principal Consultant lars@preciouscomms.com 1 © 2013 by Precious Communications
  2. 2. Let’s Take A Journey Together Brand perceptions are shifting as you read. Customers are demanding a more human approach to communication. Social media requires your attention 24/7. The media landscape is fast changing and eroding. WHERE ARE YOU? © 2013 by Precious Communications 2
  3. 3. You can not NOT communicate • What is your brand promise? • Do you have a personality? • How do you earn trust?Branding is first and foremost about gaining trust. © 2013 by Precious Communications 3
  4. 4. Knowing your customers, understanding trends Consumer habits and behaviour Demographics ExpectationsSocial media and the social dimensionTECHNOLOGY VS THESOCIAL DIMENSION © 2013 by Precious Communications 4
  5. 5. © 2013 by Precious Communications 5Source: What happens on the Internet every 60 seconds - Rosa Golijan
  6. 6. © 2013 by Precious Communications 6Source: What happens on the Internet every 60 seconds - Rosa Golijan
  7. 7. The BIG Cultural Dilemma• Be (Seen) Innovative – But Please Don’t Take Any Risk, Use Only Proven Methods © 2013 by Precious Communications 7
  8. 8. Online Engagement? Customers are very demanding! [Brands] have to surprise me, not only meet my needs, but anticipate my needs. By using social media exclusively, I think the company has to answer me whenever I have a question, enlighten me whenever I complain, and thank me whenever I compliment them.Source: The Language of Love in Social Media - Firefly Millward Brown © 2013 by Precious Communications 8
  9. 9. The BIG Cultural Dilemma #2 • From natural respect to suspicion • Are you approachable? • Why would people want to connect with you? © 2013 by Precious Communications © 2012 by PRecious Communications 9
  10. 10. What are people saying? 11% 13% 32% 45%Source: Digital Life 2011 - TNS © 2013 by Precious Communications 10
  11. 11. What are people saying? 10% 11% 32% 47%Source: Digital Life 2011 - TNS © 2013 by Precious Communications 11
  12. 12. How to Humanize Your Brand1. Think Like a Social Network • Facebook: “We don’t draw a distinction between your mom and a bar of soap”2. Start With Staff • Your employees are the most authentic expression of your brand3. Create Access 11% • TaylorMade. “We are, first and foremost, golfers”4. Treat Customers as Partners • Levi’s co-creating content, even products, 13% 32%5. Reach Out To Key Individuals • Ford’s CEO calling influential SMB owner6. Own Your Mistakes7. Put Your Fans to Work • Cisco’s Networking Academy giving fans moderator privileges8. Be Open to Debate • Eloqua openly asking online community 45%9. Be Present • Don’t break the promise of engagement Source: 10 Ways to Humanize Your Brand On Social Media - Mashable © 2013 by Preciousby PRecious Communications © 2012 Communications 12
  13. 13. What are the pitfalls to avoidWhat works on Social MediaTHE GOOD, THE BAD ANDTHE UGLY OF SOCIAL MEDIA © 2013 by Precious Communications 13
  14. 14. What content goes viral?Practically useful, surprising, and Content that inspires high-energy interesting emotions far more likely to be shared. More likely to be shared © 2013 by Precious Communications
  15. 15. What content goes viral? Content with an Fame of the author emotional tone Slightly more important than content Humour • 62% of ads being aired by Fortune 500 companies, 60% of viral ads were being generated by the smaller companies. • “Humour was employed at near unanimous levels for all viral advertisements. Consequently, this study identified humour as the universal appeal for making content viral.” © 2013 by Precious Communications
  16. 16. What content goes viral? Content with an Fame of the author emotional tone • Slightly more important than content Humour or Ridicule! • 62% of ads being aired by Fortune 500 companies, 60% of viral ads were being generated by the smaller companies. • “Humour was employed at near unanimous levels for all viral advertisements. Consequently, this study identified humour as the universal appeal for making content viral.” © 2013 by Precious Communications
  17. 17. What content goes viral? Content with an Fame of the author emotional tone • Slightly more important than content • • or 62% of ads being aired by Fortune 500 companies, 60% of viral ads were being generated by the smaller companies. Humour “Humour was employed at near unanimous levels for all viral advertisements. Consequently, this study identified Ridicule! humour as the universal appeal for making content viral.” © 2013 by Precious Communications
  18. 18. © 2013 by Precious Communications
  19. 19. Still… it mightactually workJust that youwould havehigher odds inplaying thelottery! © 2013 by Precious Communications
  20. 20. Connecting to your audiences through social mediaCommunity management as a skill setWhy content rules and what you should do about itFinding your personality: Tone, Voice, BehaviourMANAGING YOUR SOCIALMEDIA IDENTITY © 2013 by Precious Communications 20
  21. 21. What is a community?Groups of people who…• share a common passion, interest or objective• come together to learn from each other• want to do something together•…An interactive group of people joined together by a common topic or interest © 2013 by Precious Communications 21
  22. 22. So why would people want to join a bandcommunity?What are real people’s real intentions?• Nike – or the love for sports• ClubMed – or travel• Harley Davidson – or freedom © 2013 by Precious Communications 22
  23. 23. So why would people want to join a bandcommunity?Reasons people join brand communities• Exclusive content• Discounts• Updates © 2013 by Precious Communications 23
  24. 24. How To Choose The Right Identity? What tone do you like to read on Facebook or Twitter? Witty? Edgy? Angry? Why would you join – or not? • Always be helpful, humble and friendly. • Be wary of the metaphors and imagery you or your writer use – they say a lot about your business. Don’t forget: In Social Media you want to connect people with people!Source: How To Choose The Tone For Your Content – Social Media Magic © 2013 by Precious Communications 24
  25. 25. What Is Your Social Media Personality? What Social Media Tone Is Best for Your Business? • Baby food: Use an educational tone in your social media so customers can make informed decisions • Meaningful gifts: Invoke a humble, empathetic and enlightening tone that keeps the brand linked to inspiration • Bags: By injecting a youthful, personable, upbeat and feminine tone in your social media, you could invite young customers across to indulge in your products • Cookies: A playful and inviting tone works best at alluring customers to indulge in childhood comfort foods • Designer products: Employ a serious and curious tone in its social mediaSource: What Social Media Tone Is Best for Your Business – Fox Business © 2013 by Precious Communications 25
  26. 26. What Is Your Social Media Personality? What Social Media Tone Is Best for Your Business? • Baby food: Use an educational tone in your social media so customers can make informed decisions • Meaningful gifts: Invoke a humble, empathetic and enlightening tone that keeps the brand linked to inspiration • Bags: By injecting a youthful, personable, upbeat and feminine tone in your social media, you could invite young customers across to indulge in your products • Cookies: A playful and inviting tone works best at alluring customers to indulge in childhood comfort foods • Designer products: Employ a serious and curious tone in its social mediaSource: What Social Media Tone Is Best for Your Business – Fox Business © 2013 by Precious Communications 26
  27. 27. Social Media to be leveraged across a company:Different functions, uses and valuesSource: Socialize your organization – Richard Binhammer / Dell © 2013 by Precious Communications 27
  28. 28. How to differentiate your brands while safeguarding your reputationTRENDS, TIPS AND TRICKS FORYOUR DIGITAL SURVIVAL © 2013 by Precious Communications 28
  29. 29. Future-Proofing Social Media & Public RelationsWho do YOU want to be? Critical Analytical Skills Gamblers Winners Vanity Strategic BusinessPublishing Orientation Ostriches Bluffers No Analytical Skills © 2013 by Precious Communications 29
  30. 30. Rules of Engagement – Things to ConsiderGet your processes right• Monitor• Analyze• Discover• Engage / Respond PeopleWhat you need:• A PLAN & Resources!• Scenario planning & Reaction Plans Processes• Guidelines PoliciesThere is no one-size-fits-all• Better start small than not at all• Form a team• Have fun! © 2013 by Precious Communications 30
  31. 31. 6 SOCIAL MEDIA RESOLUTIONS YOUR BUSINESS SHOULD KEEP IN 2013 • Learn to Filter – Categorize contacts and make use of lists, groups, circles, and communities to keep your connections relevant and compartmentalised • Set Objectives – Set goals, for the number of new leads, enquiries, opportunities, or even the amount of new business you will generate via your social channels • Tribe Up! – Explore your current and target communities, to really get involved in • Carrot Beats Stick Every Time – Provide quality content, and have strong calls to action throughout your marketing funnel • Content is Emperor – Think about, and map out every output from social update to blog post, to eBook, to landing page, to email newsletter, to sales script, and beyond • Without Measurement You Are Nothing – Get familiar with Facebook Insights, Clickthrough Analytics (start with Bit.ly or Hootsuite’s Ow.ly), and Google Analytics.Source: http://influenceagents.com/6-social-media-resolutions-business-2013 © 2013 by Precious Communications 31
  32. 32. ‘Classic’ Case Study: Domino’s YouTube Experience• Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.• The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints.• Domino’s apologized and put its own President on YouTube, started a Twitter response site;• Still: In just a few days, Domino’s reputation was damaged. © 2013 by Precious Communications 32
  33. 33. ‘Classic’ Case Study: Domino’s YouTube Experience• Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.• The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints.• Domino’s apologized and put its own President on YouTube, started a Twitter response site;• Still: In just a few days, Domino’s reputation was damaged. © 2013 by Precious Communications 33
  34. 34. ‘Classic’ Case Study: Domino’s YouTube Experience So if we know all of this…Who• Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing in YOUR organization would go cheese up their noses and then putting it into sandwiches.• The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints. tonight? on Youtube• Domino’s apologized and put its own President on YouTube, started a Twitter response site; What to wear?• Still: In just a few days, Domino’s reputation was damaged. What to say? Who to talk to? Are you ready? Nobody will wait for you…! © 2013 by Precious Communications 34
  35. 35. @larsv Lars VoedischCommunications Strategistlars@preciouscomms.com © 2013 by Precious Communications 35
  36. 36. About Us…• Independent, boutique communications consultancy• Based out of Singapore, at home in Asia and Europe• Globally connected via affiliation with +65 - 9170 2470 connect@preciouscomms.com larsvoed Facebook.com/PReciousComms 229 Mountbatten Road Twitter.com/PReciousComms #02-41 Mountbatten Square Singapore 398007 © 2013 by Precious Communications
  37. 37. PRecious PartnersSome of the brands PRecious Communications and our consultants have worked with © 2013 by Precious Communications
  38. 38. HUMANIZING YOUR BRAND IN THE DIGITAL AGE Lars Voedisch Principal Consultant lars@preciouscomms.com 38 © 2013 by Precious Communications

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