BUILD A BRAND-DEFININGEXPERIENCE THAT WOWS
ABOUT PARKER LEPLAExpertise: • Brand experience strategy • Internal branding • Web and social media strategy • Marketing c...
WHO WE WORK   WITH
WHAT IS BRAND?• The promise you keep with employees  and customers in everything you do  and say  – Built from consistent ...
THE MODEL FORBRAND IS SHIFTING
THE OLD BRAND MODEL                     Customer              Customer                        Customer                    ...
THE NEW BRAND MODEL                      7
A NEW PARADIGM          Social Experience               Brand              Promise                              8
HOW DO YOU DO IT?                    9
BRAND-DEFINING EXPERIENCES Relevant, useful, differentiated    experiences that wow youremployees and customers and bringy...
AUTHENTICITY IS BRANDDEFINING                        11
SURPRISE AND DELIGHT ISBRAND-DEFINING                     Passengers felt                     delighted,                  ...
“THE SMALL STUFF” IS BRAND-DEFINING     •   Best Practice meetings and Happy Hour gatherings         to share, regroup and...
DEMONSTRATIONS OF YOUR CULTURE      ARE BRAND-DEFINING                             14
WHAT DO THESE HAVE IN      COMMON?                        Social        Demonstration            Recognition of          o...
QUESTION?  What’s a brand-defining experience you’ve had?What is your organization’s brand-defining experience?  Are you d...
5 ways to engage employeesthrough SOCIAL BRAND-DEFININGEXPERIENCES                                17
TRUE ENGAGEMENT LOOKS ATEXPERIENCE FROM THEIR POV                      18
1. CREATE AN INTERNAL BRANDCOMMUNITY FOR INFORMATION ANDKNOWLEDGE SHARING                                19
• Employee site that is                 almost entirely populated                 by employee generated                 co...
2. EMPOWER EMPLOYEE THOUGHTLEADERSHIP AND INNOVATION       Highlight the expertise of       employees through thought     ...
KODAK USES BLOGS AND TWITTER TO   PROMOTE EMPLOYEE EXPERTS                                                        22      ...
• Create a “Facebook-like” feed on                        your intranet for sharing kudos for                        other...
24
4. PROVIDE OPPORTUNITIES FOR INPUTINTO DIRECTION OF COMPANY                        Create online                        “s...
5. HIGHLIGHT IMPORTANCE OFEMPLOYEES IN COMPANY SUCCESS                     And, help customers                     experie...
BONUS: ENGAGE EMPLOYEES IN SOCIAL LISTENING AND PROMOTION• Have employees listen in on  conversations on Twitter, Facebook...
BRAND-DEFINING ACTS OF                                            KINDNESS                                                ...
BENEFITS• Employees who are more inspired and  engaged:  – Perform at their highest level and are    more productive  – Pr...
GETTING STARTED                  30
START BY CLEARLY DEFINING YOUR BRAND                                  31
KNOW YOUR EMPLOYEES   • Why they chose to work for you   • What they are looking to accomplish     in life and in work   •...
MAP THEIR DESIRED EXPERIENCE                           33
PRIORITIZE• Based on strategies that:  – Meet most employee needs/goals  – Create connection among employees and    leader...
MEASURE AND TEST• Employee adoption and use (surveys and  analytics)• Adherence to guidelines for use (monitoring)• Sentim...
• #tcbSM4HR on Twitter• www.onlinebrandex.com (the site for our online brand  experience division)• www.integratedbrand.co...
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Building a brand-defining experience that wows

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Engage employees to become your best brand champions using social media and creating brand-defining experiences.

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Building a brand-defining experience that wows

  1. 1. BUILD A BRAND-DEFININGEXPERIENCE THAT WOWS
  2. 2. ABOUT PARKER LEPLAExpertise: • Brand experience strategy • Internal branding • Web and social media strategy • Marketing communications • Naming, visual identity and taglines
  3. 3. WHO WE WORK WITH
  4. 4. WHAT IS BRAND?• The promise you keep with employees and customers in everything you do and say – Built from consistent social experiences that inspire, engage and build trust 4
  5. 5. THE MODEL FORBRAND IS SHIFTING
  6. 6. THE OLD BRAND MODEL Customer Customer Customer Marketing Employees Management Customer Brand Customer Promise Customer Customer
  7. 7. THE NEW BRAND MODEL 7
  8. 8. A NEW PARADIGM Social Experience Brand Promise 8
  9. 9. HOW DO YOU DO IT? 9
  10. 10. BRAND-DEFINING EXPERIENCES Relevant, useful, differentiated experiences that wow youremployees and customers and bringyour brand into clear definition for them and their lives. 10
  11. 11. AUTHENTICITY IS BRANDDEFINING 11
  12. 12. SURPRISE AND DELIGHT ISBRAND-DEFINING Passengers felt delighted, recognized and valued at an unexpected moment 12
  13. 13. “THE SMALL STUFF” IS BRAND-DEFINING • Best Practice meetings and Happy Hour gatherings to share, regroup and enjoy each other • Work and Play days = half day vision setting, half day fun team outing • “What do you want to learn?” coaching system • Employee blog showcasing our intellectual POVs • Facebook contests with fans and clients 13
  14. 14. DEMONSTRATIONS OF YOUR CULTURE ARE BRAND-DEFINING 14
  15. 15. WHAT DO THESE HAVE IN COMMON? Social Demonstration Recognition of of promise individuals Opportunities for self- expression 15
  16. 16. QUESTION? What’s a brand-defining experience you’ve had?What is your organization’s brand-defining experience? Are you delivering a similar experience for your employees? 16
  17. 17. 5 ways to engage employeesthrough SOCIAL BRAND-DEFININGEXPERIENCES 17
  18. 18. TRUE ENGAGEMENT LOOKS ATEXPERIENCE FROM THEIR POV 18
  19. 19. 1. CREATE AN INTERNAL BRANDCOMMUNITY FOR INFORMATION ANDKNOWLEDGE SHARING 19
  20. 20. • Employee site that is almost entirely populated by employee generated content – Showcases employee talent – Employee written blogsTGI FRIDAYS-UK 20
  21. 21. 2. EMPOWER EMPLOYEE THOUGHTLEADERSHIP AND INNOVATION Highlight the expertise of employees through thought leadership blogs for clients/customers. 21
  22. 22. KODAK USES BLOGS AND TWITTER TO PROMOTE EMPLOYEE EXPERTS 22 Source: http://smartblogs.com/socialmedia
  23. 23. • Create a “Facebook-like” feed on your intranet for sharing kudos for others • Allow people to share those kudos on Facebook through a LIKE button • Post employee “wins,” promotions and other accomplishments on Facebook or Twitter • Give employees recommendations on LinkedIn • Share praise for jobs well done and 3. RECOGNIZE announce promotions and staff changesEMPLOYEES IN ON-BRAND WAYS 23
  24. 24. 24
  25. 25. 4. PROVIDE OPPORTUNITIES FOR INPUTINTO DIRECTION OF COMPANY Create online “suggestion box” for employee ideas for new products/services, enhancements or suggestions on company direction 25
  26. 26. 5. HIGHLIGHT IMPORTANCE OFEMPLOYEES IN COMPANY SUCCESS And, help customers experience the brand in action 26
  27. 27. BONUS: ENGAGE EMPLOYEES IN SOCIAL LISTENING AND PROMOTION• Have employees listen in on conversations on Twitter, Facebook, Blogs and LinkedIn for mention of company’s brand• Develop strategy for employee response and engagement in online conversations about brand 27
  28. 28. BRAND-DEFINING ACTS OF KINDNESS Followers feel recognized, valued and heard. Employees get one-to-one customer contact.Source: http://www.trendwatching.com/briefing/ 28
  29. 29. BENEFITS• Employees who are more inspired and engaged: – Perform at their highest level and are more productive – Provide greater service to your customers – Promote your brand to others more often and with more passion – Are more loyal 29
  30. 30. GETTING STARTED 30
  31. 31. START BY CLEARLY DEFINING YOUR BRAND 31
  32. 32. KNOW YOUR EMPLOYEES • Why they chose to work for you • What they are looking to accomplish in life and in work • What they need in order to accomplish that • What motivates them, and makes them feel appreciated and valued http://motivationalcartoons.co.uk/tag/goals 32
  33. 33. MAP THEIR DESIRED EXPERIENCE 33
  34. 34. PRIORITIZE• Based on strategies that: – Meet most employee needs/goals – Create connection among employees and leadership – Empower employees to champion the brand 34
  35. 35. MEASURE AND TEST• Employee adoption and use (surveys and analytics)• Adherence to guidelines for use (monitoring)• Sentiment and morale (monitoring and surveys)• Engagement (frequency of sharing, commenting, contributing via monitoring, analytics and surveys) 35
  36. 36. • #tcbSM4HR on Twitter• www.onlinebrandex.com (the site for our online brand experience division)• www.integratedbrand.com (blog/resources library)• www.facebook.com/parkerlepla (fan page)• www.twitter.com/parkerlepla (our Twitter account)• www.slideshare.net/parkerlepla (our presentation site)• My email: jent@parkerlepla.comQUESTIONS? 36

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