Learn how Social Media is pushing radical transparency in brand management. Includes new research on Social Media Policy and calculating Social Media ROI. Social Media case studies of The North Face and Drugstore.com.
Open Brands: How Social Media is Pushing Radical Transparency on Brand Management by @JoeyShepp of @Earthsite
How Social Media is Pushing
Radical Transparency in Brand Management
LINKSHARE SYMPOSIUM WEST
January 28th, 2009
ABOUT THE PRESENTER
• Principal at Earthsite
New Media for Sustainable Brands
• Professional Speaker on the topics of
New Media and Sustainable Business.
• More at http://www.JoeyShepp.com
SOCIAL MEDIA IS A
Old School New School
Top Down Bottom Up
Print Media Digital Media
One to Many Many to Many
AN OPEN WORLD
Open Open Open Open
Culture Government Software Brands
What you need to know as a Brand Manager
• Revisions to 30 year old guides
• Section 5 of the FTC Act, which broadly prohibits"unfair and deceptive acts or
practices in commerce".
• Guides don't have the force of law, they don't carry penalties.
However, FTC could place a lawsuit against company which could result in ﬁnes.
• Medium doesn't matter as long as it's a form of marketing ie) Twitter, Facebook,
• It calls for disclosures of brand ambassadors (who’s paid to represent your brand)
• Company should have a policy for how they manage social media
you getting a
commission? Disclose it.
sufﬁcient? Shouldn't have
to look for it. Should be
easy to ﬁnd.
• Does the audience understand
relationship between publisher
and the advertiser?
• If it's not clear from the context,
publisher should disclose
connection to the advertiser.
• Transparency is key!
SOCIAL MEDIA POLICY
• Should function as an informal
guide, in which there is room for
interpretation and discussion with
• Actively train and educate
• Assign the role of Community
Manager which employees can go
to if they don’t know what to do
• Make it available to the public
KEEP IT SIMPLE
"The more restrictions that you place on
employees, the less room you give them to
be a real asset to your online reputation."
"The beneﬁts of having your employees
engaging in social media far outweigh the
dangers of them saying something that
Andy Beal, Author of the book Radically
SOCIAL MEDIA POLICY
"Be real and use your best judgment."
SOCIAL MEDIA GUIDELINES
• Be transparent.
• Be judicious.
• Write what you know.
• Perception is reality.
• It's a conversation.
• Are you adding value?
• Your Responsibility
• Create some excitement.
• Be a Leader.
• Did you screw up?
• If it gives you pause, pause.
NORTH FACE FEB. 2009
• Nonexistent social media strategy was
an utter-ﬂop for the brand
• Communicated every-so-often
• Rarely responded to fans/followers,
• 8627 Facebook Fans and 1087 Twitter
• Led to blog article: 'Social Media
Smackdown: Mtn Hardwear vs. The
NORTH FACE TODAY
12 months later
• 150,000 Facebook Fans
• 10,000 Twitter Followers
What did they do?
Small Changes, Big Results
• Changed landing page
strategy, FBML blocks
• Encouraged Athletes to
• Huge Growth in Fans
• Content Manager
• 3-5 posts per day
NORTH FACE ON
• Toqualify as social media the
• Allow users to share,
participate, connect or
contribute in a way that
facilitates conversation or
contributes to shared
KEEP IT SIMPLE
• Multiple polls going
• Different links to different
• No cohesive agent bringing
them all together
• 700 total votes
• Failure in ROI, but success
in learning lesson.
DEAL OF THE WEEK
• Weekly Deal offering
• Mimic and Test
BELIEF IN SOCIAL MEDIA
• Panel/Internal Teams: Marketing, Customer Care, Legal, HR,
Merchandising, Creative, and Finance
• It's not just for Marketing: Customer Care use
• Strategy: Proactive, reactive, and adaptive
FOLLOW ME ON
TWEET YOUR QUESTIONS
@JoeyShepp YOUR QUESTION #LSW2010
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