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OPEN
 BRANDS
        How Social Media is Pushing
Radical Transparency in Brand Management

             JoeyShepp.com
LINKSHARE SYMPOSIUM WEST
         Keynote Session
        January 28th, 2009
ABOUT THE PRESENTER

    Joey Shepp
•   Principal at Earthsite
    New Media for Sustainable Brands

•   Professional Spea...
SO,
WHO CONTROLS
  A BRAND?
YESTERDAY
 Brand Managers
TODAY
Community
WHAT DO PEOPLE TRUST?

• 25%      trust advertising

• 56%      trust media editorial

• 81%      trust word of mouth


 S...
FOUR OUT OF FIVE
      NEW MEDIA USERS
interact with companies and brands online
                                 source
WOMEN
 RULE THE
SOCIAL WEB
Gender Balance In Major
   Social Networks
POWER SHIFT
SOCIAL MEDIA IS A
DISRUPTIVE TECHNOLOGY
   Old School     New School
   Top Down        Bottom Up
     Closed          Ope...
AN OPEN WORLD

Open        Open        Open      Open
Culture   Government   Software   Brands
FULL DISCLOSURE
What you need to know as a Brand Manager
UPDATED FTC
ENDORSEMENT
GUIDELINES
•   Revisions to 30 year old guides
•   Section 5 of the FTC Act, which broadly prohibi...
AFFILIATE MARKETING

• Are
    you getting a
 commission? Disclose it.
   broad disclosure
• Is
 sufficient? Shouldn't have...
DISCLOSURE COMPLIANCE
BOTTOM LINE

• Does     the audience understand
  relationship between publisher
  and the advertiser?
• If it's not clear...
SOCIAL MEDIA POLICY
SOCIAL MEDIA POLICY
             BEST PRACTICES
•   Should function as an informal
    guide, in which there is room for
 ...
KEEP IT SIMPLE

"The more restrictions that you place on
employees, the less room you give them to
be a real asset to your...
ZAPPOS
    SOCIAL MEDIA POLICY




"Be real and use your best judgment."
INTEL
SOCIAL MEDIA GUIDELINES
• Be transparent.
• Be judicious.
• Write what you know.
• Perception is reality.
• It's a c...
AIRFORCE
Blog Assessment
MORE SOCIAL MEDIA POLICIES
      SocialMediaGovernance.com
DISCLOSURE AS OPPORTUNITY
BENEFITS OF BEING OPEN
•   Build trusting customers

•   Avoid FTC Lawsuits

•   Engage your employees/customers

•   Inno...
MEASURING SOCIAL MEDIA
COMMON PROBLEMS WITH
      SOCIAL MEDIA
• Experimental

• Not   Budgeted For
• Difficult   to Measure
• Low   Performance (...
WHO MEASURES ROI ANYWAY?
CHIEF MARKETING OFFICERS
REPORT ROI ON SOCIAL MEDIA
WHAT’S YOUR GOAL?
• Sales                       • Leadgeneration
• Registrations               • Conversion
• Referrals   ...
2009 SOCIAL MEDIA METRICS

89% of CMOs
tracked the impact of
social media by
traffic, page views,
and the size of their
soc...
2010 FORECAST IN SOCIAL
       MEDIA METRICS
• 333%surge in tracking
 revenue
• 174%escalation in
 monitoring conversions
...
SOCIAL MEDIA METRICS
           APPROACH
• Focus    on Interactions
• Target   Influencers
• Measure    Before and After
• ...
NEW MEASUREMENTS
Advertisement    Conversation


 Paid Per View   Free / Sharing


  Page View      Social Action


  One ...
ROI CAN BE MEASURED




Dell’s global reach on Twitter has resulted
  in more than $6.5 million in revenue
CASE STUDIES
Opening up to Social Media
THE NORTH FACE
  Social Media Case Study
NORTH FACE FEB. 2009
•   Nonexistent social media strategy was
    an utter-flop for the brand

•   Communicated every-so-o...
NORTH FACE TODAY
 12 months later
• 150,000   Facebook Fans
• 10,000 Twitter   Followers


 What did they do?
FACEBOOK PAGE
 Small Changes, Big Results

• Changed   landing page
 strategy, FBML blocks

• Encouraged Athletes   to
 po...
TWITTER PAGE
 Dedicated Strategy

• Content   Manager

• 3-5   posts per day

• Notrepeating
 Facebook Content
NEVERSTOPEXPLORING.COM
 Leveraging Influencers

• Branded   Content

• Athlete   Contributors
PLANETEXPLORE.COM
    Branded Community
NORTH FACE ON
              SOCIAL MEDIA
• Toqualify as social media the
 experience must:

• Allow   users to share,
 par...
DRUGSTORE.COM
  Social Media Case Study
KEEP IT SIMPLE
    March Madness

•   Multiple polls going

•   Different links to different
    landing pages

•   No coh...
FACEBOOK PAGE
DEAL OF THE WEEK
    Facebook Page

•   Weekly Deal offering

•   Mimic and Test
BELIEF IN SOCIAL MEDIA

• Panel/Internal Teams: Marketing, Customer       Care, Legal, HR,
    Merchandising, Creative, an...
MOONFRUIT
CAMPAIGN RESULTS
•   200 blogs and articles written

•   500,000 tweets, 3000+
    images, and 500+ videos

•   New subscr...
GO FURTHER
   Resources
FOLLOW ME ON

   @joeyshepp
   @earthsite
   @openbrands
TWEET YOUR QUESTIONS
@JoeyShepp YOUR QUESTION #LSW2010
This work is licensed under the Creative
Commons Attribution-Noncommercial-
 Share Alike 3.0 United States License.
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Open Brands: How Social Media is Pushing Radical Transparency on Brand Management by @JoeyShepp of @Earthsite

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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.

Published in: Business, Technology
  • Nick, thanks for the suggestion, I’ll incorporate that concept into future revisions. ~Joey Shepp
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Good presentation, but I'd add one more element to the difference between yesterday's and today's branding:

    Old
    'Positioning' theory

    New
    Customers define brands based on economic, experiential or emotional value
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Open Brands: How Social Media is Pushing Radical Transparency on Brand Management by @JoeyShepp of @Earthsite

  1. 1. OPEN BRANDS How Social Media is Pushing Radical Transparency in Brand Management JoeyShepp.com
  2. 2. LINKSHARE SYMPOSIUM WEST Keynote Session January 28th, 2009
  3. 3. ABOUT THE PRESENTER Joey Shepp • 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
  4. 4. SO, WHO CONTROLS A BRAND?
  5. 5. YESTERDAY Brand Managers
  6. 6. TODAY Community
  7. 7. WHAT DO PEOPLE TRUST? • 25% trust advertising • 56% trust media editorial • 81% trust word of mouth Source: Ross Dawson, 2009 http://bit.ly/Dtn7S
  8. 8. FOUR OUT OF FIVE NEW MEDIA USERS interact with companies and brands online source
  9. 9. WOMEN RULE THE SOCIAL WEB Gender Balance In Major Social Networks
  10. 10. POWER SHIFT
  11. 11. SOCIAL MEDIA IS A DISRUPTIVE TECHNOLOGY Old School New School Top Down Bottom Up Closed Open Advertisement Conversation Print Media Digital Media One to Many Many to Many Privacy Transparency
  12. 12. AN OPEN WORLD Open Open Open Open Culture Government Software Brands
  13. 13. FULL DISCLOSURE What you need to know as a Brand Manager
  14. 14. UPDATED FTC ENDORSEMENT GUIDELINES • 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, blogs, email • 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
  15. 15. AFFILIATE MARKETING • Are you getting a commission? Disclose it. broad disclosure • Is sufficient? Shouldn't have to look for it. Should be easy to find.
  16. 16. DISCLOSURE COMPLIANCE
  17. 17. BOTTOM LINE • 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!
  18. 18. SOCIAL MEDIA POLICY
  19. 19. SOCIAL MEDIA POLICY BEST PRACTICES • Should function as an informal guide, in which there is room for interpretation and discussion with employees • Actively train and educate employees • 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
  20. 20. 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 they shouldn't," Andy Beal, Author of the book Radically Transparent.
  21. 21. ZAPPOS SOCIAL MEDIA POLICY "Be real and use your best judgment."
  22. 22. INTEL 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.
  23. 23. AIRFORCE Blog Assessment
  24. 24. MORE SOCIAL MEDIA POLICIES SocialMediaGovernance.com
  25. 25. DISCLOSURE AS OPPORTUNITY
  26. 26. BENEFITS OF BEING OPEN • Build trusting customers • Avoid FTC Lawsuits • Engage your employees/customers • Innovation from customer feedback • Quicker response to concerns • Call out competitors
  27. 27. MEASURING SOCIAL MEDIA
  28. 28. COMMON PROBLEMS WITH SOCIAL MEDIA • Experimental • Not Budgeted For • Difficult to Measure • Low Performance (?)
  29. 29. WHO MEASURES ROI ANYWAY?
  30. 30. CHIEF MARKETING OFFICERS REPORT ROI ON SOCIAL MEDIA
  31. 31. WHAT’S YOUR GOAL? • Sales • Leadgeneration • Registrations • Conversion • Referrals • Reduced sale cycles • Links (Traffic) • Votes • Reduction in costs and processes • Decrease in customer issues
  32. 32. 2009 SOCIAL MEDIA METRICS 89% of CMOs tracked the impact of social media by traffic, page views, and the size of their social graph or communities. Source: Brian Solas, Mashable
  33. 33. 2010 FORECAST IN SOCIAL MEDIA METRICS • 333%surge in tracking revenue • 174%escalation in monitoring conversions • 150% increase in measuring average order value Source: Brian Solas, Mashable
  34. 34. SOCIAL MEDIA METRICS APPROACH • Focus on Interactions • Target Influencers • Measure Before and After • Accumulate Social Capital
  35. 35. NEW MEASUREMENTS Advertisement Conversation Paid Per View Free / Sharing Page View Social Action One Time Accumulates
  36. 36. ROI CAN BE MEASURED Dell’s global reach on Twitter has resulted in more than $6.5 million in revenue
  37. 37. CASE STUDIES Opening up to Social Media
  38. 38. THE NORTH FACE Social Media Case Study
  39. 39. 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 Followers • Led to blog article: 'Social Media Smackdown: Mtn Hardwear vs. The North Face
  40. 40. NORTH FACE TODAY 12 months later • 150,000 Facebook Fans • 10,000 Twitter Followers What did they do?
  41. 41. FACEBOOK PAGE Small Changes, Big Results • Changed landing page strategy, FBML blocks • Encouraged Athletes to post • Huge Growth in Fans
  42. 42. TWITTER PAGE Dedicated Strategy • Content Manager • 3-5 posts per day • Notrepeating Facebook Content
  43. 43. NEVERSTOPEXPLORING.COM Leveraging Influencers • Branded Content • Athlete Contributors
  44. 44. PLANETEXPLORE.COM Branded Community
  45. 45. NORTH FACE ON SOCIAL MEDIA • Toqualify as social media the experience must: • Allow users to share, participate, connect or contribute in a way that facilitates conversation or contributes to shared content.
  46. 46. DRUGSTORE.COM Social Media Case Study
  47. 47. KEEP IT SIMPLE March Madness • Multiple polls going • Different links to different landing pages • No cohesive agent bringing them all together • 700 total votes • Failure in ROI, but success in learning lesson.
  48. 48. FACEBOOK PAGE
  49. 49. DEAL OF THE WEEK Facebook Page • Weekly Deal offering • Mimic and Test
  50. 50. 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
  51. 51. MOONFRUIT
  52. 52. CAMPAIGN RESULTS • 200 blogs and articles written • 500,000 tweets, 3000+ images, and 500+ videos • New subscriptions increased by 20% during the summer
  53. 53. GO FURTHER Resources
  54. 54. FOLLOW ME ON @joeyshepp @earthsite @openbrands
  55. 55. TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION #LSW2010
  56. 56. This work is licensed under the Creative Commons Attribution-Noncommercial- Share Alike 3.0 United States License. To view a copy of this license, visit http://creativecommons.org/ licenses/by-nc-sa/3.0/us/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

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