Open Brands: How Twitter is Pushing Radical Transparency in Brand Management

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This presentation was delivered as an introduction to a panel on "Open Brands" at the Twitter 140 conference in Mountain View, CA. Representatives from Dominos, JetBlue, Ebay, and Intuit sat on the panel and provided great insights in their corporate use of Twitter. Also, thanks to all the great people who voted for the Open Brand 'unconference' session to make this happen.

Presentation Description: Twitter is pushing radical transparency on brand management. Check out recent corporate case studies in Twitter use, and learn key strategies/practices in Social Media. If you've heard me speak before, I added some new content in this presentation specific for the Twitter audience: Twitter-specific case studies and reorganized/focused slides on the key Twitter concepts. Hope you enjoy it!

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Open Brands: How Twitter is Pushing Radical Transparency in Brand Management

  1. THE OPEN BRAND How Twitter is Pushing Radical Transparency in Brand Management
  2. SO, WHO CONTROLS A BRAND?
  3. YESTERDAY Brand Managers
  4. TODAY Customers (Influencers)
  5. WHAT DO PEOPLE TRUST? • 75%don't trust company advertising • 81% trust word of mouth • 56% trust media editorial • http://bit.ly/Dtn7S
  6. POWER SHIFT
  7. 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
  8. AN OPEN WORLD Open Open Open Open Culture Government Software Brands
  9. RADICAL TRANSPARENCY Case Studies
  10. CHEVY VIDEO CONTEST What happened? Chevy launches a YouTube campaign to submit user generated videos promoting the Chevy Tahoe. Backlash Activists seize the opportunity to voice their feelings about the Chevy Tahoe. GM Fast Lane Blog “Early on we made the decision that if we were to hold this contest, in which we invite anyone to create an ad, in an open forum, that we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate.”
  11. #AMAZONFAIL • Friday: Authors discover that Amazon.com is delisting their gay and lesbian titles in book search • Saturday: Word spreads around the Twitter like wildfire • Sunday: Amazon provides a few vague responses about it being a glitch. • Monday: Stocks have dropped by 2%
  12. SKITTLES • home page into an online portal featuring a live Twitter feed alongside Facebook, Flickr, and YouTube content • so many hits the first day it brought down Twitter • But just two days after its launch, Skittles was forced to rethink its social media strategy after users deluged the site with inane and often profane quot;tweets,quot; the messages sent by Twitter users. Source Link
  13. JET BLUE 2008 • Joel blogs about how it was creepy that JetBlue followed him. Moments later, JetBlue direct messaged him apologizing and explaining their human approach to connecting with their customers.
  14. JET BLUE TODAY
  15. UNITED AIRLINES • Offering exclusive fares to Twitter followers
  16. AMERICAN EXPRESS OPEN FORUM
  17. INTUIT QUICKEN LIVE BLOGGING TOWN HALL
  18. INTEL PUBLISHES 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.
  19. MC DONALDS CHANGES SLOGEN Sign of the Times Fitting with the “self expression” era of the web, McDonalds changes it’s slogan to a more personal line. “We love to see you smile” To “i’m lovin’ it”
  20. PATAGONIA
  21. CEO GETS TRANSPARENT • CEO, Paul Levy, recognizing the hospital was in dire financial trouble, sends a personal letter to the entire staff about the crisis, and devotes the organization to becoming more transparent . • “I promise to have an open administration, sharing with you as much information as possible to help you be part of solving the problems of the medical center.” • The turnaround worked. And since 2002 has been blogging openly about the institutions issues.
  22. ZAPPOS CEO ON TWITTER •CEO, Tony, talks about his company, but also shares his personality. • Massive following • Early success story in using Twitter. • Jumped on the new “I think the way to succeed in today’s world is to make your business more personal. Twitter is also a great way technology early. of doing that.” -Tony, CEO of Zappos
  23. CEO’S ON TWITTER
  24. GoodGuide provides the world's largest and most reliable source of information on the health, environmental, and social impacts of the products in your home.
  25. A
call
for
SHARED
RESPONSIBILITY Companies Customers 1.
Be
human 1.

Be
understanding 2.
Use
real
names
and
be
 2.

Use
your
real
iden9ty personal
 3.
An9cipate
problems
will
 3.

Recognize
that
problems
 occur,
and
set
clear,
public
 will
occur
and
give
 expecta9ons
in
advance
for
 companies
the
informa9on
 how
you
will
address
issues. and
9me
required
to
 competently
address
issues.
 4.
Cul9vate
a
public
 4.
Share
issues
directly
or
 dialogue. through
a
forum.
 5.
Speak
plainly,
candidly
 5.
Give
companies
the
 with
customers.
 benefit
of
the
doubt.

  26. HOW DO I MAKE MY BUSINESS OPEN?
  27. THINKING OPEN
  28. BENEFITS OF BEING OPEN • Allowyour customers to do your marketing for you • Gaininnovation from your customer feedback • Quicker response time to customer concerns • Build loyal customers
  29. UNDERSTAND SOCIAL CURRENCY • Like a bank account, add social capital, withdraw social capital. • Generate valuable content, share valuable content • Become known as an expert in your field • Ask questions, answer questions, respond to customers! • Be noteworthy, stand out
  30. BEHAVIOR OF INFLUENCERS • Engage others in conversations • Inspire others to continue the conversation • Participate consistently • Are seen as credible • Compels others to want to hear what they say next • Create content that is ‘remarkable’
  31. HOW BRANDS SHOULD PREPARE • Don't Hesitate • Prepare For Transparency • Connect with Advocates • Evolve your Enterprise Systems • Shatter your Brand Website
  32. MEASURING SOCIAL MEDIA
  33. NEW METHODS Social Media requires a new way of thinking about marketing, and moreover a new way of thinking about management.
  34. NEW MEASUREMENTS B2C C2C Advertisement Conversation Paid Per View Free / Viral Page View Social Action One Time Accumulates
  35. KEY MEASUREMENTS • Focus on Social Actions: Use traditional media to drive target users online to do something -- take a social action -- not just arrive on a site. • Measure Before and After: Measure social intensity before and after to see if campaigns successfully caused target customers to take social actions -- rate, comment, share, recommend, etc.. • Accumulate Social Capital: Devise social actions that lead to an accumulation of value for the community of users over time -- e.g. users rate and share tips about restaurants -- Yelp.com. This builds an asset that has lasting value. By Augustine Fou, ClickZ, Feb 11, 2009
  36. TIPS FOR DOING SOCIAL MARKETING RIGHT • Social Media Marketing is worth more • Don't pay for social marketing. • Give out samples • Give a place to talk about your product online publicly • Ask questions to stimulate conversations By Augustine Fou, ClickZ, Apr 9, 2009
  37. GO FURTHER Resources
  38. ABOUT THE PRESENTER • Joey Shepp, Green MBA • Principal at Earthsite, Web Strategy for Sustainable Brands • Founder of Open Brands, Making Brand Monitoring a Social Sport. • JoeyShepp.com • @joeyshepp
  39. FOLLOW US ON @earthsite @joeyshepp @openbrands

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