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I Spy Marketing Socialising Your Brand Figaro


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Social media is a top priority for many brands but not many know why – other than being told they need to do it. Many just sign up for accounts on Twitter, begin posting links to products and then wonder why the whole experience hasn’t been profitable or beneficial. The main issue is they are treating social media as if it were any other push platform. It isn’t. Social media has changed communications and the rules of engagement. This presentation aims to show you, with real world examples, how brands need to change to become socially confident.

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I Spy Marketing Socialising Your Brand Figaro

  1. 1. I Spy social media clients
  2. 2. socialising your brand
  3. 3. what are the traits of a social brand?
  4. 4. constant interaction
  5. 5. transparency, authenticity and modesty
  6. 6. recognise problems and respond
  7. 7. take consumer ideas seriously
  8. 8. innovative websites
  9. 9. inspire customer loyalty
  10. 10. what can go wrong?
  11. 11. someone may say something stupid
  12. 12. a backlash could occur
  13. 13. a PR disaster
  14. 14. how can we avoid this?
  15. 15. accept the situation
  16. 16. be honest, transparent and modest
  17. 17. imagine your brand as a person
  18. 18. put out an honest apology
  19. 19. create a staff social media policy
  20. 20. how do we create a strategy?
  21. 21. many parts
  22. 22. how do we measure success?
  23. 23. direct traffic and conversions
  24. 24. sentiment
  25. 25. universal search positioning
  26. 26. consumer loyalty
  27. 27. business intelligence
  28. 28. waterstone’s case study <ul><li>Establishing Waterstone’s across social media </li></ul><ul><li>Going from 0 Twitter followers to 11,000+ </li></ul><ul><li>Going from 0 Facebook fans to 6,383 fans </li></ul><ul><li>Being seen as a leader in using Twitter effectively </li></ul><ul><li>Twinterview with Ant and Dec (and other famous authors) - 500 new followers on the day, huge buzz online </li></ul><ul><li>Picture This Flickr competition - 648 photos uploaded, 186 group members, 30 discussion topics, 734 comments (saved Waterstone’s money!) </li></ul><ul><li>Golden ticket competition with ten fantastic prizes </li></ul><ul><li>Tweet up in Piccadilly store </li></ul><ul><li>Driving referral traffic and converting into sales </li></ul><ul><li>April 2009 to January 2010: 62,000 visits from social media </li></ul>
  29. 29. questions?