Branding with Social Media

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www.therussogroup.com

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Branding with Social Media

  1. 1. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  2. 2. the promise behind the brand. BRANDING WITH SOCIAL MEDIA Inspired by The Brand Gap by Marty Neumeier The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  3. 3. the promise behind the brand. Presented by Jaci Russo Senior Partner at T H E RUS S O GRO UP The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  4. 4. the promise behind the brand. WHAT WE WILL COVER: Branding Social Media Integration The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  5. 5. the promise behind the brand. WHAT IS BRANDING? What is it not? The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  6. 6. the promise behind the brand. A brand is not a company. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  7. 7. the promise behind the brand. A brand is not a logo. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  8. 8. the promise behind the brand. A brand is not a product. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  9. 9. the promise behind the brand. A BRAND is a person’s emotional response to a company, product or service. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  10. 10. the promise behind the brand. WHY IS BRANDING SO IMPORTANT? Too many choices and too little time No differentiation between products People rely on their gut when making choices The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  11. 11. the promise behind the brand. There are 1,453 televisions on the market – how do you pick the right one? The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  12. 12. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  13. 13. the promise behind the brand. BRANDING A promise between the product and the consumer The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  14. 14. the promise behind the brand. Consistent delivery of the promise creates trust The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  15. 15. the promise behind the brand. Trust promotes loyalty The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  16. 16. the promise behind the brand. Loyalty leads to ADVOCACY The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  17. 17. the promise behind the brand. THE BRAND PROMISE Best price, Best service Best product WHAT?! The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  18. 18. the promise behind the brand. Those are not promises – they are lies. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  19. 19. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  20. 20. the promise behind the brand. The consumer isn’t going to fall for false promises anymore The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  21. 21. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  22. 22. the promise behind the brand. The brand promise must be Authentic Based on an actual point of differentiation Authentically claimed and delivered The essence of the brand itself The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  23. 23. the promise behind the brand. It must also be delivered at every touchpoint Everywhere the consumer comes in contact with the company and product. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  24. 24. the promise behind the brand. DOWNTOWN LAFAYETTE’S UPCOMING EVENTS TM SUNDAY, MARC H 16, 2009 THE NEW MUSIC SERIES SP O NSO RED IN PART BY The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  25. 25. the promise behind the brand. Before you start using social media to market your brand, You need to know what you are going to say The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  26. 26. the promise behind the brand. WHAT IS YOUR BRAND ? The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  27. 27. the promise behind the brand. FOCUS Define the one differentiating and powerfully compelling quality that makes your brand Razor sharp The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  28. 28. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  29. 29. the promise behind the brand. CONNECTION Connect with your audience by establishing your voice, and defining your message The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  30. 30. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  31. 31. the promise behind the brand. HARMONY Unify your brand by developing branded touchpoints that establish trust The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  32. 32. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  33. 33. the promise behind the brand. NOT PRICE If price is your only point of differentiation, you are not building a brand. You are selling a commodity. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  34. 34. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  35. 35. the promise behind the brand. NOT PEOPLE Every company says they have great people. What makes yours better than theirs? The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  36. 36. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  37. 37. the promise behind the brand. NOT SERVICE If you promise it and then fail to deliver, you can’t get it back The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  38. 38. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  39. 39. the promise behind the brand. CHANGE THE CONVERSATION No generic false promises Only your TRUE Brand Promise The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  40. 40. the promise behind the brand. Is the brand effort worth it? The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  41. 41. the promise behind the brand. Interbrand’s report on brand value from 2008 illustrates what the return on your investment in branding is worth The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  42. 42. the promise behind the brand. Brand Report Card of Brand Value 2008 The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  43. 43. the promise behind the brand. You can position your company to become THE choice in your category The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  44. 44. the promise behind the brand. 1. REALIZE the consumer owns the brand You have to change the conversation: The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  45. 45. the promise behind the brand. What mental real estate is yours to own? What emotions do you evoke? What differences can you authentically claim? Why should we care? The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  46. 46. the promise behind the brand. BE DIFFERENT! The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  47. 47. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  48. 48. the promise behind the brand. 2. RESOLVE Your promise is your brand Develop a relationship with your consumer The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  49. 49. the promise behind the brand. Give them something to belong to Deliver on your difference Build your tribe The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  50. 50. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  51. 51. the promise behind the brand. History of Advertising 1900 What is it - FEATURES 1925 What does it do for me - BENEFITS 1950 How does it make me feel - EXPERIENCE 2000 Who Am I – BELONG The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  52. 52. the promise behind the brand. People join tribes to become a part of a community. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  53. 53. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  54. 54. the promise behind the brand. 3. REINVENT Consumers are in control You can’t yell at them You can’t treat them like they are stupid You can’t buy their attention You have to be where they are You have to speak their language The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  55. 55. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  56. 56. the promise behind the brand. 4. RELATE Brand a tribe We want to belong We want to be a part of something We want to connect with others like us We want to be in the club The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  57. 57. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  58. 58. the promise behind the brand. 5. REACT Brand launch Your brand deserves a professional logo Your brand deserves professionally printed business cards The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  59. 59. the promise behind the brand. Your brand deserves professionally designed sales materials Your brand deserves a great website Your brand deserves a great reaction from your audience The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  60. 60. the promise behind the brand. Once you have your house in order, then you can invite the public to visit. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  61. 61. the promise behind the brand. Traditional Media In the beginning – there were a limited number of options The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  62. 62. the promise behind the brand. New Media Now, there are too many choices…too many distractions The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  63. 63. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  64. 64. the promise behind the brand. Total Media Companies spend $4.5B annually to buy a crowd Advertising Age Magazine December 2008 The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  65. 65. the promise behind the brand. Now there is SOCIAL MEDIA The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  66. 66. the promise behind the brand. Social Media provides opportunity for social marketing, which is better than advertising because it – The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  67. 67. the promise behind the brand. •Creates a connection •Develops a relationship •Builds a brand •Forms a tribe The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  68. 68. the promise behind the brand. Social Media is NOT: About advertising A place to sell Yelling at the masses The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  69. 69. the promise behind the brand. Social Media is: All about THE CONVERSATION The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  70. 70. the promise behind the brand. Social Media There are a lot of choices out there and new ones launch daily The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  71. 71. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  72. 72. the promise behind the brand. Steps to Social Success It’s just like attending a conference The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  73. 73. the promise behind the brand. LISTEN Find out the who, what, where, why and when Read up on current events Study the panelists and decide who you want to listen to The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  74. 74. the promise behind the brand. LISTEN TO YOUR INDUSTRY The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  75. 75. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  76. 76. the promise behind the brand. LISTEN The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  77. 77. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  78. 78. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  79. 79. the promise behind the brand. WEBSITE •Easy domain name •Well developed, interesting, no ads •Captures your brand essence •Update it regularly The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  80. 80. the promise behind the brand. BLOG •Easy to set up with Blogger or Wordpress •Regular updates •Use pictures and video •Add variety to your content •Not just about you •Provides a place for conversations The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  81. 81. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  82. 82. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  83. 83. the promise behind the brand. Select content to tell others that it’s great StumbleUpon Digg Let people know about events Upcoming Bookmark content of interest del.icio.us The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  84. 84. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  85. 85. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  86. 86. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  87. 87. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  88. 88. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  89. 89. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  90. 90. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  91. 91. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  92. 92. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  93. 93. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  94. 94. the promise behind the brand. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  95. 95. the promise behind the brand. EMPLOYEES •Use social media for recruitment •Get to know your employees and what they are doing (and who they are doing it with) •Create a policy for their role The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  96. 96. the promise behind the brand. IS IT WORTH IT? •Less expensive than traditional media •Spend time not money The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  97. 97. the promise behind the brand. IS ANYBODY OUT THERE WATCHING? The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  98. 98. the promise behind the brand. THOSE AREN’T MY PEOPLE •My customers aren’t online •How could I use the internet for my B&B The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  99. 99. the promise behind the brand. BROWN LURES - SELLS FISHING LURES •Podcast ‘fishing stories’ •YouTube ‘how to’ videos •Guides up and down the coast subscribe •Uses RSS and content tagging •E-mail marketing for trade shows The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  100. 100. the promise behind the brand. WWW.BROWNLURES.COM The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  101. 101. the promise behind the brand. BEING THE FIRST TO USE SOCIAL MEDIA IN YOUR CATEGORY GIVES YOU THE OPPORTUNITY TO DOMINATE YOUR CATEGORY The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  102. 102. the promise behind the brand. LINCOLN SIGN COMPANY - MAkES SIGNS LOCALLY •Blogs as sign is made •Gives customers the experience of the sign creation •‘Memory Box’ with scraps •Customers are connected The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  103. 103. the promise behind the brand. WWW.LINCOLNSIGN.COM The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  104. 104. the promise behind the brand. RADIO PROGRAMS HAVE BENEFITED GREATLY FROM PARTICIPATION IN SOCIAL MEDIA The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  105. 105. the promise behind the brand. kIDDLIVE.COM The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  106. 106. the promise behind the brand. IN 2008 90% OF PURCHASES WERE MADE AFTER RESEARCH ONLINE. Inc. Magazine January 2009 The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  107. 107. the promise behind the brand. RECAP •Branding is crucial •Social Media helps to create community around your brand •All it takes is time or money The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  108. 108. the promise behind the brand. QUESTIONS? The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530
  109. 109. the promise behind the brand. BRANDING WITH SOCIAL MEDIA The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

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