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The Social Brand: Engaging and Activating Customers

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Presented by Votigo at the 2013 Snowsports Industry of America SnowShow, Denver, CO, Jan. 31-Feb. 2.

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The Social Brand: Engaging and Activating Customers

  1. 1. The Social Brand Engaging and Activating Customers Jeff Rozic Director of Marketing @votigoThe Social Brand: Engaging and Activating Consumers
  2. 2. StartersThank You!Questions…#SIABluebird Photo Giveaway• Follow @SIASnowsports• Take a photo• Search #SIABluebird and Retweet The Social Brand: Engaging and Activating Consumers
  3. 3. Market ResearchThe Social Brand: Engaging and Activating Consumers
  4. 4. Engaging & Activating Your Social Audience• Share interesting content• Elaborate your brand story • Behind the scenes • UGC, Personal Stories • History, values, culture• Photos, videos, articles• Games & Apps• Become a destination• Promotions & Exclusives The Social Brand: Engaging and Activating Consumers
  5. 5. Engaging Fans With Eye-Catching ContentThe Social Brand: Engaging and Activating Consumers
  6. 6. A Destination for Great ContentThe Social Brand: Engaging and Activating Consumers
  7. 7. Find the Best Social Channels for Your Brand• UGC Videos• Product Demonstrations• Interviews• Behind the Scenes The Social Brand: Engaging and Activating Consumers
  8. 8. • Daily Engagement• Announcements• Promotions• Behind the Scenes• Photos, videos, dialog The Social Brand: Engaging and Activating Consumers
  9. 9. • Photos• Behind the Scenes• Visual Gallery The Social Brand: Engaging and Activating Consumers
  10. 10. • Instant communication• Event communication• News & Announcements• One-on-one communication• Twitter chats The Social Brand: Engaging and Activating Consumers
  11. 11. • Hang-outs• Social Search• Increase Visibility• Long-term The Social Brand: Engaging and Activating Consumers
  12. 12. Creating a Branded DestinationThe Social Brand: Engaging and Activating Consumers
  13. 13. A Standalone Blog that Personalizes the Brand• Quality Content• Leverage Influencers• Multiple Contributors• Content destination, with social support The Social Brand: Engaging and Activating Consumers
  14. 14. Creating a Consistent Brand ImageThe Social Brand: Engaging and Activating Consumers
  15. 15. The Social Brand: Engaging and Activating Consumers
  16. 16. Put Your Fans’ Lifestyle on DisplayThe Social Brand: Engaging and Activating Consumers
  17. 17. The Social Brand: Engaging and Activating Consumers
  18. 18. The Social Brand: Engaging and Activating Consumers
  19. 19. Showcase Your Products & PersonalityThe Social Brand: Engaging and Activating Consumers
  20. 20. The Social Brand: Engaging and Activating Consumers
  21. 21. 3 Bigs…The Social Brand: Engaging and Activating Consumers
  22. 22. 3 Huge Advantages SIA Brands Have• Aspirational affinity/leisure/celebrity• Visual stunning-ness• The attention of your audience anytime of day! @jimmy_adamsYour audience is literally thinking of you as they go to sleep! The Social Brand: Engaging and Activating Consumers
  23. 23. 3 Big Decisions You Must Make• Who: handles your social? Internal? Agency partner? Athletes? Leadership? What tools and budget do you resource?• Where: An abundance of channels…which do you choose? Where is your audience?• What: are you trying to achieve? The Social Brand: Engaging and Activating Consumers
  24. 24. 3 Trends for Integrating The Social Brand:1) Social is not a standalone activity…it is art of marketing lifecycle2) Social tech allows brands to connect with email, CRM, ads, ERP3) Social is measurable and ROI-accountableQ: How are you measuring social? The Social Brand: Engaging and Activating Consumers
  25. 25. 3 Big Decisions: What Are Your Social Goals?• Create ongoing engagement & community• More visibility, SEO & Edgerank• Increase brand awareness• Reward loyal fans• Learn more about your fans• Activate Customers…67%Q: Can you afford to “do social” if you’renot activating customers? The Social Brand: Engaging and Activating Consumers
  26. 26. 3 Last Things You Must Do In Social1) Go Across Channel2) Measure & Repeat3) CRMQ: What comes next in your social strategy? The Social Brand: Engaging and Activating Consumers
  27. 27. Thank You! Questions? Jrozic@votigo.comThe Social Brand: Engaging and Activating Consumers

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