SOCIAL BRAND ROADMAP By Jamie Tedford, CEO, As Published in Media Post Marketing Daily
SOCIAL EXPLOSION <ul><li>Social Networks are a legitimate worldwide phenomenon.  Global user numbers have exceeded all rea...
GREEN IS THE NEW SOCIAL <ul><li>It seems “going social” or doing “the social thing” needs an inflection point in the way t...
SOCIALIZING? <ul><li>As with the concept of “being green,” you won’t find any Brand Managers or agency creatives standing ...
LOOKING IN THE MIRROR <ul><li>So what is going to be the tipping point for brands to “socialize” themselves?  Let’s first ...
ON THE ROAD OF LIFE… <ul><li>If we can all get nodding about the end state, maybe we can all start focusing on the roadmap...
SIGNS, SIGNS, EVERYWHERE ARE SIGNS… <ul><li>Here’s a few signposts along the road to a more social brand.  </li></ul><ul><...
THE ROAD AHEAD <ul><li>Now, have you thought about connecting all these signposts? </li></ul><ul><li>Imagine the state in ...
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Socialbrandroadmap

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A guide to helping clients &quot;socialize&quot; their brands.

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Socialbrandroadmap

  1. 1. SOCIAL BRAND ROADMAP By Jamie Tedford, CEO, As Published in Media Post Marketing Daily
  2. 2. SOCIAL EXPLOSION <ul><li>Social Networks are a legitimate worldwide phenomenon. Global user numbers have exceeded all reasonable expectations. And yet, financial projections released for MySpace recently reveal even the largest networks are having difficulty monetizing this base effectively. Why? </li></ul><ul><li>We’re seeing two things. First, advertising in social networks is inefficient, ineffective and obtrusive. Boom! Do you really need another? OK, because brands are still, by and large, on the sidelines when it comes to “the social thing.” </li></ul>
  3. 3. GREEN IS THE NEW SOCIAL <ul><li>It seems “going social” or doing “the social thing” needs an inflection point in the way that “going green” got its lightning rod from Al Gore. First, companies had to understand that “going green” wasn’t a campaign or slogan, and that “greenwashing” posers would get called out ultimately harming the perception of their brand. </li></ul><ul><li>The creation of a “Green Brand” requires a top to bottom, honest to goodness, paradigm and business model shift. When customers stood up and demanded the products and services they purchase come from green companies, the revolution truly began and is one of the most powerful forces in marketing today. </li></ul>
  4. 4. SOCIALIZING? <ul><li>As with the concept of “being green,” you won’t find any Brand Managers or agency creatives standing up and claiming they aim to create antisocial brands. But their firm footing on the sidelines is sending customers a message and raising the question “why aren’t you here.” </li></ul><ul><li>A recent study by Cone points out, Sixty percent of Americans use social media, and of those, 59 percent interact with companies on social media Web sites. One in four interacts more than once per week. Americans who use social media believe: </li></ul><ul><ul><li>Companies should use social networks to solve my problems (43%) </li></ul></ul><ul><ul><li>Companies should solicit feedback on their products and services (41%) </li></ul></ul><ul><ul><li>Companies should develop new ways for consumers to interact with their brand (37%) </li></ul></ul>
  5. 5. LOOKING IN THE MIRROR <ul><li>So what is going to be the tipping point for brands to “socialize” themselves? Let’s first examine the end state of what we call “Social Brands.” </li></ul><ul><li>Brands Social Brands </li></ul><ul><ul><li>Solicit customers Make friends </li></ul></ul><ul><ul><li>Sell to cold prospects Network with happy customers </li></ul></ul><ul><ul><li>Seek satisfaction Strive for passion </li></ul></ul><ul><ul><li>Talk about themselves Listen </li></ul></ul><ul><ul><li>Retain customers Engage fans </li></ul></ul><ul><ul><li>Incentivize frequent purchase Reward engagement </li></ul></ul><ul><ul><li>All business, all the time Make time for play time </li></ul></ul><ul><ul><li>Do well Do good </li></ul></ul><ul><ul><li>Advertise Invite </li></ul></ul><ul><ul><li>Send mass email Message friends and fans </li></ul></ul><ul><ul><li>Target demos Seek shared interests </li></ul></ul><ul><ul><li>9-5 Leave the front porch light on </li></ul></ul>
  6. 6. ON THE ROAD OF LIFE… <ul><li>If we can all get nodding about the end state, maybe we can all start focusing on the roadmap to get there. It reminds me of the positioning statement my former agency Arnold created for VW over a decade ago. “On the road of life, there are passengers and drivers. Drivers Wanted.” The brilliance was the absence of choice that it created. Who in their right mind would raise their hand and say “Yeah, I’m more the passenger type, just along for the ride.” Even if that was true in reality, there’s a part of us all that wants to be the driver in life. </li></ul><ul><li>And as with any road-trip, it’s about the journey, not the destination. Becoming a “Social Brand” takes commitment and flexibility. It will require a curiosity and open-mindedness usually reserved for our life’s passions, not our work endeavors. </li></ul>
  7. 7. SIGNS, SIGNS, EVERYWHERE ARE SIGNS… <ul><li>Here’s a few signposts along the road to a more social brand. </li></ul><ul><ul><li>Facebook Fan Page </li></ul></ul><ul><ul><li>MySpace Group </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Online community of brand fans </li></ul></ul><ul><ul><li>Online listening community </li></ul></ul><ul><ul><li>Social applications </li></ul></ul><ul><ul><li>Social advertising </li></ul></ul><ul><ul><li>iPhone application </li></ul></ul><ul><li>If you’ve missed a few of these checkpoints, go back and categorize them in one of three categories “got it,” “need it,” “want it.” You may be thinking, what about experimenting with Bebo, hi5, Friend Feed, and other more “exotic” locales on the social map? Slow down there fella, let’s make sure we’ve exhausted our social circles with the 200+ million people in Facebook and MySpace before building that remote island in Second Life. </li></ul>
  8. 8. THE ROAD AHEAD <ul><li>Now, have you thought about connecting all these signposts? </li></ul><ul><li>Imagine the state in which you’re brand moves from the periphery of a “social” network and into the middle of your own brand network. Your Social Ads recruit Fans to your Facebook Page or MySpace Group. Those Fans leap into an online community where they share their opinions and pick up tools to evangelize on your brand’s behalf. These activities could be broadcasted to friends through Facebook Connect. Open Social allowed your Fans to follow your applications between multiple social networks and mobile devices. Your blog posts and tweets get synced with messages to that same, always growing, ever-green network of friends and fans. Your Social Brand has arrived. </li></ul><ul><li>That’s a little peek up the road. Now get back to those signposts and start “socializing” your brand. Your friends and fans are waiting. </li></ul>

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