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Building Your Brand With Conversational Media


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Building Your Brand With Conversational Media

  1. 1. Building Your Brand Harnessing the Power of Social Media Kami Watson Huyse, APR “ Building Blocks” by Redroom Studios, Flickr
  2. 2. Defining Brand <ul><li>&quot;A collection of perceptions in the mind of the consumer.&quot; </li></ul>Definition from Building Brands
  3. 3. Branding and Public Relations <ul><li>Strengths of PR: </li></ul><ul><li>Reputation Management </li></ul><ul><li>Symmetrical Model </li></ul><ul><li>Community Relations </li></ul>
  4. 4. Social Media: Why all the hype? <ul><li>Powerful tools + Easy to use = </li></ul><ul><li>Everyone can create content </li></ul>
  5. 5. On Target
  6. 6. <ul><li>“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” </li></ul><ul><li>Amy Jussel, Founder Executive Director, Shaping Youth </li></ul>
  7. 7. Off Target <ul><li>Target’s e-mail response: </li></ul><ul><li>“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.” </li></ul>
  8. 8. Off Target <ul><li>Target’s response to the New York Times: </li></ul>“ We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
  9. 10. Social Media and Brand <ul><li>Defined by Google </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Defined by new influentials </li></ul><ul><li>Mainstream media look for niche experts </li></ul><ul><li>Defined by customer conversations </li></ul><ul><li>Edelman Trust Barometer </li></ul>
  10. 11. SEO: Pat Philbin <ul><li>“Pat Philbin” </li></ul><ul><li>“John Pat Philbin” </li></ul><ul><li>“FEMA Staged Press Conference” </li></ul>
  11. 12. Goodwill Fashionista <ul><li>“ It wasn’t until I started developing our 2007 strategic marketing plan that I finally figured out my problem: I was trying too hard to develop a social networking strategy instead of incorporating social networking into my marketing strategy.” </li></ul><ul><li>Brendan Hurley , Senior Vice President of Marketing & Communications, Goodwill of Greater Washington </li></ul>
  12. 13. Goodwill Fashionista <ul><li>Objective: Build awareness and drive traffic to the site as well as our brick & mortar stores. </li></ul><ul><li>Marketing Segment: young professional women who love vintage and inexpensive fashion. </li></ul><ul><li>Tactics: online store through eBay and Fashionista Blog and persona </li></ul>
  13. 15. Strategic Engagement <ul><li>Editorial mission and plan </li></ul><ul><ul><li>Who do you need to reach? </li></ul></ul><ul><ul><li>Where do they hang out? </li></ul></ul><ul><ul><li>Which networks or tools? </li></ul></ul><ul><li>Integrate with overall plan </li></ul><ul><ul><li>How will it compliment traditional outreach </li></ul></ul><ul><ul><li>Overall objectives should be complimentary </li></ul></ul>
  14. 16. Strategy to engage <ul><li>Listen </li></ul><ul><li>Participate </li></ul><ul><li>Contribute </li></ul>
  15. 17. Contributing to community <ul><li>Setting relational objectives </li></ul><ul><li>Adding to the experience </li></ul><ul><li>Creating content </li></ul>
  16. 19. Pick a Social Media Tool <ul><li>Publishing platforms, Blogs, podcasts, vlogs </li></ul><ul><li>Social networking sites, Facebook, Twitter </li></ul><ul><li>Democratized networks, Digg, StumbleUpon </li></ul><ul><li>Virtual networking, Second life </li></ul><ul><li>Aggregators, Techmeme </li></ul><ul><li>Edited social news, Fark, Spin Thicket </li></ul><ul><li>Content distribution, </li></ul>
  17. 30. Measuring success <ul><li>Awareness achieved? </li></ul><ul><li>Relationships built? </li></ul><ul><li>Business goals met? </li></ul><ul><li>Traffic and mentions? </li></ul>
  18. 31. Resources <ul><li> </li></ul>
  19. 32. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: 210-467-5092 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Blog: Communication Overtones </li></ul><ul><li>Web site: </li></ul>