Social Media has impacted nearly every aspect of business from research to marketing to sales to customer service to recruitment. But what happens when big brands meet personal brands in social spaces like YouTube, blogs, Twitter, Facebook, online forums, and more? Learn how important niche bloggers, category influencers, the loud minority, and personal social graph’s are becoming to major corporations. (Presented at BrandCampU 2010.)

1. How Big Brands Use
Social Media
#brandcampu
October 8, 2010

2. Presented by
Lynne d Johnson,
SVP Social Media, The ARF
Twitter: @lynneluvah
email: lynne@lynnedjohnson.com
Slideshare: www.slideshare.net/lynneluvah

3. Big Brands

4. Social Media

5. !"#$%& '()$%Social Media #FAIL
Big Brands + *%$& +, !-##(..
Source: Fast Company August 28, 2009

6. !"#$%& '()$%Social"+ !,##(--
Big Brands + *%$& Media #FAIL

7. Big Brands + Social Media #FAIL
»"Many
people
dream
of
success.
Success
can
only
be
achieved
through
repeated
failure
and
introspec:on.
Success
represents
the
one
percent
of
your
work
that
results
from
the
99
percent
that
is
called
failure.”
-Soichiro Honda

8. It’s Not Always Social Media #FAIL
»Marke:ng
»PR
(Brand
Awareness,
Buzz)
»Customer
Service
»Brand
Relaunches
(Crowdsourcing)

9. Big Brands + Social Media #Success

10. Big Brands + Social Media #Success
flavor creator lab environment within the fan page

11. Big Brands + Social Media #Success
!"#$%&'()"*+"(%,-,(#(%'""
.(/"-..")())$*%"
'(%)"*+"'0*&)-%1)"*+"'*'-2"3*'()"
456"&%$7&("2-8(2"1()$,%(/)"
black cherry-lime
caffeine + 8 key nutrients
made by fans, for fans on

12. Big Brands + Social Media #Success
»Authen:city
»Transparency
»Engagement
»Making
Brands
More
Human
»Bringing
The
Human
Voice
Into
the
Brand

13. Big Brands Also Use Social Media For...
»HR
»Consumer
Insights
&
Research
(Social
Listening)

14. What Is Social Media Listening?
»“The study of naturally occurring conversations, behaviors,
and signals, that may or may not be guided, that brings the
voice of people’s lives in to the brand.”
ARF Listening Playbook
The ARF Listening Playbook
by Steve Rapport – Knowledge Solutions Director, The ARF

15. Brands can use listening to:
» discover new customers
» develop new products
» monitor the competition
» give the consumer a voice
» take brand pulse
» understand shifts in consumer perspectives

16. Why Brands Listen
» Find Influencers and Let Them Engage New Customers For You
» Listen, Respond, Engage
» Don’t Just Sell

17. How Brands Listen

18. How Brands Listen
Free Tools PaidTools
• Google Alerts • Ripple 6 Social Insights
• Hootsuite Social Media Dashboard • Radian 6 Dashboard
• Tweetdeck • Conversition Evolisten
• Social Mention • Netbase Consumerbase
• Cotweet • Communispace
• Scoutlabs
• Motivequest
• Nielsen Buzzmetrics
• Meltwater Buzz

19. Social Listening Case Study
Source:
ARF
Listening
Playbook

20. Social Listening Case Study
Example: Hennessy Discovers New Customers
The challenge
Hennessy stumbled upon a new consumer by listening to
linking behaviors. Consumers used Hennessy brand on
BlackPlanet pages and linked back to site.
The concept
Hennessy developed a full research plan to learn more about
the consumer and its values and connection with the brand.
The result (or) insight
Hennessy redeveloped its website to include this new customer
into the brand’s messaging, also including recipes and
wallpapers for downloading, as well as music integration.
Source:
ARF
Listening
Playbook

21. The Future of Social Listening
The Future
Monitoring Complete Lifestreams
Knowing Who People Really Are Using
Social CRM Tools

22. The Future of Social Listening