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Humanizing Your Brand

  October 12, 2011
What Makes a Brand “Human”
Humanizing Your Brand in Social Media - Social Media 2011
Humanizing Your Brand in Social Media - Social Media 2011
Humanizing Your Brand in Social Media - Social Media 2011
“Things don’t have to change the world to be important.”

- Steve Jobs
Humanizing Your Brand in Social Media - Social Media 2011
Source: Wikipedia
Humanizing Your Brand in Social Media - Social Media 2011
“Business customers are people
too, and they love to connect in
social channels”


Josh Bernoff, author and analyst
Where B2B marketers plan to
         spend in 2012

•  20% social media;

•  19% online ads;

•  18% mobile marketing;

•  17% search engine marketing




ANA (Association of National Advertisers)
Marketers Biggest Headaches


       v Data Explosion

       v Social Media

       v Proliferation of Channels and Devices

       v Shifting Consumer Demographics

IBM CMO Study 2011
Humanizing Your Brand in Social Media - Social Media 2011
All too often, B2B marketing
efforts are restrained by a deadly
seriousness that simply ignores
the humanity of the target.

Fast Company
Humanizing Your Brand in Social Media - Social Media 2011
Humanizing Your Brand in Social Media - Social Media 2011
Source: Wikipedia
Source: Wikipedia
Source: Wikipedia
Source: Wikipedia
Source: Wikipedia
Humanizing Your Brand in Social Media - Social Media 2011
Humanizing Your Brand in Social Media - Social Media 2011
Humanizing Your Brand in Social Media - Social Media 2011
Humanizing Your Brand in Social Media - Social Media 2011
Humanizing Your Brand in Social Media - Social Media 2011
“…increased productivity in the call center by 10 percent and quality of guest care
continues to rise”
Humanizing Your Brand in Social Media - Social Media 2011
•  Sense of humor
•  Stick with the shtick
•  Resourceful
•  Open/transparent
•  Consistent
“Delivering customer value is paramount — and an organization’s behavior is as
important as the products and services it provides” IBM CMO Study




•  Always say
   “Please” and
   “Thank You”

•  Personal … &
   professional

•  Talking with
   not at

•  Resourceful
•  Innovative

•  Understanding
   the audience

•  Patience

•  Sense of humor

•  Taking risks

•  Track and
   measure
•  2.7 times increase in website traffic

•  3.2 times increase in conversion

•  5.3 times increase in blog traffic

•  6.0 times increase in registration of community
   members

•  Numerous awards, coverage, recognition
Humans Solve Problems

v Data – resourceful, helpful, pointed (vs just
  entertaining)


v Social Media – building awareness,
  relationships (vs making deals, specials)


v Proliferation of Channels and Devices -
  (integrated pull/push/pull marketing campaigns,
  reusable content)
Humanizing Your Brand in Social Media - Social Media 2011
Thank you!



             Christine Perkett

         cperkett@perkettpr.com

             P: 781.834.5852
        @PerkettPR and @missusP

http://www.linkedin.com/in/christineperkett
   http://www.facebook.com/PerkettPR

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Humanizing Your Brand in Social Media - Social Media 2011

  • 1. Humanizing Your Brand October 12, 2011
  • 2. What Makes a Brand “Human”
  • 6. “Things don’t have to change the world to be important.” - Steve Jobs
  • 10. “Business customers are people too, and they love to connect in social channels” Josh Bernoff, author and analyst
  • 11. Where B2B marketers plan to spend in 2012 •  20% social media; •  19% online ads; •  18% mobile marketing; •  17% search engine marketing ANA (Association of National Advertisers)
  • 12. Marketers Biggest Headaches v Data Explosion v Social Media v Proliferation of Channels and Devices v Shifting Consumer Demographics IBM CMO Study 2011
  • 14. All too often, B2B marketing efforts are restrained by a deadly seriousness that simply ignores the humanity of the target. Fast Company
  • 27. “…increased productivity in the call center by 10 percent and quality of guest care continues to rise”
  • 29. •  Sense of humor •  Stick with the shtick •  Resourceful •  Open/transparent •  Consistent
  • 30. “Delivering customer value is paramount — and an organization’s behavior is as important as the products and services it provides” IBM CMO Study •  Always say “Please” and “Thank You” •  Personal … & professional •  Talking with not at •  Resourceful
  • 31. •  Innovative •  Understanding the audience •  Patience •  Sense of humor •  Taking risks •  Track and measure
  • 32. •  2.7 times increase in website traffic •  3.2 times increase in conversion •  5.3 times increase in blog traffic •  6.0 times increase in registration of community members •  Numerous awards, coverage, recognition
  • 33. Humans Solve Problems v Data – resourceful, helpful, pointed (vs just entertaining) v Social Media – building awareness, relationships (vs making deals, specials) v Proliferation of Channels and Devices - (integrated pull/push/pull marketing campaigns, reusable content)
  • 35. Thank you! Christine Perkett cperkett@perkettpr.com P: 781.834.5852 @PerkettPR and @missusP http://www.linkedin.com/in/christineperkett http://www.facebook.com/PerkettPR