brand redefined

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Presentation to Universidade Católica Portuguesa (Catholic University of Portugal) Social Media Program, Lisbon, Portugal
A look at the evolving definition of a “brand” in the social media age.

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  • Universidade Católica Portuguesa(Catholic University of Portugal)Social Media ProgramBrand: RedefinedLisbon, PortugalApril, 2012
  • My work experience and a few clients of Socialized
  • Here are some tweets (updates) from Twitter on customer service. As you can see from the timestamps this is not a contiguous timeline, but the result of several searches.
  • There are several Enterprise grade tools available to help companies monitor some measures of effectiveness. Traditional web metrics are easy, like pageviews, downloads of software, number of times a video was launched.Here’s a screen shot from Radian6, a tool that monitors a number of interesting measures. This example uses cars, to see which model is mentioned most often and by who, and how influential those mentions are. Again these are still somewhat soft measures, but a step in the right direction.Buzzlogic and a number of others are also interesting. It’s not the intention of this presentation to explain all the tools on the market, but just to get you thinking about these things.
  • http://corp.klout.com/blog/2012/03/does-klout-make-a-difference/
  • http://www.elevatelocal.co.uk/blog/gaming-klout-second-casestudy-24094896
  • http://www.elevatelocal.co.uk/blog/gaming-klout-second-casestudy-24094896
  • brand redefined

    1. 1. brand:redefined social media and the ever-changing notion of your brand Universidade lica Portuguesa Formação Avançada em Media Sociais April 24, 2012 Joel PostmanCopyright 2012 – 2013, Joel Postman & Socialized PR
    2. 2. Copyright 2012 – 2013, Joel Postman & Socialized PR
    3. 3. one of 2009’s top five “must-read” social media marketing booksCopyright 2012 – 2013, Joel Postman & Socialized PR
    4. 4. brand: 1100 a.d. :a long time ago noun ˈbrand Middle English, torch, sword, from Old English; akin to Old English bærnan to burn. First Known Use: before 12th centuryCopyright 2012 – 2013, Joel Postman & Socialized PR
    5. 5. brand: 1840s :industrial revolution noun ˈbrand a. A trademark or distinctive name identifying a product or a manufacturer. Manets Bar at the Folies-Bergere, 1882 b. A product line so identified: a popular Bass Ale: First U.K. trademark, 1876, possibly first in the world brand of soap.Copyright 2012 – 2013, Joel Postman & Socialized PR
    6. 6. brand: 1980s :david ogilvy noun ˈbrand The intangible sum of a products attributes: its name, packaging, and price, its history, its reputation, and the way its advertised.Copyright 2012 – 2013, Joel Postman & Socialized PR
    7. 7. brand: 2008 :me noun ˈbrand our experiences with a company’s products, services, employees and customers, and the way they shape our perceptions of the company.Copyright 2012 – 2013, Joel Postman & Socialized PR
    8. 8. the experience is the marketing • Differentiates companies and products • Increases customer value and loyalty • 1998! - Commodity business: charges for undifferentiated products. - Goods business: charges for distinctive, tangible things. - Service business: charges for the activities you perform. - Experience business: charges for the feeling customers get by engaging it.Copyright 2012 – 2013, Joel Postman & Socialized PR
    9. 9. brands & markets are conversations • Markets are conversations • Market is a noun, not a verb • Markets consist of people, not demographic sectorsCluetrain Manifesto, 1999 Copyright 2012 – 2013, Joel Postman & Socialized PR
    10. 10. listening in to your brandCopyright 2012 – 2013, Joel Postman & Socialized PR
    11. 11. reputation noun reputation The aggregate of public perceptions of a companys social, political, ethical and business behavior, and how people engage with the company based on these perceptions.Copyright 2012 – 2013, Joel Postman & Socialized PR
    12. 12. consumer sentimentCopyright 2012 – 2013, Joel Postman & Socialized PR
    13. 13. Copyright 2012 – 2013, Joel Postman & Socialized PR
    14. 14. Copyright 2012 – 2013, Joel Postman & Socialized PR
    15. 15. Copyright 2012 – 2013, Joel Postman & Socialized PR
    16. 16. influence the power to affect persons or events. A cognitive factor that tends to have an effect on what you do.Copyright 2012 – 2013, Joel Postman & Socialized PR
    17. 17. metcalfe’s law the value of a network is proportional to the square of the number of connected users (n2)Copyright 2012 – 2013, Joel Postman & Socialized PR
    18. 18. measuring influence • Klout measures influence by measuring clicks, tweets, & comments • Marketers attempt to connect online conversations to offline buying behavior – True Reach: How many people you influence – Amplification: How much you influence them – Network Impact: The influence of your networkCopyright 2012 – 2013, Joel Postman & Socialized PR
    19. 19. klout: how meaningful?Copyright 2012 – 2013, Joel Postman & Socialized PR
    20. 20. not very• Twitter poll to determine who is more influential• Joe Fernandez (founder of Klout) 4,832 Tweets Following 654 Followers 8,098 Listed 792• Evan Williams (founder of Twitter) 6,333 Tweets Following 1,346 Followers 1,395,276 Listed 17,337 Copyright 2012 – 2013, Joel Postman & Socialized PR
    21. 21. measuring influence on twitterCopyright 2012 – 2013, Joel Postman & Socialized PR
    22. 22. measuring influence on twitterCopyright 2012 – 2013, Joel Postman & Socialized PR
    23. 23. measuring influence on twitterCopyright 2012 – 2013, Joel Postman & Socialized PR
    24. 24. peoplebrowsr kredCopyright 2012 – 2013, Joel Postman & Socialized PR
    25. 25. summary • Consumers are now a major part of your brand experience • Consider dictionary definitions of influence above social media usage • Influence is difficult to measure • The conversation continues, with or without your company Copyright 2012 – 2013, Joel Postman & Socialized PR
    26. 26. joel.postman@gmail.comfacebook/postman@jpostman

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