SlideShare a Scribd company logo
           Building A Better BrandFall 2009#sprf095 October 2009Tunica, MSOlivier Blanchard@thebrandbuilder
IOlivier A. BlanchardPart of what I do consists of helping companiesdevelop, integrate, manage and measure social media programs.Social Media and communicationscan’t be divorced from brand management.@thebrandbuilderwww.thebrandbuilder.wordpress.comwww.thebrandbuildermarketing.comwww.smroi.net
Digital Branding and Social Media
About Social media - First things first:
What this really is: People talking with people.
(Which is nothing new, really.)
People connecting with each other.
People creating communities…on their own terms.
People sharing their passions.
People sharing their outrage.
How does this fit in with traditional marketing?Command and Control ModelMessaging & BrandingAdvertisingPRThe PublicMarketingWebeventsYou are here
FACT: People no longer trust advertisingand traditional corporate channels.
Some Nielsen Statistics on consumer trust:Online banner ads:					28%E-mail (opt-in):					48%Television, magazines, radio:			55%Newspapers:						66%Recommendations from consumers:	78%Word-of-Mouth:				62%-93%					    (Depending on the country)
New Technologies have given people the power totune out messaging and marketing…… and tune into relevance and dialogue.
Traditional marketing has been interrupted.
Invasion of the micro-channels.
The web no longer belongs to marketers.
People are again turning to each other…Because they can.
Blogs
The Emergence of New MediaBlogs are now read by 24% of adult Internet users, up from 13% in 2006Social networks are now used by 26% of adult Internet users, up from 17% in 2006Mobile platform users will double by 2013 in the USTxt + SMS (including Twitter SMS) already > voice.Source: mashable
200 Million users+ worldwide100 Million users log in dailyThe average user has 120 friends (WOM)Daily, 4 million users become fans of a page30 Million + users access FB via mobileAverage stay on site is over 13 minutes185 Million UsersPrimary age demo: 14-34Still the top social app. For youth.Average stay on site is over 10 minutes11%+ of adults online now use Twitter 12+ million users worldwideTwitter Search may threaten GoogleMore and more online conversations now occur hereEvents and websites are discovered here“Twitter is Word-of-Mouth on steroids.” - @GaryVeeBlogs
BLOGS133+ Million worldwide (50% are here)25% of internet users read blogs daily                                  (up from 13% in 2006)Brands without blogs are losing tractionNo blog/dynamic content = weak SEOFastest growing demo: Women 24-55
Digital Branding and Social Media
85M Visitors in August9% MoM Growth
8.9 billion YouTube videos viewed in July.Downloaded by 120.3 Million US viewers	(That’s 1/3 of the US population.)Total videos viewed on the web in July: 21 BillionSource: Comscore
Your customers = a vibrant community.
Digital Branding and Social Media
And they’re doing their own thing.
Digital Branding and Social Media
Digital Branding and Social Media
They choose when to hang out with you.
Social Media can help organizationsconnect with existing communitiesAnd create new ones.
 Ways in which Social Media can help your business:SalesNet New Customers, Increased Frequency of Transactions, promo exposureIncreased yield (average $ value per transaction), and product penetrationCustomer SupportImmediate feedback and response, positive impact in public forum, cost reductionHuman ResourcesMore effective recruiting, online monitoring of employee behavior (risk management)Public RelationsOnline Reputation Management, improved brand image via Social WebCustomer LoyaltyIncreased interactions, better quality of interactions, deeper relationship with brand,Increased trust in brand, increased mindshare of brand, greater values alignmentBusiness Intelligence
You are no longer in the business of creating value.You are in the business of creating importance.
People don’t get their coffee from Starbucks because of “value”.People get their coffee from Starbucks because getting their coffee from Starbucks is important to them.Pride.Image.Exclusivity.Passion.Uniqueness of Quality.Sharing in a common passion.
Plant your flag. Stand for something. Stand out.
But don’t forget to listen.
Tip 1: Vertical Vs. Lateral Engagement
By the way...There are 2 forces at work in Social Media:Vertical EngagementAndLateral EngagementThis is important.
Vertical Engagement= Brand + Customer.(This is not a monologue)Great Experiences & Brand Loyalty.
Lateral Engagement = customer + customerValidation and Scale.
How does this fit in with traditional marketing?Command and Control ModelMessaging & BrandingAdvertisingPRThe PublicMarketingWebeventsLateralVertical
People share things they love.Twitter, YouTube and FacebookAre word-of-mouth on steroids.
“The community closes the sale.”- Porter Gale (@virginamerica)Virgin America invests in the good will of customers, simply by publicly acknowledging and supporting them in the same channels where they’re communicating.
Tip 2: The mechanics of Engagement
How does this all fit into your existing web strategy?ManagementwebsitevideoNewsInfoStoriesActionBlog
Engagement tip: Know your toolshttp://twitterface.com
Today’s recommendation: TwitterfaceCreating a Twitterface  page promotes awareness and engagement.
Engagement
Outbound Thinking: Seeding channels“Reaching out” basically means planting seeds.Think of reaching out as spreading your content.This is basic distribution across various channels. Your website
Outbound Thinking: Spreading ContentWrite a blog postShare it on Facebook and TwitterCreate an eventOn FacebookShare it on your blog and TwitterCreate a #chat on TwitterShare it on your blog and FaceBook
Outbound Thinking: Spreading Contenthttp://digg.com
Outbound Thinking: Spreading Contenthttp://stumbleupon.com
http://www.stumbleupon.com/technology
Tip 3: Listening & Monitoring
Do you really know how to listen?
How do you manage your brand in 2009?www.radian6.com
Keyword & Mention Management Dashboardswww.radian6.com
Sentiment  Monitoringwww.radian6.com
More Sentiment Analysis
Create Listening Posts OnlineBlogsBRAND
Listening & Monitoring platforms/toolshttp://www.socialmention.com/http://techrigy.com/http://www.twitscoop.com/http://www.peoplebrowsr.com/http://www.radian6.com/cms/homehttp://twitterface.comhttp://pipes.yahoo.com/pipes/http://www.netvibes.com
Tip 4: Responding (Yes, you’re on 24/7/365 now.)
Responding to the publicResponding to your audience comes in 2 forms:Conversational Responses (chat)Informational Responses (link)Either way, never argue, always be helpful, don’t Ever become defensive.Your website
Responding to the publicEngagementPR
Digital Branding and Social Media
CustomThe riverto or about you
TweetDeck allows you to create follower categories
CompoundBasicBasicSearch
Crisis ManagementHave a crisis/response plan.Make sure everyone knows the plan. Write it out. Keep it in an obvious place.Train and drill the plan.Let the press release or official statement guide your responses.Link to the official statement on Facebook, Twitter, the blog, etc.Monitor Social Media for mentions of the incident.Be prepared to respond or answer questions on Twitter and Facebook.Do not argue with detractors. Calmly state the facts. Be Zen.Be honest and transparent. Social Media dwellers smell BS a mile away.  A swift, kind, honest discussion on Twitter can turn a disaster into a mere scrape. Relax and don’t take attacks personally.
Tip 5: How to manage a Brand on Twitterhttp://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
Brand Management on TwitterFace are personable, but lack context
Brand Management on TwitterLogos are clear, but impersonal
Brand Management on TwitterCombining faces + logos = humanity + context
Brand Management on TwitterThe 1-800 number.The lobby.What people search forhttp://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
Brand Management on Twitterhttp://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
Brand Management on Twitterhttp://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
Brand Management on Twitterhttp://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
Some thoughts about ROI and measurementMeasurement & Accountability
R.O.I.RETURNONINVESTMENT
THE R.O.I. EQUATIONInvestmentExpectation of return
THE R.O.I. EQUATION(GAIN FROM INVESTMENT - COST OF INVESTMENT)ROI =COST OF INVESTMENT
Non-financial impact is not ROI (yet).
Types of non-financial impactCustomer complaintsWebsite VisitorsImpressionsPositive pressClick-throughsYouTube viewsRetweetsCoupons distributedVisitors to a brick & mortar storePositive WOMDelivered emailsNegative pressNegative WOMEmployment applicationsBlog commentsFaceBook friendsSocial mentionTwitter followers
ROI = actualized potential.
Non-Financial Measurement & AccountabilitySet GoalsSet StandardsSet MilestonesPick the right measurement tools for the jobExamples of free tools:Track website visitsMonitor visitor behaviorTrack the growth of your Twitter AccountMonitor your Twitter statsTrack online mentionsCompare mentionshttp://www.google.com/analytics/http://twittercounter.com/pages/dashboard_infohttp://www.blogpulse.com/trendTrack video downloadsTrack video embedsTrack traffic from SM outposts to your websiteTrack FB & LinkedIn group membersTrack blog visitors & commentsTrack offline numbers and results
Digital Branding and Social Media
Digital Branding and Social Media
Digital Branding and Social Media
Join your community.	blogs, facebook, twitter, events, groups	forums, fund raisers, media.		Reconnect with your audience.		Partner with them more.2. Take a leadership role.	blog, facebook group, twitter, events,	lectures, media relations, branding.	Inspire. Become important again.3. Be easy to find.	“search”/ SEO, broad digital footprint.	Always be where your audience is.4. Inspire passion.	What you do is important. What you do matters.
    Ask away.Olivier Blanchard864.630.7398www.thebrandbuildermarketing.com@thebrandbuilder(on Twitter)

More Related Content

What's hot

Marketing through the behavior cycle. @RogerHurni @OffMadisonAve
 Marketing through the behavior cycle. @RogerHurni @OffMadisonAve Marketing through the behavior cycle. @RogerHurni @OffMadisonAve
Marketing through the behavior cycle. @RogerHurni @OffMadisonAve
Roger Hurni
 
Social Media, Social Influence Marketing and Super Peers
Social Media, Social Influence Marketing and Super PeersSocial Media, Social Influence Marketing and Super Peers
Social Media, Social Influence Marketing and Super Peers
Mark Walmsley
 
Social media and content creation for social media
Social media and content creation for social mediaSocial media and content creation for social media
Social media and content creation for social media
P&CO
 
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
Matt Granfield
 
An Introduction to Social Media and Marketing
An Introduction to Social Media and MarketingAn Introduction to Social Media and Marketing
An Introduction to Social Media and Marketing
Sarah Sloan
 
Role of social media in business communication
Role of social media in business communicationRole of social media in business communication
Role of social media in business communication
Tahir Manzar
 
Online Brand Community Development
Online Brand Community DevelopmentOnline Brand Community Development
Online Brand Community Development
La French Tech
 
Breaking into social media marketing
Breaking into social media marketingBreaking into social media marketing
Breaking into social media marketing
Sarah Maynard
 
Bridging the Social Digital Divide #Isummit 2013 Presentation
Bridging the Social Digital Divide #Isummit 2013 Presentation Bridging the Social Digital Divide #Isummit 2013 Presentation
Bridging the Social Digital Divide #Isummit 2013 Presentation
Pam Moore
 
Power Point Using Social Media In Your Business
Power Point  Using Social Media In Your BusinessPower Point  Using Social Media In Your Business
Power Point Using Social Media In Your Business
Fred Burkhardt
 
7 Ingredients for Employee Social Media Advocacy
7 Ingredients for Employee Social Media Advocacy7 Ingredients for Employee Social Media Advocacy
7 Ingredients for Employee Social Media Advocacy
Jay Baer
 
YOUR CUSTOMER HAS MOVED. DO YOU KNOW WHERE? #socialsell
YOUR CUSTOMER HAS MOVED. DO YOU KNOW WHERE? #socialsellYOUR CUSTOMER HAS MOVED. DO YOU KNOW WHERE? #socialsell
YOUR CUSTOMER HAS MOVED. DO YOU KNOW WHERE? #socialsell
InsideView
 
Social Media Marketing Plan: SAMPLE
Social Media Marketing Plan: SAMPLESocial Media Marketing Plan: SAMPLE
Social Media Marketing Plan: SAMPLE
DanyaShea Digital Marketing
 
Social media presentation
Social media presentationSocial media presentation
Social media presentation
Elizabeth Leinbach
 
Perfect Storm Social Media And Affiliate Marketing
Perfect Storm  Social Media And Affiliate MarketingPerfect Storm  Social Media And Affiliate Marketing
Perfect Storm Social Media And Affiliate Marketing
Daniel Priestley
 
15 step social media marketing strategy for businesses in 2021
15 step  social media marketing strategy for businesses in 202115 step  social media marketing strategy for businesses in 2021
15 step social media marketing strategy for businesses in 2021
Samaritan InfoTech
 
Social media-strategy woolworths
Social media-strategy woolworthsSocial media-strategy woolworths
Social media-strategy woolworths
Renee Kamau
 
Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07
Eric Weaver
 
Social Media Marketing for entrepreneurs
Social Media Marketing for entrepreneursSocial Media Marketing for entrepreneurs
Social Media Marketing for entrepreneurs
Delfin Vassallo ☁️
 
Making Social Media Work
Making Social Media WorkMaking Social Media Work
Making Social Media Work
Daniel Waldman
 

What's hot (20)

Marketing through the behavior cycle. @RogerHurni @OffMadisonAve
 Marketing through the behavior cycle. @RogerHurni @OffMadisonAve Marketing through the behavior cycle. @RogerHurni @OffMadisonAve
Marketing through the behavior cycle. @RogerHurni @OffMadisonAve
 
Social Media, Social Influence Marketing and Super Peers
Social Media, Social Influence Marketing and Super PeersSocial Media, Social Influence Marketing and Super Peers
Social Media, Social Influence Marketing and Super Peers
 
Social media and content creation for social media
Social media and content creation for social mediaSocial media and content creation for social media
Social media and content creation for social media
 
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
 
An Introduction to Social Media and Marketing
An Introduction to Social Media and MarketingAn Introduction to Social Media and Marketing
An Introduction to Social Media and Marketing
 
Role of social media in business communication
Role of social media in business communicationRole of social media in business communication
Role of social media in business communication
 
Online Brand Community Development
Online Brand Community DevelopmentOnline Brand Community Development
Online Brand Community Development
 
Breaking into social media marketing
Breaking into social media marketingBreaking into social media marketing
Breaking into social media marketing
 
Bridging the Social Digital Divide #Isummit 2013 Presentation
Bridging the Social Digital Divide #Isummit 2013 Presentation Bridging the Social Digital Divide #Isummit 2013 Presentation
Bridging the Social Digital Divide #Isummit 2013 Presentation
 
Power Point Using Social Media In Your Business
Power Point  Using Social Media In Your BusinessPower Point  Using Social Media In Your Business
Power Point Using Social Media In Your Business
 
7 Ingredients for Employee Social Media Advocacy
7 Ingredients for Employee Social Media Advocacy7 Ingredients for Employee Social Media Advocacy
7 Ingredients for Employee Social Media Advocacy
 
YOUR CUSTOMER HAS MOVED. DO YOU KNOW WHERE? #socialsell
YOUR CUSTOMER HAS MOVED. DO YOU KNOW WHERE? #socialsellYOUR CUSTOMER HAS MOVED. DO YOU KNOW WHERE? #socialsell
YOUR CUSTOMER HAS MOVED. DO YOU KNOW WHERE? #socialsell
 
Social Media Marketing Plan: SAMPLE
Social Media Marketing Plan: SAMPLESocial Media Marketing Plan: SAMPLE
Social Media Marketing Plan: SAMPLE
 
Social media presentation
Social media presentationSocial media presentation
Social media presentation
 
Perfect Storm Social Media And Affiliate Marketing
Perfect Storm  Social Media And Affiliate MarketingPerfect Storm  Social Media And Affiliate Marketing
Perfect Storm Social Media And Affiliate Marketing
 
15 step social media marketing strategy for businesses in 2021
15 step  social media marketing strategy for businesses in 202115 step  social media marketing strategy for businesses in 2021
15 step social media marketing strategy for businesses in 2021
 
Social media-strategy woolworths
Social media-strategy woolworthsSocial media-strategy woolworths
Social media-strategy woolworths
 
Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07
 
Social Media Marketing for entrepreneurs
Social Media Marketing for entrepreneursSocial Media Marketing for entrepreneurs
Social Media Marketing for entrepreneurs
 
Making Social Media Work
Making Social Media WorkMaking Social Media Work
Making Social Media Work
 

Viewers also liked

Social Media for Branding - Toastmasters
Social Media for Branding - ToastmastersSocial Media for Branding - Toastmasters
Social Media for Branding - Toastmasters
Shyam Varan Nath
 
Personal Branding In The Digital Age
Personal Branding In The Digital AgePersonal Branding In The Digital Age
Personal Branding In The Digital Age
Ramsey Mohsen
 
Social media (Toastmasters D 57)
Social media (Toastmasters D 57)Social media (Toastmasters D 57)
Social media (Toastmasters D 57)
Shyam Varan Nath
 
Personal Branding via social media
Personal Branding via social mediaPersonal Branding via social media
Personal Branding via social media
Sven Hubin
 
The Social Media Personal Branding Journey
The Social Media Personal Branding JourneyThe Social Media Personal Branding Journey
The Social Media Personal Branding Journey
Tony D'Onofrio
 
How to Leverage Social Media For Successful Marketing and Membership Recruitm...
How to Leverage Social Media For Successful Marketing and Membership Recruitm...How to Leverage Social Media For Successful Marketing and Membership Recruitm...
How to Leverage Social Media For Successful Marketing and Membership Recruitm...
PROPEL (formerly Human Workplaces)
 
Integrating Your Social Media to Build a Firm Personal Branding
Integrating Your Social Media to Build a Firm Personal BrandingIntegrating Your Social Media to Build a Firm Personal Branding
Integrating Your Social Media to Build a Firm Personal Branding
rahmi anissawaty
 
Personal branding dengan medsos
Personal branding dengan medsosPersonal branding dengan medsos
Personal branding dengan medsos
Basri Adhi
 
Social Media in Indonesia - Social Media for Social Good
Social Media in Indonesia - Social Media for Social GoodSocial Media in Indonesia - Social Media for Social Good
Social Media in Indonesia - Social Media for Social Good
Social Media Landscape in Indonesia
 
Branding In The Digital Age Finaldraft
Branding In The Digital Age FinaldraftBranding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
Hitesh Malhotra - Head of Marketing
 
7 Startup Metrics That You Must Track
7 Startup Metrics That You Must Track7 Startup Metrics That You Must Track
7 Startup Metrics That You Must Track
KPI Alerts
 
The Future Of Marketing And Advertising Aug 2009
The Future Of Marketing And Advertising Aug 2009The Future Of Marketing And Advertising Aug 2009
The Future Of Marketing And Advertising Aug 2009
jeannieodza
 
Link Building com auxilio das Mídias Sociais
Link Building com auxilio das Mídias SociaisLink Building com auxilio das Mídias Sociais
Link Building com auxilio das Mídias Sociais
Pablo Augusto
 
Is social media right for your nonprofit?
Is social media right for your nonprofit?Is social media right for your nonprofit?
Is social media right for your nonprofit?
JD Lasica
 
How to write effective news releases
How to write effective news releasesHow to write effective news releases
How to write effective news releases
Trish Freshwater
 
Why Social Media
Why Social MediaWhy Social Media
Why Social Media
Leslie Bradshaw
 
Digital First Structure JLMC
Digital First Structure JLMCDigital First Structure JLMC
Digital First Structure JLMC
Steve Buttry
 
Create impact with a social media strategy
Create impact with a social media strategyCreate impact with a social media strategy
Create impact with a social media strategy
JD Lasica
 
Keeping Pace with Recruitment Technology Trends - Fordyce Forum Presentation
Keeping Pace with Recruitment Technology Trends - Fordyce Forum PresentationKeeping Pace with Recruitment Technology Trends - Fordyce Forum Presentation
Keeping Pace with Recruitment Technology Trends - Fordyce Forum Presentation
Shannon Myers
 

Viewers also liked (20)

Social Media for Branding - Toastmasters
Social Media for Branding - ToastmastersSocial Media for Branding - Toastmasters
Social Media for Branding - Toastmasters
 
Personal Branding In The Digital Age
Personal Branding In The Digital AgePersonal Branding In The Digital Age
Personal Branding In The Digital Age
 
Social media (Toastmasters D 57)
Social media (Toastmasters D 57)Social media (Toastmasters D 57)
Social media (Toastmasters D 57)
 
Personal Branding via social media
Personal Branding via social mediaPersonal Branding via social media
Personal Branding via social media
 
The Social Media Personal Branding Journey
The Social Media Personal Branding JourneyThe Social Media Personal Branding Journey
The Social Media Personal Branding Journey
 
How to Leverage Social Media For Successful Marketing and Membership Recruitm...
How to Leverage Social Media For Successful Marketing and Membership Recruitm...How to Leverage Social Media For Successful Marketing and Membership Recruitm...
How to Leverage Social Media For Successful Marketing and Membership Recruitm...
 
Media sosial dan branding
Media sosial dan brandingMedia sosial dan branding
Media sosial dan branding
 
Integrating Your Social Media to Build a Firm Personal Branding
Integrating Your Social Media to Build a Firm Personal BrandingIntegrating Your Social Media to Build a Firm Personal Branding
Integrating Your Social Media to Build a Firm Personal Branding
 
Personal branding dengan medsos
Personal branding dengan medsosPersonal branding dengan medsos
Personal branding dengan medsos
 
Social Media in Indonesia - Social Media for Social Good
Social Media in Indonesia - Social Media for Social GoodSocial Media in Indonesia - Social Media for Social Good
Social Media in Indonesia - Social Media for Social Good
 
Branding In The Digital Age Finaldraft
Branding In The Digital Age FinaldraftBranding In The Digital Age Finaldraft
Branding In The Digital Age Finaldraft
 
7 Startup Metrics That You Must Track
7 Startup Metrics That You Must Track7 Startup Metrics That You Must Track
7 Startup Metrics That You Must Track
 
The Future Of Marketing And Advertising Aug 2009
The Future Of Marketing And Advertising Aug 2009The Future Of Marketing And Advertising Aug 2009
The Future Of Marketing And Advertising Aug 2009
 
Link Building com auxilio das Mídias Sociais
Link Building com auxilio das Mídias SociaisLink Building com auxilio das Mídias Sociais
Link Building com auxilio das Mídias Sociais
 
Is social media right for your nonprofit?
Is social media right for your nonprofit?Is social media right for your nonprofit?
Is social media right for your nonprofit?
 
How to write effective news releases
How to write effective news releasesHow to write effective news releases
How to write effective news releases
 
Why Social Media
Why Social MediaWhy Social Media
Why Social Media
 
Digital First Structure JLMC
Digital First Structure JLMCDigital First Structure JLMC
Digital First Structure JLMC
 
Create impact with a social media strategy
Create impact with a social media strategyCreate impact with a social media strategy
Create impact with a social media strategy
 
Keeping Pace with Recruitment Technology Trends - Fordyce Forum Presentation
Keeping Pace with Recruitment Technology Trends - Fordyce Forum PresentationKeeping Pace with Recruitment Technology Trends - Fordyce Forum Presentation
Keeping Pace with Recruitment Technology Trends - Fordyce Forum Presentation
 

Similar to Digital Branding and Social Media

Sprf2009 091007211153-phpapp02
Sprf2009 091007211153-phpapp02Sprf2009 091007211153-phpapp02
Sprf2009 091007211153-phpapp02
Stephen Darori
 
Enterprise Customer Relationship Management
Enterprise Customer Relationship ManagementEnterprise Customer Relationship Management
Enterprise Customer Relationship Management
ConvergeEnterprise
 
Intro to social media - YTA Peer Group Presentation
Intro to social media - YTA Peer Group PresentationIntro to social media - YTA Peer Group Presentation
Intro to social media - YTA Peer Group Presentation
Amplifi
 
Deluxe/Risdall Social Media Marketing Webinar Presentation
Deluxe/Risdall Social Media Marketing Webinar PresentationDeluxe/Risdall Social Media Marketing Webinar Presentation
Deluxe/Risdall Social Media Marketing Webinar Presentation
Deluxe Corporation
 
www.DirectorofSearch.com
www.DirectorofSearch.comwww.DirectorofSearch.com
www.DirectorofSearch.com
Henslee57
 
Communicating Through Social Media: Essential for RD's
Communicating Through Social Media: Essential for RD'sCommunicating Through Social Media: Essential for RD's
Communicating Through Social Media: Essential for RD's
ElisabethRD
 
How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010
How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010
How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010
Stephanie Simmons
 
101 pages of social media
101 pages of social media101 pages of social media
101 pages of social media
Robin Low
 
Integrated web marketing and Social media -explained
Integrated web marketing and Social media -explainedIntegrated web marketing and Social media -explained
Integrated web marketing and Social media -explained
Shanq Web
 
Facebook, Twitter & Online Communities
Facebook, Twitter & Online CommunitiesFacebook, Twitter & Online Communities
Facebook, Twitter & Online Communities
Juliann Grant
 
Beyond the Press Release: Bringing PR to Life with Social Media
Beyond the Press Release:  Bringing PR to Life with Social MediaBeyond the Press Release:  Bringing PR to Life with Social Media
Beyond the Press Release: Bringing PR to Life with Social Media
National Life Group
 
Social Media Facebook Business Page Marketing- Grow your Small Business
Social Media Facebook Business Page Marketing- Grow your Small BusinessSocial Media Facebook Business Page Marketing- Grow your Small Business
Social Media Facebook Business Page Marketing- Grow your Small Business
Maverick Mav
 
Social media marketing ii
Social media marketing iiSocial media marketing ii
Social media marketing ii
Abd El-Naby Marzouk
 
Social Media Marketing Seminar
Social Media Marketing SeminarSocial Media Marketing Seminar
Social Media Marketing Seminar
Web Mentors
 
Coffee Twalk Two: Communication Strategies
Coffee Twalk Two: Communication StrategiesCoffee Twalk Two: Communication Strategies
Coffee Twalk Two: Communication Strategies
Social Media and Digital Strategy Consulting
 
What the *tweet* is social media?
What the *tweet* is social media?What the *tweet* is social media?
What the *tweet* is social media?
toddlohenry.com
 
Sm2 Social Media Marketing
Sm2 Social Media MarketingSm2 Social Media Marketing
Sm2 Social Media Marketing
Techrigy
 
Media Mania: Grow Your Business with Facebook & Twitter
Media Mania: Grow Your Business with Facebook & TwitterMedia Mania: Grow Your Business with Facebook & Twitter
Media Mania: Grow Your Business with Facebook & Twitter
Burne Hill
 
What's Missing from Your Social Media Program? How to Create an Effective Soc...
What's Missing from Your Social Media Program? How to Create an Effective Soc...What's Missing from Your Social Media Program? How to Create an Effective Soc...
What's Missing from Your Social Media Program? How to Create an Effective Soc...
Scott Schablow
 
7 Social Media Secrets
7 Social Media Secrets7 Social Media Secrets
7 Social Media Secrets
iStrategy
 

Similar to Digital Branding and Social Media (20)

Sprf2009 091007211153-phpapp02
Sprf2009 091007211153-phpapp02Sprf2009 091007211153-phpapp02
Sprf2009 091007211153-phpapp02
 
Enterprise Customer Relationship Management
Enterprise Customer Relationship ManagementEnterprise Customer Relationship Management
Enterprise Customer Relationship Management
 
Intro to social media - YTA Peer Group Presentation
Intro to social media - YTA Peer Group PresentationIntro to social media - YTA Peer Group Presentation
Intro to social media - YTA Peer Group Presentation
 
Deluxe/Risdall Social Media Marketing Webinar Presentation
Deluxe/Risdall Social Media Marketing Webinar PresentationDeluxe/Risdall Social Media Marketing Webinar Presentation
Deluxe/Risdall Social Media Marketing Webinar Presentation
 
www.DirectorofSearch.com
www.DirectorofSearch.comwww.DirectorofSearch.com
www.DirectorofSearch.com
 
Communicating Through Social Media: Essential for RD's
Communicating Through Social Media: Essential for RD'sCommunicating Through Social Media: Essential for RD's
Communicating Through Social Media: Essential for RD's
 
How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010
How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010
How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010
 
101 pages of social media
101 pages of social media101 pages of social media
101 pages of social media
 
Integrated web marketing and Social media -explained
Integrated web marketing and Social media -explainedIntegrated web marketing and Social media -explained
Integrated web marketing and Social media -explained
 
Facebook, Twitter & Online Communities
Facebook, Twitter & Online CommunitiesFacebook, Twitter & Online Communities
Facebook, Twitter & Online Communities
 
Beyond the Press Release: Bringing PR to Life with Social Media
Beyond the Press Release:  Bringing PR to Life with Social MediaBeyond the Press Release:  Bringing PR to Life with Social Media
Beyond the Press Release: Bringing PR to Life with Social Media
 
Social Media Facebook Business Page Marketing- Grow your Small Business
Social Media Facebook Business Page Marketing- Grow your Small BusinessSocial Media Facebook Business Page Marketing- Grow your Small Business
Social Media Facebook Business Page Marketing- Grow your Small Business
 
Social media marketing ii
Social media marketing iiSocial media marketing ii
Social media marketing ii
 
Social Media Marketing Seminar
Social Media Marketing SeminarSocial Media Marketing Seminar
Social Media Marketing Seminar
 
Coffee Twalk Two: Communication Strategies
Coffee Twalk Two: Communication StrategiesCoffee Twalk Two: Communication Strategies
Coffee Twalk Two: Communication Strategies
 
What the *tweet* is social media?
What the *tweet* is social media?What the *tweet* is social media?
What the *tweet* is social media?
 
Sm2 Social Media Marketing
Sm2 Social Media MarketingSm2 Social Media Marketing
Sm2 Social Media Marketing
 
Media Mania: Grow Your Business with Facebook & Twitter
Media Mania: Grow Your Business with Facebook & TwitterMedia Mania: Grow Your Business with Facebook & Twitter
Media Mania: Grow Your Business with Facebook & Twitter
 
What's Missing from Your Social Media Program? How to Create an Effective Soc...
What's Missing from Your Social Media Program? How to Create an Effective Soc...What's Missing from Your Social Media Program? How to Create an Effective Soc...
What's Missing from Your Social Media Program? How to Create an Effective Soc...
 
7 Social Media Secrets
7 Social Media Secrets7 Social Media Secrets
7 Social Media Secrets
 

More from Olivier Blanchard

Fusionmex lecture #103
Fusionmex lecture #103Fusionmex lecture #103
Fusionmex lecture #103
Olivier Blanchard
 
Principles of a Social Business Intro 7DEE
Principles of a Social Business Intro 7DEE Principles of a Social Business Intro 7DEE
Principles of a Social Business Intro 7DEE
Olivier Blanchard
 
Community Management for Business: A primer
Community Management for Business: A primerCommunity Management for Business: A primer
Community Management for Business: A primer
Olivier Blanchard
 
PRCG 2011 - Charleston, SC
PRCG 2011 - Charleston, SCPRCG 2011 - Charleston, SC
PRCG 2011 - Charleston, SC
Olivier Blanchard
 
Buzz 2010 presentation
Buzz 2010 presentationBuzz 2010 presentation
Buzz 2010 presentation
Olivier Blanchard
 
Like Minds 2010 Social Media Operationalization Presentation
Like Minds 2010 Social Media Operationalization PresentationLike Minds 2010 Social Media Operationalization Presentation
Like Minds 2010 Social Media Operationalization Presentation
Olivier Blanchard
 
Olivier Blanchard Basics Of Social Media Roi
Olivier Blanchard   Basics Of Social Media RoiOlivier Blanchard   Basics Of Social Media Roi
Olivier Blanchard Basics Of Social Media Roi
Olivier Blanchard
 
What Social Media ROI doesn't mean - PechaKucha
What Social Media ROI doesn't mean - PechaKuchaWhat Social Media ROI doesn't mean - PechaKucha
What Social Media ROI doesn't mean - PechaKucha
Olivier Blanchard
 

More from Olivier Blanchard (8)

Fusionmex lecture #103
Fusionmex lecture #103Fusionmex lecture #103
Fusionmex lecture #103
 
Principles of a Social Business Intro 7DEE
Principles of a Social Business Intro 7DEE Principles of a Social Business Intro 7DEE
Principles of a Social Business Intro 7DEE
 
Community Management for Business: A primer
Community Management for Business: A primerCommunity Management for Business: A primer
Community Management for Business: A primer
 
PRCG 2011 - Charleston, SC
PRCG 2011 - Charleston, SCPRCG 2011 - Charleston, SC
PRCG 2011 - Charleston, SC
 
Buzz 2010 presentation
Buzz 2010 presentationBuzz 2010 presentation
Buzz 2010 presentation
 
Like Minds 2010 Social Media Operationalization Presentation
Like Minds 2010 Social Media Operationalization PresentationLike Minds 2010 Social Media Operationalization Presentation
Like Minds 2010 Social Media Operationalization Presentation
 
Olivier Blanchard Basics Of Social Media Roi
Olivier Blanchard   Basics Of Social Media RoiOlivier Blanchard   Basics Of Social Media Roi
Olivier Blanchard Basics Of Social Media Roi
 
What Social Media ROI doesn't mean - PechaKucha
What Social Media ROI doesn't mean - PechaKuchaWhat Social Media ROI doesn't mean - PechaKucha
What Social Media ROI doesn't mean - PechaKucha
 

Recently uploaded

Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
Divyanshu56740
 
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
kevinkariuki227
 
MEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final PresentationMEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final Presentation
PhysicsUtu
 
Data Analytics and AI Strategy Toolkit, Playbook and Templates
Data Analytics and AI Strategy Toolkit, Playbook and TemplatesData Analytics and AI Strategy Toolkit, Playbook and Templates
Data Analytics and AI Strategy Toolkit, Playbook and Templates
Aurelien Domont, MBA
 
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological StyleZodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
my Pandit
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
rihabkorbi24
 
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdfUnveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
Xtreame HDTV
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
zoyaws1
 
Connected Small Boat Protection Solution | July 2024
Connected Small Boat Protection Solution | July  2024Connected Small Boat Protection Solution | July  2024
Connected Small Boat Protection Solution | July 2024
Hector Del Castillo, CPM, CPMM
 
1234567891011121314151617181920212223242
12345678910111213141516171819202122232421234567891011121314151617181920212223242
1234567891011121314151617181920212223242
fauzanal343
 
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital Banking
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital  BankingCheslyn Jacobs- TymeBank: Building Consumer Trust in Digital  Banking
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital Banking
itnewsafrica
 
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
kevinkariuki227
 
Mandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your roleMandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your role
khidalgo2
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdfBBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
mcdopex6
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
Top IT Marketing
 
STEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publicationsSTEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publications
mcynthus
 
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصريشركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
إبراهيم العرجاني
 
Green Minimalist Aesthetic Project Proposal Presentation.pdf
Green Minimalist Aesthetic Project Proposal Presentation.pdfGreen Minimalist Aesthetic Project Proposal Presentation.pdf
Green Minimalist Aesthetic Project Proposal Presentation.pdf
shivamkush646
 
Retail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slidesRetail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slides
JairSemexant
 

Recently uploaded (20)

Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
 
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
 
MEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final PresentationMEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final Presentation
 
Data Analytics and AI Strategy Toolkit, Playbook and Templates
Data Analytics and AI Strategy Toolkit, Playbook and TemplatesData Analytics and AI Strategy Toolkit, Playbook and Templates
Data Analytics and AI Strategy Toolkit, Playbook and Templates
 
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological StyleZodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
 
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdfUnveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
 
Connected Small Boat Protection Solution | July 2024
Connected Small Boat Protection Solution | July  2024Connected Small Boat Protection Solution | July  2024
Connected Small Boat Protection Solution | July 2024
 
1234567891011121314151617181920212223242
12345678910111213141516171819202122232421234567891011121314151617181920212223242
1234567891011121314151617181920212223242
 
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital Banking
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital  BankingCheslyn Jacobs- TymeBank: Building Consumer Trust in Digital  Banking
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital Banking
 
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
 
Mandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your roleMandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your role
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
 
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdfBBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
 
STEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publicationsSTEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publications
 
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصريشركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
 
Green Minimalist Aesthetic Project Proposal Presentation.pdf
Green Minimalist Aesthetic Project Proposal Presentation.pdfGreen Minimalist Aesthetic Project Proposal Presentation.pdf
Green Minimalist Aesthetic Project Proposal Presentation.pdf
 
Retail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slidesRetail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slides
 

Digital Branding and Social Media

  • 1. Building A Better BrandFall 2009#sprf095 October 2009Tunica, MSOlivier Blanchard@thebrandbuilder
  • 2. IOlivier A. BlanchardPart of what I do consists of helping companiesdevelop, integrate, manage and measure social media programs.Social Media and communicationscan’t be divorced from brand management.@thebrandbuilderwww.thebrandbuilder.wordpress.comwww.thebrandbuildermarketing.comwww.smroi.net
  • 4. About Social media - First things first:
  • 5. What this really is: People talking with people.
  • 6. (Which is nothing new, really.)
  • 11. How does this fit in with traditional marketing?Command and Control ModelMessaging & BrandingAdvertisingPRThe PublicMarketingWebeventsYou are here
  • 12. FACT: People no longer trust advertisingand traditional corporate channels.
  • 13. Some Nielsen Statistics on consumer trust:Online banner ads: 28%E-mail (opt-in): 48%Television, magazines, radio: 55%Newspapers: 66%Recommendations from consumers: 78%Word-of-Mouth: 62%-93% (Depending on the country)
  • 14. New Technologies have given people the power totune out messaging and marketing…… and tune into relevance and dialogue.
  • 15. Traditional marketing has been interrupted.
  • 16. Invasion of the micro-channels.
  • 17. The web no longer belongs to marketers.
  • 18. People are again turning to each other…Because they can.
  • 19. Blogs
  • 20. The Emergence of New MediaBlogs are now read by 24% of adult Internet users, up from 13% in 2006Social networks are now used by 26% of adult Internet users, up from 17% in 2006Mobile platform users will double by 2013 in the USTxt + SMS (including Twitter SMS) already > voice.Source: mashable
  • 21. 200 Million users+ worldwide100 Million users log in dailyThe average user has 120 friends (WOM)Daily, 4 million users become fans of a page30 Million + users access FB via mobileAverage stay on site is over 13 minutes185 Million UsersPrimary age demo: 14-34Still the top social app. For youth.Average stay on site is over 10 minutes11%+ of adults online now use Twitter 12+ million users worldwideTwitter Search may threaten GoogleMore and more online conversations now occur hereEvents and websites are discovered here“Twitter is Word-of-Mouth on steroids.” - @GaryVeeBlogs
  • 22. BLOGS133+ Million worldwide (50% are here)25% of internet users read blogs daily (up from 13% in 2006)Brands without blogs are losing tractionNo blog/dynamic content = weak SEOFastest growing demo: Women 24-55
  • 24. 85M Visitors in August9% MoM Growth
  • 25. 8.9 billion YouTube videos viewed in July.Downloaded by 120.3 Million US viewers (That’s 1/3 of the US population.)Total videos viewed on the web in July: 21 BillionSource: Comscore
  • 26. Your customers = a vibrant community.
  • 28. And they’re doing their own thing.
  • 31. They choose when to hang out with you.
  • 32. Social Media can help organizationsconnect with existing communitiesAnd create new ones.
  • 33. Ways in which Social Media can help your business:SalesNet New Customers, Increased Frequency of Transactions, promo exposureIncreased yield (average $ value per transaction), and product penetrationCustomer SupportImmediate feedback and response, positive impact in public forum, cost reductionHuman ResourcesMore effective recruiting, online monitoring of employee behavior (risk management)Public RelationsOnline Reputation Management, improved brand image via Social WebCustomer LoyaltyIncreased interactions, better quality of interactions, deeper relationship with brand,Increased trust in brand, increased mindshare of brand, greater values alignmentBusiness Intelligence
  • 34. You are no longer in the business of creating value.You are in the business of creating importance.
  • 35. People don’t get their coffee from Starbucks because of “value”.People get their coffee from Starbucks because getting their coffee from Starbucks is important to them.Pride.Image.Exclusivity.Passion.Uniqueness of Quality.Sharing in a common passion.
  • 36. Plant your flag. Stand for something. Stand out.
  • 37. But don’t forget to listen.
  • 38. Tip 1: Vertical Vs. Lateral Engagement
  • 39. By the way...There are 2 forces at work in Social Media:Vertical EngagementAndLateral EngagementThis is important.
  • 40. Vertical Engagement= Brand + Customer.(This is not a monologue)Great Experiences & Brand Loyalty.
  • 41. Lateral Engagement = customer + customerValidation and Scale.
  • 42. How does this fit in with traditional marketing?Command and Control ModelMessaging & BrandingAdvertisingPRThe PublicMarketingWebeventsLateralVertical
  • 43. People share things they love.Twitter, YouTube and FacebookAre word-of-mouth on steroids.
  • 44. “The community closes the sale.”- Porter Gale (@virginamerica)Virgin America invests in the good will of customers, simply by publicly acknowledging and supporting them in the same channels where they’re communicating.
  • 45. Tip 2: The mechanics of Engagement
  • 46. How does this all fit into your existing web strategy?ManagementwebsitevideoNewsInfoStoriesActionBlog
  • 47. Engagement tip: Know your toolshttp://twitterface.com
  • 48. Today’s recommendation: TwitterfaceCreating a Twitterface page promotes awareness and engagement.
  • 50. Outbound Thinking: Seeding channels“Reaching out” basically means planting seeds.Think of reaching out as spreading your content.This is basic distribution across various channels. Your website
  • 51. Outbound Thinking: Spreading ContentWrite a blog postShare it on Facebook and TwitterCreate an eventOn FacebookShare it on your blog and TwitterCreate a #chat on TwitterShare it on your blog and FaceBook
  • 52. Outbound Thinking: Spreading Contenthttp://digg.com
  • 53. Outbound Thinking: Spreading Contenthttp://stumbleupon.com
  • 55. Tip 3: Listening & Monitoring
  • 56. Do you really know how to listen?
  • 57. How do you manage your brand in 2009?www.radian6.com
  • 58. Keyword & Mention Management Dashboardswww.radian6.com
  • 61. Create Listening Posts OnlineBlogsBRAND
  • 62. Listening & Monitoring platforms/toolshttp://www.socialmention.com/http://techrigy.com/http://www.twitscoop.com/http://www.peoplebrowsr.com/http://www.radian6.com/cms/homehttp://twitterface.comhttp://pipes.yahoo.com/pipes/http://www.netvibes.com
  • 63. Tip 4: Responding (Yes, you’re on 24/7/365 now.)
  • 64. Responding to the publicResponding to your audience comes in 2 forms:Conversational Responses (chat)Informational Responses (link)Either way, never argue, always be helpful, don’t Ever become defensive.Your website
  • 65. Responding to the publicEngagementPR
  • 68. TweetDeck allows you to create follower categories
  • 70. Crisis ManagementHave a crisis/response plan.Make sure everyone knows the plan. Write it out. Keep it in an obvious place.Train and drill the plan.Let the press release or official statement guide your responses.Link to the official statement on Facebook, Twitter, the blog, etc.Monitor Social Media for mentions of the incident.Be prepared to respond or answer questions on Twitter and Facebook.Do not argue with detractors. Calmly state the facts. Be Zen.Be honest and transparent. Social Media dwellers smell BS a mile away. A swift, kind, honest discussion on Twitter can turn a disaster into a mere scrape. Relax and don’t take attacks personally.
  • 71. Tip 5: How to manage a Brand on Twitterhttp://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
  • 72. Brand Management on TwitterFace are personable, but lack context
  • 73. Brand Management on TwitterLogos are clear, but impersonal
  • 74. Brand Management on TwitterCombining faces + logos = humanity + context
  • 75. Brand Management on TwitterThe 1-800 number.The lobby.What people search forhttp://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
  • 76. Brand Management on Twitterhttp://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
  • 77. Brand Management on Twitterhttp://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
  • 78. Brand Management on Twitterhttp://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
  • 79. Some thoughts about ROI and measurementMeasurement & Accountability
  • 82. THE R.O.I. EQUATION(GAIN FROM INVESTMENT - COST OF INVESTMENT)ROI =COST OF INVESTMENT
  • 83. Non-financial impact is not ROI (yet).
  • 84. Types of non-financial impactCustomer complaintsWebsite VisitorsImpressionsPositive pressClick-throughsYouTube viewsRetweetsCoupons distributedVisitors to a brick & mortar storePositive WOMDelivered emailsNegative pressNegative WOMEmployment applicationsBlog commentsFaceBook friendsSocial mentionTwitter followers
  • 85. ROI = actualized potential.
  • 86. Non-Financial Measurement & AccountabilitySet GoalsSet StandardsSet MilestonesPick the right measurement tools for the jobExamples of free tools:Track website visitsMonitor visitor behaviorTrack the growth of your Twitter AccountMonitor your Twitter statsTrack online mentionsCompare mentionshttp://www.google.com/analytics/http://twittercounter.com/pages/dashboard_infohttp://www.blogpulse.com/trendTrack video downloadsTrack video embedsTrack traffic from SM outposts to your websiteTrack FB & LinkedIn group membersTrack blog visitors & commentsTrack offline numbers and results
  • 90. Join your community. blogs, facebook, twitter, events, groups forums, fund raisers, media. Reconnect with your audience. Partner with them more.2. Take a leadership role. blog, facebook group, twitter, events, lectures, media relations, branding. Inspire. Become important again.3. Be easy to find. “search”/ SEO, broad digital footprint. Always be where your audience is.4. Inspire passion. What you do is important. What you do matters.
  • 91. Ask away.Olivier Blanchard864.630.7398www.thebrandbuildermarketing.com@thebrandbuilder(on Twitter)