Humanizing your brand in the digital age - PRecious Communications, Indonesia, 12-2013
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Branding is first and foremost about gaining trust The cultural dilemma: Do we all have split personalities? Technology vs the social dimension 'Going viral' might be dangerous Managing your (social) media identity trends, tips and tricks for your digital survival
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Humanizing your brand in the digital age - PRecious Communications, Indonesia, 12-2013
- 1. HUMANIZING YOUR BRAND IN THE DIGITAL AGE Lars Voedisch Principal Consultant lars@preciouscomms.com © 2013 by Precious Communica5ons 1
- 2. Let’s Take A Journey Together Brand percep5ons are shiGing as you read. Customers are demanding a more human approach to communica5on. Social media requires your a>en5on 24/7. The media landscape is fast changing and eroding. WHERE ARE YOU? © 2013 by Precious Communica5ons 2
- 3. 1 in 4 million! © 2013 by Precious Communica5ons
- 5. 5! © 2013 by Precious Communica5ons
- 9. 2000! © 2013 by Precious Communica5ons
- 10. brand messages/ day! 10 years ago! © 2013 by Precious Communica5ons
- 11. 4,000! © 2013 by Precious Communica5ons
- 12. brand messages/ day! today! © 2013 by Precious Communica5ons
- 13. The Paid / Owned / Earned Ecosystem 11%! 32%! 13%! 45%! Source: Paid Owned Earned – Nick Burcher © 2013 by Precious Communica5ons 13
- 14. 600,000! © 2013 by Precious Communica5ons
- 16. 6,000,000,000! © 2013 by Precious Communica5ons
- 19. 20,000,000,000! © 2013 by Precious Communica5ons
- 20. Infinity! © 2013 by Precious Communica5ons
- 21. • Connects people, and gets people engaged and interested. • Brings real personality to what it is you do. • Brings your business alive. What is essential to know?! What! How! How can one benefit from your story (or product)! Why! Why should people care?! © 2013 by Precious Communica5ons
- 22. You can not NOT communicate • What is your brand promise? • Do you have a personality? • How do you earn trust? Branding is first and foremost about gaining trust. © 2013 by Precious Communica5ons 22
- 23. ! Knowing your customers, understanding trends! Consumer habits and behaviour! Demographics! Expectations! Social media and the social dimension! TECHNOLOGY VS THE SOCIAL DIMENSION © 2013 by Precious Communica5ons 23
- 24. © 2013 by Precious Communica5ons Source: What happens on the Internet every 60 seconds - Rosa Golijan! 24
- 25. © 2013 by Precious Communica5ons Source: What happens on the Internet every 60 seconds - Rosa Golijan! 25
- 26. The BIG Cultural Dilemma • Be (Seen) Innova&ve – But Please Don’t Take Any Risk, Use Only Proven Methods © 2013 by Precious Communica5ons 26
- 27. Online Engagement? Customers are very demanding! [Brands] have to surprise me, not only meet my needs, but an<cipate my needs. By using social media exclusively, I think the company has to answer me whenever I have a ques<on, enlighten me whenever I complain, and thank me whenever I compliment them. Source: The Language of Love in Social Media - Firefly Millward© 2013 by Precious Communica5ons Brown! 27
- 28. The BIG Cultural Dilemma #2 • From natural respect to suspicion • Are you approachable? • Why would people want to connect with you? BIG Brand © 2013 by Precious Communica5ons © 2012 by PRecious Communica5ons 28
- 29. What are people saying? 11%! 32%! 13%! 45%! Source: Digital Life 2011 - TNS © 2013 by Precious Communica5ons 29
- 30. What are people saying? 9%! 33%! 19%! 40%! Source: Digital Life 2011 - TNS © 2013 by Precious Communica5ons 30
- 31. How to Humanize Your Brand 1. Think Like a Social Network! • Facebook: “We don’t draw a distinction between your mom and a bar of soap”! 2. Start With Staff! • Your employees are the most authentic expression of your brand! 3. Create Access! 11%! • TaylorMade. “We are, first and foremost, golfers”! 4. Treat Customers as Partners! • Levi’s co-creating content, even products,! 32%! 13%! 5. Reach Out To Key Individuals! • Ford’s CEO calling influential SMB owner! 6. Own Your Mistakes! 7. Put Your Fans to Work! • Cisco’s Networking Academy giving fans moderator privileges! 8. Be Open to Debate! • Eloqua openly asking online community ! 45%! 9. Be Present! • Don’t break the promise of engagement! Source: 10 Ways to Humanize Your Brand On Social Media 2013 by Precious Communica5ons © - Mashable © 2012 by PRecious Communica5ons 31
- 32. What are the pitfalls to avoid! What works on Social Media! THE GOOD, THE BAD AND THE UGLY OF SOCIAL MEDIA © 2013 by Precious Communica5ons 32
- 33. Prac5cally useful, surprising, and interes5ng Content that inspires high-‐energy emo5ons far more likely to be shared. More likely to be shared! © 2013 by Precious Communica5ons
- 34. Content with an emo5onal tone Fame of the author Slightly more important than content! Humour • • ! ! 62% of ads being aired by Fortune 500 companies, 60% of viral ads were being generated by the smaller companies. “Humour was employed at near unanimous levels for all viral adver5sements. Consequently, this study iden5fied humour as the universal appeal for making content viral.” © 2013 by Precious Communica5ons
- 35. Content with an emo5onal tone Fame of the author • Slightly more important than content! Humour or Ridicule! • 62% of ads being aired by Fortune 500 companies, 60% of viral ads were being generated by the smaller companies. • “Humour was employed at near unanimous levels for all viral adver5sements. Consequently, this study iden5fied humour as the universal appeal for making content viral.” © 2013 by Precious Communica5ons
- 36. Content with an emo5onal tone • • Fame of the author • Slightly more important than content! or Ridicule! 62% of ads being aired by Fortune 500 companies, 60% of viral ads were being generated by the smaller companies. Humour “Humour was employed at near unanimous levels for all viral adver5sements. Consequently, this study iden5fied humour as the universal appeal for making content viral.” © 2013 by Precious Communica5ons
- 39. SRll… it might actually work Just that you would have higher odds in playing the loTery! © 2013 by Precious Communica5ons
- 40. Connecting to your audiences through social media! Community management as a skill set! Why content rules and what you should do about it! Finding your personality: Tone, Voice, Behaviour! MANAGING YOUR (SOCIAL) MEDIA IDENTITY © 2013 by Precious Communica5ons 40
- 41. What is a community? Groups of people who… • share a common passion, interest or objec5ve • come together to learn from each other • want to do something together • … An interacRve group of people joined together by a common topic or interest © 2013 by Precious Communica5ons 41
- 42. So why would people want to join a band community? What are real people’s real intenRons? • Nike – or the love for sports • ClubMed – or travel • Harley Davidson – or freedom © 2013 by Precious Communica5ons 42
- 43. So why would people want to join a band community? Reasons people join brand communiRes • Exclusive content • Discounts • Updates © 2013 by Precious Communica5ons 43
- 44. How To Choose The Right IdenRty? What tone do you like to read on Facebook or TwiTer? WiTy? Edgy? Angry? Why would you join – or not? • Always be helpful, humble and friendly. • Be wary of the metaphors and imagery you or your writer use – they say a lot about your business. Don’t forget: In Social Media you want to connect people with people! © 013 by Source: How To Choose The Tone For Your Content – Social Media 2MagicPrecious Communica5ons 44
- 45. What Is Your Social Media Personality? What Social Media Tone Is Best for Your Business? • Baby food: Use an educaRonal tone in your social media so customers can make informed decisions • Meaningful gi?s: Invoke a humble, empatheRc and enlightening tone that keeps the brand linked to inspira5on • Bags: By injec5ng a youthful, personable, upbeat and feminine tone in your social media, you could invite young customers across to indulge in your products • Cookies: A playful and inviRng tone works best at alluring customers to indulge in childhood comfort foods • Designer products: Employ a serious and curious tone in its social media Source: What Social Media Tone Is Best for Your Business – Fox © 2013 by Precious Communica5ons Business 45
- 46. What Is Your Social Media Personality? What Social Media Tone Is Best for Your Business? • Baby food: Use an educaRonal tone in your social media so customers can make informed decisions • Meaningful gi?s: Invoke a humble, empatheRc and enlightening tone that keeps the brand linked to inspira5on • Bags: By injec5ng a youthful, personable, upbeat and feminine tone in your social media, you could invite young customers across to indulge in your products • Cookies: A playful and inviRng tone works best at alluring customers to indulge in childhood comfort foods • Designer products: Employ a serious and curious tone in its social media Source: What Social Media Tone Is Best for Your Business – Fox © 2013 by Precious Communica5ons Business 46
- 47. Social Media to be leveraged across a company: Different funcRons, uses and values Source: Socialize your organization – Richard Binhammer / Dell © 2013 by Precious Communica5ons 47
- 48. How to differentiate your brands while safeguarding your reputation! TRENDS, TIPS AND TRICKS FOR YOUR DIGITAL SURVIVAL © 2013 by Precious Communica5ons 48
- 49. Future-‐Proofing Social Media & Public RelaRons Who do YOU want to be? Critical Analytical Skills Gamblers Winners Strategic Business Orientation Vanity Publishing Ostriches Bluffers No Analytical Skills © 2013 by Precious Communica5ons 49
- 50. Rules of Engagement – Things to Consider Get your processes right • Monitor • Analyze • Discover • Engage / Respond What you need: • A PLAN & Resources! • Scenario planning & Reac5on Plans • Guidelines There is no one-‐size-‐fits-‐all People Processes Policies • Be>er start small than not at all • Form a team • Have fun! © 2013 by Precious Communica5ons 50
- 51. 6 SOCIAL MEDIA RESOLUTIONS YOUR BUSINESS SHOULD KEEP IN 2013 • Learn to Filter – Categorize contacts and make use of lists, groups, circles, and communi5es to keep your connec5ons relevant and compartmentalised • Set ObjecRves – Set goals, for the number of new leads, enquiries, opportuni5es, or even the amount of new business you will generate via your social channels • Tribe Up! – Explore your current and target communi5es, to really get involved in • Carrot Beats SRck Every Time – Provide quality content, and have strong calls to ac5on throughout your marke5ng funnel • Content is Emperor – Think about, and map out every output from social update to blog post, to eBook, to landing page, to email newsle>er, to sales script, and beyond • Without Measurement You Are Nothing – Get familiar with Facebook Insights, Clickthrough Analy5cs (start with Bit.ly or Hootsuite’s Ow.ly), and Google Analy5cs. Source: http://influenceagents.com/6-social-media-resolutions-business-2013 ! © 2013 by Precious Communica5ons 51
- 52. ‘Classic’ Case Study: Domino’s YouTube Experience • Domino’s Pizza Chain discovered the power of viral marke5ng last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then puqng it into sandwiches. • The video went popular on YouTube (over 1 million views), and Twi>er lit up with disgusted customer complaints. • Domino’s apologized and put its own President on YouTube, started a Twi>er response site; • S5ll: In just a few days, Domino’s reputa5on was damaged. © 2013 by Precious Communica5ons 52
- 53. ‘Classic’ Case Study: Domino’s YouTube Experience © 2013 by Precious Communica5ons 53
- 54. ‘Classic’ Case Study: Domino’s YouTube Experience • Domino’s Pizza Chain discovered the power of viral marke5ng last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then puqng it into sandwiches. • • • Who in YOUR organizaRon would YouTube (over outube? The video went popular on go on Y1 million views), and Twi>er lit up with disgusted customer complaints. President on YouTube, started a Domino’s apologized and put its own Twi>er response site; What to wear? S5ll: In just a few days, Domino’s reputa5on was damaged. What to say? Who to talk to? Are you ready? Nobody will wait for you…! © 2013 by Precious Communica5ons 54
- 55. @larsv! Lars Voedisch Communications Strategist lars@preciouscomms.com! © 2013 by Precious Communica5ons 55
- 56. About Us… • Independent, bou5que communica5ons consultancy • Based out of Singapore, at home in Asia and Europe • Globally connected via affilia5on with +65-3151 4760 ! connect@preciouscomms.com! ! ! larsvoed! Facebook.com/PReciousComms! ! ! 3 Church Street! #16-06 Samsung Hub! Singapore 049483! Twitter.com/PReciousComms! ! © 2013 by Precious Communica5ons 56
- 57. PRecious Partners Some of the brands PRecious Communica5ons and our consultants have worked with © 2013 by Precious Communica5ons
- 58. HUMANIZING YOUR BRAND IN THE DIGITAL AGE Lars Voedisch Principal Consultant lars@preciouscomms.com © 2013 by Precious Communica5ons 58