Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
Brand voice is something any organization doing marketing communications has–but might not actively manage it.
It's a mix of overall brand voice and how tone is nuanced in different situations.
This helpful guide defines what brand voice and tone are, and provides easy-to-do steps to developing the brand voice for your brand.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
If you want to fail, assume there is an audienceHonza Marcinek
Presentation takes a deliberately provocative stance and is a personal view – there is after all, no official ‘philosophy’ about anything at Wieden+Kennedy – but it is my belief that our task as communicators is not merely nurturing enthusiasm, but overcoming indifference. For most people don’t care that much about our output. Brands and their communications just don’t matter that much to most people.
I thought it was only fair to share my own Brand Book with the world since I show off many of my clients'. I'm a psychology-driven brand strategist who helps entrepreneurs uncover their greatest truths and strengths to build their brands.
Big Digital Umbrella's 12 do's and don'ts of luxury digital marketingJerome Pineau
Marketing and digital strategy for luxury brands has little in common with traditional marketing. Learn some of the key points to remembers with 12 do and don't tips of luxury digital marketing from your friends at Big Digital Umbrella, a marketing and digital strategy consulting firm focused on high-tech and luxury brand clients.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
Brand voice is something any organization doing marketing communications has–but might not actively manage it.
It's a mix of overall brand voice and how tone is nuanced in different situations.
This helpful guide defines what brand voice and tone are, and provides easy-to-do steps to developing the brand voice for your brand.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
If you want to fail, assume there is an audienceHonza Marcinek
Presentation takes a deliberately provocative stance and is a personal view – there is after all, no official ‘philosophy’ about anything at Wieden+Kennedy – but it is my belief that our task as communicators is not merely nurturing enthusiasm, but overcoming indifference. For most people don’t care that much about our output. Brands and their communications just don’t matter that much to most people.
I thought it was only fair to share my own Brand Book with the world since I show off many of my clients'. I'm a psychology-driven brand strategist who helps entrepreneurs uncover their greatest truths and strengths to build their brands.
Big Digital Umbrella's 12 do's and don'ts of luxury digital marketingJerome Pineau
Marketing and digital strategy for luxury brands has little in common with traditional marketing. Learn some of the key points to remembers with 12 do and don't tips of luxury digital marketing from your friends at Big Digital Umbrella, a marketing and digital strategy consulting firm focused on high-tech and luxury brand clients.
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Building a Predictable Pipeline of Sales: A Demand Generation Plan How-ToStephanie Ristow
With often-competing priorities, building a marketing plan that is understood, valued, and approved by both executive leadership and sales is tougher than it looks. This session will provide a step by step how-to on building the elements for an effective, strategic demand generation plan that paves the way for a predictable pipeline of sales. You’ll walk away from this session with a fully-outlined demand generation plan that will impress executive leadership and get your sales team pumped about marketing.
After this session, you’ll be able to:
-Build a demand generation plan that meets marketing and sales needs
-Define your stage-level objectives
-Map messaging to persona and stage-based segmentation
-Define pipeline-based goals shared by sales and marketing
-Establish programs directly related to pipeline objectives
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Presentation to the Brisbane Content Strategy meetup.
Meetup description: The language that we choose and the style in which we write can shape our customer's perception of our products and services. It can build trust, create rapport, and set us apart from our competitors. But how do you define voice? And, what about tone? In this meetup, I am going to show you a number of ways you can identify and document your brand's voice and tone. I'll explain the difference between voice and tone, take you through some practical workshop exercises you can run with your team or stakeholders, and provide you with examples of tools to communicate it to your content writers.
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
The latest data for internet, social media, and mobile use around the world in Q3 2017. For other reports in We Are Social & Hootsuite's ongoing Global Digital series, see https://www.slideshare.net/wearesocialsg/presentations
A snapshot of internet, social media, and mobile use in every country in the world. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Building a Predictable Pipeline of Sales: A Demand Generation Plan How-ToStephanie Ristow
With often-competing priorities, building a marketing plan that is understood, valued, and approved by both executive leadership and sales is tougher than it looks. This session will provide a step by step how-to on building the elements for an effective, strategic demand generation plan that paves the way for a predictable pipeline of sales. You’ll walk away from this session with a fully-outlined demand generation plan that will impress executive leadership and get your sales team pumped about marketing.
After this session, you’ll be able to:
-Build a demand generation plan that meets marketing and sales needs
-Define your stage-level objectives
-Map messaging to persona and stage-based segmentation
-Define pipeline-based goals shared by sales and marketing
-Establish programs directly related to pipeline objectives
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Presentation to the Brisbane Content Strategy meetup.
Meetup description: The language that we choose and the style in which we write can shape our customer's perception of our products and services. It can build trust, create rapport, and set us apart from our competitors. But how do you define voice? And, what about tone? In this meetup, I am going to show you a number of ways you can identify and document your brand's voice and tone. I'll explain the difference between voice and tone, take you through some practical workshop exercises you can run with your team or stakeholders, and provide you with examples of tools to communicate it to your content writers.
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
The latest data for internet, social media, and mobile use around the world in Q3 2017. For other reports in We Are Social & Hootsuite's ongoing Global Digital series, see https://www.slideshare.net/wearesocialsg/presentations
A snapshot of internet, social media, and mobile use in every country in the world. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
The latest essential stats and user numbers for internet, social media and mobile usage around the world. For more stats on every country in the world, visit http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Eastern Europe in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Northern Europe in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Western Europe in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Western Asia in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
We Are Social's comprehensive new Digital in 2016 report presents internet, social media, and mobile usage statistics and trends from all over the world. It contains more than 500 infographics, including global data snapshots, regional overviews, and in-depth profiles of the digital landscapes in 30 of the world's key economies. For a more insightful analysis of the numbers contained in this report, please visit http://bit.ly/DSM2016ES.
Social Media data and information, Including Asia Social Media Data. Thailand, Malaysia, Singapore, Myanmar, Cambodia, Indonesia, Philippines, Brunai, Lao and more. Get social media data usage, Facebook, twitter, instagram, Foursquare. All research and data by Zocial inc. The company very focus in Online Analytics which including ZocialEye.com - Social Media Monitoring and ZocailRank.com - Social Media Ranking services.
On the 23rd of March, LinkedIn held a High Tea event that discussed sales strategies in the digital age. During this time, our LinkedIn experts showed attendees how to adopt Social Selling and enhance sales effectiveness through targeted social media engagement. This specifically looked at how to best leverage the LinkedIn platform to find the right buyers, make profitable connections and gain a competitive edge.
How to drive the digital transformation of sales and build a social selling m...Koka Sexton 💼
Definition of social selling: Leveraging your professional brand to fill your pipeline with the right people, insights and relationships.
Winning social selling methodology: identify and connect and engage with buyers on social networks.
The digital transformation of sales.
Digital in APAC in 2017 - IDUAI Special ReportKepios
A special version of Kepios's Digital in APAC in 2017 report, published in collaboration with UNESCO for the International Day for Universal Access to Information.
This is a guide to using social media for retail brands. It explores 3 key questions for any retailers looking to harness the power of social media:
1) What exactly are Social Media?
2) Why are they relevant to Retail Marketing
3) How can Retailers get started using Social Media?
It shares key figures that provide a rationale for using social media as part of retail marketing, offers some inspiring case studies of retail social media from around the world, explroes some trends that will shape the future of social in retailing, and sets out a simple framework to help retailers get started in Social Media.
Brands need to stop building disconnected 'social media strategies', and build comprehensive brand strategies that are optimised for today's connected, social world. This presentation offers guidance and advice on the factors that should inform a Connected Strategy, together with
Strategie Przyszłości Social Media - Rahim Blak na Kongres Online Marketing ...Rahim Blak
5 strategii ponadczasowych i 5 strategii przyszłości social media marketingu
Facebook Marketing pozwala dzisiaj Agencjom i Marketerom odpowiedzieć na każdy Brief (zapotrzebowanie klienta) i prawie zawsze dostarczyć rozwiązanie. Chcesz rekrutować pracowników? Chcesz obsługiwać klientów? Chcesz prowadzić kampanię performance marketingową? Social commerce dla e-sklepów? Pozyskiwać leady dla sektorów B2C i B2B? Prowadzić masowe kampanie zasięgowe? Współpracować z Influencerami? Budować markę pracodawcy? Markę osobistą? Pozyskiwać aktywnie klientów bezpośrednich? Zaczynałem od agencji social media, chciałem rozwinąć kompetencje do agencji interaktywnej, ale teraz widzę, że nie ma takiej potrzeby:) bo odpowiedzią na każde to zapotrzebowanie może być dzisiaj facebook! Mam dla Was 10 strategii social media, które wiem, że naprawdę działają! #ToBędzieDobraPrezentacja:) Rahim Blak.
We Are Social's Guide to Social, Digital & Mobile in Indonesia (Nov 2011)We Are Social Singapore
This is the November 2011 edition of We Are Social Singapore's guide to Social, Digital and Mobile in Indonesia. You can find more individual country reports and a complete Asia overview at http://wearesocial.sg
The social media landscape is changing so fast that most marketers struggle to keep up. To make things easier, we've distilled the many conversations we've been having with clients in recent months into 10 key trends you need to understand in order to improve your social ROI. To read our extensive write-up to accompany these slides, please visit http://bit.ly/wasfs10
The social media landscape is changing so fast that most marketers struggle to keep up. To make things easier, we've distilled the many conversations we've been having with clients in recent months into 10 key trends you need to understand in order to improve your social ROI.
The social media landscape is evolving quickly too; Facebook still dominates - and continues to grow - but the remaining spots in the top 5 of our latest platform rankings are held by mobile messenger services.....
SearchLove Boston 2015 | Jeremy Goldman, 'Why Social Media and Return on Inve...Distilled
Social campaigns with low ROI are often associated with poor planning. There’s plenty of pre-work needed to ensure you’re successful in the long run. What are the metrics you ought to be focused on for long-term success? How do you determine what types of content work on which social platform? And, how does social media impact your SEO efforts? Jeremy will answer all those questions and more.
Marketing Profs' Ann Handley and V3 Integrated Marketing's Shelly Kramer co-presented at the International Pizza Expo in Las Vegas in March 2014.Content Marketing in 15 Minutes a Day is focused on how restaurant industry professionals with businesses large and small can maximize their content marketing and social media efforts.
Topics covered included:
- How social media influences buying behavior
- Challenges for business owners related to content marketing and social media
- How to do your homework and figure out what kind of social media will work for you
- How to start with a competitive analysis
- How to develop a content marketing plan and a social media marketing plan
- Tricks for effective engagement across platforms
- Tools you can use to help maximize your social reach
- Mobile trends for restaurants and how to integrate mobile into your overall strategies
- How to look at your overall goals, your strategy and measure ROI
How To Achieve Digital ROI: A Practical GuideKepios
A practical guide to creating content that delivers meaningful brand value, and to measuring the actual contribution that content makes to your bottom-line res. For more information and additional resources, visit http://kepios.com/
11 Ways to Turn Your Digital Strategy Upside DownCourtney Herda
Marketing can be a scary place, filled with hazardous pitfalls and dastardly villains that sidetrack your plans, derail your ROI, and endanger your productivity. In this session, we will discuss the most important 11 digital strategies and tools that will dramatically impact your marketing efforts, turning your efforts upside down. From repurposing content to telling powerful stories and supercharging your analytics, we will explore not only the best strategies but the best tools to help you maximize your marketing, whether you are a team of one or a team of one hundred.
Content Marketing in 15 Minutes a Day for RestaurantsAnn Handley
What if you have mere minutes a day to market with content? Can it be done? Yes, once you get a plan in place. Here's a deck Shelly Kramer of V3 Integrated Marketing and I co-presented at the International Pizza Expo.
Lean some simple approaches to understanding your social media fan base, driving internal recognition of that value, and across multiple social media embassies.
Social media success isn't just determined by what your brand does in social media. In this presentation, Simon Kemp explores how brands can use every aspect of their marketing mix – from advertising to packaging to HR and even procurement – to inspire organic social conversations that will increase brand awareness and improve social engagement. To find out more, visit http://wearesocial.sg
All the latest data you need to understand how typical Facebook users around the world interact with content and ads, including a country-by-country breakdown for 225 nations and territories around the globe.
All the latest data for internet, social media, mobile, and e-commerce use from around the world. For more global stats and individual country insights, visit http://bit.ly/GD2018GO
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Northern America in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Central America in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in The Caribbean in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in South America in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Southern Europe in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Northern Africa in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Western Africa in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Middle Africa in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Eastern Africa in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Southern Africa in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Central Asia in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Southern Asia in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Southeast Asia in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Eastern Asia in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Australia, New Zealand & The Pacific in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
Continuing We Are Social's exploration of Digital, Social & Mobile stats and trends from around the world, here are the latest numbers for Australia in June 2016. If you're looking for data for other countries, try our latest global reports: http://bit.ly/DSM2016DI and http://bit.ly/DSM2016YB
Singapore Tourism Board recently commissioned We Are Social to explore the key social media trends impacting brands in the travel industry. This presentation shares our key findings, including a look at how social media can add value at each stage of an 8-step consumer journey. For more information, visit wearesocial.com
1. #HootConnect • @eskimon & @HootsuiteAPAC • 1&
AN ACTION PLAN FOR
SOCIAL SELLINGPREPARING FOR EFFICIENT, EFFECTIVE & COMPELLING CUSTOMER ENGAGEMENT
SIMON KEMP • we are social • JULY 2017
4. #HootConnect • @eskimon & @HootsuiteAPAC • 4&
TODAY
1. CONTEXT: THE STATE OF DIGITAL
2. THE RATIONALE FOR SOCIAL SELLING
3. PLANNING FOR SOCIAL SELLING SUCCESS
4. MARKETING’S ROLE IN SOCIAL SELLING
5. A SOCIAL SELLING PLAN FOR SALESPEOPLE
6. OPERATIONAL CONSIDERATIONS
7. MEASURING SOCIAL SELLING ACTIVITIES
6. #HootConnect • @eskimon & @HootsuiteAPAC • 6&
MORE THAN 1.5 BILLION PEOPLE OF WORKING
AGE IN APAC USE SOCIAL MEDIA EACH MONTH
Sources: Facebook; Tencent; U.S. Census Bureau
7. #HootConnect • @eskimon & @HootsuiteAPAC • 7&
5 IN 6 C-LEVEL EXECS USE SOCIAL MEDIA
TO INFORM THEIR B2B BUYING DECISIONS
Source: IDC, “Social Buying Meets Social Selling”
8. #HootConnect • @eskimon & @HootsuiteAPAC • 8&
AS A RESULT, SOCIAL SELLING IS ONE OF THE
MOST VALUABLE OPPORTUNITIES IN DIGITAL
10. #HootConnect • @eskimon & @HootsuiteAPAC • 10&
Social selling is the process of
building and nurturing one-to-one
relationships that enable a more
efficient and effective sales cycle.
“
16. #HootConnect • @eskimon & @HootsuiteAPAC • 16&
SOCIAL SELLING CAN ADD VALUE AT EVERY
STEP OF AN ORGANISATION’S SALES JOURNEY
17. #HootConnect • @eskimon & @HootsuiteAPAC • 17&
ADDING VALUE THROUGHOUT THE JOURNEY
SOCIAL LISTENING CAN
IDENTIFY VALUABLE NEW
CUSTOMERS AND SALES
OPPORTUNITIES
CONTENT MARKETING
INSPIRES CUSTOMERS TO
CONTACT THE BRAND AT
CRITICAL VALUE MOMENTS
IDENTIFYING
PROSPECTS
INBOUND LEAD
GENERATION
SOCIAL LISTENING
CAN REVEAL SPECIFIC
CUSTOMER ENGAGEMENT
OPPORTUNITIES
CONTEXTUAL
OUTREACH
FACILITATES THE MOVE
FROM ONE-OFF SALES
TO ONGOING MUTUAL
VALUE CREATION
CRM & CLTV
MANAGEMENT
18. #HootConnect • @eskimon & @HootsuiteAPAC • 18&
SOCIAL SELLING BUILDS LONG-TERM BRAND
EQUITY AND DRIVES SHORT-TERM SALES
19. #HootConnect • @eskimon & @HootsuiteAPAC • 19&
CRITICALLY, SOCIAL SELLING ADDS VALUE
TO THE ORGANISATION’S BOTTOM LINE
20. #HootConnect • @eskimon & @HootsuiteAPAC • 20&
DOING THE RIGHT THINGS
OPTIMISED ACTIVITIES ARE MORE
LIKELY TO CONVERT TO SALES
DOING THOSE THINGS RIGHT
TARGETED ACTIVITIES REDUCE THE
COSTS OF DELIVERING THOSE SALES
EFFECTIVENESS EFFICIENCY
SOCIAL SELLING DELIVERS A ‘DOUBLE-WHAMMY’
&
28. #HootConnect • @eskimon & @HootsuiteAPAC • 28&
EXAMPLES OF ‘BRAND NARRATIVES’
STATISTICS AND DATA
THAT MARKETERS NEED
TO MAKE DECISIONS
TRACKING CHANGES IN
TECHNOLOGY AND
CONSUMER BEHAVIOUR
DATA
REPORTS
TRENDS AND
FORECASTING
ADVICE AND GUIDANCE
ON HOW TO TACKLE
COMMON CHALLENGES
HOW-TO
GUIDES
29. #HootConnect • @eskimon & @HootsuiteAPAC • 29&
#5: IDENTIFY SOCIAL SELLING KPIS AND
AN ASSOCIATED MEASUREMENT APPROACH
30. #HootConnect • @eskimon & @HootsuiteAPAC • 30&
NOTE: MEASUREMENT PLANS ARE DEPENDENT
ON YOUR SPECIFIC OBJECTIVES AND CONTEXT
31. #HootConnect • @eskimon & @HootsuiteAPAC • 31&
NEXT, AGREE SOCIAL SELLING ROLES AND
RESPONSIBILITIES ACROSS DIFFERENT TEAMS
33. #HootConnect • @eskimon & @HootsuiteAPAC • 33&
SOCIAL SELLING DOESN’T REPLACE CONTENT
MARKETING; IT ADDS DISTINCT NEW VALUE
34. #HootConnect • @eskimon & @HootsuiteAPAC • 34&
ASSETS DESIGNED FOR SHARING
WITH BROADER AUDIENCES VIA THE
BRAND’S DIGITAL PROPERTIES
ASSETS DESIGNED TO HELP SALES TEAMS
ENGAGE IN ONE-TO-ONE INTERACTIONS VIA
THEIR OWN SOCIAL PROPERTIES
CONTENT
MARKETING
SOCIAL
SELLING
TWO DISTINCT TYPES OF ASSET
VS
35. #HootConnect • @eskimon & @HootsuiteAPAC • 35&
EMPLOYEE SHARING vs. BRAND SHARING
WE’RE 3 TIMES MORE LIKELY
TO TRUST CONTENT SHARED
BY PEOPLE WE KNOW THAN
CONTENT SHARED BY BRANDS
WE’RE 8 TIMES MORE LIKELY
TO ENGAGE WITH CONTENT
SHARED BY EMPLOYEES THAN
CONTENT SHARED BY BRANDS
3x 8x
WE’RE 24 TIMES MORE LIKELY
TO RE-SHARE CONTENT
SHARED BY EMPLOYEES THAN
CONTENT SHARED BY BRANDS
24x
LEADS GENERATED BY
EMPLOYEES CONVERT 7
TIMES MORE FREQUENTLY
THAN OTHER KINDS OF LEADS
7xMORE TRUSTWORTHY MORE ENGAGING MORE LIKELY TO SHARE BETTER CONVERSION
Sources: Nielsen; Smarp; Technerati; LinkedIn
36. #HootConnect • @eskimon & @HootsuiteAPAC • 36&
YOUR SOCIAL SELLING ASSETS WILL BE SHARED
BY SALESPEOPLE, NOT BY BRAND MARKETERS
37. #HootConnect • @eskimon & @HootsuiteAPAC • 37&
DESIGN SOCIAL SELLING ASSETS TO ADD
VALUE TO YOUR SALESPEOPLE’S ACTIVITIES
38. #HootConnect • @eskimon & @HootsuiteAPAC • 38&
BUT HOW DO YOU KNOW WHAT
WILL ADD THE GREATEST VALUE?
39. #HootConnect • @eskimon & @HootsuiteAPAC • 39&
#1: UNDERSTAND THE VALUE THAT YOUR
CUSTOMERS AND PROSPECTS WANT
40. #HootConnect • @eskimon & @HootsuiteAPAC • 40&
USE SOCIAL LISTENING ACROSS YOUR
VARIOUS AUDIENCES TO INFORM THIS STEP
41. #HootConnect • @eskimon & @HootsuiteAPAC • 41&
#2: UNDERSTAND THE OUTCOMES
THAT YOUR SALESPEOPLE WANT
42. #HootConnect • @eskimon & @HootsuiteAPAC • 42&
BENEFITS TO INDIVIDUAL SALESPEOPLE
QUICKER AND EASIER
DELIVERY OF MORE
FREQUENT AND HIGHER-
VALUE OUTCOMES
THE CHANCE TO GAIN
VISIBILITY, VALIDATION AND
RECOGNITION FOR WORK,
INTERNALLY & EXTERNALLY
DELIVERY OF
KPI OUTCOMES
PROFESSIONAL
RECOGNITION
BUILDING A STRONGER
PROFESSIONAL IDENTITY
THROUGH THOUGHT
LEADERSHIP & NETWORKS
PERSONAL
BRANDING
USING A COMBINATION
OF THESE BENEFITS TO
DEMONSTRATE VALUE AND
SECURE PROMOTION
CAREER
PROGRESSION
43. #HootConnect • @eskimon & @HootsuiteAPAC • 43&
#3: DESIGN ASSETS TO SATISFY THESE NEEDS
AND BUILD BRAND CONSISTENCY AND EQUITY
44. #HootConnect • @eskimon & @HootsuiteAPAC • 44&
DIFFERENT TYPES OF VALUABLE CONTENT
FACTS AND NEWS THAT
HELP PEOPLE MAKE NEW
OR BETTER DECISIONS
THAT THEY CARE ABOUT
EXPERIENCES THAT
ATTRACT PEOPLE’S
ATTENTION & ENGAGE
THEIR EMOTIONS
INFORMATION ENTERTAINMENT
CONTENT THAT HELPS
PEOPLE BELIEVE IN
THEMSELVES AND
TRY NEW THINGS
INSPIRATION
RESOURCES THAT HELP
PEOPLE ACQUIRE NEW
SKILLS OR ENHANCE
THEIR CAPABILITIES
EDUCATION
45. #HootConnect • @eskimon & @HootsuiteAPAC • 45&
DESIGN CONTENT FOR DIFFERENT CONTEXTS
SMALL, STANDALONE
CONTENT DESIGNED
TO MAXIMISE BREADTH
CONTENT ELEMENTS THAT
CAN BE COMBINED TO
TELL DIFFERENT STORIES
DANDELION
SEEDS
BUILDING
BLOCKS
‘LEITMOTIF’ CONTENT THAT
TELLS A SIMILAR STORY IN
NEW WAYS OVER TIME
RECURRING
REINFORCEMENT
47. #HootConnect • @eskimon & @HootsuiteAPAC • 47&
THERE’S A SIMPLE PROCESS TO HELP
SALESPEOPLE HARNESS SOCIAL SELLING TOO
48. #HootConnect • @eskimon & @HootsuiteAPAC • 48&
#1: CLARIFY YOUR INDIVIDUAL KPIS, AND MAP
OUT CHALLENGES YOU NEED TO OVERCOME
49. #HootConnect • @eskimon & @HootsuiteAPAC • 49&
#2: IDENTIFY THE OPTIMUM CHANNEL MIX
FOR YOUR SPECIFIC SOCIAL SELLING GOALS
50. #HootConnect • @eskimon & @HootsuiteAPAC • 50&
SELECTING THE RIGHT CHANNELS FOR YOU
THE ABILITY TO REACH A
VARIETY OF CUSTOMERS
AND PROSPECTS ON A
TIMELY & REGULAR BASIS
THE ABILITY TO SHARE
CONTENT AND ENGAGE
PEOPLE AT EACH STAGE OF
THE ‘BUYER JOURNEY’
AUDIENCE
REACH
CONTEXTUAL
ENGAGEMENT
THE TIME, MONEY AND EFFORT
REQUIRED TO MANAGE &
TRACK ACTIVITIES ACROSS
EACH PLATFORM
RESOURCE
REQUIREMENTS
51. #HootConnect • @eskimon & @HootsuiteAPAC • 51&
#3: ENSURE THAT YOUR SOCIAL PROFILES
ESTABLISH YOUR DESIRED PERSONAL BRAND
52. #HootConnect • @eskimon & @HootsuiteAPAC • 52&
THE ABSOLUTE BASICS OF LINKEDIN
USE YOUR FULL, REAL
NAME SO THAT IT’S EASY
FOR PEOPLE TO FIND YOU
USE A PROFILE PHOTO THAT
CONVEYS A PROFESSIONAL
IMAGE AND PERSONAL ‘BRAND’
NAME PHOTO
ADD YOUR JOB TITLE,
COMPANY, INDUSTRY,
AND HOME LOCATION
TITLE
CRAFT A BIO THAT TELLS PEOPLE
SOMETHING ABOUT WHO YOU
ARE, BEYOND JUST YOUR JOBS
BIO
53. #HootConnect • @eskimon & @HootsuiteAPAC • 53&
USE THIS SECTION TO OUTLINE
YOUR CURRENT ROLE AND
THE ORGANISATION(S) YOU
CURRENTLY WORK FOR / WITH
USE THE ‘SUMMARY’ SECTION
TO INTRODUCE YOURSELF:
YOUR EXPERIENCE, EXPERTISE,
INTERESTS, AND PERSONALITY
USE THE LOCATION OF YOUR
HOME OFFICE. THIS DRIVES
SEARCH RESULTS, SO
PRIORITISE ACCURACY
ADDING DETAILS OF WHERE
YOU STUDIED CAN HELP
REINFORCE CREDIBILITY AND
CONNECT YOU TO ALUMNI
USE A RECENT PHOTO THAT
CLEARLY SHOWS YOUR FACE
AND THAT REINFORCES YOUR
‘PROFESSIONAL BRAND’
1
USE YOUR FULL, REAL
NAME AS YOU’D USE WHEN
INTRODUCING YOURSELF IN
A PROFESSIONAL CONTEXT
2
3
4
5
6
1
2
3
4
5
6
7
7
CHOOSE A DISTINCTIVE BACKGROUND IMAGE THAT CREATES THE RIGHT ‘ATMOSPHERE’
FOR VISITORS TO YOUR PROFILE, AND CONVEYS SOMETHING ABOUT YOUR PERSONALITY
54. #HootConnect • @eskimon & @HootsuiteAPAC • 54&
LINKEDIN’S PROFILE COMPLETENESS TIPS AND
SOCIAL SELLING INDEX CAN HELP YOU ‘POLISH’
56. #HootConnect • @eskimon & @HootsuiteAPAC • 56&
#4: BUILD YOUR NETWORK BY PROACTIVELY
CONNECTING WITH RELEVANT INDIVIDUALS
57. #HootConnect • @eskimon & @HootsuiteAPAC • 57&
#5: DEVELOP A PUBLISHING PLAN THAT ALLOWS
YOU TO TAKE YOUR AUDIENCE ON A JOURNEY
58. #HootConnect • @eskimon & @HootsuiteAPAC • 58&
#6: ENGAGE IN CONVERSATION, AND LOOK
FOR OPPORTUNITIES TO ADD NEW VALUE
59. #HootConnect • @eskimon & @HootsuiteAPAC • 59&
OPPORTUNITIES ARE EVERYWHERE
CONVERSATIONS
AROUND CONTENT
YOU’VE POSTED
CONVERSATIONS ON
YOUR ORGANISATION’S
BRANDED PROPERTIES
CONTENT
YOU SHARE
BRAND TEAM
ACTIVITIES
CONVERSATIONS ON YOUR
CUSTOMERS’ BRAND OR
PERSONAL PROPERTIES
CUSTOMERS’
CONTENT
CONVERSATIONS ON
THIRD-PARTY PROFILES
AND PROPERTIES
THIRD-PARTY
CONTENT
60. #HootConnect • @eskimon & @HootsuiteAPAC • 60&
USE SOCIAL LISTENING TO IDENTIFY POTENTIAL
CONVERSATIONS AND RELEVANT TRENDS
61. #HootConnect • @eskimon & @HootsuiteAPAC • 61&
THINK AND BEHAVE LIKE A CONCIERGE AT
A FIVE-STAR HOTEL FOR MAXIMUM IMPACT
62. #HootConnect • @eskimon & @HootsuiteAPAC • 62&
TRAITS OF A GREAT SOCIAL SELLER
BE USEFUL; SHARE
THINGS THAT YOUR
AUDIENCE NEEDS, NOT
JUST WHAT HELPS YOU
BE ENTHUSIASTIC; GO
THE EXTRA MILE TO LOOK
FOR OPPORTUNITIES
TO ADD NEW VALUE
HELPFUL PROACTIVE
BE HUMAN; SHOW
SOME PERSONALITY TO
AVOID APPEARING LIKE
A CORPORATE DRONE
GENUINE
BE SOCIABLE; CONNECT
PEOPLE TO EACH OTHER
AND INVITE OTHERS TO
JOIN THE CONVERSATION
INCLUSIVE
63. #HootConnect • @eskimon & @HootsuiteAPAC • 63&
#7: DEVELOP A MEASUREMENT APPROACH
THAT HELPS YOU OPTIMISE FUTURE ACTIVITIES
64. #HootConnect • @eskimon & @HootsuiteAPAC • 64&
USE PLATFORM INSIGHTS TO UNDERSTAND WHO
ENGAGES WITH WHAT, WHERE, AND WHEN
65. #HootConnect • @eskimon & @HootsuiteAPAC • 65&
WHEREVER POSSIBLE, KEEP A CENTRAL RECORD
OF INTERACTIONS TO INFORM CRM EFFORTS
67. #HootConnect • @eskimon & @HootsuiteAPAC • 67&
ELEMENTS OF A SOCIAL SELLING SOLUTION
A CENTRAL ‘HUB’
FOR HOSTING AND
ACCESSING SOCIAL
SELLING CONTENT
A WAY TO LET SALES
TEAMS KNOW ABOUT
NEW CONTENT AND
RELEVANT ACTIVITIES
HOSTING NOTIFYING
TRAINING AND BEST
PRACTICE RESOURCES
FROM ACROSS THE
ORGANISATION
ENHANCING
A WAY TO TRACK
INTERACTION WITH
DIFFERENT SALES-
PEOPLE OVER TIME
TRACKING
68. #HootConnect • @eskimon & @HootsuiteAPAC • 68&
THE ‘3TS’ OF EMPOWERING SOCIAL SELLERS
PROVIDING ACCESS TO THE
SOCIAL MEDIA AND CRM TOOLS
THAT SELLERS NEED TO BUILD
AND MANAGE RELATIONSHIPS
HELPING SOCIAL SELLERS TO
DEVELOP THE SKILLS REQUIRED
TO IDENTIFY AND ENGAGE IN
VALUABLE OPPORTUNITIES
TOOLS TRAINING
ENSURING SOCIAL SELLERS
HAVE ENOUGH TIME TO BUILD
VALUABLE RELATIONSHIPS AND
MANAGE CONTENT ACTIVITIES
TIME