You+Your Corporation+Your Customers

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This is an overview of a presentation on best practices in social media I gave to a law firm in Minneapolis. Since my background is advertising and marketing, I like to think about social media as it relates to and mashes up personal branding, your "individual" brand within a corporation and the corporation's brand. Which persona takes precedence--when, and why? Then how do your personas and their actions affect relationships with your customers? These are vibrant topics and I enjoy presenting them.

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You+Your Corporation+Your Customers

  1. Henson & Efron, P.A. February 25, 2009 You+your corporation +your customers Best practices for online and social network marketing Presented by Tim Brunelle | Hello Viking Creative Commons Attribution & Non-Commercial License
  2. Tim Brunelle CEO of Hello Viking [dot] com MIMA Board of Directors MCAD Adjunct Faculty tbrunelle.extendr.com
  3. Agenda 1. Marketing: Old vs. New | Then vs. Now Empowered Consumers Data Inter-action 2. You+Your Corporation+Your Customers “The Brand of You Being You” vs. “The Brand of You, The Employee” vs. “The Corporate Brand” 3. Resources
  4. Marketing then
  5. Marketing now
  6. Empowered Consumers
  7. Empowered Consumers
  8. “...the number of blog readers has jumped to 57 million American adults, or 39% of the online pop- ulation,” according to a July 2006 Pew Internet Study. Technorati currently states it is tracking over 112.8 million blogs (April, 2007) and, “120,000 new blogs are created every day.” “YouTube reports serving over 100 million videos per day,” according to TechCrunch, July 2006.
  9. Listening = Customer Service = Marketing Listening is a positive, useful reaction to Consumer Empowerment. “Beyond being able to pay our bills and make our financial goals, we're not actually that focused on getting customers to shop and purchase from us whenever possible. Instead, we’re interested in forming lifelong, meaningful relationships with our customers, so the more engaged our customers are, the more likely that will happen.” —Tony Hsieh, CEO, Zappos
  10. Data
  11. *All of this activity (and more) adds up to one result.
  12. And there’s a benefit from data for marketers. (Thank you, Jan Leth) Data = Better stories Data = “Value exchange” beyond entertainment Data = Optimized performance Data = Massively distributed personalization of brand experience. Data = Enables “Listening” as core competency of marketing dept.
  13. Inter-action
  14. Inter-action is... An expectation Reciprocity Courtesy Conversation Response Measurement Research Understanding Dynamic Involving (Above all) Human
  15. Inter-action takes form as... Sharing Crowd sourcing Blogging Micro blogging Commenting Embedding Linking Tagging Rating (Above all) Participation
  16. Agenda 1. Marketing: Old vs. New | Then vs. Now Empowered Consumers Data Inter-action 2. You+Your Corporation+Your Customers “The Brand of You Being You” vs. “The Brand of You, The Employee” vs. “The Corporate Brand” 3. Resources
  17. *David Armano via AdAge.com
  18. “Ordinary people having micro influence in this macro medium we call the Internet. [But you need to appreciate] the potential risks and downside of this activity as it can relate to your full time profession—especially if you are not self-employed.” —David Armano
  19. “If you are going to have your company play on the social web, then you have to be ready to play a full contact sport which includes unpredictable scenarios. [The social web is] powered by people and people are messy. People also tend to be more loyal to other people than they are to faceless organizations. The social web thrives on personality, mixing a ‘personal touch’ with a professional service.  When Frank talks about life and business on his blog, it makes him not only a person, but an employee like many of us.” —David Armano
  20. http://www.youtube.com/watch?v=9j4yzfC6ijY
  21. The Brand of You, Being You The Brand of You, Topic/Issue -> The Employee The Corporate Brand For any opportunity in the social space, you need to consider which persona is effected, which is best for engaging (or not) and what might result by participating.
  22. The Brand of You, Being You The Brand of You, <- Audience(s) Topic/Issue -> The Employee The Corporate Brand Then you need to consider how various audiences may react to your participation, and not just immediately but well into the future.
  23. The Brand of You, Being You The Brand of You, <- Audience(s) Topic/Issue -> The Employee The Corporate Brand And if the opportunity has more of a corporate focus, then perhaps the organization needs to create dialogue internally around how employees ought to participate.
  24. Agenda 1. Marketing: Old vs. New | Then vs. Now Empowered Consumers Data Inter-action 2. You+Your Corporation+Your Customers “The Brand of You Being You” vs. “The Brand of You, The Employee” vs. “The Corporate Brand” 3. Resources
  25. Facebook.com | MySpace.com LinkedIn.com Twitter.com Flickr.com | Picassa.com | Me.com YouTube.com | Viddler.com | Vimeo.com Typepad.com | Blogger.com | Wordpress.com Extendr.com *What’s your personality? What are you trying to communicate? What’s your bandwidth for listening and participating? What’s your appetite for the unknown? Considering these questions will help you decide which tools and venues are most appropriate.
  26. MIMA.org/events (or check past events) January 21 Digital Reputation Management February 18 Inbox Insanity—Future of Email Wednesday, March 18 The Rise of Social Media: Community Managers
  27. Conversations About The Future Of Advertising catfoa.blogspot.com February 9 Alan Wolk—Your Brand Is Not My Friend Monday, March 9 Kristina Halvorson—Content Strategy
  28. Thank you. tim@helloviking.com tbrunelle.extendr.com Creative Commons Attribution & Non-Commercial License

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