Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital Branding and Social Media


Published on

This presentation was given to the Southern Public Relations Federation during their 2009 annual conference in Tunica, MS.

Published in: Business
  • Hi there! Get Your Professional Job-Winning Resume Here - Check our website!
    Are you sure you want to  Yes  No
    Your message goes here

    We Are an International Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team. Come Join Us, Let’s Do this Together!!

    <br /><object type="application/x-shockwave-flash" data=";hl=en_US&amp;rel=0" width="350" height="288"><param name="movie" value=";hl=en_US&amp;rel=0"></param><embed src=";hl=en_US&amp;rel=0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
    Are you sure you want to  Yes  No
    Your message goes here
  • great work done, please keep it coming.
    Are you sure you want to  Yes  No
    Your message goes here
  • Great work, keep updating, there are many good info in a way to be obsolete sooner
    Are you sure you want to  Yes  No
    Your message goes here
  • Superb.....!!!!gr8 presentation!!!
    Are you sure you want to  Yes  No
    Your message goes here

Digital Branding and Social Media

  1. 1. Building A Better Brand<br />Fall 2009<br />#sprf09<br />5 October 2009<br />Tunica, MS<br />Olivier Blanchard<br />@thebrandbuilder<br />
  2. 2. I<br />Olivier A. Blanchard<br />Part of what I do consists of helping companies<br />develop, integrate, manage and measure <br />social media programs.<br />Social Media and communications<br />can’t be divorced from brand management.<br />@thebrandbuilder<br /><br /><br /><br />
  3. 3.
  4. 4. About Social media - First things first:<br />
  5. 5. What this really is: People talking with people.<br />
  6. 6. (Which is nothing new, really.)<br />
  7. 7. People connecting with each other.<br />
  8. 8. People creating communities…<br />on their own terms. <br />
  9. 9. People sharing their passions.<br />
  10. 10. People sharing their outrage.<br />
  11. 11. How does this fit in with traditional marketing?<br />Command and Control Model<br />Messaging & Branding<br />Advertising<br />PR<br />The Public<br />Marketing<br />Web<br />events<br />You are here<br />
  12. 12. FACT: People no longer trust advertising<br />and traditional corporate channels.<br />
  13. 13. Some Nielsen Statistics on consumer trust:<br />Online banner ads: 28%<br />E-mail (opt-in): 48%<br />Television, magazines, radio: 55%<br />Newspapers: 66%<br />Recommendations from consumers: 78%<br />Word-of-Mouth: 62%-93%<br /> (Depending on the country)<br />
  14. 14. New Technologies have given people the power to<br />tune out messaging and marketing…<br />… and tune into relevance and dialogue.<br />
  15. 15. Traditional marketing has been interrupted.<br />
  16. 16. Invasion of the micro-channels.<br />
  17. 17. The web no longer belongs to marketers.<br />
  18. 18. People are again turning to each other…<br />Because they can.<br />
  19. 19. Blogs<br />
  20. 20. The Emergence of New Media<br />Blogs are now read by 24% of adult Internet users, <br />up from 13% in 2006<br />Social networks are now used by 26% of adult Internet users, up from 17% in 2006<br />Mobile platform users will double by 2013 in the US<br />Txt + SMS (including Twitter SMS) already &gt; voice.<br />Source: mashable<br />
  21. 21. 200 Million users+ worldwide<br />100 Million users log in daily<br />The average user has 120 friends (WOM)<br />Daily, 4 million users become fans of a page<br />30 Million + users access FB via mobile<br />Average stay on site is over 13 minutes<br />185 Million Users<br />Primary age demo: 14-34<br />Still the top social app. For youth.<br />Average stay on site is over 10 minutes<br />11%+ of adults online now use Twitter <br />12+ million users worldwide<br />Twitter Search may threaten Google<br />More and more online conversations now occur here<br />Events and websites are discovered here<br />“Twitter is Word-of-Mouth on steroids.” - @GaryVee<br />Blogs<br />
  22. 22. BLOGS<br />133+ Million worldwide (50% are here)<br />25% of internet users read blogs daily<br /> (up from 13% in 2006)<br />Brands without blogs are losing traction<br />No blog/dynamic content = weak SEO<br />Fastest growing demo: Women 24-55<br />
  23. 23.
  24. 24. 85M Visitors in August<br />9% MoM Growth<br />
  25. 25. 8.9 billion YouTube videos viewed in July.<br />Downloaded by 120.3 Million US viewers<br /> (That’s 1/3 of the US population.)<br />Total videos viewed on the web in July: 21 Billion<br />Source: Comscore<br />
  26. 26. Your customers = a vibrant community.<br />
  27. 27.
  28. 28. And they’re doing their own thing.<br />
  29. 29.
  30. 30.
  31. 31. They choose when to hang out with you.<br />
  32. 32. Social Media can help organizations<br />connect with existing communities<br />And create new ones.<br />
  33. 33. Ways in which Social Media can help your business:<br />Sales<br />Net New Customers, Increased Frequency of Transactions, promo exposure<br />Increased yield (average $ value per transaction), and product penetration<br />Customer Support<br />Immediate feedback and response, positive impact in public forum, cost reduction<br />Human Resources<br />More effective recruiting, online monitoring of employee behavior (risk management)<br />Public Relations<br />Online Reputation Management, improved brand image via Social Web<br />Customer Loyalty<br />Increased interactions, better quality of interactions, deeper relationship with brand,<br />Increased trust in brand, increased mindshare of brand, greater values alignment<br />Business Intelligence<br />
  34. 34. You are no longer in the business of creating value.<br />You are in the business of creating importance.<br />
  35. 35. People don’t get their coffee from Starbucks because of “value”.<br />People get their coffee from Starbucks because getting their coffee from Starbucks is important to them.<br />Pride.<br />Image.<br />Exclusivity.<br />Passion.<br />Uniqueness of Quality.<br />Sharing in a common passion.<br />
  36. 36. Plant your flag. Stand for something. Stand out.<br />
  37. 37. But don’t forget to listen.<br />
  38. 38. Tip 1: Vertical Vs. Lateral Engagement <br />
  39. 39. By the way...<br />There are 2 forces at work in Social Media:<br />Vertical Engagement<br />And<br />Lateral Engagement<br />This is important.<br />
  40. 40. Vertical Engagement= Brand + Customer.<br />(This is not a monologue)<br />Great Experiences & Brand Loyalty.<br />
  41. 41. Lateral Engagement = customer + customer<br />Validation and Scale.<br />
  42. 42. How does this fit in with traditional marketing?<br />Command and Control Model<br />Messaging & Branding<br />Advertising<br />PR<br />The Public<br />Marketing<br />Web<br />events<br />Lateral<br />Vertical<br />
  43. 43. People share things they love.<br />Twitter, YouTube and Facebook<br />Are word-of-mouth on steroids.<br />
  44. 44. “The community closes the sale.”<br />- Porter Gale (@virginamerica)<br />Virgin America invests in the good will of customers, simply by publicly acknowledging and supporting them in the same channels where they’re communicating.<br />
  45. 45. Tip 2: The mechanics of Engagement<br />
  46. 46. How does this all fit into your existing web strategy?<br />Management<br />website<br />video<br />News<br />Info<br />Stories<br />Action<br />Blog<br />
  47. 47. Engagement tip: Know your tools<br /><br />
  48. 48. Today’s recommendation: Twitterface<br />Creating a Twitterface page promotes awareness and engagement.<br />
  49. 49. Engagement<br />
  50. 50. Outbound Thinking: Seeding channels<br />“Reaching out” basically means planting seeds.<br />Think of reaching out as spreading your content.<br />This is basic distribution across various channels. <br />Your website<br />
  51. 51. Outbound Thinking: Spreading Content<br />Write a blog post<br />Share it on Facebook and Twitter<br />Create an event<br />On Facebook<br />Share it on your blog and Twitter<br />Create a #chat on Twitter<br />Share it on your blog and FaceBook<br />
  52. 52. Outbound Thinking: Spreading Content<br /><br />
  53. 53. Outbound Thinking: Spreading Content<br /><br />
  54. 54.<br />
  55. 55. Tip 3: Listening & Monitoring<br />
  56. 56. Do you really know how to listen?<br />
  57. 57. How do you manage your brand in 2009?<br /><br />
  58. 58. Keyword & Mention Management Dashboards<br /><br />
  59. 59. Sentiment Monitoring<br /><br />
  60. 60. More Sentiment Analysis<br />
  61. 61. Create Listening Posts Online<br />Blogs<br />BRAND<br />
  62. 62. Listening & Monitoring platforms/tools<br /><br /><br /><br /><br /><br /><br /><br /><br />
  63. 63. Tip 4: Responding <br />(Yes, you’re on 24/7/365 now.)<br />
  64. 64. Responding to the public<br />Responding to your audience comes in 2 forms:<br />Conversational Responses (chat)<br />Informational Responses (link)<br />Either way, never argue, always be helpful, don’t <br />Ever become defensive.<br />Your website<br />
  65. 65. Responding to the public<br />Engagement<br />PR<br />
  66. 66.
  67. 67. Custom<br />The river<br />to or about you<br />
  68. 68. TweetDeck allows you to create follower categories<br />
  69. 69. Compound<br />Basic<br />Basic<br />Search<br />
  70. 70. Crisis Management<br />Have a crisis/response plan.<br />Make sure everyone knows the plan. Write it out. Keep it in an obvious place.<br />Train and drill the plan.<br />Let the press release or official statement guide your responses.<br />Link to the official statement on Facebook, Twitter, the blog, etc.<br />Monitor Social Media for mentions of the incident.<br />Be prepared to respond or answer questions on Twitter and Facebook.<br />Do not argue with detractors. Calmly state the facts. Be Zen.<br />Be honest and transparent. Social Media dwellers smell BS a mile away. <br /> A swift, kind, honest discussion on Twitter can turn a disaster into a mere scrape. Relax and don’t take attacks personally.<br />
  71. 71. Tip 5: How to manage a Brand on Twitter<br /><br />
  72. 72. Brand Management on Twitter<br />Face are personable, but lack context<br />
  73. 73. Brand Management on Twitter<br />Logos are clear, but impersonal<br />
  74. 74. Brand Management on Twitter<br />Combining faces + logos = humanity + context<br />
  75. 75. Brand Management on Twitter<br />The 1-800 number.<br />The lobby.<br />What people search for<br /><br />
  76. 76. Brand Management on Twitter<br /><br />
  77. 77. Brand Management on Twitter<br /><br />
  78. 78. Brand Management on Twitter<br /><br />
  79. 79. Some thoughts about ROI and measurement<br />Measurement & Accountability<br />
  80. 80. R.O.I.<br />RETURN<br />ON<br />INVESTMENT<br />
  81. 81. THE R.O.I. EQUATION<br />Investment<br />Expectation of return<br />
  83. 83. Non-financial impact is not ROI (yet).<br />
  84. 84. Types of non-financial impact<br />Customer complaints<br />Website Visitors<br />Impressions<br />Positive press<br />Click-throughs<br />YouTube views<br />Retweets<br />Coupons distributed<br />Visitors to a brick & mortar store<br />Positive WOM<br />Delivered emails<br />Negative press<br />Negative WOM<br />Employment applications<br />Blog comments<br />FaceBook friends<br />Social mention<br />Twitter followers<br />
  85. 85. ROI = actualized potential.<br />
  86. 86. Non-Financial Measurement & Accountability<br />Set Goals<br />Set Standards<br />Set Milestones<br />Pick the right measurement tools for the job<br />Examples of free tools:<br />Track website visits<br />Monitor visitor behavior<br />Track the growth of your Twitter Account<br />Monitor your Twitter stats<br />Track online mentions<br />Compare mentions<br /><br /><br /><br />Track video downloads<br />Track video embeds<br />Track traffic from SM outposts to your website<br />Track FB & LinkedIn group members<br />Track blog visitors & comments<br />Track offline numbers and results<br />
  87. 87.
  88. 88.
  89. 89.
  90. 90. Join your community.<br /> blogs, facebook, twitter, events, groups<br /> forums, fund raisers, media.<br /> Reconnect with your audience.<br /> Partner with them more.<br />2. Take a leadership role.<br /> blog, facebook group, twitter, events,<br /> lectures, media relations, branding.<br /> Inspire. Become important again.<br />3. Be easy to find.<br /> “search”/ SEO, broad digital footprint.<br /> Always be where your audience is.<br />4. Inspire passion.<br /> What you do is important. What you do matters.<br />
  91. 91. Ask away.<br />Olivier Blanchard<br />864.630.7398<br /><br />@thebrandbuilder(on Twitter)<br />