Humanizing Your Brand One Conversation at a Time, by Ramon De Leon

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Ramon De Leon
Y'all Connect Presented by Alabama Power
June 13, 2014
Birmingham, Alabama


Ask 100 people to define social media and you’d likely get 100 different answers. The ways in which consumers engage with these platforms can vary drastically. This makes it more critical than ever for brands to understand the right way to engage audiences and humanize their brand.

Although most brands have adopted social media to help promote their offerings, many push their content in a mechanical way that just doesn’t feel authentic to consumers. Brands need to add a human element to their social media efforts to really connect with the modern-day consumer. By humanizing these interactions and maintaining a consumer-focused approach, brands can evoke genuine emotions with their customers and create brand loyalty.

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Humanizing Your Brand One Conversation at a Time, by Ramon De Leon

  1. 1. Humanizing Your Brand One Conversation At A Time @Ramon_DeLeon
  2. 2. Let’s Talk Chicago: @Ramon_DeLeon
  3. 3. Let’s Talk Chicago: @Ramon_DeLeon
  4. 4. So Loving #Bham!
  5. 5. @Ramon_DeLeon
  6. 6. @Ramon_DeLeon
  7. 7. #RamonWOW Excited To Be in…….
  8. 8. Goal: To inspire you to make a difference in the lives of your customers. @Ramon_DeLeon
  9. 9. 19 year old wanted to deliver pizza. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . @Ramon_DeLeon
  10. 10. Mindset Show up EARLY with a desire to make a difference!
  11. 11. Mindset “Care more about your customers than your competitors do”
  12. 12. 1989 Pizza Driver & Team Dominos #OCCUPY McDonalds @Ramon_DeLeon
  13. 13. People CAPTURE what’s important to them! @OscargalvanMX & @CynthiaO09
  14. 14. People SHARE what’s important to them!
  15. 15. Make sure you are important to your Customers!
  16. 16. Be Important to your Customers!
  17. 17. “Your Content and Data is your Digital DNA” @Ramon_DeLeon https://www.youtube.com/watch?v=LRcCm_PHtkU
  18. 18. There Is No Digital Eraser!
  19. 19. Mindset “If you were to dissolve today would your customers miss you?”
  20. 20. Five Question Kick - Start
  21. 21. Become a problem a finder
  22. 22. The Skillset To Be Exceptional Different For Traditional vs. Digital Marketing
  23. 23. Treat customers like friends @Ted_Rubin
  24. 24. This is How You Don’t Do It
  25. 25. Customers & Friends for Life! @Ramon_DeLeon
  26. 26. Facebook 2004 @Ramon_DeLeon Foster Walker PLEX - Northwestern University
  27. 27. Facebook 2005 Before Facebook was open to the public
  28. 28. Mindset “In 2005, I considered returning to College so that I can open a Facebook account”
  29. 29. “Social Media is made up of tools you can use in addition to your core business plan. It is not meant to replace it”
  30. 30. •Treating customers like friends. •Educate students how to use digital tools. •Let you get to know the face behind the logo ( Humanizing the brand ). Mindset
  31. 31. Social had the same plan just modern tools @Ramon_DeLeon September ‘05
  32. 32. Social had the same plan just modern tools AOL Chats 2005 With Students
  33. 33. Be Inspired & you will be in demand! August ‘09 http://www.viddler.com/v/9dbfaf9f
  34. 34. This was Facebook 2009/2010
  35. 35. This is Facebook 2011
  36. 36. Manage the Micro Interactions @Ramon_DeLeon
  37. 37. #Custserv should not be difficult @Ramon_DeLeon 3:02pm - 2010
  38. 38. You need to respond! @Ramon_DeLeon 3:37pm
  39. 39. Act Upon Your Instincts! @Ramon_DeLeon
  40. 40. Make the experience unforgettable! @Ramon_DeLeon One Year Later August 2011
  41. 41. No One revisits a customer concern one year later--- except ME! @Ramon_DeLeon
  42. 42. @Ramon_DeLeon
  43. 43. Customer Service – Three Years Later @Ramon_DeLeon 2013
  44. 44. Become a Case Study @PartyAficionado http://www.slidesh are.net/ctlaws/a- twitter-custserv- case-study-by- partyaficionado
  45. 45. Crisis Management Tuesday, June 17, 2014 47
  46. 46. Crisis Management Tuesday, June 17, 2014 48
  47. 47. Global Response
  48. 48. Crisis Management - How did I respond? Tuesday, June 17, 2014 50 • Re-Tweeted negative Tweets to inform my community • Commented on local blog posts • Provided links to health department inspections • Invited bloggers & customers to our kitchens • Contacted HQ and told them to send CEO to N.C to order & eat there and share via video • Didn’t sleep because of blog alerts and social mentions
  49. 49. @ScottMonty @DanielleSmithTV @LeanneJ
  50. 50. Crisis Management – What were the results? Tuesday, June 17, 2014 52 6.34% Sales Increase
  51. 51. Focus on the feeling @Ramon_DeLeon
  52. 52. Increase Depth of Conversation • Change the Social Media Philosophy to one of ENGAGEMENT. • Don’t post to end a conversation. • Strive for the dialogue. @Ramon_DeLeon
  53. 53. Increase The Span of The Conversation • This is not Monday – Friday 9-5 • Ignite the conversation! @Ramon_DeLeon
  54. 54. Customers are an investment @Ramon_DeLeon
  55. 55. @Ramon_DeLeon
  56. 56. No Social Links!
  57. 57. Bad Social Media Disease Melbourne
  58. 58. London Heathrow Airport Hamburg Airport
  59. 59. Bad Social Media Disease
  60. 60. Customers are an investment https://www.youtube.com/watch?v=SZ-nnhV0rYs
  61. 61. Fuel Emotion!
  62. 62. How did we make Mom feel?
  63. 63. @KatzsDeli
  64. 64. Marketing department defines the customer’s need. Use social media to get your customers to do the selling.
  65. 65. If you want to Humanize your brand: “Trust Your Instincts” @Ramon_DeLeon
  66. 66. “Be your own CAFFEINE!
  67. 67. Don’t Be Lazy or Boring! @Ramon_DeLeon
  68. 68. DONE beats PERFECT! There are no shortcuts and be transparent.
  69. 69. @Ramon_DeLeon
  70. 70. #Gen NEXT @Ramon_DeLeon
  71. 71. Social Media and Generation #NEXT
  72. 72. “Kids today don’t want to grow up to be President, they just want to get his attention” @Ramon_DeLeon
  73. 73. Does this belong in your office? @Ramon_DeLeon @JBBElementary
  74. 74. Two Essential Tips
  75. 75. “Even though we carry the remote control of Life in our hand, it’s up to us to change the channel” @Ramon_DeLeon
  76. 76. Get their attention because people are BUSY! @Ramon_DeLeon
  77. 77. TV’s are 2nd or 3rd Screens
  78. 78. Individualization of Content
  79. 79. What do Kids Love?
  80. 80. Social Media Is About People Not Technology May 2010 Caracas, Venezuela February 2013 Oslo, Norway
  81. 81. •Take Risks •Enjoy the Ride •Listen to the customer
  82. 82. Work, Play and Create with the Passion of a Child!
  83. 83. @Ramon_DeLeon
  84. 84. Ramon.DeLeon@RiseInteractive.com

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