brand redefined

brand:redefinedsocial media and the ever-changing notion of your brand

Universidade Catolica Portuguesa Formação Avançada em Media SociaisApril 24, 2012

Joel Postman

Copyright 2012 – 2013, Joel Postman & Socialized PR

mailto:[email protected]

http://www.socializedpr.com/




one of 2009’s top five “must-read” social media marketing books




brand: 1100 a.d. :a long time ago

noun \ˈbrand\

Middle English, torch, sword, from Old English; akin to Old English bærnan to burn. First Known Use: before 12th century




brand: 1840s :industrial revolution

noun \ˈbrand\

a. A trademark or distinctive name identifying a product ora manufacturer.b. A product line so identified: a popular brand of soap.

Manet's Bar at the Folies-Bergere, 1882Bass Ale: First U.K. trademark, 1876,

possibly first in the world




brand: 1980s :david ogilvy

noun \ˈbrand\

The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.




brand: 2008 :me

noun \ˈbrand\

our experiences with a company’s products, services, employees and customers, and the way they shape our perceptions of the company.




the experience is the marketing

• Differentiates companies and products

• Increases customer value and loyalty

• 1998!

- Commodity business: charges for undifferentiated products.- Goods business: charges for distinctive, tangible things. - Service business: charges for the activities you perform.- Experience business: charges for the feeling customers get by

engaging it.




brands & markets are conversations

• Markets are conversations

• Market is a noun, not a verb

• Markets consist of people, not

demographic sectors

Cluetrain Manifesto, 1999 Copyright 2012 – 2013, Joel Postman & Socialized PR



listening into your brand




reputation

noun \reputation\

The aggregate of public perceptions of a company's social, political, ethical and business behavior, and how people engage with the company based on these perceptions.




consumer sentim

ent




http://search.twitter.com/










influence

the power to affect persons or events. A cognitive factor that tends to have an effect on what you do.




metcalfe’s law

the value of a network is proportional to the square of the number of connected users (n2)




measuring influence

• Klout measures influence by measuring clicks, tweets, & comments

• Marketers attempt to connect online conversations to offline buying behavior

– True Reach: How many people you influence– Amplification: How much you influence them– Network Impact: The influence of your network




klout: how meaningful?




not very• Twitter poll to determine who is more influential

• Joe Fernandez (founder of Klout)

4,832 TweetsFollowing 654Followers 8,098Listed 792

• Evan Williams (founder of Twitter)

6,333 TweetsFollowing 1,346Followers 1,395,276Listed 17,337




measuring influence on twitter












peoplebrowsr kred




summary

• Consumers are now a major part of your brand experience

• Consider dictionary definitions of influence above social media usage

• Influence is difficult to measure• The conversation continues, with or without

your company




[email protected] facebook/postman@jpostman

brand redefined

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