How to do brand-based social media

HOW TO DO BRAND-BASED SOCIAL MEDIA

WHO WE ARE

WHAT WE DO

Brand strategies and execution that bring your entire online presence—from your web site to your social

media presence and online marketing—into alignment with your brand.

WHO WE WORK WITH

YOUR BRAND IS UNDER THREAT

• The number and velocity of marketing messages has increased exponentially

• Central authority figures are no longer authoritative

• Brand relationships are based more on cultural phenomena than quality or reliability

• Trust is not a given—it is earned, cultivated and rewarded

THE MODEL FOR BRAND IS SHIFTING

OLD BRAND MODEL

brand

• Rather than a monologue to the masses, it’s engagement among managers, employees and customers

• That seeks to build sustainable relationships with all brand stakeholders and create champions that spread the word

THE NEW BRAND MODEL

• Based on real value• And, connected and shared

experiences• That build deeper relationships • And, promote branded self

expression

TODAY’S BRANDS ARE COMMUNITIES

BRAND RELATIONSHIP MODEL

BRAND HOME

PERSONAL LIFE

PERSONAL COMMUNITIES

Mgmt.EmployeesPartners

FriendsFamily

Peers and NetworksBrand CommunitiesMessagin

gProducts

Experiences

AssociationsSelf-expression

That you become a social brand—one that creates an open culture where customers, employees, and all other

stakeholders are invited to participate in shaping the brand.

It requires…

IN THIS NEW MODEL AUTHENTICITY IS KEY

Social media has seeped into the broader culture, not just with tweens and not just with consumers.

IT’S PERVASIVE

• 60% of Americans use social media

• 85% of users believe a company should not only be present but also interact with its consumers via social media

• 56% of users feel they have a stronger connection with and are better served by companies when they can interact with them in a social media environment

93% of social media users believe a company should have a presence in social media

The 2008 Cone Business in Social Media Study

THE MORE YOU ENGAGE, THE STRONGER YOUR BRAND

• Companies that were deeply and broadly engaged in social media last year recognized an 18% growth in revenue

• Those who sat by the sidelines saw a 6% decline –Engagement db’s

ranking of the top 100 Global Brands, July 2009

BRAND-BASED SOCIAL MEDIA

It’s not just about being out there and participating, it’s about being authentic and bringing value.

BRAND IS OFTEN MISSING IN SOCIAL MEDIA

EMPOWERING YOUR WORKFORCE

http://www.youtube.com/watch?v=H_jhLGxH-m4

PROMOTING CONNECTEDNESS

http://www.facebook.com/pages/Mayo-Clinic/7673082516

BREAKING DOWN BIG-BRAND BARRIERS

http://mystarbucksidea.force.com/

GIVING A HUMAN VOICE TO YOUR BRAND

http://twitter.com/Zappos

ASKING YOUR CUSTOMERS WHAT THEY WANT

CROWD-SOURCING NEW PRODUCTS

DEVELOPING YOUR BRAND-BASED SOCIAL MEDIA STRATEGY

• Today’s brands are communities • How can you give customers a way

to interact with you that fulfills their interests?

• How can you communicate in a way that feels more like a dialogue than a monologue?

FIRST, BE SOCIAL

• Outline the business objectives or goals for building your community

• Define what success looks like

DEFINE YOUR OBJECTIVES

CHOOSE TOOLS WISELY

• What types of people are there? How do they classify themselves?

• What are they saying? What are they doing?• Who and what are they talking about? • What kinds of discussions are going on about

the topic?

THEN, LISTEN

• Identify the appropriate people on your team who will be participating, posting, engaging• Set the rules for engagement• Define the topics, ideas and activities you will engage in for each social media channel you have outlined• Think offline too and supplement with face-to-face engagement and continue the conversation online• Set timelines, budgets and metrics

DEVELOP YOUR STRATEGY

ENGAGE

• Measure• Adjust, and• Feed it all back into the

community

AND, LASTLY

• Twitter.com/parkerlepla• Twitter.com/travisjen• Parker LePla on Facebook and LinkedIn• Integratedbrand.com• www.onlinebrandex.com

QUESTIONS?