Is your brand at the center of your marketing program?

Is Your Brand at the Core of Your Social Media Program? in 2011 it better be … #brandit

@bolsocial 2010.12.08

#brandit

Housekeeping … to Get the Slides

Request a 1-on-1 lab online

Recorded presentation & slides will be sent via email following the event

Become a Fan of BusinessOnLine at: www.facebook.com/BOLOptimized

http://www.businessol.com/labs

1

2

@BOLSocial

if Tweeting about this session, please use this hashtag:

#brandit

Follow the BusinessOnLine Social Media team on Twitter at:

3

#brandit

Meet the BOLSocial Media Team

Michael Weisfeld Director of Social Media Senior Web Strategist @mrweisfeld http://www.linkedin.com/in/michaelweisfeld

Howard Chen Senior Social Media Analyst @mynameshoward

@BOLSocial

if Tweeting about this session, please use this hashtag:

#brandit

Follow the BusinessOnLine Social Media team on Twitter at:

#brandit

Brands we’ve worked with …

#brandit

AGENDA

Keynote Address:

The Enhanced Importance of Branding The Story of a Good Brand

Brand Marketing

Cultivating Brand Love

The Human Connection

Smart Brand Equation

Communicate via the Brand

Hear from the Experts:

2011 Trends in Social Media Marketing

#brandit

Make this Session Interactive …

Follow along live & if Tweeting about this session,

please use this hashtag:

#brandit

QUESTIONS ??? please submit questions throughout today's session and they will be address in the final 15 min of the webinar.

Kevin Farr Social Media Analyst @BOLSocial

THE STORY OF A GOOD BRAND

The contribution of brand to the value of a company

#brandit

Zappos & IBM

#brandit

Branding can be a Differentiator

Trust Emotion Loyalty Connection Value Knowledge Honesty Integrity Appearance Interests Uniqueness

#brandit

A Unique Brand Identity Is Critical

Focus on authentic qualities - real characteristics of the value and brand promise

Infuse your identity in all facets of marketing – online and offline

Evolve with consumer attitudes and habits

#brandit

Brand Value Can Make a Big Difference

Source: http://www.collings.co.za/brand_valuation/

#brandit

Value of Brand Equity

+33% average contribution to the value of a company

Source: http://www.gfmag.com/tools/global-database/economic-data/10621-best-global-brands-2010.html

#brandit

?

POLL #1

Are you using Social Media to enhance your Brand

#brandit

Social Media Builds Brand Connections

BRAND MARKETING

Building trust through brand marketing

#brandit

Brand is an Important part …

… of the company and

communicates all aspects of the company to the consumer.

#brandit

Brand Marketing of Yesterday

In the past, at best a Brand had a billboard or a TV spot and consumers had limited product information.

#brandit

Brand Marketing of Today (2011)

Now, the marketplace is cluttered with lots of information and messaging competing for attention.

#brandit

Industries Are Saturated

At the core is the human drive to feel empowered by information throughout all stages of the purchasing life-cycle. So what does this mean for brands in the information age?

THE HUMAN CONNECTION

Developing a social media brand identity

#brandit

Brands Cultivate Emotional Bonds

Develop a brand identity that mirrors human attributes, is emotive in nature and lends itself to building trust so that you leave an indelible imprint on users.

#brandit

Brands Embody Human Attributes

Brands can be the voice of a company and personify human emotions:

Thoughts

Feelings

Perceptions

Images

Experiences

Beliefs

Attitudes

#brandit

Brands Create the Human Connection

a strong brand will

inspire people on the inside

SMART BRAND EQUATION

(Good Product + Awareness) x Love = Brand Equity

#brandit

Convert Awareness to Equity

( ( Smart brands understand their customers.

BUSINESS

#brandit

Harness Brand Passion

Social Media gives customers the tools to give back.

#brandit

Create Brand Love

Brand love translates to “perceived value” in the eyes of the customer.

Achieved through humanization of a brand and establishing connections.

Motivates people to ignore logic; fostering a “have to have it” attitude.

#brandit

Penetrating the Sphere of Influence

Inspire prospects to trust information originating from the brand

Activate existing customers to build trust for your brand within their personal networks

COMMUNICATE VIA THE BRAND

You’ve got the Brand now where are the people?

#brandit

Proper Brand Communication

Determine your audience’s NEEDS in relation to your brand, products and/or services

#brandit

Where to Communicate the Brand

The brand exists within a community, and the community benefits from the brand.

Understand where your audience spends time online and the rules of the online community

Interaction

#brandit

Communication Based on the USERS

Understand your audience’s social profile composition

Be on target with tone and messaging, and preferences

Social Profiles defined by:

#brandit

Communication Based on GAPS

Communicate missing information about a product or service offering.

Ensure all touch points are seamlessly enjoyable and integrated across channels.

Customer Service, Online, Public Relations, Advertising, Social Media, Sponsorships, Charity, etc.

#brandit

Communication Based on TRUST

Earn trust and inspire loyalty

Create a brand of empathy that demonstrates and understands users’ pains, hopes and goals.

Be conceptually on target with the product/service and what the company stands for.

#brandit

Communication Based on COMPETITION

Allows users to differentiate brands

Maintain openness and transparency

#brandit

Communication Based on NEED

New industry trends Product extensions

Emerging markets

Lessons learned from previous initiatives

Campaign analytics

Thought leadership

Customer Insights Survey feedback

Brand monitoring

#brandit

No Matter What the Communication

Always be consistent

Use the Brand as a filter

2011 TRENDS

Learnings from 2010 and adding value in 2011

#brandit

POLL #2

What is your Brand going to focus on in 2011? create ROI measurements Develop Internal Education & Training Apply Social Insights to Product Roadmap Determine Organizational Model Bet Buy-in from Stakeholders Develop a Listening / Monitoring Solution Get Tools and Technologies in Place Increase Budget / Headcount Create Policies and Procedures

#brandit

Methodology For Determining Trends

#brandit

2011 Social Media Trends

Internal Program Organization

Privacy Issues

Mobile Strategy

Social Commerce

Value Attribution & ROE (Return on Engagement)

Social CRM

#brandit

Internal Program Organization

More brands will look to define the internal structure of their social media programs so they can represent themselves as human beings instead of logos.

#brandit

Internal Program Organization

Get out from behind the logo! Formalize the program, empower your employees and engage.

Humanization of the brand requires strong brand participation on the employee level

Education and governance must be in place to empower employees to participate on the brand’s behalf

Importance:

#brandit

Internal Program Organization

Identify the internal structure your organization should achieve Assess the necessary budget, time, and resources required to reach this internal structure Assign roles and responsibilities

How:

#brandit

Internal Program Organization

Instill governance across all social media initiatives

Customer service

Branded/owned content production and promotion

Influencer and advocacy programs

Develop a social media center of excellence

Ongoing education

Oversight and support

Forward thinking

How:

#brandit

Privacy Issues

Consumers are becoming more aware of social media privacy. Brands should too.

#brandit

Privacy Issues

Consumers have heightened sensitivity & expectations about privacy in social media

i.e. Facebook’s privacy settings

Several social media initiatives utilize consumer information

Applications

Promotions and contests

Attribution analytics

Importance:

#brandit

Privacy Issues

Identify the data you’ll be collecting and how you’re going to use that data Understand FTC guidelines Review platform terms of use Perform audit of existing social media initiatives Apply ethical practices to ongoing social media initiatives

How:

#brandit

Mobile Strategy

“Your mobile strategy is an extension of you, your brand, your products, your image, your reputation and even your people. It reflects you. It represents you. It is you.”

– m-strat.org

#brandit

Mobile Strategy

Smartphone adoption is on the rise

More marketing focus on multichannel customer acquisition

Mobile is a strong tool for driving foot traffic, engagement, retention and BUZZ …

Importance:

#brandit

Mobile Strategy

Define goals Understand your personas Integrate mobile strategy into marketing strategy Develop mobile initiatives including:

Mobile application Location-based programs Ad placement QR codes

Review mobile strategy best practices

How:

#brandit

Social Commerce

Purchasing decisions are better made with others. Empower your customers to share their thoughts.

#brandit

Social Commerce

Peer influence can help push prospects through the purchasing process Gather customer insights on specific products or services Direct connection with customers with positive and negative reviews Utilize reviews in marketing materials

Importance:

#brandit

Social Commerce

Identify what motivates your users to proceed along the purchasing cycle

Install social commerce initiatives including:

Ratings and reviews

Informational content

QR codes

Group buying

How:

#brandit

Value Attribution & ROE

We can measure KPIs, but what about social media value? Success should be aligned with value.

#brandit

Value Attribution & ROE

Social media metrics must be aligned with program goals Assess campaign and platform effectiveness through attribution Each initiative should be accountable towards not only the conversion but also the sale

Importance: Customer Engagement &

Activity

Program Costs

Social Media Value

#brandit

Value Attribution & ROE

Measure customer engagement in the form of:

Lifetime engagement value

Referral value

Influencer value

Insights value

How:

#brandit

Social CRM

2011 will be about managing conversations.

#brandit

Social CRM

Consumers are in control of the relationship

Consumers want relevant and personalized content

Consumers want to be heard and contribute to the evolution of their favorite brands

Importance:

#brandit

Social CRM

Identify your buyer’s purchasing funnel Develop content specific to each phase along the funnel Attribute comments and inquires to a phase within the funnel Feed personalized/contextual messaging and content to the user to provide relevant and improved user-experience

How:

Awareness

Consideration

Direct Response

Purchase

Repurchase

Loyalty

Life-Style

WRAP UP

Conclusion & Questions

#brandit

In Conclusion

Build a human connection around your brand by developing your brand identity

Understand how to communicate your brand by looking at your users, gaps, trust, competition, and overall immediate needs

Create and facilitate brand love amongst your more passionate customers

Instill your brand identity into all social media initiatives moving forward in 2011

bu

sin

esso

l.co

m/l

abs

#brandit

Thank You! Questions?

Request a 1-on-1 Strategy Lab http://www.businessol.com/labs

Michael Weisfeld

Howard Chen

Kevin Farr

Director Senior Analyst Analyst

APPENDIX

#brandit

Meet your Host …

Michael Weisfeld Director of Social Media Senior Web Strategist http://www.linkedin.com/in/michaelweisfeld

Experience: Building Websites & Strategies since 2002 Background in “Big 5” Management Consulting

Areas of Web Expertise: Strategy Social Media Search Engine Marketing Usability Business Analyst

Some of the Brands I’ve helped >>>>>>>>>>>>>>>>>

@mrweisfeld

#brandit

Meet the Social Media Analyst

Howard Chen Senior Social Media Analyst

Experience: Social Psychology and Marketing Background 4+ Years of Usability and User Behavior Research 2+ Years Focus in Social Media

Areas of Concentration: Social Media Strategy and Tactics Social Media Monitoring User-Experience

Some of the Brands I’ve helped >>>>>>>>>>>>>>>>>

@mynameshoward

#brandit

Social Media is Maturing

Source:

http://www.slideshare.net/jeremiah_owyang/career-social-strategist

#brandit

Social Media is Estimated to Grow 34% Annually

#brandit

Social Networking Spend

From 2010 to 2015, social network promotional spending will grow about 380%.

#brandit

Brand Asset Valuator: Brand Strength

Source: http://s3.amazonaws.com/ppt-download/measuringbrandvaluepatrickcollings-100403083848-phpapp01.pdf

#brandit

Brand Asset Valuator: Brand Stature

Source: http://s3.amazonaws.com/ppt-download/measuringbrandvaluepatrickcollings-100403083848-phpapp01.pdf

#brandit

Brand Asset Valuator: Power Grid

Brand Stature (Esteem / Knowledge)

Bra

nd

Str

en

gth

(D

iffe

ren

tia

tio

n /

Rel

eva

nce

)