BUILD A BRAND-DEFINING EXPERIENCE THAT WOWS
ABOUT PARKER LEPLA
Expertise: • Brand experience strategy • Internal branding • Web and social media strategy • Marketing communications • Naming, visual identity and taglines
WHO WE WORK WITH
• The promise you keep with employees and customers in everything you do and say – Built from consistent social experiences
that inspire, engage and build trust
WHAT IS BRAND?
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THE MODEL FOR BRAND IS SHIFTING
Marketing
Employees
Management
Brand Promise
Customer Customer Customer
Customer
Customer
Customer
Customer
THE OLD BRAND MODEL
THE NEW BRAND MODEL
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Social Experience
A NEW PARADIGM
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Brand Promise
HOW DO YOU DO IT?
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Relevant, useful, differentiated experiences that wow your
employees and customers and bring your brand into clear definition for
them and their lives.
BRAND-DEFINING EXPERIENCES
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AUTHENTICITY IS BRAND DEFINING
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Passengers felt delighted, recognized and valued at an unexpected moment
SURPRISE AND DELIGHT IS BRAND-DEFINING
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• Best Practice meetings and Happy Hour gatherings to share, regroup and enjoy each other
• Work and Play days = half day vision setting, half day fun team outing
• “What do you want to learn?” coaching system • Employee blog showcasing our intellectual POVs • Facebook contests with fans and clients
“THE SMALL STUFF” IS BRAND-DEFINING
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DEMONSTRATIONS OF YOUR CULTURE ARE BRAND-DEFINING
WHAT DO THESE HAVE IN COMMON?
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Social
Demonstration of promise
Recognition of individuals
Opportunities for self-
expression
What’s a brand-defining experience you’ve had? What is your organization’s brand-defining experience?
Are you delivering a similar experience for your employees?
QUESTION?
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5 ways to engage employees through SOCIAL BRAND-DEFINING EXPERIENCES
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TRUE ENGAGEMENT LOOKS AT EXPERIENCE FROM THEIR POV
1. CREATE AN INTERNAL BRAND COMMUNITY FOR INFORMATION AND KNOWLEDGE SHARING
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TGI FRIDAYS-UK
• Employee site that is almost entirely populated by employee generated content
– Showcases employee talent
– Employee written blogs
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Highlight the expertise of employees through thought leadership blogs for clients/customers.
2. EMPOWER EMPLOYEE THOUGHT LEADERSHIP AND INNOVATION
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KODAK USES BLOGS AND TWITTER TO PROMOTE EMPLOYEE EXPERTS
Source: http://smartblogs.com/socialmedia
3. RECOGNIZE EMPLOYEES IN ON-BRAND
WAYS
• Create a “Facebook-like” feed on your intranet for sharing kudos for others • Allow people to share those kudos on Facebook through a LIKE button • Post employee “wins,” promotions and other accomplishments on Facebook or Twitter • Give employees recommendations on LinkedIn • Share praise for jobs well done and announce promotions and staff changes
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Create online “suggestion box” for employee ideas for new products/services, enhancements or suggestions on company direction
4. PROVIDE OPPORTUNITIES FOR INPUT INTO DIRECTION OF COMPANY
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And, help customers experience the brand in action
5. HIGHLIGHT IMPORTANCE OF EMPLOYEES IN COMPANY SUCCESS
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• Have employees listen in on conversations on Twitter, Facebook, Blogs and LinkedIn for mention of company’s brand
• Develop strategy for employee response and engagement in online conversations about brand
BONUS: ENGAGE EMPLOYEES IN SOCIAL LISTENING AND PROMOTION
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Followers feel recognized, valued and heard.
Employees get one-to-one customer contact.
BRAND-DEFINING ACTS OF KINDNESS
28 Source: http://www.trendwatching.com/briefing/
• Employees who are more inspired and engaged: – Perform at their highest level and are
more productive – Provide greater service to your customers – Promote your brand to others more often
and with more passion – Are more loyal
BENEFITS
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GETTING STARTED
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START BY CLEARLY DEFINING YOUR BRAND
• Why they chose to work for you • What they are looking to accomplish
in life and in work • What they need in order to
accomplish that • What motivates them, and makes
them feel appreciated and valued
KNOW YOUR EMPLOYEES
32 http://motivationalcartoons.co.uk/tag/goals
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MAP THEIR DESIRED EXPERIENCE
• Based on strategies that: – Meet most employee needs/goals – Create connection among employees and
leadership – Empower employees to champion the
brand
PRIORITIZE
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• Employee adoption and use (surveys and analytics)
• Adherence to guidelines for use (monitoring) • Sentiment and morale (monitoring and
surveys) • Engagement (frequency of sharing,
commenting, contributing via monitoring, analytics and surveys)
MEASURE AND TEST
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• #tcbSM4HR on Twitter • www.onlinebrandex.com (the site for our online brand
experience division) • www.integratedbrand.com (blog/resources library) • www.facebook.com/parkerlepla (fan page) • www.twitter.com/parkerlepla (our Twitter account) • www.slideshare.net/parkerlepla (our presentation site)
• My email: [email protected]
QUESTIONS?
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