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Building A Better Brand Fall 2009
5 October 2009Tunica, MS
Olivier Blanchard@thebrandbuilder
#sprf09
I
Olivier A. BlanchardPart of what I do consists of helping companiesdevelop, integrate, manage and measure social media programs.
Social Media and communicationscan’t be divorced from brand management.
@thebrandbuilderwww.thebrandbuilder.wordpress.comwww.thebrandbuildermarketing.com www.smroi.net
About Social media - First things first:
What this really is: People talking with people.
(Which is nothing new, really.)
People connecting with each other.
People creating communities…
on their own terms.
People sharing their passions.
People sharing their outrage.
How does this fit in with traditional marketing?
AdvertisingPR
MarketingWeb
events
The Public
Command and Control Model
You are here
Messaging & Branding
FACT: People no longer trust advertisingand traditional corporate channels.
Online banner ads: 28%E-mail (opt-in): 48%Television, magazines, radio: 55%Newspapers: 66%Recommendations from consumers: 78%Word-of-Mouth: 62%-93%
(Depending on the country)
Some Nielsen Statistics on consumer trust:
New Technologies have given people the power to
tune out messaging and marketing…
… and tune into relevance and dialogue.
Traditional marketing has been interrupted.
Invasion of the micro-channels.
The web no longer belongs to marketers.
People are again turning to each other…
Because they can.
Blogs
The Emergence of New Media
Blogs are now read by 24% of adult Internet users, up from 13% in 2006
Social networks are now used by 26% of adult Internet users, up from 17% in 2006
Mobile platform users will double by 2013 in the USTxt + SMS (including Twitter SMS) already > voice.
Source: mashable
200 Million users+ worldwide100 Million users log in dailyThe average user has 120 friends (WOM)Daily, 4 million users become fans of a page30 Million + users access FB via mobileAverage stay on site is over 13 minutes
185 Million UsersPrimary age demo: 14-34
Still the top social app. For youth.Average stay on site is over 10 minutes
11%+ of adults online now use Twitter 12+ million users worldwideTwitter Search may threaten GoogleMore and more online conversations now occur hereEvents and websites are discovered here“Twitter is Word-of-Mouth on steroids.” - @GaryVee
Blogs
BLOGS133+ Million worldwide (50% are here)25% of internet users read blogs daily (up from 13% in 2006)Brands without blogs are losing tractionNo blog/dynamic content = weak SEOFastest growing demo: Women 24-55
9% MoM Growth
85M Visitors in August
8.9 billion YouTube videos viewed in July.Downloaded by 120.3 Million US viewers
(That’s 1/3 of the US population.)
Total videos viewed on the web in July: 21 Billion
Source: Comscore
Your customers = a vibrant community.
And they’re doing their own thing.
They choose when to hang out with you.
Social Media can help organizationsconnect with existing communities
And create new ones.
Ways in which Social Media can help your business:
SalesNet New Customers, Increased Frequency of Transactions, promo exposureIncreased yield (average $ value per transaction), and product penetration
Customer SupportImmediate feedback and response, positive impact in public forum, cost reduction
Human ResourcesMore effective recruiting, online monitoring of employee behavior (risk management)
Public RelationsOnline Reputation Management, improved brand image via Social Web
Customer LoyaltyIncreased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence
You are no longer in the business of creating value.
You are in the business of creating importance.
People don’t get their coffee from Starbucks because of “value”.
People get their coffee from Starbucks because getting their coffee from Starbucks is important to them.
Pride.Image.
Exclusivity.Passion.
Uniqueness of Quality.Sharing in a common passion.
Plant your flag. Stand for something. Stand out.
But don’t forget to listen.
Tip 1: Vertical Vs. Lateral Engagement
By the way...
There are 2 forces at work in Social Media:
Vertical EngagementAnd
Lateral Engagement
This is important.
Vertical Engagement= Brand + Customer.
Great Experiences & Brand Loyalty.
(This is not a monologue)
Lateral Engagement = customer + customer
Validation and Scale.
How does this fit in with traditional marketing?
AdvertisingPR
Marketing
Web
events
The Public
Command and Control Model
Vertical
Messaging & Branding
Lateral
People share things they love.
Twitter, YouTube and Facebook Are word-of-mouth on steroids.
“The community closes the sale.”- Porter Gale (@virginamerica)
Virgin America invests in the good will of customers, simply by publicly acknowledging and supporting them in the same channels where they’re communicating.
Tip 2: The mechanics of Engagement
How does this all fit into your existing web strategy?
website
Blog
video
Management
NewsInfo
Action
Stories
Creating a Twitterface page promotes awareness and engagement.
Today’s recommendation: Twitterface
Engagement
Outbound Thinking: Seeding channels
Your website
“Reaching out” basically means planting seeds.
Think of reaching out as spreading your content.
This is basic distribution across various channels.
Outbound Thinking: Spreading Content
Write a blog post Share it on Facebook and Twitter
Create an eventOn Facebook
Share it on your blog and Twitter
Create a #chat on Twitter Share it on your blog and FaceBook
Outbound Thinking: Spreading Content
Tip 3: Listening & Monitoring
Do you really know how to listen?
More Sentiment Analysis
Create Listening Posts Online
BRAND
Blogs
Listening & Monitoring platforms/tools
http://www.socialmention.com/
http://www.peoplebrowsr.com/
http://pipes.yahoo.com/pipes/
http://techrigy.com/
http://www.radian6.com/cms/home
http://www.netvibes.com
http://www.twitscoop.com/
http://twitterface.com
Tip 4: Responding
(Yes, you’re on 24/7/365 now.)
Responding to the public
Your website
Responding to your audience comes in 2 forms:
1. Conversational Responses (chat)2. Informational Responses (link)
Either way, never argue, always be helpful, don’t Ever become defensive.
Engagement
PR
Responding to the public
The river to or about you Custom
TweetDeck allows you to create follower categories
Search Basic Basic Compound
Crisis Management1. Have a crisis/response plan.2. Make sure everyone knows the plan. Write it out. Keep it in an
obvious place.3. Train and drill the plan.4. Let the press release or official statement guide your responses.5. Link to the official statement on Facebook, Twitter, the blog, etc.6. Monitor Social Media for mentions of the incident.7. Be prepared to respond or answer questions on Twitter and
Facebook.8. Do not argue with detractors. Calmly state the facts. Be Zen.9. Be honest and transparent. Social Media dwellers smell BS a
mile away. 10. A swift, kind, honest discussion on Twitter can turn a disaster
into a mere scrape. Relax and don’t take attacks personally.
Tip 5: How to manage a Brand on Twitter
http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
Brand Management on Twitter
Face are personable, but lack context
Brand Management on Twitter
Logos are clear, but impersonal
Brand Management on Twitter
Combining faces + logos = humanity + context
Brand Management on Twitter
The 1-800 number.The lobby.What people search for
http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
Brand Management on Twitter
http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
Brand Management on Twitter
http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
Brand Management on Twitter
http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/
Measurement & Accountability
Some thoughts about ROI and measurement
R.O.I.RETURN ON INVESTMENT
THE R.O.I. EQUATION
Investment Expectation of return
ROI =COST OF INVESTMENT
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
THE R.O.I. EQUATION
Non-financial impact is not ROI (yet).
Types of non-financial impact
Website Visitors
Click-throughs
Visitors to a brick & mortar store
Positive press
Positive WOMNegative press
Negative WOM
Customer complaints
Employment applications
Retweets
FaceBook friendsBlog comments
Social mention
YouTube views
Twitter followers
Impressions
Delivered emails
Coupons distributed
ROI = actualized potential.
Non-Financial Measurement & Accountability
1. Set Goals2. Set Standards3. Set Milestones4. Pick the right measurement tools for the job
http://www.google.com/analytics/
Track website visitsMonitor visitor behavior
Track the growth of your Twitter AccountMonitor your Twitter stats
http://twittercounter.com/pages/dashboard_info
Track video downloadsTrack video embedsTrack traffic from SM outposts to your website
Track FB & LinkedIn group membersTrack blog visitors & commentsTrack offline numbers and results
Track online mentionsCompare mentionshttp://www.blogpulse.com/trend
Examples of free tools:
3. Be easy to find.“search”/ SEO, broad digital footprint.Always be where your audience is.
2. Take a leadership role.blog, facebook group, twitter, events,lectures, media relations, branding.Inspire. Become important again.
1. Join your community.blogs, facebook, twitter, events, groupsforums, fund raisers, media.
Reconnect with your audience.Partner with them more.
4. Inspire passion.What you do is important. What you do matters.
Ask away.
Olivier Blanchard864.630.7398www.thebrandbuildermarketing.com@thebrandbuilder (on Twitter)
