developing your online presence in social media

1

YOUR ONLINE PRESENCE IN SOCIAL MEDIA

2

WELCOME

LYNNE D JOHNSON

Dir. Digital & Social Brand Strategy & Marketing Waggener Edstrom @lynneluvah

3

WHAT IS A BRAND?

4

not a list of features or services not an inventory of advantages not just a pretty picture or a snazzy ad

a brand is a PROMISE

5

IN TODAY’S FRACTURED MEDIA LANDSCAPE, FOLLOWING THROUGH ON THAT PROMISE IS HARDER THAN EVER.

6

CUSTOMERS ARE…..

Cranky... easily distracted... & hard to impress.

7

WHAT DO YOU NEED TO DO TO BUILD AN ONLINE PRESENCE THAT…

8

…and fulfills the brand PROMISE?

Hits like a sock in the jaw…

Makes you stand up and cheer…

Connects with real emotion…

9

UNDERSTAND your audience.

KNOW what your brand means.

CREATE a story that connects.

LISTEN & engage.

LEARN!

10

GREAT BRANDS DON’T HAPPEN BY ACCIDENT, THEY ARE DESIGNED.

11

“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You…”

- Tom Peters

12

13

TAKING CONTROL OF OUR PERSONAL BRAND ENABLES US TO:

•  Differentiate ourselves •  Position ourselves in the minds of others •  Focus our message and our mission •  Project credibility •  Inspire confidence •  Develop loyalty •  Make positive connections •  Build meaningful relationships

14

BUT HOW DO WE DO THAT?

15

BRAND PROMISE

BRAND REPUTATION VS

16

Richard Effenson and Jonathan Knowles of MIT Sloan Management explained it like this,

“Brand is about relevancy and differentiation (with respect to the customer), and reputation is about legitimacy (of the organization with respect to a wide range of stakeholder groups, including but not limited to customers).”

17

IT IS NOT JUST WHAT YOU SAY, BUT ALSO WHAT YOU DO.

18

TELL A STORY THAT IS RELEVANT, REAL, AND REPEATABLE.

19

CREATE… CONTENT CONTEXT CONNECTION… TO ENGAGE AND INSPIRE

20

BEGINNING MIDDLE END

ESTABLISH STORY SETTING AND CHARACTERS

CHARACTERS PROBLEM OR CONFLICT

RESOULUTION

EVERY GOOD STORY

21

22

SO WHAT’S YOUR STORY?

23

THANK YOU

© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.