taking your brand to social spaces
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1Copyright © 2010 Arlington Mill Group, LLC
Taking Your Brand to Social Spaces
San Francisco ● Washington, DC ● Seattlewww.arlingtonmillgroup.com
2Copyright © 2010 Arlington Mill Group, LLC
Social Networks
45.4%
Digital Infrastructure
44.5%
Search 27.0%
Mobile 26.8%
Source: “2010 Digital Marketing Report”, Society of Digital Agencies
Social dominates brand executives’ 2010 “top priorities”
3Copyright © 2010 Arlington Mill Group, LLC
4Copyright © 2010 Arlington Mill Group, LLC
BrandThe overlooked aspect of
social persuasion
5Copyright © 2010 Arlington Mill Group, LLC
Do brands
still matter?
6Copyright © 2010 Arlington Mill Group, LLC
Brands are artificial constructs we use to understand a complex world.“Ben KunzMediaassociates.com
7Copyright © 2010 Arlington Mill Group, LLC
• Customers form enduring associations with a company or product• Those associations guide
consumer purchase decisions
1955Burleigh Gardner and Sidney Levy:“The Product and the Brand”
8Copyright © 2010 Arlington Mill Group, LLC
Then
brand marketing
Marketer’s goal: sell the brand
• Find the customer• Tell them your story• Repeat over time
9Copyright © 2010 Arlington Mill Group, LLC
Now
brand
Marketer’s goal: influence and encourage
• Enable customer to find you• Encourage interaction and comment
10Copyright © 2010 Arlington Mill Group, LLC
• They struggle to be heard.
• They aren’t remarkable or useful.
• They offer the wrong things.
Why are so few brands social?
11Copyright © 2010 Arlington Mill Group, LLC
• They struggle to be heard.
• They aren’t remarkable or useful.
• They offer the wrong things.
Why are so few brands social?
12Copyright © 2010 Arlington Mill Group, LLC
Traditional Brand Content
Social + Data Feeds are over 500x larger
Brand-generated content is dwarfed by
Source: http://oedb.org/library/college-basics/invisible-web; Jon Samsel, “Mastering Your Online Marketing Strategy”
conversationsand
data feeds
about your
brand
13Copyright © 2010 Arlington Mill Group, LLC
Brand
Marketer
14Copyright © 2010 Arlington Mill Group, LLC
• They struggle to be heard.
• They aren’t remarkable or useful.
• They offer the wrong things.
Why are so few brands social?
15Copyright © 2010 Arlington Mill Group, LLC
Social media is a cocktail party.“
David Meerman ScottAuthor, “The New Rules of Marketing and PR”
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Is your brand:
a)Accessible?b)Interesting?c) Useful?
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• They struggle to be heard.
• They aren’t remarkable or useful.
• They offer the wrong things.
Why are so few brands social?
18Copyright © 2010 Arlington Mill Group, LLC
Thesedo notmake your
brand
logos trademarkstaglines PR Q&Abrand guidelinesmission statementcompany boilerplatemessaging frameworknaming conventionsusage restrictionsvisual brand elementscorporate websitemarketing templatesexecutive talking pointsproduct positioningcorporate statements
19Copyright © 2010 Arlington Mill Group, LLC
Thesedo
make your
brand
peoplecultureideascontributionsproductsserviceinnovationsmotivationscauses
20Copyright © 2010 Arlington Mill Group, LLC
The goal is not to create a brand
It is to uncover and enable your true brand… and express it to the world
21Copyright © 2010 Arlington Mill Group, LLC
Get In the Conversation1Show Your Personality 2
Build Trust3React and Improve4
How do you enable a social brand?
22Copyright © 2010 Arlington Mill Group, LLC
Get in the conversation
1
23Copyright © 2010 Arlington Mill Group, LLC
Get In the Conversation
• Start with audiences that already care – then build outward
• Target the social tools and spaces that fit your audience and your brand
Target wisely
• Product-focused conversations are ok… if that’s what your customers want
• Listen more than you talk
Enter core-brand conversations
• Move into conversations related to your brand – only if you have something to add
• Maintain brand relevance
Enter brand-adjacent conversations
1
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Show Your Personality
2
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• One that works for your customers and brand
• Boring is not a “style”
Set your tone
• Recruit compelling voices from across your company
• Let them contribute in their own voice
Find your stars
• Eliminate canned communication and messages
• Don’t be afraid to apologize
Be human
2Show Your Personality
27Copyright © 2010 Arlington Mill Group, LLC
2Show Your Personality
28Copyright © 2010 Arlington Mill Group, LLC
Build Trust
3
29Copyright © 2010 Arlington Mill Group, LLC
• Don’t try to control your users – link freely
• Share and attribute the good ideas of others
Share
• Offer information and insight• Focus on substance, not polish
Contribute
• Be transparent • Honor your commitments
Be Honest
3Build Trust
30Copyright © 2010 Arlington Mill Group, LLC Images: Scott Ableman – http://www.flickr.com/photos/ableman/
3Build Trust
“3M Carjacks the Post-It Note Jaguar”“3M’s Post It Note
Car: How Not to
Do Viral
Marketing”“ Learning from the 3M Post-It Note Debacle: Social Media Ethics Defined”
Some not-so-great responses from the online blog community:
31Copyright © 2010 Arlington Mill Group, LLC
React and Improve
4
32Copyright © 2010 Arlington Mill Group, LLC
• Intervene when needed – don’t wait for a crisis
• Don’t focus just on the loudest 5% of your users
Respond
• Track and measure brand reactions regularly…
• But don’t overreact to short-term trends
Track
• Measure digital marketing performance• Benchmark yourself against others
Optimize
4React and Improve
33Copyright © 2010 Arlington Mill Group, LLC
4React and Improve
34Copyright © 2010 Arlington Mill Group, LLC
4React and Improve
• Heardable.com is a good tool for scoring your brand’s online performance
• Rates your brand on 40 brand variables, in 6 categories, in real time
• Useful for benchmarking and comparing your brand to others
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4React and Improve
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Discussion
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Krim Stephenson
kstephenson@arlingtonmillgroup.com
www.blindedbymarketing.comblogwww.arlingtonmillgroup.comwebsite
@arlingtonmilltwitter
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