social media and the rise of the brandividual
DESCRIPTION
The Age of the Brand is waning and the Age of the Brandividual is rising. What does that mean for your business? What are the pros and the cons of the brandividual? How do you engage brandividuals in social media?TRANSCRIPT
Social Media & the Rise of the Brandividual*CNW Media Breakfast: March 26, 2009
#KateRocks
#CNW
Today, let’s discuss …
What is social media? Brand Brandividual Implications for business Practical things you can do
LintBucket Media (LintBucket.com) is a boutique marketing agency headquartered in Vancouver that focuses on social media marketing and community building.
Our Services:
Social Media Marketing & Communications
Blogger Outreach Programs
Community Development
Internal Social Media Implementation
SEO-driven Copywriting
OneDegree.ca is one of Canada's leading online publications about digital marketing, online communications and social media -- penned by some of Canada's bright lights and rising stars in these areas.
MyNameIsKate.ca – blogging about the intersection of marketing, technology and design, plus other juicy bits.
http://mynameiskate.ca/brandividual.html
What is social media?
Social media is information content created by
people using highly accessible and scalable
publishing technologies that is intended to facilitate
communications, influence and interaction with
peers and with public audiences, typically via the
Internet and mobile communications networks.
~ Wikipedia
http://fasticon.com/freeware/
http://www.flickr.com/photos/astromysicism/2928862568/
http://sxoop.com/twitter/
American Medial Association
http://en.wikipedia.org/wiki/File:Pig-pen_peanuts.PNG
http://sxoop.com/twitter/
The Age of the Brand is Waning
The Age of the Brandividual*
People Figures: David Armano - Logic + Emotion Blog
*Hattip to David Armano
http://darmano.typepad.com/
What is a brandividual?
Not just any employee.
A passionate employee.
Passionate about:
Your Company
Your Products
Your Customers!
Resource: http://mashable.com/2009/01/21/best-twitter-brands/
Why is the
brandividual good
for business?
In the short-term:
Trust!
““It’s harder to It’s harder to distrust a distrust a person than it is person than it is to distrust a to distrust a corporation.”corporation.”
DeloitteDeloitte
Istockphoto.com
YourCo
“At the same time we get information (from a person), we get information about the character of the person giving the info.”
~ Nora Young, CBC Radio … on using social media
Istockphoto.com
Why else is the
brandividual good
for business?
Longevity(everything lives forever on the internet)
Here’s where social media works for
business
What’s the
downside of
brandividuals?
Istockphoto.com
http://www.flickr.com/photos/lovethedaisy/2661204242/
http://www.flickr.com/photos/swanksalot/105848786/
http://www.flickr.com/photos/22280677@N07/3346026450/
It’s still early days.
Experimentation is OK*
* If you’re not a jerk about it
Lessons Learned by P&G
Cause matters
Personal networks trump paid placements
Social media is a full time commitment
Suspicion runs rampant
You can't please all the people all the time
http://blogs.forrester.com/ebusiness_strategy/2009/03/lessons-from-pg.html
Let’s Get Practical …
Where do you start?
Own Your Name
You can’t have every variation of every brand you own.
But try to register your preferred name on the major services.
Be Human
Identify the brandividuals behind your accounts.
All public-facing employees should have LinkedIn Profiles
Don’t Accept the Default
Each social media has it’s own best practices.
And it’s not the default settings.
Know Where Your
Customer Lives
You don’t have to be everywhere.
Use the tools to find and engage your community.
Resource Recommendations …
http://www.forrester.com/Groundswell
http://www.friendswithbenefitsbook.com/
Disclosure: I am the technical reviewer of the upcoming printed edition.
Resource Recommendations …
Chris Brogan - social media and community strategy - http://www.chrisbrogan.com
Mashable - Web 2.0 and Social Media News & Analysis (tool oriented) -http://mashable.com
ReadWriteWeb - Web Apps, Technology Trends, Social Networking - http://readwriteweb.com
Jeremiah Owyang - Social Media & Web Strategist for Forrester Research - http://www.web-strategist.com/blog
Universal McCann's Report - When Did We Start Trusting Strangers - http://www.universalmccann.com/
Pew Internet & American Life - http://www.pewinternet.org/
Questions?http://www.flickr.com/photos/calavera/65098350/
http://www.flickr.com/photos/vernhart/1574355646/
