the social brand: engaging and activating customers
DESCRIPTION
Presented by Votigo at the 2013 Snowsports Industry of America SnowShow, Denver, CO, Jan. 31-Feb. 2.TRANSCRIPT
The Social Brand: Engaging and Activating Consumers
The Social BrandEngaging and Activating
Customers
Jeff RozicDirector of Marketing
@votigo
The Social Brand: Engaging and Activating Consumers
Starters
Thank You!
Questions…
#SIABluebird Photo
Giveaway• Follow @SIASnowsports
• Take a photo
• Search #SIABluebird and Retweet
The Social Brand: Engaging and Activating Consumers
Market Research
The Social Brand: Engaging and Activating Consumers
Engaging & Activating Your Social Audience • Share interesting content
• Elaborate your brand story
• Behind the scenes
• UGC, Personal Stories
• History, values, culture
• Photos, videos, articles
• Games & Apps
• Become a destination
• Promotions & Exclusives
The Social Brand: Engaging and Activating Consumers
Engaging Fans With Eye-Catching Content
The Social Brand: Engaging and Activating Consumers
A Destination for Great Content
The Social Brand: Engaging and Activating Consumers
Find the Best Social Channels for Your Brand
• UGC Videos
• Product
Demonstrations
• Interviews
• Behind the Scenes
The Social Brand: Engaging and Activating Consumers
• Daily Engagement
• Announcements
• Promotions
• Behind the Scenes
• Photos, videos, dialog
The Social Brand: Engaging and Activating Consumers
• Photos
• Behind the Scenes
• Visual Gallery
The Social Brand: Engaging and Activating Consumers
• Instant communication
• Event communication
• News &
Announcements
• One-on-one
communication
• Twitter chats
The Social Brand: Engaging and Activating Consumers
• Hang-outs
• Social Search
• Increase Visibility
• Long-term
The Social Brand: Engaging and Activating Consumers
Creating a Branded Destination
The Social Brand: Engaging and Activating Consumers
A Standalone Blog that Personalizes the Brand
• Quality Content
• Leverage Influencers
• Multiple Contributors
• Content destination,
with social support
The Social Brand: Engaging and Activating Consumers
Creating a Consistent Brand Image
The Social Brand: Engaging and Activating Consumers
The Social Brand: Engaging and Activating Consumers
Put Your Fans’ Lifestyle on Display
The Social Brand: Engaging and Activating Consumers
The Social Brand: Engaging and Activating Consumers
The Social Brand: Engaging and Activating Consumers
Showcase Your Products & Personality
The Social Brand: Engaging and Activating Consumers
The Social Brand: Engaging and Activating Consumers
3 Bigs…
The Social Brand: Engaging and Activating Consumers
3 Huge Advantages SIA Brands Have• Aspirational affinity/leisure/celebrity
• Visual stunning-ness
• The attention of your audience
anytime of day!
Your audience is literally thinking of you as
they go to sleep!
@jimmy_adams
The Social Brand: Engaging and Activating Consumers
3 Big Decisions You Must Make
• Who: handles your social?
Internal? Agency partner?
Athletes? Leadership? What
tools and budget do you
resource?
• Where: An abundance of
channels…which do you
choose? Where is your
audience?
• What: are you trying to
achieve?
The Social Brand: Engaging and Activating Consumers
3 Trends for Integrating The Social Brand:
1) Social is not a standalone
activity…it is art of
marketing lifecycle
2) Social tech allows brands to
connect with email, CRM,
ads, ERP
3) Social is measurable and
ROI-accountable
Q: How are you measuring
social?
The Social Brand: Engaging and Activating Consumers
3 Big Decisions: What Are Your Social Goals?
• Create ongoing engagement & community
• More visibility, SEO & Edgerank
• Increase brand awareness
• Reward loyal fans
• Learn more about your fans
• Activate Customers…67%
Q: Can you afford to “do social” if you’re
not activating customers?
The Social Brand: Engaging and Activating Consumers
3 Last Things You Must Do In Social
1) Go Across Channel
2) Measure & Repeat
3) CRM
Q: What comes next in your social
strategy?