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Gestión de marca en un ambiente digital

  1. Gestión de marca en un ambiente digital Sarah Harmon Country Manager, LinkedIn Spain & Portugal
  2. You are ignoring your most valuable communcations channel …and you are leaving money on the table
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  4. Corporate Brand Consumer Brand Brand Essence Talent Brand Investors Influencers Partners Customers Employees Candidates
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  7. 10Pieces of content are consumed before a purchasing decision is made Always-on content is vital to influencing decisions Source: Zero Moment of Truth Study, Google
  8. Capture your audience’s attention
  9. Use Storytelling to Strengthen your Brand2
  10. Evoking emotions 11
  11. 12 Play As One3
  12. One voice many styles 13
  13. 70% of customer brand perception is determined by experiences with people. 14 Activate employees as brand ambassadors4 Employee Advocacy, Neal Schaffer & PeopleLinx, 2016.
  14. 15 Who are your most trusted spokespersons? Company’s CEO Company’s Employee Media Spokesperson
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  17. Integrated Approach For B2B Advertising 18 Build integrated media plan for all channels Compare and prioritize target audiences for Corp, TA and Marketing Switch messaging/target based on performance 5
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  19. Audience Storytelling Play as one 1 3 2 In Summary 4 Employees 5 Integration