A few days ahead of the London Marathon, a quick check to see whether your organisation is socially brand fit. Social branding is no jog in the park - it's a slog! My presentation at the Figaro Digital conference about social marketing, London. 21 April 2010.

1. Social brand fitness
Headstream - the social brand agency
http://www.my1stmarathon.com/wp-content/uploads/2010/03/running.jpg

2. Few brands were built to be social. They
weren’t created to converse. The future success
of a brand is dependent on how quickly it can
evolve to meet the desire of a connected
people to engage with it.

3. The problem
A simple truth about social branding
Brand
The community the brand wants to engage with

4. Relentless effort
to fun and rewarding
Getting you from here to there

5. Strategic intent
Top down or the other way?
g
mp ellin
co
en tic
e p lan a ut h
gam
nt
s pare
tran
true
strat ? ????
us them
egic
inten t
community
n
rep utatio
p roblem measurement?

6. Adoption is polarized
across organisations
Some people love it, some not so much

7. Knowledge
management is key
But ROI is still proving hard to demonstrate

9. The way people
People like to Social media is a
collect and share Work is where
collaborate growing part of
knowledge and we spend much
and create people’s daily
information has of our adult life
connections repertoire
changed

10. Rapid on-boarding
Share
of new staff
information and
disseminate news
in near real-time
Discover and
share skill-sets
and expertise
The way people
People like to Social media is a
collect and share Work is where
collaborate growing part of
knowledge and we spend much
and create people’s daily
information has of our adult life
connections repertoire
changed Connect
distributed
workforce
Idea
generation:
crowd sourcing
Attract engaged new ways to do Share and amplify
staff through social things and solve culture and values
platforms problems

11. Event
amplification: Social
socially enabled networking:
events professional profiles
Mobile and community
technology: creation
keeping people aligned
and connected,
from podcasts
The way people to apps
People like to Social media is a
collect and share Innovation: Work is where
collaborate growing part of
knowledge andsocialjams/huddles for
social
we spend much
and create
brainstorming people’s daily
information has Social of our adult life
connectionslearning: repertoire
changed self development and
sharing through
collaborative training
platforms
Social
Reputation functionality: Digitised
management: from comments content:
surfacing issues, to polls information sharing
Staff as listening and across organisation
ambassadors: responding, visible and distributed
engaged workforce leadership workforce
as advocates

12. Principle 1:
Actively listen
Understand what people care about

13. Sub-heading
Text
Understanding social sentiment
- Pre, mid and post-bid digital and social media active listening
- 140,000 mentions analysed
- Finding negative issues, media mix, influencers and sentiment shift
- Insights and recommendations to inform 2010/11 strategy

14. Sub-heading
Text

15. Principle 2: Appropriate
social behaviours
The need for authenticity
Buster busted:
The 'oldest London Marathon runner' isn't 101... he's ONLY 94
http://www.dailymail.co.uk/news/article-559574/Buster-busted-The-oldest-London-Marathon-runner-isnt-101--hes-ONLY-94.html

16. Do something interesting
(Guitar Hero 5 - Activision)
@guitarherouk Twitter profile
was set up in April 2009
2,823 followers as of 17 November 2009
Organic growth no promotion
411 updates, which averages at 2 updates per day

17. Engagement driven by passion points
‘Who’s you favourite guitarist?’
‘What’s your favourite guitar solo?’
‘How many of you out there played
guitar hero last night?’

18. Different relationships
Customer service Advocates PR
Comments and suggestions

19. Social media optimisation

20. Do a world record

21. Guitar Hero 5 world record
Pre-event amplification and engagement

22. Guitar Hero 5 world record
PR

23. Guitar Hero 5 world record
Pre-event localized content

24. Guitar Hero 5 world record
Live event updates

25. Guitar Hero 5 world record
Post-event

26. MP4-12C Launch
Sub-heading
Text

27. Sub-heading
Text

28. Principle 3: Create
win-win relationships
Appropriate social behaviours

29. Sub-heading
Text

30. Social brand indicators
Nine indicators to what will happen
when you socialise your organisation
Strategic Winning Influencer
intent relationships networks
Brand
Engagement People
outposts
Knowledge
Responsive Technology
transfer
http://farm3.static.flickr.com/2230/2333512143_521f9223ca.jpg

31. Social brand barriers
What stops us?
Reputational Resource Managing Policies and View of social Value
issues drain technology guidance media demonstration

32. Demonstrating ROI
Currency
Utility Entertainment Personal value Information Reward Incentive
Engagement Followers Share of voice Sentiment Influence Awareness
Effect

33. Continue the
conversation
@buckers