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Building A Better Brand<br />Fall 2009<br />#sprf09<br />5 October 2009<br />Tunica, MS<br />Olivier Blanchard<br />@thebrandbuilder<br />

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I<br />Olivier A. Blanchard<br />Part of what I do consists of helping companies<br />develop, integrate, manage and measure <br />social media programs.<br />Social Media and communications<br />can’t be divorced from brand management.<br />@thebrandbuilder<br />www.thebrandbuilder.wordpress.com<br />www.thebrandbuildermarketing.com<br />www.smroi.net<br />

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About Social media - First things first:<br />

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What this really is: People talking with people.<br />

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(Which is nothing new, really.)<br />

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People connecting with each other.<br />

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People creating communities…<br />on their own terms. <br />

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People sharing their passions.<br />

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People sharing their outrage.<br />

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How does this fit in with traditional marketing?<br />Command and Control Model<br />Messaging & Branding<br />Advertising<br />PR<br />The Public<br />Marketing<br />Web<br />events<br />You are here<br />

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FACT: People no longer trust advertising<br />and traditional corporate channels.<br />

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Some Nielsen Statistics on consumer trust:<br />Online banner ads: 28%<br />E-mail (opt-in): 48%<br />Television, magazines, radio: 55%<br />Newspapers: 66%<br />Recommendations from consumers: 78%<br />Word-of-Mouth: 62%-93%<br /> (Depending on the country)<br />

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New Technologies have given people the power to<br />tune out messaging and marketing…<br />… and tune into relevance and dialogue.<br />

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Traditional marketing has been interrupted.<br />

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Invasion of the micro-channels.<br />

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The web no longer belongs to marketers.<br />

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People are again turning to each other…<br />Because they can.<br />

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Blogs<br />

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The Emergence of New Media<br />Blogs are now read by 24% of adult Internet users, <br />up from 13% in 2006<br />Social networks are now used by 26% of adult Internet users, up from 17% in 2006<br />Mobile platform users will double by 2013 in the US<br />Txt + SMS (including Twitter SMS) already &gt; voice.<br />Source: mashable<br />

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200 Million users+ worldwide<br />100 Million users log in daily<br />The average user has 120 friends (WOM)<br />Daily, 4 million users become fans of a page<br />30 Million + users access FB via mobile<br />Average stay on site is over 13 minutes<br />185 Million Users<br />Primary age demo: 14-34<br />Still the top social app. For youth.<br />Average stay on site is over 10 minutes<br />11%+ of adults online now use Twitter <br />12+ million users worldwide<br />Twitter Search may threaten Google<br />More and more online conversations now occur here<br />Events and websites are discovered here<br />“Twitter is Word-of-Mouth on steroids.” - @GaryVee<br />Blogs<br />

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BLOGS<br />133+ Million worldwide (50% are here)<br />25% of internet users read blogs daily<br /> (up from 13% in 2006)<br />Brands without blogs are losing traction<br />No blog/dynamic content = weak SEO<br />Fastest growing demo: Women 24-55<br />

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85M Visitors in August<br />9% MoM Growth<br />

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8.9 billion YouTube videos viewed in July.<br />Downloaded by 120.3 Million US viewers<br /> (That’s 1/3 of the US population.)<br />Total videos viewed on the web in July: 21 Billion<br />Source: Comscore<br />

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Your customers = a vibrant community.<br />

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And they’re doing their own thing.<br />

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They choose when to hang out with you.<br />

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Social Media can help organizations<br />connect with existing communities<br />And create new ones.<br />

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Ways in which Social Media can help your business:<br />Sales<br />Net New Customers, Increased Frequency of Transactions, promo exposure<br />Increased yield (average $ value per transaction), and product penetration<br />Customer Support<br />Immediate feedback and response, positive impact in public forum, cost reduction<br />Human Resources<br />More effective recruiting, online monitoring of employee behavior (risk management)<br />Public Relations<br />Online Reputation Management, improved brand image via Social Web<br />Customer Loyalty<br />Increased interactions, better quality of interactions, deeper relationship with brand,<br />Increased trust in brand, increased mindshare of brand, greater values alignment<br />Business Intelligence<br />

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You are no longer in the business of creating value.<br />You are in the business of creating importance.<br />

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People don’t get their coffee from Starbucks because of “value”.<br />People get their coffee from Starbucks because getting their coffee from Starbucks is important to them.<br />Pride.<br />Image.<br />Exclusivity.<br />Passion.<br />Uniqueness of Quality.<br />Sharing in a common passion.<br />

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Plant your flag. Stand for something. Stand out.<br />

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But don’t forget to listen.<br />

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Tip 1: Vertical Vs. Lateral Engagement <br />

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By the way...<br />There are 2 forces at work in Social Media:<br />Vertical Engagement<br />And<br />Lateral Engagement<br />This is important.<br />

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Vertical Engagement= Brand + Customer.<br />(This is not a monologue)<br />Great Experiences & Brand Loyalty.<br />

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Lateral Engagement = customer + customer<br />Validation and Scale.<br />

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How does this fit in with traditional marketing?<br />Command and Control Model<br />Messaging & Branding<br />Advertising<br />PR<br />The Public<br />Marketing<br />Web<br />events<br />Lateral<br />Vertical<br />

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People share things they love.<br />Twitter, YouTube and Facebook<br />Are word-of-mouth on steroids.<br />

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“The community closes the sale.”<br />- Porter Gale (@virginamerica)<br />Virgin America invests in the good will of customers, simply by publicly acknowledging and supporting them in the same channels where they’re communicating.<br />

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Tip 2: The mechanics of Engagement<br />

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How does this all fit into your existing web strategy?<br />Management<br />website<br />video<br />News<br />Info<br />Stories<br />Action<br />Blog<br />

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Engagement tip: Know your tools<br />http://twitterface.com<br />

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Today’s recommendation: Twitterface<br />Creating a Twitterface page promotes awareness and engagement.<br />

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Engagement<br />

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Outbound Thinking: Seeding channels<br />“Reaching out” basically means planting seeds.<br />Think of reaching out as spreading your content.<br />This is basic distribution across various channels. <br />Your website<br />

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Outbound Thinking: Spreading Content<br />Write a blog post<br />Share it on Facebook and Twitter<br />Create an event<br />On Facebook<br />Share it on your blog and Twitter<br />Create a #chat on Twitter<br />Share it on your blog and FaceBook<br />

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Outbound Thinking: Spreading Content<br />http://digg.com<br />

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Outbound Thinking: Spreading Content<br />http://stumbleupon.com<br />

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http://www.stumbleupon.com/technology<br />

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Tip 3: Listening & Monitoring<br />

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Do you really know how to listen?<br />

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How do you manage your brand in 2009?<br />www.radian6.com<br />

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Keyword & Mention Management Dashboards<br />www.radian6.com<br />

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Sentiment Monitoring<br />www.radian6.com<br />

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More Sentiment Analysis<br />

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Create Listening Posts Online<br />Blogs<br />BRAND<br />

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Listening & Monitoring platforms/tools<br />http://www.socialmention.com/<br />http://techrigy.com/<br />http://www.twitscoop.com/<br />http://www.peoplebrowsr.com/<br />http://www.radian6.com/cms/home<br />http://twitterface.com<br />http://pipes.yahoo.com/pipes/<br />http://www.netvibes.com<br />

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Tip 4: Responding <br />(Yes, you’re on 24/7/365 now.)<br />

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Responding to the public<br />Responding to your audience comes in 2 forms:<br />Conversational Responses (chat)<br />Informational Responses (link)<br />Either way, never argue, always be helpful, don’t <br />Ever become defensive.<br />Your website<br />

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Responding to the public<br />Engagement<br />PR<br />

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Custom<br />The river<br />to or about you<br />

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TweetDeck allows you to create follower categories<br />

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Compound<br />Basic<br />Basic<br />Search<br />

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Crisis Management<br />Have a crisis/response plan.<br />Make sure everyone knows the plan. Write it out. Keep it in an obvious place.<br />Train and drill the plan.<br />Let the press release or official statement guide your responses.<br />Link to the official statement on Facebook, Twitter, the blog, etc.<br />Monitor Social Media for mentions of the incident.<br />Be prepared to respond or answer questions on Twitter and Facebook.<br />Do not argue with detractors. Calmly state the facts. Be Zen.<br />Be honest and transparent. Social Media dwellers smell BS a mile away. <br /> A swift, kind, honest discussion on Twitter can turn a disaster into a mere scrape. Relax and don’t take attacks personally.<br />

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Tip 5: How to manage a Brand on Twitter<br />http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/<br />

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Brand Management on Twitter<br />Face are personable, but lack context<br />

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Brand Management on Twitter<br />Logos are clear, but impersonal<br />

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Brand Management on Twitter<br />Combining faces + logos = humanity + context<br />

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Brand Management on Twitter<br />The 1-800 number.<br />The lobby.<br />What people search for<br />http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/<br />

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Brand Management on Twitter<br />http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/<br />

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Brand Management on Twitter<br />http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/<br />

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Brand Management on Twitter<br />http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-avatars-account-structure-and-response-methodology/<br />

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Some thoughts about ROI and measurement<br />Measurement & Accountability<br />

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R.O.I.<br />RETURN<br />ON<br />INVESTMENT<br />

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THE R.O.I. EQUATION<br />Investment<br />Expectation of return<br />

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THE R.O.I. EQUATION<br />(GAIN FROM INVESTMENT - COST OF INVESTMENT)<br />ROI =<br />COST OF INVESTMENT<br />

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Non-financial impact is not ROI (yet).<br />

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Types of non-financial impact<br />Customer complaints<br />Website Visitors<br />Impressions<br />Positive press<br />Click-throughs<br />YouTube views<br />Retweets<br />Coupons distributed<br />Visitors to a brick & mortar store<br />Positive WOM<br />Delivered emails<br />Negative press<br />Negative WOM<br />Employment applications<br />Blog comments<br />FaceBook friends<br />Social mention<br />Twitter followers<br />

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ROI = actualized potential.<br />

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Non-Financial Measurement & Accountability<br />Set Goals<br />Set Standards<br />Set Milestones<br />Pick the right measurement tools for the job<br />Examples of free tools:<br />Track website visits<br />Monitor visitor behavior<br />Track the growth of your Twitter Account<br />Monitor your Twitter stats<br />Track online mentions<br />Compare mentions<br />http://www.google.com/analytics/<br />http://twittercounter.com/pages/dashboard_info<br />http://www.blogpulse.com/trend<br />Track video downloads<br />Track video embeds<br />Track traffic from SM outposts to your website<br />Track FB & LinkedIn group members<br />Track blog visitors & comments<br />Track offline numbers and results<br />

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Join your community.<br /> blogs, facebook, twitter, events, groups<br /> forums, fund raisers, media.<br /> Reconnect with your audience.<br /> Partner with them more.<br />2. Take a leadership role.<br /> blog, facebook group, twitter, events,<br /> lectures, media relations, branding.<br /> Inspire. Become important again.<br />3. Be easy to find.<br /> “search”/ SEO, broad digital footprint.<br /> Always be where your audience is.<br />4. Inspire passion.<br /> What you do is important. What you do matters.<br />

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Ask away.<br />Olivier Blanchard<br />864.630.7398<br />www.thebrandbuildermarketing.com<br />@thebrandbuilder(on Twitter)<br />