building brand value through social media

Building Brand Value Through Social Media

© 2009 Bloomberg Marketing/Diva Maarketing 9-25-09

Toby Bloomberg:

I

My Life In Social Media

Today You’ve Heard About …

What is a brand?

Your brand is the genuine "personality" of your company. It's what your customers think of you and say about

you when they've left your company," Rodger Roeser,,

A brand is what represents a company, product, and/or service in the marketplace.It's a shortcut that enables prospective customers to understand more rapidly and

readily trust what you're selling. - Steve McKeeA brand is a promise that delivers on consumer expectations.

It says to the consumer, if you do business with me, here's what you can expect. - John Costello.

A brand is the commercialized value of the trust between a customer and a company. - Pete Sealey

What is branding?

Caution! Can reality can sustain your claims?

Find the simple story in the product, and present it in an articulate and intelligent, persuasive way. - Bill Bernbach

BE DifFerent

What is your response?

"Our brand is the only _____ that ______."

Brand power can account for as much as 10% of the change in a company's stock price.

At the 2004 World Economic Forum, 59% of top executives said brand represents

more than 40% of a company's market capitalization.

Why

BusinessWeek

A positive impression of the brand would protect the brand from damage.

Richard Ford

BrandProposition/

Value

Product/Service

Customer Care

Employee Interface

Promotions Company Culture

Advertising

Store location

Website

eMailGraphic Look & Feel

Language

Employee AttitudeReceptionist

Trucks

Billing Statement

Warranty

Sponsorships

Community Involvement

Delivery Channels

PriceSocial MediaValues

ConsistencyAds

Media Placement

CustomerPerception

A New Value Proposition

To Define

Building Brand Value Through Social Media

Perception May Influence Purchase Decision

Megite

Managing A Brand In The Social Media World

Is Like _________________.

Juggling chainsaws - @jeremyporter

Trying to control your mother-in-law - @appsolutegenices

Herding cats - @iamtherealnick and mikele130

Managing an army - @benag

A wrestling match - @atlmarketing

Christmas. You can make a list but you could get socks. - @andreamoe

Trying to manage my 8 year old daughter’s slumber party. @60secondturner

Trying to manage curly, freezy hair in Atlanta. - meghab

Remembering to Think before you open your pieholder. - @michelekersey

…do it in a way that’s not over branding.

Emmanuel Brown , Nike

The Challenge

But is …

Authentic

Honest

Transparent

People First

Company Customers

Employees

Social Media

Social Media Brand Stakeholders

How do you keep the brand promise?

How do you “collaborate” with stakeholders to grow the brand?

Which tactics serve the brand most effectively?

Strategic Questions

Company Customers

Connie Benson - Techrigy

FrankEliason - Comcast

Lionel Menchaca - Dell

Employees

Richard Binhammer- Dell

EXCHANGES

Exchanges & Responsibilities

Company

We cultivate a culture of the rebel and celebrate those who go off and do what some say can't be done. Nike CFO Don W. Blair

COMPANY

Videos With An Edge

EMPLOYEES

Combining rich content with great people and great products

Our vision is of a nation where students in every community have the resources they need to learn.

Citizen Philanthropy

/Donors

2 Financial Institutions: Brand Images

commitment to developing meaningfulproduct offerings and a high level of service tailored to the needs of small businesses

leading financial company with a legendary reputation for strength and stability that can offer you more convenience and resources to help you reach your financial goals.

Tweets

Tweets

1. Understand the brand strategy including: brand values, promise and overall direction

• Does the value proposition of your social media strategy support your brand value/promise?

2. Understand more than the demos about your target audience

3. Develop a communication system that loops employees into brand strategies

4. Understand the company culture before you venture into social media

5. Provide tactical support as needed to employees who engage with customers

10 Guide Posts to Social Media Brand Value

6. Develop a 1st Listening Post program7. Create/ensure communication processes are in place

to provide feedback within organization and to the customer

8. Identify what is success for each tactic• Based on business goals and objectives• Based on the social media outputs – may be

different that traditional measurements9. Create flexible social media guidelines for employees10. Create flexible social media guidelines for customers

10 Guide Posts to Social Media Brand Value

Building Brand Value Through Social Media

Company

Customers

Employees

Forget your perfect offering There is a crack, a crack in everything

That's how the light gets in.

Leonard Cohen

Toss of a pink boa

From Diva Marketing To You!www.divamarketingblog.comtoby@bloombergmarketing.com

@Tobydiva