building brand value through social media
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Building Brand Value Through Social Media Brand stewards need new skills in the social media world.TRANSCRIPT
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
