you+your corporation+your customers
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This is an overview of a presentation on best practices in social media I gave to a law firm in Minneapolis. Since my background is advertising and marketing, I like to think about social media as it relates to and mashes up personal branding, your "individual" brand within a corporation and the corporation's brand. Which persona takes precedence--when, and why? Then how do your personas and their actions affect relationships with your customers? These are vibrant topics and I enjoy presenting them.TRANSCRIPT
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Henson & Efron, P.A.February 25, 2009
You+your corporation+your customersBest practices for online and social network marketing
Presented by Tim Brunelle | Hello Viking
Tim BrunelleCEO of Hello Viking [dot] comMIMA Board of DirectorsMCAD Adjunct Facultytbrunelle.extendr.com
Agenda1. Marketing: Old vs. New | Then vs. Now
Empowered ConsumersDataInter-action
2. You+Your Corporation+Your Customers“The Brand of You Being You” vs.“The Brand of You, The Employee” vs.“The Corporate Brand”
3. Resources
Marketing then
Marketing now
Empowered Consumers
Empowered Consumers
“...the number of blog readers has jumped to 57 million American adults, or 39% of the online pop-ulation,” according to a July 2006 Pew Internet Study.
Technorati currently states it is tracking over 112.8 million blogs (April, 2007) and, “120,000 new blogs are created every day.”
“YouTube reports serving over 100 million videos per day,” according to TechCrunch, July 2006.
Listening = Customer Service = Marketing
Listening is a positive, useful reaction to Consumer Empowerment.
“Beyond being able to pay our bills and make our financial goals, we're not actually that focused on getting customers to shop and purchase from us whenever possible. Instead, we’re interested in forming lifelong, meaningful relationships with our customers, so the more engaged our customers are, the more likely that will happen.”
—Tony Hsieh, CEO, Zappos
Data
*All of this activity (and more) adds up to one result.
And there’s a benefit from data for marketers.(Thank you, Jan Leth)
Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Massively distributed personalization of brand experience. Data = Enables “Listening” as core competency of marketing dept.
Inter-action
Inter-action is...
An expectationReciprocityCourtesyConversationResponseMeasurementResearchUnderstandingDynamicInvolving(Above all) Human
Inter-action takes form as...
Sharing Crowd sourcingBloggingMicro bloggingCommentingEmbeddingLinkingTaggingRating(Above all) Participation
Agenda1. Marketing: Old vs. New | Then vs. Now
Empowered ConsumersDataInter-action
2. You+Your Corporation+Your Customers“The Brand of You Being You” vs.“The Brand of You, The Employee” vs.“The Corporate Brand”
3. Resources
*David Armano via AdAge.com
“Ordinary people having micro influence in this macro medium we call the Internet. [But you need to appreciate] the potential risks and downside of this activity as it can relate to your full time profession—especially if you are not self-employed.”
—David Armano
“If you are going to have your company play on the social web, then you have to be ready to play a full contact sport which includes unpredictable scenarios. [The social web is] powered by people and people are messy. People also tend to be more loyal to other people than they are to faceless organizations.
The social web thrives on personality, mixing a ‘personal touch’ with a professional service. When Frank talks about life and business on his blog, it makes him not only a person, but an employee like many of us.”
—David Armano
http://www.youtube.com/watch?v=9j4yzfC6ijY
For any opportunity in the social space, you need to consider which persona is effected, which is best for engaging (or not) and what might result by participating.
The Brand of You, Being You
Topic/Issue ->The Brand of You, The Employee
The Corporate Brand
Then you need to consider how various audiences may react to your participation, and not just immediately but well into the future.
The Brand of You, Being You
Topic/Issue ->The Brand of You, The Employee
The Corporate Brand
<- Audience(s)
And if the opportunity has more of a corporate focus, then perhaps the organization needs to create dialogue internally around how employees ought to participate.
The Brand of You, Being You
Topic/Issue ->The Brand of You, The Employee
The Corporate Brand
<- Audience(s)
Agenda1. Marketing: Old vs. New | Then vs. Now
Empowered ConsumersDataInter-action
2. You+Your Corporation+Your Customers“The Brand of You Being You” vs.“The Brand of You, The Employee” vs.“The Corporate Brand”
3. Resources
Facebook.com | MySpace.comLinkedIn.comTwitter.comFlickr.com | Picassa.com | Me.comYouTube.com | Viddler.com | Vimeo.comTypepad.com | Blogger.com | Wordpress.comExtendr.com
*What’s your personality? What are you trying to communicate? What’s your bandwidth for listening and participating? What’s your appetite for the unknown? Considering these questions will help you decide which tools and venues are most appropriate.
MIMA.org/events (or check past events)
January 21 Digital Reputation Management
February 18Inbox Insanity—Future of Email
Wednesday, March 18The Rise of Social Media: Community Managers
Conversations About The Future Of Advertisingcatfoa.blogspot.com
February 9Alan Wolk—Your Brand Is Not My Friend
Monday, March 9Kristina Halvorson—Content Strategy
Thank you.
Creative Commons Attribution & Non-Commercial License