Post on 16-Apr-2017
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Social Media:First & Lasting Impressions
Haredi Women’s Professional NetworkSeptember 7, 2009Esther Ohayon
Agenda Legacy vs. new-age brand drivers
Brand building for you & your company
Dynamic web presence What is it, and who should care?
Social Media Join and encourage the discussion Uncover and promote your product's
perceived value
Legacy Brand Drivers Product
Driven by features and benefits Generic
Leveraging established markets with price-driven branding
Market Following & adopting market trends to a
brand ex: go greenMany Times It Is A One Way Conversation
New-Age Brand Drivers Personality & Identity
Personality gives life to and endears one to a brand
People like to do business with real people not companies
Your brand: Benefit, promise of service, offering, specific commitment and a guarantee. Ex: Domino Pizza – “fresh, hot pizza, delivered to your
door in 30 minutes or less or it’s free. “
New-Age Brand Drivers – cont. Community Involvement
Make your brand more reachable, knowable , likable & trustworthy FAQs on your website are not enough
No personality = No warmth Consumer : zero loyalty, highly price sensitiveTwo Way Conversation Is The Only Way
Some Brands Turn into Personalities – M&Ms
Some Personalities Turn Into Brands
Agenda Legacy vs. new-age brand drivers
Brand building for you & your company
Dynamic web presence What is it, and who should care?
Social Media Join and encourage the discussion Uncover and promote your product's
perceived value
Static Website Like a centralized business card
or brochure Straightforward & informational Many corporate sites are static Unless there is a new product
launch No reason to return or check weekly Nowhere to interact with the site
Dynamic Web Presence Dynamic websites:
Interactive & exciting – capture emails New information is often updated -
sticky Forum to interact with customers ex:
survey It’s Social because you’ve created a
community: Blogging Commenting on forums, Twitter, Face book,
etc Posting articles & sharing information
You Create aDynamic Web Presence Everyone has something to add
Plumber – fix the leaks, etc Plumber 2.0 – fixes the leaks by day &
by night Blogs about water conservation tips An advocate in the community about
conservation Lectures on water conservation - tips &
products Writes for the local paper Does a video about saving money & water
and posts it to blog
Agenda Legacy vs. new-age brand drivers
Brand building for you & your company
Dynamic web presence What is it, and who should care?
Social Media Join and encourage the discussion Uncover and promote your product's
perceived value
What is Social Media It’s all about a conversation It’s one big cocktail party –
everyone is finding out what you do in order to connect in some way
Interaction, information & feedback in all forms:
Written, video, audio, pictures, live presentations
Be Helpful & Real You BECOME A FACE - A PERSON Include your profile Offer valuable content
Give and share information Help customers and target
customers understand how they benefit from you
Reputation Management: Find out what customers like and
don’t like.
Where Is Social Media -EVERYWHERE Blogs Online Chats RSS Feeds Video Sharing –You Tube Social Networks –Face Book, Twitter,
Linked In Message Boards/Forums/Photo Sharing Podcasts Wikipedia
Content Things to talk about:
Your market & new trends Your business & new developments Recommend other businesses &
people Announce new product launches Events – local or industry
Quick Stats Wikipedia -2.7 million articles – Wiki
Answers
You Tube -100 million video - AC content
Blogs – 113 million –Technorati, 2008
Social Networks – 57% of internet have a profile
Face book hosted 61.2 million visitors in March and is now the #5 site - Social Net Daily
Linked In -20 million profiles - Social Net Daily
Why use Social Media The time Americans spend on
social networking sites has increased by 73%
81% of execs say social media can improve customer relations and build brands
64% of execs believe that Social media will be useful as a customer service tool Source:
Create Community Create vehicles to solicit feedback Create a relationship through
social media and talk to your community of fans or followers.
They will wait for your next post and more importantly – will be an avid advocate of your brand.
Blogging It’s the personal touch that so many
customers prefer Invite feedback They get to know your thoughts &
opinions Informal way to share and get
information Populate with keywords, tags,
categories to help your site be found on search engines
Sample Blog Chassan’s Place
They even have a category for Hazorfim products
Case Study: Coca-Cola
The World's #1* Brand
No longer just a soft drink company It’s running a global
community Climate Protection
They promote hybrid cars usage
Enriching Lives Involved in local
communities, worldwide Water Conservation
Reduce, Reuse, Recycle plus Replenish
* The 100 Top Brands
Welcome to the Interactive Coke Community Education
Leave a lasting legacy for generations Balanced Living
Sweeteners to Supporting Yellowstone National Park
Product Innovation New choices
Recycling Less energy/less water
Personal Branding Guru
At Gavoah we are committed toBringing Your Site To Great Heights
One Step at a timeOur Website: www.gavoah.comOr call 02-995-1767