Post on 16-Apr-2017
transcript
Brand Management in the Conversation Age
July 15, 2010 Women in Office Institute Angela Connor | Social Media Manager, Capstrat
Who controls your online brand?
• You• Your marketing department/assistant • Your employees • Your customers/constituents
• Happy • Disgruntled• Indifferent
• Your clients • Bloggers • The general public
Who controls your online brand?
Don’t let this be you
Domino’s Fallout
• “The perception of Dominos' brand quality went from positive to negative in approximately 48 hours.”
-Online research firm YouGov
• “65% of respondents who would previously visit or order Domino's Pizza were less likely to do so after viewing the offensive video.”
-HCD Research
Description: A site to arrange piss ups for former Borders people!
Consumer Sentiment ourdee: Managed to control my gluttonous urges @ Golden Corral, though I did have 2 plates of 'endless baby back ribs'. Salad w/ fat free dressing?
Mike Pavlik ... Anybody want to go to Golden Corral with me on Sunday? Just a warning tho..last time i was there for over an hour. I also bring a small baggie so i can take home a few cupcakes, and i also bring in my own little bottle of skim milk and my own spray butter...which true story by the way back in 07, the manager came outside ... See Moreand said, sir..is this your butter? You left it on the table." Ha, what a manager!!!!
Greg Dee Why are there a million people at the gym this morning? Did Golden Corral have a 2 for one special last night?
Eileen Hoffman Taking Mum to see Disney's "Oceans" today and then out for a bite at Golden Corral. Hope the weather holds up
Julio Latigo I am looking forward to the buffet at Golden Corral! Meatloaf is calling my name....this is what happens when you unintentionally miss breakfast.
Consumer Sentiment
http://www.youtube.com/watch?v=76QFWNd0JoY&feature=related
Consumer Sentiment
A New Social Brand Experience
A New Social Brand Experience• Your Personal and Professional Profiles Will
Cross
• The internet doesn’t distinguish between profiles.
• Human Distinction vs. Technical
A New Social Brand Experience
Privacy Schmivacy
The lines are blurred
• Customer Reviews• Twitter Posts• Social Updates• News Stories• Blogs
• Videos• Podcasts• Apps• Games • Reviews• Micro-social Networks• Product/Comment Ratings• # of Engaged Consumers
YOU ARE MORE ACCOUNTABLE TO YOUR BRAND PROMISE NOW THAN EVER BEFORE!!!
Accountability is Key
But don’t let that scare you….
We’re human – We need to connect
People want to connect with other people
People want to connect with brands
Where do you start?
Popular Social Media Sites
What are my options?
• Blogging• Micro-blogging• Social bookmarking• Photo sharing• Online communities• Video sharing• Event sharing• Commenting• Social Networks
Blogging
• Your distinct voice • Builds your brand and loyal audience• No rules • Your personal platform • Create community • Show your expertise
Micro-blogging
• Immediacy• Instant contact and new insights• Build relationships• Blast service similar to press releases• Short and to-the-point (140 characters) • Works like an e-mail blast • Compliments your other platforms
Social Bookmarking
• Track industry news and share your content
• Easy way to share news stories and other content on the web
• Share news• Become an authority on news affecting
your industry/area of expertise
How do I Proceed?
Define your goals and choose the platform(s) that will help you
meet them!
Brand management in Web 2.0
1. Listening can be a powerful differentiator2. Offline experience impacts online brand3. Protect your brand in crisis4. Use engagement to change perceptions
Discussion
Who owns social media?
Don’t just listen - act
Offline experience drives online reputation
Match the response to the situationBe nimble, be quickShowing up is half the battleWhat happens on the web stays on the web
Protecting your brand in crisis
Establish monitoring systemCreate crisis responsePractice makes perfectThe best defense is a good offenseTake a long-term approach
Discussion
Are you prepared to protect your reputation?
Who in your organization has the responsibility for online reputation management?
Added Benefits of Using Social Media
• Become your own news distributor• Decrease dependency on mainstream and
traditional media• Reach niche audiences, locally and nationally• New reach
Training andPractice
Begin by listeningFinal ThoughtsPeople are talking whether you like it or not
Understand we live in a new day with new rules and expectations
We live in very exciting times
Thank you! Questions?
Angela Connor, 919.573.6307aconnor@capstrat.comTwitter: @communitygirlLinkedIn: AngelaConnor