November 11, 2009

2010 Trends for Brand Marketers

Did You Know 4.0

GH Dialogue

Key Social Media Focus Areas for 2010

• Crisis communications• Reputation management• Online engagement\customer relationship management• Public and customer Education• Brand building

Crisis Communications

• Online brand monitoring becoming increasingly important

• Coordinated response using both traditional and social media essential

• Leverage all available tools and platforms to respond to crisis– YouTube/video– Twitter– Blogs/online media– Corporate Web Site– SEO

Reputation Management

• An ongoing process; take an active role in shaping reputation

• Publish content and build relationships

• Online reputation management requires comprehensive team

• Prepare advisory group; single out individuals to serve as message bearers

• Provide social media response training

Creating Buzz: Online Engagement

7 Key Ingredients• Put real people first• Help create connections• Be relevant• Solve a problem• Simplicity works• Be entertaining!

Viral Videos

Online Customer Relationship Management

• Social media engages customers online through customer interaction and community

• Gain insight and feedback directly from customers in real time

• Customer service and PR/marketing boundaries continue to blur online

• Software platforms and tools from Salesforce.com to Microsoft beginning to bridge the gap between CRM and marketing/PR

Public Education and Corporate Social Responsibility

• Go beyond advertising to provide deep content

• Shape opinions/behavior through persuasive communications

• Provide resources and tools to help change behavior

• Use real people and real data

• Create two-way dialogue for interaction and engagement

Brand Building: Innovation and Engagement