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The POWERFUL Consumer Social Media’s Impact on Brand Equity and Credibility Grocery Manufacturers Association New Orleans, May 8, 2009 Myra Golden www.MyraGolden.com
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The POWERFUL Consumer
Social Media’s Impact on Brand Equity and Credibility
Grocery Manufacturers AssociationNew Orleans, May 8, 2009
Myra Goldenwww.MyraGolden.com
““A brand is no A brand is no longer what we longer what we
tell the customer tell the customer it is. It is what it is. It is what consumers tell consumers tell
each other it is.each other it is.””
—Scott D. CookDirector, The Procter & Gamble Co.
WAY?SM?
Social Media
Blogs, product review sites, message boards, YouTube, Twitter, FaceBook…
What is
The Problem
• Everything brands do or don’t do can end up on YouTube & other social communities
• Powerful media voice and extraordinary impact
• One snafu can threaten global reputation
11 Start Start monitoringmonitoring social mediasocial media
2 2 Get Get involvedinvolved in in the the conversationconversation
WHATWHAT you need to you need to
monitormonitor
At a minimum, you need to monitor
• Search engines (Google, Yahoo, etc.)
• Blogs
• YouTube
• Twitter, FaceBook, MySpace
• Amazon Reviews
• Wikipedia
• Industry sites
HOWHOW to monitor to monitor
Social Social MediaMedia
(Free) Social Media Monitoring Sites
• Technorati
• Google Alert
• Google Blog Search
• Twittermeter
• IceRocket
• Blogdigger
• Blogpulse
Getting involved in
online conversations
Travel Tip Tuesday
JetBlue connects w/customers by promptly answering questions, resolving issues, and by using a friendly tone in “Tweets”.
Starbucks does a terrific job of having conversations with followers and offering quick replies to ALL posts.
LA1
Setting Up Your Own Social Media Team
• Southwest has a Chief Twitter Officer
• Comcast’s Director of Digital Care and “Digital Detectives”
• SW has one person dedicated to fact checking and interacting on blogs
• SW has another person monitoring YouTube, Flickr, and LinkedIn
• Think, “Chief Conversation Officers”
Social Media Team Best Practices
• Assign person(s) to manage Social Media
• Respond to all posts within 6 hours• Use Social Media for marketing and education
as well as for customer service
11 Engage consumers you Engage consumers you might not reach otherwisemight not reach otherwise
2 2 Builds loyaltyBuilds loyalty
3. 3. Problem resolution w/ Problem resolution w/ customers that might not customers that might not
otherwise complainotherwise complain
4. 4. Surprise & Delight Surprise & Delight opportunityopportunity
Q & A
• Email me – [email protected] for answers to additional questions not answered today
• A copy of this slide presentation• Blog: www.MyraGolden.wordpress.com• Twitter: www.twitter.com/myragolden• Web: www.MyraGolden.com
