Social media - a brand building force. Seminar delivered by Lizz Clarke (lizz@lcm.co.uk) of LCM and Sarah Matthews, SFM Consulting (sarah@sfmconsulting.co.uk) in September 2011.

1. Social Media
A Brand Building Force
Sarah Matthews
SFM Consulting

2. Social Media -
A Brand Building Force

3. Social Media -
A Brand Building Force
Internal implications of introducing social media:

4. Social Media -
A Brand Building Force
Internal implications of introducing social media:
• Planning - Who, what, how?

5. Social Media -
A Brand Building Force
Internal implications of introducing social media:
• Planning - Who, what, how?
• Communication

6. Social Media -
A Brand Building Force
Internal implications of introducing social media:
• Planning - Who, what, how?
• Communication
• Brand alignment

7. Social Media -
A Brand Building Force
Internal implications of introducing social media:
• Planning - Who, what, how?
• Communication
• Brand alignment
• Resource management

8. Planning - Who?

9. Planning - Who?
• Strategically:

10. Planning - Who?
• Strategically:
• The Company

11. Planning - Who?
• Strategically:
• The Company
• Designated individuals

12. Planning - Who?
• Strategically:
• The Company
• Designated individuals
• Incidentally - Everyone

13. Planning - Who?
• Strategically:
• The Company
• Designated individuals
• Incidentally - Everyone
• Skills and training

14. Planning - What

15. Planning - What
• Changed priorities & goals

16. Planning - What
• Changed priorities & goals
• Staff engagement

17. Planning - What
• Changed priorities & goals
• Staff engagement
• Roles and responsibilities

18. Planning - How?
How will you use social media?

19. Communication

20. Communication
• Staff communication plan

21. Communication
• Staff communication plan
• Your expectations - guidelines etc

22. Social & Human
•Social networking
•Human resources

23. Brand Alignment

24. Brand Alignment
What is brand alignment?

25. Brand Alignment
What is brand alignment?
• the brand promises you make to your clients/customers

26. Brand Alignment
What is brand alignment?
• the brand promises you make to your clients/customers
• the imagery your brand portrays

27. Brand Alignment
What is brand alignment?
• the brand promises you make to your clients/customers
• the imagery your brand portrays
• the culture and values the brand suggests and stands for

28. Brand Alignment
What is brand alignment?
• the brand promises you make to your clients/customers
• the imagery your brand portrays
• the culture and values the brand suggests and stands for
are CONSISTENT in everything you do & say everywhere

29. Brand Alignment Is Important

30. Brand Alignment Is Important
Because:

31. Brand Alignment Is Important
Because:
• Miss your client/customer expectations - they go elsewhere

32. Brand Alignment Is Important
Because:
• Miss your client/customer expectations - they go elsewhere
• Don’t treat your staff in line with the brand:

33. Brand Alignment Is Important
Because:
• Miss your client/customer expectations - they go elsewhere
• Don’t treat your staff in line with the brand:
• they can’t deliver the brand

34. Brand Alignment Is Important
Because:
• Miss your client/customer expectations - they go elsewhere
• Don’t treat your staff in line with the brand:
• they can’t deliver the brand
• they will leave

35. Who Is Responsible?

36. Who Is Responsible?
• Marketing - They are responsible for the brand

37. Who Is Responsible?
• Marketing - They are responsible for the brand
• HR - They are responsible for policies

38. Who Is Responsible?
• Marketing - They are responsible for the brand
• HR - They are responsible for policies
• CEO/Management team - They are responsible for culture

39. Who Is Responsible?
• Marketing - They are responsible for the brand
• HR - They are responsible for policies
• CEO/Management team - They are responsible for culture
• ALL the above

40. Brand Alignment
• What is brand alignment?
• Why is it important?
• Who is responsible for brand alignment?
• Why it’s relevant in the context of social media?

41. Managing Your Resources

42. Managing Your Resources
• Your staff

43. Managing Your Resources
• Your staff
• Your and their skills, experience and time

44. In Summary
Introducing social media needs:
• Careful planning
• An internal communication strategy
• Brand alignment - experience the same for all stakeholders
•A realistic approach to managing resources - time and staff

45. and finally ...
•T: 020 3286 7224
•E: sarah@sfmconsulting.co.uk
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@sarahfmatthews