1. Building A Better Brand
Fall 2009
5 October 2009
Tunica, MS
Olivier Blanchard
@thebrandbuilder
#sprf09

2. I
Olivier A. Blanchard
Part of what I do consists of helping companies
develop, integrate, manage and measure
social media programs.
Social Media and communications
can’t be divorced from brand management.
@thebrandbuilder
www.thebrandbuilder.wordpress.com
www.thebrandbuildermarketing.com
www.smroi.net

4. About Social media - First things first:

5. What this really is: People talking with people.

6. (Which is nothing new, really.)

7. People connecting with each other.

8. People creating communities…
on their own terms.

9. People sharing their passions.

10. People sharing their outrage.

11. How does this fit in with traditional marketing?
Advertising
PR
Marketing
Web
events
The Public
Command and Control Model
You are here
Messaging & Branding

12. FACT: People no longer trust advertising
and traditional corporate channels.

13. Online banner ads: 28%
E-mail (opt-in): 48%
Television, magazines, radio: 55%
Newspapers: 66%
Recommendations from consumers: 78%
Word-of-Mouth: 62%-93%
(Depending on the country)
Some Nielsen Statistics on consumer trust:

14. New Technologies have given people the power to
tune out messaging and marketing…
… and tune into relevance and dialogue.

15. Traditional marketing has been interrupted.

16. Invasion of the micro-channels.

17. The web no longer belongs to marketers.

18. People are again turning to each other…
Because they can.

19. Blogs

20. The Emergence of New Media
Blogs are now read by 24% of adult Internet users,
up from 13% in 2006
Social networks are now used by 26% of adult Internet
users, up from 17% in 2006
Mobile platform users will double by 2013 in the US
Txt + SMS (including Twitter SMS) already > voice.
Source: mashable

21. 200 Million users+ worldwide
100 Million users log in daily
The average user has 120 friends (WOM)
Daily, 4 million users become fans of a page
30 Million + users access FB via mobile
Average stay on site is over 13 minutes
185 Million Users
Primary age demo: 14-34
Still the top social app. For youth.
Average stay on site is over 10 minutes
11%+ of adults online now use Twitter
12+ million users worldwide
Twitter Search may threaten Google
More and more online conversations now occur
here
Events and websites are discovered here
“Twitter is Word-of-Mouth on steroids.” - @GaryVee
Blogs

22. BLOGS
133+ Million worldwide (50% are here)
25% of internet users read blogs daily
(up from 13% in 2006)
Brands without blogs are losing traction
No blog/dynamic content = weak SEO
Fastest growing demo: Women 24-55

24. 9% MoM Growth
85M Visitors in August

25. 8.9 billion YouTube videos viewed in July.
Downloaded by 120.3 Million US viewers
(That’s 1/3 of the US population.)
Total videos viewed on the web in July: 21 Billion
Source: Comscore

26. Your customers = a vibrant community.

28. And they’re doing their own thing.

31. They choose when to hang out with you.

32. Social Media can help organizations
connect with existing communities
And create new ones.

33. Ways in which Social Media can help your business:
Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (average $ value per transaction), and product penetration
Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations
Online Reputation Management, improved brand image via Social Web
Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence

34. You are no longer in the business of creating value.
You are in the business of creating importance.

35. People don’t get their coffee from Starbucks because of
“value”.
People get their coffee from Starbucks because getting
their coffee from Starbucks is important to them.
Pride.
Image.
Exclusivity.
Passion.
Uniqueness of Quality.
Sharing in a common passion.

36. Plant your flag. Stand for something. Stand out.

37. But don’t forget to listen.

38. Tip 1: Vertical Vs. Lateral Engagement

39. By the way...
There are 2 forces at work in Social Media:
Vertical Engagement
And
Lateral Engagement
This is important.

40. Vertical Engagement= Brand + Customer.
Great Experiences & Brand Loyalty.
(This is not a monologue)

41. Lateral Engagement = customer + customer
Validation and Scale.

42. How does this fit in with traditional marketing?
Advertising
PR
Marketing
Web
events
The Public
Command and Control Model
Vertical
Messaging & Branding
Lateral

43. People share things they love.
Twitter, YouTube and Facebook
Are word-of-mouth on steroids.

44. “The community closes the sale.”
- Porter Gale (@virginamerica)
Virgin America invests in the good will of customers, simply by publicly
acknowledging and supporting them in the same channels where they’re
communicating.

45. Tip 2: The mechanics of Engagement

46. How does this all fit into your existing web strategy?
website
Blog
video
Management
NewsInfo
Action
Stories

47. http://twitterface.com
Engagement tip: Know your tools

48. Creating a Twitterface page promotes awareness and engagement.
Today’s recommendation: Twitterface

49. Engagement

50. Outbound Thinking: Seeding channels
Your website
“Reaching out” basically means planting seeds.
Think of reaching out as spreading your content.
This is basic distribution across various channels.

51. Outbound Thinking: Spreading Content
Write a blog post Share it on Facebook and Twitter
Create an event
On Facebook
Share it on your blog and Twitter
Create a #chat on Twitter Share it on your blog and FaceBook

52. Outbound Thinking: Spreading Content

53. http
Outbound Thinking: Spreading Content

54. http://www.stumbleupon.com/technology

55. Tip 3: Listening & Monitoring

56. Do you really know how to listen?

57. How do you manage your brand in 2009?
www.radian6.com

58. Keyword & Mention Management Dashboards
www.radian6.com

59. Sentiment Monitoring
www.radian6.com

60. More Sentiment Analysis

61. Create Listening Posts Online
BRAND
Blogs

62. Listening & Monitoring platforms/tools
http://www.socialmention.com/
http://www.peoplebrowsr.com/
http://pipes.yahoo.com/pipes/
http://techrigy.com/
http://www.radian6.com/cms/home
http://www.netvibes.com
http://www.twitscoop.com/
http://twitterface.com

63. Tip 4: Responding
(Yes, you’re on 24/7/365 now.)

64. Responding to the public
Your website
Responding to your audience comes in 2 forms:
1. Conversational Responses (chat)
2. Informational Responses (link)
Either way, never argue, always be helpful, don’t
Ever become defensive.

65. Engagement
PR
Responding to the public

67. The river to or about you Custom

68. TweetDeck allows you to create follower categories

69. Search Basic Basic Comp

70. Crisis Management
1. Have a crisis/response plan.
2. Make sure everyone knows the plan. Write it out. Keep it in an
obvious place.
3. Train and drill the plan.
4. Let the press release or official statement guide your responses.
5. Link to the official statement on Facebook, Twitter, the blog, etc.
6. Monitor Social Media for mentions of the incident.
7. Be prepared to respond or answer questions on Twitter and
Facebook.
8. Do not argue with detractors. Calmly state the facts. Be Zen.
9. Be honest and transparent. Social Media dwellers smell BS a
mile away.
10. A swift, kind, honest discussion on Twitter can turn a disaster
into a mere scrape. Relax and don’t take attacks personally.

71. Tip 5: How to manage a Brand on Twitter
http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-
avatars-account-structure-and-response-methodology/

72. Brand Management on Twitter
Face are personable, but lack context

73. Brand Management on Twitter
Logos are clear, but impersonal

74. Brand Management on Twitter
Combining faces + logos = humanity + context

75. Brand Management on Twitter
The 1-800 number.
The lobby.
What people search for
http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-
avatars-account-structure-and-response-methodology/

76. Brand Management on Twitter
http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-
avatars-account-structure-and-response-methodology/

77. Brand Management on Twitter
http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-
avatars-account-structure-and-response-methodology/

78. Brand Management on Twitter
http://thebrandbuilder.wordpress.com/2009/10/02/how-to-manage-an-enterprise-twitter-presence-
avatars-account-structure-and-response-methodology/

79. Measurement & Accountability
Some thoughts about ROI and measurement

80. . . .
RETURN ON INVESTMENT

81. THE R.O.I. EQUATION
Investment Expectation of return

82. ROI =
COST OF INVESTMENT
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
THE R.O.I. EQUATION

83. Non-financial impact is not ROI (yet).

84. Types of non-financial impact
Website Visitors
Click-throughs
Visitors to a brick & mortar store
Positive press
Positive WOM
Negative press
Negative WOM
Customer complaints
Employment applications
Retweets
FaceBook friends
Blog comments
Social mention
YouTube views
Twitter followers
Impressions
Delivered emails
Coupons distributed

85. ROI = actualized potential.

86. Non-Financial Measurement & Accountability
1. Set Goals
2. Set Standards
3. Set Milestones
4. Pick the right measurement tools for the job
http://www.google.com/analytics/
Track website visits
Monitor visitor behavior
Track the growth of your Twitter Account
Monitor your Twitter stats
http://twittercounter.com/pages/dashboard_info
Track video downloads
Track video embeds
Track traffic from SM outposts to your website
Track FB & LinkedIn group members
Track blog visitors & comments
Track offline numbers and results
Track online mentions
Compare mentions
http://www.blogpulse.com/trend
Examples of free tools:

90. 3. Be easy to find.
“search”/ SEO, broad digital footprint.
Always be where your audience is.
2. Take a leadership role.
blog, facebook group, twitter, events,
lectures, media relations, branding.
Inspire. Become important again.
1. Join your community.
blogs, facebook, twitter, events, groups
forums, fund raisers, media.
Reconnect with your audience.
Partner with them more.
4. Inspire passion.
What you do is important. What you do matters.

91. Ask away.
Olivier Blanchard
864.630.7398
www.thebrandbuildermarketing.com
@thebrandbuilder (on Twitter)