The Social Brand: Engaging and Activating Customers

1. The Social Brand Engaging and Activating Customers Jeff Rozic Director of Marketing @votigoThe Social Brand: Engaging and Activating Consumers

2. StartersThank You!Questions…#SIABluebird Photo Giveaway• Follow @SIASnowsports• Take a photo• Search #SIABluebird and Retweet The Social Brand: Engaging and Activating Consumers

3. Market ResearchThe Social Brand: Engaging and Activating Consumers

4. Engaging & Activating Your Social Audience• Share interesting content• Elaborate your brand story • Behind the scenes • UGC, Personal Stories • History, values, culture• Photos, videos, articles• Games & Apps• Become a destination• Promotions & Exclusives The Social Brand: Engaging and Activating Consumers

5. Engaging Fans With Eye-Catching ContentThe Social Brand: Engaging and Activating Consumers

6. A Destination for Great ContentThe Social Brand: Engaging and Activating Consumers

7. Find the Best Social Channels for Your Brand• UGC Videos• Product Demonstrations• Interviews• Behind the Scenes The Social Brand: Engaging and Activating Consumers

8. • Daily Engagement• Announcements• Promotions• Behind the Scenes• Photos, videos, dialog The Social Brand: Engaging and Activating Consumers

9. • Photos• Behind the Scenes• Visual Gallery The Social Brand: Engaging and Activating Consumers

10. • Instant communication• Event communication• News & Announcements• One-on-one communication• Twitter chats The Social Brand: Engaging and Activating Consumers

11. • Hang-outs• Social Search• Increase Visibility• Long-term The Social Brand: Engaging and Activating Consumers

12. Creating a Branded DestinationThe Social Brand: Engaging and Activating Consumers

13. A Standalone Blog that Personalizes the Brand• Quality Content• Leverage Influencers• Multiple Contributors• Content destination, with social support The Social Brand: Engaging and Activating Consumers

14. Creating a Consistent Brand ImageThe Social Brand: Engaging and Activating Consumers

15. The Social Brand: Engaging and Activating Consumers

16. Put Your Fans’ Lifestyle on DisplayThe Social Brand: Engaging and Activating Consumers

19. Showcase Your Products & PersonalityThe Social Brand: Engaging and Activating Consumers

21. 3 Bigs…The Social Brand: Engaging and Activating Consumers

22. 3 Huge Advantages SIA Brands Have• Aspirational affinity/leisure/celebrity• Visual stunning-ness• The attention of your audience anytime of day! @jimmy_adamsYour audience is literally thinking of you as they go to sleep! The Social Brand: Engaging and Activating Consumers

23. 3 Big Decisions You Must Make• Who: handles your social? Internal? Agency partner? Athletes? Leadership? What tools and budget do you resource?• Where: An abundance of channels…which do you choose? Where is your audience?• What: are you trying to achieve? The Social Brand: Engaging and Activating Consumers

24. 3 Trends for Integrating The Social Brand:1) Social is not a standalone activity…it is art of marketing lifecycle2) Social tech allows brands to connect with email, CRM, ads, ERP3) Social is measurable and ROI-accountableQ: How are you measuring social? The Social Brand: Engaging and Activating Consumers

25. 3 Big Decisions: What Are Your Social Goals?• Create ongoing engagement & community• More visibility, SEO & Edgerank• Increase brand awareness• Reward loyal fans• Learn more about your fans• Activate Customers…67%Q: Can you afford to “do social” if you’renot activating customers? The Social Brand: Engaging and Activating Consumers

26. 3 Last Things You Must Do In Social1) Go Across Channel2) Measure & Repeat3) CRMQ: What comes next in your social strategy? The Social Brand: Engaging and Activating Consumers

27. Thank You! Questions? Jrozic@votigo.comThe Social Brand: Engaging and Activating Consumers