Branding with Social Media

the promise behind the brand.

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530


BRANDING
WITH SOCIAL MEDIA

Inspired by The Brand Gap by Marty Neumeier



Presented by Jaci Russo
Senior Partner at

T H E RUS S O GRO UP



WHAT WE WILL COVER:
Branding
Social Media
Integration



WHAT IS BRANDING?
What is it not?



A brand is not a company.



A brand is not a logo.



A brand is not a product.



A BRAND
is a person’s
emotional response
to a company, product
or service.



WHY IS BRANDING
SO IMPORTANT?
Too many choices and too little time
No differentiation between products
People rely on their gut when making choices



There are 1,453 televisions on
the market – how do you pick
the right one?



BRANDING
A promise between
the product and the consumer



Consistent delivery
of the promise creates
trust



Trust promotes
loyalty



Loyalty leads to
ADVOCACY



THE BRAND PROMISE
Best price, Best service
Best product

WHAT?!


Those are not promises
– they are lies.



The consumer
isn’t going to fall
for false promises anymore



The brand promise
must be Authentic
Based on an actual point of differentiation
Authentically claimed and delivered
The essence of the brand itself



It must also be delivered at
every touchpoint

Everywhere the consumer
comes in contact
with the company and product.



DOWNTOWN LAFAYETTE’S UPCOMING EVENTS

TM

SUNDAY, MARC H 16, 2009
THE NEW MUSIC SERIES
SP O NSO RED IN PART BY



Before you start using social
media to market your brand,
You need to know what
you are going to say



WHAT IS YOUR BRAND ?



FOCUS
Define the one
differentiating and powerfully
compelling quality that makes
your brand Razor sharp



CONNECTION
Connect with your audience by
establishing your voice, and
defining your message



HARMONY
Unify your brand by developing
branded touchpoints that
establish trust



NOT PRICE
If price is your only point of
differentiation, you are not
building a brand.
You are selling a commodity.



NOT PEOPLE
Every company says they
have great people. What makes
yours better than theirs?



NOT SERVICE
If you promise it and then fail
to deliver, you can’t get it back



CHANGE THE CONVERSATION
No generic false promises
Only your TRUE Brand
Promise



Is the brand effort worth it?



Interbrand’s report on brand
value from 2008 illustrates
what the return on your
investment in branding is worth



Brand Report Card of Brand Value 2008



You can position your company
to become THE choice
in your category



1. REALIZE
the consumer owns the brand
You have to change the
conversation:



What mental real estate
is yours to own?
What emotions do you evoke?
What differences can you
authentically claim?
Why should we care?



BE
DIFFERENT!



2. RESOLVE
Your promise is your brand
Develop a relationship with
your consumer



Give them something
to belong to
Deliver on your difference
Build your tribe



History of Advertising

1900 What is it - FEATURES

1925 What does it do for me - BENEFITS

1950 How does it make me feel - EXPERIENCE

2000 Who Am I – BELONG



People join tribes
to become a part of a
community.



3. REINVENT
Consumers are in control
You can’t yell at them
You can’t treat them like they are stupid
You can’t buy their attention
You have to be where they are
You have to speak their language



4. RELATE
Brand a tribe
We want to belong
We want to be a part of something
We want to connect with others like us
We want to be in the club



5. REACT
Brand launch
Your brand deserves a professional logo
Your brand deserves
professionally printed business cards



Your brand deserves professionally
designed sales materials
Your brand deserves a great website
Your brand deserves a great reaction
from your audience



Once you have your house
in order, then you can
invite the public to visit.



Traditional Media
In the beginning – there were
a limited number of options



New Media
Now, there are too many
choices…too many distractions



Total Media
Companies spend $4.5B
annually to buy a crowd
Advertising Age Magazine
December 2008



Now there is

SOCIAL MEDIA



Social Media provides
opportunity for social
marketing, which is better
than advertising
because it –



•Creates a connection
•Develops a relationship
•Builds a brand
•Forms a tribe



Social Media is NOT:
About advertising
A place to sell
Yelling at the masses



Social Media is:
All about
THE CONVERSATION



Social Media
There are a lot of choices out there
and new ones launch daily



Steps to Social Success
It’s just like attending a conference



LISTEN
Find out the who, what,
where, why and when
Read up on current events
Study the panelists and decide who
you want to listen to



LISTEN TO YOUR INDUSTRY



LISTEN



WEBSITE
•Easy domain name
•Well developed, interesting, no ads
•Captures your brand essence
•Update it regularly



BLOG
•Easy to set up with Blogger or Wordpress
•Regular updates
•Use pictures and video
•Add variety to your content
•Not just about you
•Provides a place for conversations



Select content to tell others that it’s great
StumbleUpon Digg
Let people know about events
Upcoming
Bookmark content of interest
del.icio.us



EMPLOYEES
•Use social media for recruitment
•Get to know your employees and what
they are doing (and who they are doing
it with)
•Create a policy for their role



IS IT WORTH IT?
•Less expensive than traditional media
•Spend time not money



IS ANYBODY OUT THERE
WATCHING?



THOSE AREN’T MY PEOPLE
•My customers aren’t online
•How could I use the internet for my B&B



BROWN LURES - SELLS FISHING LURES
•Podcast ‘fishing stories’
•YouTube ‘how to’ videos
•Guides up and down the coast subscribe
•Uses RSS and content tagging
•E-mail marketing for trade shows



WWW.BROWNLURES.COM



BEING THE FIRST TO USE SOCIAL
MEDIA IN YOUR CATEGORY GIVES
YOU THE OPPORTUNITY TO
DOMINATE YOUR CATEGORY



LINCOLN SIGN COMPANY -
MAkES SIGNS LOCALLY
•Blogs as sign is made
•Gives customers the experience
of the sign creation
•‘Memory Box’ with scraps
•Customers are connected



WWW.LINCOLNSIGN.COM



RADIO PROGRAMS HAVE BENEFITED
GREATLY FROM PARTICIPATION IN
SOCIAL MEDIA



kIDDLIVE.COM



IN 2008 90% OF PURCHASES
WERE MADE AFTER RESEARCH
ONLINE.
Inc. Magazine January 2009



RECAP
•Branding is crucial
•Social Media helps to create
community around your brand
•All it takes is time or money



QUESTIONS?



BRANDING
WITH SOCIAL MEDIA


Branding with Social Media

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (20)

Semelhante a Branding with Social Media

Semelhante a Branding with Social Media (9)

Mais de Jaci Russo

Mais de Jaci Russo (14)

Último

Último (20)

Branding with Social Media