How Social Media Enables Heardable Brands
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The social web requires brands to become 'heardable.' Said another way: Brands that understand the significance of working with the Social Web will be ahead of those brands who are slow to respond, or worse, are seen as anti-social.
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How Social Media Enables Heardable Brands
- 1. How the Social Web Enables Heardable Brands Feb 19, 2010 - Copyright 2010 - Heardable, Inc. - www.heardable.com
- 2. Online, our instincts guide us in an informed way. u We exhibit behavior like bees u We consult with others online who we trust for guidance u We alert others of something meaningful or useful u A quorum can cause a swarm of action 2
- 3. Branding is like beekeeping. 3
- 4. Brands that understand the significance of working with the Social Web will be ahead of those brands who are slow to respond, or worse, are seen as anti-Social. 4
- 5. The opportunity for shared experiences, and consumer influence, through the social web is inexhaustible. In fact, it's embryonic.
- 6. participants in social communication can have a substantial cultural impact on people’s lives
- 7. people culture ideas contributions products service innovations motivations causes Thesemake your brand Source: Arlington Mill Group 7
- 8. brand influencers are shape‐shifting brand perceptions all over the web
- 9. brand management has become a highly unmanageable process. 9
- 10. To be fair, brand management has always considered business objectives as a part of its solution set, but the difference now is how actionablethose solutions really are, and how adaptable brands can be in facilitating these needs, and in real-time. Part of this challenge resides in establishing key metrics and KPIs that are not only efficient, but scalable; the other part resides in being able to garner truly evocative insights (the outputs) that stem from these input values. 10
- 11. In other words, the data, even in its raw form, must tell a story about the market, the consumer and/or the product. 11
- 12. Most brand managers and marketing executives have very narrow windows of time with which to evaluate their brand performance, increase sales and create historical benchmarks for growth. In many respects, what they are asked to do tapdances very closely to the realm of impossibility. 12
- 13. Often times, the most successful brand initiatives are the result of marketplace flukes or phenomena that arise out of marketing or advertising assets that catch fire in unusual or unexpected ways. 13
- 14. Human behavior is unpredictable. Sure, we can make calculated assumptions about our audience and their consumptive behaviors, but the real gold lies in how we course-correct our objectives to match shifts in the marketplace. 14
- 15. How do we do that? 15 h
- 16. 16 By taking all the primary areas of measurement and aggregating them into one, holisticsolution. http://www.heardable.com
- 17. 17
- 18. 18
- 19. 19
- 20. This, in essence, is why Heardable was conceived. 20
- 21. Think of Heardable as the ultimate reporting mechanism for understanding the correlation between brand visibility and company profitability. 21
- 22. trust networks it's time for your brand to capitalize on this dynamic shift in consciousness 22
- 23. or risk becoming… The Invisible Brand 23
- 24. What's your Heardable Score? website heardable.com blog http://heardable.com/blogroll.php twitter @heardable 24 Copyright 2010 Heardable, Inc. www.heardable.com
Notes de l'éditeur
- Companies face an important balancing act between empowerment and control when it comes to taking their brand to social spacesBrand is really the overlooked piece in a lot of social strategies… you see a lot of discussion on how to succeed on Facebook, or to have an effective blog, or Twitter… but less on how fundamentally companies need to think about their brand
- Must more important to your REAL social brand: the people of your company… their ideas, motivations, causes, and yes, their productsThese aspects of who you are as a company are much more important, and compelling, than anything most companies have in their brand guidelinesVery few companies think of these as part of their brand… and do little if anything to share these engaging and human aspects of themselves with the public
- Must more important to your REAL social brand: the people of your company… their ideas, motivations, causes, and yes, their productsThese aspects of who you are as a company are much more important, and compelling, than anything most companies have in their brand guidelinesVery few companies think of these as part of their brand… and do little if anything to share these engaging and human aspects of themselves with the public