3. Steve and Kate Jones are a seemingly perfect couple who, along
with their equally perfect teenagers, Jenn and Mick, move into
a new home in an affluent city suburb. Friendly, confident and
line1
good-looking, they're also loaded with the coolest, newest
stuff and it's not long before they've triggered a wave of
aspirational envy amongst their new neighbors. But the
Joneses are hiding a sinister secret.
8. Based on research on Top 100 Brands in the US:
• Social Media Engagement is directly related to financial
KPIs.
• Social Media Engagement must be deep and wide. Depth
can be measured.
• Engagement differs by industry
• As the number of channels increase, overall engagement
increases at a faster rate
• Starbucks has the highest level of engagement, while
iPhone is the world’s most social brand.
Source: Altimeter Group (July, 2009)
9. Social Engagement & Brands:
1) Deeply engaged on a large number of channels, such
as: Starbucks and Dell . They have dedicated teams
and clear strategy
2) Presence widely (many touch points) but with no
depth, such as: American Express and Hyundai .
3) Deep Engagement on a selected number of
channels, such as: H&M and Philips
4) Limited Engagement on a limited number of
channels, such as McDonalds and BP
Source: Altimeter Group (July, 2009)
23. Engineer the Social Personality of your
BSAs to match the Brand Personality &
Identity
Create the team that supports them with
information & answers
Empower them to serve “above the law”
25. 6) Influencing the Brand
• Social Engagement should work both ways
• Your customers should change the brand
behavior on the smallest details.
• Example: MyStarbucksIdea.com