How Big Brands Use Social Media
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Social Media has impacted nearly every aspect of business from research to marketing to sales to customer service to recruitment. But what happens when big brands meet personal brands in social spaces like YouTube, blogs, Twitter, Facebook, online forums, and more? Learn how important niche bloggers, category influencers, the loud minority, and personal social graph’s are becoming to major corporations. (Presented at BrandCampU 2010.)
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How Big Brands Use Social Media
- 1. How Big Brands Use Social Media #brandcampu October 8, 2010
- 2. Presented by Lynne d Johnson, SVP Social Media, The ARF Twitter: @lynneluvah email: lynne@lynnedjohnson.com Slideshare: www.slideshare.net/lynneluvah
- 3. Big Brands
- 4. Social Media
- 5. !"#$%& '()$%Social Media #FAIL Big Brands + *%$& +, !-##(.. Source: Fast Company August 28, 2009
- 6. !"#$%& '()$%Social"+ !,##(-- Big Brands + *%$& Media #FAIL
- 7. Big Brands + Social Media #FAIL »"Many people dream of success. Success can only be achieved through repeated failure and introspec:on. Success represents the one percent of your work that results from the 99 percent that is called failure.” -Soichiro Honda
- 8. It’s Not Always Social Media #FAIL »Marke:ng »PR (Brand Awareness, Buzz) »Customer Service »Brand Relaunches (Crowdsourcing)
- 9. Big Brands + Social Media #Success
- 10. Big Brands + Social Media #Success flavor creator lab environment within the fan page
- 11. Big Brands + Social Media #Success !"#$%&'()"*+"(%,-,(#(%'"" .(/"-..")())$*%" '(%)"*+"'0*&)-%1)"*+"'*'-2"3*'()" 456"&%$7&("2-8(2"1()$,%(/)" black cherry-lime caffeine + 8 key nutrients made by fans, for fans on
- 12. Big Brands + Social Media #Success »Authen:city »Transparency »Engagement »Making Brands More Human »Bringing The Human Voice Into the Brand
- 13. Big Brands Also Use Social Media For... »HR »Consumer Insights & Research (Social Listening)
- 14. What Is Social Media Listening? »“The study of naturally occurring conversations, behaviors, and signals, that may or may not be guided, that brings the voice of people’s lives in to the brand.” ARF Listening Playbook The ARF Listening Playbook by Steve Rapport – Knowledge Solutions Director, The ARF
- 15. Brands can use listening to: » discover new customers » develop new products » monitor the competition » give the consumer a voice » take brand pulse » understand shifts in consumer perspectives
- 16. Why Brands Listen » Find Influencers and Let Them Engage New Customers For You » Listen, Respond, Engage » Don’t Just Sell
- 18. How Brands Listen Free Tools PaidTools • Google Alerts • Ripple 6 Social Insights • Hootsuite Social Media Dashboard • Radian 6 Dashboard • Tweetdeck • Conversition Evolisten • Social Mention • Netbase Consumerbase • Cotweet • Communispace • Scoutlabs • Motivequest • Nielsen Buzzmetrics • Meltwater Buzz
- 19. Social Listening Case Study Source: ARF Listening Playbook
- 20. Social Listening Case Study Example: Hennessy Discovers New Customers The challenge Hennessy stumbled upon a new consumer by listening to linking behaviors. Consumers used Hennessy brand on BlackPlanet pages and linked back to site. The concept Hennessy developed a full research plan to learn more about the consumer and its values and connection with the brand. The result (or) insight Hennessy redeveloped its website to include this new customer into the brand’s messaging, also including recipes and wallpapers for downloading, as well as music integration. Source: ARF Listening Playbook
- 21. The Future of Social Listening The Future Monitoring Complete Lifestreams Knowing Who People Really Are Using Social CRM Tools
- 22. The Future of Social Listening