You've got a brand. You think it's awesome. You want other people to think it's awesome too. How do you make it happen? Who do you enlist to help you get people talking and engaged? A marketing professional, a brand ambassador, a community of brand enthusiasts. Possibly. But, how do you use an interactive campaign to engage people not just online, but in-person? And how can you be socially responsible instead of socially overwhelming in the process? Let's face it, there's a fine line between engaging messaging and spam. Let's talk about what works and what doesn't. http://www.is-conference.com/amber-roussel.html

1. THE GLUE BETWEEN YOUR
BRAND & THE PUBLIC
Amber Roussel | Ah-Ha! Creative
@pureamber
IS Conference 2010

2. You've got a brand. You think it's awesome. You
want other people to think it's awesome too. How
do you make it happen? Who do you enlist to help
you get people talking and engaged? A
marketing professional, a brand ambassador,
a community of brand enthusiasts. Possibly. But,
how do you use an interactive campaign to
engage people not just online, but in-person?
And how can you be socially responsible
instead of socially overwhelming in the process?
Let's face it, there's a fine line between engaging
messaging and spam. Let's talk about what
works and what doesn't.

3. LET’S CREATE AWESOME
• My brand is awesome. I want others to think it’s as awesome
as I do.
• How do I get people talking & engaged?
• Who do I enlist to help?

4. GIVE ‘EM SOMETHING
TO TALK ABOUT
• Put yourself out there. Show them your guts.
• Highlight
something... New product? Company changes? New
partnership? Change in focus?
• Interaction is a 2-way street.
• Be real. People care about people.

5. BEULLER?
• Brand Ambassador
• Community of Brand Enthusiasts
• Marketing Pro

6. BRAND AMBASSADOR
• Official representative
• Carries your message to the public
• Gives your company visibility with a personal touch
• Can be an employee

7. COMMUNITY OF BRAND
ENTHUSIASTS
• Word of mouth approach
• Grassroots
• Use your existing community
• Give them the tools & incorporate their inspiration
• Be a leader of the community

8. MARKETING PRO
• Develop the plan of attack
• Consistent messaging
• Brand Management
• Traditional tactics + new media

9. PLAN, PLAN, PLAN
• Decide appropriate timeline
• Set requirements
• Formulate key messaging
• Set goals

10. STAR SEARCH
• Get talent on board
• The right fit is crucial
• Do your homework
• Provide
lots of support & a forum for team involvement -
encourage everyone to speak up and collaborate

11. ...CONNECT THE DOTS

12. INCORPORATE MULTIPLE
TYPES OF ENGAGEMENT
Both Online & Offline

13. ONLINE
• Build your army - Facebook
• Immediate Satisfaction - Twitter
• 3D - Youtube
• Location - Foursquare, Gowalla
• Storytelling - Blogging

14. OFFLINE
• Buzzworthy - Live Events
• Face time - Appearances
• Excitement - Challenges or contests
• Garner support - SMS
• Community care - Non-profit tie-in

15. MAKE SURE THE FRONT END
MATCHES THE BACK END

16. BE SOCIALLY RESPONSIBLE
• Use the opportunity to give back
• Encourage your team to incorporate giving
• Align yourself with the right organization
• Warm & fuzzy = PR mania
• “Love your work & work your love.”

17. MAKE IT STICK
• Follow
through & track your progress - ensure a fair way to
measure success
• Let loose the reins
• Compensate & incentivize
• Give back, give recognition and give praise

18. CASE STUDIES

19. 24|7 CREATIVE
• Facebook - primary
• Youtube - secondary
• 25,000+ fans in 1 month
• 800+ photos shared
• Artistic/creative
focus,
minimal branding by HP &
Intel

20. FORD FIESTA MOVEMENT
• Teams of “agents”
• Regional focus
• Events, Foursquare, SMS -
primary
• Twitter, Facebook, Youtube -
secondary

21. SOUTH AFRICA TOURISM
• Personal experience
• Blog - primary
• Youtube, Facebook -
secondary
• Travel focus

22. Q&A

23. THE GLUE BETWEEN YOUR
BRAND & THE PUBLIC
Amber Roussel | Ah-Ha! Creative
@pureamber
IS Conference 2010