9. • Find your customers
• Why are we doing this?
• Gather all stakeholders
• Establish a strategy
• Draft up the content
• Plan launch and execution
• Monitor your Rep.
• Update,Update,Update!
11. • Use tools like:
– Google blog search
– Twitter search
– Inbound analytics links
– Friend requests
• Look at where competitors hang
• Look at where relevant conversations are
taking place
13. • Is it appropriate to have a presence?
• Are we just looking for SEO?
• Do we prefer not to be exposed?
• What is viewed as success?
• Are we serious enough to commit
resources?
• Where do we plan on taking the brand in
the future?
15. • Establish the message
• Understand what we can and can’t say
• How will we moderate?
• Who will update?
• Establish objectives
• Who’s voice?
• Where will we source content?
• What does the brand represent?
17. Do:
• Define a roadmap and connect efforts
• Establish ground rules
• Select appropriate tools
• Understand your place in the ecosystem
• Offer customers value for attention
• Be medium specific
• Be transparent
18. Don’t:
• Invade conversations
• Expect attention
• Do it for doing it’s sake
• Pretend to be someone your not
• Disrespect the medium
19. “Work out how we can engage interested relevant
consumers and turn them into brand
champions.”
“Find out who holds influence and leverage that.”
“Connect customers at effective points of their
daily engagement cycle”
“Create great content and referrals for when
people research the product.”
27. • Having a static facebook page is like
having an old, unkempt shop, it doesn’t
look good
• Content should be updated as often as
possible
• Queries should be answered
• The brand should participate
• Keep it fresh or don’t do it at all
• Rapid response medium
28. Examples of Brands
Succeeding in this space
• Nestle Chunga
• Blogs:
• Twitter:
• Facebook: