Today, consumers are presented with so many variables that affect their purchasing decision. New competition is arising every day. Real-time information is readily available. And social media technology has led to a flood of brand-consumer communication channels. For these reasons, it has become even more important to have a well-defined brand.

1. Is Your Brand at the Core of Your
Social Media Program?
in 2011 it better be … #brandit
@bolsocial
2010.12.08

2. Housekeeping … to Get the Slides
1 Request a 1-on-1 lab online Follow the BusinessOnLine Social
Media team on Twitter at:
http://www.businessol.com/labs
@BOLSocial
if Tweeting about this session,
2 Recorded presentation & slides will please use this hashtag:
be sent via email following the event #brandit
3 Become a Fan of BusinessOnLine at:
www.facebook.com/BOLOptimized
#brandit

3. Meet the BOLSocial Media Team
Follow the BusinessOnLine Social
Media team on Twitter at:
@BOLSocial
if Tweeting about this session,
please use this hashtag:
#brandit
Michael Weisfeld Howard Chen
Director of Social Media Senior Social Media Analyst
Senior Web Strategist @mynameshoward
@mrweisfeld
http://www.linkedin.com/in/mic
haelweisfeld
#brandit

4. Brands we’ve worked with …
#brandit

5. AGENDA
Keynote Address:
The Enhanced Importance of Branding
The Story of a Good Brand
Brand Marketing
Cultivating Brand Love
The Human Connection
Smart Brand Equation
Communicate via the Brand
Hear from the Experts:
2011 Trends in Social Media Marketing
#brandit

6. Make this Session Interactive …
Kevin Farr
Social Media Analyst
@BOLSocial
Follow along live &
if Tweeting about this session,
please use this hashtag:
#brandit
QUESTIONS ???
please submit questions throughout today's
session and they will be address in the final
15 min of the webinar.
#brandit

7. The contribution of brand to the value of a company
THE STORY OF A GOOD BRAND

8. Zappos & IBM
#brandit

9. Branding can be a Differentiator
Trust
Emotion
Loyalty
Connection
Value
Knowledge
Honesty
Integrity
Appearance
Interests
Uniqueness
#brandit

10. A Unique Brand Identity Is Critical
Focus on authentic qualities -
real characteristics of the
value and brand promise
Infuse your identity in all
facets of marketing – online
and offline
Evolve with consumer
attitudes and habits
#brandit

11. Brand Value Can Make a Big Difference
Source: http://www.collings.co.za/brand_valuation/
#brandit

12. Value of Brand Equity
+ 33%
average
contribution
to the value
of a company
Source: http://www.gfmag.com/tools/global-database/economic-data/10621-best-global-brands-2010.html
#brandit

13. POLL #1
Are you using
Social Media to
enhance your Brand ?
#brandit

14. Social Media Builds Brand Connections
#brandit

15. Building trust through brand marketing
BRAND MARKETING

16. Brand is an Important part …
… of the company and
communicates
all aspects of the company to
the consumer.
#brandit

17. Brand Marketing of Yesterday
In the past, at best a Brand had a billboard or a TV
spot and consumers had limited product information.
#brandit

18. Brand Marketing of Today (2011)
Now, the
marketplace
is cluttered
with lots of
information
and
messaging
competing
for attention.
#brandit

19. Industries Are Saturated
At the core is the human drive to feel empowered by
information throughout all stages of the purchasing life-cycle.
So what does this mean for brands in the information age?
#brandit

20. Developing a social media brand identity
THE HUMAN CONNECTION

21. Brands Cultivate Emotional Bonds
Develop a brand identity that mirrors human
attributes, is emotive in nature and lends
itself to building trust so that you leave an
indelible imprint on users.
#brandit

22. Brands Embody Human Attributes
Brands can be the voice of a
company and personify
human emotions:
Thoughts
Feelings
Perceptions
Images
Experiences
Beliefs
Attitudes
#brandit

23. Brands Create the Human Connection
a strong brand will
inspire
people on the inside
#brandit

24. (Good Product + Awareness) x Love = Brand Equity
SMART BRAND EQUATION

25. Convert Awareness to Equity
( BUSINESS
(
Smart brands understand their customers.
#brandit

26. Harness Brand Passion
Social Media gives customers the tools to give back.
#brandit

27. Create Brand Love
Brand love translates
to “perceived value”
in the eyes of the
customer.
Achieved through
humanization of a brand
and establishing
connections.
Motivates people to
ignore logic; fostering a
“have to have it” attitude.
#brandit

28. Penetrating the Sphere of Influence
Inspire prospects to trust
information originating
from the brand
Activate existing
customers to build trust
for your brand within their
personal networks
#brandit

29. You’ve got the Brand now where are the people?
COMMUNICATE VIA THE BRAND

30. Proper Brand Communication
Determine your
audience’s NEEDS in
relation to your
brand, products
and/or services
#brandit

31. Where to Communicate the Brand
The brand exists within
a community, and the
community benefits
from the brand.
Understand where your
audience spends time online Interaction
and the rules of the online
community
#brandit

32. Communication Based on the USERS
Understand your audience’s social
profile composition
Be on target with tone and
messaging, and preferences
Social Profiles
defined by:
#brandit

33. Communication Based on GAPS
Communicate missing information about a product
or service offering.
Ensure all touch points are seamlessly enjoyable and
integrated across channels.
Customer Service, Online, Public Relations, Advertising, Social Media,
Sponsorships, Charity, etc.
#brandit

34. Communication Based on TRUST
Earn trust and inspire loyalty
Create a brand of empathy that
demonstrates and understands
users’ pains, hopes and goals.
Be conceptually on target with
the product/service and what
the company stands for.
#brandit

35. Communication Based on COMPETITION
Allows users to
differentiate brands
Maintain openness and
transparency
#brandit

36. Communication Based on NEED
New industry trends
Product extensions
Emerging markets
Lessons learned from
previous initiatives
Campaign analytics
Thought leadership
Customer Insights
Survey feedback
Brand monitoring
#brandit

37. No Matter What the Communication
Always be consistent
Use the Brand as a filter
#brandit

38. Learnings from 2010 and adding value in 2011
2011 TRENDS

39. POLL #2
What is your Brand going to focus on in 2011?
create ROI measurements
Develop Internal Education & Training
Apply Social Insights to Product Roadmap
Determine Organizational Model
Bet Buy-in from Stakeholders
Develop a Listening / Monitoring Solution
Get Tools and Technologies in Place
Increase Budget / Headcount
Create Policies and Procedures
#brandit

40. Methodology For Determining Trends
#brandit

41. 2011 Social Media Trends
Internal Program Organization
Privacy Issues
Mobile Strategy
Social Commerce
Value Attribution & ROE
(Return on Engagement)
Social CRM
#brandit

42. Internal Program Organization
More brands will look to define the
internal structure of their social
media programs so they can
represent themselves as human
beings instead of logos.
#brandit

43. Internal Program Organization
Importance:
Get out from behind the
logo! Formalize the
program, empower your
employees and engage.
Humanization of the brand
requires strong brand
participation on the
employee level
Education and governance
must be in place to
empower employees to
participate on the brand’s
behalf
#brandit

44. Internal Program Organization
How:
Identify the internal structure your organization should achieve
Assess the necessary budget, time, and resources required to reach this
internal structure
Assign roles and responsibilities
#brandit

45. Internal Program Organization
How:
Instill governance across all social media initiatives
Customer service
Branded/owned content production and promotion
Influencer and advocacy programs
Develop a social media center of excellence
Ongoing education
Oversight and support
Forward thinking
#brandit

46. Privacy Issues
Consumers are becoming more
aware of social media privacy.
Brands should too.
#brandit

47. Privacy Issues
Importance:
Consumers have heightened sensitivity &
expectations about privacy in social media
i.e. Facebook’s privacy settings
Several social media initiatives utilize consumer
information
Applications
Promotions and contests
Attribution analytics
#brandit

48. Privacy Issues
How:
Identify the data you’ll be collecting and how you’re going
to use that data
Understand FTC guidelines
Review platform terms of use
Perform audit of existing social media initiatives
Apply ethical practices to ongoing social media initiatives
#brandit

49. Mobile Strategy
“Your mobile strategy is an
extension of you, your brand,
your products, your image,
your reputation and even your
people. It reflects you. It
represents you. It is you.”
– m-strat.org
#brandit

50. Mobile Strategy
Importance:
Smartphone adoption
is on the rise
More marketing focus
on multichannel
customer acquisition
Mobile is a strong tool
for driving foot traffic,
engagement, retention
and BUZZ …
#brandit

51. Mobile Strategy
How:
Define goals
Understand your personas
Integrate mobile strategy into marketing strategy
Develop mobile initiatives including:
Mobile application
Location-based programs
Ad placement
QR codes
Review mobile strategy best practices
#brandit

52. Social Commerce
Purchasing decisions are better made
with others. Empower your
customers to share their thoughts.
#brandit

53. Social Commerce
Importance:
Peer influence can help push
prospects through the
purchasing process
Gather customer insights on
specific products or services
Direct connection with
customers with positive and
negative reviews
Utilize reviews in marketing
materials
#brandit

54. Social Commerce
How:
Identify what motivates your users to proceed
along the purchasing cycle
Install social commerce initiatives including:
Ratings and reviews
Informational content
QR codes
Group buying
#brandit

55. Value Attribution & ROE
We can measure KPIs, but what
about social media value? Success
should be aligned with value.
#brandit

56. Value Attribution & ROE
Importance:
Social media metrics must Customer Engagement &
be aligned with program Activity
goals
Assess campaign and
platform effectiveness
through attribution Program Costs
Each initiative should be
accountable towards not
only the conversion but also
the sale Social Media Value
#brandit

57. Value Attribution & ROE
How:
Measure customer engagement in the form of:
Lifetime engagement value
Referral value
Influencer value
Insights value
#brandit

58. Social CRM
2011 will be about
managing conversations.
#brandit

59. Social CRM
Importance:
Consumers are in control
of the relationship
Consumers want relevant
and personalized content
Consumers want to be
heard and contribute to
the evolution of their
favorite brands
#brandit

60. Social CRM
How:
Identify your buyer’s purchasing Awareness
funnel
Consideration
Develop content specific to each
phase along the funnel Direct
Response
Attribute comments and inquires to Purchase
a phase within the funnel
Repurchase
Feed personalized/contextual
messaging and content to the user Loyalty
to provide relevant and improved
user-experience
Life-Style
#brandit

61. Conclusion & Questions
WRAP UP

62. In Conclusion
Build a human connection around your brand by
developing your brand identity
Understand how to communicate your brand by looking
at your users, gaps, trust, competition, and overall
immediate needs
Create and facilitate brand love amongst your more
passionate customers
Instill your brand identity into all social media initiatives
moving forward in 2011
#brandit

63. businessol.com/labs

64. Thank You! Questions?
Request a 1-on-1 Strategy Lab
http://www.businessol.com/labs
Michael Howard Kevin
Weisfeld Chen Farr
Director Senior Analyst Analyst
#brandit

65. APPENDIX

66. Meet your Host …
Michael Weisfeld
Director of Social Media
Senior Web Strategist
http://www.linkedin.com/in/michaelweisfeld
Experience:
Building Websites & Strategies since 2002
Background in “Big 5” Management Consulting
Areas of Web Expertise:
Strategy @mrweisfeld
Social Media
Search Engine Marketing
Usability
Business Analyst
Some of the Brands I’ve helped >>>>>>>>>>>>>>>>>
#brandit

67. Meet the Social Media Analyst
Howard Chen
Senior Social Media Analyst
Experience:
Social Psychology and Marketing Background
4+ Years of Usability and User Behavior Research
2+ Years Focus in Social Media
Areas of Concentration:
Social Media Strategy and Tactics
Social Media Monitoring @mynameshoward
User-Experience
Some of the Brands I’ve helped >>>>>>>>>>>>>>>>>
#brandit

68. Social Media is Maturing
Source:
http://www.slideshare.net/jeremiah
_owyang/career-social-strategist
#brandit

69. Social Media is Estimated to Grow 34% Annually
#brandit

70. Social Networking Spend
From 2010 to 2015, social network promotional
spending will grow about 380%.
#brandit

71. Brand Asset Valuator: Brand Strength
Source: http://s3.amazonaws.com/ppt-download/measuringbrandvaluepatrickcollings-100403083848-phpapp01.pdf
#brandit

72. Brand Asset Valuator: Brand Stature
Source: http://s3.amazonaws.com/ppt-download/measuringbrandvaluepatrickcollings-100403083848-phpapp01.pdf
#brandit

73. Brand Asset Valuator: Power Grid
Brand Strength
(Differentiation / Relevance)
Brand Stature
(Esteem / Knowledge)
#brandit