1.
Brand Evolution & Innovation
@mylifescape
#innovationtoday
Cherylann Smith
Digital Innovator
@GlobalMouse
@DigitalCrunchZA

2.
Brand innovation is beyond new media. New
media is not new, it’s not the future. It’s now.

3.
Where do you find time to be on all the social
networks. Beyond traffic building. Main
objective is quality and engagement.

4.
WTF? We need to think, act, and generate
ideas with the speed and agility of the change
that surrounds us.

5.
Social networks. Sean Parker – Napster. We
live on the internet.

6.
Welcome to the world as we knew it.

7.
The way we share has changed. Instant
sharing. A hunger for participation.

8.
Social for everyone, everywhere

9.
Everyone is an expert and conversations are
everywhere.

10.
I share. Therefore I am. Teenagers send 3339
texts per month, unless it’s a girl, then its
closer to 4000 – N.Lubin

11.
Your company sets the directions of the brand.
Your community determines your actual brand
image. You’ve never been in control.

12.
Catch the wave. Observe. Listen. Plan.

13.
Re-inventing your organisation. Don’t throw
everything you know away. What works?

14.
Some still believe: Don’t fix what’s not broken.
If your competitors are playing in the social
space, they will engage with your customers.

15.
Social media audits. Social is past the “shiny
new object” phase. It’s not a channel. It’s a
component of your brand and communication
strategy. Integration is key.

16.
Back to the drawing board. Refreshing your
brand in the digital age. Back to basics first.
Listen. Watch. Learn. Insight for strategic
campaigns. Positive. Negative. Neutral. This
highlights who is talking about your brand.
Integrate these insights into your planning.

17.
How to perform a Social Audit. Review your
accounts. Review your competitors. Listen.
1. Take a close look at all your online accounts and do a gap analysis.
What opportunities are you missing out on?
2. Have you opened accounts and forgotten about them.
3. What content is being shared and engaged with the most?
4. What conversations are already being had that you can join?
5. How often are you posting? What time of day are you posting?
6. Define how you will respond to criticism.
7. Are staff participating. How? Are there rules in place?
8. Internal organizational evaluation of tools, resources, assets.
9. Set goals and people responsible for content and updates.
10. Develop actionable best practices to achieve your social objectives

18.
Remember to check your web presence.
1. Is your site responsive. How does it display on tablets and phones?
2. Check your content and make sure it’s optimised for Google.
3. Is your design out dated.
4. How much traffic do you have to your website
5. What email marketing processes are in place for the organisation
and for your clients?
6. Do you have a show case of your work
7. Define internal staff roles for online marketing
8. Do you have an online press office
9. Define a calendar of online activity
10. Link your social activities to your website
11. What is your key message to the market. Is this clear online?

19.
Competitors Communications Audit
1. Find your competitors social accounts.
2. Do they exist. Are the profiles filled out. What kind of avatar do
they have. Are they active?
3. Popularity and frequency. How and when are they engaging
4. What are their fans asking? What do they like. What do they share?
5. Most commonly used words around the product/brand
6. Identify potential gaps in the market
7. What creative do they have. Do they change it. How often.
8. Have a greater understanding around how the brand is positioned
in the social media world
9. Are traditional media campaigns discussed
10. Are they integrating with activations

20.
Connecting people. Creating experiences.

21.
Everything’s changing. You don’t get to where
you want to be by advertising a lot. You get
there by having remarkable conversations and
change what it means to be your brand.

22.
Making the right choice. Plan to win.
Revitalize by brining the brand promise to life
online. Is your online brand face pretty?

23.
Social media efforts should always be an
intuitive, natural extension of current brand
strategies, strengthening brand identity and
driving customer affinity.

24.
So how do you create communities?

25.
WRONG QUESTION…

26.
“Communities already exist. Instead, think
about how you can help that community do
what it wants to do” - Mark Zuckerberg

27.
Understanding the community by listening
and engaging. Give people stuff to share.
Think participation and content.

28.
Community + relationship marketing is not
about broadcast. Create experiences. Build
trust. Be honest. Respond timeously.

29.
h"p://www.youtube.com/watch?v=zpdcUakdQVA&feature=player_embedded
Best bus stop

30.
“Plan not for the people you reach, but for the
people that they reach” Branding is an
ongoing evolution of marketing, research and
conversations. Start with listening.

31.
When you listen you know what to share.
Connecting at the right time with the right
people and giving people stuff to share.

32.
What story are you telling? Are you
broadcasting. Are you telling to an audience?
Stop doing that. Be authentic. Be remarkable.
You don’t have an audience.

33.
What do you want people to remember about
you. What behaviour are you wanting to
change. What value are you adding?

34.
Community involvement. The role of new
media is all about connections.

35.
Connections. Influencers. Conversations. Be
consistent, like with any friendship. This is
how ideas spread.

36.
What kind of people do you want to be
involved in your brand? Bring those people
into the conversation.

37.
Start somewhere. Remember to get the basics
right.
• Create your own organization, methods & tools
• Get beyond campaign-thinking
• Define the value through engagement
• Tell positive stories with measurable outcomes
• Build a training culture
• Share successes
• Connect with a digital centric network
• Client education and training
• Budget segmentations

38.
Twitter isn't just the world's watercooler
anymore – it’s the world's high street. Grow
your business. Improve your relationships.

39.
KLM Surprise. #Innovation

40.
Everyone is looking for you. Will they find
you? Your website is still relevant. So is
Google.

41.
This is your new business card. Your website is
still relevant. So is Google.

42.
Age of overload. Having more choices has
never been more scary.

43.
Do I have to be on social media to be fresh or
is this just a passing fad? Things are already
changing so quickly.

44.
Making the right choices for your brand.
Sharing the right content. Connected
experiences.Visual. Timely. Relevant.

45.
The missing link. Be willing to grow and
evolve.
• Happily ever active content
• Create relevant content instead of more. That’s worth sharing
• Boost your blogger outreach
• Connect and grow your network with the right people

46.
Project Uganda. The ‘everywhere library’
Media Innovation.

47.
Don’t be scared of social media. “We know we
need to be there, but where do we begin?”

48.
Surround yourself with expert What are your
priorities. Who can help you reach your goals?

49.
Average is ‘so yesterday’. Collaboration is key
if you want remarkable integration. Raise
your standards internally. Identify and nurture
an environment for internal “champions”. You
can’t continue working as silos.

50.
Remember your own expertise. Watch.
Engage. Learn. Adapt. Strive to inspire.

51.
Move at the speed of culture or become
irrelevant. To stand out from the rest realise
that the future is now. Think, what can we
give, before we ask what can we get.

52.
Crowdsourcing.

53.
#Innovation

54.
#Crowdsourcing

55.
ROI. Impressions. Clicks. Acquisition.
Engagement. Fans. Engaged Fans. Fans
talking about us. Reach. Frequency. Traffic.
Visits. Retention. Conversation. Conversion.
Leads. Interactions. Transactions.

56.
ROI? What are you investing in. What are you
measuring. Think: Return on relationship!

57.
Use the tools out there.

58.
h"p://www.slideshare.net/cherylannsmith
Use the free tools available.

59.
The attracting to social media is it’s ability to
be used as part of an experience, rather than
an experience in isolation.

60.
Small steps to big change
1. Live digital centric and build the rest of your campaign around
that
2. Take advantage of the fact that data radically improves digital
and integrated strategy
3. Eliminate the lines, and rather consider the opportunities
4. Look at the rules, and realize that they no longer make sense in
your marketing mix and the way you choose to relate to your
customer
5. Develop a plan to shift significant budget to digital so that you
give digital significant chance to make a real difference.
6. Be Google optimised and be ready to be found when
consumers are ready to look you up.

61.
Be different with the same principles. Don’t
change overnight. Innovation is crucial to
competitive success.

62.
Let’s talk.
Questions?
@mylifescape
#innovationtoday
@GlobalMouse
@DigitalCrunchZA

63.
Cherylann Smith
@mylifescape
#DigitalCrunch
cherylann@globalmouse.co.za
http://www.linkedin.com/in/cherylannsmith
I am a passionate, innovative big picture thinker who
can connect digital and social to all other aspects of
the client business to drive growth opportunities.
@mylifescape
#innovationtoday
@GlobalMouse
@DigitalCrunchZA

64.
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