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Social Media and the Rise Of The Brandividual

Social Media and the Rise Of The Brandividual

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The Age of the Brand is waning and the Age of the Brandividual is rising. What does that mean for your business? What are the pros and the cons of the brandividual? How do you engage brandividuals in social media?

The Age of the Brand is waning and the Age of the Brandividual is rising. What does that mean for your business? What are the pros and the cons of the brandividual? How do you engage brandividuals in social media?

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Social Media and the Rise Of The Brandividual

  1. 1. Social Media & the Rise of the Brandividual * CNW Media Breakfast: March 26, 2009
  2. 2. <ul><li>#KateRocks </li></ul>
  3. 3. <ul><li>#CNW </li></ul>
  4. 4. Today, let’s discuss … <ul><li>What is social media? </li></ul><ul><li>Brand  Brandividual </li></ul><ul><li>Implications for business </li></ul><ul><li>Practical things you can do </li></ul>
  5. 5. LintBucket Media (LintBucket.com) is a boutique marketing agency headquartered in Vancouver that focuses on social media marketing and community building. <ul><li>Our Services: </li></ul><ul><li>Social Media Marketing & Communications </li></ul><ul><li>Blogger Outreach Programs </li></ul><ul><li>Community Development </li></ul><ul><li>Internal Social Media Implementation </li></ul><ul><li>SEO-driven Copywriting </li></ul>OneDegree.ca is one of Canada's leading online publications about digital marketing, online communications and social media -- penned by some of Canada's bright lights and rising stars in these areas. MyNameIsKate.ca – blogging about the intersection of marketing, technology and design, plus other juicy bits.
  6. 6. <ul><li>http://mynameiskate.ca/brandividual.html </li></ul>
  7. 7. What is social media? <ul><li>Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks. </li></ul><ul><li>~ Wikipedia </li></ul>
  8. 8. http://fasticon.com/freeware/
  9. 9. http://www.flickr.com/photos/astromysicism/2928862568/
  10. 12. http://sxoop.com/twitter/
  11. 13. American Medial Association
  12. 14. http://en.wikipedia.org/wiki/File:Pig-pen_peanuts.PNG
  13. 16. http://sxoop.com/twitter/
  14. 17. The Age of the Brand is Waning
  15. 18. The Age of the Brandividual* People Figures: David Armano - Logic + Emotion Blog
  16. 19. *Hattip to David Armano http://darmano.typepad.com/
  17. 20. What is a brandividual? <ul><li>Not just any employee. </li></ul><ul><li>A passionate employee. </li></ul><ul><li>Passionate about: </li></ul><ul><ul><ul><li>Your Company </li></ul></ul></ul><ul><ul><ul><li>Your Products </li></ul></ul></ul><ul><ul><ul><li>Your Customers! </li></ul></ul></ul>
  18. 21. Resource: http://mashable.com/2009/01/21/best-twitter-brands/
  19. 22. <ul><li>Why is the brandividual good for business? </li></ul>
  20. 23. <ul><li>In the short-term: </li></ul><ul><li>Trust! </li></ul>
  21. 24. “ It’s harder to distrust a person than it is to distrust a corporation.” Deloitte
  22. 26. Istockphoto.com YourCo
  23. 27. <ul><li>“ At the same time we get information (from a person), we get information about the character of the person giving the info.” </li></ul><ul><li>~ Nora Young, CBC Radio … on using social media </li></ul>
  24. 28. Istockphoto.com
  25. 29. <ul><li>Why else is the brandividual good for business? </li></ul>
  26. 30. <ul><li>Longevity </li></ul><ul><li>(everything lives forever on the internet) </li></ul>
  27. 33. <ul><li>Here’s where social media works for business </li></ul>
  28. 36. <ul><li>What’s the downside of brandividuals? </li></ul>
  29. 37. Istockphoto.com
  30. 38. http://www.flickr.com/photos/lovethedaisy/2661204242/
  31. 39. http://www.flickr.com/photos/swanksalot/105848786/
  32. 40. http://www.flickr.com/photos/22280677@N07/3346026450/
  33. 42. <ul><li>It’s still early days. </li></ul><ul><li>Experimentation is OK* </li></ul><ul><li>* If you’re not a jerk about it </li></ul>
  34. 44. Lessons Learned by P&G <ul><ul><li>Cause matters </li></ul></ul><ul><ul><li>Personal networks trump paid placements </li></ul></ul><ul><ul><li>Social media is a full time commitment </li></ul></ul><ul><ul><li>Suspicion runs rampant </li></ul></ul><ul><ul><li>You can't please all the people all the time </li></ul></ul>http://blogs.forrester.com/ebusiness_strategy/2009/03/lessons-from-pg.html
  35. 45. Let’s Get Practical … <ul><li>Where do you start? </li></ul>
  36. 46. <ul><li>Own Your Name </li></ul><ul><li>You can’t have every variation of every brand you own. </li></ul><ul><li>But try to register your preferred name on the major services. </li></ul>
  37. 47. <ul><li>Be Human </li></ul><ul><li>Identify the brandividuals behind your accounts. </li></ul><ul><li>All public-facing employees should have LinkedIn Profiles </li></ul>
  38. 48. <ul><li>Don’t Accept the Default </li></ul><ul><li>Each social media has it’s own best practices. </li></ul><ul><li>And it’s not the default settings. </li></ul>
  39. 49. <ul><li>Know Where Your </li></ul><ul><li>Customer Lives </li></ul><ul><li>You don’t have to be everywhere. </li></ul><ul><li>Use the tools to find and engage your community. </li></ul>
  40. 50. Resource Recommendations … http://www.forrester.com/Groundswell http://www.friendswithbenefitsbook.com/ Disclosure: I am the technical reviewer of the upcoming printed edition.
  41. 51. Resource Recommendations … <ul><ul><li>Chris Brogan - social media and community strategy - http://www.chrisbrogan.com </li></ul></ul><ul><ul><li>Mashable - Web 2.0 and Social Media News & Analysis (tool oriented) -http://mashable.com </li></ul></ul><ul><ul><li>ReadWriteWeb - Web Apps, Technology Trends, Social Networking - http://readwriteweb.com </li></ul></ul><ul><ul><li>Jeremiah Owyang - Social Media & Web Strategist for Forrester Research - http://www.web-strategist.com/blog </li></ul></ul><ul><ul><li>Universal McCann's Report - When Did We Start Trusting Strangers - http://www.universalmccann.com/ </li></ul></ul><ul><ul><li>Pew Internet & American Life - http://www.pewinternet.org/ </li></ul></ul>
  42. 52. Questions? http://www.flickr.com/photos/calavera/65098350/
  43. 53. http://www.flickr.com/photos/vernhart/1574355646/
  44. 54. <ul><li>http://mynameiskate.ca/brandividual.html </li></ul><ul><li>[email_address] </li></ul>

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