Brand Management in the Conversation Age

June 25, 2010 Executive MBA Program, UNC Chapel Hill Angela Connor | Social Media Manager, Capstrat

Who controls your online brand?

• You• Your marketing department• Your employees • Your customers

• Happy • Disgruntled• Indifferent

• Your clients • Bloggers • The general public

Who controls your online brand?

Ask United Airlines

A New Social Brand Experience• Transparency and openness “Let’s talk”• Direct consumer interaction• Shifted expectations • Increased consumer influence • Larger audience reached in seconds

Consumer Sentiment ourdee: Managed to control my gluttonous urges @ Golden Corral, though I did have 2 plates of 'endless baby back ribs'. Salad w/ fat free dressing?

Mike Pavlik ... Anybody want to go to Golden Corral with me on Sunday? Just a warning tho..last time i was there for over an hour. I also bring a small baggie so i can take home a few cupcakes, and i also bring in my own little bottle of skim milk and my own spray butter...which true story by the way back in 07, the manager came outside ... See Moreand said, sir..is this your butter? You left it on the table." Ha, what a manager!!!!

Greg Dee Why are there a million people at the gym this morning? Did Golden Corral have a 2 for one special last night?

Eileen Hoffman Taking Mum to see Disney's "Oceans" today and then out for a bite at Golden Corral. Hope the weather holds up

Julio Latigo I am looking forward to the buffet at Golden Corral! Meatloaf is calling my name....this is what happens when you unintentionally miss breakfast.

Consumer Sentiment

http://www.youtube.com/watch?v=76QFWNd0JoY&feature=related

Consumer Sentiment

Description: A site to arrange piss ups for former Borders people!

Domino’s Fallout

• “The perception of Dominos' brand quality went from positive to negative in approximately 48 hours.”

-Online research firm YouGov

• “65% of respondents who would previously visit or order Domino's Pizza were less likely to do so after viewing the offensive video.”

-HCD Research

But don’t let that scare you….

We’re human – We need to connect

People want to connect with other people

People want to connect with brands

Where do you start?

• Customer Reviews• Twitter Posts• Social Updates• News Stories• Blogs

• Videos• PodcastsAppsGames Reviews• Micro-social Networks• Product/Comment Ratings• # of Engaged Consumers

YOU ARE MORE ACCOUNTABLE TO YOUR BRAND PROMISE NOW THAN EVER BEFORE!!!

Accountability is Key

Let go and gain more

Brand management in Web 2.0

1. The best brands are built inside-out2. Listening can be a powerful differentiator3. Offline experience impacts online brand4. Protect your brand in crisis5. Use engagement to change perceptions

A branded campaign vs. the brand

• Continued shift to more focused brand campaigns.

•Instead of visiting AmericanExpress.com they say to visit OpenForum.com.

•Campaigns that promote products as well as your social awareness.

•Consumers are more interested in what you give back to society.

•Creating brand experiences that go beyond your product

1. Brands are built inside-out

Engage internal stakeholdersEstablish guidelines and processesManage internal expectationsTraining throughout organization

Discussion

Who owns social media?

2. Listening as a differentiator

Where are your target markets congregating?How and what are they communicating?Who are the influencers?What are their pain points?

Training andPractice

Companies should use social networks to:

• Solve my problems (43%)• Solicit feedback on their products

and services (41%)Source: Cone, 2008

Begin by listening

Don’t just listen - act

Discussion

Other examples where listening is a brand differentiator

Challenges and risks of this approach

3. Offline experience drives online reputation

Match the response to the situationBe nimble, be quickShowing up is half the battleWhat happens on the web stays on the web

Power to the People

4. Protecting your brand in crisis

Establish monitoring systemCreate crisis responsePractice makes perfectThe best defense is a good offenseTake a long-term approach

Discussion

Are you prepared to protect your reputation?

Who in your organization has the responsibility for online reputation management?

Name Your Dream Assignment

Going viral on a shoestring budget

Generating earned media

Name Your Dream Assignment

6. Changing brand perceptions

Know your brand legacyEngage with your audienceTap into existing communitiesEvaluate and learn

The Power of Engagement

Discussion

Other examples where social media are used to increase the perceived value of a brand.

What are your favorite examples of brands who are using social media to drive business.

Training andPractice

Begin by listeningFinal ThoughtsPeople are talking whether you like it or not

Understand we live in a new day with new rules and expectations

We live in very exciting times

Thank you! Questions?

Angela Connor, 919.573.6307aconnor@capstrat.comTwitter: @communitygirlLinkedIn: AngelaConnor