Building Brands with Social Media

Kami Watson Huyse, APR and Geoff Livingston

“Building Blocks” by Redroom Studios, Flickr

Defining Brand

"A collection of perceptions in the mind of the consumer."

Definition from Building Brands

How Brands Are Defined

A brand represents a commitment, a promise from an entity to a stakeholder:

① Verbally (orally and in print)② Visually (logo, ads, presentation)③ Experience

Social Media:Why all the hype?

Powerful tools + Easy to use = Everyone can create content

With Social Media Brand Defined by…

• Search engines• New influentials• Customer conversations• Real product experiences

Social Media’s Impact on Branding

Can convey the three aspects of brandsConversations lead to engagement

Viral componentCustomer experience (Reputation)

Community relationsCrisis PR

Integration

The Big Picture

• Strategy drives all corporate communications– What are the objectives?– How can the company achieve its objectives?– Which tools can best address those needs?– Does social media fit in?

Five Ways to Build a Brand

• User-generated experiences• Additional socially-inspired earned media• Turn conversations into loyalty• Word of mouth (viral)• Contribute to the community (grass-roots)

Social Media In a Larger Communications Plan

Outstanding PR tool for third party credibility– Thought leadership– Earned media throughout the long tail– Media influence– Intangibles like speaking engagements– User generated case studies– Crisis tool

Social Media In a Larger Communications Plan

A nice shot in the arm for marketing, too– SEO– Word-of-mouth customer referrals– Product marketing through crowd-sourcing, user-

generated feedback– Conversations provide “live” brochures– Feedback mechanism to adjust strategy– Sales leads– Brand loyalty

Nikon D90

Turning Second Hand Into Vintage

Loyalty Through Engagement

• Conversations should inspire engagement, in turn creating brand loyalty

• Ways to inspire loyalty– Crowd-sourcing– Listen and respond to complaints– Market-centric blog– Create opportunities for customers to interact

with each other (forums, social networks)

Dell Learns to Listen

Word of Mouth (Viral)

Usually includes a brick and mortar component Offers excitement about something not yet

experienced Sometimes inspire controversy, larger story Builds anticipation and desire Target influencers (blogger relations) to start Leverages social networks to spread

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Contributing to the Community

Creating content Participating in larger conversations Integrating into social networks Provide a valuable application Build relationships on and off-line

Image for Radian6

Before Integrating: When in Rome…

Social AnthropologyCommunity defines the mediumBuild it and they might not come

Four Stages of Engagement

I. Listen

IV. EvaluateIII. Contribute

II. Participate

Evaluate

• Interest• Attitude• Action• Results

Kami Watson Huyse, APRPhone: (210) 467-5092

E-mail: kami@myprpro.comBlog: Communication Overtones

Web site: www.myprpro.com

Geoff LivingstonPhone: (703) 647-7513

E-mail: geoff@livingstonbuzz.comBlog: The Buzz Bin

Web site: www.livingstonbuzz.com