Social brand fitnessHeadstream - the social brand agency

http://www.my1stmarathon.com/wp-content/uploads/2010/03/running.jpg

Few brands were built to be social. They weren’t created to converse. The future success of a brand is dependent on how quickly it can evolve to meet the desire of a connected people to engage with it.

Brand

The community the brand wants to engage with

The problemA simple truth about social branding

Relentless effort to fun and rewarding

Getting you from here to there

game plan

strategic intent

us them?????

community

compelling

authentic

transparent

true

reputation

problem measurement?

Strategic intentTop down or the other way?

Adoption is polarized across organisations

Some people love it, some not so much

Knowledge management is keyBut ROI is still proving hard to demonstrate

The way people collect and share knowledge and information has

changed

People like to collaborate and create

connections

Work is where we spend much of our adult life

Social media is a growing part of people’s daily

repertoire

The way people collect and share knowledge and information has

changed

People like to collaborate and create

connections

Work is where we spend much of our adult life

Social media is a growing part of people’s daily

repertoire

Attract engaged staff through social

platforms

Share and amplify culture and values

Idea generation:

crowd sourcing new ways to do things and solve

problems

Share information and

disseminate news in near real-time

Connect distributed workforce

Discover and share skill-sets and expertise

Rapid on-boarding of new staff

The way people collect and share knowledge and information has

changed

People like to collaborate and create

connections

Work is where we spend much of our adult life

Social media is a growing part of people’s daily

repertoire

Digitised content:

information sharing across organisation

and distributed workforce

Social networking:

professional profiles and community

creationMobile

technology: keeping people aligned

and connected, from podcasts

to apps

Event amplification: socially enabled

events

Social learning:

self development and sharing through

collaborative training platforms

Social functionality: from comments

to polls

Innovation: social jams/huddles for social brainstorming

Staff as ambassadors:

engaged workforce as advocates

Reputation management: surfacing issues,

listening and responding, visible

leadership

Principle 1: Actively listen

Understand what people care about

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Understanding social sentiment

- Pre, mid and post-bid digital and social media active listening- 140,000 mentions analysed- Finding negative issues, media mix, influencers and sentiment shift- Insights and recommendations to inform 2010/11 strategy

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Principle 2: Appropriate social behaviours

The need for authenticity

http://www.dailymail.co.uk/news/article-559574/Buster-busted-The-oldest-London-Marathon-runner-isnt-101--hes-ONLY-94.html

Buster busted: The 'oldest London Marathon runner' isn't 101... he's ONLY 94

Do something interesting(Guitar Hero 5 - Activision)

@guitarherouk Twitter profile was set up in April 20092,823 followers as of 17 November 2009Organic growth no promotion411 updates, which averages at 2 updates per day

Engagement driven by passion points

‘Who’s you favourite guitarist?’‘What’s your favourite guitar solo?’‘How many of you out there played guitar hero last night?’

Different relationships

Customer service Advocates PR

Comments and suggestions

Social media optimisation

Do a world record

Guitar Hero 5 world record

Pre-event amplification and engagement

Guitar Hero 5 world record

PR

Guitar Hero 5 world record

Pre-event localized content

Guitar Hero 5 world record

Live event updates

Guitar Hero 5 world record

Post-event

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MP4-12C Launch

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Principle 3: Create win-win relationships

Appropriate social behaviours

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Social brand indicatorsNine indicators to what will happen

when you socialise your organisationStrategic

intentWinning

relationshipsInfluencer networks

Brand outposts

Engagement

Knowledge transfer Responsive Technology

People

Social brand barriersWhat stops us?

Reputational issues

Resource drain

Managing technology

Policies and guidance

View of social media

Value demonstration

Demonstrating ROI

Effect

Currency

Influence

Reward

AwarenessEngagement Followers Share of voice

Utility Incentive

Sentiment

Entertainment InformationPersonal value

Continue the conversation

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