Brand Management in the Conversation Age

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Presented by Angela Connor to the Executive MBA class at UNC-Chapel Hill's Kenan-Flagler Business School on Friday, June 25, 2010.

Transcript of Brand Management in the Conversation Age

Slide 1

Brand Management in the Conversation Age

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

Understanding how to manage brands in this conversation age has been a learning process and today Im hoping to share some of our learning and engage you in sharing as well. So lets get started.

Who controls your online brand?

YouYour marketing departmentYour employees Your customersHappy DisgruntledIndifferent Your clients Bloggers The general public

Who controls your online brand?

Ask United Airlines

A New Social Brand Experience

Transparency and openness Lets talkDirect consumer interactionShifted 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.

These are actual comments and conversations taking place on Social Networks. Discuss my meeting w/Golden Corral and hjow they were stunned about these mentions.

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Consumer Sentiment

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

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Consumer Sentiment

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

Dominos 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

The cost to the Domino's national brand equity over the long term is still undetermined.

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But dont let that scare you.

Were human We need to connect

People want to connect with other people

People want to connect with brands

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40% of social network users connect with brands and products on those online meeting places, according to a study by InternetRetailer.com

Where do you start?

You are no longer solely in control. Accept and embrace it.The goal is not to control the conversation about your brand.You never really controlled it to begin with.The goal is to enable, inspire, influence and ENGAGE.Your target markets are already conversing online whether you are apart of those conversations or not. Party analogy

Customer ReviewsTwitter PostsSocial UpdatesNews StoriesBlogs

VideosPodcastsAppsGames ReviewsMicro-social NetworksProduct/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

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Letting go starts with giving your customers and your employees the ability to not only engage with your brand but also the ability to:take ituse itchange itmanage itmanipulate itshare itcreate itenforce itretweetitbelieve in itproduce itplay with itget angry at ittalk openly about it

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Brand management in Web 2.0

The best brands are built inside-outListening can be a powerful differentiatorOffline experience impacts online brandProtect your brand in crisisUse 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?

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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

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Begin by listening. What are your customers, clients, target markets saying about your brand, products, services and competitors? What are your employees saying?

Dont just listen - act

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JetBlue Twitter feed screen shot.

Lot of noise about airlines charging extra for bags. Last year, one unhappy JetBlue customer blogged about being charged for a fold-up bike. W/in 24 hours, JetBlue had picked up the post and had changed their policy and communicated it.

Discussion

Other examples where listening is a brand differentiator

Challenges and risks of this approach

Use my Orbitz example

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

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You know its going to be a bad Tuesday when your monitoring turns up a YouTube video titled F-U followed by your brand name.

Thats exactly what happened to one financial institution a couple of years ago. Now the initial response was to shrug it off. I mean this guy looks a little nutty right? Whos going to pay attention to this. Well this screen shot was captured about an hour after it went live and at that pint he had 138,000 views and over 1200 comments.

Turns out at the time this guy was one of the top 20 video bloggers on YouTube, a regular Conan OBrien.

Our advice to the client was to reach out to him. The client was nervous. We first had to figure out who this person really was. We were able to track him back to the midwest, but our client didnt have any locations in his home market. We did further research and found out

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

This is a local company I wrote about for EContent Magazine. Facebook Fridays has increased their revenue by 15%. Will talk about it.

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 listening

Final Thoughts

People 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

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Thank you! Questions?

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