How Big Brands Use Social Media
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How Big Brands Use Social Media #brandcampu October 8, 2010
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Social Media has impacted nearly every aspect of business from research to marketing to sales to customer service to recruitment. But what happens when big brands meet personal brands in social spaces like YouTube, blogs, Twitter, Facebook, online forums, and more? Learn how important niche bloggers, category influencers, the loud minority, and personal social graph’s are becoming to major corporations. (Presented at BrandCampU 2010.)
Transcript of How Big Brands Use Social Media
How Big Brands Use Social Media
#brandcampuOctober 8, 2010
Presented by Lynne d Johnson, SVP Social Media, The ARF
Twitter: @lynneluvahemail: [email protected]: www.slideshare.net/lynneluvah
Big Brands
Social Media
Big Brands + Social Media #FAIL!"#$%& '()$% *%$& +, !-##(..
Source: Fast Company August 28, 2009
Big Brands + Social Media #FAIL!"#$%& '()$% *%$& "+ !,##(--
Big Brands + Social Media #FAIL
»"Many people dream of success. Success can only be achieved through repeated failure and introspec:on. Success represents the one percent of your work that results from the 99 percent that is called failure.” -Soichiro Honda
It’s Not Always Social Media #FAIL
»Marke:ng
»PR (Brand Awareness, Buzz)
»Customer Service
»Brand Relaunches (Crowdsourcing)
Big Brands + Social Media #Success
Big Brands + Social Media #Success
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Big Brands + Social Media #Success
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»Authen:city
»Transparency
»Engagement
»Making Brands More Human
»Bringing The Human Voice Into the Brand
Big Brands + Social Media #Success
»HR
»Consumer Insights & Research (Social Listening)
Big Brands Also Use Social Media For...
»“The study of naturally occurring conversations, behaviors, and signals, that may or may not be guided, that brings the voice of people’s lives in to the brand.”
What Is Social Media Listening?
ARF Listening PlaybookThe ARF Listening Playbookby Steve Rapport – Knowledge Solutions Director, The ARF
» discover new customers
» develop new products
» monitor the competition
» give the consumer a voice
» take brand pulse
» understand shifts in consumer perspectives
Brands can use listening to:
Why Brands Listen
» Find Influencers and Let Them Engage New Customers For You» Listen, Respond, Engage » Don’t Just Sell
How Brands Listen
How Brands Listen
Free Tools• Google Alerts • Hootsuite Social Media Dashboard • Tweetdeck • Social Mention • Cotweet
PaidTools• Ripple 6 Social Insights • Radian 6 Dashboard • Conversition Evolisten • Netbase Consumerbase • Communispace• Scoutlabs • Motivequest • Nielsen Buzzmetrics • Meltwater Buzz
Social Listening Case Study
Source: ARF Listening Playbook
Social Listening Case Study
Example: Hennessy Discovers New Customers
The challengeHennessy stumbled upon a new consumer by listening to linking behaviors. Consumers used Hennessy brand on BlackPlanet pages and linked back to site.
The conceptHennessy developed a full research plan to learn more about the consumer and its values and connection with the brand.
The result (or) insightHennessy redeveloped its website to include this new customer into the brand’s messaging, also including recipes and wallpapers for downloading, as well as music integration.Source: ARF Listening Playbook
The Future of Social Listening
The FutureMonitoring Complete Lifestreams
Knowing Who People Really Are Using Social CRM Tools
The Future of Social Listening
