Presented by Votigo at the 2013 Snowsports Industry of America SnowShow, Denver, CO, Jan. 31-Feb. 2.

1. The Social Brand
Engaging and Activating Customers
Jeff Rozic
Director of Marketing
@votigo
The Social Brand: Engaging and Activating Consumers

2. Starters
Thank You!
Questions…
#SIABluebird Photo Giveaway
• Follow @SIASnowsports
• Take a photo
• Search #SIABluebird and Retweet
The Social Brand: Engaging and Activating Consumers

3. Market Research
The Social Brand: Engaging and Activating Consumers

4. Engaging & Activating Your Social Audience
• Share interesting content
• Elaborate your brand story
• Behind the scenes
• UGC, Personal Stories
• History, values, culture
• Photos, videos, articles
• Games & Apps
• Become a destination
• Promotions & Exclusives
The Social Brand: Engaging and Activating Consumers

5. Engaging Fans With Eye-Catching Content
The Social Brand: Engaging and Activating Consumers

6. A Destination for Great Content
The Social Brand: Engaging and Activating Consumers

7. Find the Best Social Channels for Your Brand
• UGC Videos
• Product Demonstrations
• Interviews
• Behind the Scenes
The Social Brand: Engaging and Activating Consumers

8. • Daily Engagement
• Announcements
• Promotions
• Behind the Scenes
• Photos, videos, dialog
The Social Brand: Engaging and Activating Consumers

9. • Photos
• Behind the Scenes
• Visual Gallery
The Social Brand: Engaging and Activating Consumers

10. • Instant communication
• Event communication
• News & Announcements
• One-on-one communication
• Twitter chats
The Social Brand: Engaging and Activating Consumers

11. • Hang-outs
• Social Search
• Increase Visibility
• Long-term
The Social Brand: Engaging and Activating Consumers

12. Creating a Branded Destination
The Social Brand: Engaging and Activating Consumers

13. A Standalone Blog that Personalizes the Brand
• Quality Content
• Leverage Influencers
• Multiple Contributors
• Content destination, with
social support
The Social Brand: Engaging and Activating Consumers

14. Creating a Consistent Brand Image
The Social Brand: Engaging and Activating Consumers

15. The Social Brand: Engaging and Activating Consumers

16. Put Your Fans’ Lifestyle on Display
The Social Brand: Engaging and Activating Consumers

17. The Social Brand: Engaging and Activating Consumers

18. The Social Brand: Engaging and Activating Consumers

19. Showcase Your Products & Personality
The Social Brand: Engaging and Activating Consumers

20. The Social Brand: Engaging and Activating Consumers

21. 3 Bigs…
The Social Brand: Engaging and Activating Consumers

22. 3 Huge Advantages SIA Brands Have
• Aspirational affinity/leisure/celebrity
• Visual stunning-ness
• The attention of your audience
anytime of day!
@jimmy_adams
Your audience is literally thinking of you as they go to sleep!
The Social Brand: Engaging and Activating Consumers

23. 3 Big Decisions You Must Make
• Who: handles your social? Internal?
Agency partner? Athletes?
Leadership? What tools and budget
do you resource?
• Where: An abundance of
channels…which do you choose?
Where is your audience?
• What: are you trying to achieve?
The Social Brand: Engaging and Activating Consumers

24. 3 Trends for Integrating The Social Brand:
1) Social is not a standalone
activity…it is art of marketing
lifecycle
2) Social tech allows brands to
connect with email, CRM, ads, ERP
3) Social is measurable and
ROI-accountable
Q: How are you measuring social?
The Social Brand: Engaging and Activating Consumers

25. 3 Big Decisions: What Are Your Social Goals?
• Create ongoing engagement & community
• More visibility, SEO & Edgerank
• Increase brand awareness
• Reward loyal fans
• Learn more about your fans
• Activate Customers…67%
Q: Can you afford to “do social” if you’re
not activating customers?
The Social Brand: Engaging and Activating Consumers

26. 3 Last Things You Must Do In Social
1) Go Across Channel
2) Measure & Repeat
3) CRM
Q: What comes next in your social strategy?
The Social Brand: Engaging and Activating Consumers

27. Thank You!
Questions?
Jrozic@votigo.com
The Social Brand: Engaging and Activating Consumers