Carrying the brand into social
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I was asked to come to talk to the marketing and communications teams at Ottawa University at their recent annual conference, Accent uOttawa. The university is undergoing a brand relaunch, and they asked me to discuss how best to take a brand online and into the social Internet. I told the 140 or so team members assembled that when it comes to building brand equity in social media, you need to consider longer term goals. Relationships take time to develop and to build meaningful engagement around a brand is a long term commitment. It’s more of a marathon than a sprint. Plan for the long haul.
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Carrying the brand into social
- 1. Carrying The Brand Into Social Sherrilynne Starkie Accent uOttawa May 21, 2014
- 2. A little about me… • Find me on Twitter, @sherrilynne • Visit me on Facebook, www.facebook.com/sherrilynnePR • Connect with me on LinkedIn, Ca.linkedin.com/in/sherrilynne • Or just Google ‘Sherrilynne’ and you’ll find me
- 4. Agenda • Social = brand equity • It’s about community • Adding value • Mobile first • Social narrative • Active listening • Less talk more action
- 5. Branding = social equity
- 7. #feelfreetotweet To build brand equity through social media use content to stimulate and fuel the conversations that really matter, says @sherrilynne #AccentuO
- 10. #feelfreetotweet Stop thinking of social media as media; focus on what’s social – motives and behaviours that drive participation, says @sherrilynne #AccentuO
- 11. Adding value
- 13. #feelfreetotweet Don’t focus on brand awareness; engage people in their passions, hopes and dreams, says @sherrilynne #AccentuO
- 14. Mobile first
- 16. #feelfreetotweet Mobile devices host tens of billions of social interactions a day. Put mobile at the centre of your social brand strategy, says @sherrilynne
- 17. Social narrative
- 19. #feelfreetotweet Building a brand narrative through storytelling means painting a picture one brush stroke at a time, says @sherrilynne #AccentuO
- 20. Active Listening
- 22. #feelfreetotweet Rich insights are available to brands who listen to what people are saying in social media, says @sherrilynne #AccentuO
- 23. The experience rules • Create strong content • Engage in real interactions • Use hashtags • Update often • Ask for help • Be consistent with visual branding
- 24. #feelfreetotweet • Give your audiences an excellent social media experience; provide valuable content, engage and be human, says @sherrilynne #AccentuO • Thank you! • Questions?
Hinweis der Redaktion
- Many corporate brands have not yet woken up when it comes to mobile. It’s shocking to see how many website are almost impossible to use with a smart phone or tablet. Google tells us that more people around the world now own a mobile phone than a toothbrush, while the UN tells us that more people have access to mobile phones than toilets. More people own mobile phones that own a TV. That’s a huge shift. But recent study revealed that just four in ten brands advertisers consider mobile to be ‘very important’ to their current marketing, while a scant three in ten actually have a mobile strategy at all. Mobile couldn’t be more important in building social brands. In fact, it’s perfect. The technology is personal; its primary purpose has always been to create connection. And, crucially, people have incredible control over their phones. They alone decide which activities they participate in, what content they consume, and where and when they do so.
- Mobile phones started life as a truly ‘social medium’; they were always intended to be a means of connecting people. Maybe this is why chat apps are driving mobile’s share of our social activities even higher. Platforms like WhatsApp, WeChat and SnapChat all have hundreds of millions of active users, and host tens of billions of social interactions each day.
- Making people feel like they’re an important part of your brand’s world, and welcoming them into your communications, both have huge opportunities. In order to maximise effectiveness, therefore, we may need to convey our ‘message’ in a variety of different ways over time, and to different groups of people, before we can establish a sufficient level of shared understanding across the whole audience.