My presentation from Social Media 2011 - humanizing your brand

1. Humanizing Your Brand
October 12, 2011

2. What Makes a Brand “Human”

6. “Things don’t have to change the world to be important.”
- Steve Jobs

8. Source: Wikipedia

10. “Business customers are people
too, and they love to connect in
social channels”
Josh Bernoff, author and analyst

11. Where B2B marketers plan to
spend in 2012
• 20% social media;
• 19% online ads;
• 18% mobile marketing;
• 17% search engine marketing
ANA (Association of National Advertisers)

12. Marketers Biggest Headaches
v Data Explosion
v Social Media
v Proliferation of Channels and Devices
v Shifting Consumer Demographics
IBM CMO Study 2011

14. All too often, B2B marketing
efforts are restrained by a deadly
seriousness that simply ignores
the humanity of the target.
Fast Company

17. Source: Wikipedia

18. Source: Wikipedia

19. Source: Wikipedia

20. Source: Wikipedia

21. Source: Wikipedia

27. “…increased productivity in the call center by 10 percent and quality of guest care
continues to rise”

29. • Sense of humor
• Stick with the shtick
• Resourceful
• Open/transparent
• Consistent

30. “Delivering customer value is paramount — and an organization’s behavior is as
important as the products and services it provides” IBM CMO Study
• Always say
“Please” and
“Thank You”
• Personal … &
professional
• Talking with
not at
• Resourceful

31. • Innovative
• Understanding
the audience
• Patience
• Sense of humor
• Taking risks
• Track and
measure

32. • 2.7 times increase in website traffic
• 3.2 times increase in conversion
• 5.3 times increase in blog traffic
• 6.0 times increase in registration of community
members
• Numerous awards, coverage, recognition

33. Humans Solve Problems
v Data – resourceful, helpful, pointed (vs just
entertaining)
v Social Media – building awareness,
relationships (vs making deals, specials)
v Proliferation of Channels and Devices -
(integrated pull/push/pull marketing campaigns,
reusable content)

35. Thank you!
Christine Perkett
cperkett@perkettpr.com
P: 781.834.5852
@PerkettPR and @missusP
http://www.linkedin.com/in/christineperkett
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