Keynote presentation at 2009 GMA Consumer Complaints Conference. The impact of social media on brand credibilty

1. The POWERFUL Consumer Social Media’s Impact on Brand Equity and Credibility Grocery Manufacturers Association New Orleans, May 8, 2009 Myra Golden www.MyraGolden.com

2. “ A brand is no longer what we tell the customer it is. It is what consumers tell each other it is. ” —Scott D. Cook Director, The Procter & Gamble Co .

7. WAY?SM?

8. Social Media Blogs, product review sites, message boards, YouTube, Twitter, FaceBook… What is

10. 1 Start monitoring social media 2 Get involved in the conversation

11. WHAT you need to monitor

16. HOW to monitor Social Media

27. Getting involved in online conversations

31. Travel Tip Tuesday

32. JetBlue connects w/customers by promptly answering questions, resolving issues, and by using a friendly tone in “Tweets”.

34. Starbucks does a terrific job of having conversations with followers and offering quick replies to ALL posts. LA1

37. 1 Engage consumers you might not reach otherwise 2 Builds loyalty 3. Problem resolution w/ customers that might not otherwise complain 4. Surprise & Delight opportunity