DELIVERING ON THE BRAND PROMISE: Using social media as a communication tactic
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This discussion paper was developed to explain the medium and persuade senior leadership to embrace social media as a communication tactic. It includes briefs on a number of social media sites. Sections of the presentation have been removed for confidentiality reasons.
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DELIVERING ON THE BRAND PROMISE: Using social media as a communication tactic
- 1. DELIVERING ON THE BRAND PROMISE: USING SOCIAL MEDIA AS A COMMUNICATION TACTIC WITHIN A GLOBAL PROFESSIONAL SERVICES FIRM Discussion Paper, Susan Stewart, July 2010
- 2. This discussion paper was developed to explain the medium and persuade senior lleadership to embrace sociall media as a d hi t b i di communication tactic. Sections of the presentation have been removed for confidentiality reasons. Susan Stewart http://www.slideshare.net/SelbyStreet p y http://selbystreet.wordpress.com/ https://twitter.com/SelbyStreet
- 3. 01 Branding “ Brand context Brand is, in its , essence...a promise Dr. Philip Kotler ”
- 4. 01 Building the brand WHO WHAT HOW WHY Who are the What we do as How we do it Why we do people we an organisation? i ti ? different to our diff tt what we d ? h t do? target? competitors? STAKEHOLDER BUSINESS BRAND BRAND FOCUS FOCUS EXPERIENCE ESSENCE
- 5. 01 Communicating the brand WHO WHAT COMMUNICATIONS STRATEGY HOW STAKEHOLDERS WHY MODE / MEDIUM / TACTIC SOCIAL MEDIA
- 6. 01 Communicating through social media VISION BRAND OUR PEOPLE OUR CLIENTS OUR INDUSTRY OUR COMMUNITY & TARGETS & PEERS v Comms Business Client Networking Marketing Networking Public Relations Recruitment Marketing Philanthropy (intranet, OIP) development Engagement External Social Media Seminars Proposals / Bid Client Service Thought Thought Corporate Social Leadership Media Advertising (WB) Management Management Leadership Leadership Responsibility Forums f2f Comms External (Meetings, Events) Account Client service Social Media leadership Website Boards Awards Website Website Management Review forums Reward & Social Recognition Social Media CRM tool Collateral Social Media Social Media Collateral Media Behaviours Images g Images g Training Social Media Social Media
- 7. 01 Message to e-medium brand vision purpose / core message e-medium SECONDARY CLIENT – express understanding and appreciation of – website > case studies, profiles studies FOCUSED client needs – twitter > follow our clients and tweet their – tell the story of the client and our unique achievements solution – digg/delicious > tag client outcomes (related to our – demonstrate “trusted advisor” and work) “partnership” relationships p p p – website > visuals and design g – reflect brand promise RESEARCH – reflect “underpinned by research” – website > thought leadership publications DRIVEN – convey the business as an influential global – slide share > presentations (publications, seminars, thought leader presentations, projects) – blog > commentary, profile our thought leaders – delicious > global impact, refer to others – targeted blog/website > tailored context (eg. zero) GLOBAL STUDIO – maximise global presence – delicious > global impact – illustrate the global reach, local impact – website > breadth and depth of global projects – convey the business as an influential global – website > global studios, local leaders (profile leaders thought leader by region – link to blog commentary) – demonstrate a link beyond the employee ie. – blog > commentary on local events, in a global context stakeholders, alumni (the business cult) – twitter > tweet global stories – Facebook / LinkedIn > updates
- 8. 02 Open branding “ “IfBrandhave a brand, you’re under you context threat. Your customers have always had an idea about what your brand y signifies, an idea that may vary from the image you are projecting. Now, they are talking to each other about that idea ” idea.” Excerpt from Groundswell ”
- 9. 02 Open branding INNOVATION IN ACTION To be recognised as an innovator, we must be an innovator and align ourselves with other innovators
- 10. 03 Social media “ Brand context The end game isn’t being in social g media, it’s what you do with social media. Anon ”
- 11. 03 Facebook ABOUT – nearly half a billion users – 350 million accounts late 2009* BENEFITS – content posted on the page is indexed by search engines – blog content loaded on the page wall ensures deeper content is front and center for people who land on the page and aren’t familiar aren t with the blog(s) – can be accessed and updated via phone USES/RECOMMEDATIONS – attract Boomerangs back to the business – share social b siness e ents and project a f n work en ironment business events fun ork environment – create a business site and stream updates (projects, people, media) http://www.facebook.com *http://hbr.org/2010/03/one-cafe-chains-facebook-experiment/ar/1
- 12. 03 Facebook http://www.socialmediaexaminer.com/5-new-studies-show-facebook-a-marketing- powerhouse/
- 13. 03 Twitter ABOUT – 40 million Twitter updates every day* BENEFITS – content posted on twitter is indexed by search engines – can use plug-ins (Twitter Tools on Wordpress, TwitPics) or automation services like Hooutsuite and SocialOomph to make sure blog posts and a ou ce e s are being ed o e announcements a e be g fed to the Twitter s ea e stream – can follow keywords (the business, competitors, topics etc) in a dedicated search column – can link feeds on the website and share tweets from those following on the intranet/website – tweets that are retweeted are shared on non-follower pages – handles (#) can be used to maximise searching – can be accessed and updated via phone USES/RECOMMEDATIONS – announce new project work, innovations, research, new staff and promote our clients and partners – create multiple h dl th t would enable a diff t lti l handles that ld bl different focus and tf d stakeholder group eg. services, industry focus http://www.twitter.com * http://www.socialmediaexaminer.com/3-simple-steps-for-creating-social-media-visibility/
- 14. 03 LinkedIn ABOUT – is a business-oriented social networking site – As of 21 June 2010 LinkedIn had more than 70 million registered users, spanning more than 200 countries and territories worldwide BENEFITS – content posted on LinkedIn is indexed by search engines – companies can list jobs and search for potential candidates – job seekers can review the profile of hiring managers and discover which of their existing contacts can introduce them. – users can follow different companies and can get notification about the new joining and offers available – can be accessed and updated via phone USES/RECOMMEDATIONS – promote new positions – announce new project work, professionals joining and new research – create, contribute and generate dialogue with a specialist group http://www.linkedin.com/companies
- 15. 03 SlideShare ABOUT – SlideShare is a business media site for sharing presentations, documents and pdfs d t d df BENEFITS – slides can be loaded onto the site and shared with access 24/7 – companies can create a channel, load al their content and attract followers (refer left) – embed slideshows into your own blog or website. – share slideshows publicly or privately. There are several ways to share privately. . – download the original file – can link slides to LindedIn and Facebook USES/RECOMMEDATIONS – create and load (non confidential) slide decks with different themes (eg. sector, discipline, region, studio etc) – business development ad hoc presentations – Recommendation: review privacy settings and the need for access to slide decks and d lid d k d documents. C t Consider creating a b i id ti business channell h www.slideshare.com
- 16. 03 Hootsuite ABOUT – Hooutsuite is a social media dashboard to manage FaceBook, LinkedIn, WorPress, T itt and other sociall media accounts in one centrall place W P Twitter d th i di t i t l BENEFITS – social media analytics – uploads to multiple sites from one point – capability to p a a d sc edu e pos s capab y o plan and schedule posts – monitor brand and key terms in social media sites – ability to shrink url using ow.ly USES/RECOMMEDATIONS – manage the business LinkedIn, Twitter, FaceBook sites from a central location – Recommendation: create an account to manage and evaluate social media sites and activities effectively and efficiently http://hootsuite.com
- 17. 03 You Tube a). ABOUT – Video sharing site – As of 21 June 2010 LinkedIn had more than 70 million registered users, spanning more than 200 countries and territories worldwide BENEFITS – content posted on YouTube is indexed by search engines USES/RECOMMEDATIONS – feature project and case study thought leadership – Recommendation: create a channel and load project videos and podcasts b). www.youtube.com
- 18. 03 Blog ABOUT – 1.8 billion people are on the web BENEFITS – blogs enable deep and intimate dialogue – can demonstrate expertise and knowledge of design beyond the business projects – ability to e pose personality of our designers ab y o expose pe so a y o ou des g e s – can project a more dynamic brand – can link to other social media sites – content posted on a blog is indexed by search engines (therefore a benefit to separate a blog and a website) – “a blog is a search engine magnet. When you post consistently and constantly, constantly the search engines tend to index your content more frequently”. USES/RECOMMEDATIONS – feature projects and thought leadership – Recommendation: align with website strategy (blog either part of or separate to the website) www.wordpress.org www.posterous.com www.blogger.com
- 19. 03 digg ABOUT – Virtual bookmark that is shared globally – “How do we do this? Everything on Digg — from news to videos to images — is submitted by our community (that would be you). Once something is submitted, other people see it and Digg what they like best. If your submission rocks and receives enough Diggs, it is promoted to the front page for the millions of our visitors to see.” BENEFITS – content posted on the site is indexed by search engines – alternate medium to share the business stories (link back to the website) USES/RECOMMEDATIONS – announce new project work and research – load and share media stories about the business – Recommend: create an account to load media releases and new website stories www.digg.com
- 20. 03 delicious ABOUT – “Delicious uses a non-hierarchical classification system in which users can t each of th i bookmarks with freely hi h tag h f their b k k ith f l chosen index terms” BENEFITS – content posted on the site is indexed by search engines – alternate medium to s a e the bus ess stories ( a e a e ed u o share e business s o es (link bac toback o the website) USES/RECOMMEDATIONS – announce new project work and research – load and share media stories about the business – Recommend: create an account to load media releases and new website stories www.delicious.com
- 21. 04 Going forward “ Brand context The No. 1 reason to j join the social media evolution is to take control of your brand, both as a firm and as an individual professional Evelyn Lee E l L If You’re Not Online, You’re Behind Design Intelligence 2010 ”
- 22. 04 Going forward Social media is a genuine opportunity for the business to promote, build and cement our brand. We can not ignore that the business is already in the social media environment – created by our people, media organisations and other professionals. professionals We can’t stop the wave, we need to ride it. And with a strategic and integrated approach we can manage how are brand is projected and help build a reputation with our clients, professionals and industry aligns with our vision and brand strategy Going forward – discuss and review social media options – consider resources required to maintain a social media sites – address how best to align our approach with branding, website, resourcing and organisationall elements i ti l t – develop a plan and present to the leadership
- 23. “ Your brand is Brand context formed primarily, not by what your company says about itself, but what the company does. Jeff Bezos, Amazon ”