Branding With Social Media

the promise behind the brand.
The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

BRANDING
WITH SOCIAL MEDIA
Inspired by The Brand Gap by Marty Neumeier

Presented by Jaci Russo

Senior Partner at
T H E RUS S O GRO UP

WHAT WE WILL COVER:

Branding
Social Media
Integration

WHAT IS BRANDING?
What is it not?

A brand is not a company.

A brand is not a logo.

A brand is not a product.

A BRAND
is a person’s
emotional response
to a company, product
or service.

WHY IS BRANDING
SO IMPORTANT?
Too many choices and too little time
No differentiation between products
People rely on their gut when making choices

There are 1,453 televisions on

the market – how do you pick
the right one?


BRANDING
A promise between
the product and the consumer

Consistent delivery
of the promise creates
trust

Trust promotes
loyalty

Loyalty leads to
ADVOCACY

THE BRAND PROMISE

Best price, Best service
Best product
WHAT?!
Those are not promises

– they are lies.


The consumer
isn’t going to fall
for false promises anymore


The brand promise

must be Authentic
Based on an actual point of differentiation
Authentically claimed and delivered
The essence of the brand itself

It must also be delivered at

every touchpoint
Everywhere the consumer

comes in contact
with the company and product.

DOWNTOWN LAFAYETTE’S UPCOMING EVENTS
TM
SUNDAY, MARC H 16, 2009

THE NEW MUSIC SERIES
SP O NSO RED IN PART BY

Before you start using social

media to market your brand,
You need to know what
you are going to say

WHAT IS YOUR BRAND ?

FOCUS
Define the one
differentiating and powerfully
compelling quality that makes
your brand Razor sharp


CONNECTION
Connect with your audience by
establishing your voice, and
defining your message


HARMONY
Unify your brand by developing
branded touchpoints that
establish trust


NOT PRICE
If price is your only point of
differentiation, you are not
building a brand.
You are selling a commodity.


NOT PEOPLE
Every company says they
have great people. What makes
yours better than theirs?


NOT SERVICE
If you promise it and then fail
to deliver, you can’t get it back


CHANGE THE CONVERSATION

No generic false promises
Only your TRUE Brand
Promise

Is the brand effort worth it?

Interbrand’s report on brand

value from 2008 illustrates
what the return on your
investment in branding is worth

Brand Report Card of Brand Value 2008

You can position your company

to become THE choice
in your category

1. REALIZE
the consumer owns the brand
You have to change the
conversation:

What mental real estate

is yours to own?
What emotions do you evoke?
What differences can you
authentically claim?
Why should we care?

BE
DIFFERENT!


2. RESOLVE
Your promise is your brand
Develop a relationship with
your consumer

Give them something

to belong to
Deliver on your difference
Build your tribe


History of Advertising
1900 What is it - FEATURES
1925 What does it do for me - BENEFITS
1950 How does it make me feel - EXPERIENCE
2000 Who Am I – BELONG

People join tribes

to become a part of a
community.


3. REinvent
Consumers are in control
You can’t yell at them
You can’t treat them like they are stupid
You can’t buy their attention
You have to be where they are
You have to speak their language


4. RElate
Brand a tribe
We want to belong
We want to be a part of something
We want to connect with others like us
We want to be in the club


5. REact
Brand launch
Your brand deserves a professional logo
Your brand deserves
professionally printed business cards

Your brand deserves professionally

designed sales materials
Your brand deserves a great website
Your brand deserves a great reaction
from your audience

Once you have your house

in order, then you can
invite the public to visit.

Traditional Media
In the beginning – there were
a limited number of options

New Media
Now, there are too many
choices…too many distractions


Total Media
Companies spend $4.5B
annually to buy a crowd
Advertising Age Magazine
December 2008

Now there is
SOCIAL MEDIA


Social Media provides

opportunity for social
marketing, which is better
than advertising
because it –

•Creates a connection
•Develops a relationship
•Builds a brand
•Forms a tribe

Social Media is NOT:

About advertising
A place to sell
Yelling at the masses

Social Media is:

All about
THE CONVERSATION

Social Media
There are a lot of choices out there
and new ones launch daily


Steps to Social Success

It’s just like attending a conference

LISTEN
Find out the who, what,
where, why and when
Read up on current events
Study the panelists and decide who
you want to listen to

LISTEN TO YOUR INDUSTRY


LISTEN



Website

•Easy domain name
•Well developed, interesting, no ads
•Captures your brand essence
•Update it regularly

BLOG

•Easy to set up with Blogger or Wordpress
•Regular updates
•Use pictures and video
•Add variety to your content
•Not just about you
•Provides a place for conversations



Select content to tell others that it’s great

StumbleUpon Digg
Let people know about events
Upcoming
Bookmark content of interest
del.icio.us












Employees

•Use social media for recruitment
•Get to know your employees and what
they are doing (and who they are doing
it with)
•Create a policy for their role

Is it worth it?
•Less expensive than traditional media
•Spend time not money

Is ANybody Out there

watching?

Those aren’t my people

•My customers aren’t online
•How could I use the internet for my
business

Brown Lures - Sells fishing lures

•Podcast ‘fishing stories’
•YouTube ‘how to’ videos
•Guides up and down the coast subscribe
•Uses RSS and content tagging
•E-mail marketing for trade shows

www.brownlures.com

Being the first to use social

media in your category gives
You the opportunity to
dominate your category

Lincoln Sign Company -

Makes signs locally

•Blogs as sign is made
•Gives customers the experience
of the sign creation
•‘Memory Box’ with scraps
•Customers are connected

www.lincolnsign.com

Radio programs have benefited

greatly from participation in
social media

kiddlive.com

In 2008 90% of purchases

were made after research
online.
Inc. Magazine January 2009

Recap
•Branding is crucial
•Social Media helps to create
community around your brand
•All it takes is time or money

Questions?

BRANDING
WITH SOCIAL MEDIA

Branding With Social Media

Enviado por

Dados do documento

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

Branding With Social Media

Enviado por

Direitos autorais:

Formatos disponíveis

the promise behind the brand.

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

Inspired by The Brand Gap by Marty Neumeier

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

Presented by Jaci Russo

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

WHAT WE WILL COVER:

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

A brand is not a company.

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

A brand is not a logo.

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

A brand is not a product.

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

There are 1,453 televisions on

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

THE BRAND PROMISE

Those are not promises

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The brand promise

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

It must also be delivered at

Everywhere the consumer

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

DOWNTOWN LAFAYETTE’S UPCOMING EVENTS

SUNDAY, MARC H 16, 2009

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

Before you start using social

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

WHAT IS YOUR BRAND ?

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

CHANGE THE CONVERSATION

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

Is the brand effort worth it?

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

Interbrand’s report on brand

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

Brand Report Card of Brand Value 2008

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

You can position your company

The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530