We First Social Branding Blueprint

Brand Communication

MODULE 6 Questions:

I) Engagement:

“We are not really embracing technology, we are

embracing the customer.”
Key thought: Robert A. Iger, CEO, the Walt Disney Company

Social ‘Wedia’ and

‘Wetail’ are mutually “In a corporate setting, instilling an entrepreneurial
dependant. attitude in our own people is the most important challenge.
After all, our people are our best marketing tool.”
Vivienne Tan, Executive Vice President, Philippine Airlines
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1. On a scale of 1-10, rate how well you understand the following:

Content-driven marketing

Branded apps

Social media policies

Behavioral targeting

Location based services (Foursquare)

Social media monitoring/sentiment analysis

Customer relationship management (CRM)

SEM/SEO (Search Engine Optimization)

Data visualizations

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Group shopping (Groupon/Living Social)

Analytics dashboard

Mobile commerce

Facebook commerce or “F commerce”

Crowdsourcing

QR codes

Augmented Reality

2. On a scale of 1-10, rate how important it is to your brand to understand each of the following:

How to develop/maintain deep customer relationships

How to measure brand reputation, customer satisfaction and ROI

What investment/budget/staff are required to effectively find/engage/retain customers

What your customers expect from brand engagement

How engagement strategies differ across social media channels

How engagement strategies change depending on how customers respond

Thinking and acting as a holistic brand rather than just a marketing department

More innovative, social and cost-effective research methods and practices

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Providing more personalized services, products and experiences to customers

How to structure your organization to respond to customers in real time

Understanding /mastering the role of data or Web 3.0 in your brand’s future

3. What tools are you going to use to share your brand story across social media channels?

Blogs YouTube Social gaming

Facebook ______ Pinterest Brand mobile/tablet apps

Google+ LBS Email

Twitter QR codes

Linked In Augmented reality apps

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4. From the following general tactics, select 5 ways to engage your customers across social media
channels.

Answer questions from customers and educate new ones about your brand

Celebrate what other brands do, even competitors

Ask your community for opinions, feedback, and criticism

Start conversations that other brands wouldn’t consider

Host competitions, rewards, polls or incentive programs

Do something surprising for a customer occasionally

Celebrate brand advocates across the community

Reveal behind the curtain about how your company works and why

Periodically restate what the company stands for

Tie offline events to online so there is synergy between them

Share your brand’s larger vision for the world with its customers

5. Select three ways your brand can use email in new ways to share its story with customers.

Launch a branded newsletter featuring text, photos and video

Feed your blog into your email community

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Share special products, offers, coupons, rewards

Partner and cross-pollinate communities from other social media channels

Share content that the brand curates from outside sources

Share personal messaging/media from the management/employees

Offer exclusive content to email subscribers

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6. Identify three ways your brand can use blogging to share its story with customers.

Clearly state your brand’s values and purpose to employees and customers

Shift your focus to your customers’ needs rather than the brand’s wants

Diversify the type of posts you write to include reviews, case studies, interviews, debates,
instructions, research, profiles, problem/solution etc.

Experiment in posts of different lengths/different media

Allow guest posts from customers/employees

Articulate your content strategy and share your editorial calendar

Co-create services/products, topical discussions, marketing plans with customers

Host a weekly video blog featuring industry competitors as guests

Wade into industry-wide debates on other sites and link back to your company blog

7. Identify three ways your brand can use Facebook to share its story with customers.

Enable Facebook Open Graph/Timeline/Ticker for brand storytelling

Offer free branded content to customers for their Timeline profiles

Use Facebook targeted/personalized Sponsored Stories ads

Use ads in Facebook users mobile News Feeds (pending)

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Launch a Facebook Brand/Fan Page

Create interactive content to maximize data/learnings from Open Graph interaction

Identify/attract key fans/influencers with engagement ads

Create word of mouth advocates with contests, polls, competitions

Create a ‘Like’ gate for your fan page with customer rewards

Convert traffic with clearer calls to action that drive brand awareness/sales

Build free content/coupons/discounts or a store into your Fan Page

Maintain a consistent, contextual brand presence across all Facebook branding

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8. Identify three ways your brand can use F commerce to expand the reach of its story/services/
products with customers.

F-Stores (Facebook e-commerce stores where customers buy real goods with real currency
inside Facebook)

Facebook Credits (Currency for games and in-app virtual goods)

Facebook Social Plug Ins (‘Like,’ ‘Share,’ ‘Recommend’ services/products)

Facebook Places & Location Tab (integrating online and in-store experience through rewards)

Facebook Open Graph (shopping ‘verbs’ and ‘nouns’ being shared through Timeline, Ticker and
News Feeds)

Facebook Mobile Platform (Social shopping through Notifications, Requests, Timeline and News
Feed on app)

Facebook Ads & Sponsored/Featured Stories (Drive awareness, engagement and purchases)

9. Select 3 ways you can drive more traffic to your Facebook brand page.

Share the latest news around relevant topics

Take a poll using Polls/Questions/Status updates

Celebrate the fan of the day/week/month/offer

Co-create/customize products with fans

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Partner with social fundraisers to grow your community

Revisit and update old conversations

Post different types of content using a mix of media

Conduct a wall chat about services/products/topics

Hold a post event/launch Q&A/continue it offline

Do updates from mobile devices to encourage others to do the same

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10. Identify 3 ways your brand can use Google+ to share its story with customers.

Launch a brand page with exclusive content

Use Google+ huddles for group messaging

Host Google+ Hangouts with your employees/customers

Leverage Google +1 buttons to improve search rankings

Integrate Google’s Gmail, YouTube, Places, Maps etc

Build circles around specific topics/content and cater to them

Populate your page with surprising, varied content

11. Identify three ways your brand can use Twitter to share its story with customers.

Use Twitter self-serve ad platform

Create a Twitter Brand Page

Identify and build relationships with brand advocates

Regularly retweet followers and influencers

Use targeted LinkedIn ads to identify leads/prospects/partners

Nurture relationships with influencers to build/amplify your community

Integrate a mix of media into your twitterstream

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Maintain an appropriate mix of corporate and human messaging

Identify and build relationships with relevant key influencers/bloggers

Share your twitterstream across other social media channels

12. Identify three ways your brand can use LinkedIn to share its story with customers.

Post updated profiles of your full executive team

Actively build industry/colleague Recommendations

Customize LinkedIn’s standard introductory letter

Thank people for accepting your invitation

Update consistently with Twitter-like status messages

Participate and comment consistently in 50 groups

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13. Identify three ways your brand can use You Tube to share its story with customers.

Create a brand show on your YouTube channel

Engage consistently with channel subscribers

Host YouTube Slam competitions (side by side video slams)

Explore creative Playlists around specific topics

Subscribe to related channels and engage with their communities

Reward/incentivize subscribers with exclusive content

Create content that can be remixed that doesn’t feel like ads

Title and thumbnail optimization

14. Identify three ways your brand can use Pinterest to share its story.

15. Identify three roles a branded app could play in telling your brand story.

Ensuring brand maintains contact with mobile customer

Offering discounts, coupons and promotional updates

Search, discovery and sharing of products

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Personalization of shopping cart/brand experience

Service/Product/Price comparison

Incentives/Rewards/Social Currency for shopping

16. What role/s could social gaming play in telling the story of your brand?

Problem-solving specific to the industry/services/products

Spreading your brand story and social proof

Harnessing crowd dynamics to co-create services/products

Sharing information/knowledge/updates about services/products

Teaching new skills related to services/products

Changing customer behavior in relation to services/products

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Using branded virtual goods to make a contribution/fundraise

Merging the online/offline branded experience in-store

Expanding the brand community through social gaming/game theory

Recreating the brand experience inside virtual worlds

17. Identify three benefits to offer your customers through location-based services to help tell the story
of your brand.

Promotional offers to reward customer loyalty

Suggestions for what to do/buy at that location

Background information on the brand/location/products

Provide further recommendations based on past purchasing history

Surprise the user with a reward to generate word of mouth advertising

Explain how the user can earn points/rewards in a location-based game

Send the user advertising/rewards exclusive to check-ins

Drive customer engagement through scavenger hunts/real life games

18. Identify three benefits to offer your customers through augmented reality/QR codes/mobile apps
that help tell your brand’s story.

Provide brand transparency through barcode scanners that reveal brand/product accountability

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Provide information that gives a competitive advantage at point of purchase

Offer incentive/discounts/bonuses in-store to reward loyalty

Encourage social shopping through product/price sharing

Maintain contact with customers as they migrate from laptops to tablets to mobile

Provide links to information that demonstrate the corporate social responsibility efforts of
the brand

Provide exclusive branded content for customers to share

Engage customers with previews, breaking news, product launches

Transform the in-store experience to an online, social opportunity

Expand the brand profile through competitions, treasure hunts, and PR stunts built around
mobile experiences

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II) Measurement:

“The success of my role is far more about analytics and

technology than it is about hanging out with my ad
agency, coming up with great creative campaigns. We
Key thought: must increase campaign ROI.”
Brands must become Rob Colwell, Executive Manager—Commercial and Marketing,
day traders in social Qantas Frequent Flyer
emotion.
“Long-term profits are maximized by not making them the
primary goal.”
John Mackey, CEO, Whole Foods

1. Select the phrase that best describes your company’s attitude towards social media ROI.

There is no ROI on social media

You can’t measure the ROI of social media

Social media ROI is being measured the wrong way

Social media ROI must be measured in different ways

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Social media has short and long term ROI

There is more to social media than ROI

2. Select 3 broader business objectives by which you will measure social media ROI.

Enhanced brand reputation

Greater marketing effectiveness

Sales/Revenue/Profit

Increased operational efficiencies

Improved customer relations

Accelerated innovation

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3. Select the appropriate levels of tools to monitor and measure brand reputation, customer
engagement and social media ROI for your company.

Corporate blog traffic (Google Analytics, Google Alerts)

Social Media (Facebook, Twitter, Google+, You Tube, LinkedIn)

Social Aggregators (Tweetdeck, Hootsuite)

Software Platforms (Radian6, Sysomos)

Free tools (Technorati, GoogleBlogSearch, BlogPulse, SocialMention, BottleNose)

4. Write one very specific ROI goal that includes the [activity to be measured] using [appropriate Key
Performance Indicators] over [what time period] with a [desired outcome].

5. Select the 5 social media metrics that are most important to your brand.

Traffic (monitor social networks, together and separately)

Volume (frequency and amplification of brand mentions)

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Conversion (visit-to-lead-to-customer conversions)

Reach (# of people you reach who interact with your content, message, product, service or
employees)

Engagement (time spent with the brand either individually or as a community)

Awareness (brand reputation benefits of long term customer engagement)

Actions (# of customers that do the things you want them to do)

Costs (the costs to your brand for social media marketing)

PR (the positive effect or crises avoided through timely customer engagement)

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6. Select 3 metrics by which you will measure the ROI of your brand’s social purpose.

Social Value (how society/planet/cause benefits)

Economic Value (profits/donations/sales/new customers)

Engagement Value (suppliers, leadership, employees, retailers, customers, regulators, media

engagement)

Intellectual Value (creativity, co-creation, collaboration around new ideas/products/services

between employees and with customers)

Emotional Value (personal fulfillment, meaning, self-expression, optimism)

Cultural Values (changes within leadership/employee, employee/employee, employee/customer

relations)

7. Select the 3 broader ROI’s that are most important to your brand.

Intellectual Property (Co-creation of new product/services/marketing)

R&D (Research and development of new products/services/marketing)

Human Resources (Employee retention/Attracting talent/Employee satisfaction)

PR (Goodwill/Loyalty/Reputational enhancement)

Social Capital (Brand relevance/influence/sharability across social channels)

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Additional Notes:

MODULE 6

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