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Social media has become the fastest way to humanize your brand. Once "faceless" corporations are embracing transparency and authenticity and engaging with their customers. By by-passing the call center, by responding as real people and by adding a touch of humour, companies are increasing customer loyalty. In this presentation Christine Perkett shows how brands are shifting from staunch, corporate entities to humanized, "socialized" powerhouses
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Humanizing Your Brand
October 12, 2011
What Makes a Brand “Human”
“Things don’t have to change the world to be important.” - Steve Jobs
Source: Wikipedia
“Business customers are people too, and they love to connect in social channels”
Josh Bernoff, author and analyst
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)
Marketers Biggest Headaches
IBM CMO Study 2011
v Data Explosion
v Social Media
v Proliferation of Channels and Devices
v Shifting Consumer Demographics
All too often, B2B marketing efforts are restrained by a deadly seriousness that simply ignores the humanity of the target.
Fast Company
Source: Wikipedia
Source: Wikipedia
Source: Wikipedia
Source: Wikipedia
Source: Wikipedia
“…increased productivity in the call center by 10 percent and quality of guest care continues to rise”
• Sense of humor
• Stick with the shtick
• Resourceful
• Open/transparent
• Consistent
• Always say “Please” and “Thank You”
• Personal … & professional
• Talking with not at
• Resourceful
“Delivering customer value is paramount — and an organization’s behavior is as important as the products and services it provides” IBM CMO Study
• Innovative
• Understanding the audience
• Patience
• Sense of humor
• Taking risks
• Track and measure
Source: Fast Company
• 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
Source: Fast Company
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)
Thank you!
Christine Perkett
P: 781.834.5852
@PerkettPR and @missusP
http://www.linkedin.com/in/christineperkett
http://www.facebook.com/PerkettPR
