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Building Your BrandHarnessing the Power of Social Media
Kami Watson Huyse, APR
“Building Blocks” by Redroom Studios, Flickr
Defining Brand
"A collection of perceptions in the mind of the consumer."
Definition from Building Brands
Branding and Public Relations
Strengths of PR:Reputation Management
Symmetrical ModelCommunity Relations
Social Media:Why all the hype?
Powerful tools + Easy to use = Everyone can create content
On Target
“This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.”
Amy Jussel, Founder Executive Director, Shaping Youth
Off Target
Target’s e-mail response:
“Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”
Off Target
Target’s response to the New York Times:
“We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
Social Media and BrandDefined by Google
Search Engine OptimizationDefined by new influentials
Mainstream media look for niche expertsDefined by customer conversations
Edelman Trust Barometer
SEO: Pat Philbin
“Pat Philbin”“John Pat Philbin”
“FEMA Staged Press Conference”
Goodwill Fashionista“It wasn’t until I started developing our 2007 strategic
marketing plan that I finally figured out my problem: I was trying too hard to develop a social networking strategy instead of incorporating social networking into my marketing strategy.”
Brendan Hurley, Senior Vice President of Marketing & Communications, Goodwill of Greater Washington
http://dcgoodwillfashions.blogspot.com
Goodwill FashionistaObjective: Build awareness and drive traffic to the
site as well as our brick & mortar stores.Marketing Segment: young professional women
who love vintage and inexpensive fashion.Tactics: online store through eBay and Fashionista
Blog and persona
http://dcgoodwillfashions.blogspot.com
Strategic Engagement
• Editorial mission and plan– Who do you need to reach?– Where do they hang out?– Which networks or tools?
• Integrate with overall plan– How will it compliment traditional outreach– Overall objectives should be complimentary
Strategy to engage
ListenParticipate Contribute
Contributing to community
Setting relational objectivesAdding to the experience
Creating content
Pick a Social Media Tool
• Publishing platforms, Blogs, podcasts, vlogs• Social networking sites, Facebook, Twitter• Democratized networks, Digg, StumbleUpon• Virtual networking, Second life• Aggregators, Techmeme• Edited social news, Fark, Spin Thicket• Content distribution, del.icio.us
Measuring success
Awareness achieved?Relationships built?Business goals met?
Traffic and mentions?
Resources
http://del.icio.us/kamichat/brandingseminar
Kami Watson Huyse, APRPhone: 210-467-5092
E-mail: [email protected]: Communication Overtones
Web site: www.myprpro.com
