Social Media:First & Lasting Impressions

Haredi Women’s Professional NetworkSeptember 7, 2009Esther Ohayon

Agenda Legacy vs. new-age brand drivers

Brand building for you & your company

Dynamic web presence What is it, and who should care?

Social Media Join and encourage the discussion Uncover and promote your product's

perceived value

Legacy Brand Drivers Product

Driven by features and benefits Generic

Leveraging established markets with price-driven branding

Market Following & adopting market trends to a

brand ex: go greenMany Times It Is A One Way Conversation

New-Age Brand Drivers Personality & Identity

Personality gives life to and endears one to a brand

People like to do business with real people not companies

Your brand: Benefit, promise of service, offering, specific commitment and a guarantee. Ex: Domino Pizza – “fresh, hot pizza, delivered to your

door in 30 minutes or less or it’s free. “

New-Age Brand Drivers – cont. Community Involvement

Make your brand more reachable, knowable , likable & trustworthy FAQs on your website are not enough

No personality = No warmth Consumer : zero loyalty, highly price sensitiveTwo Way Conversation Is The Only Way

Some Brands Turn into Personalities – M&Ms

Some Personalities Turn Into Brands

Agenda Legacy vs. new-age brand drivers

Brand building for you & your company

Dynamic web presence What is it, and who should care?

Social Media Join and encourage the discussion Uncover and promote your product's

perceived value

Static Website Like a centralized business card

or brochure Straightforward & informational Many corporate sites are static Unless there is a new product

launch No reason to return or check weekly Nowhere to interact with the site

Dynamic Web Presence Dynamic websites:

Interactive & exciting – capture emails New information is often updated -

sticky Forum to interact with customers ex:

survey It’s Social because you’ve created a

community: Blogging Commenting on forums, Twitter, Face book,

etc Posting articles & sharing information

You Create aDynamic Web Presence Everyone has something to add

Plumber – fix the leaks, etc Plumber 2.0 – fixes the leaks by day &

by night Blogs about water conservation tips An advocate in the community about

conservation Lectures on water conservation - tips &

products Writes for the local paper Does a video about saving money & water

and posts it to blog

Agenda Legacy vs. new-age brand drivers

Brand building for you & your company

Dynamic web presence What is it, and who should care?

Social Media Join and encourage the discussion Uncover and promote your product's

perceived value

What is Social Media It’s all about a conversation It’s one big cocktail party –

everyone is finding out what you do in order to connect in some way

Interaction, information & feedback in all forms:

Written, video, audio, pictures, live presentations

Be Helpful & Real You BECOME A FACE - A PERSON Include your profile Offer valuable content

Give and share information Help customers and target

customers understand how they benefit from you

Reputation Management: Find out what customers like and

don’t like.

Where Is Social Media -EVERYWHERE Blogs Online Chats RSS Feeds Video Sharing –You Tube Social Networks –Face Book, Twitter,

Linked In Message Boards/Forums/Photo Sharing Podcasts Wikipedia

Content Things to talk about:

Your market & new trends Your business & new developments Recommend other businesses &

people Announce new product launches Events – local or industry

Quick Stats Wikipedia -2.7 million articles – Wiki

Answers

You Tube -100 million video - AC content

Blogs – 113 million –Technorati, 2008

Social Networks – 57% of internet have a profile

Face book hosted 61.2 million visitors in March and is now the #5 site - Social Net Daily

Linked In -20 million profiles - Social Net Daily

Why use Social Media The time Americans spend on

social networking sites has increased by 73%

81% of execs say social media can improve customer relations and build brands

64% of execs believe that Social media will be useful as a customer service tool Source:

Create Community Create vehicles to solicit feedback Create a relationship through

social media and talk to your community of fans or followers.

They will wait for your next post and more importantly – will be an avid advocate of your brand.

Blogging It’s the personal touch that so many

customers prefer Invite feedback They get to know your thoughts &

opinions Informal way to share and get

information Populate with keywords, tags,

categories to help your site be found on search engines

Sample Blog Chassan’s Place

They even have a category for Hazorfim products

Case Study: Coca-Cola

The World's #1* Brand

No longer just a soft drink company It’s running a global

community Climate Protection

They promote hybrid cars usage

Enriching Lives Involved in local

communities, worldwide Water Conservation

Reduce, Reuse, Recycle plus Replenish

* The 100 Top Brands

Welcome to the Interactive Coke Community Education

Leave a lasting legacy for generations Balanced Living

Sweeteners to Supporting Yellowstone National Park

Product Innovation New choices

Recycling Less energy/less water

Personal Branding Guru

At Gavoah we are committed toBringing Your Site To Great Heights

One Step at a timeOur Website: www.gavoah.comOr call 02-995-1767