Whose Brand is it Anyway?Angela Connor, SVP; Group Director - MediaOctober 10, 2013
North Carolina PR & Marketing Seminar #whosebrandisit?
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Angela Connor @communitygirl #whosebrandisit?
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“…Angela efficiently manages through change, nurtures creativity and embraces risk-taking.”
Angela Connor @communitygirl #whosebrandisit?
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My Favorite Quote about Change
In times of profound change, the learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.
-Eric Hoffer
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Angela Connor @communitygirl #whosebrandisit?
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What I’ll Share Today
Angela Connor @communitygirl #whosebrandisit?
AGENDA TOPIC TIME
Who owns your brand? 10 minutes
Adapting to consumer behavior 10 minutes
Guiding principles for brands today 15 minutes
A few examples 5 minutes
Discussion/Q &A 15 minutes
© 2013 Capstrat, LLC. All Rights Reserved.
Who Owns Your Brand?
Angela Connor @communitygirl #whosebrandisit?
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Your brand is what other people say about you when you’re not in the room. -
Jeff Bezos, founder of Amazon
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Angela Connor @communitygirl #whosebrandisit?
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8 Angela Connor @communitygirl #whosebrandisit?
And they’re saying a lot…
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9 Angela Connor @communitygirl #whosebrandisit?
Marble’s Kids Museum
Glaxo Smith Kline
April 10 – October 9, 2013
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92% of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising.
Nielsen’s Global Trust in Advertising Survey April 2012
Here’s why it matters
Angela Connor @communitygirl #whosebrandisit?
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Adapting to Consumer Behavior
Angela Connor @communitygirl #whosebrandisit?
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Cool, Unique Ideas
Link: http://www.buzzfeed.com/clockmode
Angela Connor @communitygirl #whosebrandisit?
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Media Usage – Omnichannel Consumers
Angela Connor @communitygirl #whosebrandisit
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Guiding Principles for Brands
Angela Connor @communitygirl #whosebrandisit
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Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and social
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved.
16
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat, LLC. All Rights Reserved.
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved.
18
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and social
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved.
19
Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved.
20
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and social
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved.
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#HR#Tchat#leadership#FF#HFchat#dthr#Diversity#SHRM#jobs#CES#job#business
#leadfromwithin#TNLive#in#healthcare#HRTechChat#HRtech#management#recruiting#USGuys#career#NextChat
Find relevant hashtags
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat, LLC. All Rights Reserved.
Link: http://www.buzzfeed.com/clockmode
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved.
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Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and social
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved.
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974 HASHTAGS
693 RETWEETS
389REPLIES
104,649CLICKS
1,726 COMMENTS
8,703LIKES
1,605SHARES
6 million REACHED
Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved.
25
Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved.
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Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?
Something I just learned last night, after 11:00 p.m.
© 2013 Capstrat LLC. All Rights Reserved.
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Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and social
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved.
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Free monitoring and search tools
Search.twitter.com: Twitter’s advanced search feature filters tweets by words, people, places, and sentiment.
Addictomatic: With Addictomatic, you can create a tracking page that pulls content from Google, Yahoo, Technorati, YouTube, Truveo, Flickr, Digg, and more.
Twazzup: Twazzup creates a dashboard to track keywords on Twitter by link popularity, contributors, influence, tag clouds, and users.
Social Mention: Through Social Mention, you can search keywords across multiple platforms and filter by top keywords, users, hashtags, rankings, and sentiment.
Hootsuite: Hootsuite monitors users, keywords, and hashtags on Twitter, Facebook, LinkedIn, Foursquare, MySpace, and WordPress.
Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved.
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Thank you!
Angela Connor SVP, Group Director
AngelaConnor.comLinkedIn.com/angelaconnor
Angela Connor @communitygirl #whosebrandisit?
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