View
138
Download
3
Tags:
Embed Size (px)
DESCRIPTION
Does social media play a starring role in your brand's business strategy? Should it? How can the power of a customer-centric approach help you make the case for social at the heart of the marketing process? This session will help marketers and business leaders ensure your company's social media strategy is directly connected to your brand's long-term business goals.
Citation preview
“A good head and a good heart are
always a formidable combination.”
Nelson Mandela
Social at the Heart of
Marketing
Brigitte Brady-Harris
Brand Marketing Director, Pottery Barn Kids & PBteen
Williams-Sonoma, Inc.
The New Marketing
Landscape
The Era of the Customer
Source: Forrester, The Age of the Customer, 2013
The Self-Directed Decision Journey
Brand Relationship Arc
EXISTS I have heard the name
KNOWN FOR SOMETHING I know your brand does/makes that
KNOWN FOR SOMETHING I CARE ABOUT Everyone knows your brand does this the best
REPRESENTS ME Your brand helps define who I am
FORGIVE I’d still love you no matter what
DEFEND I’d stand up for you
Source: Wildfire by Google Retail Innovation 2013
BRAND ALIGNED AUDIENCE-CENTRIC
Content Strategy
1. Know Your Brand
The Question
designing the places where kids dream, play and learn
making it simple to express your personal style at home
bringing people together around cooking
2. Know Your Customer
Behavioral Attitudinal
Transactional Social
Know Your Customer
• Visually stunning room and product shots
• Real people using and styling our products
Channel Strategy
• Customer service
• How-To’s, DIYs, Recipes
• Inspirational product shots
• Entertainment
• Sentimental, funny or spirit lifting photos
• ???
• SEO
#tinytuesday
3. Let Go
Good brands tell stories.
Great brands find others to tell stories
for them.
The Customer
The Care Center
The Shopkeeper
The Brand Ambassador
#wstestkitchen
Q+ A
Thank You!
Let’s stay in touch.
@bbradyharris