cc14 - prospect - denise holt: social media tactics for smb
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@deniseholt @connectmembersTRANSCRIPT
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Pinpoint Your Brand’s Defining Passion Point
Denise HoltFounder & CEO, Social Intel, Inc.
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Pave the Way For:
• Brand by Definition
• Brand Positioning
• Brand Essence
• Pinpoint Your Defining Passion Point
• Create an Experience Driven Culture
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What a Brand Is&
What a Brand Is Not
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A brand is not a name, trademark, logo,
package or product
A brand is a product, service, cause or organization with
perceived intangible attributes
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How you think & feel about a brand is the brand.
Thoughts and feelings are derived from your experiences
with the brand.
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Thoughts & Feelings are Intangible
What You See, Hear, Touch, Taste & Smell are Tangible
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People make more decisions based on feelings than on
logic.
Think clothing, cars, dining, gadgets…
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What you make people feel is just as important as what you
make. - BMW
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Brand Positioning
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Brand Positioning
Is the perceived difference between brands in relation to
each other.
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Intangible = Brand
Tangible = Commodity
Brands compete on intangible attributes – Emotion
Commodities compete on price or convenience - Logic
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IntangibleNike Air Jordans = I can jump higher
Nike Air Jordans = Lightweight
Tangible
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Brand Essence
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Brand Essence…
Speaks to the intangible emotions you want your customers to feel when they experience the brand.
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Brand Essence…
Best described in one word.
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Examples:
Jello = FunHonda = Reliability
Reeses = Happy Accidents3M = Innovation
Visa = EverywhereJif Peanut Butter = Mother’s Love
Disney = MagicCoke = Happiness
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Pinpoint Your Defining Passion Point
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Define Your Brand Identity
Brand Identity is the representation of your company’s reputation through conveying your attributes, values,
purpose, strengths and passions.
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Determine Brand Identity
Define:
Goals, Personality, Emotions you want people to experience
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5 Step Process
1. Vision Statement2. Mission Statement3. Personality4. Value Proposition5. Essence
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Essence
Represents the brand’s heart, soul & spirit.
Best described in one or two words
Unfocused brand = weak brand
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EssenceThings to consider:
•What emotions do people encounter when they experience your products?•If your brand was a person, describe the personality.
Jello = FunHonda = Reliability
Reeses = Happy Accidents3M = Innovation
Visa = EverywhereJif Peanut Butter = Mother’s Love
Disney = MagicCoke = Happiness
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9 Benchmarks for Pinpointing Your Brand Essence
1. Uniqueness2. Intangible3. Be Single Minded4. Experiential5. Meaningful6. Consistently Delivered7. Authenticity8. Sustainable9. Scalable
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Essence = Passion Point
Passion = Loyalty
Brand loyalty drives up to 70% of all purchase decisions. -Kuczmarski & Associates
Loyal customers are willing to pay a 20% premium for their brand choice. -Kuczmarski & Associates
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Create an Experience Driven Culture
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Successful digital strategy brings the consumer to the center of the brand’s communications, while strengthening
brand position
by making your audience think & feel & relate to what your brand is passionate
about.
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Disadvantage – If the only motivator is money, then a brand can be easily under cut by competitors
Traditionally, brands appealed to customer’s sense of reason
“Content” was used to pushdeals and low prices.
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Digital allows for brands to appeal to emotion.
Social channels = Platforms in which to share passion.
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Digital strategy needs to harness passion&
Translate it into a brand story
Create experiences around that passion point to drive the social conversation.
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Give your audience reasons to keep “feeling” about your brand the way you
want them to.
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Businesses Must Invest in Defining a Positive, Wonderfully Shareable Experience
Most brands react, rather than leading.
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The cost of reacting to negative experiences is completely eclipsed by
the upside of creating & nurturing positive ones at the inception.
- Brian Solis – What’s the Future of Business
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The nature of consumer relationships is changing:
Product & Service ------ User-Led Demand
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Create Content That Evokes Passion
• Brand X is perfect for me
• Brand / Product X is irreplaceable in my life
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Passion doesn’t just happen;it has to be fostered over the long-term.
What causes brand passion?• Consistent brand experience• Brand identification• Brand trust
Use your content to speak to those passion drivers by implementing:• Unified brand voice• Highly targeted and personal content• Responsive and transparent content
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Humans crave stories.
Given the new media landscape of paid, owned and earned media, branded story telling …is no longer what you say, but how you say it.
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Where to tell your story?
Visually impactful?
Targeting Millennials?
Pursuing Adults 35-55?
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Coca Cola: How They Tell Their Story
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Website
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Facebook Page
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Coca~Cola Strategy – Liquid & Linked
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Coca~Cola Strategy – Liquid & Linked
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Coca~Cola Strategy – Liquid & Linked
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Engage Audience w/ Action
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Cross Channel Marketing
Landing Page & Supporting Stories
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On Twitter - 83% are direct @ replies
Speak to your audience directly
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• Define your brand “essence”
• Create compelling stories central to that passion point
• Establish experiences for your audience to feel & think & relate to what your brand is passionate about
• Appeal to the intangible emotion of your audience rather than the tangible logic for sustained engagement and deeper relationship, fostering trust, loyalty and shared passion.
Final Thoughts
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CONTACT
Denise Holt
Collaborative iQ Blog - DeniseHolt.comCollaborative iQ Podcast
Facebook.com/CollaborativeIQTwitter - @DeniseHolt1
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