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21st Century Brand-Building with LinkedIn, Facebook and Twitter

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24 Pages
English

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21st Century Brand-Building with LinkedIn, Facebook and Twitter

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Language English
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New Strategy for Enterprise Competitiveness
Christopher S. Rollyson and Associates
Strategy | Marketing | Innovation | Knowledge | Technology
21st Century Brand-Building with
LinkedIn, Facebook and Twitter
• Rejuvenating Traditional Brands


• Creating Dynamic New Brands


Entire contents © 2009 by Christopher S. RollysonCopyrighted
material
Agenda & Goals: Building Your Brand with
Agenda & Goals: Building Your Brand with
LinkedIn, Facebook and Twitter
• 21st Century Brand-Building
• Social Media Examples
• Applications
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21st Century: Chris Rollyson, 20 Years of
Chris Rollyson, 20 Years of
Experience with Enterprise Transformation
• Web 0.1 Human capital: people
– Coached executives to thrive on economic changes
• Web 1.0 Technology: Internet/enterprise software
– Leading role, launching Java as an enterprise solution
– One of Midwest’s first corporate Internet businesses
• Web 1.0 Business process: e-business/knowledge
– Corporate change agent at Big Four consultancy
• Built websites, intranets and extranets to change business processes
– Principal and subject matter expert at (another) Big Four consultancy
• Led strategy engagements with auto, energy, CPG, financial services and
others on creating the “real-time enterprise”
• Business strategy for start-ups: transform industries with innovation
• Web 2.0 Marketing & relationship: consumer empowerment
– Customer-led communications revolution: what creates value and how
– Globalization of colleagues/customers: P2P technology, relationships
– What will stay the same, what will change
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21st Century: It’s All Social
• Many-to-many
• Ecosystem
• Expertise
Web 2.0
economy
• Real-time
Blog
Wiki
• Distributed
• Global
• Digital
• Fast
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21st Century: Brand-Building
• A distinct new flavor
– Transparent and digital word of mouth
– A new kind of interaction, different rules
Your brand:
– Not your father’s Oldsmobile, or your
mother’s
– Social networks are the native way to get
Not what you
in this game
say it is..
• Customers expect you to be there
• Like the Web in 1998, but:
– Easier technically
What they
– Harder culturally: change how your firm
say it is
relates to people
• Today, you will learn how to do it now
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21st Century: Location, Location, Location
• Go to where the customers are
– The transaction cost is lower when you
are on LinkedIn, Facebook and Twitter
Knowledge
– One-click participation
– Leverage your customers’ networks
Is
• Some demographics
Social
– LinkedIn: 35,000,000 executives
– Facebook: 175,000,000 educated
Is
– Twitter: 2,200,000 digerati
– MySpace: 253,000,000 everybody
Business
• People interact with each other at
low transaction costs
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21st Century: Elements of Strategy
• What’s not changing
– Who your customers are
– Customers’ demand for your product/service
• What is changing
– The ways customers communicate
– How customers make buying decisions
– The economics of engagement.. how everyone communicates
• How to take advantage
– Focus on stakeholders, not technology
– Understand the ecosystem and how you fit in
• Go to where your stakeholders vs.
• Create new venues where stakeholders can do unique, relevant
things
• Align your company with them by putting them first
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Social Media Examples:
GM & Kraft Pages
Highlights
• GM and Kraft have several Facebook
Pages
• Enable Facebook members to become
Fans
• Write on the wall
• Share recipes, photos, videos, reviews
Key insights
• People are already on Facebook, so
it’s easy to share
• Fans appear in social ads by default
• Kraft can send mass messages to
Fans
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Social Media Examples:
Southwest Airlines
Highlights
How would it make
• Southwest CEO Gary Kelly asks, “How can an
airline make you more productive?” on
you feel if the CEO of
LinkedIn Answers
• Receives 27 executive responses
a major brand were
– Immediate passenger insights into how SW can
add value to business passenger experience
to ask your opinion
– Note: question not about Southwest
about his/her
• The question and answers are seen by 100s of
other executives in the forum
business in an open
Key insights
forum?
• Achieves real-time feedback and marketing
goals
• Fast, free, part of profile, actionable
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Social Media Examples:
CNBC
Highlights
This is the perfect
• LinkedIn members share CNBC news, blogs
and video on LinkedIn
collaboration between
• LinkedIn community content is broadcast on
CNBC
CNBC's viewer base of
• LinkedIn survey results and on-air Q&A with
well-educated and
CNBC anchors and reporters
Key insights
affluent professionals
• CNBC content recommended by LinkedIn
and LinkedIn's
executives to each other
• CNBC reporters can query LinkedIn’s
powerful professional
executive members for news stories
• Real-time collaboration
network.”
– Mark Hoffman,
CNBC President
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