building your brand with conversational media

Building Your BrandHarnessing the Power of Social Media

Kami Watson Huyse, APR

“Building Blocks” by Redroom Studios, Flickr

Defining Brand

"A collection of perceptions in the mind of the consumer."

Definition from Building Brands

Branding and Public Relations

Strengths of PR:Reputation Management

Symmetrical ModelCommunity Relations

Social Media:Why all the hype?

Powerful tools + Easy to use = Everyone can create content

On Target

“This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.”

Amy Jussel, Founder Executive Director, Shaping Youth

Off Target

Target’s e-mail response:

“Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”

Off Target

Target’s response to the New York Times:

“We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”

Social Media and BrandDefined by Google

Search Engine OptimizationDefined by new influentials

Mainstream media look for niche expertsDefined by customer conversations

Edelman Trust Barometer

SEO: Pat Philbin

“Pat Philbin”“John Pat Philbin”

“FEMA Staged Press Conference”

Goodwill Fashionista“It wasn’t until I started developing our 2007 strategic

marketing plan that I finally figured out my problem: I was trying too hard to develop a social networking strategy instead of incorporating social networking into my marketing strategy.”

Brendan Hurley, Senior Vice President of Marketing & Communications, Goodwill of Greater Washington

http://dcgoodwillfashions.blogspot.com

Goodwill FashionistaObjective: Build awareness and drive traffic to the

site as well as our brick & mortar stores.Marketing Segment: young professional women

who love vintage and inexpensive fashion.Tactics: online store through eBay and Fashionista

Blog and persona

http://dcgoodwillfashions.blogspot.com

Strategic Engagement

• Editorial mission and plan– Who do you need to reach?– Where do they hang out?– Which networks or tools?

• Integrate with overall plan– How will it compliment traditional outreach– Overall objectives should be complimentary

Strategy to engage

ListenParticipate Contribute

Contributing to community

Setting relational objectivesAdding to the experience

Creating content

Pick a Social Media Tool

• Publishing platforms, Blogs, podcasts, vlogs• Social networking sites, Facebook, Twitter• Democratized networks, Digg, StumbleUpon• Virtual networking, Second life• Aggregators, Techmeme• Edited social news, Fark, Spin Thicket• Content distribution, del.icio.us

Measuring success

Awareness achieved?Relationships built?Business goals met?

Traffic and mentions?

Resources

http://del.icio.us/kamichat/brandingseminar

Kami Watson Huyse, APRPhone: 210-467-5092

E-mail: kami@myprpro.comBlog: Communication Overtones

Web site: www.myprpro.com