BUILD A BRAND-DEFINING EXPERIENCE THAT WOWS

ABOUT PARKER LEPLA

Expertise: • Brand experience strategy • Internal branding • Web and social media strategy • Marketing communications • Naming, visual identity and taglines

WHO WE WORK WITH

• The promise you keep with employees and customers in everything you do and say – Built from consistent social experiences

that inspire, engage and build trust

WHAT IS BRAND?

4

THE MODEL FOR BRAND IS SHIFTING

Marketing

Employees

Management

Brand Promise

Customer Customer Customer

Customer

Customer

Customer

Customer

THE OLD BRAND MODEL

THE NEW BRAND MODEL

7

Social Experience

A NEW PARADIGM

8

Brand Promise

HOW DO YOU DO IT?

9

Relevant, useful, differentiated experiences that wow your

employees and customers and bring your brand into clear definition for

them and their lives.

BRAND-DEFINING EXPERIENCES

10

AUTHENTICITY IS BRAND DEFINING

11

Passengers felt delighted, recognized and valued at an unexpected moment

SURPRISE AND DELIGHT IS BRAND-DEFINING

12

• Best Practice meetings and Happy Hour gatherings to share, regroup and enjoy each other

• Work and Play days = half day vision setting, half day fun team outing

• “What do you want to learn?” coaching system • Employee blog showcasing our intellectual POVs • Facebook contests with fans and clients

“THE SMALL STUFF” IS BRAND-DEFINING

13

14

DEMONSTRATIONS OF YOUR CULTURE ARE BRAND-DEFINING

WHAT DO THESE HAVE IN COMMON?

15

Social

Demonstration of promise

Recognition of individuals

Opportunities for self-

expression

What’s a brand-defining experience you’ve had? What is your organization’s brand-defining experience?

Are you delivering a similar experience for your employees?

QUESTION?

16

5 ways to engage employees through SOCIAL BRAND-DEFINING EXPERIENCES

17

18

TRUE ENGAGEMENT LOOKS AT EXPERIENCE FROM THEIR POV

1. CREATE AN INTERNAL BRAND COMMUNITY FOR INFORMATION AND KNOWLEDGE SHARING

19

TGI FRIDAYS-UK

• Employee site that is almost entirely populated by employee generated content

– Showcases employee talent

– Employee written blogs

20

Highlight the expertise of employees through thought leadership blogs for clients/customers.

2. EMPOWER EMPLOYEE THOUGHT LEADERSHIP AND INNOVATION

21

22

KODAK USES BLOGS AND TWITTER TO PROMOTE EMPLOYEE EXPERTS

Source: http://smartblogs.com/socialmedia

3. RECOGNIZE EMPLOYEES IN ON-BRAND

WAYS

• Create a “Facebook-like” feed on your intranet for sharing kudos for others • Allow people to share those kudos on Facebook through a LIKE button • Post employee “wins,” promotions and other accomplishments on Facebook or Twitter • Give employees recommendations on LinkedIn • Share praise for jobs well done and announce promotions and staff changes

23

24

Create online “suggestion box” for employee ideas for new products/services, enhancements or suggestions on company direction

4. PROVIDE OPPORTUNITIES FOR INPUT INTO DIRECTION OF COMPANY

25

And, help customers experience the brand in action

5. HIGHLIGHT IMPORTANCE OF EMPLOYEES IN COMPANY SUCCESS

26

• Have employees listen in on conversations on Twitter, Facebook, Blogs and LinkedIn for mention of company’s brand

• Develop strategy for employee response and engagement in online conversations about brand

BONUS: ENGAGE EMPLOYEES IN SOCIAL LISTENING AND PROMOTION

27

Followers feel recognized, valued and heard.

Employees get one-to-one customer contact.

BRAND-DEFINING ACTS OF KINDNESS

28 Source: http://www.trendwatching.com/briefing/

• Employees who are more inspired and engaged: – Perform at their highest level and are

more productive – Provide greater service to your customers – Promote your brand to others more often

and with more passion – Are more loyal

BENEFITS

29

GETTING STARTED

30

31

START BY CLEARLY DEFINING YOUR BRAND

• Why they chose to work for you • What they are looking to accomplish

in life and in work • What they need in order to

accomplish that • What motivates them, and makes

them feel appreciated and valued

KNOW YOUR EMPLOYEES

32 http://motivationalcartoons.co.uk/tag/goals

33

MAP THEIR DESIRED EXPERIENCE

• Based on strategies that: – Meet most employee needs/goals – Create connection among employees and

leadership – Empower employees to champion the

brand

PRIORITIZE

34

• Employee adoption and use (surveys and analytics)

• Adherence to guidelines for use (monitoring) • Sentiment and morale (monitoring and

surveys) • Engagement (frequency of sharing,

commenting, contributing via monitoring, analytics and surveys)

MEASURE AND TEST

35

• #tcbSM4HR on Twitter • www.onlinebrandex.com (the site for our online brand

experience division) • www.integratedbrand.com (blog/resources library) • www.facebook.com/parkerlepla (fan page) • www.twitter.com/parkerlepla (our Twitter account) • www.slideshare.net/parkerlepla (our presentation site)

• My email: jent@parkerlepla.com

QUESTIONS?

36