THE GLUE BETWEEN YOUR BRAND & THE PUBLIC

Amber Roussel | Ah-Ha! Creative

IS Conference 2010

@pureamber

You've got a brand. You think it's awesome. You want other people to think it's awesome too. How do you make it happen? Who do you enlist to help you get people talking and engaged? A marketing professional, a brand ambassador, a community of brand enthusiasts. Possibly. But, how do you use an interactive campaign to engage people not just online, but in-person? And how can you be socially responsible instead of socially overwhelming in the process? Let's face it, there's a fine line between engaging messaging and spam. Let's talk about what works and what doesn't.

LET’S CREATE AWESOME

• My brand is awesome. I want others to think it’s as awesome as I do.

• How do I get people talking & engaged?

• Who do I enlist to help?

GIVE ‘EM SOMETHING TO TALK ABOUT

• Put yourself out there. Show them your guts.

• Highlight something... New product? Company changes? New partnership? Change in focus?

• Interaction is a 2-way street.

• Be real. People care about people.

BEULLER?

• Brand Ambassador

• Community of Brand Enthusiasts

• Marketing Pro

BRAND AMBASSADOR

• Official representative

• Carries your message to the public

• Gives your company visibility with a personal touch

• Can be an employee

COMMUNITY OF BRAND ENTHUSIASTS

• Word of mouth approach

• Grassroots

• Use your existing community

• Give them the tools & incorporate their inspiration

• Be a leader of the community

MARKETING PRO

• Develop the plan of attack

• Consistent messaging

• Brand Management

• Traditional tactics + new media

PLAN, PLAN, PLAN

• Decide appropriate timeline

• Set requirements

• Formulate key messaging

• Set goals

STAR SEARCH

• Get talent on board

• The right fit is crucial

• Do your homework

• Provide lots of support & a forum for team involvement - encourage everyone to speak up and collaborate

...CONNECT THE DOTS

INCORPORATE MULTIPLE TYPES OF ENGAGEMENT

Both Online & Offline

ONLINE

• Build your army - Facebook

• Immediate Satisfaction - Twitter

• 3D - Youtube

• Location - Foursquare, Gowalla

• Storytelling - Blogging

OFFLINE

• Buzzworthy - Live Events

• Face time - Appearances

• Excitement - Challenges or contests

• Garner support - SMS

• Community care - Non-profit tie-in

MAKE SURE THE FRONT END MATCHES THE BACK END

BE SOCIALLY RESPONSIBLE

• Use the opportunity to give back

• Encourage your team to incorporate giving

• Align yourself with the right organization

• Warm & fuzzy = PR mania

• “Love your work & work your love.”

MAKE IT STICK

• Follow through & track your progress - ensure a fair way to measure success

• Let loose the reins

• Compensate & incentivize

• Give back, give recognition and give praise

CASE STUDIES

24|7 CREATIVE

• Facebook - primary

• Youtube - secondary

• 25,000+ fans in 1 month

• 800+ photos shared

• Artistic/creative focus, minimal branding by HP & Intel

FORD FIESTA MOVEMENT

• Teams of “agents”

• Regional focus

• Events, Foursquare, SMS - primary

• Twitter, Facebook, Youtube - secondary

SOUTH AFRICA TOURISM

• Personal experience

• Blog - primary

• Youtube, Facebook - secondary

• Travel focus

Q & A

THE GLUE BETWEEN YOUR BRAND & THE PUBLIC

Amber Roussel | Ah-Ha! Creative

IS Conference 2010

@pureamber