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We First Social Branding Blueprint

Maintenance

MODULE 7 Questions:

I) Momentum:

“It is in the interest of the enterprise to take care of the
economic and social environment; to create value for
shareholders but also to create value and wealth for
customers, employees and regions where the companies
operate, because our company is an economic and social
Key thought: project.”
Brands must co-create, Franck Riboud, CEO, Danone Groupe
cooperate and collaborate
with their competitors,
employees and customer
“All advertisers need a lot more content so that they can
communities. keep the engagement with consumers fresh and relevant,
because of the 24/7 connectivity. If you’re going to be
successful around the world, you have to have fat and
fertile ideas at the core.”
Coca-Cola’s Jonathan Mildenhall, VP Global Advertising
Strategy and Creative Excellence
MODULE 7

1. Identify 5 actions you can take to maintain your brand community over the long term.

Relinquish the compulsion to be “right” and embrace mistakes as part of social business

Launch a flexible and organic social media training program for employees

Refine and educate all employees in the corporate social media policy

Curate credible, unfiltered content and reviews to generate conversation

Identify and invest in long-term relationships with influencers

Layer on social media monitoring and measurement tools to refine the sales funnel

58 © Copyright 2012 We First

mission and vision of the brand Merge on/offline communities to maintain contact throughout the customer lifecycle Encourage C-suite/management to participate in the public face of the brand MODULE 7 Identify new partners to supplement in-house social media management resources © Copyright 2012 We First 59 . Select 5 strategies to expand. Invest in paid media on social media channels Invest time in blogger outreach and authentically engage with their communities Create sub-brands or spokespeople within your company to build communities Share credible.We First Social Branding Blueprint Ensure you only share self-promotional material 20% of the time Offer free downloadable content. channels and new technologies. Encourage and enable sharing across social media platforms Follow your audience as it migrates across devices. and drive audiences to targeted landing pages Regularly monitor how your engagement is performing on individual social media networks re traffic/visits/leads Identify which posts. clear calls-to-action. curated content specific to the evolving needs/wants of your community Build a dedicated team of community managers to generate content and engagement Create a Corporate Listening Center to track customer engagement in real time Regularly remind all employees as to the purpose. content and media are generating the most traffic/visits/leads in each social media network 2. cross-pollinate and amplify your customer community over the long term.

event and editorial calendar to avoid community attrition Ask your community for marketing/engagement/cause solutions Embrace emerging social technology to stay in contact with your community Revisit your long-term plan and vision to adapt to the marketplace 60 © Copyright 2012 We First . Identify 5 ways to scale the success of your brand’s social change/purpose-driven movement. We First Social Branding Blueprint 3. Control the focus. Identify 5 skills to work on to accelerate the growth of your customer community. tone and media mix of your branded content to better serve customer needs/wants Allocate your time better based on the effectiveness of lead generation on each social channel Encourage and train more employees in social media outreach Track and adjust your social media presence on a daily basis Optimize your social media outreach to build reputation as well as leads Create an editorial calendar and schedule a regular flow of varied content Monitor and measure the effectiveness of each initiative/campaign Interact with customers in a more personalized way using a CRM system Coordinate customer-focused strategies across all departments within your company Invest in deeper customer insights to inform future products/services Add special offers to content creation to convert customer engagement into profit 4. Improve your storytelling skills to connect emotionally with your community Offer rewards/incentives/recognition to your supporters Inspire/empower volunteers with clear expectations/rewards Amplify your message through deeper/more effective engagement across different social media channels MODULE 7 Identify and remove barriers to participation through messaging and mobile apps Empower community ambassadors to become leaders building their own communities Plan an engagement.

Today. Identify 5 trends within established social media channels that will shape your brand’s future.” Jonathan Mildenhall.We First Social Branding Blueprint II) New Media: “We live in a world where no secret lasts five minutes. The future is a Natura Consumer Products shared story we write every day. earned and paid traffic © Copyright 2012 We First 61 . We need to be better and faster. Everything leaks. This is the agenda we need to apply in marketing and business as a whole. “Data will become the new soil in which our ideas will grow. VP of Global Advertising Strategy at Coca-Cola 1. constantly. it is impossible to control any confidential information. platforms and devices The further erosion of corporate and personal privacy Customer co-creation/the loss of brand message control Continued growth of social gaming and branded virtual apps MODULE 7 Growth of brand integration into virtual worlds Twitter as a real-time advertising and gaming platform The accelerated importance of social commerce/F Commerce Partnering with bloggers/influencers to talk about brands/products Better measurement of organic. Marketing Director.” Key thought: Monica Gregori. and data whisperers will become the new messiahs. Greater integration of social media with print and television (QR Codes/hashtags) Increased fragmentation of networks.

Social media as a marketing lead rather than as a campaign supporter The impact of SoMoLo (Social/Mobile/Local) on retailers Social presence shifting from online to mobile The rise of interest graphs in addition to social graphs The growth of “private” or closed social media platforms The demand for personalized customer experiences The convergence of real world and online customer experiences The desire for instant gratification from mobile customers Data mining for deeper customer insights and connections Rapid-fire. Digital media/music sharing (Spotify) Interest graphs (online social pinboards/Pinterest/Springpad/Svpply) Twitter ads (promoted tweets/trends/accounts) Linked In Today (professional news sharing) Location-based check-ins (location-based information/incentives/Foursquare) Behavior-based check-ins (Check into TV. life journaling app/Path) 62 © Copyright 2012 We First . Identify 5 trends within emerging social media that will shape your brand’s future. movies. We First Social Branding Blueprint 2. location-based. social interactions with the physical world 3. music/Get Glue) Social TV (Second Screen Experiences/Go Miso) MODULE 7 Geo-Fencing technology (Perimeter-based sales and promotions/Placecast) Hyper-local advertising (Targeted advertising based on local data/PlaceIQ) Mobile commerce (personal shopping assistant apps/ShopSavvy) Social shopping (list and share purchases/Bling) Gamification platforms (Incentivized behavior platform/Badgeville/Fangager) Social Augmented Reality (AR app that connects viewers/CrowdOptic) NFC (smartphone close proximity communications/Google Wallet) “Private” social media (Sharable. Select 5 social technologies that enable your brand to offer its customers shared experiences.

We First Social Branding Blueprint Additional Notes: MODULE 7 © Copyright 2012 We First 63 .