Presented at the North Carolina to the

1. Brand Management in the Conversation Age July 15, 2010 Women in Office Institute Angela Connor | Social Media Manager, Capstrat

2. Who controls your online brand? You Your marketing department/assistant Your employees Your customers/constituents Happy Disgruntled Indifferent Your clients Bloggers The general public

3. Who controls your online brand? Ask United Airlines

4. Who controls your online brand? Don’t let this be you

5. Domino’s Fallout “The perception of Dominos' brand quality went from positive to negative in approximately 48 hours.” -Online research firm YouGov “65% of respondents who would previously visit or order Domino's Pizza were less likely to do so after viewing the offensive video.” -HCD Research

6. Description: A site to arrange piss ups for former Borders people!

7. Consumer Sentiment ourdee: Managed to control my gluttonous urges @ Golden Corral, though I did have 2 plates of 'endless baby back ribs'. Salad w/ fat free dressing? Mike Pavlik ...Anybody want to go to Golden Corral with me on Sunday? Just a warning tho..last time i was there for over an hour. I also bring a small baggie so i can take home a few cupcakes, and i also bring in my own little bottle of skim milk and my own spray butter...which true story by the way back in 07, the manager came outside ... See Moreand said, sir..is this your butter? You left it on the table." Ha, what a manager!!!! Greg DeeWhy are there a million people at the gym this morning? Did Golden Corral have a 2 for one special last night? Eileen HoffmanTaking Mum to see Disney's "Oceans" today and then out for a bite at Golden Corral. Hope the weather holds up Julio LatigoI am looking forward to the buffet at Golden Corral! Meatloaf is calling my name....this is what happens when you unintentionally miss breakfast.

8. Consumer Sentiment http://www.youtube.com/watch?v=76QFWNd0JoY&feature=related

9. Consumer Sentiment

10. A New Social Brand Experience

11. A New Social Brand Experience Your Personal and Professional Profiles Will Cross The internet doesn’t distinguish between profiles. Human Distinction vs. Technical

12. A New Social Brand Experience

13. Privacy Schmivacy

14. The lines are blurred

15. Accountability is Key YOU ARE MORE ACCOUNTABLE TO YOUR BRAND PROMISE NOW THAN EVER BEFORE!!! Customer Reviews Twitter Posts Social Updates News Stories Blogs Videos Podcasts Apps Games Reviews Micro-social Networks Product/Comment Ratings # of Engaged Consumers

16. But don’t let that scare you….

17. People want to connect with other people People want to connect with brands We’re human – We need to connect

18. Where do you start?

19. Popular Social Media Sites

20. What are my options? Blogging Micro-blogging Social bookmarking Photo sharing Online communities Video sharing Event sharing Commenting Social Networks

21. Blogging Your distinct voice Builds your brand and loyal audience No rules Your personal platform Create community Show your expertise

22. Micro-blogging Immediacy Instant contact and new insights Build relationships Blast service similar to press releases Short and to-the-point (140 characters) Works like an e-mail blast Compliments your other platforms

23. Social Bookmarking Track industry news and share your content Easy way to share news stories and other content on the web Share news Become an authority on news affecting your industry/area of expertise

24. How do I Proceed? Define your goals and choose the platform(s) that will help you meet them!

25. Brand management in Web 2.0 Listening can be a powerful differentiator Offline experience impacts online brand Protect your brand in crisis Use engagement to change perceptions

26. Discussion Who owns social media?

27. Don’t just listen - act

28. Offline experience drives online reputation Match the response to the situation Be nimble, be quick Showing up is half the battle What happens on the web stays on the web

29. Protecting your brand in crisis Establish monitoring system Create crisis response Practice makes perfect The best defense is a good offense Take a long-term approach

30. Discussion Are you prepared to protect your reputation? Who in your organization has the responsibility for online reputation management?

31. Added Benefits of Using Social Media Become your own news distributor Decrease dependency on mainstream and traditional media Reach niche audiences, locally and nationally New reach

32. Begin by listening Final Thoughts People are talking whether you like it or not Understand we live in a new day with new rules and expectations We live in very exciting times Training and Practice

33. Thank you! Questions? Angela Connor, 919.573.6307 aconnor@capstrat.com Twitter: @communitygirl LinkedIn: AngelaConnor