Micro Pulse: How small touches in social media impact the heartbeat of your brand. This was presented at InnoTech Oklahoma on November 4th, 2009. Just as small movements, gestures and facial expressions impact your ability to communicate effectively, small touches add up to create a cumulative perception of a brand. Touchpoints take on a whole new dimension now that consumers have access to brands whenever and wherever they want. This makes every single touch with consumers, no matter how small, a crucial interaction. -- Chris Wilson http://www.freshpeel.com

1. ChrisWilson
Digital Brand Strategist
freshpeel.com
©Chris Wilson • www.freshpeel.com
MicroPulse
How small touches in social media
impact the heartbeat of your brand.

2. ©Chris Wilson • www.freshpeel.com
Retrace
your
steps.

3. ©Chris Wilson • www.freshpeel.com Image by stewdean on Flickr.com
InnoTech
registration
parking
signage
content
keynote

4. touchpoint -
a point of contact.

5. Small
touches
matter.

6. How’s the
pulse of
your brand?

7. ©Chris Wilson • www.freshpeel.com
Body
Language
Just as small movements, gestures
and facial expressions impact your
ability to communicate effectively,
small touches add up to
create a cumulative perception of
a brand.

8. ©David // Armano • darmano.typepad.com
Pre Digital Age

9. ©David // Armano • darmano.typepad.com
Digital Age + 2.0

10. ©David // Armano • darmano.typepad.com
Post Digital Age + 2.0

11. Image by sekihan on Flickr.com
AWhole
NewWorld
Touchpoints take on a whole new
dimension now that consumers have
access to brands whenever and
wherever they want.

12. This makes every single
touch with consumers,
no matter how small,
a crucial interaction.

13. Brands need to make
themselves available
in ways that fit into
people’s everyday life.

14. “3 out of 4 Americans use
social media technology.”
—Forrester, The Growth of Social
Technology Adoption (2008)

15. “93% of social media
users believe a company
should have a presence in
social media.”
—Cone, Business in Social Media
Study (Sept. 2008)

16. “After interacting with
companies or brands
via new media, 74% of
users have a more
positive impression of
the company or brand.”
—Cone, Business in Social Media
Study (Oct. 2009)

17. “Content creators
that have the most views
on YouTube have a lot of
videos.Views didn’t come
from a single video.”
—Brett Wilson, Co-founder
& CEO of TubeMogul

19. Consumers want
action and interaction.
Stop telling and start doing.

27. Provide
value.

33. Touches are pushed
by consumer actions.
A brand is pushed to the foreground or fades into the
background as people take actions around and with it.

34. “Brands being genuinely
useful to their customers,
employees, suppliers and
the people they touch.”
—Johnny Vulkan, Anomaly
Branded Utility

35. Branded Utility
creative

36. Branded Utility
creative
helpful

37. Branded Utility
creative
helpful
relational

38. Branded Utility
creative
helpful
relational
interesting

39. Branded Utility
creative
helpful
relational
interesting
relevant

40. Branded Utility
creative
helpful
relational
interesting
useful
relevant

41. Provide
value.

53. What about
small business?

62. Stressed?
Image by evilerin on Flickr.com

63. Where
should we
start?

64. Social media is not a
strategy, it should
support a strategy.

65. 1
Listen
Social Media Plan
• Locate consumers
• Assess their
social activities
• Look for small,
focused audiences

66. 1
Listen
2
Plan
Social Media Plan
• Locate consumers
• Assess their
social activities
• Look for small,
focused audiences
• Define business
Objectives
• How can your
brand’s strengths
be extended online?

67. 1
Listen
2
Plan
3
Strategy
Social Media Plan
• Locate consumers
• Assess their
social activities
• Look for small,
focused audiences
• Define business
Objectives
• How can your
brand’s strengths
be extended online?
• How and where
will you do it?
• How will
relationships with
consumers change?
• Who will be
leading this
effort?

68. 1
Listen
2
Plan
3
Strategy
4
Tools
Social Media Plan
• Locate consumers
• Assess their
social activities
• Look for small,
focused audiences
• Define business
Objectives
• How can your
brand’s strengths
be extended online?
• How and where
will you do it?
• How will
relationships with
consumers change?
• Who will be
leading this
effort?
• Decide what
social tools you
will use.
• How will you
monitor acitivities
and measure success?

69. ©Chris Wilson • www.freshpeel.com
Keep
Listening
You can’t be everywhere, nor
should you try to be.
Monitoring for online
conversations around your brand is
what helps you focus on your
strengths and scale at the same time.
Image by hipocondriaca on Flickr.com

70. Don’t forget
the BIG picture.

71. Continuity
Who you are
Who people
say you are
Who you
say you are
©Conversational Capital • www.conversationcapital.com

72. Continually analyze
and improve touches.

73. ©Chris Wilson • www.freshpeel.com
1
Choreograph
Touches
Touch
Cycle

74. ©Chris Wilson • www.freshpeel.com
1
Choreograph
Touches
2
Listen and
Watch
Touch
Cycle

75. ©Chris Wilson • www.freshpeel.com
1
Choreograph
Touches
2
Listen and
Watch
3
Reinforce
Behaviors
Touch
Cycle

76. ©Chris Wilson • www.freshpeel.com
1
Choreograph
Touches
2
Listen and
Watch
3
Reinforce
Behaviors
4
Evaluate and
Expand
Touch
Cycle

77. How’s the
pulse of
your brand?

78. Chris Wilson
Blog www.freshpeel.com
Email chris.freshpeel.com
Twitter @freshpeel