Social Media - a brand building force
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Social media - a brand building force. Seminar delivered by Lizz Clarke (lizz@lcm.co.uk) of LCM and Sarah Matthews, SFM Consulting (sarah@sfmconsulting.co.uk) in September 2011.
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Social Media - a brand building force
- 1. Social Media A Brand Building Force Sarah Matthews SFM Consulting
- 2. Social Media - A Brand Building Force
- 3. Social Media - A Brand Building Force Internal implications of introducing social media:
- 4. Social Media - A Brand Building Force Internal implications of introducing social media: • Planning - Who, what, how?
- 5. Social Media - A Brand Building Force Internal implications of introducing social media: • Planning - Who, what, how? • Communication
- 6. Social Media - A Brand Building Force Internal implications of introducing social media: • Planning - Who, what, how? • Communication • Brand alignment
- 7. Social Media - A Brand Building Force Internal implications of introducing social media: • Planning - Who, what, how? • Communication • Brand alignment • Resource management
- 9. Planning - Who? • Strategically:
- 10. Planning - Who? • Strategically: • The Company
- 11. Planning - Who? • Strategically: • The Company • Designated individuals
- 12. Planning - Who? • Strategically: • The Company • Designated individuals • Incidentally - Everyone
- 13. Planning - Who? • Strategically: • The Company • Designated individuals • Incidentally - Everyone • Skills and training
- 14. Planning - What
- 15. Planning - What • Changed priorities & goals
- 16. Planning - What • Changed priorities & goals • Staff engagement
- 17. Planning - What • Changed priorities & goals • Staff engagement • Roles and responsibilities
- 18. Planning - How? How will you use social media?
- 19. Communication
- 20. Communication • Staff communication plan
- 21. Communication • Staff communication plan • Your expectations - guidelines etc
- 22. Social & Human •Social networking •Human resources
- 23. Brand Alignment
- 24. Brand Alignment What is brand alignment?
- 25. Brand Alignment What is brand alignment? • the brand promises you make to your clients/customers
- 26. Brand Alignment What is brand alignment? • the brand promises you make to your clients/customers • the imagery your brand portrays
- 27. Brand Alignment What is brand alignment? • the brand promises you make to your clients/customers • the imagery your brand portrays • the culture and values the brand suggests and stands for
- 28. Brand Alignment What is brand alignment? • the brand promises you make to your clients/customers • the imagery your brand portrays • the culture and values the brand suggests and stands for are CONSISTENT in everything you do & say everywhere
- 29. Brand Alignment Is Important
- 30. Brand Alignment Is Important Because:
- 31. Brand Alignment Is Important Because: • Miss your client/customer expectations - they go elsewhere
- 32. Brand Alignment Is Important Because: • Miss your client/customer expectations - they go elsewhere • Don’t treat your staff in line with the brand:
- 33. Brand Alignment Is Important Because: • Miss your client/customer expectations - they go elsewhere • Don’t treat your staff in line with the brand: • they can’t deliver the brand
- 34. Brand Alignment Is Important Because: • Miss your client/customer expectations - they go elsewhere • Don’t treat your staff in line with the brand: • they can’t deliver the brand • they will leave
- 36. Who Is Responsible? • Marketing - They are responsible for the brand
- 37. Who Is Responsible? • Marketing - They are responsible for the brand • HR - They are responsible for policies
- 38. Who Is Responsible? • Marketing - They are responsible for the brand • HR - They are responsible for policies • CEO/Management team - They are responsible for culture
- 39. Who Is Responsible? • Marketing - They are responsible for the brand • HR - They are responsible for policies • CEO/Management team - They are responsible for culture • ALL the above
- 40. Brand Alignment • What is brand alignment? • Why is it important? • Who is responsible for brand alignment? • Why it’s relevant in the context of social media?
- 42. Managing Your Resources • Your staff
- 43. Managing Your Resources • Your staff • Your and their skills, experience and time
- 44. In Summary Introducing social media needs: • Careful planning • An internal communication strategy • Brand alignment - experience the same for all stakeholders •A realistic approach to managing resources - time and staff
- 45. and finally ... •T: 020 3286 7224 •E: sarah@sfmconsulting.co.uk •www.twitter.com/ @sarahfmatthews
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