Building a brand-defining experience that wows

BUILD A BRAND-DEFINING EXPERIENCE THAT WOWS

ABOUT PARKER LEPLA

Expertise: • Brand experience strategy • Internal branding • Web and social media strategy • Marketing communications • Naming, visual identity and taglines

WHO WE WORK WITH

• The promise you keep with employees and customers in everything you do and say – Built from consistent social experiences

that inspire, engage and build trust

WHAT IS BRAND?

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THE MODEL FOR BRAND IS SHIFTING

Marketing

Employees

Management

Brand Promise

Customer Customer Customer

Customer

Customer

Customer

Customer

THE OLD BRAND MODEL

THE NEW BRAND MODEL

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Social Experience

A NEW PARADIGM

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Brand Promise

HOW DO YOU DO IT?

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Relevant, useful, differentiated experiences that wow your

employees and customers and bring your brand into clear definition for

them and their lives.

BRAND-DEFINING EXPERIENCES

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AUTHENTICITY IS BRAND DEFINING

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Passengers felt delighted, recognized and valued at an unexpected moment

SURPRISE AND DELIGHT IS BRAND-DEFINING

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• Best Practice meetings and Happy Hour gatherings to share, regroup and enjoy each other

• Work and Play days = half day vision setting, half day fun team outing

• “What do you want to learn?” coaching system • Employee blog showcasing our intellectual POVs • Facebook contests with fans and clients

“THE SMALL STUFF” IS BRAND-DEFINING

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DEMONSTRATIONS OF YOUR CULTURE ARE BRAND-DEFINING

WHAT DO THESE HAVE IN COMMON?

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Social

Demonstration of promise

Recognition of individuals

Opportunities for self-

expression

What’s a brand-defining experience you’ve had? What is your organization’s brand-defining experience?

Are you delivering a similar experience for your employees?

QUESTION?

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5 ways to engage employees through SOCIAL BRAND-DEFINING EXPERIENCES

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TRUE ENGAGEMENT LOOKS AT EXPERIENCE FROM THEIR POV

1. CREATE AN INTERNAL BRAND COMMUNITY FOR INFORMATION AND KNOWLEDGE SHARING

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TGI FRIDAYS-UK

• Employee site that is almost entirely populated by employee generated content

– Showcases employee talent

– Employee written blogs

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Highlight the expertise of employees through thought leadership blogs for clients/customers.

2. EMPOWER EMPLOYEE THOUGHT LEADERSHIP AND INNOVATION

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KODAK USES BLOGS AND TWITTER TO PROMOTE EMPLOYEE EXPERTS

Source: http://smartblogs.com/socialmedia

3. RECOGNIZE EMPLOYEES IN ON-BRAND

WAYS

• Create a “Facebook-like” feed on your intranet for sharing kudos for others • Allow people to share those kudos on Facebook through a LIKE button • Post employee “wins,” promotions and other accomplishments on Facebook or Twitter • Give employees recommendations on LinkedIn • Share praise for jobs well done and announce promotions and staff changes

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Create online “suggestion box” for employee ideas for new products/services, enhancements or suggestions on company direction

4. PROVIDE OPPORTUNITIES FOR INPUT INTO DIRECTION OF COMPANY

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And, help customers experience the brand in action

5. HIGHLIGHT IMPORTANCE OF EMPLOYEES IN COMPANY SUCCESS

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• Have employees listen in on conversations on Twitter, Facebook, Blogs and LinkedIn for mention of company’s brand

• Develop strategy for employee response and engagement in online conversations about brand

BONUS: ENGAGE EMPLOYEES IN SOCIAL LISTENING AND PROMOTION

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Followers feel recognized, valued and heard.

Employees get one-to-one customer contact.

BRAND-DEFINING ACTS OF KINDNESS

28 Source: http://www.trendwatching.com/briefing/

• Employees who are more inspired and engaged: – Perform at their highest level and are

more productive – Provide greater service to your customers – Promote your brand to others more often

and with more passion – Are more loyal

BENEFITS

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GETTING STARTED

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START BY CLEARLY DEFINING YOUR BRAND

• Why they chose to work for you • What they are looking to accomplish

in life and in work • What they need in order to

accomplish that • What motivates them, and makes

them feel appreciated and valued

KNOW YOUR EMPLOYEES

32 http://motivationalcartoons.co.uk/tag/goals

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MAP THEIR DESIRED EXPERIENCE

• Based on strategies that: – Meet most employee needs/goals – Create connection among employees and

leadership – Empower employees to champion the

brand

PRIORITIZE

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• Employee adoption and use (surveys and analytics)

• Adherence to guidelines for use (monitoring) • Sentiment and morale (monitoring and

surveys) • Engagement (frequency of sharing,

commenting, contributing via monitoring, analytics and surveys)

MEASURE AND TEST

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• #tcbSM4HR on Twitter • www.onlinebrandex.com (the site for our online brand

experience division) • www.integratedbrand.com (blog/resources library) • www.facebook.com/parkerlepla (fan page) • www.twitter.com/parkerlepla (our Twitter account) • www.slideshare.net/parkerlepla (our presentation site)

• My email: jent@parkerlepla.com

QUESTIONS?

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