The Social Brand: Engaging and Activating Customers

The Social Brand: Engaging and Activating Consumers

The Social BrandEngaging and Activating

Customers

Jeff RozicDirector of Marketing

@votigo

The Social Brand: Engaging and Activating Consumers

Starters

Thank You!

Questions…

#SIABluebird Photo

Giveaway• Follow @SIASnowsports

• Take a photo

• Search #SIABluebird and Retweet

The Social Brand: Engaging and Activating Consumers

Market Research

The Social Brand: Engaging and Activating Consumers

Engaging & Activating Your Social Audience • Share interesting content

• Elaborate your brand story

• Behind the scenes

• UGC, Personal Stories

• History, values, culture

• Photos, videos, articles

• Games & Apps

• Become a destination

• Promotions & Exclusives

The Social Brand: Engaging and Activating Consumers

Engaging Fans With Eye-Catching Content

The Social Brand: Engaging and Activating Consumers

A Destination for Great Content

The Social Brand: Engaging and Activating Consumers

Find the Best Social Channels for Your Brand

• UGC Videos

• Product

Demonstrations

• Interviews

• Behind the Scenes

The Social Brand: Engaging and Activating Consumers

• Daily Engagement

• Announcements

• Promotions

• Behind the Scenes

• Photos, videos, dialog

The Social Brand: Engaging and Activating Consumers

• Photos

• Behind the Scenes

• Visual Gallery

The Social Brand: Engaging and Activating Consumers

• Instant communication

• Event communication

• News &

Announcements

• One-on-one

communication

• Twitter chats

The Social Brand: Engaging and Activating Consumers

• Hang-outs

• Social Search

• Increase Visibility

• Long-term

The Social Brand: Engaging and Activating Consumers

Creating a Branded Destination

The Social Brand: Engaging and Activating Consumers

A Standalone Blog that Personalizes the Brand

• Quality Content

• Leverage Influencers

• Multiple Contributors

• Content destination,

with social support

The Social Brand: Engaging and Activating Consumers

Creating a Consistent Brand Image

The Social Brand: Engaging and Activating Consumers

The Social Brand: Engaging and Activating Consumers

Put Your Fans’ Lifestyle on Display

The Social Brand: Engaging and Activating Consumers

The Social Brand: Engaging and Activating Consumers

The Social Brand: Engaging and Activating Consumers

Showcase Your Products & Personality

The Social Brand: Engaging and Activating Consumers

The Social Brand: Engaging and Activating Consumers

3 Bigs…

The Social Brand: Engaging and Activating Consumers

3 Huge Advantages SIA Brands Have• Aspirational affinity/leisure/celebrity

• Visual stunning-ness

• The attention of your audience

anytime of day!

Your audience is literally thinking of you as

they go to sleep!

@jimmy_adams

The Social Brand: Engaging and Activating Consumers

3 Big Decisions You Must Make

• Who: handles your social?

Internal? Agency partner?

Athletes? Leadership? What

tools and budget do you

resource?

• Where: An abundance of

channels…which do you

choose? Where is your

audience?

• What: are you trying to

achieve?

The Social Brand: Engaging and Activating Consumers

3 Trends for Integrating The Social Brand:

1) Social is not a standalone

activity…it is art of

marketing lifecycle

2) Social tech allows brands to

connect with email, CRM,

ads, ERP

3) Social is measurable and

ROI-accountable

Q: How are you measuring

social?

The Social Brand: Engaging and Activating Consumers

3 Big Decisions: What Are Your Social Goals?

• Create ongoing engagement & community

• More visibility, SEO & Edgerank

• Increase brand awareness

• Reward loyal fans

• Learn more about your fans

• Activate Customers…67%

Q: Can you afford to “do social” if you’re

not activating customers?

The Social Brand: Engaging and Activating Consumers

3 Last Things You Must Do In Social

1) Go Across Channel

2) Measure & Repeat

3) CRM

Q: What comes next in your social

strategy?

The Social Brand: Engaging and Activating Consumers

Thank You!

Questions? Jrozic@votigo.com