Using Social Media IntelligentlyPresented to the PRSA National Capitol Chapter

October 16, 2008

Defining Brand

"A collection of perceptions in the mind of the consumer."

Definition from Building Brands

How Brands Are Defined

A brand represents a commitment, a promise from an entity to a stakeholder:

① Verbally (orally and in print)② Visually (logo, ads, presentation)③ Experience

Integration

The Big Picture

Strategy drives all corporate communications– What are the objectives?– How can the company achieve its objectives?– Which tools will best address those needs?– Does social media fit into the plan?

Social Media:Why all the hype?

Powerful tools + Easy to use + Cost effective = Everyone can create content

With Social Media Brand Defined by…

• Search engines• New influentials• Customer conversations• Real product experiences

Zappos

Seventh Generation

Gates Foundation: ED in ‘08

Seventh Generation

Auto Industry Social Media

• GM: GMNext (www.gmnext.com)• Ford: SMRs, influencer relations, Twitter• Toyota: Open Road (blog.toyota.com)• Chrysler: blog.chryslerllc.com

• Plus conversations about autos, gadgets and toys galore on the internet!

Common Corporate Mistakes

• Control• New shiny object syndrome• Ignoring stakeholders• Dismissing the medium• One size fits all• Failing to understand symbiotic relationship

between fourth and fifth estates (Integration!)

Corporate Control is a Myth

“You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”

- Joe Ragan, NewsradioAs quoted in “Groundswell” by Charlene Li and Josh Bernoff

09 f9 11 02

Song by Keith Burgmun, www.dinosaurlightning.comLicense: http://www.archive.org/details/OhNineEffNine

“This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.”

Amy Jussel, Founder Executive Director, Shaping Youth

Off Target

Target’s e-mail response:

“Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”

Off Target

Target’s response to the New York Times:

“We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”

Before Integrating: When in Rome…

Social AnthropologyCommunity defines the medium

• Who is our core constituent?• Where are they?• What interests them?• Goodwill resolves issues for people. What are those

community issues?

Social Media In a Larger Communications Plan

Outstanding PR tool for third party credibility– Perception of thought leadership– Earned media throughout the long tail– Media influence– Intangibles like speaking engagements– User generated case studies– Crisis tool

Social Media In a Larger Communications Plan

A nice shot in the arm for marketing, too– SEO– Word-of-mouth customer referrals– Product marketing through crowd-sourcing, user-

generated feedback– Conversations provide “live” brochures– Feedback mechanism to adjust strategy– Sales leads– Brand loyalty

Benchmarking

JTA Objectives

Build relationships with the online coaster community

Build awareness for the early opening of Journey to Atlantis

Drive visitation to the SeaWorld Coaster Website Drive views of the Journey to Atlantis video and

photo assets

www.SeaWorldCoasters.com

JTA Results

Interest• The Website received 78,264 visits and 170,644 page views from May through August 2007. • The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. • Flickr photos have been viewed 102,101 times to date.• Of the initial 22 sites identified, 12 covered the ride, including Theme Park Insider, which was a high-value profile. • The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites. It is unknown how

many people heard this way, but Theme Park Insider reports 2.5 million unique users a year

Attitude• The coverage was largely positive in tone, with some expected negativity about ride intensity• The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. • These riders later left positive comments on YouTube videos• ACE invited SeaWorld San Antonio to attend its annual meeting in 2008.

Action• In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. • With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for

television. • Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated

that the visitors who were impacted by the project represented over $2.6 million in revenue.

Thank you!

Questions?

Email: geoff@livingstonbuzz.comTwitter: geofflivingFacebook and LinkedIn: Geoff Livingston