the death of corporate brands and personal brands (smx london may 2013)

By Mike Essex@Koozai_Mike

THE DEATH OF:CORPORATE BRANDS AND PERSONAL BRANDS

CorporateBrand

HOW PEOPLE SEE SOCIAL MEDIA

Personal Brand

Personal brand

Corporate brand

But the lines are blurring. Here is part of

team Koozai on a night out (the horror!)

CorporateBrand

THE REALITY OF SOCIAL MEDIA

Personal Brand

SO HOW CAN WEFIX THIS?

A teacher was fired for (admittedly stupid) tweets

on her personal account

Paris Brown resigned over tweets made years

before she started on her personal account

A KitchenAid employee sent an offensive tweet to

Barack Obama from the corporate account

Cineworld divided audiences by being too

personal in a row on their corporate account

It continued until everyone joined in.

One question turned into a large scale problem.

They jumped on a national tragedy because Ramsey

ate at McDonalds when he heard the victims

It was heavily criticised across the media

as a misuse of social media

There are many more examples of

this mismatch between brands and employees

SO HOW CAN WEEMBRACE THIS?

EverythingBrand

THE NEW SOCIAL MEDIA

EverythingBrand

THE NEW SOCIAL MEDIA

Instead of thinking about each ‘brand’, employees

should think about how they affect everything.

Our solution is to give employees branded accounts

so they have a place to cover ‘everything’.

As both are connected our hope is they respect

both ‘personal’ and ‘corporate’.

EXAMPLE BRANDSWHO DO THIS

Sprout Social Raven Tools Innocent Drinks

BBC Honda Zappos

PERSONALBRANDBENEFITS

You get to feel part

of a tribe

New followers by association

Easier to tweet

during the day

CORPORATEBRANDBENEFITS

Instant branding in all conversations

A wider reach than

one account

People prefer to follow humans

HOW THAT LOOKSIN NUMBERS

HOW THAT LOOKSIN NUMBERS

Over one third of the mentions of our brand

are thanks to our employees!

HOW CAN IMINIMISE RISK?

BUILD IT INTO THE CULTURE

MONITOR CONVERSATIONS

BrandsEye

Brandwatch

trackur

sproutsocial

TweetDeck

Google Alerts

HootSuite

Social Mention

Paid Tools Free Tools

DETERMINE WHO ‘OWNS’ THE ACCOUNT

At Koozai we allow employees to keep accounts

so they are fully dedicated to growing them

PUT IT INTO CONTRACTS EITHER WAY

Phonedog sued ‘Phonedog_Noah’ for $370,000

for trying to keep 17,000 followers when he left

BUT DON’T FORGET TO RECLAIM EX ACCOUNTS

When employees leave they rename their account

so we register the old one to stop squatters

BE READY FOR FAKE ACCOUNTS

Embrace it or fight back with a Trademark

if someone pretends to be part of your brand

DON’T FORGET ABOUT THE CORPORATE BRAND

You still need a main account and remember

to make your corporate account personal!

LOADS MORE FREETIPS AND ADVICE

FREEWhitepaper

kooz.ai/twitter-whitepaper

EverythingBrand

EMBRACE THE NEW SOCIAL MEDIA

THANK YOU FOR LISTENING

@Koozai_Mike

mike.essex@koozai.com0845 485 1262

koozai.com

REFERENCES8: http://americanlivewire.com/carly-mckinney/9: http://www.bbc.co.uk/news/uk-england-2208303210: http://www.cbsnews.com/8301-205_162-57526011/kitchenaid-apologizes-for-irresponsible-tweet-during-presidential-debate/11: http://econsultancy.com/uk/blog/62614-how-should-you-respond-to-awkward-customers-on-social-media15: http://business.time.com/2013/05/08/the-charles-ramsey-mcdonalds-episode-how-a-viral-marketing-opportunity-can-backfire/15: http://www.ibtimes.com/charles-ramsey-mcdonalds-corp-heroic-twitter-opportunity-exploitation-cleveland-kidnapping-victims15: http://money.cnn.com/2013/05/09/news/companies/mcdonalds-charles-ramsey/15: http://www.wbir.com/news/article/273581/141/Kidnapping-McDonalds-tweet-raises-eyebrows16: http://www.dailymail.co.uk/news/article-1354515/Teacher-sacked-posting-picture-holding-glass-wine-mug-beer-Facebook.html16: http://www.12most.com/2011/11/24/12-spectacular-job-losses-due-social-media-stupidity/16: http://www.mashable.com/2011/03/09/chrysler-drops-the-f-bomb-on-twitter/16: http://www.venturebeat.com/2013/04/10/adam-orth-fired-microsoft-xbox-exec-who-insulted-fans-appears-to-have-joined-the-ranks-of-the-jobseekers/31: http://www.bbc.co.uk/news/technology-16338040

THANK YOU FOR LISTENING

@Koozai_Mike

mike.essex@koozai.com0845 485 1262

koozai.com