whose brand is it anyway?

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Guiding principles for brands today on staying current and avoiding brand paralysis. Presented by Angela Connor at the NCPRSA PR and Marketing Seminar on October 10, 2013. See NCCommsSem and #whosebrandisit? (AngelaConnor.com)

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Whose Brand is it Anyway?Angela Connor, SVP; Group Director - MediaOctober 10, 2013

North Carolina PR & Marketing Seminar #whosebrandisit?

© 2013 Capstrat, LLC. All Rights Reserved.

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat, LLC. All Rights Reserved.

“…Angela efficiently manages through change, nurtures creativity and embraces risk-taking.”

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

4

My Favorite Quote about Change

In times of profound change, the learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.

-Eric Hoffer

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Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

5

What I’ll Share Today

Angela Connor @communitygirl #whosebrandisit?

AGENDA TOPIC TIME

Who owns your brand? 10 minutes

Adapting to consumer behavior 10 minutes

Guiding principles for brands today 15 minutes

A few examples 5 minutes

Discussion/Q &A 15 minutes

© 2013 Capstrat, LLC. All Rights Reserved.

Who Owns Your Brand?

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

7

Your brand is what other people say about you when you’re not in the room. -

Jeff Bezos, founder of Amazon

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Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

8 Angela Connor @communitygirl #whosebrandisit?

And they’re saying a lot…

© 2013 Capstrat LLC. All Rights Reserved.

9 Angela Connor @communitygirl #whosebrandisit?

Marble’s Kids Museum

Glaxo Smith Kline

April 10 – October 9, 2013

© 2013 Capstrat LLC. All Rights Reserved.

10

92% of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising.

Nielsen’s Global Trust in Advertising Survey April 2012

Here’s why it matters

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat, LLC. All Rights Reserved.

Adapting to Consumer Behavior

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat, LLC. All Rights Reserved.

Cool, Unique Ideas

Link: http://www.buzzfeed.com/clockmode

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

13

Media Usage – Omnichannel Consumers

Angela Connor @communitygirl #whosebrandisit

© 2013 Capstrat, LLC. All Rights Reserved.

Guiding Principles for Brands

Angela Connor @communitygirl #whosebrandisit

© 2013 Capstrat LLC. All Rights Reserved.

15

Guiding Principles for Brands Today

Adjust your beliefs on how to use media for brand building.

Learn how to respond to criticism, publically.

Figure out new ways to get through.

Try things that scare you. Test and Learn.

Be collaborative. Consider partnerships with other brands.

Know how people talk about your brand

Keep a close eye on competitors, particularly in digital and social

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

16

Guiding Principles for Brands Today

Adjust your beliefs on how to use media for brand building.

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat, LLC. All Rights Reserved.

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

18

Guiding Principles for Brands Today

Adjust your beliefs on how to use media for brand building.

Learn how to respond to criticism, publically.

Figure out new ways to get through.

Try things that scare you. Test and Learn.

Be collaborative. Consider partnerships with other brands.

Know how people talk about your brand

Keep a close eye on competitors, particularly in digital and social

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

19

Guiding Principles for Brands Today

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

20

Guiding Principles for Brands Today

Adjust your beliefs on how to use media for brand building.

Learn how to respond to criticism, publically.

Figure out new ways to get through.

Try things that scare you. Test and Learn.

Be collaborative. Consider partnerships with other brands.

Know how people talk about your brand

Keep a close eye on competitors, particularly in digital and social

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

21

#HR#Tchat#leadership#FF#HFchat#dthr#Diversity#SHRM#jobs#CES#job#business

#leadfromwithin#TNLive#in#healthcare#HRTechChat#HRtech#management#recruiting#USGuys#career#NextChat

Find relevant hashtags

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat, LLC. All Rights Reserved.

Link: http://www.buzzfeed.com/clockmode

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

23

Guiding Principles for Brands Today

Adjust your beliefs on how to use media for brand building.

Learn how to respond to criticism, publically.

Figure out new ways to get through.

Try things that scare you. Test and Learn.

Be collaborative. Consider partnerships with other brands.

Know how people talk about your brand

Keep a close eye on competitors, particularly in digital and social

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

24

974 HASHTAGS

693 RETWEETS

389REPLIES

104,649CLICKS

1,726 COMMENTS

8,703LIKES

1,605SHARES

6 million REACHED

Guiding Principles for Brands Today

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

25

Guiding Principles for Brands Today

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

26

Guiding Principles for Brands Today

Angela Connor @communitygirl #whosebrandisit?

Something I just learned last night, after 11:00 p.m.

© 2013 Capstrat LLC. All Rights Reserved.

27

Guiding Principles for Brands Today

Adjust your beliefs on how to use media for brand building.

Learn how to respond to criticism, publically.

Figure out new ways to get through.

Try things that scare you. Test and Learn.

Be collaborative. Consider partnerships with other brands.

Know how people talk about your brand

Keep a close eye on competitors, particularly in digital and social

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

28

Free monitoring and search tools

Search.twitter.com: Twitter’s advanced search feature filters tweets by words, people, places, and sentiment.

Addictomatic: With Addictomatic, you can create a tracking page that pulls content from Google, Yahoo, Technorati, YouTube, Truveo, Flickr, Digg, and more.

Twazzup: Twazzup creates a dashboard to track keywords on Twitter by link popularity, contributors, influence, tag clouds, and users.

Social Mention: Through Social Mention, you can search keywords across multiple platforms and filter by top keywords, users, hashtags, rankings, and sentiment.

Hootsuite: Hootsuite monitors users, keywords, and hashtags on Twitter, Facebook, LinkedIn, Foursquare, MySpace, and WordPress.

Angela Connor @communitygirl #whosebrandisit?

© 2013 Capstrat LLC. All Rights Reserved.

29

Thank you!

Angela Connor SVP, Group Director

aconnor@capstrat.com919-573-6307

AngelaConnor.comLinkedIn.com/angelaconnor

Angela Connor @communitygirl #whosebrandisit?

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