Social Media and Corporate Strategy

1. Social Media and Corporate Strategy Sam Ford Director, Audience Engagement JGAPeppercomm

2. The Old MediaModel

4. Broadcast Mentality

5. This Can’t Be Only About Marketing…

6. Brands Are Becoming Publishers

7. Don’t Tell People about Your Expertise & Passion. Show Them.

9. Spreadable Content Value Is Created Through Being: • Available when and where audiences want it • Portable • Easily reusable in a variety of ways • Relevant to multiple audiences • Part of a steady stream of material

10. People Spread Content to: • Define themselves • Increase their notoriety • Strengthen social ties • Build community

12. “If I tell my Facebook friends about your brand, it’s not because I like your brand, but rather because I like my friends.” -Mike Arauz

13. Curation “(My curationstrategy is) find good s#!+ and share it.” - Jason Falls, CafePress, Social Media Explorer • Longstanding activity—from newspaper clipping/scrapbooking to word of mouth practices • Emergence of content editing/curating as a regular activity, for companies and for individuals • Increasingly crucial activity in an era of information overload • Particularly happening online now: 51% of people who get news online and use social network sites say they find out about what’s happening through people they “follow” (Pew 2010)

14. What You Say • What positioning and messages are you trying to spread? • What Your Audiences Say • What are their patterns, pain points and purpose? • What Your Competitors Say • What position are they trying to own? • What Your Audiences Hear • How do your audiences perceive your positioning and messages?

17. Taking a Transmedia Approach • A “transmedia” approach: • Builds a company’s story across multiple touchpoints—in person, online, through marketing, etc. • Emphasizes consistency in all communications • Requires cross-dept. collaboration • Allows each “medium” to play the role that it is best at, as part of the overall storytelling effort

18. Transmedia Storytelling

19. Transmedia Storytelling

20. How Does an Individual Build Their Brand?

21. Transmedia Storytelling for Professionals . . . • Is built on real-life relationships • Has the advantage of having its story world “set” in the real world • Focuses on the people behind the “brand” of a company • Demonstrates the thinking/expertise which inspires a company’s products/services • Emphasizes internal collaboration & external continuity

23. Why think about an executive’s individual brand? • He or she is developing an individual brand as a professional, whether intentionally or not • The best way to prove the company’s spirit and philosophy to potential and current customers is by living it. • Think as well about her or his “digital footprint” and what happens when customers/prospects look the executive up online • Consider how you educate all members of your team to think about the brand they’re building for themselves.

24. How do you cultivate an executive’s digital footprint? • Be deliberate with the way they represent themselves online • Take stock of the executive’s current online footprint; “Google them” • Pick platforms where the executive already communicates or those where the executive realistically can imagine himself or herself communicating to develop a professional presence • Show who the executive is; demonstrate her/his passion and expertise

25. Cultivating Your “Brand”

29. Social Media and Corporate Strategy Sam Ford Director, Audience Engagement JGAPeppercomm