The Open Brand: How Twitter Is Pushing Radical Transparency in Brand Management

Speaker · Panel · Twitter 140 Conference · Mountain View, CA · 2009

Introduction to a panel on open brands: how Twitter pushes radical transparency in brand management, with case studies including the Chevy Tahoe video contest and AmazonFail.

Part of Earthsite

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THE OPEN BRAND How Twitter is Pushing Radical Transparency in Brand Management
SO, WHO CONTROLS A BRAND?
YESTERDAY Brand Managers
TODAY Customers (Influencers)
WHAT DO PEOPLE TRUST? • 75% don't trust company advertising • 81% trust word of mouth • 56% trust media editorial • http://bit.ly/Dtn7S
POWER SHIFT
SOCIAL MEDIA IS A DISRUPTIVE TECHNOLOGY Old School New School Top Down Bottom Up Closed Open Advertisement Conversation Print Media Digital Media One to Many Many to Many Privacy Transparency
AN OPEN WORLD Open Culture Open Government Open Software Open Brands
RADICAL TRANSPARENCY Case Studies
CHEVY VIDEO CONTEST What happened? Chevy launches a YouTube campaign to submit user generated videos promoting the Chevy Tahoe. Backlash Activists seize the opportunity to voice their feelings about the Chevy Tahoe. GM Fast Lane Blog “Early on we made the decision that if we were to hold this contest, in which we invite anyone to create an ad, in an open forum, that we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate.”
#AMAZONFAIL • Friday: Authors discover that Amazon.com is delisting their gay and lesbian titles in book search • Saturday: Word spreads around the Twitter like wildfire • Sunday: Amazon provides a few vague responses about it being a glitch. • Monday: Stocks have dropped by 2%
SKITTLES • home page into an online portal featuring a live Twitter feed alongside Facebook, Flickr, and YouTube content • so many hits the first day it brought down Twitter • But just two days after its launch, Skittles was forced to rethink its social media strategy after users deluged the site with inane and often profane "tweets," the messages sent by Twitter users. Source Link
JET BLUE 2008 • Joel blogs about how it was creepy that JetBlue followed him. Moments later, JetBlue direct messaged him apologizing and explaining their human approach to connecting with their customers.
JET BLUE TODAY
UNITED AIRLINES • Offering exclusive fares to Twitter followers
AMERICAN EXPRESS OPEN FORUM
INTUIT QUICKEN LIVE BLOGGING TOWN HALL
INTEL PUBLISHES SOCIAL MEDIA GUIDELINES • Be transparent. • Be judicious. • Write what you know. • Perception is reality. • It's a conversation. • Are you adding value? • Your Responsibility • Create some excitement. • Be a Leader. • Did you screw up? • If it gives you pause, pause.
MC DONALDS CHANGES SLOGEN Sign of the Times Fitting with the “self expression” era of the web, McDonalds changes it’s slogan to a more personal line. “We love to see you smile” To “i’m lovin’ it”
PATAGONIA
CEO GETS TRANSPARENT • CEO, Paul Levy, recognizing the hospital was in dire financial trouble, sends a personal letter to the entire staff about the crisis, and devotes the organization to becoming more transparent . • “I promise to have an open administration, sharing with you as much information as possible to help you be part of solving the problems of the medical center.” • The turnaround worked. And since 2002 has been blogging openly about the institutions issues.
ZAPPOS CEO ON TWITTER • CEO, Tony, talks about his company, but also shares his personality. • Massive following • Early success story in using Twitter. “I think the way to succeed in today’s world is to make • Jumped on the new your business more personal. Twitter is also a great way technology early. of doing that.” -Tony, CEO of Zappos
CEO’S ON TWITTER
GoodGuide provides the world's largest and most reliable source of information on the health, environmental, and social impacts of the products in your home.
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A call for SHARED RESPONSIBILITY Companies Customers 1. Be human 1. Be understanding 2. Use real names and be personal 2. Use your real iden9ty 3. An9cipate problems will 3. Recognize that problems occur, and set clear, public will occur and give expecta9ons in advance for companies the informa9on how you will address issues. and 9me required to competently address issues. 4. Cul9vate a public dialogue. 4. Share issues directly or through a forum. 5. Speak plainly, candidly with customers. 5. Give companies the beneﬁt of the doubt.
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HOW DO I MAKE MY BUSINESS OPEN?
THINKING OPEN
BENEFITS OF BEING OPEN • Allow your customers to do your marketing for you • Gain innovation from your customer feedback • Quicker response time to customer concerns • Build loyal customers
UNDERSTAND SOCIAL CURRENCY • Like a bank account, add social capital, withdraw social capital. • Generate valuable content, share valuable content • Become known as an expert in your field • Ask questions, answer questions, respond to customers! • Be noteworthy, stand out
BEHAVIOR OF INFLUENCERS • Engage others in conversations • Inspire others to continue the conversation • Participate consistently • Are seen as credible • Compels others to want to hear what they say next • Create content that is ‘remarkable’
HOW BRANDS SHOULD PREPARE • Don't Hesitate • Prepare For Transparency • Connect with Advocates • Evolve your Enterprise Systems • Shatter your Brand Website
MEASURING SOCIAL MEDIA
NEW METHODS Social Media requires a new way of thinking about marketing, and moreover a new way of thinking about management.
NEW MEASUREMENTS B2C C2C Advertisement Conversation Paid Per View Free / Viral Page View Social Action One Time Accumulates
KEY MEASUREMENTS • Focus on Social Actions: Use traditional media to drive target users online to do something — take a social action — not just arrive on a site. • Measure Before and After: Measure social intensity before and after to see if campaigns successfully caused target customers to take social actions -rate, comment, share, recommend, etc.. • Accumulate Social Capital: Devise social actions that lead to an accumulation of value for the community of users over time — e.g. users rate and share tips about restaurants — Yelp.com. This builds an asset that has lasting value. By Augustine Fou, ClickZ, Feb 11, 2009
TIPS FOR DOING SOCIAL MARKETING RIGHT • Social Media Marketing is worth more • Don't pay for social marketing. • Give out samples • Give a place to talk about your product online publicly • Ask questions to stimulate conversations By Augustine Fou, ClickZ, Apr 9, 2009
GO FURTHER Resources
ABOUT THE PRESENTER • Joey Shepp, Green MBA • Principal at Earthsite, Web Strategy for Sustainable Brands • Founder of Open Brands, Making Brand Monitoring a Social Sport. • JoeyShepp.com • @joeyshepp
FOLLOW US ON @earthsite @joeyshepp @openbrands
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