CMO University - presentation by Christine Perkett; PerkettPR
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2011 PerkettPR, Inc. Enhancing The Brand Christine Perkett, PerkettPR
Transcript of CMO University - presentation by Christine Perkett; PerkettPR
2011 PerkettPR, Inc.
Enhancing The Brand
Christine Perkett, PerkettPR
2011 PerkettPR, Inc.
Image: guardian.co.uk
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
“The Social Contract”
2011 PerkettPR, Inc.
Converse.
2011 PerkettPR, Inc.
Engage.
2011 PerkettPR, Inc.
Integrate.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
“Companies Who Start [Social] With Implementation Are At
Risk”
-Jeremiah Owyang, Altimeter Group
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
Image: venturebeat.com
Create a “networked company”
2011 PerkettPR, Inc.
“When you earn yourself a Facebook Like, you’ve successfully
opened up a line of communication with a potential customer and his or her friends.
What you communicate after that is where we should look for real
lasting success.”
- Dexter Bustarde, senior web analyst at Digitaria.
2011 PerkettPR, Inc.
Serenity Now…
… grant me the serenity to accept the things I cannot change;courage to change the things I can;and wisdom to know the difference.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
Fired him for being funny. Fired him for being spontaneous. Fired him for being relevant. Fired him for alighting ever so gently, like a canary taking its perch, on a dowel of human truth. You know -- the way social media is supposed to be, because the whole point of it is to discard archaic and abrasive concepts of messaging in favor of actual conversations.
-AdAge
2011 PerkettPR, Inc.
Just being momentarily known as not connecting to your customer is
too much of a gamble in this competitive environment.
2011 PerkettPR, Inc.
Change your thinking to change resultsChange your thinking to change results
Lighten upLighten up
Speak upSpeak up
ListenListen
Keep your promises – of your brand and Keep your promises – of your brand and to your customersto your customers
Own your mistakesOwn your mistakes
2011 PerkettPR, Inc.
Talk with meNot at me
2011 PerkettPR, Inc.
Really?!
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
Invest In Me I’ll Invest In You
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
“If it was possible to simply open the window of the CEO’s office on the 18th floor and look out onto the B2B social
media landscape, this is what you would see. Thousands of buyers,
influencers and users in the business social media space, moving between various online sites as they search for
information.”- David Anderson, Elearning Examples
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
Relationships =Respect =Influence
Not Control
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
Correct-amundo!
2011 PerkettPR, Inc.
Tools Tools & &
Best Best PracticesPractices
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
•Fans/Followers• Demographics• Topics• Influence/reach• Growth• Activity/interactions
•Visitors•Leads•New customers•Active users•Share of voice•Brand mentions: quantity, quality
• Sentiment• Venue
•Traffic/source of traffic•Content views
•Content shared• By who• Where• How often
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
The Obvious…
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
2011 PerkettPR, Inc.
Thank You!
@missusP
@PerkettPR
www.facebook.com/PerkettPR
www.perkettpr.com
