Social Media :First Impressions Seminar For Haredi Professionals
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Transcript of Social Media :First Impressions Seminar For Haredi Professionals
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Social Media:First & Lasting Impressions
Haredi Women’s Professional NetworkSeptember 7, 2009Esther Ohayon
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Agenda Legacy vs. new-age brand drivers
Brand building for you & your company
Dynamic web presence What is it, and who should care?
Social Media Join and encourage the discussion Uncover and promote your product's
perceived value
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Legacy Brand Drivers Product
Driven by features and benefits Generic
Leveraging established markets with price-driven branding
Market Following & adopting market trends to a
brand ex: go greenMany Times It Is A One Way Conversation
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New-Age Brand Drivers Personality & Identity
Personality gives life to and endears one to a brand
People like to do business with real people not companies
Your brand: Benefit, promise of service, offering, specific commitment and a guarantee. Ex: Domino Pizza – “fresh, hot pizza, delivered to your
door in 30 minutes or less or it’s free. “
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New-Age Brand Drivers – cont. Community Involvement
Make your brand more reachable, knowable , likable & trustworthy FAQs on your website are not enough
No personality = No warmth Consumer : zero loyalty, highly price sensitiveTwo Way Conversation Is The Only Way
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Some Brands Turn into Personalities – M&Ms
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Some Personalities Turn Into Brands
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Agenda Legacy vs. new-age brand drivers
Brand building for you & your company
Dynamic web presence What is it, and who should care?
Social Media Join and encourage the discussion Uncover and promote your product's
perceived value
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Static Website Like a centralized business card
or brochure Straightforward & informational Many corporate sites are static Unless there is a new product
launch No reason to return or check weekly Nowhere to interact with the site
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Dynamic Web Presence Dynamic websites:
Interactive & exciting – capture emails New information is often updated -
sticky Forum to interact with customers ex:
survey It’s Social because you’ve created a
community: Blogging Commenting on forums, Twitter, Face book,
etc Posting articles & sharing information
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You Create aDynamic Web Presence Everyone has something to add
Plumber – fix the leaks, etc Plumber 2.0 – fixes the leaks by day &
by night Blogs about water conservation tips An advocate in the community about
conservation Lectures on water conservation - tips &
products Writes for the local paper Does a video about saving money & water
and posts it to blog
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Agenda Legacy vs. new-age brand drivers
Brand building for you & your company
Dynamic web presence What is it, and who should care?
Social Media Join and encourage the discussion Uncover and promote your product's
perceived value
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What is Social Media It’s all about a conversation It’s one big cocktail party –
everyone is finding out what you do in order to connect in some way
Interaction, information & feedback in all forms:
Written, video, audio, pictures, live presentations
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Be Helpful & Real You BECOME A FACE - A PERSON Include your profile Offer valuable content
Give and share information Help customers and target
customers understand how they benefit from you
Reputation Management: Find out what customers like and
don’t like.
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Where Is Social Media -EVERYWHERE Blogs Online Chats RSS Feeds Video Sharing –You Tube Social Networks –Face Book, Twitter,
Linked In Message Boards/Forums/Photo Sharing Podcasts Wikipedia
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Content Things to talk about:
Your market & new trends Your business & new developments Recommend other businesses &
people Announce new product launches Events – local or industry
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Quick Stats Wikipedia -2.7 million articles – Wiki
Answers
You Tube -100 million video - AC content
Blogs – 113 million –Technorati, 2008
Social Networks – 57% of internet have a profile
Face book hosted 61.2 million visitors in March and is now the #5 site - Social Net Daily
Linked In -20 million profiles - Social Net Daily
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Why use Social Media The time Americans spend on
social networking sites has increased by 73%
81% of execs say social media can improve customer relations and build brands
64% of execs believe that Social media will be useful as a customer service tool Source:
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Create Community Create vehicles to solicit feedback Create a relationship through
social media and talk to your community of fans or followers.
They will wait for your next post and more importantly – will be an avid advocate of your brand.
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Blogging It’s the personal touch that so many
customers prefer Invite feedback They get to know your thoughts &
opinions Informal way to share and get
information Populate with keywords, tags,
categories to help your site be found on search engines
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Sample Blog Chassan’s Place
They even have a category for Hazorfim products
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Case Study: Coca-Cola
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The World's #1* Brand
No longer just a soft drink company It’s running a global
community Climate Protection
They promote hybrid cars usage
Enriching Lives Involved in local
communities, worldwide Water Conservation
Reduce, Reuse, Recycle plus Replenish
* The 100 Top Brands
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Welcome to the Interactive Coke Community Education
Leave a lasting legacy for generations Balanced Living
Sweeteners to Supporting Yellowstone National Park
Product Innovation New choices
Recycling Less energy/less water
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Personal Branding Guru
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At Gavoah we are committed toBringing Your Site To Great Heights
One Step at a timeOur Website: www.gavoah.comOr call 02-995-1767