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Whose Brand is it Anyway?

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Angela Connor
Angela Connor

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 - Media October 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 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 - Angela Connor @communitygirl #whosebrandisit?
© 2013 Capstrat LLC. All Rights Reserved. 8Angela Connor @communitygirl #whosebrandisit? And they’re saying a lot…
© 2013 Capstrat LLC. All Rights Reserved. 9Angela 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 389 REPLIES 104,649 CLICKS 1,726 COMMENTS 8,703 LIKES 1,605 SHARES 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.com 919-573-6307 AngelaConnor.com LinkedIn.com/angelaconnor Angela Connor @communitygirl #whosebrandisit?

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Whose Brand is it Anyway?

  • 1. Whose Brand is it Anyway? Angela Connor, SVP; Group Director - Media October 10, 2013 North Carolina PR & Marketing Seminar #whosebrandisit?
  • 2. © 2013 Capstrat, LLC. All Rights Reserved. Angela Connor @communitygirl #whosebrandisit?
  • 3. © 2013 Capstrat, LLC. All Rights Reserved. “…Angela efficiently manages through change, nurtures creativity and embraces risk-taking.” Angela Connor @communitygirl #whosebrandisit?
  • 4. © 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 Angela Connor @communitygirl #whosebrandisit?
  • 5. © 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
  • 6. © 2013 Capstrat, LLC. All Rights Reserved. Who Owns Your Brand? Angela Connor @communitygirl #whosebrandisit?
  • 7. © 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 - Angela Connor @communitygirl #whosebrandisit?
  • 8. © 2013 Capstrat LLC. All Rights Reserved. 8Angela Connor @communitygirl #whosebrandisit? And they’re saying a lot…
  • 9. © 2013 Capstrat LLC. All Rights Reserved. 9Angela Connor @communitygirl #whosebrandisit? Marble’s Kids Museum Glaxo Smith Kline April 10 – October 9, 2013
  • 10. © 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?
  • 11. © 2013 Capstrat, LLC. All Rights Reserved. Adapting to Consumer Behavior Angela Connor @communitygirl #whosebrandisit?
  • 12. © 2013 Capstrat, LLC. All Rights Reserved. Cool, Unique Ideas Link: http://www.buzzfeed.com/clockmode Angela Connor @communitygirl #whosebrandisit?
  • 13. © 2013 Capstrat LLC. All Rights Reserved. 13 Media Usage – Omnichannel Consumers Angela Connor @communitygirl #whosebrandisit
  • 14. © 2013 Capstrat, LLC. All Rights Reserved. Guiding Principles for Brands Angela Connor @communitygirl #whosebrandisit
  • 15. © 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?
  • 16. © 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?
  • 17. © 2013 Capstrat, LLC. All Rights Reserved. Angela Connor @communitygirl #whosebrandisit?
  • 18. © 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?
  • 19. © 2013 Capstrat LLC. All Rights Reserved. 19 Guiding Principles for Brands Today Angela Connor @communitygirl #whosebrandisit?
  • 20. © 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?
  • 21. © 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?
  • 22. © 2013 Capstrat, LLC. All Rights Reserved. Link: http://www.buzzfeed.com/clockmode Angela Connor @communitygirl #whosebrandisit?
  • 23. © 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?
  • 24. © 2013 Capstrat LLC. All Rights Reserved. 24 974 HASHTAGS 693 RETWEETS 389 REPLIES 104,649 CLICKS 1,726 COMMENTS 8,703 LIKES 1,605 SHARES 6 million REACHED Guiding Principles for Brands Today Angela Connor @communitygirl #whosebrandisit?
  • 25. © 2013 Capstrat LLC. All Rights Reserved. 25 Guiding Principles for Brands Today Angela Connor @communitygirl #whosebrandisit?
  • 26. © 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.
  • 27. © 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?
  • 28. © 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?
  • 29. © 2013 Capstrat LLC. All Rights Reserved. 29 Thank you! Angela Connor SVP, Group Director aconnor@capstrat.com 919-573-6307 AngelaConnor.com LinkedIn.com/angelaconnor Angela Connor @communitygirl #whosebrandisit?