Tag social business

Balancing Brand and Supporting Personalities 0


[a repost from Dachis Group // Collaboratory // July 19, 2010]

This was an eventful week for brands in social media. Personalities representing brands were in the spotlight for entertaining us in Social Media Marketing and helping us in Social Media Servicing.

In the Social Media Marketing channel we were wooed by the new viral celebrity Isaiah Mustafa (@isaiahmustafa) in the role of Old Spice Man (@oldspice) delivered in the Old Spice brand campaign. This campaign bridged the connection to us in the social webs by connecting social media celebrities and influencers to the Old Spice brand. Brands are popular in social media but celebrities are HOT. Celebrities in social media share personality, are personal and thus popular – Musicians and Actors top the Facebook Pages rankings over brands. The Old Spice Man brought that personality to the campaign through near real-time YouTube video and Twitter replies to the questions that he invited us to ask. Engaging the community is the aspiration of all brands. Engaging with the community with personality is a rarer capability. The Old Spice campaign delivered on the brand promise through the well integrated creative, social and marketing teams to create, listen and respond to both social celebrities, influencers and the masses.

Brand Lessons Learned:

  • Collaboration is essential to campaign and community management. Does your Social Media Servicing team have a view into your Social Media Marketing or Communications calendars? Are you anticipating responses to your messaging? Do you have a knowledge map of your organization to workflow your community communication?
  • Community is forever, campaigns are transient. An integrated social media team is essential to deliver on both. Do your teams have access to the tools and information necessary to make decisions? Do they have the ability to listen, respond and measure?

In the Social Media Servicing channel we learned about the career transition of Frank Eliason (@FrankEliason) from Comcast. Frank and the cast on the Customer Service Team that emerged under the Twitter handle @ComcastCares. Over the past three years Frank and team have earned top mention on every Social Media Servicing case study. He and this passionate crew innovated the Social Media Servicing model by adding Twitter to their customer listening toolbox. Under this decentralized social media servicing model emerged @ComcastBill, @ComcastSteve, @ComcastDete, @ComcastMelissa, @ComcastBonnie, @ComcastSherri. These personalities were able to attract in some cases, larger Twitter followings than the brand they work for @Comcast. The service relationship they earned with the communities they interacted with are largely to attribute to this elective community behavior. In contrast, my experience as a Social Media Marketing Manager and Community Manager (@CocaCola), our community engagement was centralized. We engaged the community as the Coke bottle and with a tease of attribution to our personality through our CoTags or ^PF. This tweet signature helped to humanize the interaction with our community while maintaining brand identity and growing a centralized community. Brands that engaged and mature in social media face the challenge of social media identity management. As social media teams and channels grow so do the decisions brands must make to balance their identity and personalities that support them.

Identity Lessons Learned:

  • Centralized communities build larger communities. Have you enabled an enterprise social media publishing and community management capability to support this approach? How are you able to publish, listen and respond with a large social media service team?
  • Decentralized communities enable your brand knowledge to independently scale. Do you have a social media policy, certification and identity guidelines to support your social workforce? Can you aggregate your distributed conversations to facilitate a common social brand channel?

Managing your social media brand, supporting personalities and policy for social media identity are lessons being learned first by the largest brands and communities. As your Social Media Marketing and Servicing channels mature with resources and community expectations, so must your approach to the medium to find the balance right for your brand.

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