Brand’s online activities: how to get real value
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Last Saturday at a meeting with one of my protégés, I was asked ‘Are you sure you are getting correspondence result in your personal brand’s effort online’? I said, it all depends on what individual is measuring or comparing his result with.
Every thing that is worth doing is worth measuring. If a brand can not measure progress in any endeavor, there is a cause for alarm. Being a digital citizen costs a lot-at least in term of time investment. I asked ‘why are many developing nations’ citizens struggling to ‘play’ the yearly American Visa lottery if they do not attach values to that. They would have analyzed that winning a visa lottery to America will end their woes? Whether that is true or not is a discussion for another day.
That is why I am of the opinion that brands should invest in hiring a community manager or consultant to really make headway. Attending a day seminar does not turn an individual to a guru in this vast planet. But that can be a starting point and an eye opener to the demands. So getting real value will be determined by what you are willing to give in exchange for the illumination you are seeking.
Nevertheless, let me outline here the process I think we guarantee getting real value from online activities/involvement;
Listen: Do you really want to make impact? First listen and listen attentively. Wean yourself from any preconceive opinion of how it should work, or the trend the conversation should be taken or who should participates. Such thoughts will have colored brand perception and will not allow objective analysis of the conversation. I was monitoring a conversation on Facebook yesterday and what I read surprised me. A brand got angry because of a feedback and wrote ‘unprintable stinker, rejoinder’ to the soul who ventured to give contrary opinion. That is not how to do social media/online activity. The brand has forgotten that close to three hundred million audience can read that response, and that every conversation is archived. One day that conversation can be recalled.
Set objective: Now that you have listened, you may need to set brand’s objective of what your brand needs to achieve through participation. That will help measurement.
Participate/engage: it is time to take action and swing your racket. Always keep your brand objective in view because it is possible to be distracted by the level of noise online.
Measure: Learn to measure result along the way. Never wait till the end of the year. That may be dangerous.
Lead: Take leadership position in something. Be known for your expert opinion. Be a brand with great influence in something. Your brand may not achieve this overnight, but that should be the goal. It is at this level that your brand makes right impact. I see youthere.
Promo.
The Nigeria chapter of Social Media Club has announced a 2-day National Conference on Social media and Brand Positioning aimed at helping Nigerian brands maximise the marketing opportunities that social media platform presents them. The conference will hold on February 25th and 26th 2010.
The conference is expected to help brand custodians appreciate what other brands are doing on social networking platforms like Youtube, LinkedIn, Facebook and Twitter. It will also help identify what they can do to make them socially relevant while maximising the opportunities with these platforms. Social media is the future of advertising and brand communication. Globally acclaimed brands have already identified that the future of brand position is in the social media and they are constantly seeking ways to leverage on these media. We are convening this conference to ensure that Nigerian brands identify the opportunities and take advantage of them in growing their brands to be global players.”
The 2-day conference will feature topics like ‘Application of Web 2.0/social media to health industry initiatives.’, ‘Web 2.0/social media optimization strategy for brand success.’ Speakers and facilitators for syndicate session includes Kingsley obom-Egbulem, chief creative office HCDI Lagos,Dr. Bolaji Obadeyi, CEO, Health Logics, Lagos, Mrs. Nike Essiet, founder, Action Health, Lagos, and Mr. Wale Goodluck, Corporate Service Executive, MTN Nigeria.
Other speakers include Mr. Akin Adeoya, Publisher M2 Magazine, Uche Nworah, renowned brand scholar, Prof. Dora Akunyili, Hon. Minister of Information and Communications will chair the conference while Mr. Opeyemi Bamidele, Hon. Commissioner for Information, Lagos State and Mohammed Abdullahi, National President, Nigerian Institute of Public Relations (NIPR) are the special guests of honour.
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