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Learn how Social Media is pushing radical transparency in brand management. Includes new research on Social Media Policy and calculating Social Media ROI. Social Media case studies of The North Face and Drugstore.com.

2010 Forecast in Social Media Metrics

333% surge in tracking revenue
174% escalation in monitoring conversions
150% increase in measuring average order value

Read more: PRESENTATION: Social Media is Pushing Transparency on Brands

This presentation was delivered as an introduction to a panel on "Open Brands" at the Twitter 140 conference in Mountain View, CA. Representatives from Dominos, JetBlue, Ebay, and Intuit sat on the panel and provided great insights in their corporate use of Twitter. Also, thanks to all the great people who voted for the Open Brand 'unconference' session to make this happen.

Presentation Description: Twitter is pushing radical transparency on brand management. Check out recent corporate case studies in Twitter use, and learn key strategies/practices in Social Media. If you've heard me speak before, I added some new content in this presentation specific for the Twitter audience: Twitter-specific case studies and reorganized/focused slides on the key Twitter concepts. Hope you enjoy it!

The Sustainable Enterprise Conference is a day long learning and networking conference dedicated to helping San Francisco North Bay businesses transition to economic, environmental and social sustainability.

Joey Shepp, spoke at the The fourth annual conference on May 8, 2009 at Sonoma Mountain Village in Rohnert Park, CA.

Speaking Abstract

The Open Brand: Beyond Green Washing
Sustainability Marketing in a World of Radical Transparency

Social media technology is driving the shift towards a more open culture, a more open government, and most notably, a more open way of marketing. People are Twittering about your brand right now and the way you respond today will determine the future of brand management.

At the same time, corporate sustainability marketing initiatives are getting labeled as green washing because they lack transparency that is foundational to building authentic brand trust.

In this talk, you will learn how to leverage social media technology to be an Open Brand leader, transcending green washing and building trusted relationship with your customers. See current case studies of corporate green initiatives that have succeeded and failed. Learn how to show your green, authentically.

 

Our first case study in this series comes from Intuit, a software company for small business and personal finance, with brands such as QuickBooks, TurboTax, and Quicken.

 

How has your brand been successful using Twitter?

We look at our success in Twitter in a few ways. First, are we learning what works and what doesn’t within the context of Twitter? For example, are we learning about what topics are most interesting to our followers so we can share more in the future? We’re definitely winning with this one using a variety of measurement tools to understand what topics are re-tweeted, shared and/or have driven an increase in followers. Second, we’re learning what works in terms of promotion. We launched @intuitdeals, for example, because we wanted to allow our @intuit account to focus on topics that small business owners care about and not excessive promotion. That said, we know a lot of people want to know about our deals, so we created a special account to handle that.

Read more: CASE STUDY: How Intuit uses Twitter

Clay Sherky explains why companies should not be afraid of total transparency.  

Thanks Big Think for this Video!

Warren Sukernek, of Radian6, recently shared an interesting presentation called, "Become a Twitter Ninja." The presentation starts by building a business case for Twitter with some key statistics, then goes into case studies, best practices and some "how to." Very relevant if you are a brand manager or business owner.

 

The Seven Rules:

1. Listen and converse (and converge)
2. Atomize your brand
3. Activate your customers
4. Think and act like a media company
5. Give more than you take
6. Be the change
7. Be yourself

At Open Brands, we are delivering to you a vehicle for discovery. What do I mean? We intend for you to use this site like an interactive TV channel (if you will). Browse around and you will find interesting brands, people, and resources, and as I have found, not all brands are all that interesting, rather it's the people talking about the brands that make the channel interesting.

You don't have to be a Twitter user, or Twitter savvy to use our site.

There's no logging in on Open Brands. It's as simple as searching a brand you like or discovering one in our directory. As you check out our brand channels, look for interesting links, they are often contain news stories, pictures, and videos, but you never know what you might get.

For more about the logic of discovery, enjoy: