Executive Summary: The CMO’s Social Media Handbook Chapter 4: Socialize the Brand When marketing = the integration of brand and culture in the service of a human experience. In this executive summary, we provide a summary of the fourth chapter of Peter Friedman’s new book, “The CMO’s Social Media Handbook”. You have made the decision to use social media as a part of your marketing efforts. You have an idea of the team you need, and you know how you will measure your performance. This chapter provides the next steps for your brand or company’s social media plan to create your social brand identity and ensure it is connected to your business goals. SUMMARY The role of social has been clarified, and you have committed social media program and the social marketing mix used to do it right with dedicated focus and resources, so it’s by the brand. time to connect your business goals to social media. This starts with thinking about what it means to take your brand To find its social identity, a brand must establish high- social. A truly socialized brand has social at its core a level goals. From there, the Social Brand Identity Program culture that feeds from social into every other touchpoint— concentrates on socializing the brand, a process that is ads, promotions, retail, direct messaging, events, digital, made up of three parts that are detailed in the book: PR, and products themselves. Develop a socialized brand identity and It’s up to the company to create the social brand identity, 1 culture. that guides and builds a dynamic social experience that’s aligned with the brand’s values and goals. 2 Determine brand participation Connecting with customers as a socialized brand doesn’t Integrate across the marketing mix. start with a magic Super Bowl tweet. It starts with 3 planning. In this chapter, Peter lays out a strategic process for creating a Social Brand Identity Program. The resulting brief from this program can be used as focus for your A socialized brand has social at its core, establishing the cultural context in which customers experience the brand. The social media experience should be—and will be, in the customer’s KEY mind—akin to the in-store or product experience. TAKEAWAYS Social media strategy starts by connecting business goals to social implementation, and to specific potential KPIs. Your social brand identity follows on your overall brand identity. A socialized brand integrates social messaging across the marketing mix. Excerpted from “The CMO’s Social media demands total transparency and authenticity. Social Media Handbook”, Peter Friedman, 2014. To download the full PDF version of “The CMO’s Social Media Handbook”, or to be notified of its hardcover publication please visit http://besocial.liveworld.com/CMOSMHandbookOrder ABOUT THE AUTHOR Peter Friedman is a social media visionary and veteran with 29 years experience in the space (17 at LiveWorld, Inc. and 12 at Apple). He’s provided multiple global brands with strategic social media guidance and delivered hundreds of social media programs for them in multiple countries and languages. These include Apple’s industry-wide social network, AppleLink; MINI Cooper’s Member’s Lounge; Unilever’s Dove Campaign For Real Beauty; HBO’s original show character-driven website community; the American Express Member’s Project, and Walmart’s Facebook and Twitter programs. Prior to LiveWorld, Peter was Vice President & General Manager of Apple’s Internet Services Division, overseeing the creation and management of social media services such as AppleLink, eWorld, AOL, and Salon. During his 12-year tenure at Apple, his responsibilities also included managing Business Systems Marketing and product line management in the Macintosh division. He brings a unique combination of strategic thinking, vision, and hands-on operational skill, as well as a blend of marketing, social media and technology expertise. Peter holds a bachelor’s degree in American History from Brown University, and a Masters In Business Administration from The Harvard Business School. ABOUT LIVEWORLD LiveWorld is a social content marketing company. Through a combination of software and services, we provide strategy, engagement, moderation, and insight to help brands develop deeper relationships with customers. We bring a human touch scaled by technology that creates value out of user content and provides big cost savings. By providing software and services, LiveWorld delivers a full range of social media solutions to improve relationship marketing, customer support, and market learning. Fortune 500 brands use our solutions to engage their clients in a way that’s social, personal, and direct, yet affordable and sustainable on a large scale. Our proprietary technology empowers people to moderate and respond to user comments, and to analyze data in context with human intelligence and sensitivity. LiveWorld is a trusted partner of the world’s largest brands, including the number-one companies in retail, CPG, pharmaceutical, and financial/travel services. For our clients, we develop strategy, create and publish content, engage customers, moderate content, manage crises, and glean insight from social media..