The Connected Brand with Maria Elena Duron
I am the moderator of BRANDCHAT. A fast paced, streaming interactive conversation that happens every week via Twitter. We chat of everything about branding and drill down to the specifics that focus on the human factor of branding – be it for an individual, soloprenuer, professional, small business owner or corporation wanting to ensure that their employees deliver on the corporate brand promise with authenticity.
In the chat, we “high five”, challenge each other’s beliefs, share resources along with knowledge and change minds and have our mind’s changed. Another great chat I participate in is JOURNCHAT, a conversation between journalists, bloggers, editors and PR agencies and people. It’s a great place to find out from the sources themselves what the challenges, tips, discussions and focuses are of newsrooms everywhere.
I love that we are in a hyper-connected time where we can reach across borders, time zones, cultures and communities to interact with someone with common goals, the same frame of reference, values with common ground and common interests. And, while there are as many subgroups as there are stars in the heavens those splinters of groups gather together even in greater numbers using the tools that new technology bestows.
To “connect by doing” does not mean to confuse activity with accomplishment and one also must be cautious to think that connecting means having “great numbers” of followers, friends, or links. Great connections have to do with quality of the interaction, relationship and trust.
No longer can we measure ROI (return on investment) by mere numbers of page views, customer counts or eyeballs. We now look deeper into the quality of the relationship and the length of interaction. Thus, we see even the “big brands” creating communities of customers and contacts and listening to their conversation instead of only broadcasting theirs.
How can you create your community?
First, decide who your community consists of.
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Next, develop a strategy around where your community already is. Where do they spend time? Is there a place that they are at or reviewing in great numbers?
Decide on the tools to reach them. It could be:
- A newsletter
- A networking event
- Monthly meet-ups or tweet-ups
- A Ning.com or SocialGo.com community
- A tweetchat room with a weekly conversation
- A tweetgrid focus for conversation
- A Facebook group
- A Facebook fan page
- A Facebook business page
- A LinkedIn group
- An online of offline forum
Now, be the great facilitator for them by fostering conversations, listening intently, and providing resources. Now, is not the time for presenting – it is the time for being present.
Author:
Maria Elena Duron is chief buzz agent & identity coach of buzz2bucks | a personal branding + word of mouth firm. and blogs about connecting your personal brand and SMART Connections. She is also the creator and moderator of brandchat: a live streaming branding discussion on twitter. Follow her on Twitter for daily updates or connect with her on Facebook.
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