Is a social network damaging your brand? copyright © 2010 Ignative Partners

• control

  • management process
  • who is in control ?
  • account suspended
    • loss of visibility
    • loss of data
  • ownership

    • they may be your assets but

      who provides access to them?

• content

  • where is the value?
  • does it sit happily with others' content
  • legal issues

• what are your 3 prime reasons

  for using the social networks?

  • which did you choose and why?

• benefit stack

  • assess yours v theirs
  • their's will always be higher

• trapped?

  • once your assets are on their sites
  • when direction changes will you be able to change fast enough?
  • following the herd
    • weren't you looking for a differentiator?
    • many commentators just repeat what they read
      • how does that help you?

• the future

  • take control
    • stop following
    • start thinking
    • plan for change
      • execute
      • adapt
    • review results
  • brand centric
    • ensure your brand is supreme
  • inversion
    • put your brand where there is now
    • use them as a link generator
  • do your research
    • get facts and look for evidence

• visibility

  • ok you can display on your site but their brand is dominant

  • who's brand is remembered?

    • is your brand always mentioned on referrals?

      • bet theirs is

    • your brand takes the back seat

    • Their brand is seen even if your message is not

    • brand pollution

  • who are you engaging?

    • desired target
    • actual viewer
    • do you know who's watching you?

• consumption

  • what is being consumed?
    • where is the value?
  • are your assets flotsam or jetsam?

    • a rudderless float hoping that someone will take notice

• communication

  • what is the message?
  • is it effective?

• jumble sale

  • your band is appearing in a global jumble sale

  • a massive content junkyard