Doug Simon, CEO of D S Simon Media spoke with Megan Harris, Managing Director of SYZYGY and fellow panelist for the “How to Manage an Online Brand and Reputation” PRSA NY event about managing an online brand and reputation. Megan discusses the importance of brand continuity online and personalized messaging to targeted audiences. Watch below.
“You need to really make sure that you have brand continuity in every shape and every form and every kind of message that can be distributed through various channels and different pieces of content that take different formats.”
“A great thing that we do in digital marketing and technology and that does the heavy lifting for us that technology does is personalized messaging. Now with real-time bidding with paid media, even paid social, you can serve different messages to different audience segments that are very relevant and useful.”
DOUG SIMON: Hi, I’m Doug Simon I’m here at Burson-Marsteller for the PRSA event “How to manage your online brand reputation.” My guest, Megan Harris of SYZYGY, one of my fellow panelists. Thanks so much for joining us.
MEGAN HARRIS: Thank you for having us.
DOUG SIMON: So what are some of the keys? How do you manage your online brand reputation?
MEGAN HARRIS: That is a very good question, and I’m excited for the panel. So thinking about online brand reputation, my background is I’m a managing director at Syzygy. We’re a digital marketing and technology firm. So I come from a very digital point of view. When you think about brand reputation, especially in digital and technology, your brand is no longer a big mission statement that you can control with big creative and big comms.
The first interaction and the first experience that people have with your brand could be 30 characters of text on Twitter. It could be a little tiny photo on Instagram. It could be a complaint from a customer service situation via Facebook. And so you need to really make sure that you have brand continuity in every shape and every form and every kind of message that can be distributed through various channels and different pieces of content that take different formats.
DOUG SIMON: One of the things that we see is very important to segment who your audiences are, but you need to have a consistent yet relevant message throughout for each of them. How do you go about accomplishing that?
MEGAN HARRIS: Well, a great thing that we do in digital marketing and technology and that does the heavy lifting for us that technology does is personalized messaging. Now with real-time bidding with paid media, even paid social, you can serve different messages to different audience segments that are very relevant and useful. So it’s about the right message at the right time with the right relevancy
DOUG SIMON: Cool. And so what’s next? What are the changes that take us to the next step? Because I remember good brand reputation used to be when in a crisis, your CEO would post a video on YouTube, and like you’ve done it. You’ve got it. Now, you need to have a proactive program ongoing to build that authenticity. So what do you think’s next?
MEGAN HARRIS: Well, you’re right. You always need a plan of action. You always need contingency plans. Now you need them for different formats and different content distribution channels.
That being said, thinking about technology and digital and marketing, now you have AI. Now you have machine learning. Now you have these kind of things doing the heavy lifting for data and messaging at scale for businesses. So businesses really need to make sure if you are going to deploy AI or machine learning, make sure you have a handle on your core message.
Don’t just let AI run. Make sure you have checks and balances and you set a foundation so your key messages and your key audience segments always are checked by your team and that you can use AI properly to be useful for your consumer. And I think that’s what’s next.
DOUG SIMON: For our next interview will be conducted by AI. Thanks so much for being with us.
MEGAN HARRIS: Thanks Doug.