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going social how to sell your brand in a digital economy
| Date post: | 07-Aug-2015 |
| Category: |
Technology |
| Upload: | cwru-information-technology-services |
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going socialhow to sell your brand in a digital economy
who has timeto manage social media?
before you begin• what are your social media goals?
– networking– reputation management– career growth
• what’s your brand?– passions– expertise
• spend time lurking.
follow the herd
where should you be?1. facebook
2. twitter
3. linkedin
a closer look: facebook
• 1 out of every 5 page views in the u.s. is on facebook
• posts must be relevant, fun + useful
• understand the game…and then play it
– facebook uses an algorithm to determine the content that you and your
friends see
– pictures drive clicks
– stories drive engagement
a closer look: facebook• will you connect with colleagues or potential colleagues
on facebook?
• use privacy settings to determine who can find and interact with you
demo!
a closer look: twitter
think of twitter as a cocktail party:
– trends determine the conversation
– you need to listen as much as talk
– the subject will change quickly
– you need to remain engaged
a closer look: twitter1. monitor hashtags (locally + nationally)
2. curate a following– tweet content that reinforces your brand– follow role models in your audience– engage followers in conversation
3. respond– favorite compliments– re-tweet what you endorse– reply to criticism
a closer look: linkedin• optimized for text + laptop/desktop computers• the connection pool
– 225 million profiles– average income: $83k per year
• top industries on linkedin:1. information technology + services
2. financial services
3. higher education
….HUGE opportunity for healthcare professionals!
a closer look: linkedinmake your case:
– online portfolio » link to your articles, contributions and other works– content publisher » create professional industry editorials– digital stage » upload slide decks (try slideshare.com)
stay connected:– link all relevant email addresses (hospital, CWRU, etc.) so that
potential connections can easily locate you– keep it current– engage colleagues in posts, comments, etc.
add value
adding value• develop your voice + tone• ¾ of your content should give + not take• further reading:
authored by gary vaynerchuck
adding value
content is NOT king
the relationship is king
content is crap (in comparison)
content is king
adding valuetell your brand’s story so that your followers share it.
– take them behind the scenes,
– put on social media what they can’t find anywhere else,
– make them feel special,
– be human,
– leverage pop culture,
– give + don’t ask often.
adding valueonce you build your brand, your story + the goodwill of your followers…insert an ask.
give, give, give, give, give….ASK.
commit to the marathon
process overview
set reasonable
goals
employ the right
tools
follow the rules
measure results
correct strategy
repeat
commit to the marathon
• invest time in training » lynda.com• work smarter, not harder » hootsuite• evaluate your online presence » google
demo!
commit to the marathon
measure your results– twitter » analytics.twitter.com– facebook » monitor likes, shares + comments– shortened URLs » ow.ly, bit.ly
demo!
commit to the marathon
commit to the marathon
follow the rules if you start/maintain an account on behalf of CWRU– ask » can you maintain the account?– ask » university marketing + communications (umc) for approval– contact » [email protected] for more information
stay connectedcheck social media for the latest news + updates
CWRU Information Technology
Services
@CWRUITS
@CWRUITS_STATUS
CWRU Information Technology
Services
stay connected
its service desk »– anytime technology support– 216.368.HELP (4357)– [email protected]– help.case.edu– walk-in center:
lower level KSL
tyler hoffman »– ITS associate for marketing,
communications + training– 216.368.8832– [email protected]– @tylerehoffman– linkedin.com/in/tylerehoffman
