Managing Your Brand Via Social Media

Kent LewisPresidentAnvil Media, Inc.www.anvilmedia.com

BlogsMedia

Community

IdeasPeople

Businesses

PersonalProfessionalGeographic

Why Care About Social? Manage reputation in search Gain industry & consumer insights Provide affordable customer service Create & extend brand awareness Build credibility & thought leadership Generate measureable ROI

Statistics: Social Media Growth

Social Media Success Factors

RelevanceValueCommitmentHonesty Transparency

Google OneBox Local Business Center Augments organic & paid Manage consumer reviews

Social Media Strategy: 2MCE

Monitor & Measure

Create & Communicate

Engage & Empower

Social Media: Opportunities

Research & MonitoringYour company or clients

Competition

Industry news and trends

Communication & EngagementUnderstand your audience

Identify yourself

Offer value

Don’t be defensive

Social Media: Categories

Networking

Blogs

Reviews

Media Sharing

Bookmarking

Expert Communities

News

Wiki

Microblogging

Business Networking: LinkedIn Company stats and links Connect key employees Offers visibility in search results

Consumer Networking: Facebook Create a footprint in Facebook Create custom content & apps Measure engagement

Microblogging: Twitter Research & customer service Inform & engage constituents Manage & track via HootSuite

Blogging: WordPress Free to low cost Excellent search visibility Build industry credibility

Video: YouTube Channel Create and upload videos Optimize & syndicate Monitor videos & comments

Review Sites: Yelp, Citysearch Monitor for negative reviews Respond to customer feedback Manage profile content

Social Media: Measurement

Measurement vs. Effectiveness

Example: West Point Credit Union

Example: Hotel Max

Case Study: Provenance Hotels

Objective:Increase online bookings via social media

Strategy:Create and optimize hotel property profiles

Develop community-specific content & promotions

Results:Generate regular bookings via Twitter

Campaign received a SoMe Award in 2009

Properties featured on CBS Early Show

Case Study: Oregon State University

Objective:Increase student engagement & enrollment

Strategy:Overhaul Facebook Fan Page

Engage intern to manage content

Results:152% increase in page views

225% increase in photo views

510% increase in new fans

1,984% increase in total interactions

Case Study: Oregon State University

Integrating Social Media

Search Engine Optimization

Public Relations

Advertising

Events & Promotions

Print and Digital Collateral

Social Media Tools

answers.yahoo.combloglines.comfriendfeed.comgoogle.com/alertshootsuite.compipes.yahoo.comping.fmsearch.twitter.comtubemogul.comtweetdeck.comwordpress.com

Question & Answers

Contact:Kent Lewiskent@anvilmedia.com www.anvilmedia.com www.formicmedia.com Twitter: @kentjlewisLinkedIn: kentlewis