Date post: | 29-Jan-2018 |
Category: |
Business |
Upload: | todd-nilson |
View: | 1,274 times |
Download: | 0 times |
Your social media laid an egg.
Now what?http://farm1.static.flickr.com/1/129780685_5e6451613b.jpg
What isSocial Media
branding?
What does this have to do with selling chocolate eggs?
1950
Contemporary understanding of branding emerges
“We are the CEOs of our own companies: Me Inc.” - Tom Peters, Fast Company 1997
Personal branding emerges in 1997
Predictable. Consistent.
(Branding should not be like a Magic 8 Ball)
XYZ Company? Oh yeah. I can
tell you all about them.
“Brands are built on what people are saying about you, not what you’re saying about yourself.”
- Guy Kawasaki
SOCIAL MEDIAGet Past the Hype…. Get Down to Business
Personal Branding vs. Organizational Branding
Welcome to BunnyCorp Unlimited
Is social media a waste of time and money?
Once information is “out there” it’s impossible to roll back!We’re losing control of our messaging.
The distinction between “inside” and “outside” dissolves.
Our employees would spend all their time on Facebook!
Are these new tools reliable and safe?Are these new collaboration models any better?
Fear Trust Control
Under the radar
We don’t have $$$
Where’s the ROI?
How personal brands can help build your organizational brand
How personal brands can help build your organizational brand
Publicity&Awareness
Organiza5on’sCredibility
HumanizesYourCompany
SOCIAL SOLUTION SUITEA set of social media channels and the means of measuring actionable outcomes so that you can adjust your market messages to best effect and maximize your Strategic Objectives
Adjust Message
Not a simple overlay
Does not operate in a vacuum
• CRM • Supply Chain
management • Procurement
• Reputation management
• Employment branding
• Employee relations
• Collaboration
• Customer satisfaction
• Promotion • Competitive Intel
Marketing Human Resources
Partner Network
Investor Relations
Know your audience
Strategy begins with assessment and planning
Who do you want to reach?• Customers • Top influencers• Potential employees• Your employees• Potential partners• Investors
What do they want?• Real conversation• New ideas• Analysis• Humor / wit / fun• Attention
What action do you want them to take?
• Comment
• Follow / friend / connect
• Link / review / recommend
• Buy
• Hire
• Meet
• Partner
• Change a perception
• Engage!
How did this social media campaign change the brand?
What are your building blocks?
isforAgile isforBrilliantisforCustomer‐Friendly
What are your building blocks?
isforAgile isforBrilliantisforCustomer‐Friendly
Greatstorydemonstra5ng
agility
Greatstorydemonstra5ng
brilliance
Greatstorydemonstra5ngcustomerservice
Building the brand
Building the brand
Your Foundational Qualities
Building the brand
Your Foundational Qualities
Corporate communications via social media and other marketing & PR
Building the brand
Your Foundational Qualities
Corporate communications via social media and other marketing & PR
What you convey face-to-face
Step by Step: Getting Started• What is the right channel for me?
– Demographics
– Writing, long or short?
– Pictures
– Audio
– Video
• One or many channels?
• How often is normal?
What is the right channel for me?
What is the right channel for me?
Social Network Demographics
Sta$s$c Facebook LinkedIn MySpace TwiGer YouTube
MonthlyUniqueVisitors(millions)
132 15 48 21 92
Gender% 43M/57F 50M/50F 36M/54F 43M/57F 50M/50F
LargestAgeGroup(%ofwhole)
45‐54(24%) 35‐44(31%) 0‐17(34%) 35‐44(29%) 18‐34(35%)
2ndLargestAgeGroup
36‐44(20%) 45‐54(28%) 45‐54(19%) 45‐54(20%) 35‐49(24%)
AverageHouseholdIncome
50‐75K(36%) 75‐100K(23%) 25‐50K(39%)50‐75K(35%)
25‐50K(30%)50‐75K(27%)
30‐60K60‐100K100K+(27%)
Top global companies use many channels…
Source:ENGAGEMENTdb.com
Top global companies use many channels…
Top global companies use many channels…
… and reap significant rewards.
But most of them started small.
Are you committed?
Patient?
Six months or longer
Tenacious?Is the executive team willing to tough it out?
Alert?
The right tools and a vigilant team
Responsive?
Being alert isn’t enough
Interesting?
True to the personality of the organization
(Without causing embarrassment)
Bring your message to the market, measure, repeat
Measuring Your Investment
!"#
Unique visitors Pages visited Time on site Bounce rate Posts Comments Post: Comment ratio Search engine ranking
Sentiment Reviews Recommendations Referrals Tweets Retweets (RTs) Mentions Connections Followers
Some Free Tools • Google Analytics / Woopra • Google Alerts • HootSuite, Tweetdeck
No plan survives contact with the ... [customer/market ].
Strategy is only a system of options since only the beginning of any ... operation is plannable.
Adjust Message
Take Aways
• Social media is a visible, practical way to establish brand
• It only works in conjunction with other marketing and branding activities
• Start with stories that exemplify what the organization stands for professionally
• Measure your efforts critically and adapt
How to plan for an audienceHow to prepare your company
Social media plan executionMeasuring the results
socialsyntax.net