Social Media Branding:

Understanding the

Principles and Strategies

Kevin Coombe, Market Web Group LLC

March 14, 2012

SHRM-Atlanta Conference

Two Dynamics of Social Media

LM – Blue Sky

Blue Sky…and

KC – Rubber Baby

Where The Rubber Meets The Road

We Will Start With Blue Sky

KC– Video

LM – 3 Things

Leveraging Social Media

How Can You Monetize It?

• Leverage its natural strengths

• Build awareness with key influencers, peer

influencers, and social influencers

• Enable your customers to spend their social

capital for you in promoting your brand or offer

on your behalf

KC – What If

Leveraging Social Media

What if…

Identify 1000’s of people

in your area actively looking

for information about

Chiropractic Care…

KC - Expert

Leveraging Social Media

Position Yourself As An Expert

KC – Point of View

Leveraging Social Media

Their Point of View

KC – Get Answers

Leveraging Social Media

KC - Problem

Leveraging Social Media

Leveraging Social Media

What helpful info can you share?

LM – Percentages

Leveraging Social Media

LM – True of False

Leveraging Social Media

LM – Target Market

Leveraging Social Media

Attract Your Target Market To Your Website

KC – Give Content

Leveraging Social Media

Give Content

KC – FAQ, SAQ

Leveraging Social Media

Help Your Target Market Find Answers

FAQ’s SAQ’s KAQ’s

KC – Vid Example

Leveraging Social Media

KC – YouTube Channel

Leveraging Social Media

KC-LM – Coke Pepsi

Leveraging Social Media

KC – Media Dist

Leveraging Social Media

Systematic Distribution

KC – Video in Organic Search

Leveraging Social Media

KC – Secret Sauce

Leveraging Social Media

KC – Another Example

Leveraging Social Media

LM – TOP of Mind

Leveraging Social Media

LM – Top 12

Top 12 To Dos

1. Join your community. blogs, Facebook, twitter, events, groups

forums, fund raisers, media

Reconnect with your audience

Partner with them more

2. Take a leadership role. blog, Facebook group, twitter, events,

lectures, media relations, branding

Inspire. Become important again.

3. Be easy to find. “search”/ SEO, broad digital footprint.

Always be where your audience is.

4. Inspire passion. What you do is important.

What you do matters.

LM – 5 - 8

Top 12 To Dos

5. Enable your website

with social plug-ins. Allow your customers and potential

customers to spread the word for you.

6. Decide how YOU can

best enable customer

engagement. Not all businesses are alike.

Do the research to see what you

need the most.

7. Target influential customers. Provide a place to talk, stimulate the conversation.

8. Respond! Reply to your fans and followers and

reward them exclusively.

LM – 9 - 12

Top 12 To Dos

9. Be flexible. Recognize there is no set standard of social media success.

10. Be led by your goals. The real test is how far your social media strategy

is helping you to meet campaign objectives.

11. Build your toolkit. Social media analytics is

a crowded industry. Research what

each different tool does and select

the ones that will be the best

fit for you and your business.

12. Feedback is key. Use the data to further develop

your strategy moving forward.

KC – Wrap Up

www.MarketWebGroup.com

www.facebook.com/MarketWebGroup

@MarketWebGroup

MarketWebGroup

www.linkedin.com/in/kevincoombe

www.MarketWebGroup.com

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