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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