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Leverage Social Media to Increase Brand Awareness and Image Jackie Baker Web Marketing Consultant Sheila Miklos VP & Managing Director.

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Presentation on theme: "Leverage Social Media to Increase Brand Awareness and Image Jackie Baker Web Marketing Consultant Sheila Miklos VP & Managing Director."— Presentation transcript:

1 Leverage Social Media to Increase Brand Awareness and Image Jackie Baker Web Marketing Consultant Sheila Miklos VP & Managing Director

2 Leveraging Social Media for Brand Awareness and Image What is Social Media? Leveraging Social Media for Brand Awareness and Image The blending of technology and social interaction

3 Leveraging Social Media for Brand Awareness and Image Why Social Media for Branding? #1: It’s where your potential customers are #2: It provides a channel for two-way communication #3: It’s free to use and generally low-cost to maintain #4: It provides faster results than other efforts #5: To monitor and protect your brand image

4 Leveraging Social Media for Brand Awareness and Image Keys to Success Know your brand Know your audience Know your message Infuse your brand personality Pick appropriate platforms Monitor and measure

5 Leveraging Social Media for Brand Awareness and Image Know Your Brand

6 Leveraging Social Media for Brand Awareness and Image Know Your Audience

7 Leveraging Social Media for Brand Awareness and Image Know Your Message

8 Leveraging Social Media for Brand Awareness and Image Infuse Your Brand Personality

9 Leveraging Social Media for Brand Awareness and Image Pick Your Platform Blogs Twitter Facebook Youtube LinkedIn

10 Leveraging Social Media for Brand Awareness and Image Blogs in Plain English

11 Leveraging Social Media for Brand Awareness and Image Blogs: Develop a Plan What is the purpose of your blog?

12 Leveraging Social Media for Brand Awareness and Image Blogs: Develop a Plan Who do you want to read your blog?

13 Leveraging Social Media for Brand Awareness and Image Blogs: Develop a Plan What are the main topics you will cover?

14 Leveraging Social Media for Brand Awareness and Image Blogs: Develop a Plan Who will be writing for your blog?

15 Leveraging Social Media for Brand Awareness and Image Blogs: Develop a Plan How often will you write?

16 Leveraging Social Media for Brand Awareness and Image Blogs: Develop a Plan Pick a Platform Self-hosted: WordPress.org Free: WordPress.com, Blogger.com

17 Leveraging Social Media for Brand Awareness and Image Blogs: 5 Tips To Get Started Tip 1: Introduce yourself and your blog

18 Leveraging Social Media for Brand Awareness and Image Blogs: 5 Tips To Get Started Tip 2: Get involved on other blogs

19 Leveraging Social Media for Brand Awareness and Image Blogs: 5 Tips To Get Started Tip 3: Ask for and respond to comments

20 Leveraging Social Media for Brand Awareness and Image Blogs: 5 Tips To Get Started Tip 4: Share the love equally

21 Leveraging Social Media for Brand Awareness and Image Blogs: 5 Tips To Get Started Tip 5: Give readers a reason to come back

22 Leveraging Social Media for Brand Awareness and Image Blogs: Pitfalls to Avoid Posting less than once a week Only talking about your company Not taking the time to proofread Lengthy posts that are difficult to read

23 Leveraging Social Media for Brand Awareness and Image Twitter

24 Leveraging Social Media for Brand Awareness and Image Twitter: Develop a Plan Sit. Stay. Listen

25 Leveraging Social Media for Brand Awareness and Image Twitter: Develop a Plan Tweeting is an art form that needs to be learned Short and sweet isn’t always poetic, so take the time to follow others you trust and learn how the messages are crafted. To be clever and compelling in a limited space is more difficult than typing blog paragraphs.

26 Leveraging Social Media for Brand Awareness and Image Twitter: Develop a Plan Establish parameters around tweeting Who will tweet? What will be the occasion? How regularly will your company Twitter?

27 Leveraging Social Media for Brand Awareness and Image Twitter: Develop a Plan Use a tool to connect your accounts and monitor search terms

28 Leveraging Social Media for Brand Awareness and Image Twitter: 5 Tips to Get Started Tip 1: Join the #

29 Leveraging Social Media for Brand Awareness and Image Twitter: 5 Tips to Get Started Tip 2: Tweet specials, mobile text promotion codes, short information

30 Leveraging Social Media for Brand Awareness and Image Twitter: 5 Tips to Get Started Tip 3: Follow thought leaders in your industry

31 Leveraging Social Media for Brand Awareness and Image Twitter: 5 Tips to Get Started Tip 4: Do Tweet to warn, help, safeguard

32 Leveraging Social Media for Brand Awareness and Image Twitter: 5 Tips to Get Started Tip 5: Don’t Tweet news that can be readily consumed elsewhere

33 Leveraging Social Media for Brand Awareness and Image Facebook

34 Leveraging Social Media for Brand Awareness and Image Facebook

35 Leveraging Social Media for Brand Awareness and Image Facebook: Case Study

36 Leveraging Social Media for Brand Awareness and Image Facebook: Develop a Plan What is the purpose of your Facebook page?

37 Leveraging Social Media for Brand Awareness and Image Facebook: Develop a Plan Determine your unique value proposition

38 Leveraging Social Media for Brand Awareness and Image Facebook: Develop a Plan Develop a content strategy

39 Leveraging Social Media for Brand Awareness and Image Facebook: Develop a Plan Develop the tab structure

40 Leveraging Social Media for Brand Awareness and Image Facebook: Develop a Plan Develop promotions

41 Leveraging Social Media for Brand Awareness and Image Facebook: Develop a Plan Implement and respond

42 Leveraging Social Media for Brand Awareness and Image Facebook: 5 Tips To Get Started Tip 1: Pick your name and vanity URL

43 Leveraging Social Media for Brand Awareness and Image Facebook: 5 Tips To Get Started Tip 2: Fill out your profile completely

44 Leveraging Social Media for Brand Awareness and Image Facebook: 5 Tips To Get Started Tip 3: Create a landing tab for non-fans

45 Leveraging Social Media for Brand Awareness and Image Facebook: 5 Tips To Get Started Tip 4: Promote your website

46 Leveraging Social Media for Brand Awareness and Image Facebook: 5 Tips To Get Started Tip 5: Use the Facebook Badge and Like buttons

47 Leveraging Social Media for Brand Awareness and Image Facebook: Pitfalls to Avoid Not responding to your fans Only talking about your company Only having one person with access to your page Posting too often

48 Leveraging Social Media for Brand Awareness and Image YouTube

49 Leveraging Social Media for Brand Awareness and Image YouTube: Develop a Plan Consciously decide what you will use your channel for

50 Leveraging Social Media for Brand Awareness and Image YouTube: Develop a Plan Build a following by producing great content

51 Leveraging Social Media for Brand Awareness and Image YouTube: Develop a Plan Try different types of videos and track what’s most popular 1.How to Use your Product 2.How to Use your Product in Extreme Circumstances. Humor used effectively builds your brand leverage. 3.How Not to Use your Product 4.Interview an Expert in the community or industry you are in 5.Video real customers using/eating/drinking/playing with your product

52 Leveraging Social Media for Brand Awareness and Image YouTube: Develop a Plan Develop short, effective videos that tell your story for you

53 Leveraging Social Media for Brand Awareness and Image YouTube: 5 Tips to Get Started Tip 1: Create a Director’s Level Status so you can control more of the content

54 Leveraging Social Media for Brand Awareness and Image YouTube: 5 Tips to Get Started Tip 2: Allow mashups unless the brand is bastardized

55 Leveraging Social Media for Brand Awareness and Image YouTube: 5 Tips to Get Started Tip 3: Embed your logo on every frame

56 Leveraging Social Media for Brand Awareness and Image YouTube: 5 Tips to Get Started Tip 4: Keep it short

57 Leveraging Social Media for Brand Awareness and Image YouTube: 5 Tips to Get Started Tip 5: Create a theme and build videos around that theme throughout the year

58 Leveraging Social Media for Brand Awareness and Image YouTube Pitfalls Poor descriptions Not providing enough contact information Not including a call-to-action Not linking back to your channel Posting only commercials

59 Leveraging Social Media for Brand Awareness and Image LinkedIn

60 Leveraging Social Media for Brand Awareness and Image LinkedIn: Develop a Plan Select work colleagues to connect with

61 Leveraging Social Media for Brand Awareness and Image LinkedIn: Develop a Plan Update your profile frequently

62 Leveraging Social Media for Brand Awareness and Image LinkedIn: Develop a Plan Be generous with warm introductions within your contact circle

63 Leveraging Social Media for Brand Awareness and Image LinkedIn: Develop a Plan Employ the trifecta - meet or speak with someone 3 times before inviting them to connect

64 Leveraging Social Media for Brand Awareness and Image LinkedIn: Develop a Plan Quality trumps quantity Accept invitations from those you know and trust. Others will assume you can vouch for the integrity of a person within your contact circle.

65 Leveraging Social Media for Brand Awareness and Image LinkedIn: 5 Tips to Get Started Tip 1: Start small

66 Leveraging Social Media for Brand Awareness and Image LinkedIn: 5 Tips to Get Started Tip 2: Keep it professional Connect with colleagues, not family and friends (that’s what Facebook is for)

67 Leveraging Social Media for Brand Awareness and Image LinkedIn: 5 Tips to Get Started Tip 3: Think strategically Your customers and clients will evaluate your level of business, authority and leadership by the caliber of your contacts and groups/boards you are associated with

68 Leveraging Social Media for Brand Awareness and Image LinkedIn: 5 Tips to Get Started Tip 4: Look under stones Mine your contacts’ lists for opportunities. Request a warm introduction to someone a colleague is already connected to. Then return the favor and pay it forward

69 Leveraging Social Media for Brand Awareness and Image LinkedIn: 5 Tips to Get Started Tip 5: Build credibility Frequently post helpful links about your business or industry, so you position yourself as a thought leader

70 Leveraging Social Media for Brand Awareness and Image Monitor and Measure Google Analytics Google Alerts Facebook and Youtube Insights Twitter Search Survey Monkey

71 Leveraging Social Media for Brand Awareness and Image Social Media Success Stories Curtis Kimball, of Creme Brulee Cart in San Francisco, amassed over 12,000 followers in a little over a year. He knows that most of his business comes from people who follow him on Twitter because Twitter is the only way you can find the cart’s location for the day. “It gives people a valid reason to follow me,” he says. The other use of Twitter for Kimball is to tell people what flavor of creme brulee he is serving in a given day. source: drives-new-business-six-case-studies/http://techcrunch.com/2010/07/17/how-social-media- drives-new-business-six-case-studies/ How do you turn a regional service business into an international destination for industry thought leadership? Facebook. That’s what worked for Geoff Tucker, an equine dentist based in Palm City, FL. Geoff says that over the last year, Facebook alone has generated about 100 leads and 10-to-15 customers. source: success/ Burger King invested less than $50,000 in their Whopper Sacrifice Facebook application and received an estimated return of over $400,000 in press/media value. They received 32 million impressions as a result of this campaign. source: media%E2%80%99s-return-on-investment/nvested less than $50,000 in their Whopper Sacrifice Facebook applicatio Lupus Foundation of America's Facebook Cause Page is used to engage members constantly by sharing news and asking for their help, and it has been incredibly successful. In six months, they increased cause membership 584% and increased online donations in Facebook by 790%. source: constantly by sharing news and asking for their help, and it has been incredibly

72 Leveraging Social Media for Brand Awareness and Image Social Media Success Stories Epic Change used Twitter to raise over $11,000 in just 48 hours to help build a classroom in Tanzania. The Tweetsgiving campaign tapped into a whole new group of supporters, with 98% of donors never having donated to Epic Change before source: Success-Stories:-5-Tips-to-Take-Away&id= http://ezinearticles.com/?Social-Media- Success-Stories:-5-Tips-to-Take-Away&id= East Coast (5-10 employee) manufacturer was spending $5,000/year in pay per click, which helped boost traffic but did not increase leads from the website, which meant they weren’t seeing return on this investment. By converting to an inbound marketing campaign using social media, they grew organic traffic by 50% within 5 months and reached an average conversion rate of 10% of site visitors to leads. source: success-stories/ Idea Paint is a Boston-area startup that sells paint that turns surfaces into dry-erase boards. The company uses social media throughout its sales and marketing process. The company blog, where employees publish videos, images and stories of product installations, is the hub of Idea Paint’s social media activity. The company uses Twitter and Facebook to share content published on the blog — then to listen to, respond to, and interact with the community that content engages. Marcus Wilson, Idea Paint’s head of marketing, says this system gives the company a level of customer intimacy and global reach and that was unheard of 10 years ago. What’s this mean in terms of business results? Social media is now one of Idea Paint’s largest sources of leads and traffic — and it is growing steadily. Meanwhile, the company’s Twitter and Facebook reach grew 70% in Q1 2010, and is expected to grow an order of magnitude in Q2. source: social-media-business-success/ea Paint is a Boston-area startup that sells paint that turns surfaces into dry-er

73 Leverage Social Media to Increase Brand Awareness and Image Jackie Baker Web Marketing Consultant Sheila Miklos VP & Managing Director


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