Leverage Social Media to Increase Brand Awareness and Image

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

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

Keys to Success Know your brand Know your audience Know your message
Infuse your brand personality Pick appropriate platforms Monitor and measure

Know Your Brand

Know Your Audience

Know Your Message

Infuse Your Brand Personality

Pick Your Platform Blogs Twitter Facebook Youtube LinkedIn

Blogs in Plain English

What is the purpose of your blog?
Blogs: Develop a Plan What is the purpose of your blog?

Who do you want to read your blog?
Blogs: Develop a Plan Who do you want to read your blog?

What are the main topics you will cover?
Blogs: Develop a Plan What are the main topics you will cover?

Who will be writing for your blog?
Blogs: Develop a Plan Who will be writing for your blog?

How often will you write?
Blogs: Develop a Plan How often will you write?

Blogs: Develop a Plan Pick a Platform Self-hosted: WordPress.org
Free: WordPress.com, Blogger.com

Blogs: 5 Tips To Get Started
Tip 1: Introduce yourself and your blog

Tip 2: Get involved on other blogs

Tip 3: Ask for and respond to comments

Tip 4: Share the love equally

Tip 5: Give readers a reason to come back

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

Twitter

Twitter: Develop a Plan
Sit. Stay. Listen

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.

Establish parameters around tweeting Who will tweet? What will be the occasion? How regularly will your company Twitter?

Use a tool to connect your accounts and monitor search terms

Twitter: 5 Tips to Get Started
Tip 1: Join the #

Tip 2: Tweet specials, mobile text promotion codes, short information

Tip 3: Follow thought leaders in your industry

Tip 4: Do Tweet to warn, help, safeguard

Tip 5: Don’t Tweet news that can be readily consumed elsewhere

Facebook

Facebook: Case Study

Facebook: Develop a Plan
What is the purpose of your Facebook page?

Determine your unique value proposition

Develop a content strategy

Develop the tab structure

Develop promotions

Implement and respond

Facebook: 5 Tips To Get Started
Tip 1: Pick your name and vanity URL

Tip 2: Fill out your profile completely

Tip 3: Create a landing tab for non-fans

Tip 4: Promote your website

Tip 5: Use the Facebook Badge and Like buttons

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

YouTube

YouTube: Develop a Plan
Consciously decide what you will use your channel for

Build a following by producing great content

Try different types of videos and track what’s most popular How to Use your Product How to Use your Product in Extreme Circumstances. Humor used effectively builds your brand leverage. How Not to Use your Product Interview an Expert in the community or industry you are in Video real customers using/eating/drinking/playing with your product

Develop short, effective videos that tell your story for you

YouTube: 5 Tips to Get Started
Tip 1: Create a Director’s Level Status so you can control more of the content

Tip 2: Allow mashups unless the brand is bastardized

Tip 3: Embed your logo on every frame

Tip 4: Keep it short

Tip 5: Create a theme and build videos around that theme throughout the year

YouTube Pitfalls Poor descriptions
Not providing enough contact information Not including a call-to-action Not linking back to your channel Posting only commercials

LinkedIn: Develop a Plan
Select work colleagues to connect with

Update your profile frequently

Be generous with warm introductions within your contact circle

Employ the trifecta - meet or speak with someone 3 times before inviting them to connect

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.

LinkedIn: 5 Tips to Get Started
Tip 1: Start small

Tip 2: Keep it professional Connect with colleagues, not family and friends (that’s what Facebook is for)

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

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

Tip 5: Build credibility Frequently post helpful links about your business or industry, so you position yourself as a thought leader

Monitor and Measure Google Analytics Google Alerts
Facebook and Youtube Insights Twitter Search Survey Monkey

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: 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: 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: 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:

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: 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: 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:

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

Leverage Social Media to Increase Brand Awareness and Image

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