GETTING THE MOST OUT OF SOCIAL MEDIA FOR YOUR BRAND Christina Dick and Courtney McLaren
AGENDA1. Introduction into the Social Space2. Applying your Brand Strategy to Social Media3. Social Media Tips & Tricks4. Keeping Track of it All: Social Analytics5. Case Studies: Brands Doing it Right
THE SOCIAL SPACEParticipate and Share
APPLYING YOUR BRANDSTRATEGY TO THE SOCIAL SPACE I. Developing a Brand Voice II. Finding your Fans/Customers
DEVELOPING A BRAND VOICE What is your mission statement? How could you apply that to the social space?
COCA-COLA’S VOICE IS HAPPY AND POSITIVE Coca-Cola’s mission: • To refresh the world... • To inspire moments of optimism and happiness... • To create value and make a difference. Their Voice Is... carefree refreshing uplifting real happy cheerful classic positiveSource: Cocacola.com
WHAT IS THE BRAND VOICE?
DEVELOP A COMMUNITY AROUND YOUR BRAND: KNOW YOUR FANSWho is your customer and where can you ﬁnd them online?
Source: DigitalBuzz Blog
Source: DigitalBuzz Blog
SOCIAL MEDIA TIPS & TRICKS I. Dos and Don’ts II. When to Post III.What to Post IV. Types of Posts
DO DON’T•Give your brand a human voice.•Ask your fans to do something. •Reuse the same content.•Be consistent with your brand. •Ignore your fans/followers.•Create valuable content. •Forget to measure.•Keep up with trends.•Use a content calendar.
WHEN TO POST Overall, Friday gets the most engagement per fan On Average, Posts made before than Sunday with 64% more shares, like and noon get 65% more engagement. comments; and 13% more then Saturday. However, Friday is only 7% more effective than Monday and 3% more than Tuesday and Thursday.Source: “The Anatomy of a Facebook Post” Vitrue. Sept, 20, 2010
WHEN TO POST: COAST TO COAST data provided by @danzarrella
WHAT TO POSTSource: “The Anatomy of a Facebook Post” Vitrue. Sept, 20, 2010
Post Type Example Frequency* Directly Product Related 1-2 posts per month Question to encourage engagement 4-5 posts per month Timely/Seasonal/ Relevant to the 3-4 posts per month Community Poll 1-2 posts per month Coupons/Offers When Available*Frequency depends on your brand, industry and community
KEEPING TRACK OF IT ALL I. Hootsuite & Tweet Deck II. Facebook Analytics III. Twitter Analytics
HOOTSUITE AND TWEET DECK PROS AND CONSHootSuite Tweet DeckPros: Pros:-Ability to schedule Tweets -Twitter interface-Google Analytics integration -Photo Tweeting-Accessible anywhere Cons:Cons: -Slower updates than HootSuite-Limit to number of Admins:you have to pay to increase thenumber of admins.
CASE STUDIES: BRAND DOING IT RIGHT I. Clarisonic (B2C) II. Dell (B2B) III. Puritan Cleaners (local business)
CLARISONIC & LOOK GOOD... FEEL BETTER
CLARISONIC & LOOK GOOD... FEEL BETTERGoal: Clarisonic wanted to increaseawareness of its own brand and Facebookpage, as well as raise money and support forLook Good...Feel Better.Results: Clarisonic gained 31,468 “likes”during the campaign and donated $30,000 tothe program.Further Engagement: Contests to winproducts, Fan submitted photos, celebrityendorsements, continued support of LookGood...Feel Better and they will be doing thiscampaign again this October.
DELL Dell has done a great job at reaching both its B2B and B2C audiences throughdifferent platforms and different social spaces. Each social media property Dell uses to connect with individuals is specialized and unique, allowing for niche marketing.B2B Blogs: Dell has a variety of blogs that focus on different consumer orbusiness topics. For example, Inside IT, Cloud Computing, Small Business andChannel Partners.Digital Nomads: Dell created a community website for digital nomads wherethey could virtually congregate and learn from each other’s experiences. Instead ofpushing Dell products in the space, they allow the nomads to discuss how the workplace is changing and what they are looking for in their new tools and products.Twitter: Dell has dozens of handles on Twitter that attract and address differentsubjects. One twitter handle (@DellOutlet) made $6.5 million in revenue for Dell bylinking users to refurbished products from Dell’s outlet.
LOCAL BUSINESSES DOING IT RIGHT Part of Puritan’s mission stated on the website is to do their part for the community. Social media helps Puritan highlight their efforts in the community
Puritan uses YouTube to share fun videos to promote its services, like ‘Free-Pants Wednesday’ Puritan curates information and events about other local businessesPuritan uses hashtags to keep with encouraging communitycurrent topics on Twitter engagement on Facebook
Christina Dick @christinamdick firstname.lastname@example.org Linkedin.com/christina.dickCourtney McLarencourtney.email@example.comLinkedin.com/courtneytmclaren