What is Your Brand's Social Media Diet?

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Brands today have been either undernourished or overusing social media for marketing purposes. For you to get just the right amount of social media goodness into your system, do this social media diet with today’s menu.

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  •  ——
  • REMOVE SLIDE Why is content king? Starts a conversation Creates links and interactions (likes, comments, etc.) Creates PageRank Creates EdgeRank Leads to greater visibility POSITIVE FEEDBACK CYCLE
  • What is Your Brand's Social Media Diet?

    1. 1. Hi guys, This is Coy <ul><li>COY CABALLES </li></ul><ul><li>Social Media Manager, Globe Telecom </li></ul><ul><li>Chairman, Events Committee, Philippine Blog Awards </li></ul><ul><li>Video Blogging for 3 years </li></ul><ul><li>Blogging for 7 years </li></ul>
    2. 2. Who in here is still actively using ?
    3. 3. Years ago, most of us only had as our social networking site
    4. 4. BUT NOW WE HAVE ALL THESE
    5. 5. might be over or even undernourished. You Your Brand
    6. 6. What is your brand’s SOCIAL MEDIA DIET?
    7. 7. <ul><li>APPETIZER </li></ul><ul><li>DRINKS </li></ul><ul><li>MAIN COURSE </li></ul><ul><li>DESSERT </li></ul>Today’s Menu
    8. 8. APPETIZER <ul><li>Facts and statistics that will build your social media appetite . </li></ul>
    9. 9. Is there a social media demand for brands? <ul><li>BRAND: I have an official website or portal. That should be enough. </li></ul><ul><li>MYTH </li></ul>
    10. 10. Have you visited an official brand/company website in the last 6 months?
    11. 11. Which of the following have you done with your social networking profile?
    12. 12. Have you ever joined a brand community online?
    13. 13. Reaching 95% social media participation in the Philippines It’s no wonder that we have been named the Social Networking Capital in the World > Facebook: 93.9% > Twitter: 16.1% > LinkedIn: 1.9% > Internet Use: 29.7% We are truly marked for greatness in the social media space
    14. 14. <ul><li>APPETIZER </li></ul><ul><li>DRINKS </li></ul><ul><li>MAIN COURSE </li></ul><ul><li>DESSERT </li></ul>Today’s Menu
    15. 15. DRINKS <ul><li>What is the right mix of channels for your campaign? The drinks you serve will depend on the kind of party you’ll host.   </li></ul>
    16. 16. PUBLISH + BROADCAST In the last few centuries, the role of marketing campaigns was only to: BOOKS NEWSPAPERS TELEVISION RADIO
    17. 17. BROADCAST + PUBLISH + ENGAGEMENT
    18. 18. SOCIAL MEDIA BASIC ROLES BROADCAST PUBLISH ENGAGEMENT PRODUCT PUSH EVENT LIVE UPDATES LOCATION-BASED VIDEOS PHOTOS PRESS RELEASES INFLUENCER PROGRAM CONTESTS HASHTAG CAMPAIGNS Each role still has several subroles.
    19. 19. You have to choose the right mix of conversations online for your campaign.
    20. 20. How do you choose the right mix? <ul><li>What is the Party? PIN DOWN YOUR CAMPAIGN OBJECTIVE </li></ul><ul><li>Who is coming? IDENTIFY THE ROLES OF SOCIAL MEDIA TO ACHIEVE THAT OBJECTIVE  </li></ul><ul><li>Select the Drinks. CHOOSE THE BEST CHANNELS FOR THAT ROLE </li></ul>
    21. 21. SAMPLE CAMPAIGN <ul><li>CAMPAIGN OBJECTIVE: Massive Awareness </li></ul><ul><li>ROLE OF SOCIAL MEDIA: Launch a Viral Campaign </li></ul><ul><li>BEST CHANNELS: Twitter (Hashtag Campaign), </li></ul><ul><li>Facebook (Promo), Blogs </li></ul>
    22. 22. SAMPLE CAMPAIGN <ul><li>CAMPAIGN OBJECTIVE: Remind Consumers to Buy </li></ul><ul><li>ROLES OF SOCIAL MEDIA:   Location-Based Marketing, Frequent Updates </li></ul><ul><li>BEST CHANNELS: Foursquare (Tips), Twitter (Hourly Updates) </li></ul>
    23. 23. SAMPLE CAMPAIGN <ul><li>CAMPAIGN OBJECTIVE: Educate Consumers </li></ul><ul><li>ROLES OF SOCIAL MEDIA:   Publish mechanics and answer inquiries </li></ul><ul><li>BEST CHANNELS: Portal, Twitter/Facebook (Customer Support) </li></ul>
    24. 24. <ul><li>APPETIZER </li></ul><ul><li>DRINKS </li></ul><ul><li>MAIN COURSE </li></ul><ul><li>DESSERT </li></ul>Today’s Menu
    25. 25. MAIN COURSE <ul><li>Social Media Content. So good – you just wanna share! </li></ul>
    26. 26. CONTENT ala KING <ul><li>Why is Content King? </li></ul><ul><li>Starts a conversation </li></ul><ul><li>Creates links, interactions, PageRank and EdgeRank </li></ul><ul><li>Compels people to share which leads to more visibility </li></ul>
    27. 27. CONTENT ala KING <ul><li>Chicken, Beef, Pork or Fish? Content is available in the following format: </li></ul><ul><li>VIDEOS TEXT IMAGES LINK GAMES AUDIO </li></ul>
    28. 28. CONTENT ala KING <ul><li>Who cooks? Content creators: </li></ul><ul><li>Publishing industries, media, businesses, brands </li></ul><ul><li>YOU </li></ul>
    29. 29. CONTENT ala KING <ul><li>The Recipe. Tips in creating content: </li></ul><ul><li>Create Quality, Sharable, Findable Content </li></ul><ul><li>Make use of your Expertise. </li></ul><ul><li>Provoke Emotions. </li></ul><ul><li>Ask for Content. </li></ul>
    30. 30. <ul><li>APPETIZER </li></ul><ul><li>DRINKS </li></ul><ul><li>MAIN COURSE </li></ul><ul><li>DESSERT </li></ul>Today’s Menu
    31. 31. DESSERT <ul><li>The carrot. The sweetener. </li></ul><ul><li>The cherry on top. </li></ul><ul><li>How do you reward your community?   </li></ul>
    32. 32. SWEET REWARDS <ul><li>Use your own products as carrot </li></ul><ul><li>Offer exclusivity to your fans </li></ul><ul><li>Give time to listen & respond to comments </li></ul><ul><li>Recognize individual fans and feature them </li></ul><ul><li>Enable fans to do good and contribute to a cause   </li></ul>
    33. 33. Final Step MEASURE YOUR WAIST
    34. 34. MEASURE YOUR WAIST <ul><li>BASIC MEASUREMENTS </li></ul><ul><li>No. of Followers / Fans / Likes / Subscribers </li></ul><ul><li>No. of Comments </li></ul><ul><li>No. of Shares </li></ul><ul><li>No. of Retweets / Reblogs </li></ul><ul><li>No. of Links / Blog Mentions </li></ul><ul><li>Views </li></ul>
    35. 35. MEASURE YOUR WAIST <ul><li>ADVANCED MEASUREMENTS </li></ul><ul><li>Clout / Influencer Score </li></ul><ul><li>Response / Resolution Rate </li></ul><ul><li>Share of Voice </li></ul><ul><li>Interaction Rate </li></ul><ul><li>Sentiment Ratio </li></ul><ul><li>Social Media ROI </li></ul>
    36. 36. MEASURE YOUR WAIST <ul><li>TIPS IN MEASUREMENT </li></ul><ul><li>Experiment with your tools. </li></ul><ul><li>Accuracy of measurement will depend on these (usually free) tools’ algorithms. Make sure you acid test before you use in your campaigns </li></ul><ul><li>Always contextualize your measurements. </li></ul><ul><li>Identify timeframe and worth of investment to </li></ul><ul><li>properly gauge the significance of your </li></ul><ul><li>results. </li></ul><ul><li>Be your own benchmark. </li></ul><ul><li>Improve by beating your own social media record. </li></ul>
    37. 37. Have a Healthy SOCIAL MEDIA Lifestyle!
    38. 38. Follow Us in Social Media <ul><li>PERSONAL </li></ul><ul><li>BLOG: CoyCaballes.tumblr.com </li></ul><ul><li>TWITTER: @CoyCaballes </li></ul><ul><li>FACEBOOK: Facebook.com/Coy.Caballes </li></ul>
    39. 39. Sources <ul><li>The Socialisation of Brands, Wave 5 by Universal McCann </li></ul><ul><li>Open Forum </li></ul><ul><li>http://www.openforum.com/articles/4-creative-ways-to-reward-your-facebook-fans </li></ul><ul><li>24/7 Wall St. </li></ul><ul><li>http://247wallst.com/2011/05/09/the-ten-nations-where-facebook-rules-the-internet/ </li></ul><ul><li>*Images are from various sources. </li></ul>

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