Humanizing A Brand's Social Presence


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Social Media is most successful when users are listening to your message and providing feedback. Adding a human element to the brand makes it more approachable and separates social efforts from those of traditional static media.

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Humanizing A Brand's Social Presence

  1. 1. Humanizing A Brand’s Social Presence
  2. 2. Put a Face on the BrandSocial Media is most successful when users are listening to your message andproviding feedback. Adding a human element to the brand makes it moreapproachable and separates social efforts from those of traditional static media.Consumers want to see a brand that is• Approachable• Humorous• Humble• Responsive 2
  3. 3. Put a Face on the BrandImages of real people help consumers associate with your brand. The overallbrand would benefit from having more pictures of actual employees, events, etc.woven into the timeline and any destination links.Best Practices:• Use actual employees• Behind-the-scenes photos• Especially important withTimeline for brand pages 3
  4. 4. Real People, Real Talk Users gravitate to social because it gives them direct access to stars, athletes and news sources. Social consumers seek out brands on Facebook, Twitter, and other networks to get the immediate, direct connection that is often not found on websites and over the phones. A brand must remain engaged to show visitors that they are, indeed, THE unfiltered source for brand news. Best Practices: • Break brand/industry news through social • Social messaging supplements other media • Conversations, not just statements • Sign posts/comments with initials, first names, or affinity handles* *See slide 5 4
  5. 5. Real People, Real Talk Increase the effectiveness of traditional media through social: 5
  6. 6. Individual Personas Our Character • Real • Authentic • Personable • Social • Approachable • Caring • Sincere The Team • Analytical Where you’ll find us • Wherever our customers are in social media 6
  7. 7. Speak The Language Marketing has its place in social media, but it must be woven into an overall conversation that is relatable and engaging. Where it’s hard for consumers to completely tune out traditional media like billboards, radio ads and TV commercials, they can completely ignore social media efforts. Best Practices: • Speak to topical news • Insert the brand into conversations on pop culture • Establish relationships, identify affinities, deliver brand message in context • Google+ makes this extremely easy 7
  8. 8. Utilize Current Fanbase There is an existing group of Facebook fans and Twitter followers ready to represent your brand. Activating this group improves share of voice, sentiment, and gives the brand an added human element. Best Practices: • Use Sponsored Stories to promote Facebook endeavors • Encourage sharing and engagement • Call out fans and reward them • Proactive engagement with influencers 8
  9. 9. Have Something to Say Social consumers are looking for a direct channel to brands and a human voice, but if that voice isn’t saying anything of value, the consumers will not stick around very long. Best Practices: • Originate as much content as possible • Listen to fans’ questions and comments to drive content • Talk about what you know to become a community leader • Be honest (when legally possible) 9
  10. 10. Why This Is Important Humanizing the brand establishes the connection that social users seek. A “Humanized” brand is: • Relatable: consumers get what you are saying - increase engagement - improve sentiment - make your message resonate • Forgivable: customers are more likely to overlook errors - reduce complaints - activate customers as brand advocates • Conversational: people have conversations, not brands - solicit more accurate data/feedback - relay brand/industry messaging - target key demographics 10
  11. 11. Action Items • Create/Source images, preferably of actual employees • Work with PR to release some brand news first on Facebook • Coordinate social messaging with overall brand media plan • Introduce real people as voice behind brand on social • Identify target audiences BEFORE messaging • Explore use of Sponsored Stories with next FB ad buy • Seek out influencers and connect them as social ambassadors • Social rewards for best Fans (small, but powerful) • Highlight brand as source for knowledge on industry topics • Create original content 11