Social Media and Branding


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Presentation to the board of the Mid-America CropLife Association, February 1, 2012.

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Social Media and Branding

  1. 1. Social Media and Branding Jim Sulecki Director of eMedia, Meister Media Worldwide Director of Meister Interactive February 1, 2012
  2. 2. @Jim Sulecki • Twitter @JimSulecki, @MeisterMedia • LinkedIn in/JimSulecki • Google+ • Facebook • Blog eMedia Encyclopedia
  3. 3. Meister eMedia • 8 major brand sites; event sites, custom sites o 160,000 unique visitors / month o 190 countries • 16 regular enewsletters • 1,000 videos housed across websites
  4. 4. Meister Interactive • Custom digital marketing services • Diverse agricultural / horticultural clients • Bayer CropScience • Biopesticide Industry Alliance • Brandt Consolidated • Deltapine / Monsanto • Dow AgroSciences • DuPont Crop Protection • Fertilizer Institute
  5. 5. The Social Media Kingpins
  6. 6. The Sheer Number Of Platforms Can Be Dizzying
  7. 7. Twitter All the wisdom and engagement you can impart in 140 characters (or less). The goal: re-tweets, followers, hashtags.
  8. 8. Facebook Status updates in constant pursuit of more ‘Likes,’ clicks, and shares.
  9. 9. YouTube Videos and video channels. And comments. YouTube has 36 million monthly viewers age 50+.
  10. 10. LinkedIn Like a Facebook for business.
  11. 11. Google+ Like Facebook (‘share’), but with +1 ‘stamp of approval,’ ‘hangouts’ and easier control of your ‘circles.’
  12. 12. Added Benefits Ease of login, SEO
  13. 13. Is Social Media Make or Break?
  14. 14. You’re Not Alone…
  15. 15. It Can Be Risky…
  16. 16. And It’s True: Demo Skews Younger • Average age of Facebook user: 38 • Average age of people who tweets: 39 (Generally)
  17. 17. The Power Dynamic In Ag Is Changing (Has Changed)
  18. 18. Rise of the Big Farmer and Big Retailer • Fewer of them, more acres controlled. • De-funding of University/Extension. • Suppliers as primary source of information. • Online as increasing vehicle for information.
  19. 19. A Two-Way Conversation Customer more in control than ever. Before Marketer Custome r Now Marketer Custome r
  20. 20. ‘Give Me Information To Help Me Decide Whether To Buy Your Product’
  21. 21. ‘Inbound’ Marketing Begins to Supplant ‘Outbound’
  22. 22. What Is Inbound Marketing? Inbound Marketing Social Media Content Marketing
  23. 23. What Is Inbound Marketing? Traditional Marketing (BEFORE) Inbound Marketing (NOW) Communication One-way Interactive, two-way Customers Are sought out: print, banner advertising, cold calls Come to you: search engines, referral, social media Marketer Rarely seeks to entertain or educate Seeks to entertain and/or educate
  24. 24. What Is Inbound Marketing? “…Focuses on earning [not buying] a person’s attention, which is done through social media and engaging content [that] is interesting, informative and adds value…
  25. 25. What Is Inbound Marketing? “…Creating a positive connection in the eyes of the consumer, thus making him more likely to engage your brand and buy the product.” - Mashable
  26. 26. “…Creating and distributing relevant and valuable content […] with the objective of driving profitable customer action.” - Content Marketing Institute “Content Marketing”
  27. 27. “Content Marketing”
  28. 28. Content Supports Social Media Social Media Content
  29. 29. Production Refinements User Stories Marketing Programs “Content Marketing”: Topical Areas PRODUCT Agronomy Application Affinity Programs
  30. 30. Social Media and Branding
  31. 31. Dialogue with the Customer
  32. 32. Social Media in Business It’s about a mindset of continuing conversation as much as a platform … Listen to the customer’s voice…
  33. 33. “Have Something To Say”
  34. 34. “Be Valuable And Credible (And I’ll Follow You)”
  35. 35. “Have a Conversation With Me” Criticisms may come your way. And immediate requests. Manage both. Quickly.
  36. 36. “Have a Conversation With Me” McDonald's social media director Rick Wion: “We quickly pulled #mcdstories and it was promoted for less than two hours[…] The ability to change midstream helped this small blip from becoming something larger.”
  37. 37. “Have a Conversation With Me”
  38. 38. “Be A Brand That Has Value For Me” • Ubiquitous • Helpful • Responsive • Informative
  39. 39. A Half-Dozen Suggestions
  40. 40. #1 Focus on 1-2 platforms • High use by target audience. • Plays best to available resources. • Consistent with desired measure of control.
  41. 41. #2 Have your best writer(s) write a simple blog • Ground-test / trial-run content feed • Direct- or ghostwritten. • 250-500 words/entry. • Doesn’t have to be perfect! Technical info is most important.
  42. 42. #3 ‘Feed the beast’ • ‘Editorial calendar’: what topics, when most appropriate, who provides. • Determine best frequency for posting: several times a day, daily, weekly.
  43. 43. #4 Have someone ready to own it • Editorial skills, ‘nose’ for the story. • Skill at both ‘long-form’ and ‘real-time’ content generation. • A passion for new technology tools. • Clear articulation of the business goal behind the creation of the content.
  44. 44. #5 Integrate into other marketing efforts • E.g., direct ‘freemium’ offers to Facebook. • Many reciprocal links between. • Mention in print, at events. • Establish and track clear targets.
  45. 45. #6 Do something • Even if a blog, with one social media platform to post to. • Begin to push feel for content marketing, social media into the organization. • Every step now is one less step later.
  46. 46. Voice of a CCO “We are still in the infancy of the digital age. Those who will thrive are the ones who are always looking to see where things are heading and who adapt to the changes most quickly.”
  47. 47. Thank You Jim Sulecki Director, eMedia | Meister Interactive eMail: Phone: 440.602.9117 Twitter: @jimsulecki Blog: eMedia Encyclopedia