SHARING IS GOODKARMA: USING SOCIAL MEDIA FOR BRAND BUILDING
GETTING TO KNOW YOU
WHAT IS SOCIAL MEDIA?
THE TECHNOLOGY THAT CONNECTS THE WORLD
HOW MANY SOCIAL MEDIA PLATFORMS DO YOU USE?
HUH? WHAT’S THE DIFFERENCE BETWEEN THEM?
WHY SHOULD I CARE ABOUT IT?
OK, BUT HOW CAN I USE IT?
IT’S ALL ABOUT SHARING
TRANSFORM YOUR BRAND MARKETING IS NO LONGER ABOUT CONVINCINGMARKETING IS ABOUT ENGAGEMENT
HOW CAN YOU LEVERAGE SOCIAL MEDIA FOR YOUR BRAND?
THE DRIVERS OF THE SOCIAL BRAND Blog Klout Twitter Social Specialty networks, sites, and Brand LinkedIn channels Google+ Facebook
THE BLOG: THE HUB OF SOCIAL INFLUENCEGraphic by David Armano, EVP, Global Innovation & Integration at Edelman Digital.
THE HOLY TRINITY
AN INVESTMENT OVER TIME
UTILITIES & ADD ONS
LIST THREE TOPICS THAT YOU COULD WRITE A BLOG ABOUT
BUILDING YOUR SOCIAL BRAND
TIPS FOR SOCIAL BRAND BUILDING Be generous and gracious. Check yourego at the door. Don’t be That Guy: no blatant self-promotion. Help others first and most. Be personable without being too personal. Be omnipresent: take advantage ofcrossposting automation. Be a nerd: track and measure everything. Be yourself, consistently. No splitpersonalities. Be generous with comments, praise, likes,opinions, responses and reTweets.
YOUR BRANDING STRATEGY Who do you want toreach? Why? What do you want themto do? How can you help them? How will you know whenyou’ve succeeded? What are your currentmarketing goals?
WHERE ARE YOUR KEY INFLUENCERS? LinkedIn Facebook Twitter Flickr Pinterest Amazon reviews Google+ Forums
BUILDING A PROFILE Use consistent, friendly, professional profilephoto Your face No kids or pets Create consistent one-line bio Create consistent one-paragraph bio Use www.knowem.com to save nameacross SNS Capture your name, brand, or as close asyou can get to it.
BUILDING PRESENCE Blogs/podcasts Twitter ReTweet relevant, useful content Post thoughtfully on a regular basis on relevant topics Reply promptly Comment on relevant blogs Twitter events with hashtag submit podcast comments Participate in Follow Friday Facebook LinkedIn Like Comment on LinkedIn group posts/discussions Comment Link your blog, twitter, travel Join Facebook events schedule to your profile Share Facebook events Like, comment, & forward posts Invite more people to Facebook Post events & promote events events Tag friends in photos
THE DYNAMICS OF INFLUENCE Find a POV.Sharing is good karma. Actively try to support others and share their content. Quality content is King when it comes to social media. Actively create or support others who create engaging and interesting content. Transparency and openness is the foundation of social trust. Social reach is driven by 1 -4; your network will expand and to an extent become viral if you focus on those points. Influence is a by product of content and reach. It’s also a responsibility. People trust you, so work hard to reward that trust.Each day is a new opportunity to do more for others. It’s called “social” media for a reason so learn to play well with others. Brand equity is proportional to financial opportunity.
THE FORMULA FOR SUCCESS[[C (content) x S (sharing) = R (reach)] x [T (trust)]= I (influence)]] +[CF (customer focus)]] = SBE (social brand equity)
WHERE ARE YOU MOST LIKELY TO FIND YOUR KEY INFLUENCERS?
SOCIAL MEDIA BRANDING RULES
RULE # 11. Build Relationships with Influencers – The Top 1% of Content Curators In category after category, data show that a small fraction of site visitors are responsible for a substantial portion of total site traffic. On average, the percentage of influential users on a given site is 0.6% and rarely above 4%. However, these influencers regularly generate 20%-50% of total site traffic and an even higher share of conversion. To make social media marketing effective, marketers have to identify and engage — and better recognize and reward — these super- influentials.
RULE # 22. A Little Martha Stewart EtiquetteGoes A Long Way – Throw YourOwn Party!Don’t just cater to someone else! If youbase your social campaigns in venuesyou don’t control — such as Facebookor YouTube — you may get great“attendance,” but data show it’s hard toconvert and retain these party-goers. Ifyour goals are anything beyondbuilding brand awareness, it’s better tohave a house of your own wherefriends can find you — such as yourown branded social site, contest site,or customer forum.
RULE # 33. The Power of “Weak Links” – AFriend of a Friend Matters!Influentials generally have many direct“friends” and “followers,” but whatmakes them truly valuable is thenumber and relevance of theirextended or indirect connections.These “weak links” matter in the “realworld,” and they matter even moreonline. A critical implication formarketers is the need to track theextended social graphs of their contentif they are going to be able tounderstand and activate the dynamicsof influence.
RULE # 44. The Feed the Fire Rule; BuildLinks and RelationshipsConsumers love to share relevant,engaging, useful, and entertainingcontent with their friends. Make it easyfor them to find your content and makeit easy for them to share your content.It means actively syndicating andcurating your content and distributing itnot only through your brand’s socialgraph, but through the graphs of yourmost influential advocates and fans.Easy ways to do this includefollowing/friending your influentials’followers/friends andretweeting/posting content even if it’snot yours.
SOCIAL MEDIA IS ABOUT BUILDING BRIDGES“Networking is not about hunting. It is about farming. It’s about cultivating relationships. Don’t engage in ‘premature solicitation’. You’ll be a better networker if you remember that.” – Dr. Ivan Misner, NY bestselling author & founder of BNI