Communicate your brand promise and set customer perceptions and expectations.
Be consistent with logo, color, name, etc.
Increase awareness, recognition, and recall.
Avatar ( www.gravatar.com )
Facebook page design
LinkedIn profile & company page
Step 4: Find Your Best Audience
The social web gets more crowded everyday.
Your efforts are for naught if you’re not spending time in the right places.
Take time to find the people you want to communicate with, and then join the conversation.
Develop relationships that lead to loyalty and trust.
Build your band of brand advocates across the web.
Example: Cakes for Occasions
Publish pictures of customers’ cakes on Facebook.
Get customer testimonials from Facebook.
Publish “free cookie” and other real-time promotions.
Tweet cake of the week picture (often picked up by Boston media).
Business grew 25% and saved $10,000 in marketing expenses in 2010 thanks to social media.
“ We learned our audience was on Facebook, so that’s where we went.” - Kelly Delaney, Owner Cakes for Occasions
Step 5: Find the Influencers
Find the people online who already have the eyes and ears of your target audience.
These are people who your audience trusts, listens to, and actively shares content from directly to their own audiences.
Online influencers can be very powerful in terms of jumpstarting brand buzz and word-of-mouth marketing.
Search sites like Twitalyzer.com, Klout.com, PeerIndex.com, WeFollow.com.
Example: Roger Smith Hotel
Effort to connect and engage with influencers
Special Twitter discounts
Twitter kiosk in hotel
Special hotel welcome to guests who come from social web
Step 6: Establish Your Core Branded Online Destination Blog Facebook LinkedIn YouTube Twitter Flickr SlideShare Exec Tweets Page Your Group Ads Other Groups Your Group Other Groups Answers Twellow Profile Sample Business Social Media Presence
Social Media Is More than Twitter
Blogs (Blogger, WordPress, TypePad, etc.)
Microblogging (Twitter, Tumblr, etc.)
Social networks (Facebook, LinkedIn, Google+, Ning, etc.)
Social bookmarking (Digg, StumbleUpon, Reddit, etc.)
Social Media and Content Touch All Areas of a Business
You name it!
Other social bookmarking sites
Review sites like Yelp and Epinions
Niche networking sites
Step 7: Content is Key
What you say is the most important key to success on the social web.
Be human, be honest, be transparent, be you! Personality is important to engaging with others in social media.
It’s about storytelling.
Give something extra or exclusive.
Leave jargon and corporate rhetoric out.
Quality trumps quantity.
Twitter profile offers discounts and leads to direct sales.
68% of single-day sales at NakedPizza have come from Twitter.
Twitter integrated into point-of-sale system.
Twitter kiosks set up in stores.
Previous direct mail newsletter content is now fed into Twitter.
“ Direct mail is sent to a single address but there are multiple people in those houses. We want to maximize and extend our marketing reach, and Twitter helps us do this in leaps and bounds.” -- Jeff Roach, NakedPizza co-founder
3 Cs of Social Media Marketing Give it up. Hold it tightly. CONTROL Share it. Copyright-protect it, or put up a barrier to access it. CONTENT Let it flow. Stop it. CONVERSATION RIGHT (SUCCESS) WRONG (FAILURE)
But What if They Say Something BAD ?
You have three choices: Use the 3 Fs of Social Media Reputation Management F LIGHT Ignore it. F IGHT Join it. F IGHT Join it. F LOOD Bury it. F LOOD Bury it.
Think Like a Publisher, Not a Marketer
Pull marketing, not push marketing
Create amazing, shareworthy content
One party won’t get it done
Your Twitter follower list isn’t just a list of people to try to sell stuff to.
The 80-20 Rule For every 20% of self-promotional content you produce, create 80% that is not self-promotional.
Twitter 80-20 Rule Example
If you tweet 10 times per day:
8 tweets or more should not be self-promotional:
Share other people’s content
Offer useful information
Engage in conversations
Ask and answer questions
2 tweets or fewer should be self-promotional:
A sale or discount
A new product announcement
Example: Michael Sinkin, D.D.S.
Blog with behind-the-scenes info and “banter from the chair”
Blog linked to Twitter and Facebook accounts
Uses tools like Monitter to find people in his area talking about teeth – reaches out with a tweet to answer questions
No selling – ever!
Step 8: Integrate, Cross-Promote, and Automate
Use tools to streamline activities like publishing, promotion, analysis, and more.
Automating cross promotion can save you time and ensure your content is published in the varied ways different people like to consume it.
Automating online reputation management efforts helps save time and ensure you can respond to mentions in a timely manner.