Presentation delivered at 2010 Florida Airports Council Conference on April 22, 2010 to teach how all companies and organizations can leverage social media to build relationships, build brands, and
Presentation delivered at 2010 Florida Airports Council Conference on April 22, 2010 to teach how all companies and organizations can leverage social media to build relationships, build brands, and build business.
Elements of a brand that consumers indirectly attribute to that brand and anything that bears that brand name or association such as messages, image and promise.
Harley Davidson communicates messages related to freedom and has an image of camaraderie. When combined with the tangible elements of the Harley Davidson brand, the brand promise is clear and consistent.
Social media is a term used to define the online communications tools of Web 2.0 that are rooted in two-way conversations, engagement, and active participation.
Social media marketing is any form of direct or indirect marketing used to build awareness, recognition, recall and action of a brand, business, product, person, or other entity using the tools of the social web.
Consumers have more options than ever thanks to the ease of finding information online.
The social web has created a global conversation that most companies still don’t understand how to leverage effectively.
Social media presents a unique opportunity for companies to engage with current and potential customers, create branded experiences, and develop an ongoing dialogue that ultimately creates loyal brand advocates and guardians.
You can’t buy that kind of access!
Cindy Gordon’s Success When 7 people become 350 million in just 24 hours The social Web is the most powerful form of word-of-mouth marketing in history and the most powerful we’ll see in our lifetimes.
Gary Vaynerchuk grew his father’s local wine store in Springfield, New Jersey to a $50 million per year business with HALF of those sales coming from the Web.
How did he do it?
Through the power of the social web.
Gary’s passionate and informative video blog posts on Wine Library TV quickly drew audiences from around the world as word spread about his contagious content.
Today, Gary is a sought after social media speaker, makes frequent appearances on television, and recently signed a multi-million dollar book deal where he will share his knowledge and experience of using social media tools to grow a small business.
If your social media participation is 100% self-promotional, then you’ll fail.
Imagine you’re in a conversation with a person and all he does is talk about himself. Imagine that he never gives you a chance to speak throughout the conversation. Is this someone you’d want to continue speaking with now or in the future? Chances are you’d want to run away as far and fast as you can. The same holds true for social media participation.
The 80-20 Rule For every 20% of self-promotional content you produce, create 80% that is not self-promotional.
Each new blog post is a new entry point to your website. If you published 1 blog post each day for a year, that’s 356 MORE entry points to your blog than your traditional website provides.
Google includes blog posts and Twitter updates in its search algorithm.
Your great social media content could get linked to by other social Web users through blogs, Twitter, and so on, which means even MORE entry points to your blog.
The more time you spend creating great content and building relationships with other people on the social Web, the more people will get to know you, trust your content, and link to it or share it.
All of that content creation, linking, and sharing means more entry points to your blog and website, which also boosts your site’s search engine rankings. And more traffic = more opportunities to build your brand and your business!