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Branding Across Social Media Channels by Cheryl Hayman
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Branding Across Social Media Channels by Cheryl Hayman

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Every time you publish a tweet, a blog post, a link on your Facebook business page, you're saying something about your brand. Are you taking the same steps to enhance your brand online as you do ...

Every time you publish a tweet, a blog post, a link on your Facebook business page, you're saying something about your brand. Are you taking the same steps to enhance your brand online as you do offline?

Cheryl Hayman of Hayman Strategy joined us on 26 July when we looked at how to approach brand management across social platforms.

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  • 73% of online shoppers are aged 35-44 years
  • 73% of online shoppers are aged 35-44 years
  • Information Location To Buy Ideas Assistance & Advice Inspiration & Motivation Leads Help Connection to a Community
  • Emmy’s Closet is an extension of the popular arts and crafts ecommerce site, Etsy.com. On the site they use an application created by Etsy that allows you to browse and purchase directly through Facebook.
  • They’ve included social share buttons so fans can share their favorite items on their Facebook profile with their friends and their friends can then click through and buy products via Etsy as well. Emmy’s Closet knows that Facebook commerce is on the rise. With over 500 million people on Facebook, it makes sense that many of them like to conduct their entire shopping experience on Facebook, including the actual purchase.
  • NEED BETTER PHOTO
  • Emmy’s Closet also does a great job of branding their company to their social experience. They have created social buttons to reflect their brand, personalizing the social experience. Experiment with ecommerce and product sharing apps on Facebook. For a great article on Facebook apps, check out the Top 75 Apps for Enhancing Your Facebook Page.
  • 50,000 fans on the Scoot Facebook Page and almost 8,000 on the Scoot Australia Page. That’s pretty impressive for a brand that hasn’t even made one single sale yet. Scoot YouTube channel has already racked up about 20,000 views and they also have a blog. A commitment to collaboration with their (soon-to-be) customers. They have included their Facebook fans in the process of creating their brand.
  • After over 3,000 entries they chose ‘Get outta here!’ as their tag line, which was submitted by two of their Facebook fans. Now running a promotion through their social networks to let their fans ‘decide’ their upcoming sale fares by reducing the price every time another person signs up to be a member (free).  So far 17,000 people have done so. Scoot are also using their social communities to help with recruitment, share relevant tips and trivia about Singapore and Australia, introduce the Scoot team members (individually), share videos and photos and even provide editable holiday greeting cards and videos.
  • As a marketer, primarily using these tools for promotional purposes, you need to be attracting new fans and followers through content and campaigns that will
  • TBC

Branding Across Social Media Channels by Cheryl Hayman Branding Across Social Media Channels by Cheryl Hayman Presentation Transcript

  • Branding Across Social Media Channels
  • Branding Across Social MediaChannels Suzi Dafnis Australian Businesswomen’s Network
  • Branding Across Social MediaChannels Q&A
  • Branding Across Social MediaChannels TWITTER Use tag: #abnbranding Follow along: •Suzi is @suzidafnis •Cheryl is @CherylHayman
  • Branding Across Social MediaChannels
  • Branding Across Social MediaChannels Cheryl Hayman Hayman Strategy
  • Branding Across Social MediaChannels Branding Across Social Media Channels
  • Branding Across Social MediaChannels The Big Question Have you simply signed up on Facebook, Pinterest, Google+, Twitter, crossed your fingers, and started to throw stuff on there to see which one will stick or gain some kind of traction?
  • Branding Across Social MediaChannels
  • Branding Across Social MediaChannels A Digital Legacy • Whatever you post, what your business says online creates a digital footprint of who you are and what you do. • Make sure that digital legacy is directed, clear, and consistent with what you are looking to do now and later.
  • Branding Across Social MediaChannels The Stats – Internet •79% of Australian access the internet every day •Australian users make more than 4 searches per visit •60% multiple times Source: Australian Social Media Statistics, Dec 2011
  • Branding Across Social MediaChannels The Stats – Social Media •38% of Australians regularly interact with companies via social networking sites Source: Australian Social Media Statistics, Dec 2011
  • Branding Across Social MediaChannels The Stats – Investment •The average small business is investing $2,050 into social media marketing pa •The average large business is investing $78,750 into social media marketing pa Source: Australian Social Media Statistics, Dec 2011
  • Branding Across Social MediaChannels The Stats – Purchasing •36% of Australians purchase after researching products via social media ..Why? Looking to save money •73% of online shoppers are aged 35- 44 years Source: Australian Social Media Statistics, Dec 2011
  • Branding Across Social MediaChannels The Stats – Mobile •Australia leads the APAC region for mobile search with 61% mobile users participating •After making local device search nearly half of Australian smartphone users called a business! Source: Australian Social Media Statistics, Dec 2011
  • Branding Across Social MediaChannels The Road to Success • Listen • Engage • Influence
  • Branding Across Social MediaChannels Where do I start? •The Plan •The Strategy •The Audience Brief - User Patterns Outcomes - Needs Choose - Behaviour - Language - Tone
  • Branding Across Social MediaChannels Consistent Branding Each channel has a different ‘feel’…do we need to be consistent across them all? YES • Consistent Concept • Consistent Message Platform = Strategy • Consistent Livery – logo, image components • Consistent Communication Voice NO • Each medium has a different Role
  • Branding Across Social MediaChannels Where Social Media Fits for You •Why do/might people seek you out…
  • Branding Across Social MediaChannels Different Roles •Conversation/Teacher = Blog •Engaging and Newsy = Facebook •Facilitator = Chat •Presenter/Moderator = Podcast •Tidbits/Sharing = Twitter •Opinion Leader , Newsy = Newsletter •Visual Blog or Journey = Pinterest •Brochure, Database, Membership, Rewards = Website
  • Branding Across Social MediaChannels What do I want? •Provide reasons to return •Develop a database or membership pool •Emotional attraction •To sell or persuade •To divert
  • Branding Across Social MediaChannels Remember… Match the platform to your Skill AND Match the platform to your Business AND Match the platform to your Audience
  • Branding Across Social MediaChannels Basic Tenets • Be authentic • Be in true language form • Be honest • Be engaging • Be prepared for good and bad • Be relevant • Be real
  • Branding Across Social MediaChannels •Emmy’s Closet is an online store that sells accessories for children. •They’re a great example of infusing social media with ecommerce.
  • Branding Across Social MediaChannels
  • Branding Across Social MediaChannels The ‘Share’ buttons create a viral buying experience. The ‘Like’ and ‘Comment’ buttons create a community.
  • Branding Across Social MediaChannels
  • Branding Across Social MediaChannels •Branding •Keep it social TIP •Experiment - eCommerce Apps
  • Branding Across Social MediaChannels Scoot Airlines
  • Branding Across Social MediaChannels Scoot Airlines
  • Branding Across Social MediaChannels Scoot Airlines •‘Get Outta Here!’ Competition
  • Branding Across Social MediaChannels Scoot Airlines What is Scoot doing right? 1.Taking advantage of their community 2.Getting their fans invested in their brand before they even sell a fare 3.Humanising their brand 4.Capitalising on holidays and events 5.Competitions
  • Branding Across Social MediaChannels In a Nutshell… Social media sites make great tools to engage prospects and customers as well as share content and messages about your brand. 1. Attract the types of prospects your brand wants 2. Followers that may be interested in what your business has to offer and 3. People who will actually want to engage with your brand
  • Branding Across Social MediaChannels Q&A Use the Question Pane to Ask Your Questions
  • Branding Across Social MediaChannelsThank you Cheryl Hayman Hayman Strategy www.haymanstrategy.co m
  • Branding Across Social MediaChannelsComing Up:
  • Branding Across Social MediaChannels Cheryl Hayman Hayman Strategy @CherylHayman Cheryl Hayman-Hayman Strategy /cherylhayman
  • Branding Across Social MediaChannels Become a member today. www.abn.org.au