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social media
                           and brand building
                                     thinkcreativegroup.com

Tu...
> Why social media is important
       > How social media is used
       > Is your target market online
       > Facebook
...
why social media
                               is important
Tuesday, October 5, 2010
> Build relationships
        > Identify new trends
        > Find + engage brand ambassadors
        > Branding + top of ...
2010 Study



                           why social media
                               is important
Tuesday, October 5, ...
> 93% of social media users believe a company should have a presence in
         social media––85% believe they should int...
78% of consumers trust peer recommendations.
        [only 14% trust ads]

        “You can’t just say it. You have to get...
how social media
                                    is used
Tuesday, October 5, 2010
2009 Study



                           how social media
                                    is used
Tuesday, October 5, ...
2009 Study



                            social media
                           for marketing
Tuesday, October 5, 2010
While Twitter and Facebook get the headlines, the dark horse social
        media organizations are turning to most as the...
Nearly nine out of ten journalists (89%) say they use blogs for online
        research. Only corporate websites (96%) are...
is your target
                           market online?
Tuesday, October 5, 2010
target market


Tuesday, October 5, 2010
Social networking usage between April 2009 and May 2010:
        > Grew 88% among users aged 55-64
        > 65 and older ...
facebook


Tuesday, October 5, 2010
> Viral marketing on steroids
         > A second “website” on a network with a great number of users
         > A mass co...
> More than 500 million active users
        > 50% of active users log on to Facebook in any given day
        > The faste...
facebook users
                           want you online
Tuesday, October 5, 2010
> Personal profile
        > Fan page [for business]
        > Community page
        > Group
        > Ads
        > Appl...
> Keep your personal profile separate from your business
        > Set a strategy and stick to it
        > Set up your of...
twitter


Tuesday, October 5, 2010
> Position yourself as the expert
        > Gain strategic partners
        > Stimulate thought and conversation by postin...
> Microblog
        > 140 character “tweets”
        > Followers + Following
        > Main goal - gain followers
        ...
> Start by following
        > Search on keywords and conversations
        > Tweet interesting, valuable + relevant infor...
> Blogs
        > LinkedIn
        > YouTube
        > HARO [Help A Reporter Out]
        > and many, many, many more!



...
monitor the
                           conversations
Tuesday, October 5, 2010
> Find audiences who care about your brand and products
       > Understand customer attitudes toward your brand and offer...
Listen. Compare. Adapt.
       > Free alert tools—Google Alerts, Google Blog Search, socialmention
       > “Freemium” + “...
golden rules for success


Tuesday, October 5, 2010
> Create a strategy—start with your end goal
       > Be authentic and transparent
       > Be true to your brand and valu...
> Always ask “what do my customers want and how can I engage them”
        > Become viewed as an expert
        > Tie it i...
> Define your Purpose
        > Answer “How does this fit into my overall marketing/branding strategy?”
        > Define y...
71% of companies say they plan to increase investments in social
        media by an average of 40% because:
        > low...
REMEMBER...
        Social media is not a fad. It is a fundamental shift in the way we
        communicate.
        The RO...
This presentation will be available online:
        > facebook.com/thinkcreativegroup
        > blog.thinkcreativegroup.co...
questions?

Tuesday, October 5, 2010
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Social Media and Brand Building - Cohen & Wolf

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think creative group's updated overview of social media, why it's important, how it's being used by businesses, current trends and how to get started.

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Transcript of "Social Media and Brand Building - Cohen & Wolf"

  1. 1. social media and brand building thinkcreativegroup.com Tuesday, October 5, 2010
  2. 2. > Why social media is important > How social media is used > Is your target market online > Facebook > Twitter > Other tools > Monitoring the conversations > Golden rules for success what we’ll talk about Tuesday, October 5, 2010
  3. 3. why social media is important Tuesday, October 5, 2010
  4. 4. > Build relationships > Identify new trends > Find + engage brand ambassadors > Branding + top of mind awareness > Keep an eye on competitors > Community-based public relations > Keep costs low with extreme word of mouth what can you do with social media? Tuesday, October 5, 2010
  5. 5. 2010 Study why social media is important Tuesday, October 5, 2010
  6. 6. > 93% of social media users believe a company should have a presence in social media––85% believe they should interact with customers > 3 out of 4 Americans use social technology > Web users devoted 25% of their time to social networking sites + blogs, up from16% a year ago. > Every minute, 24 hours of videos are uploaded to YouTube > 2 billion YouTube videos are viewed everyday > An average, there are 90 million tweets per day on Twitter current social media trends Tuesday, October 5, 2010
  7. 7. 78% of consumers trust peer recommendations. [only 14% trust ads] “You can’t just say it. You have to get the people to say it to each other.” -James Farley, CMO Ford who do people trust? Tuesday, October 5, 2010
  8. 8. how social media is used Tuesday, October 5, 2010
  9. 9. 2009 Study how social media is used Tuesday, October 5, 2010
  10. 10. 2009 Study social media for marketing Tuesday, October 5, 2010
  11. 11. While Twitter and Facebook get the headlines, the dark horse social media organizations are turning to most as they look to the future is blogging. Some consider blogging “old” social media, but it has proven itself an effective communication tool. The ability to reach a mass audience with a personal point of view and invite comments is very powerful. old or new trend? Tuesday, October 5, 2010
  12. 12. Nearly nine out of ten journalists (89%) say they use blogs for online research. Only corporate websites (96%) are cited by more journalists as a source of online information. Blogs (64%) are the most frequently used social networking tool to publish, promote, and distribute what journalists write, followed closely by social networking sites (60%), and microblogging sites (57%). 2009 Social Media & Online Usage Study from George Washington University and Cision how social media impacts pr Tuesday, October 5, 2010
  13. 13. is your target market online? Tuesday, October 5, 2010
  14. 14. target market Tuesday, October 5, 2010
  15. 15. Social networking usage between April 2009 and May 2010: > Grew 88% among users aged 55-64 > 65 and older group’s presence grew 100% > Users aged 50 and older increased usage from 22% to 42% > 47% of 50-64 year-old users indicate they use social media > 26% of those over 65 indicated they use social media (Pew Internet & American Life Project) The fastest growing segment on Facebook is 55-65 year-old females target market Tuesday, October 5, 2010
  16. 16. facebook Tuesday, October 5, 2010
  17. 17. > Viral marketing on steroids > A second “website” on a network with a great number of users > A mass communications tool > A way for small businesses with limited budgets to reach the masses > Build strong brand loyalty why use facebook Tuesday, October 5, 2010
  18. 18. > More than 500 million active users > 50% of active users log on to Facebook in any given day > The fastest growing demographic = 35 years old and older > More than 10 million users become Fans of Pages each day > More than 700 billion minutes are spent per month on Facebook > Average American users spend 421 minutes [7 hours] on Facebook per month—more than Google, Yahoo, YouTube, Bing, Wikipedia + Amazon...combined current facebook trends Tuesday, October 5, 2010
  19. 19. facebook users want you online Tuesday, October 5, 2010
  20. 20. > Personal profile > Fan page [for business] > Community page > Group > Ads > Applications > Polls > Contests > Coupons > Cross-platform promotions—pull in other social media about facebook Tuesday, October 5, 2010
  21. 21. > Keep your personal profile separate from your business > Set a strategy and stick to it > Set up your official page for business—get a vanity url once you reach 25 followers [facebook.com/thinkcreativegroup] > Install applications to your page that are relevant > Get creative + make your page a resource—utilize polls, contests, coupons > Make sure you pull in your other social media—YouTube, blog, etc > Post a link to find you on Facebook on all of other tools [email signature, website, blog, Twitter, LinkedIn] using facebook Tuesday, October 5, 2010
  22. 22. twitter Tuesday, October 5, 2010
  23. 23. > Position yourself as the expert > Gain strategic partners > Stimulate thought and conversation by posting questions > Drive users to your blog, website, facebook page, etc. > Tie your Twitter and Facebook accounts together why use twitter Tuesday, October 5, 2010
  24. 24. > Microblog > 140 character “tweets” > Followers + Following > Main goal - gain followers > Hyperlinks are the key [can condense] > Follow the right people > Retweets [RT] about twitter Tuesday, October 5, 2010
  25. 25. > Start by following > Search on keywords and conversations > Tweet interesting, valuable + relevant information [not self-serving info] > Commit to tweeting frequently > Say nice things about people’s posts and publicly thank your followers > Hold contests > Use as customer support > Post a link to find you on twitter on all of your other tools [email signature, website, blog, Facebook, LinkedIn] using twitter Tuesday, October 5, 2010
  26. 26. > Blogs > LinkedIn > YouTube > HARO [Help A Reporter Out] > and many, many, many more! other tools Tuesday, October 5, 2010
  27. 27. monitor the conversations Tuesday, October 5, 2010
  28. 28. > Find audiences who care about your brand and products > Understand customer attitudes toward your brand and offerings > Identify passionate, authentic brand Influencers + activists > Generate awareness + build brand loyalty through customer engagement > Assess share of voice for your products + brand > Drive influential peer-to-peer, word-of-mouth promotion > Measure marketing + media campaign success > Cost-effectively resolve customer service issues > Uncover new product and feature opportunities why monitor the conversations Tuesday, October 5, 2010
  29. 29. Listen. Compare. Adapt. > Free alert tools—Google Alerts, Google Blog Search, socialmention > “Freemium” + “Lite” options— Alterian SM2, trackur, BrandsEye > Paid+ advanced options—Radian6, BrandWatch, truVOICE, hootsuite how to monitor the conversations Tuesday, October 5, 2010
  30. 30. golden rules for success Tuesday, October 5, 2010
  31. 31. > Create a strategy—start with your end goal > Be authentic and transparent > Be true to your brand and value proposition > Consistency from site to site > Listen first > Post relevant content > Engage your audience—be interesting and creative to get users involved golden rules for success Tuesday, October 5, 2010
  32. 32. > Always ask “what do my customers want and how can I engage them” > Become viewed as an expert > Tie it into other social media + traditional marketing/advertising efforts > Stop thinking campaigns and start thinking conversations > Successful companies in social media act more like aggregators and content providers than advertisers. > Be careful what you post > Measure progress and results > Don’t get sucked in golden rules for success 32 Tuesday, October 5, 2010
  33. 33. > Define your Purpose > Answer “How does this fit into my overall marketing/branding strategy?” > Define your goals > Create a strategy > Select your tools > Determine how you will monitor + measure success > Get started! get started Tuesday, October 5, 2010
  34. 34. 71% of companies say they plan to increase investments in social media by an average of 40% because: > low cost marketing > getting traction We don't have a choice on whether we do social media—the question is how well we do it. -Erik Qualman we really, really mean it... get started Tuesday, October 5, 2010
  35. 35. REMEMBER... Social media is not a fad. It is a fundamental shift in the way we communicate. The ROI of social media is that your business will still exist in five years. remember... 35 Tuesday, October 5, 2010
  36. 36. This presentation will be available online: > facebook.com/thinkcreativegroup > blog.thinkcreativegroup.com thank you 36 Tuesday, October 5, 2010
  37. 37. questions? Tuesday, October 5, 2010
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