Social media and your brandPresentation Transcript
SOCIAL MEDIA AND YOUR BRANDHow to use social media to support yourbrand
ABOUT ME AND WHY I’MDOING THIS SEMINAR TONIGHTA little about you and why you are here?
WHY SOCIAL MEDIA ISN’T GOING AWAY ANYTIME SOON?
PUSH ERA = SHOUTING FOR ATTENTION INTERRUPTION MARKETING
THE GAME HAS SHIFTED… TODAY WE HAVE TOO MUCH CLUTTER AND PEOPLE ARE BUSIER THAN EVER
PULL ERA = AN INVITATION TO HAVE YOUR ATTENTION PERMISSION MARKETING
PERMISSION MARKETING• Audience volunteers to be marketed to• Marketers get your full attention• It’s a long term, interactive marketing campaign
PERMISSION MARKETING• Anticipated- people look forward to hearing from you• Personal – the messages are directly related to theindividual• Relevant – the marketing is about something theprospect is interested in
THERE ARE 2 WAYS TO GET MARRIED.
YOUR AUDIENCE’S JOURNEY FROMSOMEWHERE TO YOU HAS ALSO CHANGED
1. People trust otherpeople more thanthey trust companies.2. Customer has the“power” (virtualmegaphone) handedto them so you want itto be positive message
THIS SHIFT IN MARKETING IS REALLY WHAT MAKES SOCIAL MEDIA RELEVANT TODAY
It’s about creating long-term, deep and authentic relationships with: Strangers – Friends – Customers Loyal Customers – Former Customers
YOUR BRAND IS NOT YOUR LOGO
“A brand is the sum of all the associations, feelings, attitudesand perceptions that PEOPLE have related to thetangible and intangible characteristics of a company, productor service.”Its about the connection, reputation and follow through thatcreate an emotional connection and relationship.Your brand is what PEOPLE think and feel and SAY about yourbrand.
WHERE DO I START DEVELOPING MY BRAND STRATEGY? START WITH THE PEOPLE.
FIRST ASK YOURSELF• Who owns my brand?• Do I know who they are?• Do I communicate with them already?• Do I know what they think and feel about us?• Can I leverage existing relationships?• Do I know the demographics and psychographic profiles?
NEXT ASK YOURSELF• What do I want people to think of me?• What do I want people to remember about me?• What can I promise to my audience?
DO I SEE CONSISTENT THEMES, IDEAS,EMOTIONS, OPPORTUNITIES, PROBLEMS?
UNDERSTAND HOW DO YOU DEFINE YOUR BRAND, SO YOU KNOW IF WHAT PEOPLE THINK OF YOUR BRAND IS REALLY WHO YOU ARE/WANT TO BE?
WHO AM I? Brand Vision – The FutureDo you have one? Have you captured it? Have you shared it? Is it inspirational?
WHO AM I? Brand Mission – The PresentAnswers the question why do we exist? (beyond making $)
WHO AM I? Brand ValuesWhat do we care about?
WHO AM I? Brand PositioningWhat makes us unique? Different? Interesting?
WHO AM I? Brand PromiseWhat are we committed to?
WHO AM I? Brand PersonalityWhat human traits do we want to represent?
SO LETS TALK SOCIAL MEDIA AND TIE THIS ALL TOGETHER.
SOCIAL MEDIA IS ALL ABOUT SHARING.SHARING CAN LEAD TO RELATIONSHIPS, TRUST AND CREDIBILITY.
YOUR ONLY JOB ON SOCIAL MEDIA IS TOFIGURE WHAT YOU SHARE, WITH WHOM YOU SHARE AND USING WHAT APPLICATIONS
Share your Expertise through ContentShare your Authority through Interaction Share your Message through Updates Share your Products through NetworksShare your Culture through Transparency Share your Inspiration through Curation
SOME TIPS ON SOCIAL MEDIA STRATEGY:
Think about applications as rooms
Don’t forget about your overallbrand/marketing/digital/web strategy
Have a central hub(website/blog/central social media tool)
Follow the principles of social media: Talk, Listen, Engage
Have a plan.
•Who is in charge of strategy? In-house or hire outside help?•What marketing goals is social media supporting?•Do I know my customers profile and where they spend timeonline?•What are others in my industry doing?•For each application what information should I share andhow often?•Who’s managing the content creation? More than 1 person?•How much time can you give to it?•Can we automate content thinking?•What do we want to measure?
SUMMARY: •Social media is relevant due to a shift in marketing•This shift gave customers more power to share and promote what matters most to them•When a brand and a person share the same values, interests etc we become connected • This connection creates a relationship between a person and a brand•Knowing your brand helps you know where the connections can be found and what will bond them • Social media facilitates this relationship by providing a space “room” for these interactions to deepen and grow