Social Media for Business Branding

#huzzah Brand Management for Business Heidi Miller, Social Media Consultant, www.heidi-miller.com @heidimiller http://proﬁle.to/heidimiller

Social Branding Strategy for Enterprise • Who do you want to reach? • Why? • What do you want them to do? • How can you help them? • How will you know when you’ve succeeded? • What are your current marketing goals? @heidimiller #huzzah

Where are your key inﬂuencers? • LinkedIn • Facebook • Twitter • Flickr • MySpace • Amazon reviews • iTunes • Forums @heidimiller #huzzah

Who are you trying to engage? @heidimiller #huzzah

% Growth of adults updating Twitter status @heidimiller #tcc10

Average of of SNS users by site @heidimiller #huzzah

Branding Basics @heidimiller #huzzah

Know your superpower @heidimiller #huzzah

What is your brand’s value proposition? @heidimiller #huzzah ... every employee should know this

What is your brand’s value proposition? • We help people who spend/enjoy/love _________ and who need ________ @heidimiller #huzzah ... every employee should know this

What is your brand’s value proposition? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ @heidimiller #huzzah ... every employee should know this

What is your brand’s value proposition? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ • Will enjoy _________________ @heidimiller #huzzah ... every employee should know this

What is your brand’s value proposition? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ • Will enjoy _________________ • While enabling ______________ @heidimiller #huzzah ... every employee should know this

What is your brand’s value proposition? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ • Will enjoy _________________ • While enabling ______________ • Compared to _______________ @heidimiller #huzzah ... every employee should know this

Trust your employees @heidimiller #huzzah

Trust your employees • Include them in the process @heidimiller #huzzah

Trust your employees • Include them in the process • Trust that employees being themselves will reﬂect well on your brand @heidimiller #huzzah

Trust your employees • Include them in the process • Trust that employees being themselves will reﬂect well on your brand • Don’t block social sites @heidimiller #huzzah

Trust your employees • Include them in the process • Trust that employees being themselves will reﬂect well on your brand • Don’t block social sites • Set up guidelines @heidimiller #huzzah

Trust your employees • Include them in the process • Trust that employees being themselves will reﬂect well on your brand • Don’t block social sites • Set up guidelines • Fewer guidelines is better @heidimiller #huzzah

Build brand reputation @heidimiller #huzzah

@heidimiller #huzzah

Be personal Be generous Be relevant @heidimiller #huzzah

Building Presence @heidimiller #huzzah

Building Presence • Blogs/podcasts @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events Share Facebook events @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events Share Facebook events Invite more people to Facebook events @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events Share Facebook events Invite more people to Facebook events Tag friends in photos @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events Share Facebook events Invite more people to Facebook events Tag friends in photos • Twitter @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events Share Facebook events Invite more people to Facebook events Tag friends in photos • Twitter ReTweet relevant, useful content @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events Share Facebook events Invite more people to Facebook events Tag friends in photos • Twitter ReTweet relevant, useful content Reply promptly @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events Share Facebook events Invite more people to Facebook events Tag friends in photos • Twitter ReTweet relevant, useful content Reply promptly Twitter events with hashtag @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events Share Facebook events Invite more people to Facebook events Tag friends in photos • Twitter ReTweet relevant, useful content Reply promptly Twitter events with hashtag Participate in Follow Friday @heidimiller #huzzah

Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events Share Facebook events Invite more people to Facebook events Tag friends in photos • Twitter ReTweet relevant, useful content Reply promptly Twitter events with hashtag Participate in Follow Friday • @heidimiller #huzzah Comment on LinkedIn group posts

Expose yourself @heidimiller #huzzah

Act like a person... not a brand @heidimiller #huzzah

Express personality @heidimiller #huzzah

Be personable... without being too personal @heidimiller #huzzah

3 Steps to Managing Your @heidimiller Online Brand #huzzah

Step 1: Monitor @heidimiller #huzzah

Set up Google alert www.google.com/alert Your name Your brand Your product or service Competitor’s names Issues Keywords @heidimiller #huzzah

1. Enter search term @heidimiller #huzzah

1. Enter search term 2. Choose Everything @heidimiller #huzzah

1. Enter search term 2. Choose Everything @heidimiller #huzzah 3. Enter email & create

Step 2: Set up proﬁles @heidimiller #huzzah

Proﬁle Basics • Use logo for Facebook Page • Use consistent, friendly, professional proﬁle photo everywhere else • Person’s face • No kids or pets • Create consistent one-line brand statement • Create consistent one-paragraph statement • Representatives should disclose company relationships • Use www.knowem.com to save name across SNS • Capture your brand or as close as you can get to it @heidimiller #huzzah

Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzah

Set brand + others as Wall default

Always let others post to your Wall

Say which humans are posting and listening

Link back to site(s) Give mission statement Give product info Say which humans are posting and listening

Your photos

Your photos Let others post photos, especially from events

General rule: keep videos fun and under two minutes

Tip: www.Animoto.com creates free, animated videos from your photos General rule: keep videos fun and under two minutes

Proﬁle do’s @heidimiller #huzzah

Proﬁle do’s Handle: Descriptive, shortest version of your brand @heidimiller #huzzah

Proﬁle do’s List brand name Handle: Descriptive, shortest version of your brand @heidimiller #huzzah

Proﬁle do’s List brand name Handle: Descriptive, shortest version of your brand List email so friends can ﬁnd you via email @heidimiller #huzzah

Proﬁle do’s @heidimiller #huzzah

Proﬁle do’s Link to brand website @heidimiller #huzzah

Proﬁle do’s Link to brand website Bio: list beneﬁt statment with keywords. If Twittering for a brand, say so. @heidimiller #huzzah

Step 3: Engage @heidimiller #huzzah

Shared Posting Tools •➡ www.cotweet.com Set up cotags ➡ Schedule Tweets ➡ Assign Tweets to team members ➡ Take and share notes on Twitter users •➡ www.hootsuite.com Set up cotags ➡ Schedule Tweets ➡ Schedule Facebook updates ➡ Get link stats

Tips for brand building • Be generous and gracious. Check your ego at the door. • Don’t be That Guy: no blatant self-promotion. Help others ﬁrst and most. • Set guidelines and trust employees to be personable without being too personal. • Be omnipresent: take advantage of cross- posting automation. • Be a nerd: track and measure everything. • Let employees be themselves. Don’t be a company. • Be patient: allow yourself to make mistakes. • Be generous with comments, praise, likes, opinions, responses and reTweets.

#huzzah Brand Management for Business Heidi Miller, Social Media Consultant, www.heidi-miller.com @heidimiller http://proﬁle.to/heidimiller

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Social Media for Business Branding

by Heidi Miller on Sep 21, 2010

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Social Media for Business Branding — Presentation Transcript