Social Media for Business Branding

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Social Media Brand Management for business. First given at Huzzah! Social Search and Revelations, Seattle, 9-21-10, sponsored by Wappow!

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  • Social Media for Business Branding

    1. 1. #huzzah Brand Management for Business Heidi Miller, Social Media Consultant, www.heidi-miller.com @heidimiller http://profile.to/heidimiller
    2. 2. 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
    3. 3. Where are your key influencers? • LinkedIn • Facebook • Twitter • Flickr • MySpace • Amazon reviews • iTunes • Forums @heidimiller #huzzah
    4. 4. Where are your key influencers? • LinkedIn • Facebook • Twitter • Flickr • MySpace • Amazon reviews • iTunes • Forums @heidimiller #huzzah
    5. 5. Who are you trying to engage? @heidimiller #huzzah
    6. 6. % Growth of adults updating Twitter status @heidimiller #tcc10
    7. 7. Average of of SNS users by site @heidimiller #huzzah
    8. 8. Average of of SNS users by site @heidimiller #huzzah
    9. 9. Average of of SNS users by site @heidimiller #huzzah
    10. 10. Average of of SNS users by site @heidimiller #huzzah
    11. 11. Average of of SNS users by site @heidimiller #huzzah
    12. 12. Average of of SNS users by site @heidimiller #huzzah
    13. 13. Branding Basics @heidimiller #huzzah
    14. 14. Know your superpower @heidimiller #huzzah
    15. 15. What is your brand’s value proposition? @heidimiller #huzzah ... every employee should know this
    16. 16. What is your brand’s value proposition? • We help people who spend/enjoy/love _________ and who need ________ @heidimiller #huzzah ... every employee should know this
    17. 17. 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
    18. 18. 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
    19. 19. 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
    20. 20. 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
    21. 21. Trust your employees @heidimiller #huzzah
    22. 22. Trust your employees • Include them in the process @heidimiller #huzzah
    23. 23. Trust your employees • Include them in the process • Trust that employees being themselves will reflect well on your brand @heidimiller #huzzah
    24. 24. 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
    25. 25. 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
    26. 26. 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
    27. 27. Build brand reputation @heidimiller #huzzah
    28. 28. @heidimiller #huzzah
    29. 29. Be personal Be generous Be relevant @heidimiller #huzzah
    30. 30. Building Presence @heidimiller #huzzah
    31. 31. Building Presence • Blogs/podcasts @heidimiller #huzzah
    32. 32. Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics @heidimiller #huzzah
    33. 33. Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs @heidimiller #huzzah
    34. 34. Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments @heidimiller #huzzah
    35. 35. Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook @heidimiller #huzzah
    36. 36. 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
    37. 37. 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
    38. 38. 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
    39. 39. 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
    40. 40. 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
    41. 41. 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
    42. 42. 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
    43. 43. 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
    44. 44. 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
    45. 45. 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
    46. 46. 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
    47. 47. 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
    48. 48. Expose yourself @heidimiller #huzzah
    49. 49. @heidimiller #huzzah
    50. 50. Act like a person... not a brand @heidimiller #huzzah
    51. 51. Express personality @heidimiller #huzzah
    52. 52. @heidimiller #huzzah
    53. 53. Be personable... without being too personal @heidimiller #huzzah
    54. 54. 3 Steps to Managing Your @heidimiller Online Brand #huzzah
    55. 55. Step 1: Monitor @heidimiller #huzzah
    56. 56. Step 1: Monitor @heidimiller #huzzah
    57. 57. Set up Google alert www.google.com/alert Your name Your brand Your product or service Competitor’s names Issues Keywords @heidimiller #huzzah
    58. 58. 1. Enter search term @heidimiller #huzzah
    59. 59. 1. Enter search term 2. Choose Everything @heidimiller #huzzah
    60. 60. 1. Enter search term 2. Choose Everything @heidimiller #huzzah 3. Enter email & create
    61. 61. Step 2: Set up profiles @heidimiller #huzzah
    62. 62. 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
    63. 63. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzah
    64. 64. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzah
    65. 65. Set brand + others as Wall default
    66. 66. Always let others post to your Wall
    67. 67. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzah
    68. 68. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzah
    69. 69. Say which humans are posting and listening
    70. 70. Link back to site(s) Give mission statement Give product info Say which humans are posting and listening
    71. 71. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzah
    72. 72. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzah
    73. 73. Your photos
    74. 74. Your photos Let others post photos, especially from events
    75. 75. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzah
    76. 76. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzah
    77. 77. General rule: keep videos fun and under two minutes
    78. 78. Tip: www.Animoto.com creates free, animated videos from your photos General rule: keep videos fun and under two minutes
    79. 79. Profile do’s @heidimiller #huzzah
    80. 80. Profile do’s Handle: Descriptive, shortest version of your brand @heidimiller #huzzah
    81. 81. Profile do’s List brand name Handle: Descriptive, shortest version of your brand @heidimiller #huzzah
    82. 82. Profile do’s List brand name Handle: Descriptive, shortest version of your brand List email so friends can find you via email @heidimiller #huzzah
    83. 83. Profile do’s @heidimiller #huzzah
    84. 84. Profile do’s Link to brand website @heidimiller #huzzah
    85. 85. Profile do’s Link to brand website Bio: list benefit statment with keywords. If Twittering for a brand, say so. @heidimiller #huzzah
    86. 86. Profile do’s Link to brand website Bio: list benefit statment with keywords. If Twittering for a brand, say so. @heidimiller #huzzah
    87. 87. Profile do’s Link to brand website Bio: list benefit statment with keywords. If Twittering for a brand, say so. @heidimiller #huzzah
    88. 88. Profile do’s Link to brand website Bio: list benefit statment with keywords. If Twittering for a brand, say so. @heidimiller #huzzah
    89. 89. Step 3: Engage @heidimiller #huzzah
    90. 90. 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
    91. 91. 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.
    92. 92. #huzzah Brand Management for Business Heidi Miller, Social Media Consultant, www.heidi-miller.com @heidimiller http://profile.to/heidimiller

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