Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
Harnessing Social Media To Build Brand
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Harnessing Social Media To Build Brand

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Presentation given to partners of White Label Dating around the importance of building a brand and how social media is critical to this.

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  • I had a scenario with a friend where they had an issue with LastMinute.com. Having sent 4 emails to their customer service deptartment, they still hadn't received a response. When told of the situation, my automatic response was to ask whether they had a Twitter account. Having found they did and replied to them, a response was received within an hour.

    This isn't a nice to have any more, people are coming to expect it.
  • It's not too late, brands are just realising they need to be active, this is the time to act.

  • But basically it's the tools that allow engagement and interactions between people.
  • It's not about creating a profile on Twitter and Facebook and thinking you're done. It's about continually energising and engaging to get people talking about your brand.
  • Engagement = Conversion.

    Build personal relationships in real-time.

    React immediately.

    This will provide you with insight that large organisations would spend hundreds of thousands to get.

    It'll distinguish you from the competition and will encourage word of mouth - the best form of marketing.

  • If the content you provide is interesting and original, your community will spread it throughout the web. In turn, this is great for your search rankings.


  • There are so many tools out there. Using all of them ineffectively is worse than no presence at all. Choose the right tool for the right audience. Let's take a look.

  • As you can see, Facebook tends to be an older demographic, MySpace & Bebo tend to be younger teens and worth avoiding. Twitter spreads nicely across the same demographic but is spreading rapidly through teens and the older generation.

    The other sites are different mediums and depend on the interests of your target audience.



  • Let's take a closer look.


  • Ensure that you add interesting, relevant content.



  • Strength = Likelihood of your brand being mentioned in social media.
    Passion = Likelihood of those talking about your brand doing it repeatedly.
    Sentiment = Ratio of mentions that are generally positive to negative.
    Reach = Measure the range of influence. No. of unique visitors / total mentions

    SocialMention.com is a great way of monitoring how many people are mentioning your brand and the sentiment behind it.
  • Ensure that you add interesting, relevant content.
  • The groups are set up by members of your target audience rather than official companies.

  • With Twitter, you have to be specific with your search terms due to the volume and regularity of content. Be prepared to trawl depending on what you're searching for esepcially depending on your brand name.
  • You can search using the preferences you determine.
  • Searching discussions is more likely to bring up forums and blogs rather than published websites.

  • Let's take a look at Facebook.


  • Be sure to ask friends to become fans to begin with - even ask if they're able to suggest to their friends.
    Cross promote on other social networks.

    Clearly link from your splash page and comms.
  • It's a great way of putting your brand in front of eyes whilst in an environment that's social and that they're already comfortable with.
  • The main benefit here is that it's seen as an official source and the anonymity - anyone can have one, no matter which site you run.




  • Match has quite a good Facebook page, although they could do with more content to spark engagement. Most of the activity revolves around success stories, but they always make the effort to respond to comments.
  • Adding photos of the team humanises the brand and gives people faces to associate themselves with.
  • Integrating Facebook, Twitter and hashtags for trends to create competetions and generate activity for competition raises awareness, increases followers and keeps members engaged.
  • Creating content around the demand of the audience. Gives members a sense of ownership and belonging.
  • Just posting links is not conducive for anyone and is purely broadcasting rather than engaging.
  • An empty page is often worse than no page at all - showing members that you don't understand them and don't value conversation.
  • Twitter...
  • So let's take a look at what it actually is!
  • Using Twitter to purely promote and post links to your site will mean that you won’t gain quality followers and your efforts will be wasted.

    Auto-bot responses should always be avoided as this defeats the object of engagement and is more likely to cause harm to your brand.

    Remember you only have 140 characters... the longer your link the harder it is for people to re-tweet your content.
  • These stats show you the amount of people that you’re following, the amount of followers that you have and the number of lists that you appear on.
  • This is the way of accessing mentions of your username, whether that’s responses or brand mentions etc.
  • This is where you will access your direct messages.
  • This is where you can see who has re-tweeted your content.
  • Use this box to search for key terms that may be of interest to respond to... this is also a great way of finding followers that are talking about content that is of interest to you.
  • Trending topics are shown here. Click on any of the topics to take you through to the tweets mentioning the topic.
  • Choose to reply or re-tweet. I'd be more tempted to copy and paste with RT @username and the message as this allows you to include your own comments.

  • Your bio will often be displayed in Twitter directories. This is your chance to persuade people whether you're worth following or not, whether it's a brand a/c or you're tweeting on behalf of your brand.
  • People will be notified as soon as you follow them, so they’re likely to follow you back if your tweets are interesting.

    If content is targeted towards the audience you’d like to appeal to, they’re more likely to follow.

    Re-tweeting content will notify the originator that you’ve re-tweeted and raise awareness of you as well as building social capital.

    Interesting links will soon get you known as the must-follow person for good content
  • Using Twitter to purely promote and post links to your site will mean that you won’t gain quality followers and your efforts will be wasted.

    Auto-bot responses should always be avoided as this defeats the object of engagement and is more likely to cause harm to your brand.

    Remember you only have 140 characters... the longer your link the harder it is for people to re-tweet your content.
  • Make sure that you're operating effectively before scaling and monitoring. Always set yourself targets against which to work.
  • In my opinion, Peashoot is worth it's weight in gold and a good investment - especially if you include your Google Analytics code.


  • Whether you decide to be brand or the voice behind the brand, it needs to be consistent and the brand needs to be out there!

    This is a great example of being personal but representative of the brand. Great contact details and insight to the brand.
  • Although the branding is not great here, the way they approach customer service is amazing. They're in touch with their users and fully engaged.
  • A great balance between engagement and cross promotion. Clever placement of the URL on the cup. Nicely branded.
  • Great information promotion of the Facebook page.

    Consistent and professional branding.

    Re-tweeting mentions and adding comments.
  • Whilst branding may be good, it's purely broadcasting links.

    Poor username!
  • No branding.

    Should be displayed as HorseAndHound.

    No engagement.


  • Blogs provide a great tool to show yourself as being a real thought leader with something worthwhile to say. Topics should remain relevant to the target audience but this also provides you with a communication method of talking directly with your audience or providing quick updates to them that would otherwise take too long to add to your site.

  • Strategically thinking about your keywords to ensure that your site is delivered for your intended audience’s searches are critical.
  • Clever placement of the keywords will ensure that your site increases it’s performance in search engine rankings. However, it’s always important to remember that content is being written for your readers and so the posts must have some purpose other that purely for SEO purposes.

  • With RSS readers being the source of many people’s intake, getting the title punchy and attention grabbing is key - think of it as being like an email title.
    Regularity is really important and having scheduled content often means that your readers learn to expect content at a particular time of the week. If you aren’t able to do this yourself, consider paying a ghost writer.
    Through archiving old posts, you’ll soon develop a large portal of similarly themed content.
  • The type of Wordpress that you use i.e. .org or .com will be determined by whether you’ll be hosting your own blog (as part of your site) in which case you’ll need .org or whether you’ll have them host it (as a standalone) where you’ll need .com










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