Top10 social media tactics of savvy brands

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This whitepaper covers the top ten most common social media practices for brands. It presumes that marketers are interested in growing their brands and that they recognize the value of social media.

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Top10 social media tactics of savvy brands

  1. 1.     S  O  C  I  A  L    M  E  D  I  A    I  N  S  I  G  H  T  S   The  Top  Ten  Social  Media  Tactics  of     Savvy  Brands     To  be  perfectly  clear,  we  don’t  advocate  putting  tactics  before  strategy  but  this   whitepaper  presumes  a  couple  of  key  points.  The  first  presumption:  as  a  person   responsible  for  a  brand,  one  of  your  major  objectives  is  to  grow  your  brand.  And   consequently,  the  second  presumption:  one  of  your  major  brand  building  strategies   is  to  engage  people  through  social  media*.  So  with  that  goal  and  strategy  in  mind,   here  are  some  basic  and  effective  ways  to  practice  good  brand  building  through   social  media.     1. Create  a  brand  presence  on  niche  social  media  sites  as  well  as  the   primary  social  media  channels.  Kinda  step  one,  really.  If  you  want  to  use   these  channels,  you’ll  need  to  create  some  kind  of  presence  for  yourself.  If   you  haven’t  already,  you  should  start  with  Facebook,  YouTube,  and  Twitter.   And  then,  depending  on  what  kind  of  audience  your  brand  clicks  with,  you   should  consider  other  social  media  sites  like  Flickr,  MySpace,  Google+,   StumbleUpon,  Delicious,  Amazon,  Plaxo,  Squidoo,  etc.       This  represents  a  mere  fraction  of  the  hundreds  of  unique  social  media  sites  available.     2. Regularly  post  on  Facebook,  Twitter,  YouTube  and  your  niche  social   media  sites.    So,  you  have  to  do  a  little  more  then  just  register  with  these   sites  and  fill  out  a  few  forms.    You  need  to  be  active.  A  good  way  to  start  is  to   begin  blogging  about  topics  of  interest  to  the  audience  your  brand  usually   connects  with.    Then  post  links  to  your  blog  on  your  Facebook  and  Twitter   page.  It’s  even  better  if  you  are  able  to  video  blog  your  content.  YouTube  was   built  with  this  in  mind.     3. Build  a  presence  on  Facebook  (or  YouTube)  that  rivals  your  brand’s   website.  Remember  when  everyone  said  it  was  a  good  idea  to  have  a   website?  That  same  wisdom  applies  to  Facebook  today.  Look  at  it  this  way:   Facebook  is  used  by  more  people  than  Google.  It’s  used  more  than  email  for   sending  messages.  It  is  where  everybody  is  today.  The  best  part  is,  Facebook   has  made  it  easy  for  brands  to  build  multiple  pages  of  branded  interactive   content  right  in  the  middle  of  their  community  at  no  cost.   numantra  •  2900  Gateway  Dr.,  Suite  620,  Irving,  Texas  75063  •  214.635.2300  •  numantra.com  
  2. 2.       You  can  find  some  great  examples  of  brands  building  meaningful  experiences  on  Facebook  by   visiting  facebook-­‐studio.com.     4. Create  incentive  based  promotions  that  increase  Facebook  Likes  for  the   brand.  Think  of  Facebook  Likes  as  the  equivalent  of  opt-­‐ins  to  your  house   list.  You’ve  already  discovered  the  importance  of  building  your  own   customer  database,  right?  Well,  Facebook  Pages  are  built  with  the  same  idea.   You  get  people  to  sign  up  with  your  brand  when  they  “Like”  your  page.  And   then  you  manage  that  relationship  with  regular  messages  and  offers  through   your  Facebook  posts.  One  benefit  this  has  over  the  old  method  of  database   marketing  is  the  viral  aspect  —  people  automatically  share  your  message   with  all  of  their  like-­‐minded  friends  when  they  “Like”  your  posts.     Here’s  an  example   from  TomTom’s   Facebook  page  where   they  offer  access  to   video  content,  a   sweepstakes,  and  free   music  just  for  Liking   their  page.       5. Drive  traffic  from  your  website  and  other  marketing  materials  to  your   social  media  pages.  Those  social  media  pages  are  designed  to  capture  so   much  data  and  intelligence  —  the  number  of  people  engaged  with  your   brand,  their  preferences,  their  comments,  their  requests,  and  their   connections.  Wherever  your  brand  is  reaching  its  audience  –  whether  it’s   online,  through  traditional  media,  or  mobile  media  –  those  brand   engagements  should  be  driven  to  your  social  media  pages  whenever  possible   so  you  can  bring  those  people  into  a  more  robust  relationship  with  your   brand.  And  so  you  can  add  their  information  and  interaction  to  your  ever-­‐ growing  customer  database.   numantra  •  2900  Gateway  Dr.,  Suite  620,  Irving,  Texas  75063  •  214.635.2300  •  numantra.com  
  3. 3.       6. Integrate  Facebook  and  Google  +1  plug-­‐ins  into  your  content  to  attract   endorsements.  When  someone  follows  your  brand  on  a  social  media  page,  it   is  an  implied  endorsement  of  your  brand.  And  it  is  an  influential   endorsement  of  your  brand  as  well.  Thanks  to  applications  like  Facebook   Social  Plugins,  when  people  visit  your  site,  they  can  see  how  many  people   Like  your  brand  and,  specifically,  how  many  of  their  friends  Like  your  brand.   And  even  more  specifically,  which  of  their  friends  Like  your  brand.     We  use  Facebook  Social  Plugins  on  each  page  of   the  Numantra  website  to  show  visitors  how   many  people  Like  Numantra  including,   specifically,  a  selection  of  some  of  their  friends.           7. Optimize  video  posts  for  search.  If  you  have  video  content,  you’ve  probably   already  posted  your  videos  to  a  YouTube  channel.  Maybe  you’ve  also   uploaded  them  to  Facebook  or  even  Vimeo.  But  that’s  not  nearly  enough.   There  are  around  two-­‐dozen  video-­‐serving  social  media  websites  that  can   help  get  your  videos  distributed  to  more  people.  You  can  improve  your   results  by  uploading  your  script  with  every  video  posting.  The  script  will   provide  a  variety  of  important  keywords  and  search  terms  that  increase  your   search  results  on  the  video  site  where  you’ve  made  your  posts.     8. Follow  influential  people.  One  major  aspect  of  social  media  is  influence.   You  want  to  grow  your  brand’s  reach  and  you  want  to  encourage  word-­‐of-­‐ mouth  referrals  to  your  brand.  When  you  build  relationships  with  people   who  have  large  social  networks,  two  things  will  happen.  One,  they  will  begin   to  talk  positively  about  your  brand.  And  two,  you  will  gain  access  to  their   network.  This  means  that  when  they  comment  on  your  posts  and  comments,   everyone  in  their  network  is  exposed  to  the  dialogue  and  invited  to  join  the   discussion.       “Influencers”  like  Pete  Cashmore  at  Mashable  can  help  lead  you  into  discussions  which  are   important  to  your  brand.   numantra  •  2900  Gateway  Dr.,  Suite  620,  Irving,  Texas  75063  •  214.635.2300  •  numantra.com  
  4. 4.       9. Send  thank  you  messages  to  your  followers  that  include  a  call  to  action   to  further  engagement  with  the  brand.  Your  response  to  people  who   choose  to  follow  your  brand,  comment  on  your  posts,  and  retweet  your   messages  is  critical  to  your  overall  success.  People  are  looking  for   engagement.  It’s  what  makes  social  media  compelling  in  the  first  place.  So   when  people  reach  out  to  your  brand  but  get  no  response  they  lose  interest   almost  immediately.  Be  sure  to  respond  quickly  and  include  an  invitation  for   further  engagement  when  you  do.  For  example,  when  someone  chooses  to   follow  your  Twitter  account,  use  Direct  Message  to  send  a  thank  you  message   and,  if  possible,  a  reward  like  a  special  offer  or  discount.  Or  maybe  something   like  a  free  whitepaper  they  can  download.  You  get  the  idea.       Direct  Messages  like  this  through  Twitter  allow  you  to  thank  your  followers  and  reward  their   good  support.     10. Create  interesting  content.  Content  is  still  king.  You  have  to  develop   content  that  is  interesting  to  your  audience.  You  have  to  be  interesting  if  you   want  people  to  follow  your  brand  and  share  your  message  with  their   networks.  Developing  a  blog  with  a  real  mission  and  message  is  a  good   starting  point.  Keep  in  mind  that  half  measures  will  fail.  People  will  recognize   unauthentic  efforts.  So  be  sure  to  dedicate  time  and  resources  to  your  social   media  efforts.  It  will  only  be  a  waste  of  money  if  you  do  this  half-­‐heartedly.  So   jump  all  the  way  in.       *If  you  aren’t  currently  using  social  media  as  a  way  to  build  your  brand,  please  contact   us  for  a  free  consultation.  We  can  show  you  specific  examples  of  how  your  business   vertical  is  effectively  using  social  media  to  build  brands  and  we  will  work  with  you  to   identify  specific  opportunities  for  your  own  brand.  Please  contact  Dave  Evans  at     214-­‐635-­‐2220  or  at  devans@numantra.com  to  schedule  your  free  consultation.   numantra  •  2900  Gateway  Dr.,  Suite  620,  Irving,  Texas  75063  •  214.635.2300  •  numantra.com  

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