Brand Promotion & Reputation Management w/ Social Media

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I was recently asked to be part of a panel discussing social media to a group of business owners at a South Missouri Business Expo, but found out later that I had a scheduling conflict so I had to decline. I was really looking forward to this engagement, as was my wife who says I never take her anywhere! In addition to being a panelist for an open Q&A session, I was also asked to do a breakout session of my choosing regarding social media.

The topic of my breakout session was going to be Brand Promotion and Reputation Management using Social Media. I figured for the sake of archiving my thoughts and providing my readers with some original content that I would share my thoughts and presentation here… I realize that this presentation casts a pretty large, or broad net, but it was my intention to give more of an overview and drill down some key techniques for brand and reputation management as well as product promotion. Here are the slides from the presentation:

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  • Given the fact that most business owners are not as familiar with social media as those of us inside the industry or that follow it closely, my first few minutes were going to be spent defining social media.  I broke this out into the following areas based on conversation types:
  • This section of my presentation is dedicated to more or less coaching business owners to get involved, and what kind of presence they need to have.  I used a couple of corporate examples in my presentation as to how social media is being used.  Since I haven’t gotten permission from these corporations to include them in my presentation, I won’t mention them here.  I also go over, in very basic terms the types of social presence that I feel are necessities.
  • This section of my presentation is dedicated to more or less coaching business owners to get involved, and what kind of presence they need to have.  I used a couple of corporate examples in my presentation as to how social media is being used.  Since I haven’t gotten permission from these corporations to include them in my presentation, I won’t mention them here.  I also go over, in very basic terms the types of social presence that I feel are necessities.
  • Once I have covered the high points of creating a presence on both Facebook and Twitter I then go into the third portion of my presentation which deals specifically with the management of these tools.  I seperate Facebook and Twitter and cover the following areas…
  • Once I have covered the high points of creating a presence on both Facebook and Twitter I then go into the third portion of my presentation which deals specifically with the management of these tools.  I seperate Facebook and Twitter and cover the following areas…
  • In this section of my presentation I more or less define the customer experience and show how they can best locate negative customer experiences that might have already occurred.  I do a Twitter search for a couple of popular brands or products and point out a few negative experiences that should be addressed.  In this section I also demonstrate how to setup and manage a discussion forum inside Facebook, and emphasize how advantageous it is to manage a discussion inside of Facebook as opposed to the “open web” where there is little power to correct or remove negative comments.I also demonstrate how a simple Google search can yield a lot of information about a brand or product and enlighten the group on how critical this mass compilation of user generated content on blogs, message boards, and review websites, can be when a person is looking to make a purchase.  I also cover how to best counter this information and leave a good impression of your product.
  • In closing, I go over the differences between managing a website and managing a social presence.  I also make mention of the fact that several large corporations are hiring “social media specialists” in addition to their in-house IT people who manage websites.  I stress the differences between the two web presences and emphasize the importance of being punctual in returning dialogue with potential customers as well as providing support to your existing client base.I also emphasize the fact that content has an extremely long lifetime and that brand management is a lifelong process that requires a lot of dedication and skill.  At this point of the presentation I was going to open up for questions that the group might have…
  • Open for Questions / Comments
  • Tell About Me, Pleth, etc.
  • Last Slide…
  • Brand Promotion & Reputation Management w/ Social Media

    1. 1. Social Media: Brand Promotion & Reputation Management<br />Presented By:<br />Cotton Rohrscheib<br />
    2. 2. Social Media: Brand Promotion & Reputation Management<br />Social Media Conversation Types<br />Social Networks are ongoing conversations. <br />There are three types of social conversations.<br /><ul><li>Long Conversations = Facebook, MySpace
    3. 3. Short Conversations = Twitter
    4. 4. Distant Conversations = Blogs, Message Boards, etc.</li></li></ul><li>Social Media: Brand Promotion & Reputation Management<br />Establish a Presence on Facebook<br /><ul><li>The Largest Social Network (over 300 million users)
    5. 5. The Fastest Growing Advertising Network (contextual, relevant)
    6. 6. The Best Free Tools for Promoting Your Business:
    7. 7. Pages (Promote Products, Discussions, More, etc.)
    8. 8. Groups (Promote Products, Discussions, More, etc.)
    9. 9. The Best Place for Open Discussions (outside your website)
    10. 10. The Mobile Application (iPhone, Blackberry)
    11. 11. The Best Way to Build Community for Your Brand
    12. 12. Carryover Users to Your Website (FBConnect)
    13. 13. Friend Recommendations (growth user base)
    14. 14. Shared Content (increased exposure)
    15. 15. I predict Facebook will become the “Google” of social networks</li></li></ul><li>Social Media: Brand Promotion & Reputation Management<br />Establish a Presence on Twitter<br /><ul><li>Extremely Fast Growing Social Network
    16. 16. Extremely Open for Connecting w/ New People (-vs- Facebook)
    17. 17. Free Tool for Promoting Your Business:
    18. 18. Promote Your Content (RSS Feeds)
    19. 19. Find New Customers (One on One Discussions)
    20. 20. Support Existing Customers (One on One Discussions)
    21. 21. Locate Potential Consumers (Advanced Search Tools)
    22. 22. Open Discussions (keep your tweets balanced)
    23. 23. The Mobile Applications (iPhone, Blackberry)
    24. 24. As Twitter continues to Evolve, we continue to find new uses…</li></li></ul><li>Social Media: Brand Promotion & Reputation Management<br />Monitor Distant Conversations<br /><ul><li>Keep Google Eyes (Constantly Search for Your Brand)
    25. 25. Blogs / Websites (Opinions, Reviews, etc.)
    26. 26. Forums / Message Boards (Support, Reviews, etc.)
    27. 27. Your Competitor Presence (Where are they?)
    28. 28. Socially Bookmark / Tag Your Content (Digg, Delicious, etc.)</li></li></ul><li>Social Media: Brand Promotion & Reputation Management<br />Facebook Advice / Best Practices<br /><ul><li>Promoting Your Brand / Products / Services
    29. 29. Establishing a Fan Base / Group Members
    30. 30. Frequent Communications w/out Overdoing it…
    31. 31. Discussion Boards
    32. 32. Wall Posts
    33. 33. Know When to Message
    34. 34. Keeping Your Customer Base Happy
    35. 35. Fast Service + Resolutions = Happy Customers</li></li></ul><li>Social Media: Brand Promotion & Reputation Management<br />Twitter Advice / Best Practices<br /><ul><li>Making Friends & Finding Followers
    36. 36. Promoting Your Brand / Products / Services
    37. 37. Personal Communications
    38. 38. @replies and DM’s (be transparent, consistent)
    39. 39. Pushing Content via RSS Feed
    40. 40. Don’t overdo your automated content
    41. 41. Show that you are “real people”
    42. 42. Keeping Your Customer Base Happy
    43. 43. Fast Service + Resolutions = Happy Customers</li></li></ul><li>Social Media: Brand Promotion & Reputation Management<br />Be Proactive: Look for Trouble…<br /><ul><li>Utilize Search to locate conversations
    44. 44. Facebook: Are there existing groups, fan pages?
    45. 45. Twitter: What are people tweeting about you?
    46. 46. Utilize Social Bookmarks
    47. 47. Digg & Delicious: Great SEO Juice, Relevance
    48. 48. Customer Reviews on Amazon, eBay, etc.
    49. 49. Amazon: Check Customer Reviews Frequently
    50. 50. eBay: Strive for High Approval Rating</li></li></ul><li>Social Media: Brand Promotion & Reputation Management<br />Be Dedicated…<br /><ul><li>Social Media Content Changes Daily, Hourly, etc.
    51. 51. Setup a Monitoring / Management Plan
    52. 52. Be Consistent (Never Leave them Hanging)
    53. 53. Designate Trained, Capable People as Managers
    54. 54. Social Media Managers are hot commodities
    55. 55. Don’t be afraid to Outsource
    56. 56. What is Your Competition Doing?
    57. 57. Competitions, Discounts, Promotions, etc.</li></li></ul><li>Social Media: Brand Promotion & Reputation Management<br />What to Expect & Tips for Success…<br /><ul><li>Social Saturation Takes Time, Be Patient!
    58. 58. Don’t expect immediate ROI
    59. 59. Promote Your Social Presence Every Opportunity You Have…
    60. 60. Encourage Customers to Post Content…
    61. 61. Have them Blog, Write Reviews, Recommendations
    62. 62. Utilize Customer Reviews (Repost, Retweet, etc.)
    63. 63. Manage Your Social Following Carefully
    64. 64. Don’t overdo it, or try to hard!
    65. 65. Think Outside the Box…</li></li></ul><li>Social Media: Brand Promotion & Reputation Management<br />Thanks for Attending…<br /><ul><li>Questions & Comments
    66. 66. Good Luck!
    67. 67. PresentationSlides: http://cottonrohrscheib.com/blog</li></li></ul><li>Social Media: Brand Promotion & Reputation Management<br />About Me…<br /><ul><li>Partner / Co-Founder of Pleth, LLC
    68. 68. Web Design, Development, Managed Hosting
    69. 69. Business Class Email Solutions
    70. 70. Social Marketing & Consulting
    71. 71. Social Media Consultant / Blogger
    72. 72. Twitter: @cottonr
    73. 73. Blog: The Cotton Club http://cottonrohrscheib.com
    74. 74. Developer (over 10 years experience)
    75. 75. For More Information:
    76. 76. http://pleth.com
    77. 77. http://powersitedesign.com
    78. 78. http://cottonrohrscheib.com
    79. 79. http://facebook.com/cottonr
    80. 80. Telephone: 888-276-0848
    81. 81. Email: cotton.rohrscheib@pleth.com</li></li></ul><li>Social Media: Brand Promotion & Reputation Management<br />

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