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Sysomos tip sheet brand Document Transcript

  • 1. 8 WAYS TOBUILDYOUR BRANDUSING SOCIAL MEDIA
  • 2. 8 Ways to Build Your BrandUsing Social MediaSocial media has changed the way According to a 2011 study, 84 percent community managers. Their goal isour entire world works. Everyone of global brand executives feel their to take advantage of the incrediblehas an equal voice and immediate brand’s sociability is not up to world- opportunities available in the socialaccess to vast networks of friends class brand standards.1 space, like lead and sales generation,and followers. Customers are vocal real-time customer service and the—sometimes passionate—about the More companies, whether they are opportunity to identify and work withbrands, products and services they B2B or B2C, start-up or enterprise, brand evangelists.use, and what they like and dislike. are integrating social media intoFor marketers and PR professionals, their overall marketing plans and Here are 8 tips that Sysomosthis isn’t news. dedicating a line in their budgets for recommends to help build your brand resources like monitoring tools and with social media. 1. Socializing Your Brand: A Brand’s Guide to Sociability, Weber Shandwick and Forbes Insights TIP 1 Determine Goals for Your Social Media Engagement Hopping online without a focused plan is troublesome at best and disastrous at worst. Think about the goals you want to achieve by engaging in social media. Do you want to have conversations and provide customer service? Are you a retailer looking to drive sales? Is your business highly visual? Are you looking for brand advocates and influencers to help you extend your brand? All of these should be considered when setting goals. Once you have them in place, you can plan your social media strategy. 8 WAYS TO BUILD YOUR BRAND USING SOCIAL MEDIA 2
  • 3. TIP 2 Determine Your Online Brand Persona Before you get online, figure out how to • Your tone of voice: how you will be translate your brand in the social world. communicating online. Different social Your company already has a brand, so it’s channels lend themselves to different important to establish a “social media voice” tones; LinkedIn is more formal than that matches your brand’s personality. Twitter, for example. What to consider: • Your values or mission: what is the focus Once you’ve decided how your brand is going of your company; what do you do differently to live online, consider creating a handbook than the competition? or reference document. This will help create consistency between your online and offline • Your visual style and brand identity: presence and will be a valuable resource for your social media presence should be customer service, influencer outreach and consistent with your offline and traditional crisis communications. media presence.TIP 3 Decide On Your Platforms Facebook, Twitter, Google+, LinkedIn, Whatever your platform of choice, maintaining and Pinterest are some of the most popular a social media presence takes a lot of time; social platforms, but with hundreds to choose the more platforms you’re on, the more time from and new ones popping up almost every it takes. Not all platforms will be suited to day, how do you determine which ones are your needs, so it’s worth taking the time to best for you? figure out what channels suit your company’s product and message and best address the Remember the time you took to decide your needs of your customers and stakeholders. social media goals (see Tip 1)? Apply the same practice here. If you’re a retailer, Pinterest Social media monitoring tools like Sysomos or Facebook might be for you because of Heartbeat can help you locate where your the ability to share sales-related images and customers are talking and who’s sharing videos. Customer service-oriented companies information, whether they’re on blogs, may prefer the immediacy of Twitter. Facebook, Twitter or Pinterest. Once you’re armed with this information, you can focus your social media efforts and build your brand on the specific platforms that are best suited to your company. 8 WAYS TO BUILD YOUR BRAND USING SOCIAL MEDIA 3
  • 4. TIP 4 Get a Social Media Community Manager Just because your intern is young and is A community manager is vital to the success constantly “connected” doesn’t make him or of your social media strategy. Whether your her the best choice for handling your social organization has been at it a while or is just media strategy. To succeed in social media, starting its social media initiatives, knowing you need a dedicated social media community what to expect can help you avoid some of manager who knows your company and your the more common mistakes—and help ensure business well. your own success. Social community managers have been described as “A Jack of All Trades”. A successful community manager has They’re brand ambassadors, crisis managers, excellent communication skills, the ability customer service representatives, they handle to build rapport and connections, and a budgets, develop and write content. They do it keen awareness of your brand. He or she is all—online. essentially the “voice” of your company and plays a critical role in creating, growing and managing your organization’s online presence. The Online Community Manager “A Jack of All Trades” Brand Support Brand Situation Management Management Capture Brand Feedback Upgrades and Improvements Platform Software Know-How Features Selection Management Listen/Join Conversation Advertising Marketing Analysis & Marketing Impact ReportingPriority and Schedule Management Project Ad Rotation Documentation Management Recruiting Staff Team Building Development Staff Training Incorporation of Experience Product Product Selection Management Budgeting Business Goal Definition Outreach Planning Business Alignment Events Customer Incentives Management Control/Management Issue Management Community Moderation & Rule Enforcement Management Elicit Participation Networking Professional Rewards & Incentives Identification of Best Practices Attend Trade Events Management Content Content Plan Management Research & Insight Illustration adapted from blogs.zdnet.com/hinchcliffe 8 WAYS TO BUILD YOUR BRAND USING SOCIAL MEDIA 4
  • 5. TIP 5 Take Control of Your Customer Service Customer service is sometimes doesn’t care and is not listening to Do not delete negative seen as the “killer app” of social what its customers are saying. The media because it is an effective and goal of a community manager is to be reviews or feedback. immediate way to answer questions, proactive and reach out to customers. resolve problems, provide solutions These actions can turn a customer opportunities, and by deleting them, and reverse bad customer experiences. who merely likes a product into a you might miss the chance to turn Community managers monitor online brand advocate. negatives into positives, gain valuable conversations and keep an eye out for One key point: Do not delete negative feedback from a free focus group and certain positive or negative keywords. reviews or feedback. Negative even improve your brand’s reputation That’s just one small way they can feedback is perhaps the single most by being willing to acknowledge provide customer service. underrated opportunity for reputation mistakes and learn from them. To let a customer’s problem fester management the social web has to and go unanswered on a blog, Twitter offer. Publishing and responding or Facebook is asking for trouble to negative reviews opens the because it suggests your company door for several online marketingTIP 6 Have a Pre-determined Crisis Management Plan When something unexpected happens 1. Get real-time insight. Often crises 3. Stay alert. Ensure your community that could damage your company or can be managed effectively or even manager is notified when keywords brand, social media monitoring can defused by having real-time insight pop up in conversations. be a crucial tool to handle the crisis. into what’s happening, knowing the 4. Empower your people. Your It could be a matter of becoming key issues and discovering who is community manager needs to be aware of a situation as it is developing leading the conversations. Social able to take action without waiting as opposed to learning about it when media monitoring tools let you keep for permission. The reference guide there is a full-blown problem. track of potential negative words that in Tip 2 will be important. are popping up around your brand. Social media monitoring also lets This real-time information allows you 5. Be proactive. Don’t wait for customers you provide valuable and relevant to take charge of a potential crisis to reach out if you see a crisis. Reach information to mitigate the situation and control the outgoing message. out to them and offer solutions. This in a proactive and engaged way. can turn them into brand advocates 2. Make sure you’re listening. A properly and extend your brand’s reputation. Here’s what you need to do to have configured social media monitoring your brand ready for a crisis: platform lets you stay on top of positive and negative conversations about your company. 8 WAYS TO BUILD YOUR BRAND USING SOCIAL MEDIA 5
  • 6. TIP 7 Build Relationships with the Media You can’t build your brand without building Journalists and bloggers use Twitter to find relationships. People use social media to trends and sources. Follow the journalists share ideas and conversations and you have and bloggers you would like to pitch—their to participate to get the most for your brand. tweet stream will be a wealth of information about their activity. Retweet them and answer It’s not just your customers who are questions should they put out any queries. Comment on any pertinent tweets they post, important in your brand-building efforts. offer expert sources for their stories should The media plays a critical role too. they ask. Talk to them even when you don’t have an announcement. Journalists like Where to start finding the people to build knowing what’s going on. relationships? It’s not just your customers who are important in your brand-building efforts; the media plays a critical role in helping you shape your social media brand. 8TIP Find Influencers It’s a simple fact: tapping into the vast Whether you’re sitting down with your clients network of influencers will help you sell more or launching your company’s social media of your products or services. marketing initiatives, it’s the influencers who you try to target, knowing that if you develop A social media influencer is someone with a good relationship with them, their word-of- a lot of online clout who leads conversations mouth recommendations will influence others and shapes opinions about organizations and to buy. brands. You can identify major influencers by how socially active they are, how organically their messages are reposted or re-tweeted, You can learn more about how to find and how many followers they have, the influence leverage true social media influencers for of their networks and how connected they your organization from our previous are in general. Tip Sheet: Getting Social Influencers Talking About You. 8 WAYS TO BUILD YOUR BRAND USING SOCIAL MEDIA 6
  • 7. The Bottom LineSocial media presents an enormous potential for brand Tapping into the social web’s tremendous opportunitiesbuilding. The vast majority of global executives know it’s takes enterprise-wide commitment. Use these tips asno longer a question of whether to socialize their brands a starting point for developing your own “world-class”but how best to do it. They know that the quality of their practices and creating an authentically social brand.organizations’ online presence is a key contributor to itsoverall reputation and success. About Sysomos Sysomos, a Marketwire company, brings business intelligence to social media, providing instant and unlimited access to all social media conversations to quickly see what’s happening, why it’s happening, and who’s driving the conversations. Through the use of contextual text analytics and data mining technology, Sysomos collects data from blogs, Twitter, social networks, forums, video sites and major news sources. Our products give you the ability to quickly discover the tone of the conversations and identify sentiment by gender, age and location. PHONE WEBSITE 1.866.483.3338 sysomos.com SALES/GENERAL INQUIRIES BLOG contact@sysomos.com blog.sysomos.com MEDIA INQUIRIES TWITTER media@sysomos.com @sysomos FACEBOOK facebook.com/sysomos 8 WAYS TO BUILD YOUR BRAND USING SOCIAL MEDIA 7