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How to (and not to) Use Social Media to Build Your Brand
 

How to (and not to) Use Social Media to Build Your Brand

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An introduction to different types of social media and how brands can use them to engage with your consumers and support your marketing goals.

An introduction to different types of social media and how brands can use them to engage with your consumers and support your marketing goals.

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How to (and not to) Use Social Media to Build Your Brand How to (and not to) Use Social Media to Build Your Brand Presentation Transcript

  • How to (and not to) Use Social Media  to Build Your Brand
      • Why Social Media?
      •  
      • Understand the Tools
    •  
      • Create Your Roadmap
    •  
      • Get Started
    •  
      • Best Practices
    •  
      • Build Your Success
    Agenda
  • Why Social Media?
  •   Why Social Media: Time Spent
    • 2/3 of the Internet population visit a social network
    • Accounts for almost 10% of all internet time
    • 37% use social networking sites daily
    • Mass audience that is pre-segmented
  •   Why Social Media: Time Spent
    • Social networks/blogs now 4th most popular online category
    • Twice the growth of other most popular sectors
  •   Why Social Media: Time Spent
    • Time spent on social media growing 3x faster than overall online time
    • Facebook time increased by 566% in 2008
  • Why Social Media: Technographics
    • Use technographics of target market to create strategy
  • Why Social Media: Engage Consumers
    • Don’t intrude on social space – become a part
    • Provide value
    • Users are not passive
      • Co-creators of content
    • Focus on building relationships
    • Word-of-mouth
  • Understand the Tools
  •   Understand the Tools Social Networks Blogs Video Podcasts Ratings & Reviews Social Bookmarking Social Media
  •   Understand the Tools: Social Networks
  • Understand the Tools: Social Networks
    • Pros:
      • Direct communication with consumers
      • Monitor buzz in real time
      • Interact with consumers where they spend time
      • Build relationships
    • Cons:
      • Lack of control
      • Messaging can be perceived as intrusive or pushing
  • Understand the Tools: Social Networks
  • Understand the Tools: Blogs
    • 25% of online consumers read blogs
    • 14% comment on blogs
    • 36% think more positively about companies with blogs
  • Understand the Tools: Blogs
    • Pros:
      • Informal messaging
      • Monitor buzz in blogosphere
      • Blogger outreach & engagement
      • Improve brand image
    • Cons:
      • Less of a two-way street
      • Lack of control
  • Understand the Tools: Social Bookmarking
  • Understand the Tools: Social Bookmarking
  • Understand the Tools: Social Bookmarking
  • Understand the Tools: Social Bookmarking
    • Pros:
      • Monitor community
      • Consistent engagement
      • Increase traffic
      • Internal use
    • Cons:
      • Not a great tool for direct selling
      • Less of a two-way street
      • Lack of control
  • Understand the Tools: Video Sharing
    • 29% of online consumers watch user-generated video
  • Understand the Tools: Video Sharing
    • Pros:
      • Personalizing the brand
      • Increase brand loyalty
      • Creating a dynamic personality
    • Cons:
      • Lack of value can backfire
      • No comment control
      • Can be difficult to measure ROI
  • Understand the Tools: Ratings & Reviews
    • 18% of online consumers participate in discussion forums
    • Number of reviews has a positive impact on sales
    • 76% of customers use online reviews when making purchases
  • Understand the Tools: Ratings & Reviews
  • Understand the Tools: Ratings & Reviews
  • Understand the Tools: Ratings & Reviews
    • Pros:
      • Positive effect on sales
      • Use customer enthusiasm
      • Brand community
      • Leverage with manufacturers
    • Cons:
      • Risk of bad reviews
  • Understand the Tools: Podcasts
    • 11% of online consumers listen to podcasts
  • Understand the Tools: Podcasts
    • Pros:
      • Ease of use for consumers
      • Personalize the brand
      • Provide value to consumers
    • Cons:
      • Minimal conversation
  • Create Your Roadmap
  •   Create Your Roadmap
    • 1. Assess business goals & objectives
    • 2. Decide how social media can be used to achieve goals
    • 3. Designate appropriate social media tools
      • Based on: capabilities, pros/cons, target audience
    • 4. Outline tactics for engagement
      • Begin by spending time in the community
  • Get Started
  •   Get Started
    • Get comfortable
      • Dedicate 15 minutes each day
      • Learn about each tool
      • See how users interact in communities
  •   Get Started
    • Week 1: Apply Social Media to your personal interests
      • Sign up for one or two media sites
      • Begin reading/visiting/using the tools as they apply to your life
  •   Get Started
    • Week 2-4: Listen
      • Set up Alerts in Google Reader
        • Your company name
        • Your competitors names
        • Anything you are interested in
      • Spend a few weeks just monitoring what people are saying
  •   Get Started
    • How to begin
      • Google Alerts
        • www.google.com/alerts
        • Request emails with certain keywords (ex: company name)
      • Delicious
        • Bookmark any relevant emails Google Alerts sends you
      • Begin searching to monitor buzz of your brand
        • search.twitter.com, facebook.com, blogpulse.com
  •   Get Started
    • Stepping Up
      • Claim your name
        • Register your personal name and corporate name at all social networking sites
        • When you are ready to begin, they’ll be there
      • Begin engaging
        • Respond to tweets or questions
        • Post a blog
        • Comment on others posts about you
  • Best Practices
  •   Best Practices: Define Your Personality
      • What's best for your business?
      • Match your goals
      • Maintain cohesive personality across social media platforms
  •   Best Practices: Pitfalls to Avoid
    • Thinking of social media as a “campaign”
    • Fake profiles
    • One-way conversation
    • Not responding
      • Ex: Motrin
  •   Best Practices: The Smartwool Experiment
    • Consumer was dissatisfied with her socks
    • Began a blog: The Smartwool Experiment
      • “ Charting the wear and tear on four pairs of Smartwool socks.”
    • Blog ranks #1 on Google for search “how long do smartwools last”
    • Smartwool response read like a press release & blamed consumer
  •   Best Practices: The Smartwool Experiment
    • Competitor Darn Tough followed through with a package of four pairs of socks for blogger
    • Now receiving packages to review from other competitors
  • Build Your Success
  •   Build Your Success: Publicize
    • Link to your social media presence
      • On your homepage
      • In email communication with customers
      • On every social media profile
  •   Build Your Success: Define & Measure Success
    • What does success look like for your brand?
    • Measuring ROI
      • Increase in brand loyalty (repeat customers)
      • Stronger brand image and customer relationship
      • Increased buzz about product or brand
      • Traffic from Channel to Site
        • Many web statistics tools are incorporating social media into their offerings
      • Number of fans/followers/subscribers
      • Increased conversions
      • Increase in registrations
      • Google Page rank
  • Build Your Success: Comcast on Twitter
  • Thank You