Copyright 2010<br />3<br />SOCIAL MEDIA BRANDING<br />The definition, purpose and methodology of whatSocial Media is, what it does, and what it doesn’t do.<br />Overview<br />Review of some a few of the various mediums andplatforms that make up the Social Media sphere.<br />Mediums<br />From assessment to goals and expectations – acomprehensive strategy is what creates buzz.<br />Strategy<br />Tools, tips and tricks that will help youmake the most of your time.<br />Tools<br />Measurement is essential to building yourbrand effectively and tracking your success.<br />Tracking<br />
OVERVIEW<br />Social Media is simply a group of online communication tools.<br />Copyright 2010<br />6<br />The purpose of Social Media is to empower and enable conversations digitally.<br />Social networks are geared towardsone thing – to provide people with a way to reach out and connect.<br />Social Media strategy begins by defining your goals and then selecting the right tools to achieve those goals. <br />Social Media can help start conversations, create opportunities, and build relationships, but it does not replace marketing strategy.<br />
Copyright 2010<br />7<br />As Social Media already swarms of people discussing various business-related topics, the first step is to setup an effective Social Media presence for you and your company. These are the initial MEDIUMS I recommend for most businesses:<br />Website<br />RSS feed<br />News, comments<br />& activities<br />LinkedIn<br />Group and<br />discussions<br />FriendFeed<br />account and<br />group<br />Delicious<br />Social<br />bookmarking <br />Google Buzz,<br />Reader<br />Status updates,<br />aggregation and<br />feeds<br />Flickr<br />Pictures from<br />us and the web<br />Digg<br />Social<br />bookmarking <br />Facebook<br />Fan page<br />Slideshare<br />sharing<br />presentations<br />and documents<br />OpenID<br />Distributed<br />sign-in<br />Twitter<br />News, events<br />& activities<br />YouTube<br />For teasers<br />& video<br />
SETUP - Setup Social Media presence properly and strategically. Link different accounts to and between each other.<br />BUILD - Connect with people who are actively engaged in communities focused around your brand, industry and areas of interest. Collect and create interesting content for your network.<br />SPREAD- Share, re-share and comment on interesting topics and content. Link your activity to Social Media (web, events, community).<br />Copyright 2010<br />8<br />
LINKEDIN<br />Create Your Professional Profile<br /><ul><li> Build it like a resume, import your contacts from email/gmail/find friends, and upload your photo – try to stay consistent across all of your Social Media profiles.
Connect with group(s) you belong to professionally, support, or are interested in, or that relate to your topic and/or create your own group(s), if appropriate.
Ask questions, comment, share news, RSS feed your blog or other blogs into your group(s).</li></ul>Create Your Company Profile/Page<br />Copyright 2010<br />10<br />
FACEBOOK<br />Create Personal Profile<br /><ul><li> Claim your personal url(http://facebook.com/username)
Upload your profile photo, and your current contact info, employment, likes, interests, etc.</li></ul>Create Company Page (once you have 25 likes, you can claim your Vanity URL)<br /><ul><li> Ask questions, comment, share, re-share, tag people and organizations in posts, edify others, contribute
Search people, interests, topics and organizations that are of interest and “Like” their pages</li></ul>Copyright 2010<br />11<br />
TWITTER<br />Create Personal Profile Page<br /><ul><li> Choose twitter handle
Upload photo avatar, choose/create background, and complete bio and list contact info: website, blog, etc.
Tweet, retweet, share, #FollowFriday, use hashtags
Look for friends/colleagues/professional groups
Use lists feature to stay organized/edify others</li></ul>Create Company Profile & Company Twitter Handle<br />Copyright 2010<br />12<br />
STRATEGY<br />Copyright 2010<br />13<br /><ul><li>Assessment– Know where your customers hang out, and what their topics are
Media Selection – Identify the places and spaces you need to engage, based on customer demographic
Dialogue Framework – Define your conversation and response model to communicate
Resource Allocation – Allocate time and resources to participate
Create Engagement Plan – In terms of topics you would like to introduce and discuss with your market</li></li></ul><li>LINKING PROFILES<br />Copyright 2010<br />14<br /><ul><li> You can Link LinkedIn to Twitter by clicking on the Settings Tab in LinkedIn, selecting the Profile Settings Tab, and clicking on Twitter Settings. You can Link Twitter to Facebook or Link Facebook to Twitter by following the instructions at this URL – http://apps.facebook.com/twitter.
The main goal is to link all profiles and add value to the conversation outside of the website.
Then, you can ignite conversations directly through the website itself, driving traffic and building trust.</li></li></ul><li>LISTENING IS KEY<br /><ul><li> Join networking sites and start listening to your surroundings.
Figure out the trends and see how people are using each platform.
Check for your competitors and see what they’re up to.
Listening is an important part of social media and will help you remain current on trends, news and conversations.
To listen effectively, you need to have tools that allow you to view streams of your networks in one place.</li></ul>Copyright 2010<br />15<br />
Copyright 2010<br />16<br />CREATE & DISTRIBUTE<br /><ul><li> Content is king in Social Media, because it works as an ice-breaker and gives conversations direction.
You must be able to use tools to create interesting content and share them within Social Media.</li></ul>INVOLVE & ENGAGE<br /><ul><li> Listening is nothing, unless you are engaging
You need to comment on and discuss topics and keep track of it.
Tracking your activities allow you to manage your conversations and will prevent you from losing valuable contacts.</li></ul>STRATEGY<br />
Copyright 2010<br />17<br /><ul><li> Share, re-share and comment
Re-tweet, re-blog and comment on content, giving follow-ups to people who participate and helping the conversation grow.</li></ul>SHARE, SPREAD, PROMOTE<br /><ul><li> Link your activity to Social Media
As the goal is to bring people and engagement to get ideas flowing, what is crucial is to talk about all of the activities that relate to your brand.
Publish slides, videos and other visual content.
Promote, report and talk about your events, in a nice, informal way.
Promote, review and report about other related products and groups.</li></li></ul><li>Copyright 2010<br />18<br />A FEW TOOLS I RECOMMEND<br />Use http://www.xeesm.comto store all of your social media profiles in one secure place.<br />Use http://www.hootsuite.comto manage your social media profiles and setup scheduled posts.<br />Use http://www.socialoomph.comto track keywords/ mentions in twitter and setup revolving auto DMs.<br />Use http://www.google.com/alertsto manage keyword alerts and track mentions.<br />Use http://www.google.com/readerto manage RSS feeds.<br />
19<br />MEASUREMENT<br /><ul><li> Effective campaigns are always measured.
You need good tracking tools which will give you the basic statistics on the success or failure rate of your various campaigns.
These tools must be able to tell you which channels were most responsible for the traffic and which content was more popular.
For crude measurement Google Analytics works, but if you want to get a clear picture you need to search for better monitoring tools.</li></li></ul><li>Copyright 2010<br />20<br />REPORTING/MEASUREMENT TOOLS<br />http://sm2.techrigy.com/mainoffers free or paid social media monitoring and analysis<br />http://www.google.com/analyticsoffers free social media monitoring and analysis<br />http://hubspot.comoffers free or paid social media monitoring and analysis<br />http://grader.comoffers free grading reports for Websites (SEO), LinkedIn, Twitter, Facebook and more…<br />