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Building A Brand With Social Media


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Building A Brand With Social Media is a presentation I gave at IM Spring Break 2009 in Florida. It covered the over arching needs for thinking about how to springboard your efforts to help optimize the brand building process via social media.

Published in: Technology, Business

Building A Brand With Social Media

  1. 1. Building a Brand With Social Media Brian Chappell Social Search Strategist
  2. 2. Do You Know Your Target Audience?
  3. 3. Social Media is Not a Salt Shaker Social Media can not be an after thought Has to be thought of at the core of your marketing initiatives Clients who want a “viral factor” after the fact are much less likely to succeed
  4. 4. There is No Cookie Cutter Approach To Building Brands in Social Media
  5. 5. Teach Social Media
  6. 6. Extend Your Brand Off Of Your Site Secure Your Names Create accounts everywhere but don’t spend time everywhere.
  7. 7. Social Media Mindshare Mindshare: People start remembering you after seeing you 8 times
  8. 8. Monitor and Interact in Real Time 2 Types of Brands That Monitor: • Corporate Mega Brands • Everyone Else Tools for Smaller Brands: < 1k mentions • Custom RSS Feed Mashup • Yahoo Pipes • TweetDeck • Etc. • Trackur • WhosTalkin Tools for Larger Brands: > 1k mentions •Radian6 •TruCast
  9. 9. Social Monitoring Benefits Social Monitoring benefits: • Product development • Customer service • SEO / Marketing Initiatives • Monitor your competition
  10. 10. Don’t Forget about SEO  SEO is paramount – integrate unique campaign names that users can remember and search for in Google – and find. If you utilize Mini Sites make sure they are search friendly and that you utilize SEO 101 basics, pass link juice back to the main site. Make your off site assets rank, create concepts that allow them to easily rank for your Branded terms
  11. 11. Empower Your Customers Your marketing campaigns should utilize your customers Let them build the ad, create your ideas, implement new products offerings Success Stories
  12. 12. Success Stories Success Stories RoboPult Video helped them sell 35,000 energy drinks and had to backorder 40k more based off of this one video that cost them 1,000 dollars to make. Continue to create viral videos that target their demographic
  13. 13. Where’s the ROI?
  14. 14. ROI Calculation Brand Views - comment counts, views, engagement statistics Video • Social Networks • Blogs • Micromedia • • Weight each channel accordingly allowing you to establish a benchmark
  15. 15. Summary  Orchestrate a social marketing campaign at the base level – social media is not a condiment and there is no cookie cutter approach.  Protect your brand and create assets across the web as you see fit  Keep tabs on your competition and your brand health through social monitoring  Integrate your customer base into your marketing initiatives. Create Brand loyalists
  16. 16. Thank You Blog Twitter @brianchappell on Twitter Email