Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Socialising your brand 150410

596 views

Published on

Social media is regularly quoted as being a “top priority” for UK marketers. It’s very easy for businesses to enter the space through free social media platforms but it’s more difficult for many to see the value from it; especially with such pressure to make immediate returns. This presentation will explain why socialising your brand is important but takes dedication and the realisation that social media isn’t about broadcasting but interacting. It is the latest evolution of communication and is here to stay. How should a brand go about developing a social media strategy, executing it and tracking it? We’ll aim to give you a taster in this presentation.

Published in: Education
  • Be the first to comment

  • Be the first to like this

Socialising your brand 150410

  1. 1. I Spy social media clients 1
  2. 2. socialising your brand 2
  3. 3. what are the traits of a social brand? 3
  4. 4. constant interaction 4
  5. 5. transparency, authenticity and modesty 5
  6. 6. recognise problems and respond 6
  7. 7. take consumer ideas seriously 7
  8. 8. innovative websites 8
  9. 9. inspire customer loyalty 9
  10. 10. what can go wrong? 10
  11. 11. someone may say something stupid 11
  12. 12. a backlash could occur 12
  13. 13. a PR disaster 13
  14. 14. how can we avoid this? 14
  15. 15. accept the situation 15
  16. 16. be honest, transparent and modest 16
  17. 17. imagine your brand as a person 17
  18. 18. put out an honest apology 18
  19. 19. create a staff social media policy 19
  20. 20. the rules of social media 20
  21. 21. rule #1 – interacting not broadcasting 21
  22. 22. rule #2 – customer service = marketing 22
  23. 23. rule #3 – backlashes happen for a reason 23
  24. 24. rule #4 – communication evolves 24
  25. 25. rule #5 – value comes in many forms 25
  26. 26. creating a strategy 26
  27. 27. how do we create a strategy? ■ Brand monitoring / auditing phase ■ Workshops / brand Inductions / stakeholder meetings ■ Set clear objectives and measurements – “I want social media”, “Generate Buzz” isn’t good enough ■ Decide on processes and logistics and manage them ■ Review your objectives, processes and strategy regularly with the aid of analytics, brand monitoring and team meetings 27
  28. 28. how do we measure success? 28
  29. 29. direct traffic and conversions 29
  30. 30. sentiment 30
  31. 31. universal search positioning 31
  32. 32. consumer loyalty 32
  33. 33. consumer loyalty ■ A loyal customer will purchase your products over and over again ■ They will buy beyond traditional purchases, across product lines ■ They will refer your companies products to friends ■ They will become immune to the pull of the competition ■ They will give your company the benefit of the doubt when things go wrong – and stick up for you when there is a backlash 33
  34. 34. business intelligence 34
  35. 35. how do we measure success? ■ Direct traffic & conversions in web analytics ■ Buzz & sentiment online ■ Universal search positioning ■ Consumer loyalty ■ Business intelligence ■ What is your picture of success? 35
  36. 36. waterstone’s case study ■ Establishing Waterstone’s across social media ■ Going from 0 Twitter followers to 11,000+ ■ Going from 0 Facebook fans to 6,383 fans ■ Being seen as a leader in using Twitter effectively ■ Twinterview with Ant and Dec (and other famous authors) - 500 new followers on the day, huge buzz online ■ Picture This Flickr competition - 648 photos uploaded, 186 group members, 30 discussion topics, 734 comments (saved Waterstone’s money!) ■ Golden ticket competition with ten fantastic prizes ■ Tweet up in Piccadilly store ■ Driving referral traffic and converting into sales ■ April 2009 to January 2010: 62,000 visits from social media
  37. 37. questions? 37

×