Z:\ Other\Smo\Presentations\Socialising Your Brand 150410

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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.

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Z:\ Other\Smo\Presentations\Socialising Your Brand 150410

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

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