The Three A\'s of Social Media Branding

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Bob Cargill\'s Presentation for the New Hampshire Creative Club on Tuesday, September 22, 2009

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The Three A\'s of Social Media Branding

  1. 1. Bob Cargill Copywriter, Creative Director and Social Media Marketer September 22, 2009
  2. 2.  Introductions  Social Media and Social Media Marketing  The Three A’s of Social Media Branding 1. Ability 2. Affability 3. Availability  The Social Media Branding Tool Kit ◦ Blog ◦ Twitter ◦ LinkedIn ◦ Facebook  Other Social Media Tools – Flickr, YouTube, etc.  Social Media Branding Role Models  Resources and Questions
  3. 3. “Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings.” Source: Wikipedia
  4. 4. “Social media marketing is a form of Internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media. Most programs involve some form of building an idea or brand awareness, increasing visibility, encouraging brand feedback and dialogue as well as possibly selling a product or service.” Source: Wikipedia
  5. 5. 1. Ability
  6. 6. Don’t underestimate what it takes to be proficient in social media. It doesn’t take years of schooling to write what you’re doing in 140 characters or less, but it does take more than a modicum of talent to earn the respect and reputation that you need to be successful on Twitter and other social media properties. The fact is that the most acclaimed practitioners in this space are specialists, authorities and knowledge leaders not just online, but in their physical lives as well. They are visionaries who are renowned for their expertise wherever they go, people who are able to articulate their thoughts such that they resonate with, if not inspire, the masses.
  7. 7. 2. Affability
  8. 8. Skills alone will only get you so far in social media. You need to humanize your brand identity. Those who are most popular in social media are those who have the best “bedside manners,” the most engaging personalities. They are amiable and congenial, generous and kind, people who are as good at listening as they are teaching, as humble and humorous as they are confident in their abilities. They are people like Chris Brogan, Paul Chaney, Joseph Jaffe, Steve Rubel, Ann Handley, Beth Harte, Yvonne DiVita, Susan Hanshaw and Sarah Merion, among others.
  9. 9. 3. Availability
  10. 10. Like a physician on call, to be appreciated by your constituents in social media is to be open for business practically 24/7. No, you’re not saving lives, but you are demonstrating that you are responsive and attentive to those who want to connect with you. It’s one thing to establish a presence in the blogosphere as well as on Twitter, Facebook and LinkedIn. But if you want to be looked up to as the real deal that you are in this space, you have to be on the grid more often than not and be prepared to lose a little sleep.
  11. 11. •Co-author, “Trust Agents” •President of New Marketing Labs •His blog is ranked #3 in the Advertising Age Power 150 •Approaching 100,000 followers on Twitter
  12. 12. •Over 800,000 results for his name in Google •Author of the bestselling career book, Me 2.0: Build a Powerful Brand to Achieve Career Success” •Founder of the Personal Branding Blog, the #1 job blog by Careerbuilder in 2008
  13. 13. 1. Do you believe in the two principles of social media, authenticity and transparency? 2. Does your company’s culture allow for, if not encourage, entrepreneurialism and innovation? 3. Are you comfortable with inclusive, informal dialogue among all levels of employees and between your organization and others, possibly even detractors?
  14. 14. 4. Do you understand that to be successful with blogging and other forms of social media communications, you need to listen, engage and become an active, generous member of the “community” at large? 5. Are you prepared to devote the time, energy and resources to creating quality, relevant content on an ongoing basis, which you will commit to sharing – for the most part, unconditionally – with the social web?
  15. 15. 1. Transparent 2. Authentic 3. Engaging 4. Responsive 5. Extemporaneous 6. Conversational 7. Succinct 8. Considerate 9. Selfless 10. Generous
  16. 16. Either you’ve already developed a strong brand and using social media to extend it is easy, but risky…
  17. 17. …or your brand is weak and using social media to strengthen it is a challenge, but necessary.
  18. 18. 1. Be real before being virtual. 2. Know your baseline. 3. Start with the basics. 4. Connect real with virtual. 5. Enhance and maintain.
  19. 19. “A New Marketing Commentator” was the first blog ever to receive an award – a Gold – from the New England Direct Marketing Association at its 2006 awards show.
  20. 20. “Markets Are Conversations.” The Cluetrain Manifesto The End of Business as Usual By Rick Levine, Christopher Locke, Doc Searls, David Weinberger 2000
  21. 21. “The essential lesson is that every day it gets easier to tighten the relationship you have with the people who choose to follow you.” Seth Godin Page 35 Tribes
  22. 22. 1. Instructional – Write about your specific area of expertise and, ideally, include a few outbound links to corroborating material found elsewhere.
  23. 23. 2. Informational – If you have any news to share, whether it relates to the organization you work for or is just something you've heard about in the industry, blogging about it is a great way to spread the word.
  24. 24. 3. Entertaining – All work and no play can make yours a very dull blog. So every once in a while, find something amusing or even comical to feature in your posts.
  25. 25. 4. Reviews – Whatever books, magazines, articles and, yes, blogs you read...if they could be of interest to your constituents, they're worth your candid critiques.
  26. 26. 5. Analysis – List the pros and cons of an important industry trend or development and give readers your take on its merits (or lack thereof).
  27. 27. 6. Opinion – Express your honest feelings about a topic or issue that would be of interest to your colleagues, clients and anyone else who is reading your blog.
  28. 28. 7. Diaries – Give readers an idea of what you do during a typical day on the job. Or tell them how you and your team pulled off – from start to finish – a successful initiative. Authenticity and transparency will add to your credibility and help build your own personal brand.
  29. 29. 8. Findings – If you have numbers, charts, graphs or any other information that will help your audience develop and fine-tune their respective skill sets and "best practices,“ don't hesitate to share.
  30. 30. 9. Interviews – Put on your journalist's hat and pose a few questions to a notable industry expert, then post the Q&A on your blog.
  31. 31. 10. Accolades – Offer kudos to award-winners and knowledge leaders, even if they're competitors. Flattery will get you, well, maybe a new friend in the one who you praise.
  32. 32. 11. Questions – Take a strong position on a hot topic or issue and ask your readers whether they agree. Some bloggers, such as SMM king Chris Brogan, frequently close their posts with a question or two, which invariably results in a number of good comments.
  33. 33. 11. Case Studies – Real-world examples, whether your own or not, help illustrate and reinforce your blog's value proposition.
  34. 34. 13. Multi-Part Articles – If one post alone won't do your topic justice, consider breaking up your thoughts into a series of posts, bringing readers back for more time and again.
  35. 35. 14. Polls – Conduct a survey on something topical and reveal the results down the road.
  36. 36. 15. Lists – Finally, you can simply add up all the reasons for doing something – anything – and turn your list into a long post like this one.
  37. 37. •Wrote for “Laid Off and Looking,” a Wall Street Journal blog •New Director of Marketing and Social •Media at Second Time Around •Produced successful social media program, “ShopUp”
  38. 38. •Nationally-renowned job-seeker •Uses LinkedIn, Twitter, Facebook, Blog,etc. •Conducts Find-a-Job Giveaway Contest
  39. 39. “Twitter is a free social networking and micro blogging service that allows its users to send and read other users’ updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length.” Source: Wikipedia
  40. 40. Twitter is often referred to as micro-blogging and therefore benefits users in many of the same ways as blogging…  Thought Leadership  Reputation Management  Search Engine Optimization  Yes, Branding….
  41. 41.  Determine Your Objectives – Branding, Conversation, Traffic, Sales  Develop a Plan  Identify the Owner(s)  Listen and Learn  Reach Out to Others  Share Your Knowledge  Be Yourself  Make the Commitment
  42. 42. 1. News and Informational 2. Educational 3. Questions 4. Status Updates 5. Retweets 6. Links to Articles, Events, Resources, etc. 7. Random and Personal 8. Replies/Conversation (DM and @ Messages) 9. Broadcasting Live Events 10. Promotional *And More
  43. 43. Some folks use their Twitter accounts mainly to disseminate news and information, whether it’s about their own organization or not. For instance, I’ll often write tweets about what I deem significant industry developments and trends. I’ll read something interesting then share it with my followers, doing them the service – at least that’s my intent – of identifying must-read stories.
  44. 44. 1. News and Information
  45. 45. To be successful on Twitter, you have to be generous in your sharing of knowledge and expertise. Those with the most followers are looked up to and depended on for their ability to teach and to lead, for their willingness to commit the time necessary to helping others succeed.
  46. 46. 2. Educational
  47. 47. Any good conversationalist knows that a great way to show an interest in people is to ask questions of them. Well, as it goes with your offline relationships in the physical world, so it goes on Twitter. Ask followers to introduce themselves to you or “crowdsource” your next presentation. People love to give you their opinions, especially on Twitter.
  48. 48. 3. Questions
  49. 49. Let your followers know what you’re up to at the moment, whether you’re about to give a big presentation, get on a plane, buy a new book, jog a few miles or attend your child’s Little League baseball game. In describing such activities, both professional and personal, you’re helping others get acquainted with you. And more people do business with those they know and trust.
  50. 50. 4. Status Updates
  51. 51. This is something you can – and should – employ occasionally as a tactic on Twitter. To retweet is to copy and paste someone else’s tweet that you like and deem worthy of repeating, making sure to place the initials RT in front of his or her handle, such as RT @chrisbrogan. You’ll benefit from repurposing someone else’s good content, and they’ll be flattered that you appreciated their tweet enough to share it with your own audience.
  52. 52. 5. Retweets
  53. 53. While it’s not necessary to share a link every time you tweet, it’s a fairly common practice on Twitter. After all, given the fact that you have just a sentence or two to get your message across, it’s only natural you would want to link to supporting material, including your own. I use Tiny URL to shorten my links, by the way, but there are many other such tools to help you perform the same task.
  54. 54. 6. Links
  55. 55. To reveal your personality on Twitter is to be successful on Twitter. To be faithfully followed, it’s absolutely necessary. You don’t want to be predictable, formulaic or all business all the time. If you tweet outside of the box now and then, you’ll pique the curiosity of your constituency. And maybe even grow on them.
  56. 56. 7. Random
  57. 57. What many of those who are tweeting for the first time don’t realize is just how conversational this medium can be. Like instant messaging or an online chat room, Twitter can be used to communicate back and forth between one another. Placing the @ symbol before someone’s handle is the way to reply to him or her publicly, while a direct message, or DM, is how you would respond privately to that individual.
  58. 58. 8. Replies
  59. 59. Another good service you can provide to your followers is to broadcast live from industry events that you attend. In doing so, you’re reinforcing your position as a thought leader and expert, someone who recognizes the importance of staying current and cutting edge. Like a reporter on the scene, you’re also serving as a conduit of information on behalf of the source, propagating their interesting content to those who may not have seen it otherwise. Everyone wins.
  60. 60. 9. Broadcasts
  61. 61. While Twitter can be used to toot your own horn, if you’re perceived as too self-promotional, your efforts will backfire. Like any other social media channel, Twitter should be used primarily for listening and conversation, for sharing generously with others. But that’s not to say you can’t use it for marketing and sales. Just pick your spots carefully, linking back to your own content, products and services only every so often, not all the time.
  62. 62. 10. Promotional
  63. 63. •27,000+ tweets and 37,000+ followers •Ranked third on Google •Pistachio (Laura Fitton) Consulting (authors of “Twitter for Dummies”)
  64. 64. LinkedIn is an interconnected network of experienced professionals from around the world, representing 170 industries and 200 countries. You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goals.
  65. 65. 1. Establish a Profile 2. Join and Start Groups, Sub-Groups 3. Ask and Answer Questions 4. Promote Your Reading List 5. Share Links to Good Articles 6. Post Status Updates 7. Connect With and Recommend Others 8. Conduct Polls 9. Share Presentations 10. Import Blogs *And Much More
  66. 66. •Named one of “35 unique •entrepreneurs that are changing the world” (Rise to the Top) •Produces and hosts video podcast •Developing social networking site with Tony Robbins
  67. 67. Facebook, formerly The Facebook, is a free-access social networking website that is operated and privately owned by Facebook, Inc. Users can join networks organized by city, workplace, school, and region to connect and interact with other people. People can also add friends and send them messages, and update their personal profiles to notify friends about themselves. Source: Wikipedia
  68. 68. 1. Establish a Profile 2. Build a Community (Fan Pages and Groups) 3. Lead Conversations 4. Post Notes 5. Conduct Polls and Contests 6. Display Work 7. Deploy Applications 8. Stage Events 9. Share Links to Great Articles 10. Post Video, Audio and Pictures * And Much More
  69. 69. http://www.youtube.com/watch?v=paXZADAm3wI http://tinyurl.com/bobcargill
  70. 70.  Flickr. This is “almost certainly the best online photo management and sharing application in the world.”  YouTube. This is a video sharing website where users can upload, view and share video clips.  Google Reader. Google Reader constantly checks your favorite news sites and blogs for new content. Whether a site updates daily or monthly, you can be sure that you won't miss a thing.  Google Analytics. Use Google Analytics to learn which online marketing initiatives are cost effective and see how visitors actually interact with your site. Make informed site design improvements, drive targeted traffic, and increase your conversions and profits.
  71. 71.  Yammer. This tool allows you to post short messages (like Twitter) in the form of one feed that lives in a central location and is exclusive to those working at the same company.  FriendFeed. Consolidates all of your social media activities into one aggregated feed which you can customize and share with others. (Also known as Lifestreaming.)  Posterous. Posterous lets you post things online fast using email. You email us and we reply instantly with your new posterous blog.  Ning. Allows you to create your own “private-label” social network – see http://www.amaboston.org/ for a great example of how the tool can be used
  72. 72. •Best-selling author of 10+ marketing books •Internationally-renowned new marketing guru •“He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings”
  73. 73.  Social Media Marketing: An Hour a Day ◦ Dale Evans  Me 2.0 ◦ Dan Schawbel  Join the Conversation ◦ Joseph Jaffe  Tribes ◦ Seth Godin  Trust Agents ◦ Chris Brogan and Julien Smith
  74. 74.  Best Social Media Advice from This Site (Chris Brogan) ◦ http://www.chrisbrogan.com/best-social-media-advice-from-this-site/  100 Personal Branding Tactics Using Social Media (Chris Brogan) ◦ http://www.chrisbrogan.com/100-personal-branding-tactics-using- social-media/  The Social Media Marketing Blog (Scott Monty) ◦ http://www.scottmonty.com/  Mashable (All That’s New on the Web) ◦ http://mashable.com/
  75. 75.  Micro Persuasion (Steve Rubel) ◦ http://www.micropersuasion.com/  Personal Branding Blog (Dan Schawbel) ◦ http://personalbrandingblog.com/  The Top 50 Social Media Blogs of the Year (2008) ◦ http://www.evancarmichael.com/Tools/Top-50-Social-Media-Blogs- 2008.htm  Top 150 Social Media Marketing Blogs ◦ http://blog.ecairn.com/2008/11/06/top-150-social-marketing-blogs/  Internet Marketing Secrets and Strategies ◦ http://www.internet-marketing-strategies-and-secrets.com/
  76. 76. 1. Ability. The most acclaimed practitioners in this space are specialists, authorities and knowledge leaders not just online, but in their physical lives as well. They are visionaries who are renowned for their expertise wherever they go, people who are able to articulate their thoughts such that they resonate with, if not inspire, the masses. 2. Affability. Skills alone will only get you so far in social media. You need to humanize your brand identity. Those who are most popular in social media are those who have the best “bedside manners,” the most engaging personalities. They are amiable and congenial, generous and kind, people who are as good at listening as they are teaching, as humble and humorous as they are confident in their abilities. 3. Availability. Like a physician on call, to be appreciated by your constituents in social media is to be open for business practically 24/7. No, you’re not saving lives, but you are demonstrating that you are responsive and attentive to those who want to connect with you.
  77. 77. •Co-author, “Trust Agents” •President of New Marketing Labs •His blog is ranked #3 in the Advertising Age Power 150 •Approaching 100,000 followers on Twitter
  78. 78. •Over 800,000 results for his name in Google •Author of the bestselling career book, Me 2.0: Build a Powerful Brand to Achieve Career Success” •Founder of the Personal Branding Blog, the #1 job blog by Careerbuilder in 2008
  79. 79. •Wrote for “Laid Off and Looking,” a Wall Street Journal blog •New Director of Marketing and Social •Media at Second Time Around •Produced successful social media program, “ShopUp”
  80. 80. •Nationally-renowned job-seeker •Uses LinkedIn, Twitter, Facebook, Blog,etc. •Conducts Find-a-Job Giveaway Contest
  81. 81. •27,000+ tweets and 37,000+ followers •Ranked third on Google •Pistachio (Laura Fitton) Consulting (authors of “Twitter for Dummies”)
  82. 82. •Named one of “35 unique •entrepreneurs that are changing the world” (Rise to the Top) •Produces and hosts video podcast •Developing social networking site with Tony Robbins
  83. 83. •Best-selling author of 10+ marketing books •Internationally-renowned new marketing guru •“He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings”
  84. 84. If you have any questions about social media… Bob Cargill Cargill123@gmail.com www.twitter.com/cargillcreative www.linkedin.com/in/bobcargill www.facebook.com/bobcargill www.anewmarketingcommentator.com 978-375-1334 Anytime!!!

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