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How to Build Your Brand with Content and Social Media by Susan Gunelius of KeySplash Creative, Inc.


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Branding, social media, and content marketing presentation by Susan Gunelius, President & CEO of KeySplash Creative, Inc. ( and author of 10 marketing-related books, and delivered at the January 16, 2013 Quarterly Meeting of Florida Main Street (a part of the Florida Department of State Division of Historical Resources).

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How to Build Your Brand with Content and Social Media by Susan Gunelius of KeySplash Creative, Inc.

  1. 1. How to Build Your Brand with Content and Social Media Susan Gunelius President & CEO Winter Quarterly Meeting January 16, 2013
  2. 2. 2 What is a brand?What a brand is NOT.
  3. 3. 3A brand is not a logo.
  4. 4. 4A brand is not a product.
  5. 5. 5A brand is not a slogan.
  6. 6. 6A brand is not an ad.
  7. 7. 7A brand is not a company.
  8. 8. 8 A brand is a promise.• A brand promises something to consumers.• A brand sets consumer expectations.• A brand meets those expectations in every consumer interaction and experience.
  9. 9. 9Brands that don’t keep their promises fail.
  10. 10. 10What is a brand?
  11. 11. 11The Elements of Branding Tangible Intangible Logo Image Color palette Messages Typeface Promise Brand Perception
  12. 12. 12Consumers build brands,NOT companies.
  13. 13. 13 3 Steps to Brand Building1. Consistency2. Persistence3. Restraint
  14. 14. 14 Strong brands develop over time.• The strongest brands own a word or phrase in consumers’ minds.
  15. 15. 15What word does your brand own? Inexpensive Reliability Luxury Performance
  16. 16. 16 Know Your Competition• It’s not enough to know what you’re doing.• Research your competitors and know them as well as you know yourself.
  17. 17. 17If brands were people, who would you rather hang out with? There is a reason the Mac Guy vs. PC Guy commercials were so successful.
  18. 18. 18 Take the Brand Perception Snap Shot• What 5 words do you use to describe your brand today?• What 5 words do your customers use to describe your brand today?• What 5 words do you want consumers to use to describe your brand in the future (i.e., your ultimate brand goal)? Find the gaps and fill them!
  19. 19. 19 Building Brands Externally Remember,consumers build brands, NOT companies.
  20. 20. 20 Building Brand Loyalty1. Develop consumer perceptions2. Meet consumer expectations3. Build consumer confidence and trust Confusion is the #1 brand killer.
  21. 21. 21 Brand loyalty can evolve into a cult brand.Cult brands are loved by specific groups of die-hard brand loyalistscreating a sub-culture of society.
  22. 22. 22 Cult brands can grow into relationship brands.• Built on experiences.• Fill a void.• Consumers self-select how they want to interact with the brand by choosing from brand experiences.• Often experiences are shared among groups.
  23. 23. 23Relationship brands are powerful.
  24. 24. 24People look for new ways to experience and share relationship brands.
  25. 25. 25 People talk about the brands they love.• Emotional connections with the brand and each other• Word-of-mouth marketing is powerful• Social media and content give every brand access to consumer conversations
  26. 26. 26Positioning Pyramid Reason to Believe Points of Differentiation Emotional Needs Rational Needs Target Audience
  27. 27. 27Social Media andContent Marketing
  28. 28. 28ALL Businesses and Organizations Can Benefit from Social Media1. Get entry points!2. Get found!3. Get traffic!
  29. 29. 29What Social Media and Content Marketing Can Do for You INCREASE• Awareness • Audience engagement• Recognition • Media coverage• Website traffic • Relationships• Sales • Brand loyalty• Word-of-mouth • Long-term, sustainable, marketing organic growth
  30. 30. 30What Social Media and Content Marketing Can Do for You DECREASE • Rumors • Inaccuracies • Distrust and uncertainty • Brand confusion • Misaligned brand perceptions
  31. 31. 31 Gary Vaynerchuk of New Jersey Wine Store Social Media$70 million in sales per year and50% of sales from the Web.
  32. 32. 32Shift from Marketer to Publisher• Media and publishers provide content readers want and need.• Marketers provide sales copy.• It’s not about you!
  33. 33. 33 Traditional vs. New Media Marketing• One-to-many • One-to-one• Interrupt Traditional vs. New Media • Enhance• Repeat • Engage• Push • Pull
  34. 34. 34 The 80-20 Rule Me, Me, Me! 20% Engage 80% For every 20% of self-promotional content you produce,create 80% that is not self-promotional.
  35. 35. 35Avoid Excessive Selling Ski.com1 Facebook Page Photo Upload with Comments Image via:
  36. 36. 36 Step 1: Set Your Goals• If you just want to sell more stuff, you’ll fail.• Why are you on the social web?• What do you want to get from it? Goals Social Media • Raise awareness • Blog • Customer service • Facebook • Feedback • Foursquare • Publicity • Twitter • Marketing • Flickr • Reach younger • YouTube demographic • Livestream events • E-newsletter
  37. 37. 37 Step 2: Research and Benchmarking• Customers and competitors• Look outside your industry
  38. 38. 38 Step 3: Brand Yourself• Promise: unique value proposition• Position: differentiators• Message: customer perceptions and expectations
  39. 39. 39 Brand Consistency• Logo, color, name, etc.• Increase awareness, recognition, and recall• Build brand perceptions and reputation• Examples: – Blog design – Avatar ( – Facebook Page design – Twitter cover image and background – YouTube channel – Forum signatures
  40. 40. 40 Step 4: Find Your Best Audience• Listen• Join How to Do It• Engage • Stalk competitors• Share • • •
  41. 41. 41 Example: Cakes for Occasions• Pictures• Real-time promotions• Picked up by Boston Media• Testimonials• Business grew 25% and saved $10,000 in marketing “We learned our audience expenses in 1 year thanks was on Facebook, so that’s where we went.” to social media. - Kelly Delaney, Owner Cakes for Occasions
  42. 42. 42 Step 5: Find the Influencers• Find the people online who already have the eyes and ears of your target audience.• They’re trusted and shared.• They’re powerful sources of word-of- mouth.
  43. 43. 43 Example: Roger Smith Hotel• Connected and engaged with influencers• Special Twitter discounts• Twitter kiosk in hotel• Special hotel welcome to guests who come from social web
  44. 44. 44Step 6: Establish Your CoreBranded Online Destination Sample Business Social Media Presence SlideShare YouTube Page Groups Profile Page Facebook Blog LinkedInInstagram Answers Ads Groups Twitter Ads Pinterest Twellow Lists
  45. 45. 45 Step 7: Content is Key• What you say: – Useful and meaningful – Avoid excessive self-promotion• How you say it: – Human, honest, and transparent – Tell stories – Give something extra or exclusive – Leave jargon and rhetoric out• Quality trumps quantity
  46. 46. 46 Example: NakedPizza• Twitter discounts lead to direct sales.• 68% of single-day sales have come from Twitter.• Twitter integrated into point-of-sale system. “Direct mail is sent to a single• Twitter kiosks set up in address but there are multiple people in those houses. We want to stores. maximize and extend our marketing reach, and Twitter helps us do this• No more direct mail – in leaps and bounds.” all Twitter. -- Jeff Roach, NakedPizza co-founder
  47. 47. 47 Types of Content• News • Videos• Interviews • Tips• Research • How To• Promotions • Lists• Warnings • Commentary and opinion• Images and photos • Step-by-step instruction
  48. 48. 48 Popular Content1. “Wow” factor visuals: positive or negative2. Controversies: elicit opinions3. Buzz topics: everyone’s talking about4. Feel-good stories: Cute, funny, and touching, moments5. Quirky and intriguing stories: Impossible not to read6. Celebratory stories: Things to cheer about7. News stories: Affect the local area8. Breaking news: Big impact to the audience
  49. 49. 49 Writing Headlines that Get Noticed• Promise something• Be plausible• Answer “what’s in it for me?”• Be intriguing• Be relevant• Be useful• Be specific
  50. 50. 50 Headline Samples• 10 Mistakes to Avoid …• The Secrets of …• 5 Ways to …• Tips for _____ the Pros Don’t Want You to Know• Why I Never …• 10 Lessons from …• What You Need to Know About …• Top 10 Best/Funniest/Weirdest/Worst …• 5 Reasons …• 20 Things You Might Be Missing …
  51. 51. 51How to Write Content People Want to Read• Start strong• Benefits• Emotional triggers• You not me• How and why• Promise reward and deliver on it
  52. 52. 52Writing for a Digital Audience Inverted Pyramid Conclusion (most important point) Most important supporting info Less important supporting info Background info
  53. 53. 53 Starting Strong Tips• Share a personal story• Ask a question• Offer immediately actionable help• Cite a relevant piece of research data• Evoke emotions• Tap into nostalgia
  54. 54. 54 Get Content Creation HelpEXERTS & CONSULTANTS FREELANCERS CROWDSOURCINGBeyond In-house Budget Friendly Free and Paid• AmEx OPEN Forum • •• Huffington Post • • • •
  55. 55. 55 Step 8: Integrate, Cross- Promote, and Automate Streamline • Publishing • PromotionSAVE TIME & MONEY • MonitoringEXTEND CONTENT REACH • Analysis
  56. 56. 56 Get Help and Tools REPURPOSE CURATE AUTOMATE Don’t Reinvent the Wheel Don’t Start from Scratch Don’t Waste Time • Twitter • Curalate • Hootsuite • Facebook • Storify • Monitter • LinkedIn • • Google AlertsBlog Post • Google+ • • Twitterfeed • Pinterest • CurationSoft • TweetDeck • YouTube • Intigi • SocialMention • Infographic • XYDO • SlideShare • Curata
  57. 57. 57 Step 9: Analysis• Quality not quantity• Focus on trends• Soft metrics vital• Engagement, sentiment, and conversions
  58. 58. 58 Tracking PerformanceExamples of What to Track: Measure Against:• Unique site visitors • Sales• Page views • Click-throughs• Referrers • Online mentions• Incoming links • Online sentiment• How visitors travel through site• Returning visitors• Comments• Followers and connections• Retweets and @mentions• Social shares and likes
  59. 59. 59 Analytics Tools• One tool isn’t enough• Human analysis is essential Fee-based Tools Free Tools • Radian6 • Google Analytics • Sysomos • Google Webmaster Tools • HubSpot • (also a paid version) • KissMetrics • • Brandwatch • Bitly • SocialReport • Facebook Insights • InboundWriter • LinkedIn company page statistics • Trackur • Klout • Alterian SM2 • PeerIndex • AwarenessNetworks • Twitalyzer (also a paid version) • Unilyzer • • Lithium • Viralheat (also a paid version)
  60. 60. 60 Step 10: Let the Conversation Flow 3 Cs of SocialMedia Marketing Wrong (Failure) Right (Success) Conversation Stop it. Let it flow. Copyright protect Content it or put up a Share it. barrier. Control Hold it tightly. Give it up.
  61. 61. 61 But What if They Say Something BAD?Use the 3 Fs of Social Media Reputation Management You have three choices: FLIGHT FLOOD Ignore it. Bury it. FIGHT Join it.
  62. 62. 62 Get in Touch WWW Follow me! Connect with me! Like me! Visit me! or or Email me! Buy my books!