Branding And Social Media


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December 14, 2010 presentation from Tiffany Eckhardt, Social Media PR seminar on The Social Media Campaign Building.

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  • Read Show how viral social media is you can start with a message if it is interesting, captivating and complimenting, it will spread through various social media channels
  • Word of Mouth is very powerful – face to face to computer to computer. Commercial
  • Before you go and create or refocus your social media platforms you need to prepare. Read bullets Brand strength – not just logo, values, identity Clear messaging – key messages & calls to action Strong visuals – compelling photos and video Social media point person – too many cooks in kitchen Crisis communication plan – include social media Be proactive, careful, clear, organized and thoughtful
  • Website – info – mostly static Social media – get to know you, info in real time - immediate
  • Through these steps you personally connect customer Bring experience to them and it touches them, they re-experience and will invite others to connect. Creates a virtuous cycle. Through social media you invest, involve and invigorate!
  • Appearance – the Physical factors identifying what it is, what it does and how does it look like. Personality - way by which any brand “talks” about its goods and services and indicates a particular human person. – Who you are as a brand Values – this is your culture. Brand culture is based on the culture, values and aims of any business. – What you believe and stand behind Reflection – How do you want to be perceived by customers, community and public and then how they reflect on you to others. Relationship – How you interact, your behavior and influence. Self-image – How you want to see yourself and how it can match up to your consumer’s self-image.
  • Example
  • Dig deeper & think out of box you can see it is much more than just a park. become an expert in many areas of the park more to discuss more experiences to offer more groups to connect with
  • PR Media monitors social media channels It is your microphone via computer Clear messages Define key messages Create calls to action Be authentic Customer service – thanks, apologize, recognize Be consistent Reflect messages throughout not only social media channels but web, marketing materials, all communications.
  • Center of triangle – tag, purpose or mission Supporting Point #1 Supporting Point #2 Supporting Point #3
  • Once foundation in place was to take it on-line.
  • Branding probing questions: -What kind of clients have you been most successful in attracting? -What types of assignments have you completed over the years? -In what areas do you have superior knowledge or expertise? -What do you do particularly well, perhaps better than most firms? -What do you most enjoy doing? What do you hate? -What target audiences have you come to know and understand? -What distribution channels do you know best? -What methods, approaches or philosophies is the firm known for? What value do we provide? Who do we deliver value to? How do we deliver it? Messaging probes: Describe your positioning in: -a sentence -a paragraph -a page Decide what you're not Standing for everything = Standing for nothing "What needs to change in our organization for us to bring our brand to life in everything we do?" Answer reflected in: -product -people -promotion -process -place of business
  • Branding And Social Media

    1. 1. DECEMBER 14, 2010 Branding & Social Media
    2. 2. Michele Savoldi - @cbusimPRessions
    3. 3. Facebook Stats <ul><li>More than 500 million active users </li></ul><ul><li>50% of active users log into Facebook in any given day </li></ul><ul><li>Average user has over 130 friends </li></ul><ul><li>Average users send 8 friend requests per month </li></ul><ul><li>Average users spend 55 minutes per day on Facebook </li></ul><ul><li>There are over 160 million objects that people interact with (pages, groups and events) </li></ul><ul><li>Average user is connected to 60 pages, groups or events </li></ul><ul><li>More than 25 billion pieces of content (web links, new stories, blog posts, notes, photo albums, etc. ) shared each month. </li></ul><ul><li>More than 100 million active users currently using a mobile device to access Facebook </li></ul>
    4. 4. Twitter Stats <ul><li>55% female tweeters; 45% male tweeters </li></ul><ul><li>As of beginning of 2010 there are 75,000,000 users </li></ul><ul><li>Average of 50 million tweets per day </li></ul><ul><li>20% users active </li></ul><ul><li>347% jump since last year in people accessing site via mobile browser (4.7 million) </li></ul>
    5. 5. YouTube Stats <ul><li>2 nd largest search engine after Google </li></ul><ul><li>U.S. Internet users watched 32.4 billion videos in January 2010 – YouTube accounted for nearly 99%. </li></ul>
    6. 6. The Real Question Is <ul><li>For savvy marketers, the question has moved beyond, </li></ul><ul><li>“ Should we be using social media?” </li></ul><ul><li>to </li></ul><ul><li>“ How can we optimize our social media presence?” </li></ul>
    7. 8. <ul><li>91% LIKELY TO BUY ON RECOMMENDATION </li></ul>Word of Mouth = World of Mouth = commercial
    8. 9. Being Prepared <ul><li>Before specific strategies and profiles or pages are created your business must: </li></ul><ul><ul><ul><li>Have brand strength </li></ul></ul></ul><ul><ul><ul><li>Clear messaging </li></ul></ul></ul><ul><ul><ul><li>Strong visuals </li></ul></ul></ul><ul><ul><ul><li>Social media point person </li></ul></ul></ul><ul><ul><ul><li>Crisis communication plan </li></ul></ul></ul>
    9. 10. Building Brand
    10. 11. Infusing Personality Into Your Brand <ul><ul><ul><li>Online Brand Presence Builds </li></ul></ul></ul><ul><ul><ul><ul><li>Relationships </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Authority </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Confidence </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Passion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Loyalty </li></ul></ul></ul></ul>
    11. 12. Creating A Brand Prism Appearance Personality Values Reflection Relationship Self-Image
    12. 13. Appearance table, floral designs, fragrant, flavorful, cuisine, old world charm with modern twist Personality fun, unique, welcoming, sophisticated, celebratory, educational, professional Values personal service, specialty dishes, superb service, family-friendly, kid-friendly, memorable occasions Reflection gathering, comfort, stress-free, delicious, quality, memorable Relationship guest, intimate, family, friends, partner, student Self-Image reputable, full-service, experienced, quality, Italian, event specialists, cooking instructors, provide ease Brand Prism Example
    13. 14. A Brand Is Born The Culinary Table Brand Ideas Pull up a chair A unique blend of flavors and fragrance solely created for your memorable occasion A Bellisari’s Company, The Culinary Table is an intimate gathering venue and hands-on cooking classroom built with old world charm and a twist of modern flair. Bellisari’s Catering and Natural Designs have fused their talents creating unforgettable occasions filled with food, flowers, family and friends.
    14. 15. Broadening Your Brand <ul><ul><ul><li>Dig Deeper </li></ul></ul></ul><ul><ul><ul><li>Think Outside The Box </li></ul></ul></ul><ul><ul><ul><li>Deliver Total Experience </li></ul></ul></ul><ul><ul><ul><li>Become A Well-Rounded Expert </li></ul></ul></ul><ul><ul><ul><li>Create Various Connections </li></ul></ul></ul>
    15. 16. It’s Not Just About the Parks
    16. 17. It’s About How You Use the Parks and Who Uses Them
    17. 18. Mastering Messaging <ul><ul><ul><li>Another form of PR </li></ul></ul></ul><ul><ul><ul><li>Create clear messaging </li></ul></ul></ul><ul><ul><ul><li>Be authentic </li></ul></ul></ul><ul><ul><ul><li>Be consistent </li></ul></ul></ul>
    18. 19. Creating a Message Triangle <ul><li>A Message Triangle is a planning tool for assuring that you get your message across to your audience. </li></ul>
    19. 20. Message Triangle Supporting Point #1 Supporting Point #2 Supporting Point #3 In the center of the triangle is the Main Message that you want your audience to understand. Then, the triangle helps you create three points that support your Main Message
    20. 21. The Make-A-Wish Foundation <ul><li>We make wishes come true. </li></ul><ul><li>We grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. </li></ul><ul><li>The Make-A-Wish Foundation is the largest wish-granting charity in the world. </li></ul><ul><li>Network of 25,000 volunteers across five continents. </li></ul><ul><li>Granted more than 153,000 wishes to children around the world since 1980. </li></ul><ul><li>We’re making a big difference here. </li></ul><ul><li>The Ohio-Kentucky-Indiana chapter is one of the largest and fastest-growing in the U.S. </li></ul><ul><li>There are more children in our area than in any other Make-A-Wish chapter in the U.S. </li></ul><ul><li>Each year, we grant the wishes of more than 750 children, thanks to generous donors and a network of over 900 volunteers. </li></ul>Share the power of a wish® <ul><li>With your help, we can do even more. </li></ul><ul><li>We’re getting more requests for wishes than we can grant. </li></ul><ul><li>Currently, chapter-wide we have over 700 pending wishes. </li></ul><ul><li>That means, for every wish we’re able to grant, another three children are now on a waiting list. </li></ul><ul><li>Our goal is to grant every wish on time. </li></ul><ul><li>You can help by donating cash, goods or services, sponsoring a child's wish, volunteering, attending a local event, </li></ul><ul><li>or corporate giving. </li></ul><ul><li>76% of every dollar we raise directly </li></ul><ul><li>supports the wishes </li></ul><ul><li>of these children. </li></ul>
    21. 22. Put Your Brand To Work Online <ul><li>Focus </li></ul><ul><ul><li>Define Who You Are </li></ul></ul><ul><ul><li>Create Strategy </li></ul></ul><ul><ul><li>Develop Personality </li></ul></ul><ul><ul><li>Decide on Target Audience </li></ul></ul><ul><ul><li>Start with a couple social media staples then gradually add other social media channels </li></ul></ul><ul><li>Create awareness </li></ul><ul><ul><li>Promote Brand, Events, Products </li></ul></ul><ul><ul><li>Human Interest Stories </li></ul></ul><ul><ul><li>Share Resources </li></ul></ul><ul><ul><li>Add Links, Photos, Videos </li></ul></ul><ul><ul><li>Drive Traffic </li></ul></ul><ul><ul><li>Online Promotions </li></ul></ul><ul><ul><li>Add social media channels to website and marketing materials </li></ul></ul><ul><li>Create connections </li></ul><ul><ul><li>Converse </li></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><ul><li>Interact </li></ul></ul><ul><ul><li>Reply </li></ul></ul><ul><ul><li>Polls and Surveys </li></ul></ul><ul><ul><li>Favorite pages </li></ul></ul><ul><ul><li>Collaborate </li></ul></ul><ul><ul><li>Cultivate Relationships </li></ul></ul><ul><ul><li>Steward Relationships </li></ul></ul><ul><ul><li>Advocacy Army </li></ul></ul><ul><li>Spread message </li></ul><ul><ul><li>Word of Mouth Marketing </li></ul></ul><ul><ul><li>Form of Media </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Beta Testers </li></ul></ul>
    22. 24. Begin Defining Brand & Key Messages