1. #huzzah
Brand Management
for Business Heidi Miller, Social Media Consultant, www.heidi-miller.com
@heidimiller
http://profile.to/heidimiller

2. Social Branding Strategy
for Enterprise
• Who do you want to reach?
• Why?
• What do you want them to do?
• How can you help them?
• How will you know when
you’ve succeeded?
• What are your current
marketing goals?
@heidimiller
#huzzah

3. Where are
your key
influencers?
• LinkedIn
• Facebook
• Twitter
• Flickr
• MySpace
• Amazon reviews
• iTunes
• Forums
@heidimiller
#huzzah

4. Where are
your key
influencers?
• LinkedIn
• Facebook
• Twitter
• Flickr
• MySpace
• Amazon reviews
• iTunes
• Forums
@heidimiller
#huzzah

5. Who
are you
trying
to
engage?
@heidimiller
#huzzah

6. % Growth of
adults
updating
Twitter
status
@heidimiller
#tcc10

7. Average of of
SNS users by
site
@heidimiller
#huzzah

8. Average of of
SNS users by
site
@heidimiller
#huzzah

9. Average of of
SNS users by
site
@heidimiller
#huzzah

10. Average of of
SNS users by
site
@heidimiller
#huzzah

11. Average of of
SNS users by
site
@heidimiller
#huzzah

12. Average of of
SNS users by
site
@heidimiller
#huzzah

13. Branding Basics
@heidimiller
#huzzah

14. Know your
superpower
@heidimiller
#huzzah

15. What is your brand’s
value proposition?
@heidimiller
#huzzah
... every employee should know this

16. What is your brand’s
value proposition?
• We help people who spend/enjoy/love _________
and who need ________
@heidimiller
#huzzah
... every employee should know this

17. What is your brand’s
value proposition?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
@heidimiller
#huzzah
... every employee should know this

18. What is your brand’s
value proposition?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
• Will enjoy _________________
@heidimiller
#huzzah
... every employee should know this

19. What is your brand’s
value proposition?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
• Will enjoy _________________
• While enabling ______________
@heidimiller
#huzzah
... every employee should know this

20. What is your brand’s
value proposition?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
• Will enjoy _________________
• While enabling ______________
• Compared to _______________
@heidimiller
#huzzah
... every employee should know this

21. Trust your employees
@heidimiller
#huzzah

22. Trust your employees
• Include them in the process
@heidimiller
#huzzah

23. Trust your employees
• Include them in the process
• Trust that employees being themselves will reflect
well on your brand
@heidimiller
#huzzah

24. Trust your employees
• Include them in the process
• Trust that employees being themselves will reflect
well on your brand
• Don’t block social sites
@heidimiller
#huzzah

25. Trust your employees
• Include them in the process
• Trust that employees being themselves will reflect
well on your brand
• Don’t block social sites
• Set up guidelines
@heidimiller
#huzzah

26. Trust your employees
• Include them in the process
• Trust that employees being themselves will reflect
well on your brand
• Don’t block social sites
• Set up guidelines
• Fewer guidelines is better
@heidimiller
#huzzah

27. Build
brand
reputation
@heidimiller
#huzzah

28. @heidimiller
#huzzah

29. Be personal
Be generous
Be relevant
@heidimiller
#huzzah

30. Building Presence
@heidimiller
#huzzah

31. Building Presence
• Blogs/podcasts
@heidimiller
#huzzah

32. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
@heidimiller
#huzzah

33. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
@heidimiller
#huzzah

34. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
@heidimiller
#huzzah

35. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
@heidimiller
#huzzah

36. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
@heidimiller
#huzzah

37. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
@heidimiller
#huzzah

38. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
@heidimiller
#huzzah

39. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
@heidimiller
#huzzah

40. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
@heidimiller
#huzzah

41. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
@heidimiller
#huzzah

42. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
@heidimiller
#huzzah

43. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
ReTweet relevant, useful content
@heidimiller
#huzzah

44. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
ReTweet relevant, useful content
Reply promptly
@heidimiller
#huzzah

45. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
ReTweet relevant, useful content
Reply promptly
Twitter events with hashtag
@heidimiller
#huzzah

46. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
ReTweet relevant, useful content
Reply promptly
Twitter events with hashtag
Participate in Follow Friday
@heidimiller
#huzzah

47. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
ReTweet relevant, useful content
Reply promptly
Twitter events with hashtag
Participate in Follow Friday
•
@heidimiller
#huzzah
Comment on LinkedIn group posts

48. Expose yourself
@heidimiller
#huzzah

49. @heidimiller
#huzzah

50. Act like a person...
not
a brand
@heidimiller
#huzzah

55. Express
personality
@heidimiller
#huzzah

58. @heidimiller
#huzzah

59. Be personable...
without being
too personal
@heidimiller
#huzzah

60. 3 Steps to
Managing
Your
@heidimiller
Online Brand
#huzzah

61. Step 1:
Monitor
@heidimiller
#huzzah

62. Step 1:
Monitor
@heidimiller
#huzzah

63. Set up Google alert
www.google.com/alert
Your name
Your brand
Your product or service
Competitor’s names
Issues
Keywords
@heidimiller
#huzzah

64. 1. Enter search term
@heidimiller
#huzzah

65. 1. Enter search term 2. Choose Everything
@heidimiller
#huzzah

66. 1. Enter search term 2. Choose Everything
@heidimiller
#huzzah
3. Enter email & create

67. Step 2: Set
up profiles
@heidimiller
#huzzah

68. Profile Basics
• Use logo for Facebook Page
• Use consistent, friendly, professional profile photo everywhere else
• Person’s face
• No kids or pets
• Create consistent one-line brand statement
• Create consistent one-paragraph statement
• Representatives should disclose company relationships
• Use www.knowem.com to save name across SNS
• Capture your brand or as close as you can get to it
@heidimiller
#huzzah

69. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah

70. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah

72. Set brand + others
as Wall default

74. Always let others
post to your Wall

75. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah

76. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah

78. Say which humans
are posting and
listening

79. Link back to site(s)
Give mission
statement
Give product info
Say which humans
are posting and
listening

80. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah

81. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah

83. Your photos

84. Your photos
Let others post
photos, especially
from events

85. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah

86. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah

88. General rule: keep
videos fun and
under two minutes

89. Tip: www.Animoto.com
creates free, animated videos
from your photos
General rule: keep
videos fun and
under two minutes

90. Profile do’s
@heidimiller
#huzzah

91. Profile do’s
Handle: Descriptive,
shortest version of
your brand
@heidimiller
#huzzah

92. Profile do’s
List brand name
Handle: Descriptive,
shortest version of
your brand
@heidimiller
#huzzah

93. Profile do’s
List brand name
Handle: Descriptive,
shortest version of
your brand List email so friends
can find you via
email
@heidimiller
#huzzah

94. Profile do’s
@heidimiller
#huzzah

95. Profile do’s
Link to
brand
website
@heidimiller
#huzzah

96. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah

97. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah

98. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah

99. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah

100. Step 3:
Engage
@heidimiller
#huzzah

101. Shared Posting Tools
•➡
www.cotweet.com
Set up cotags
➡ Schedule Tweets
➡ Assign Tweets to team members
➡ Take and share notes on Twitter users
•➡
www.hootsuite.com
Set up cotags
➡ Schedule Tweets
➡ Schedule Facebook updates
➡ Get link stats

102. Tips for brand building
• Be generous and gracious. Check your ego at the door.
• Don’t be That Guy: no blatant self-promotion. Help others first and most.
• Set guidelines and trust employees to be personable without being too
personal.
• Be omnipresent: take advantage of cross-
posting automation.
• Be a nerd: track and measure everything.
• Let employees be themselves. Don’t be a
company.
• Be patient: allow yourself to make mistakes.
• Be generous with comments, praise, likes,
opinions, responses and reTweets.

103. #huzzah
Brand Management
for Business
Heidi Miller, Social Media Consultant, www.heidi-miller.com
@heidimiller
http://profile.to/heidimiller