CREATING A POWERFUL SOCIAL MEDIA BRAND
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Lexington AdClub presentation about social media with discussion about "social" "media" and "branding."
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CREATING A POWERFUL SOCIAL MEDIA BRAND
- 1. CREATING A POWERFUL SOCIAL MEDIA BRAND LARRY SMITH @LWSMITH10011
- 2. TRANSLATION Social = Conversation Media = Interactive Brand = Dynamic
- 3. SOCIAL POWER Influencers Media Amplification Topical & Relevant
- 5. BRAND POWER Purpose: The Why Loyalists & Advocates Design Thinking
- 6. BARRIERS Approval path Trolls & Complainers Crisis
- 7. CREATING A POWERFUL SOCIAL MEDIA BRAND SOCIAL POWER
- 8. SOCIAL POWER: INFLUENCERS Kylie Jenner 164 million Instagram followers $1 million per sponsored post FWIW: Superbowl TV = 100 million
- 9. SOCIAL POWER: INFLUENCERS Cristiano Ronaldo 206 million Instagram followers $975,000 per sponsored post $1 billion lifetime contract with Nike
- 10. SOCIAL POWER: INFLUENCERS PewDiePie 107 million YouTube subscribers 17.7 million Instagram followers
- 11. SOCIAL POWER: MEDIA AMPLIFICATION OREO Coverage on TV and all other media 863,300 tw followers 15,000 retweets 20,000 Facebook likes
- 12. SOCIAL POWER: TOPICAL & RELEVANT Ben & Jerry’s 456,100 twitter 1.5 million Instagram 8.7 million Facebook
- 13. CREATING A POWERFUL SOCIAL MEDIA BRAND MEDIA POWER
- 14. MEDIA POWER: TARGETING Three types of audiences: Core audiences Lookalike audiences Custom audiences
- 15. MEDIA POWER: REACH More reach than any tradition media Facebook: 2.2 billion monthly active users Instagram: 1 billion monthly active users
- 16. MEDIA POWER: DATA Kylie Jenner 164 million Instagram followers $1 million per sponsored post
- 17. MEDIA POWER: DATA DASHBOARD
- 18. CREATING A POWERFUL SOCIAL MEDIA BRAND BRAND POWER
- 19. 1970 David Ogilvy defined a brand as “the intangible sum of a product’s attributes.” 1990 Marty Neumeier in The Dictionary of Brand defines brand as “a person’s perception of a product, service, experience, or organization.” 2020 “…a brand is a belief system that lives itself in action at all touch-points, big and small. In essence, a brand is "behavior based on a belief system." David Baldwin BRAND POWER: REFRESHER What is a brand? Ask 100 people and get 200 different answers. The last bastion of marketing voodoo.
- 20. BRAND POWER: PURPOSE: THE WHY More than selling product “Without a sense of purpose, a company can not achieve its full potential.” - Larry Fink, Blackrock
- 21. BRAND POWER: PURPOSE: THE WHY Patagonia Noble purpose and profit together ”I want to be part of this. I need product, why not this one.”
- 22. BRAND POWER: LOYALIST & ADVOCATES Miles Scott, aka Batkid American child and cancer survivor enjoyed a day in SF thanks to Make-a- Wish and the City of San Francisco.
- 23. BRAND POWER: DESIGN THINKING Observe & develop empathy with the target user o Unique Style o Consistent formats o Colors & Fonts o Consistent image & video style
- 24. Approval Path Speed matters. Too much input will affect the message. Legal & Regulatory will say no. A structured messaging calendar will smell like advertising, not conversation. Trolls Mean people who want to fight. Differentiate from legitimate complaints. Have a policy and system in place in advance. Crisis Prepare ahead of time: have a solid plan, a list of key stakeholders and responsibilities, and a clear chain of command. POWER KILLERS: BARRIERS What will hold you back? Get in front with plans, policy, procedures.
- 25. THANK YOU! You can find me as lwsmith10011 on social media and gmail My articles curated at Contently: https://larrysmith.contently.com
Editor's Notes
- Conversation not a high frequency push message Media is 2 way, inbound and outbound, often sideways Brand is highly dynamic subject to people – customers, anyone - input
- According to Accenture, 62% of consumers want companies to stand up for the issues they are passionate about and 66% of consumers think transparency is one of a brand’s most attractive qualities.
- On the 20th of February, Zion Williamson, a star player from Duke University, suffered a knee injury when a malfunctioning Nike shoe fell apart. This accident happened less than a minute into a highly-anticipated game against North Carolina.