Developing and Maintaining a Social Brand


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Slides from "Developing and Maintaining a Social Brand Persona" given to the Rensselaer County Chamber of Commerce in September 2012. The presentation focused on how to build and maintain an online personality consistent with your company’s core traits and values, specific engagement strategies, and strategies for optimizing your social content. Tactics discussed include creating content, providing customer service, conducting market research, and building loyalty.

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Developing and Maintaining a Social Brand

  1. 1. Developing and Maintaining a Social Brand Mike Lesczinski, September 12, 2012
  2. 2. Agenda1. Developing a Brand “Persona”2. Tactical Approach3. Optimizing Content & User Experience4. Case Study - Penske
  3. 3. 1. Developing a “Social Persona” You must define your personality before you enter the “social arena” Social manager is living embodiment of your brand Engagement must uphold principles and values of your organization
  4. 4. Ask Yourself – Why Social? What is the purpose of using social media for your business? What would you like to accomplish? Who is your audience? What do you stand for? What are your core values? What traits do you want associated with your brand? How do we craft an image that holds true to those values?
  5. 5. Building Your Brand Your „persona‟ must be established prior to setting up a social media account Every action reflects on your brand image Consistently engage – it takes six to seven impressions to leave an imprint Conduct research – what are people saying about your brand?
  6. 6. II. Tactical ApproachFacebook  Over 600 million users; 1.6 million “Fan” pages  Average time spent: 46 - 55 minutes per dayTwitter  Over 140 million users  Real-time information sharing
  7. 7. Tactic: Content CreationCreate touch points between you and your customer  Share relevant and valuable information  Offer demonstrations or testimonials  Solicit feedback and “master the ask”
  8. 8. Tactic: Offer Customer Service Reactive - Facebook  Ask and answer questions, offer solutions, post FAQs  Don‟t fear “bad” publicity – show you are caring and responsive Proactive - Twitter  Seek out problems to solve through search function
  9. 9. Tactic: Integrate Worlds Run contests or promote upcoming events that require both virtual and real-world application  Remember to use “soft” language: “Event” vs “Contest” Bring conferences and workshops to life  Offer insights into your own experiences  Generate conversation between attendees and outside world through Twitter hashtags!
  10. 10. Tactic: Market ResearchFacebook/Twitter  Study the culture of an individual network  Fan/Follow profiles relevant to your industry  Competitors, bloggers, journalists, clients  Apply what you learn to your own social engagement
  11. 11. Tactic: Build Loyalty Identify & create new ambassadors by building trust Lift the veil on the inner-workings of your company  Q & A‟s with new employees  Video interviews with management  Photos from company outings
  12. 12. Remember: Maintain Expectations Social is world of soft sells – focus on raising awareness and building loyalty to create ambassadors Consider recent Monetate report:  0.59% of visitors from social make purchase  4.25% conversion from email  2.49% from search Source: Monetate, “Ecommerce Quarterly; EQ2 2012”, August 2012
  13. 13. III. Optimizing Content & User Experience Social Media Optimization (SMO)  Optimize content for distribution through use of relevant keywords, call to action Use third-party apps such as HootSuite Utilize back channel Focus on the visuals – Don‟t tell, show
  14. 14. Not Just What, But WhenFacebook 20% higher engagement for updates posted outside normal business hours 27% higher engagement on updates containing 80 characters or less 15% higher engagement rate for posts that end with a question Peak engagement hours: 7am, 5 pm, 11 pm easternSource: Buddy Media, “Strategies for Effective Facebook Wall Posts: A Statistical Review,”, 2011
  15. 15. Not All Tweets Are Created EqualTwitter 17% more engagement on weekend Tweets 30% more engagement on Tweets posted during business hours Tweets using # earn twice as much engagement yet comprise only 24% of Tweets Tweets with images have twice as much engagement Ask for a RT! 12x higher retweet rateSource: Buddy Media, “Strategies for Effective Tweeting: A Statistical Review”, 2012
  16. 16. Case Study – Penske Cares
  17. 17. Penske – The Plan Goal: Raise awareness, engage with customers and offer customer service Plan: Conduct research for an entire year before implementing the social media plan  Learned how customers used Twitter and terms used to describe “moving” experiences  Trained call-center employees
  18. 18. Engagement Strategy  Retweeted tweets from customers discussing their positive experiences  Actively provided customer service  Created touch points  Encouraged customers to enter Penske “photo” contests  Shared “packing tips” redirecting readers to company website  Positioned company “personality” by discussing pop culture
  19. 19. Offering Customer Service
  20. 20. Facebook ContestsPhoto Sweepstakes
  21. 21. Competitor Response? “(Budget Truck Rental) isn‟t a brand that‟s relevant to Twitter users‟ everyday lives.” -Unnamed Budget Vice President
  22. 22. Questions?Contact Information: Social Michaellesczinski @MikeLesczinski