Ben Rapson (ACT Theatre) - Enhancing Brand Online - Get Engaged Tour 2010

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The document provides tips for small businesses to optimize their online branding and social media presence. It discusses defining branding as focusing on the customer experience over marketing, and emphasizes using social networks like Facebook, Twitter, and email newsletters to spread word of mouth advertising in a fun and efficient manner. Specific recommendations include posting regular status updates and photos on Facebook, using hashtags and retweets on Twitter, and creating email marketing templates and calendars.

Technology

I. A reminder
II. What is branding?
III. Tips for optimizing social media

This is supposed to be fun!
•Social media vs. social media marketing
•Social media marketing vs. other marketing
•You have advantages as a small business
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

This is supposed to be fun!
•You have advantages as a small business:
1. Nimble
2. Cool
3. Personality
4. Personal
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

What is branding?
Don’t put the cart before the horse
…or something like that.
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

What is branding?
Relieve some of the pressure
of marketing.
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

What is branding?
75% experiencing the product
25% discovering the company
out in the world
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

What is branding?
75% experiencing the product
Great marketing, even social media,
is no substitute for a good experience with a business
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

What is branding?
25% discovering the company
out in the world
•Clarifying the experience
•Sparking memory
•Encouraging word of mouth
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

III. Tips for optimizing social media
• More effective generators of word of mouth
• More fun for you
• More efficient use of your time

III. Tips for optimizing social media
1. General web
2. Facebook
3. Twitter
4. eNews
5. Beyond

Tips: General web
•Your website
•Google alerts
•User-based sites
•Static listing sites
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: Facebook
•Good status updates
•Tagging
•Updates
•Giveaways/promotions
•Icons
•Photos and captions
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: Facebook
•Events
•Other pages
•Interaction
•Response
•Advertising
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: Facebook
Efficiency: what to do on Facebook each day?
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: Twitter
Twitter is a cocktail party.
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: Twitter
What makes for good Tweets? A combination:
•Original Tweets
•RTs
•@mentions
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: Twitter
Why do individuals love to find on Twitter?
The big four:
1. Food
2. Animals
3. Humor
4. Music
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: Twitter
•Business description
•Background
•Icons
•j.mp
•Following back
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: Twitter
Efficiency: what to do on Twitter each day?
•Schedule your Tweets with TweetDeck or HootSuite
•Find your inner circle and make a list
•Use j.mp links
•What time of day?
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: email communications
Many ways to use:
•Digest style
•Special offers
•Customer follow-ups
•Specific interests
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: email communications
•Templates, templates, templates
•Subject lines: urgent or eye-catching
•Lure them to your site(s)
•Collect email addresses – with permission
•Make a calendar of emails and content
•Use photos - avoid the WALL OF WORDS
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: email communications
Efficiency:
•Prioritize
•Strategize
•Schedule-ize
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: Beyond the online
•Ambassadors
•Street Team
•Horizontal networking
•Vertical networking
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Tips: Beyond the online
•Vertical networking:
Never underestimate the dual powers
of coffee and compliments.
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

Remember:
this is supposed to be fun!
Ben Rapson
Interactive Media Specialist
ACT - A Contemporary Theatre, Seattle WA
acttheatre.org
facebook.com/acttheatre
twitter.com/acttheatre

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Ben Rapson (ACT Theatre) - Enhancing Brand Online - Get Engaged Tour 2010

1. Enhance Your Brand Using Online Resources and Social Networks Ben Rapson Interactive Media Specialist ACT - A Contemporary Theatre, Seattle WA acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

2. I. A reminder II. What is branding? III. Tips for optimizing social media

3. I. A reminder II. What is branding? III. Tips for optimizing social media

4. This is supposed to be fun! •Social media vs. social media marketing •Social media marketing vs. other marketing •You have advantages as a small business acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

5. This is supposed to be fun! •You have advantages as a small business: 1. Nimble 2. Cool 3. Personality 4. Personal acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

6. I. A reminder II. What is branding? III. Tips for optimizing social media

7. What is branding? Don’t put the cart before the horse …or something like that. acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

8. What is branding? Relieve some of the pressure of marketing. acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

9. What is branding? 75% experiencing the product 25% discovering the company out in the world acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

10. What is branding? 75% experiencing the product Great marketing, even social media, is no substitute for a good experience with a business acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

11. What is branding? 25% discovering the company out in the world •Clarifying the experience •Sparking memory •Encouraging word of mouth acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

12. I. A reminder II. What is branding? III. Tips for optimizing social media

13. III. Tips for optimizing social media • More effective generators of word of mouth • More fun for you • More efficient use of your time

14. III. Tips for optimizing social media 1. General web 2. Facebook 3. Twitter 4. eNews 5. Beyond

15. Tips: General web •Your website •Google alerts •User-based sites •Static listing sites acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

16. III. Tips for optimizing social media 1. General web 2. Facebook 3. Twitter 4. eNews 5. Beyond

17. Tips: Facebook •Good status updates •Tagging •Updates •Giveaways/promotions •Icons •Photos and captions acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

18. Tips: Facebook •Events •Other pages •Interaction •Response •Advertising acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

19. Tips: Facebook Efficiency: what to do on Facebook each day? acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

20. III. Tips for optimizing social media 1. General web 2. Facebook 3. Twitter 4. eNews 5. Beyond

21. Tips: Twitter Twitter is a cocktail party. acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

22. Tips: Twitter What makes for good Tweets? A combination: •Original Tweets •RTs •@mentions acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

23. Tips: Twitter Why do individuals love to find on Twitter? The big four: 1. Food 2. Animals 3. Humor 4. Music acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

24. Tips: Twitter •Business description •Background •Icons •j.mp •Following back acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

25. Tips: Twitter Efficiency: what to do on Twitter each day? •Schedule your Tweets with TweetDeck or HootSuite •Find your inner circle and make a list •Use j.mp links •What time of day? acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

26. III. Tips for optimizing social media 1. General web 2. Facebook 3. Twitter 4. eNews 5. Beyond

27. Tips: email communications Many ways to use: •Digest style •Special offers •Customer follow-ups •Specific interests acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

28. Tips: email communications •Templates, templates, templates •Subject lines: urgent or eye-catching •Lure them to your site(s) •Collect email addresses – with permission •Make a calendar of emails and content •Use photos - avoid the WALL OF WORDS acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

29. Tips: email communications Efficiency: •Prioritize •Strategize •Schedule-ize acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

30. III. Tips for optimizing social media 1. General web 2. Facebook 3. Twitter 4. eNews 5. Beyond

31. Tips: Beyond the online •Ambassadors •Street Team •Horizontal networking •Vertical networking acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

32. Tips: Beyond the online •Vertical networking: Never underestimate the dual powers of coffee and compliments. acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

33. Remember: this is supposed to be fun! Ben Rapson Interactive Media Specialist ACT - A Contemporary Theatre, Seattle WA acttheatre.org facebook.com/acttheatre twitter.com/acttheatre

Ben Rapson (ACT Theatre) - Enhancing Brand Online - Get Engaged Tour 2010

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