Building Your Brand with Social Media
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The document discusses strategies for using social media to build a brand. It notes that Tracy Sestili is the CEO and founder of Social Strand Media, a social media consulting firm. The document provides tips on understanding your brand's values and target audience, engaging with customers through social networks like Facebook and Twitter, and using promotions and incentives to drive engagement without relying too heavily on push marketing. It also examines why people choose to follow or "break up" with brands on social media and how to save time managing a social media presence.
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Building Your Brand with Social Media
- 1. About the presenter Tracy Sestili is CEO and founder of Social Strand Media, a social media strategy consulting firm. She helps companies develop strategic brand platforms and social media strategies that drive constituent engagement and business growth, with a focus on engaging in social media with minimal time, money and resources. Find her on Twitter @tracysestili Find her on Facebook at facebook.com/tracysestili Connect with her on LinkedIn Social Media & Building Your Brand © 2011 Social Strand Media
- 2. Overview Branding in new era Telling your story Consuming your content vs sharing your content Why people ‘Like’ a brand vs. break-up with a brand Best times to post your content Save yourself time, money & resources
- 3. Marketing Your Brand in a new erawith Social Media Two-way communication (not one-way) Create a relationship (not an event) Build Communities (not websites) Be Everywhere (not just in your domain)
- 4. What do YOU stand for? What do you, your brand, and your business stand for? How well do you understand the people who are most important to your future? How are you bringing the answers to these questions to life?
- 5. Examples of Great Brands Stand for: Fuel the passion for freedom in their customers to express their own individuality through their motorcycles Who’s important: Married, male, 35-54, median household income $84,300, 75% >1 yr beyond HS education Bring it to life: Customization, events
- 6. Examples of Great Brands Stand for: Face and voice of the global breast cancer movement People important to them: Women, local activists, advocates, affiliates, communities, survivors Bring it to life: Walks, partnerships, affiliate programs, personal connections
- 7. Clear Goals. Clear Segmentation. Sense of Community. Community is the best and most powerful vehicle we have in advocating change & selling a product or service today.
- 8. You have a story to tell… But before you blab it…
- 9. Strategize Know how people are interacting with your industry/product/service What networks are they on? How do they share information about your industry/product/service? Go beyond demographic - touch on behavior, psychographic, consumer circumstance
- 10. How Do People Interact with a Brand?
- 11. How People Interact with a Brand Websites – 63% Email – 62% Social Networks – 38% Mobile Devices – 18% Message Boards – 16% Online Games – 15% Blogs – 13% Photo/Video/Audio sharing sites – 11% Microblogs – 3%
- 12. How are people getting information about your brand?
- 14. Your company in the news
- 15. Your calendar of eventsFACT: 43% of Facebook users who “unlike” a brand do so because of too much push marketing – Source Exact Target Truth: Social Media is a little bit about YOU and A LOT about everyone else
- 16. So why do people “Like” or follow a brand?
- 17. Why people become a Fan/Follow a Brand FACT: 48% turn to social networks when seeking out incentives for a brand Source: Cone Inc, New Media Study, Oct 2010
- 18. Promotions/Incentives Work! Feb 8, 2010 – just over 400,000 fans Feb 17, 2011 – 627,881 fans Fact: Only 26% of Facebook Fans will breakup if they joined only to take advantage of a one-time offer. (27% for Twitter)
- 19. Promotions work regardless of Business type Bottomline: People like to get things for free and with little effort. Success Story: Real Results: 118% increase in fans (979 new fans; 1,805 total) 1,243 entries (74% entry rate)
- 20. B2B vs B2C
- 21. Should Marketers Assume “Like” as Permission to Market to the Consumer? 51% of consumers say they expect the company to send them marketing messages 40% say they don’t expect to receive marketing messages from the company. 9% don’t know what they should expect.
- 22. The Good News
- 23. Where do Customers Go for Recommendations on a Product? 84.5% come from Social Media Source:GlobalWebIndex Annual Report 2011
- 24. The Bad News…
- 25. Breaking Up with a Brand Roses are Red Violets are Blue They are just not that into You…
- 26. The Silent BreakUp = 57% 26% of consumers say they have “liked” a company because they were interested in a one-time offer, and then “unliked” the brand after getting what they wanted. So what about the other 17%?
- 27. Why do they Break up with a Brand?
- 29. How is your audience sharing your content?
- 30. Best Times to Post Your Content It Depends…. What’s your medium? Blog,Facebook, Twitter,YouTube, etc? What time zone is your current target market in? How do people consume similar content? How do they share that content?
- 31. Speaking of Time… How much time & effort is needed to maintain my presence on this site? Is my target audience on this site? What is the scale and reach of this site for my business? What is my primary goal for this site? What value can I add that will drive the conversation?
- 32. Save yourself Time Desktop tool for social media Schedule it! Aggregate multiple social networks Find keyword based conversations Engage in meaningful conversations
- 33. All GREAT Brands do the following: Stay True to Values (Starbucks) Evolve with the Customer (Google, Apple) Create a Clear Image in the Customer’s Mind (Harley Davidson) Involve the Customer (Southwest, VirginAmerica)
- 34. For a 15 minute free consultation contact us: www.socialstrand.com Email: tracy@socialstrand.com Thank You!
- 35. Q&A
Editor's Notes
- All companies need to define who they are, what their brand is, what you stand forNeed to have an understanding of the people that are important to their bottom line and important to foster their community (on and offline), what’s important to them? What will keep them engaged?Answering these questions will bring your social media strategy to life.
- You may or may not like Komen for the Cure but the truth is that they have an enviable marketing team.
- These companies have a clear vision & clear goals about what they stand for, the people that they want to attract and the people that will help drive revenue.They also have a clear understanding of how they want to bring the people that are important to them into their business and how they can bring their business to them. In both examples they are building a sense of community. Communityis the best and most powerful vehicle we have in advocating change today.Building that community is the challenge. You can have the best website, the most worthy cause and even the best idea for a campaign, but you need a community to make it successful.
- Don’t fall into the trap that everyone falls into.Know how people are getting their information about your brand and your industry. Not sure? Let’s take a look
- Now once you have your strategy you look at what social networks you are going to engage in. Social Media is not a once size fits all and it takes planning. Once you pick your social networks you need to create bios.
- Social media accounts for ~ 25% of all time spent online over 35 minutes per hour – Neilsen64% of Facebook users have liked a brand on Facebook - ExactTargetBy 2012, half of the world’s Internet users, 1 billion people, will have a Facebook account - TIME
- February 2011, Edelman asked 5,075 people in over 20 countries where they go FIRST to find news about a company? Then where do they go second? Only 5-7% go to Social Media sites so they are not looking for news or press releases. Once they know about your brand, how do they want to interact with you? The biggest mistake that companies make is
- The #1 mistake all companies make when engaging in Social Media – Me, Me, MeYou need to Engage, Be Social…..
- Understanding why people like or follow a brand should help you understand what they want from you and how you should engage with them.
- On Facebook only 26% breakup with a brand if they liked it only to take advantage of a one-time offer
- People say, well, that’s great for the Sprinkles Cupcakes and the Chick-Fil-As of the world, but I don’t have anything tangible. I sell a service….Tell story about Time To Play client – 7 day promo – free Toys R Us gift card drawing - 118% increase in fans (979 new fans; 1,805 total) 1,243 entries (74% entry rate)
- 71% of FANS say they have become more selective about “liking” companies on Facebook - it represents their identityBreakup differs by platform FB vsTw63% of Facebook Fans have unliked a brand because of excessive postings. 52% on Twitter because of boring/repetitive
- How is your audience sharing your content? Reposting on Twitter? Facebook? StumbleUpon? Email? Blog? LinkedIn? Knowing how your customers are sharing your content will help you shape your social media marketing strategy.
- Knowing how they share will also tell youwhen you should post your content on what mediums – because there is already a ton of research out there already.For Facebook – minimum once a day, twice to accommodate multiple time zonesFor Twitter – 5-10 times per dayFor Blogs –minimum once a week, key is consistent frequency
- Your time is valuable, so ask yourself?