This document provides tips for growing a brand over digital channels such as social media. It discusses how to digitize a brand through storytelling on platforms like Facebook, Instagram, and YouTube. Key recommendations include using video and engaging content to tell the brand story, testing different channels to see what generates engagement, and actively engaging with audiences rather than just posting ads. The goal is to build connections and community through social media rather than just mass distribution.

1. GROWINGYOURBRANDOVER
D I G I TA L
C H A N N E L S
- Marie Shields -

2. D IG ITIZ IN G Y O UR B R A N D
Social m e d i a introduces yo u r
b ra n d to a relevant audience,
a n d creates a space for them to
connect.

3. Yo u ' ve created a b r a n d
W h a t a r e the stories y o u
can tell (so that it's not all
hard-sell)
W h e r e a n d H o w should
y o u tell them?!

4. H O W D O W E K EEP UP ?

5. T H E C UR R EN T
L A N D S C A P E
What’s urgently needed is the pairing of a d spend
with a n equal investment of time, creativity,
and sav v y targeting.
-Hootsuite 2019 predictions

6. TH E C UR R EN T
L A N D S C A P E -
B R A N D S O N S O C IA L 2 0 19

8. TEL L TH E S TO R Y O F Y O UR B R A N D
Marketing is no longer about
the stuff that yo u m a k e ,
but about the stories yo u tell.
Seth Godin

9. F A C E B O O K
Highest following 2.32 billion active users -Jan 2019
Video out-performs all other content types shared
Inspirational, funny, andpractical content generates the
most engagement.
UseBusiness andAdsManager to set upyour advertising
Bid small to start
OwnsInstagram - dual advertising platform
2 0 1 9 P R E D I C T I O N S
It's not going anywhere - but time spent onthe newsfeed
is in decline due to #spam
Advertise within messenger, Instagram andcreate more
video andlong-form content.

10. I N S T A G R A M
Fastest growing platform, 1billion active users -Jan
2019
Ownedby Facebook - shared advertising suite
Instagram Stories are the one to watch
Useyour 'insights' to identify the posts that 'work'
Don't forget to leverage your #HASHTAGS
Cross promote andbuild anengaged community on
the app
2 0 1 9 P R E D I C T I O N S
Great app to document your day, to share visual content
andreally drive homeyour brand-style
Instagram stories canbecome amassive driver of sales
when used well - very snappy way to communicate & sell.

11. Q UIC K F IR E TR EN D TIP S
Set upandmaintain aLinkedIn Companypage
Ditto, Google MyBusiness for local search
Create aFacebook Group if appropriate
Donot underestimate the power of your email list
Follow #JournoRequest onTwitter for possible PR
Pinterest canbeaslow burn but good for export
market aspirational products
Snapchat is great for younger audience, to dip your
toe in, try abranded geo-tag if you have afixed
location or abrand event.
Longer videos will work best onYoutube, always
insert atranscript andput detail in your description
box to increase your SEO.

14. Video - W h a t else should w e k n o w
SHORT ON SOCIAL
Keep the videos less than one
minute (or even shorter) to
ensure attention on it.
Start and end with your CALL
TOACTION
USE ACROSS CHANNELS
Every channel has the
capacity for video to be
shared, and so make the most
of your DIYor commissioned
videos on each channel and
TESTwhat works.
ALWAYS USE SUBTITLES
Or captions - people need
context because less than
80% of people turn on the
sound - they're watching but
not always listening

16. B E S O C IA L
D O N ’ T J U S T E X I S T O N S O C I A L MEDIA –
E N G A G E !
•Acknowledge comments, share user generated
content (with permission) respond and appreciate.
•It’s ‘social’ media, a two-way communication model is
key in order to build trust and a relationship with your
followers -
converting them into a customer and retaining the
customer loyalty.
•Always remember that you are dealing with a person.

17. IN A N UT S H EL L
Create and
build your
brand
Find the right
channels
Tell your
brand story
andconnect
with the right
people
Test andand
measure
against your
ROI
Enjoy the
process!

18. D IG ITIZ IN G Y O UR B R A N D
" B ra n d storytelling on social
m e d i a is not about m a s s
distribution or pushing ads,
it's about b r i n g i n g value."
Gary Vee

19. Marie Shields