This document summarizes a presentation about leveraging social media to build brands. It discusses the benefits of social media for marketing, including increased exposure and insights. It provides tips for learning social media, finding an authentic voice, selecting the right platforms, getting started, and maximizing efforts. Marketers are advised to strategically use social media to meet clear goals and adapt their approach over time to best leverage their brand. Questions are welcomed.

1. Leveraging the Power of Social
Media to Build Your Brand
by Brandie Gilliam
Global Shea Alliance Conference 2013 — Abuja, Nigeria

2. “ We don’t have a choice
on w hether w e do
social media, the
question is how w ell
w e do it.”
-Erik Qualman

3. Agenda
✤ Benefits of Social M edia
✤ Learning Social M edia
✤ Finding Your Voice
✤ Right Platforms for Your Brand
✤ Getting Started
✤ M aximize Your Social M edia
✤ Questions

4. Marketing Benefits of Social
Media
✤ 83% of marketers believe that
social media is an important
tool for their business.
✤ 94% of marketers use social
media for business purposes.
Source: University of San Francisco

5. Marketing Benefits of Social
Media (cont’d)
✤ 59% of marketers are online socially for 6 hours or more per w eek.
✤ 33% of marketers are online socially for 11 hours or more.
Source: University of San Francisco

6. Marketing Benefits of Social
Media (cont’d)
✤ Top benefits include:
✤ Increased exposure.
✤ Increased traffic.
✤ Greater marketplace
insight.
Source: University of San Francisco

7. Marketing Benefits of Social
Media (cont’d)
✤ M arketers plan on increasing their use of social media services in the
near future.
Source: University of San Francisco

8. Marketing Benefits of Social
Media (cont’d)
✤ Learn more than just Facebook and Tw itter.
✤ Google+ and geolocation based platforms are important.
Source: University of San Francisco

9. Learn Social Media
✤ Read social media blogs.
✤ Take a social media training
course.
✤ A ttend a social media seminar or
w ebinar.
✤ Jump in & learn as you go.
✤ H ire someone w ho is a social
media expert.

10. Finding Your Voice
✤ Think of social media as a cocktail party instead of a business meeting
or presentation.
✤ Plan before you post.
✤ Know your audience.
✤ Speak to the individual.
✤ Quality over quantity.
Source: Firespring

11. Which Platforms Are Right For
Your Brand?
✤ Facebook — “ The Expensive Conference.”
✤ Tw itter —“ The Business A fter-H ours M ixer.”
✤ Google+ — Longer threads & more engaging.
✤ Linkedin — “ 1 and 1.”
✤ Pinterest — Ideas & inspiration.
✤ Youtube — The show .
✤ Instagram — The picture story.
Source: M att Report

12. Getting Started
✤ Be more concerned w ith finding w hat w orks for your brand rather
than being on every social media platform.
✤ Know w ho you are and strategically select those platforms that w ill
help to leverage your brand.
✤ Set clear goals.
✤ Build a plan and schedule.
✤ A dapt your voice.
✤ Tw eak your plan along the w ay to maximize positive results.

13. Maximize Your Social Media
✤ M onitor feedback and insights.
✤ Know each platform’s free and paid offerings.
✤ Use correct grammar.
✤ Get privy to each platform’s “ rules.”
✤ Include short links back to site content.
✤ Use tools to help you manage your social media efficiently.
✤ Know how much your fans are w orth.

14. Maximize Your Social Media
(cont’d)
✤ For a given product, Facebook fans spend an average of $71.84 more
than people w ho are not fans, according to social media management
firm Syncapse.
✤ Do w hat w orks for your brand—no magic formula.
✤ Whether you spend 6 hours or 40 hours a w eek, you’ll see results.
✤ Do w hat you can maintain and sustain.
✤ Leverage your social media plan w ith purpose to build your brand.

16. Questions
✤ Contact info: brandie@gilliammanagement.com.
✤ w w w .GilliamM anagement.com