It's Your Party - Keeping Your Brand Real On Social Media
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Focused, consistent branding can make a real connection with your audiences and help make sales easier. This is especially true in social media. This presentation focuses on the importance of having one, clear voice that permeates all the social channels an organization has. Often an organization will look, sound and feel different on different channels and not even realize it. Even thought your channels and their purpose are unique (Facebook, Twitter, Linkedin, etc.), the overall brand voice to a prospect or client needs to be consistent. In this presentation I address the common mistakes businesses make plus show examples of companies that are doing a great job of keeping their brand genuine across their social media footprint. I also provide steps a business can take to try and achieve similar results. Today’s social media landscape is a wildly mixed, unpredictable gathering that’s difficult to predict and almost impossible to plan for. You know, kind of like a party. But some foundational brand work on you part can help ensure you’re ready for whatever happens. Key Presentation Takeaways: • Tips on developing your core brand voice and tailoring it for social media • How to express that voice through appropriate, channel-specific content • Ways to ensure your branding is aligned across all your social media channels Follow Twitter comments at #realsocialnc
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It's Your Party - Keeping Your Brand Real On Social Media
- 1. IT’S YOUR PARTY Dean Logan | Founder + CEO, FOUNDATION | 07.14.15 Keeping Your Brand Real On Social Media
- 3. Statistics Definitions Blogs Strategy “Content Marketing” Nope #realsocialnc
- 4. Social media successes How brand played a role Ways it was communicated Common mistakes Things you can do now Yep #realsocialnc
- 7. #realsocialnc How a person feels when they see or hear your company name What the brand is
- 8. #realsocialnc Brand lives in the mind and heart of your audience
- 10. Online service for inexpensive razors + razor blades. Founded by Mark Levine + Michael Dubin Met at a party - talked about the insane cost of razor blades With their money + investments, began in July 2011. In 2012 created a $4,500 video that changed marketing forever #realsocialnc
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- 13. #realsocialnc “We think that because of this really approachable voice that we speak to guys with, we can educate them about the benefits of changing the way they do things.”
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- 27. #realsocialnc 1.7 million men + women subscribers Shaving cream, aftershave, hair styling, butt wipes Yeah, butt wipes >$60 million revenues in 2014 7.2% men’s cartridge market 2014
- 28. #realsocialnc Online service for inexpensive, vintage-style Rx glasses Founded by Neil Blumenthal + David Gilboa* Got the idea when Neil left a $700 pair of glasses on a plane Launched when they were in grad school in February, 2010 Their “Home Try-On Program” got the attention of GQ + Vogue Called them The Netflix of Eyewear
- 29. #realsocialnc “Warby Parker is the person you’d want to be next to you at a dinner party. …quick-witted, but wears her intelligence lightly. Looks sharp without planning to. Takes a dare. Always offers to help with the dishes."
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- 48. #realsocialnc >$35 million revenues in 2013 >$100 million revenues in 2014 (estimated) Could be valued at $1.2 Billion* “The Warby Parker of ______________”
- 51. What do you want them to feel? #realsocialnc
- 52. What do you want them to say about you? #realsocialnc
- 53. What do you want them to expect from you? #realsocialnc
- 57. #realsocialnc Not enough time #realsocialnc Not enough time #realsocialnc
- 61. #realsocialnc What you can do now
- 63. #realsocialnc Have a… viewpoint, opinion, mission
Editor's Notes
- You can Google all these things. “Strategy” will mean different things for different organizations. One-size will not fit all.
- Big term. Means lots of different things depending on who you ask.
- NOT your logo, tagline, standards manual, typefaces, colors, website, brochure or EVEN YOUR SOCIAL MEDIA. These are all expressions of your brand – tactics to communicate and connect with your audience. Think about how you dressed today. What you wore. Your accessories. These things don’t define you – but they are a reflection of who you are as a person. “Brand” works in much the same way.
- Brand lives in the mind and the heart of your audience. You cannot fully control this – only hope to influence it the way you’d like it to exist.
- You cannot fully control this – only hope to influence it the way you’d like it to exist.
- Not “mega companies” with millions of dollars in marketing budget. Small, relatively new ones who started just like you.
- The video prompted 12,000 orders in a two-day span after it was released, and has received over 17 million views as of January 2015. “We ran out of inventory in the first six hours.”
- Michael Dubin - Comedy experience with the Upright Citizens Brigade – alums include Kate McKinnon, Horatio Sanz, Ed Helms (face tatoo guy from The Hangover) and Amy Pohler
- Web - homepage
- Web – blogs “It’s not a stupid question”
- Pinterest Ahhh – see what he did there???
- General language – tone of voice = BRAND
- After first 3 weeks, hit first year of sales targets. Sold out top 15 styles in 4 weeks and amassed a waiting list of 20,000 customers because they were out of inventory.
- First video/ad – September 2012
- “Love Connection” – May 2013. Customer service taken to a whole new level. Currently over 23k viewings. Now over 2000 videos – each which average 120 views per video. Warby Parker’s team responded to questions on Twitter with quickly-shot YouTube videos, They turn mundane interactions with into remarkable, social ones.
- Video/ad – December 2014
- Website – homepage
- Website Notice there is no “FAQ’ – it’s a fresh way to serve up company information and another opportunity to speak in the Brand Voice.
- Website
- Website
- Website
- April Fool’s 2012
- April Fool’s 2012 2.5x web traffic of the real site.
- “Half Decade Parade” 2015
- Annual report –have things like what bagels they ate, popular misspellings of the name, etc.
- For every pair of glasses purchased, company pays for the production of a pair of eyeglasses for the non-profit organization VisionSpring, which in turn sells either directly to consumers or companies. Program is named "Buy a Pair, Give a Pair". In June 2014, announced that it had distributed 1,000,000 pairs of eyeglasses to people in need. Warby Parker is a certified B Corporation with areas of excellence in Accountability and Consumers.[21] The company is 100% carbon neutral. THIS MAKES PEOPLE CARE.
- “Women ages 18-32” is not an audience.
- Think about what you expect from brands. Disney. Coke. Toyota. These are the ways consumer start defining your brand.
- No one person truly owns the social media footprint. Given to random individuals. Or, worse, the owner/principle.
- Don’t give this responsibility to someone then expect it to happen during “downtime” or “when things are slow”
- Yeaaaaaaahhhh… Too many layers of approval. Red tape isn’t just found at “big” companies – small ones can also be guilty of Process. “Let’s just run this by ________ when she gets back.” “Has ______ seen this?”
- Don’t overthink this stuff. Have a plan, have a strategy, have a voice but don’t scrutinize every little detail. “You're not in the perfect business Stop pretending that's what the world wants from you. Truly perfect is becoming friendly with your imperfections on the way to doing something remarkable.” Seth Godin
- Loss of focus, intensity, consistency over time. Soooo easy to let this slip especially when things get busy.
- You cannot be all things to all people. Know who your audience is. Know who you are. Then be it.
- What is your “why” – great presentation by
- Create a persona – voice, dress, movies, books, music, food, tv, art, fashion, friends, etc.
- Style guide, “mood boards – fashion etc. > Pinterest page…OLD SKOOL > magazine clippings” this is so everyone in the organization can know and learn even if they’re not responsible for social media
- So everyone in the organization can know and learn even if they’re not responsible for social media. EVERYONE New people especially – people leave organizations, it’s a fact
- Seceed control – leave ego at the door.
- Things will NOT go according to plan the way you intended.
- Often tempting to do something way off-brand or off-message. Don’t. Brands get into trouble this way – people are smart and will see right thru a hollow attempt to piggyback on a trend/event. If your brand is built on dependability, tradition, steadfastness i.e. Lawyer Firm… a Harlem Shake video probably isn’t a good idea.
- Use quality content and make sure it’s relevant and aligns with your brand/message/mission. Take time and invest in your content, whatever that may be. Don’t recycle stuff that wasn’t meant for social media.
- Have a schedule and for the love of God stick to it. Don’t fall victim to JGS