This document discusses using social media for brand building. It explains that marketing is now about engagement rather than convincing. It advises leveraging social media platforms like blogs, Twitter, LinkedIn and Facebook to build your brand through sharing content and building relationships. It provides tips for social brand building such as being generous, tracking analytics, and finding influencers on key platforms. The goal is to expand reach and influence to build social brand equity.

1. SHARING IS GOOD
KARMA: USING SOCIAL
MEDIA FOR BRAND
BUILDING

2. GETTING TO KNOW YOU

3. WHAT IS SOCIAL MEDIA?

4. THE TECHNOLOGY THAT CONNECTS THE WORLD

5. HOW MANY SOCIAL MEDIA PLATFORMS DO YOU USE?

7. HUH? WHAT’S THE DIFFERENCE BETWEEN THEM?

8. WHY SHOULD I CARE ABOUT IT?

9. OK, BUT HOW CAN I USE IT?

10. IT’S ALL ABOUT SHARING

11. TRANSFORM YOUR BRAND
MARKETING IS NO LONGER ABOUT CONVINCING
MARKETING IS ABOUT ENGAGEMENT

12. HOW CAN YOU LEVERAGE SOCIAL MEDIA FOR YOUR
BRAND?

13. THE DRIVERS OF THE SOCIAL BRAND
Blog
Klout Twitter
Social
Specialty
networks,
sites, and
Brand LinkedIn
channels
Google+ Facebook

14. THE BLOG: THE HUB
OF SOCIAL
INFLUENCE
Graphic by David Armano, EVP, Global Innovation & Integration at Edelman Digital.

15. YOUR BLOG

16. THE HOLY TRINITY

17. TWITTER

18. LINKEDIN

19. FACEBOOK

20. GOOGLE+

21. QUORA

22. KLOUT

23. AN INVESTMENT OVER TIME

24. UTILITIES & ADD ONS

25. HOOTSUITE

26. LIST THREE TOPICS THAT YOU COULD WRITE A BLOG
ABOUT

27. BUILDING YOUR SOCIAL BRAND

28. TIPS FOR SOCIAL BRAND BUILDING
 Be generous and gracious. Check your
ego at the door.
 Don’t be That Guy: no blatant self-
promotion. Help others first and most.
 Be personable without being too personal.
 Be omnipresent: take advantage of
crossposting automation.
 Be a nerd: track and measure everything.
 Be yourself, consistently. No split
personalities.
 Be generous with comments, praise, likes,
opinions, responses and reTweets.

29. YOUR BRANDING STRATEGY
 Who do you want to
reach?
 Why?
 What do you want them
to do?
 How can you help them?
 How will you know when
you’ve succeeded?
 What are your current
marketing goals?

30. WHERE ARE YOUR KEY INFLUENCERS?
 LinkedIn
 Facebook
 Twitter
 Flickr
 Pinterest
 Amazon reviews
 Google+
 Forums

31. BUILDING A PROFILE
 Use consistent, friendly, professional profile
photo
 Your face
 No kids or pets
 Create consistent one-line bio
 Create consistent one-paragraph bio
 Use www.knowem.com to save name
across SNS
 Capture your name, brand, or as close as
you can get to it.

32. BUILDING PRESENCE
 Blogs/podcasts  Twitter
 ReTweet relevant, useful content
 Post thoughtfully on a regular
basis on relevant topics  Reply promptly
 Comment on relevant blogs  Twitter events with hashtag
 submit podcast comments  Participate in Follow Friday
 Facebook  LinkedIn
 Like  Comment on LinkedIn group
posts/discussions
 Comment
 Link your blog, twitter, travel
 Join Facebook events
schedule to your profile
 Share Facebook events
 Like, comment, & forward posts
 Invite more people to Facebook
 Post events & promote events
events
Tag friends in photos

33. THE DYNAMICS OF INFLUENCE
Find a POV.
Sharing is good karma. Actively try to support others and share their content.
Quality content is King when it comes to social media. Actively create or
support others who create engaging and interesting content.
Transparency and openness is the foundation of social trust.
Social reach is driven by 1 -4; your network will expand and to an extent
become viral if you focus on those points.
Influence is a by product of content and reach. It’s also a responsibility.
People trust you, so work hard to reward that trust.
Each day is a new opportunity to do more for others. It’s called “social” media
for a reason so learn to play well with others.
Brand equity is proportional to financial opportunity.

34. THE FORMULA FOR SUCCESS
[[C (content) x S (sharing) = R (reach)]
x [T (trust)]= I (influence)]]
+[CF (customer focus)]]
= SBE (social brand equity)

35. WHERE ARE YOU MOST LIKELY TO FIND YOUR KEY
INFLUENCERS?

36. SOCIAL MEDIA BRANDING RULES

37. RULE # 1
1. Build Relationships with Influencers
– The Top 1% of Content Curators
In category after category, data show
that a small fraction of site visitors are
responsible for a substantial portion of
total site traffic. On average, the
percentage of influential users on a
given site is 0.6% and rarely above 4%.
However, these influencers regularly
generate 20%-50% of total site traffic
and an even higher share of
conversion. To make social media
marketing effective, marketers have to
identify and engage — and better
recognize and reward — these super-
influentials.

38. RULE # 2
2. A Little Martha Stewart Etiquette
Goes A Long Way – Throw Your
Own Party!
Don’t just cater to someone else! If you
base your social campaigns in venues
you don’t control — such as Facebook
or YouTube — you may get great
“attendance,” but data show it’s hard to
convert and retain these party-goers. If
your goals are anything beyond
building brand awareness, it’s better to
have a house of your own where
friends can find you — such as your
own branded social site, contest site,
or customer forum.

39. RULE # 3
3. The Power of “Weak Links” – A
Friend of a Friend Matters!
Influentials generally have many direct
“friends” and “followers,” but what
makes them truly valuable is the
number and relevance of their
extended or indirect connections.
These “weak links” matter in the “real
world,” and they matter even more
online. A critical implication for
marketers is the need to track the
extended social graphs of their content
if they are going to be able to
understand and activate the dynamics
of influence.

40. RULE # 4
4. The Feed the Fire Rule; Build
Links and Relationships
Consumers love to share relevant,
engaging, useful, and entertaining
content with their friends. Make it easy
for them to find your content and make
it easy for them to share your content.
It means actively syndicating and
curating your content and distributing it
not only through your brand’s social
graph, but through the graphs of your
most influential advocates and fans.
Easy ways to do this include
following/friending your influentials’
followers/friends and
retweeting/posting content even if it’s
not yours.

41. SOCIAL MEDIA IS ABOUT BUILDING BRIDGES
“Networking is not about
hunting. It is about farming.
It’s about cultivating
relationships. Don’t engage
in ‘premature solicitation’.
You’ll be a better networker
if you remember that.” – Dr.
Ivan Misner, NY bestselling
author & founder of BNI

42. WHAT ARE 2 KEY TAKE AWAYS FROM THIS SESSION?

43. THE FUTURE IS UP TO YOU; WHAT WILL YOU DO
NOW?