This document discusses how social media impacts brand perception and building relationships through social media. It notes that social media is responsible for the largest shift in brand perception and can both improve perception by showing interest in people and building trust, or ruin it by failing to respond or maintain a professional tone. It also discusses how social listening allows companies to discover customer conversations and generate leads by solving problems. Emerging 2016 social media trends highlighted include increased expectations for real-time response, growth of live streaming video, social commerce, and the rise of mobile searches.

1. Social Media Brand Perception
F e b r u a r y 2 4 , 2 0 1 6

2. Josh Dahmes
Vice President of Digital Strategy
Brittany Gadient
Social Media Manager
INTRODUCTION

3. AGENDA
1. About Bluespire
2. How Social Media Impacts Brand Perception
3. Building Relationships Through Social Media
4. Social Listening
5. 2016 Social Trends

4. Personalized engagement
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7. HOW SOCIAL MEDIA IMPACTS BRAND PERCEPTION

8. *Infographic from
SmartInsights.com

9. How does the
public
perceive your
brand?
Social
Media
Strategy
How do you
want the
public to
perceive your
brand?
*Studies show that social media is responsible for the largest shift in brand perception.

10. SOCIAL MEDIA & BRAND PERCEPTION
• Improve brand perception with social media
• Build trust
• Show interest in people
• Be consistent
• Showcase your brand values
• Use and promote images

11. SOCIAL MEDIA & BRAND PERCEPTION
Lay’s – Do Us a Flavor Campaign
• First time in 75 years let fans create new chip flavors
• Grand prize winner got $1 million prize
• 12% increase in sales
• Lessons Learned:
• Getting fans involved makes them feel connected to brand
• Showing interest in people

12. SOCIAL MEDIA & BRAND PERCEPTION
• Ruin brand perception with social media
• Failing to respond
• Only talking about your brand
• Over posting
• Long periods of silence
• Negative tone

13. SOCIAL MEDIA & BRAND PERCEPTION
Houston Rockets – Emoji Fail
• Houston Rockets eliminated the Dallas Mavericks from
the playoffs
• Tweeted a gun emoji pointing at a horse emoji
• Lessons learned:
• Hold a certain level of professionalism when you’re
representing a brand
• Emojis can speak louder than words

14. BUILDING RELATIONSHIPS THROUGH SOCIAL MEDIA

15. SOCIAL MEDIA & BUILDING RELATIONSHIPS
• Positive Relationship…
• Be real
• Ask questions
• Don’t censor your followers
• Discover where your community
hangs out and engage
• Create brand ambassadors

16. SOCIAL MEDIA & BUILDING RELATIONSHIPS
• Negative Relationship…
• Broadcast instead of engage
• It is “social” first, and “media” second
• Lose your voice / personality
• Stick to brand vision
• Ignoring people
• Using the wrong channels

17. SOCIAL MEDIA & BUILDING RELATIONSHIPS
• Pick your social media channel
• Different social networks have different focuses, and therefore attract different people – from age ranges to lifestyle choices and more.
*Stats from Sprout Social

18. SOCIAL LISTENING

19. Social Media Listening:
The process of identifying and assessing what is being said about a
company, individual, product or brand with social channels.

20. SOCIAL MEDIA LISTENING - MAPPING
What conversations are already happening?
What are the topics
What are the keywords
What channels are they happening on?
Public channels
Private or semi-private communities, forums or
message boards
Who are the key influencers and content creators?
Companies/competitors
Industry experts
Consumers

21. SOCIAL MEDIA LISTENING - BENEFITS
How it can benefit businesses…
1. Generate leads by solving problems
2. Discover where your community hangs out
3. Attract new customers
4. Get feedback
5. Improve customer care
6. Identify influences
7. Drive innovation

22. SOCIAL MEDIA LISTENING – FREE TOOLS
Hootsuite
• Useful if more then one person handling social media
TweetReach
• Measures how far your tweets travel
Klout
• Figuring out what people really think of brand and influences
Social Mention
• Measures strength, sentiment, passion and reach
HowSociable
• Measures competitors’ social media presence
Mention
• Brand mentions on social networks, news sites, forums, blogs or any web page
Google Alerts
• Monitor web for interesting new content and brand mentions
Hashtags
• Easiest way to search for brand terms

23. SOCIAL MEDIA LISTENING – PAID TOOLS
• SproutSocial
• Oracle Social Engagement and Monitoring
Cloud
• Meltwater
• IBM Social Media Analytics
• NUVI
• Sysomos

24. 2016 SOCIAL TRENDS

25. TRENDS IN SOCIAL FOR 2016
• Real-time engagement may actually become more real
o 53% of Twitter users expect a response within an hour (72% if
complaining) and only 12.5% got a response within 72 hours
• Live streaming video
o Periscope, Meerkat
• Social commerce
o $3.3 billion in US sales tracked to social media in 2015
o Including Buyable Pins on Pinterest and the Buy button being tested
on Twitter
• Social signals greater impact on search results
o Google has deals with both Facebook and Twitter
• Mobile is now actually first
o In 2015 more US Google searches were done on mobile devices than
on desktops for the first time
• Social data-driven decisions
o Not about likes and followers but about response rates, keyword
analytics and content engagement instead
*Source: Various
sources through
SproutSocial

26. Thank you!
Questions/Discussion