Original guide to social branding with proven formats to successfully launch and maintain multiple brand campaigns.

1. SOCIAL MEDIA GUIDEBOOK 2015
M I K E N A S C I M E N T O | M BA

2. S O C I A L A C T I O N P L A N
S O C I A L I N T E R A C T I O N P L A N
S O C I A L M E D I A O V E R V I E W
6. li sten & i nvestigate
7. re sp ond & iter ate
8. p ivot & red efine
1. de fin e o ur br and
2. de fin e o ur consumer
3. de fin e o ur objective
4. de cide on str a teg y
5. deli ve r con te nt
MIKE NASCIMENTO
MBA | 2015

3. SOCIAL ACTION
o What do we offer?
o What makes us competitive?
o What do we stand for?
o What is our current social media state?
o What is the ultimate culture we wish to communicate?
SOCIAL INTERACTIONSOCIAL OVERVIEW
SO C I A L MED I A OV ERV I EW | define our brand
MIKE NASCIMENTO
MBA | 2015

4. SO C I A L MED I A OV ERV I EW | define our consumer
o Who loves us and why?
o Who are we targeting?
o Where is their time spent on social media?
o How often do they care to interact with their brands?
o What do they expect from us?
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

5. SO C I A L MED I A OV ERV I EW | define our objective
o What is the R.O.I. for our social media presence?
o How can we leverage our brand while controlling and protecting it at once?
o What do we want to say?
o What KPM’s do we want to layout?
o What should we offer?
(i.e. customer service, marketing, basic PR, advertising, product messaging, source for info, etc.)
o What can we gain?
(i.e. find new audiences, segment the market, focus on regions, app promotion, further engagement, etc.)
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

6. SO C I A L MED I A AC T I O N | decide on strategy
o Determine the appropriate social platforms to enter
o Know which platforms speak to each consumer in our segmented market
o How can we expect people to find us? (use of hashtags, sponsorship, influencers, etc,)
o How might we cobrand with Aston Martin on social as a licensee?
o How often should we produce content to start a conversation?
(i.e. frequency, time of day, matching current promotions, etc.)
o What safety checklists should we employ?
(i.e. proofs, misspelling, public sensitivity, legal, etc.)
o Implement timely checkpoints to assess effectiveness?
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

7. SO C I A L MED I A AC T I O N | decide on strategy
o Find brand influencers (paid or voluntary) that we can leverage
• Non-paid influencers promote on their own or via seeded product
• Paid influencers must declare so per U.S. marketing regulation
• Find strong influencers (Plaid Social Lab, Klout, Nuvi, agencies, search engines, etc.)
• Engage with their content on user level to express value and interest
• Build upon common beliefs and establish a relationship of trust
• Have regular interaction as appropriate to keep communication warm
• Suggest possible promotion opportunities for your brand and find out how
you might offer value to them as well (guest blogger, event sponsor, etc.)
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

8. SO C I A L MED I A AC T I O N | deliver content
o How do we represent the brand, the company, and the product?
o What is our desired tone of voice?
o Employ the type of content that performs best on each platform
o Plan and budget for a consistent flow of genuine storytelling content
o Ensure our message is engaging and original
o Tailor our message to each audience and deliver it in its simplest form
(i.e. infographics, links, clear product images, messages no longer than 3 sentences, etc.)
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

9. SO C I A L MED I A AC T I O N | deliver content
o Establish a strong Facebook presence for all things brand
• Users can easily share our videos, images and posts
• Free page analysis & easy to use paid posting options
• Video posted directly to Facebook pages (as opposed to a
YouTube or Vimeo link) more likely appear in news feeds
• Facebook has 968mm daily active users, 844mm being
on mobile thus requiring mobile friendly links (1)
• 83% of daily users are outside the U.S. and Canada
with 223mm users in Europe (2)
• The average Facebook visit lasts about 20 minutes (3)
• Highest traffic occurs mid-week between 1-3pm (4)
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

10. SO C I A L MED I A AC T I O N | deliver content
o Actively use Twitter account to keep regular engagement
• 100mm daily users & 34% check in multiple times a day (5)
• Saudi Arabia has the highest percentage of Twitter users (6)
• The average Twitter user follows 5 or more businesses (7)
• 37% of users will buy from a brand they follow (8)
• In 2013, Twitter generated $716mm in auto sales (9)
• Luxury car brands saw a $17.80 USD return for every
marketing dollar spent in 2013 (9)
• In 2014, 361mm tweets in 4 mos. involved TV shows watched (10)
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

11. SO C I A L MED I A AC T I O N | deliver content
o Post visually stimulating content to Instagram & Pinterest
• Over 300mm instagram users with 77.6mm in the U.S. (11)
• Estimated 90% of Instagram users are younger than 35 (12)
• 97% of engagement with posts is simply a like/heart (13)
• Photos see 36% more likes than 15 sec. Instagram videos (14)
• Top engagement profiles: Kim Kardashian & Kylie Jenner (15)
• Pinterest draws in 100mm users with 85% being female (16, 17)
• 45% of users hail from outside the U.S. market (18)
• Average time spent on Pinterest per visit is 14.2 minutes (19)
• 47% are weekly users,17% of US adult users check in daily (20,21)
• 18% of Pinterest users have a HH income of $75,000+ USD (22)
• 49% use Pinterest as a replacement to browsing catalogs (23)
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

12. SO C I A L MED I A AC T I O N | deliver content
o Post lasting brand content to our YouTube channel
• Around 4B views on Youtube each day, 1B on mobile devices (24)
• 300 hours of new video uploaded each minute with 6B hours
viewed each month (25)
• Almost 8,000 hours of videos viewed per minute via Facebook (26)
• On average, each mobile viewing sessions lasts 40 minutes (27)
• Highest searched category is music with 38% of all views coming
from music videos (28)
• 1B minutes spent watching the top ten ads of 2014 (29)
• 80% of Youtube traffic comes from outside the U.S. (30)
• Saudi Arabia has highest number of views per day at 90mm (31)
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

13. SO C I A L MED I A AC T I O N | deliver content
Basic Recommendations:
o Use only a few simple hashtags that are creative, low traffic & high reward to
find the intended community you are addressing
o Allow sharing to happen naturally and easily without pandering for tags,
likes, or shares
o Keep it fresh and create enough content that you do not repeat posts
o Do not address topics that are out of scope for our online branding
(i.e. mentioning quarterly reports, price tags, politics, religion, violence, etc.)
o Don’t allow for accidental personal posts or misspell our own name
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

14. SO C I A L MED I A IN T ER AC T I O N | listen & investigate
o How does the consumer drive our brand?
o How can we help guide the brand in the hands of the consumer?
o What are the numbers behind our handles?
(social media analysis, tools, progress in established KPM’s, increase in brand awareness, etc.)
o What does our audience have to say in the conversation?
o How do our competitors address similar issues?
o Who is our unknown support audience not previously addressed?
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

15. SO C I A L MED I A IN T ER AC T I O N | listen & investigate
o Top Online Tools for Social Media Analysis
• Mention – Find influencers that are talking about your brand
• RiteTag/Tagboard – Free tools to track Hashtag popularity
• Hashtagify – Free tool finds relationships between hashtags, promotions
• Mashable – Identifies overall social media trends to be aware of
o Top User-Friendly Programs for Posting and Tracking on Social Media
• Nuvi – Find Influencers, Track and Post across multiple platforms
• Hootsuite – All-in-one posting tool with analysis and admin sign off on post
• Sprinklr – Ease of use posting for multiple handles, users and channels
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

16. SO C I A L MED I A IN T ER AC T I O N | respond & iterate
o Feed our love group/supportive audience; listen and motivate
o Express concern and show appreciation but in our own fashion
o Maintain individualized conversations separate from content delivery that
help our consumer align with our offering and brand
o Do not correct our consumers but seek to understand them first
o Problem solve in product support via links, etc. without direct answers to
ensure personal customer service beyond social handles
o Continue in new content production to create more conversations via our
established Social Action plan
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015

17. SO C I A L MED I A IN T ER AC T I O N | pivot & redefine
o Brainstorm new content that speaks to what consumers enjoy in our brand
to create new conversations
o Expound on our previous posts as needed
o Keep the audience hooked with more engagement similar to our most
successful posts
o Introduce further content applicable to pending launches
o Adjust product messaging across the company to improve consumer
understanding based on our social feedback
o Redefine Social Media Overview as needed for a more clearer company focus
o Revisit our Social Action Plan to match our interactive company brand
SOCIAL ACTION SOCIAL INTERACTIONSOCIAL OVERVIEW
MIKE NASCIMENTO
MBA | 2015