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Social Media Presentation
The document provides an overview of how to effectively use social media for brands. It discusses developing a brand voice, finding target audiences, best practices for content creation and posting, and analytics. Examples are given of brands like Coca-Cola, Clarisonic and Dell that have successfully applied these strategies across platforms like Facebook, Twitter and YouTube to grow communities and drive business goals. Local business Puritan Cleaners is highlighted for its community-focused social media approach.
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Social Media Presentation
- 1. GETTING THE MOSTOUT OF SOCIAL MEDIA FOR YOUR BRAND Christina Dick and Courtney McLaren
- 2. AGENDA 1. Introduction intothe Social Space 2. Applying your Brand Strategy to Social Media 3. Social Media Tips & Tricks 4. Keeping Track of it All: Social Analytics 5. Case Studies: Brands Doing it Right
- 3. THE SOCIAL SPACE Participateand Share
- 4. APPLYING YOUR BRAND STRATEGYTO THE SOCIAL SPACE I. Developing a Brand Voice II. Finding your Fans/Customers
- 5. DEVELOPING A BRANDVOICE What is your mission statement? How could you apply that to the social space?
- 6. COCA-COLA’S VOICE ISHAPPY AND POSITIVE Coca-Cola’s mission: • To refresh the world... • To inspire moments of optimism and happiness... • To create value and make a difference. Their Voice Is... carefree refreshing uplifting real happy cheerful classic positive Source: Cocacola.com
- 8. WHAT IS THEBRAND VOICE?
- 9. DEVELOP A COMMUNITYAROUND YOUR BRAND: KNOW YOUR FANS Who is your customer and where can you find them online?
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- 12. SOCIAL MEDIA TIPS& TRICKS I. Dos and Don’ts II. When to Post III.What to Post IV. Types of Posts
- 13. DO DON’T •Give your brand a human voice. •Ask your fans to do something. •Reuse the same content. •Be consistent with your brand. •Ignore your fans/followers. •Create valuable content. •Forget to measure. •Keep up with trends. •Use a content calendar.
- 14. WHEN TO POST Overall, Friday gets the most engagement per fan On Average, Posts made before than Sunday with 64% more shares, like and noon get 65% more engagement. comments; and 13% more then Saturday. However, Friday is only 7% more effective than Monday and 3% more than Tuesday and Thursday. Source: “The Anatomy of a Facebook Post” Vitrue. Sept, 20, 2010
- 15. WHEN TO POST:COAST TO COAST data provided by @danzarrella
- 16. WHAT TO POST Source:“The Anatomy of a Facebook Post” Vitrue. Sept, 20, 2010
- 17. Post Type Example Frequency* Directly Product Related 1-2 posts per month Question to encourage engagement 4-5 posts per month Timely/Seasonal/ Relevant to the 3-4 posts per month Community Poll 1-2 posts per month Coupons/Offers When Available *Frequency depends on your brand, industry and community
- 18. KEEPING TRACK OFIT ALL I. Hootsuite & Tweet Deck II. Facebook Analytics III. Twitter Analytics
- 19. HOOTSUITE AND TWEETDECK PROS AND CONS HootSuite Tweet Deck Pros: Pros: -Ability to schedule Tweets -Twitter interface -Google Analytics integration -Photo Tweeting -Accessible anywhere Cons: Cons: -Slower updates than HootSuite -Limit to number of Admins: you have to pay to increase the number of admins.
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- 22. CASE STUDIES: BRANDDOING IT RIGHT I. Clarisonic (B2C) II. Dell (B2B) III. Puritan Cleaners (local business)
- 23. CLARISONIC & LOOKGOOD... FEEL BETTER
- 24. CLARISONIC & LOOKGOOD... FEEL BETTER Goal: Clarisonic wanted to increase awareness of its own brand and Facebook page, as well as raise money and support for Look Good...Feel Better. Results: Clarisonic gained 31,468 “likes” during the campaign and donated $30,000 to the program. Further Engagement: Contests to win products, Fan submitted photos, celebrity endorsements, continued support of Look Good...Feel Better and they will be doing this campaign again this October.
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- 26. DELL Dell has done a great job at reaching both its B2B and B2C audiences through different platforms and different social spaces. Each social media property Dell uses to connect with individuals is specialized and unique, allowing for niche marketing. B2B Blogs: Dell has a variety of blogs that focus on different consumer or business topics. For example, Inside IT, Cloud Computing, Small Business and Channel Partners. Digital Nomads: Dell created a community website for digital nomads where they could virtually congregate and learn from each other’s experiences. Instead of pushing Dell products in the space, they allow the nomads to discuss how the work place is changing and what they are looking for in their new tools and products. Twitter: Dell has dozens of handles on Twitter that attract and address different subjects. One twitter handle (@DellOutlet) made $6.5 million in revenue for Dell by linking users to refurbished products from Dell’s outlet.
- 27. LOCAL BUSINESSES DOINGIT RIGHT Part of Puritan’s mission stated on the website is to do their part for the community. Social media helps Puritan highlight their efforts in the community
- 28. Puritan uses YouTubeto share fun videos to promote its services, like ‘Free-Pants Wednesday’ Puritan curates information and events about other local businesses Puritan uses hashtags to keep with encouraging community current topics on Twitter engagement on Facebook
- 29. Christina Dick @christinamdick christina.dick@martinagency.com Linkedin.com/christina.dick Courtney McLaren courtney.mclaren@martinagency.com Linkedin.com/courtneytmclaren