The document discusses key concepts around social media and its impact on brands. It defines social media as media for social interaction using accessible publishing techniques. It discusses the importance of brands being heard and seen on social media through awareness, telling their story, and engaging in two-way conversations. It also provides examples from companies like Nestle, Oreo, and Radiohead on how to effectively use social media and respond to issues.

1. FOLLOWERS, LIKES, FANS AND BRANDS
How to understand forms of social media language
that impact your brand.
Presented by Michael and Patty Clawson
Big Fish Creations

2. WHAT IS
SOCIAL MEDIA?

3. SOCIAL MEDIA
Social media is media for social interaction, using highly
accessible and scalable publishing techniques,
utilizing web and mobile based delivery.
Source:
en.wikipedia.org/wiki/Social_media

4. KEY WORD:
Social Interaction

5. PRIVATE vs PUBLIC
•There is a fine line between the two.
•Assume, most everything you post is public.
•If you wouldn’t say something in public,
don’t say it online.

6. STATISTICALLY SPEAKING
• Facebook = One billion users.
• Twitter = 580 million users.
• One million websites have integrated
with Facebook.
• New social channels pop-up everywhere.
Instagram, Pinterest, Klout, Google+, Tumblr, etc.

7. IT’S LIKE FLOATING
UPON THE OCEAN
IN A DIXIE CUP.

8. BE HEARD. BE SEEN.
•Brand awareness is key.
• Know your customers, and understand why
they would follow or like you online.
• Be present, active, and participate.
• Today’s customers want a 2-way conversation.
• Educate your customer on who you are and
what you offer.
• Tell your story. Engage the conversation.

9. MINIMIZE AUTOMATION
•Avoid using a service that automatically
makes posts at a specific time.
•Timed posts can backfire.
•Automation transforms your social
interaction into an answering machine.

10. CASE STUDY - RADIOHEAD
Source:
Read More

11. MINIMIZE AUTOMATION
•Avoid using a service that posts to multiple
channels at the same time.
•Audience can differ in each channel.
•Character limitations in different platforms
means messages truncate while crossing
channels.
•If you must automate, choose less
characters and link to more content.

12. LISTEN AND PARTICIPATE
•Set time aside to monitor and interact with
your channels.
•Set up notifications on your mobile device
to inform you of interactions.
•Fulfillment should be ASAP,
but don’t wake up in the middle of the
night to do it. Unless it’s a crisis
management issue, or a million dollar sale.

13. CASE STUDY - NESTLÉ

14. CASE STUDY - NESTLÉ
Read More

15. CASE STUDY - NESTLÉ
• Nestlé requested the video be removed from
their Facebook feed because it violated their
trademark.
• This further angered Greenpeace supporters who
began to repost Nestlé’s logo in a negative
manner, and push the ban on the brand.
• Nestlé was slow to respond, (2 weeks) via a
“We will fix this in 2015” letter.
• A lesson learned for brands in social media.

16. TROLLS AND SPAMMERS
• Don’t feed them!
• Watch your social channels daily.
• Pay attention to your alerts.
• Report and block spammers.
• Be aware that an unhappy customer may appear to be
a spammer.
• Don’t over-react.
• Be professional. Be nice.
• Worse case: take it offline - Email or personal
messages.
• With a strong brand, your fans may help.

17. ENGAGE AND ADAPT
• Become your brand’s evangelist.
• Leverage positive content related to
your brand.
• Repost. Retweet. Reiterate.
• Be true to your brand and its message.
• Listen, monitor, and adapt.
• Act accordingly.
• Seize the opportunity.

18. CASE STUDY - OREO
Read More

19. FOCUS CHANNELS
• Before you choose a social media channel,
determine your objective.
• The nature of the channel will determine the
content that goes into it.
• Engage. Put your message in the channel(s).
• Measure the results.

20. FOCUS CHANNEL
• Facebook is the largest social media network.
• Facebook pages are powerful for brands.
• Metrics and reporting functions for success:
• Page Insights.
• Likes.
• Reposts.
• Page and post reach.

21. FOCUS CHANNEL
• Twitter offers real-time interaction with
your brand.
• Faster messaging.
• Metrics and reporting functions for success:
• Followers.
• Retweets.
• @replies and interaction.

22. FOCUS CHANNEL
• Yelp is reputation management.
• Crowd sourced reviews of your brand.
• Metrics and reporting functions for success:
• Reviews.
• Stars.
• Participation.
• Referrals.

23. FOCUS CHANNEL
• Linkedin networks your brand.
• Find leads.
• Metrics and reporting functions for success:
• Connections.
• Discussions and participation.
• Referrals.

24. FOCUS CHANNEL
• YouTube visually broadcasts your brands
message.
• Largest video sharing social community.
• Metrics and reporting functions for success:
• Video views.
• Video reviews.
• Stars.
• Channel subscribers.

25. OTHER FOCUS CHANNELS
• Photo sharing.
• Slide sharing.
• Blogging.
• Pinning.
• Check-ins
• Etc.

26. DOES ROI REALLY MATTER?
• Yes. Track the success of your social media campaign, and
determine how it directly correlates to your sales.
• Numbers are not the only measurement of success.
• The Takeaway . . .
• Social media engages your brand.
• Social media builds loyalty and trust.
• Social media opens up a line of communication.
• Social media is part of your marketing mix.
• The value of this?
• Priceless.

27. THANK YOU
MICHAEL CLAWSON PATTY CLAWSON
Facebook: michaelclawson Facebook: pattyclawson
Twitter: @michaelclawson Twitter: @patriciaclawson
Instagram: bigfish Instagram: patriciaclawson
Flickr: michaelclawson Flickr: pattyclawson
500px: bigfish Pinterest: patriciaclawson
Linkedin: michaelclawson Linkedin: pattyclawson
Google+ michaelclawson Google+ pattyclawson
Web: www.bigfishcreations.com
www.slideshare.net/thebigfish/socialmediaforbrands