Branding and Building a Business Using Social Media Marketing by The Sutter Group
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The Sutter Group uses its decades of brand building experience when marketing on social media. By staying true to a company's core identity, brands can have representation on the latest platforms successfully. This presentation offers three steps to branding and building a business using social media marketing. This presentation was originally given on May 12, 2015 at the 10th Annual "It's All About ME!" (IAAM) Women's Business and Wellness Conference to Women Business Owners (WBO) of Prince George's County at the College Park Marriott Hotel and Conference Center (formerly UMUC) in Hyattsville, MD.
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Branding and Building a Business Using Social Media Marketing by The Sutter Group
- 1. 3 STEPS FOR BRANDING AND BUILDING YOUR BUSINESS presented by Rebecca Lombardo ON
- 2. INTRODUCTIONS • Journalism Major, M.A. in Liberal Studies • 13 years of magazine industry experience • Launched largest services division at Vocus (now Cision) of marketing consultants • Created “The State of the Media Report” • Freelancer for Huffington Post • Helped clients bring in more than $2 million in leads
- 3. I. Social Proof II. Choosing Social Media Channels III. Social Media Marketing in Under 10 minutes/day a. Apps b. Sources c. Content IV. Tracking & Attribution for Social Media ROI OUTLINE
- 4. • Before social media existed, how did small businesses get more clients/customers? • What was that called? Where / how did that happen? SOCIAL PROOF
- 5. Social content shows up in search SOCIAL PROOF
- 6. Social content shows up in search SOCIAL PROOF
- 7. CHOOSE THE RIGHT SOCIAL MEDIA CHANNEL
- 8. • Choose 2 core platforms, maybe 2 or 3 “accent pieces” • Reformat your logo, value proposition, marketing campaigns to fit their specs • Write and distribute your social media usage guidelines among employees BRANDING YOUR BUSINESS ON SOCIAL MEDIA
- 9. SELECTING THE RIGHT SOCIAL MEDIA CHANNELS
- 10. Among online adults, the % who use Instagram INSTAGRAM USERS 18 – 29 30 – 49 50 – 64 65+ WomenMen $30k – $49.9k
- 11. Among online adults, the % who use Pinterest PINTEREST USERS 18 – 29 30 – 49 50 – 64 65+ WomenMen $75k+
- 12. Among online adults, the % who use Facebook FACEBOOK USERS 18 – 29 30 – 49 50 – 64 65+ WomenMen $30k – $49.9k
- 13. REVIEWING SOCIAL SHARING & CHANNELS
- 14. MOBILE APPS FOR MANAGEMENT
- 15. Don’t stretch or abbreviate your logo, name, or elevator pitch. Recreate it to fit appropriately! REFORMATTING YOUR BRAND ON SOCIAL
- 16. SOCIAL MEDIA IN UNDER 10 MINUTES A DAY
- 17. DON’T SELL…PUBLISH Your Business Type Your Social Content Restaurant Food / Recipes / Dining Event Planner Party décor / Planning tips Life Coach Advice columnist Photographer Photography / shooting tips
- 20. “Ramp Up” Mode 100% of Posts • 50% – original content –50%: links to your original content (blogs, etc.) –25%: discounts, deals, offers from your business –25%: real time engagement • 35% – sharing other people’s content (blogs, etc.) • 15% – sharing news DON’T SELL…PUBLISH
- 21. “Guru” Mode 100% of Posts • 85% – original content –50%: links to your original content (blogs, etc.) –20%: discounts, deals, offers from your business –30%: real time engagement • 5% – replies • 10% – sharing news DON’T SELL…PUBLISH
- 22. Sources for Your Original Content: • Your Website (blog is best) • Your Google Adwords • Your clients • Your sales team CONTENT PLANNING
- 23. Sources for Your Discounts, Deals: • Current Events / National Holidays • Your customers / ideal clients • Your competitors CONTENT PLANNING
- 24. Saturday 15 minutes • Study analytics & learn something • Review posts with most engagement • Look at new fans/followers CONTENT PLANNING
- 25. Sunday 1 hour • Find holidays, events, anniversaries • Make a routine out of days of the week (Throwback Thursday) • Schedule 1 post/day on main 2 channels CONTENT PLANNING
- 26. Monday 2 minutes • read, read, read • respond • share the moment (use a hashtag) CONTENT PLANNING
- 27. Amy’s Baking Company Lesson: Don’t live post when emotional SOCIAL MEDIA FAILS
- 28. Entenmann’s Lesson: Inappropriate Hashtag Hijacking “Who’s #notguilty about eating all the tasty treats they want.” SOCIAL MEDIA FAILS
- 29. Progressive Insurance Lesson: Autoresponders Gone Wrong SOCIAL MEDIA FAILS
- 31. SOCIAL MEDIA DO’S Maes Beer • Over 7,000 people changed their Facebook name to Maes • Facebook App attracted over 500,000 people in 6 weeks • +75,000 Facebook likes in 1 day • The Facebook fanpage made it into the 6% most active pages worldwide • 1 out of 20 Belgians visited the website and the amount of fans tripled in 1 day
- 32. KNOW HOW TO TRACK AND ATTRIBUTE SOCIAL MEDIA ACTIVITY
- 33. Alerts! • Google News Alert • Tweetdeck Search Columns • TweetReach • SocialMention • Hootsuite • Tailwind (Pinterest Only) • Bitly TRACK IT…MEASURE IT…LOVE IT
- 34. Metrics • Retweets / Repins • Shares • Favorites • Comments • Email / Blog Sign Ups TRACK IT…MEASURE IT…LOVE IT
- 35. Easy: • Coupon Codes exclusive to Facebook Fans • Email Marketing Only offers • Rewards Programs (current clientele) TRACK IT…MEASURE IT…LOVE IT
- 36. Hard: • Google Analytics: –Social media referral traffic –Conversion tracking ($ value) –Shopping cart value per purchase • Google Adwords: –View through rates –Click to call conversions –Landing page conversions TRACK IT…MEASURE IT…LOVE IT
- 37. Conversion Tracking: TRACK IT…MEASURE IT…LOVE IT
- 38. Conversion Tracking: TRACK IT…MEASURE IT…LOVE IT
Editor's Notes
- Good Afternoon. My name is Karen Sutter and I am President of The Sutter Group, an interactive, marketing agency. And joining me here on the dais is Rebecca Lombardo, TSG’s Social Media Marketing Guru.