Social media for branding

1. Social Media for BrandingPersonal, Professional or Corporate - The Basics Are the Same sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

2. Why Online Branding Is ImportantFor individuals: ❖ 70% of hiring managers say they’ve rejected a candidate based on information they’ve found online. – Washington Post, 1/28/10 ❖ 37% of employers use Facebook to prescreen applicants. – Hufﬁngton Post, 4/12/12 ❖ 91% of recruiters use social networks to evaluate job applicants. – 2011 Reppler Survey ❖ Employers admit they’re looking for resume exaggerations & whether applicant would be a good ﬁt for their culture. sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

3. Why Online Branding Is ImportantFor businesses: ❖ Online/Social Media is the new “word of mouth” marketing...just with much wider reach. ❖ Studies show that over 80% of Internet users do research via a search engine before they buy a product or service. ❖ Majority of people research local businesses online before doing business with them in person. sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

4. Why Social Media Is Important❖ Posts/updates are indexable points for the search engines.❖ Keyword-rich posts will help you get found AND show off your interests & expertise.❖ The more items you have indexed, the more likely you are to show up in search engine results. sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

5. Strategies/Methods - General❖ Individuals Should Open & Maintain Proﬁles on the Major Social Outlets ❖ Facebook, Twitter, LinkedIn, Google+, Pinterest, Blog.❖ Businesses Should Also Claim Major Online Proﬁles & Directories. ❖ Google Places/Google+ Local,Yahoo & Bing Local, Merchant Circle, Insider Pages, Superpages,Yelp, etc.❖ Fill out info completely with keyword- rich content to make them appealing to the search engines. sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

6. Strategies/Methods - Overview❖ Analyze which social media outlets contain your audience. ❖ Business - Where are your potential clients? ❖ Individuals - Where are your potential employers?❖ Compose keyword-rich posts that engage your audience AND read well to the search engines. sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

7. Strategies/Methods - Facebook❖ Best for individuals & B2C businesses.❖ Businesses should be sure to set up a company page, not a personal proﬁle with your business information.❖ Individuals should never trust security settings.❖ Posts and information can be indexed. sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

8. Strategies/Methods - LinkedIn❖ Best for individuals & B2B businesses, but works for all.❖ LinkedIn is considered a search engine in its own right, and the keywords in your profile will allow you to be found by searchers (like headhunters, recruiters, etc.).❖ Personal profiles can be indexed for company name and specialties, as well.❖ Businesses should set up a company LinkedIn page, as well as optimized personal profiles for another SERP point of indexing. sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

9. Strategies/Methods - YouTube❖ Take advantage of a YouTube channel - it’s the 2nd largest search engine, only behind Google.❖ Another entry point into SERPs.❖ Google puts emphasis on their own properties & YouTube is Google’s video outlet.❖ Ideas ❖ Businesses: facility tours, staff member bios, how tos, etc. ❖ Individuals: presentations, video resumes, talk about your expertise/passion. sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

10. Strategies/Methods - Pinterest❖ Another entry point into SERPs.❖ Great way to show off interests, personal & professional!❖ Ideas ❖ Businesses: Show industry expertise with your own videos & blog posts, repinning industry info, etc. ❖ Individuals: Show personality with personal-type pins (ie style, humor, etc.) while still showing professional expertise with professional-type boards & pins. sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

11. Strategies/Methods - E-mail❖ Easy place to show professionalism. ❖ Grammar, spelling & punctuation matter! ❖ Do NOT use text-speak.❖ Address matters. Employers & clients pay attention. ❖ Would you hire sexykitty@xyz.com or stephanie@sbnmktg.com? ❖ Would you work with sbnmarketing@yahoo.com or stephanie@sbnmktg.com?❖ E-mail signature is a GREAT place to include links to social media outlets. Show you’ve got nothing to hide! sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

12. Important Pieces of the Puzzle❖ Make sure information is the same across channels. ❖ Address, Phone Number, Web Address, E-mail Address, Offers, etc.❖ Make sure all pieces send the same message. ❖ Businesses: Print, online, e-mail, direct mail, etc. ❖ Individuals: Social media, resume, e-mail signature, etc. sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

13. What to Expect for Your Brand❖ OWN IT! Big brands don’t let others deﬁne them; neither should you.❖ Know what’s out there about you/your brand. Don’t let your reputation proceed you without you even knowing what it is!❖ Stop thinking search results will appear overnight.❖ Search engine algos change a lot. Do your best & don’t stop trying to learn.❖ Keep an eye on new outlets - which are worth your time? Analyze your audience & where/how you want to be found.❖ Social media can turn into a time suck. Figure out how much you can handle, and handle those things well. sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043

14. So...❖ Questions? ❖ Comments? sbnmktg.com ~ stephanie@sbnmktg.com ~ 704.218.9043