Post on 10-May-2015
description
How to Build Your Brand with Content and Social Media
Susan Gunelius
President & CEO
Winter Quarterly Meeting
January 16, 2013
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What is a brand?
What a brand is NOT.
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A brand is not a logo.
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A brand is not a product.
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A brand is not a slogan.
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A brand is not an ad.
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A brand is not a company.
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A brand is a promise.
• A brand promises something to consumers.
• A brand sets consumer expectations.
• A brand meets those expectations in every consumer interaction and experience.
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Brands that don’t keep their promises fail.
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What is a brand?
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The Elements of Branding
TangibleLogo
Color palette
Typeface
IntangibleImage
Messages
Promise
Brand Perception
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Consumers build brands,NOT companies.
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3 Steps to Brand Building
1. Consistency
2. Persistence
3. Restraint
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Strong brands develop over time.
• The strongest brands own a word or phrase in consumers’ minds.
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What word does your brand own?
Inexpensive
Reliability
Luxury
Performance
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Know Your Competition
• It’s not enough to know what you’re doing.
• Research your competitors and know them as well as you know yourself.
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If brands were people, who would you rather hang out with?
There is a reason the Mac Guy vs. PC Guy commercials were so successful.
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Take the Brand Perception Snap Shot
• What 5 words do you use to describe your brand today?
• What 5 words do your customers use to describe your brand today?
• What 5 words do you want consumers to use to describe your brand in the future (i.e., your ultimate brand goal)?
Find the gaps and fill them!
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Building Brands Externally
Remember,
consumers build brands,
NOT companies.
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Building Brand Loyalty
1. Develop consumer perceptions
2. Meet consumer expectations
3. Build consumer confidence and trust
Confusion is the #1 brand killer.
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Brand loyalty can evolve into a cult brand.
Cult brands are loved by specific groups of die-hard brand loyalists creating a sub-culture of society.
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Cult brands can grow into relationship brands.
• Built on experiences.
• Fill a void.
• Consumers self-select how they want to interact with the brand by choosing from brand experiences.
• Often experiences are shared among groups.
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Relationship brands are powerful.
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People look for new ways to experience and share relationship brands.
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People talk about the brands they love.
• Emotional connections with the brand and each other
• Word-of-mouth marketing is powerful
• Social media and content give every brand access to consumer conversations
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Positioning Pyramid
Target Audience
Rational Needs
Emotional Needs
Points of Differentiation
Reason to Believe
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Social Media and Content Marketing
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ALL Businesses and Organizations Can Benefit from Social Media
1. Get entry points!
2. Get found!
3. Get traffic!
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What Social Media and Content Marketing Can Do for You
• Audience engagement• Media coverage• Relationships• Brand loyalty• Long-term, sustainable,
organic growth
• Awareness
• Recognition
• Website traffic
• Sales
• Word-of-mouth marketing
INCREASE
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What Social Media and Content Marketing Can Do for You
• Rumors
• Inaccuracies
• Distrust and uncertainty
• Brand confusion
• Misaligned brand perceptions
DECREASE
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Gary Vaynerchuk of WineLibrary.tv
New Jersey Wine Store
Social Media
$70 million in sales per yearand
50% of sales from the Web.
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Shift from Marketer to Publisher
• Media and publishers provide content readers want and need.
• Marketers provide sales copy.
• It’s not about you!
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Traditional vs. New Media Marketing
• One-to-many
• Interrupt
• Repeat
• Push
• One-to-one
• Enhance
• Engage
• Pull
TraditionalTraditional New MediaNew Mediavs.vs.
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The 80-20 Rule
For every 20% of self-promotional content you produce,
create 80% that is not self-promotional.
Engage 80%
Me, Me, Me!20%
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Avoid Excessive Selling
Ski.com
Image via: Facebook.com/skivacations
1 Facebook Page Photo Upload with Comments
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Step 1: Set Your Goals
• If you just want to sell more stuff, you’ll fail.• Why are you on the social web?• What do you want to get from it?
GoalsGoals• Raise awareness• Customer service• Feedback• Publicity • Marketing• Reach younger demographic
Social MediaSocial Media• Blog• Facebook• Foursquare• Twitter• Flickr• YouTube• Livestream events• E-newsletter
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Step 2: Research and Benchmarking
• Customers and competitors
• Look outside your industry
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Step 3: Brand Yourself
• Promise: unique value proposition• Position: differentiators• Message: customer perceptions and
expectations
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Brand Consistency
• Logo, color, name, etc.• Increase awareness, recognition, and recall• Build brand perceptions and reputation• Examples:
– Blog design– Avatar (gravatar.com)– Facebook Page design– Twitter cover image and background– YouTube channel– Forum signatures
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Step 4: Find Your Best Audience
• Listen• Join• Engage• Share
• Stalk competitors• Hashtags.org• WeFollow.com• Topsy.com
How to Do It
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Example: Cakes for Occasions
• Pictures• Real-time promotions • Picked up by Boston Media• Testimonials• Business grew 25% and
saved $10,000 in marketing expenses in 1 year thanks to social media.
“We learned our audience was on Facebook, so
that’s where we went.”- Kelly Delaney, Owner Cakes for Occasions
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Step 5: Find the Influencers
• Find the people online who already have the eyes and ears of your target audience.
• They’re trusted and shared.• They’re powerful sources of word-of-
mouth.
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Example: Roger Smith Hotel
• Connected and engaged with influencers• Special Twitter discounts• Twitter kiosk in hotel• Special hotel welcome to guests who
come from social web
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Step 6: Establish Your Core Branded Online Destination
BlogFacebook LinkedIn
YouTube
TwitterPinterest
SlideShare
Lists
Page
GroupsAds
Groups
Page
Answers
Twellow
Profile
Sample Business Social Media Presence
Ads
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Step 7: Content is Key
• What you say:– Useful and meaningful
– Avoid excessive self-promotion
• How you say it:– Human, honest, and transparent
– Tell stories
– Give something extra or exclusive
– Leave jargon and rhetoric out
• Quality trumps quantity
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Example: NakedPizza
• Twitter discounts lead to direct sales.
• 68% of single-day sales have come from Twitter.
• Twitter integrated into point-of-sale system.
• Twitter kiosks set up in stores.
• No more direct mail – all Twitter.
“Direct mail is sent to a single address but there are multiple
people in those houses. We want to maximize and extend our marketing reach, and Twitter helps us do this
in leaps and bounds.”
-- Jeff Roach, NakedPizza co-founder
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Types of Content
• News• Interviews• Research• Promotions• Warnings• Images and photos
• Videos• Tips• How To• Lists• Commentary and opinion• Step-by-step instruction
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Popular Content
1. “Wow” factor visuals: positive or negative
2. Controversies: elicit opinions
3. Buzz topics: everyone’s talking about
4. Feel-good stories: Cute, funny, and touching, moments
5. Quirky and intriguing stories: Impossible not to read
6. Celebratory stories: Things to cheer about
7. News stories: Affect the local area
8. Breaking news: Big impact to the audience
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Writing Headlines that Get Noticed
• Promise something
• Be plausible
• Answer “what’s in it for me?”
• Be intriguing
• Be relevant
• Be useful
• Be specific
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Headline Samples
• 10 Mistakes to Avoid …
• The Secrets of …
• 5 Ways to …
• Tips for _____ the Pros Don’t Want You to Know
• Why I Never …
• 10 Lessons from …
• What You Need to Know About …
• Top 10 Best/Funniest/Weirdest/Worst …
• 5 Reasons …
• 20 Things You Might Be Missing …
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How to Write Content People Want to Read
• Start strong
• Benefits
• Emotional triggers
• You not me
• How and why
• Promise reward and deliver on it
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Writing for a Digital Audience
Conclusion (most important point)
Most important supporting info
Less important supporting info
Background info
Inverted Pyramid
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Starting Strong Tips
• Share a personal story• Ask a question• Offer immediately actionable help• Cite a relevant piece of research data• Evoke emotions• Tap into nostalgia
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• AmEx OPEN Forum• Huffington Post
• Crowdspring.com• 99Designs.com• SloganSlingers.com
• Elance.com• oDesk.com• Guru.com
Beyond In-house Free and PaidBudget Friendly
Get Content Creation Help
CROWDSOURCING
FREELANCERS
EXERTS & CONSULTANTS
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Step 8: Integrate, Cross-Promote, and Automate
SAVE TIME & MONEYEXTEND CONTENT REACH
• Publishing• Promotion• Monitoring• Analysis
Streamline
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Blog Post
• Hootsuite• Monitter• Google Alerts• Twitterfeed • TweetDeck• SocialMention
• Curalate• Storify• Paper.li• Scoop.it• CurationSoft• Intigi• XYDO• Curata
Don’t Reinvent the Wheel Don’t Waste TimeDon’t Start from Scratch
Get Help and Tools
• Twitter• Facebook• LinkedIn• Google+• Pinterest• YouTube• Infographic• SlideShare
AUTOMATE
CURATE
REPURPOSE
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Step 9: Analysis
• Quality not quantity• Focus on trends• Soft metrics vital• Engagement, sentiment, and
conversions
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Tracking Performance
Examples of What to Track:• Unique site visitors• Page views• Referrers• Incoming links• How visitors travel through site• Returning visitors• Comments• Followers and connections• Retweets and @mentions• Social shares and likes
Measure Against:• Sales• Click-throughs• Online mentions• Online sentiment
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Analytics Tools• One tool isn’t enough• Human analysis is essential
Fee-based Tools• Radian6• Sysomos• HubSpot• KissMetrics• Brandwatch• SocialReport• InboundWriter• Trackur• Alterian SM2• AwarenessNetworks• Unilyzer• Lithium
Free Tools• Google Analytics• Google Webmaster Tools• Hootsuite.com (also a paid version)• Tweetdeck.com• Bitly• Facebook Insights• LinkedIn company page statistics• Klout• PeerIndex• Twitalyzer (also a paid version)• SocialMention.com• Viralheat (also a paid version)
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Step 10: Let the Conversation Flow
3 Cs of Social Media Marketing Wrong (Failure) Right (Success)
Conversation Stop it. Let it flow.
ContentCopyright protect
it or put up a barrier.
Share it.
Control Hold it tightly. Give it up.
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But What if They Say Something BAD?
You have three choices:Use the 3 Fs of Social Media Reputation Management
FLIGHT
Ignore it. FIGHT
Join it.
FLOOD
Bury it.
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