Branding And Social Media
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Transcript of Branding And Social Media
DECEMBER 14, 2010
Branding & Social Media
Michele Savoldi - @cbusimPRessions
Facebook Stats
More than 500 million active users
50% of active users log into Facebook in any given day
Average user has over 130 friends
Average users send 8 friend requests per month
Average users spend 55 minutes per day on Facebook
There are over 160 million objects that people interact with (pages, groups and events)
Average user is connected to 60 pages, groups or events
More than 25 billion pieces of content (web links, new stories, blog posts, notes, photo albums, etc. ) shared each month.
More than 100 million active users currently using a mobile device to access Facebook
Twitter Stats
55% female tweeters; 45% male tweeters As of beginning of 2010 there are 75,000,000 users Average of 50 million tweets per day 20% users active 347% jump since last year in people accessing site via
mobile browser (4.7 million)
YouTube Stats
2nd largest search engine after Google U.S. Internet users watched 32.4 billion videos in January
2010 – YouTube accounted for nearly 99%.
The Real Question Is
For savvy marketers, the question has moved beyond,
“Should we be using social media?”
to “How can we optimize our social media
presence?”
91% LIKELY TO BUY ON RECOMMENDATION
Word of Mouth = World of Mouth
=
commercial
Being Prepared
Before specific strategies and profiles or pages are created your business must:
Have brand strength Clear messaging Strong visuals Social media point person Crisis communication plan
Building Brand
Infusing Personality Into Your Brand
Online Brand Presence Builds Relationships Authority Confidence Passion Loyalty
Creating A Brand Prism
Appearance
Personality
ValuesReflection
Relationship
Self-Image
Appearancetable, floral designs, fragrant, flavorful, cuisine,old world charm with modern twist
Personalityfun, unique, welcoming, sophisticated, celebratory, educational, professional
Valuespersonal service, specialty dishes, superb service, family-friendly, kid-friendly, memorable occasions
Reflectiongathering, comfort, stress-free, delicious, quality, memorable
Relationshipguest, intimate, family, friends, partner, student
Self-Imagereputable, full-service, experienced, quality, Italian, event specialists, cooking instructors,provide ease
Brand Prism Example
The Culinary Table Brand Ideas
Pull up a chair
A unique blend of flavors and fragrance solely created for your memorable occasion
A Bellisari’s Company, The Culinary Table is an intimate gathering venue and hands-on cooking classroom built with old world charm and a twist of modern flair. Bellisari’s Catering and Natural Designs
have fused their talents creating unforgettable occasions filled with food, flowers, family and friends.
A Brand Is Born
Broadening Your Brand
Dig Deeper Think Outside The Box Deliver Total Experience Become A Well-Rounded Expert Create Various Connections
It’s Not Just About the Parks
It’s About How You Use the Parks and Who Uses Them
Mastering Messaging
Another form of PR Create clear messaging Be authentic Be consistent
Creating a Message Triangle
A Message Triangle is a planning tool for assuring that you get your message across to your audience.
Message Triangle
Supporting Point #1 Supporting Point #2
Supporting Point #3
In the center of the triangle is the Main Message that you want your audience to understand. Then, the triangle helps you create three points that support your Main
Message
The Make-A-Wish Foundation
We make wishes come true. •We grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. •The Make-A-Wish Foundation is the largest wish-granting charity in the world. •Network of 25,000 volunteers across five continents. •Granted more than 153,000 wishes to children around the world since 1980.
We’re making a big difference here. •The Ohio-Kentucky-Indiana chapter is one of the largest and fastest-growing in the U.S. •There are more children in our area than in any other Make-A-Wish chapter in the U.S.
•Each year, we grant the wishes of more than 750 children, thanks to generous donors and a network of over 900 volunteers.
Share the power of a wish®
With your help, we can do even more. •We’re getting more requests for wishes than
we can grant. •Currently, chapter-wide we have over 700
pending wishes. •That means, for every wish we’re able to
grant, another three children are now on a waiting list.
•Our goal is to grant every wish on time. •You can help by donating cash, goods or
services, sponsoring a child's wish, volunteering, attending a local event,
or corporate giving.•76% of every dollar we raise directly
supports the wishes of these children.
Put Your Brand To Work Online
• Focus Define Who You Are Create Strategy Develop Personality Decide on Target Audience Start with a couple social media
staples then gradually add other social media channels
• Create awareness Promote Brand, Events, Products Human Interest Stories Share Resources Add Links, Photos, Videos Drive Traffic Online Promotions Add social media channels to
website and marketing materials
• Create connections Converse Engage Interact Reply Polls and Surveys Favorite pages Collaborate Cultivate Relationships Steward Relationships Advocacy Army
• Spread message Word of Mouth Marketing Form of Media Customer Service Beta Testers
Begin Defining Brand & Key Messages