Leverage Social Media to Increase Brand Awareness and Image Jackie Baker Web Marketing Consultant...

Leverage Social Media to Increase Brand Awareness

and Image

Jackie BakerWeb Marketing [email protected]

Sheila MiklosVP & Managing [email protected]

mailto:[email protected]


Leveraging Social Media for Brand Awareness and Image

What is Social Media?


The blending of technology and social interaction


Why Social Media for Branding?

#1: It’s where your potential customers are

#2: It provides a channel for two-way communication

#3: It’s free to use and generally low-cost to maintain

#4: It provides faster results than other efforts

#5: To monitor and protect your brand image


Keys to Success• Know your brand

• Know your audience

• Know your message

• Infuse your brand personality

• Pick appropriate platforms

•Monitor and measure


Know Your Brand


Know Your Audience


Know Your Message


Infuse Your Brand Personality


Pick Your Platform

• Blogs

• Twitter

• Facebook

• Youtube

• LinkedIn


Blogs in Plain English

QuickTime™ and a decompressor

are needed to see this picture.


Blogs: Develop a PlanWhat is the purpose of your blog?


Blogs: Develop a PlanWho do you want to read your blog?


Blogs: Develop a PlanWhat are the main topics you will cover?


Blogs: Develop a PlanWho will be writing for your blog?


Blogs: Develop a PlanHow often will you write?


Blogs: Develop a PlanPick a Platform

Self-hosted: WordPress.orgFree: WordPress.com, Blogger.com


Blogs: 5 Tips To Get StartedTip 1: Introduce yourself and your blog


Blogs: 5 Tips To Get StartedTip 2: Get involved on other blogs


Blogs: 5 Tips To Get StartedTip 3: Ask for and respond to comments


Blogs: 5 Tips To Get StartedTip 4: Share the love equally


Blogs: 5 Tips To Get StartedTip 5: Give readers a reason to come back


Blogs: Pitfalls to Avoid

•Posting less than once a week

•Only talking about your company

•Not taking the time to proofread

•Lengthy posts that are difficult to read


Twitter


Twitter: Develop a PlanSit. Stay. Listen


Twitter: Develop a PlanTweeting is an art form that needs to be learned

Short and sweet isn’t always poetic, so take the time to follow others you trust and learn how the messages are crafted. To be clever and compelling in a limited space is more difficult than typing blog paragraphs.


Twitter: Develop a PlanEstablish parameters around tweeting

Who will tweet?

What will be the occasion?

How regularly will your company Twitter?


Twitter: Develop a PlanUse a tool to connect your accounts

and monitor search terms


Twitter: 5 Tips to Get Started

Tip 1: Join the conversation @ #



Tip 2: Tweet specials, mobile text promotion codes, short information



Tip 3: Follow thought leaders in your industry



Tip 4: Do Tweet to warn, help, safeguard



Tip 5: Don’t Tweet news that can be readily consumed elsewhere


Facebook


Facebook: Case Study


Facebook: Develop a PlanWhat is the purpose of your Facebook page?


Facebook: Develop a PlanDetermine your unique value proposition


Facebook: Develop a PlanDevelop a content strategy


Facebook: Develop a PlanDevelop the tab structure


Facebook: Develop a PlanDevelop promotions


Facebook: Develop a PlanImplement and respond


Facebook: 5 Tips To Get StartedTip 1: Pick your name and vanity URL


Facebook: 5 Tips To Get Started

Tip 2: Fill out your profile completely



Tip 3: Create a landing tab for non-fans



Tip 4: Promote your website



Tip 5: Use the Facebook Badge and Like buttons


Facebook: Pitfalls to Avoid

• Not responding to your fans

• Only talking about your company

• Only having one person with access to your page

• Posting too often


YouTube


YouTube: Develop a Plan

Consciously decide what you will use your channel for



Build a following by producing great content



Try different types of videos and track what’s most popular

1.How to Use your Product2.How to Use your Product in Extreme

Circumstances. Humor used effectively builds your brand leverage.

3.How Not to Use your Product4.Interview an Expert in the community or industry

you are in5.Video real customers using/eating/drinking/playing

with your product



Develop short, effective videos that tell your story for you




YouTube: 5 Tips to Get StartedTip 1: Create a Director’s Level

Status so you can control more of the content


YouTube: 5 Tips to Get StartedTip 2: Allow mashups unless the brand is

bastardized




YouTube: 5 Tips to Get StartedTip 3: Embed your logo on every frame


YouTube: 5 Tips to Get StartedTip 4: Keep it short


YouTube: 5 Tips to Get StartedTip 5: Create a theme and build videos around that theme throughout the year


YouTube Pitfalls

• Poor descriptions

• Not providing enough contact information

• Not including a call-to-action

• Not linking back to your channel

• Posting only commercials


LinkedIn: Develop a Plan

Select work colleagues to connect with



Update your profile frequently


LinkedIn: Develop a PlanBe generous with warm

introductions within your contact circle



Employ the trifecta - meet or speak with someone 3 times

before inviting them to connect



Quality trumps quantityAccept invitations from those you know and trust. Others will assume you can vouch for the integrity of a person within your contact circle.


LinkedIn: 5 Tips to Get Started

Tip 1: Start small



Tip 2: Keep it professionalConnect with colleagues, not family and friends (that’s what Facebook is for)



Tip 3: Think strategicallyYour customers and clients will evaluate your level of business, authority and leadership by the caliber of your contacts and groups/boards you are associated with



Tip 4: Look under stonesMine your contacts’ lists for opportunities. Request a warm introduction to someone a colleague is already connected to. Then return the favor and pay it forward



Tip 5: Build credibilityFrequently post helpful links about your business or industry, so you position yourself as a thought leader


Monitor and Measure

• Google Analytics

• Google Alerts

• Facebook and Youtube Insights

• Twitter Search

• Survey Monkey


Social Media Success StoriesCurtis Kimball, of Creme Brulee Cart in San Francisco, amassed over 12,000

followers in a little over a year. He knows that most of his business comes from people who follow him on Twitter because Twitter is the only way you can find the cart’s location for the day. “It gives people a valid reason to follow me,” he says. The other use of Twitter for Kimball is to tell people what flavor of creme brulee he is serving in a given day. source: http://techcrunch.com/2010/07/17/how-social-media-drives-new-business-six-case-studies/

How do you turn a regional service business into an international destination for industry thought leadership? Facebook. That’s what worked for Geoff Tucker, an equine dentist based in Palm City, FL. Geoff says that over the last year, Facebook alone has generated about 100 leads and 10-to-15 customers. source: http://mashable.com/2010/05/21/surprising-social-media-business-success/

Burger King invested less than $50,000 in their Whopper Sacrifice Facebook application and received an estimated return of over $400,000 in press/media value. They received 32 million impressions as a result of this campaign. source: http://www.socialmedia.biz/2010/08/12/social-media%E2%80%99s-return-on-investment/

Lupus Foundation of America's Facebook Cause Page is used to engage members constantly by sharing news and asking for their help, and it has been incredibly successful. In six months, they increased cause membership 584% and increased online donations in Facebook by 790%. source: http://ezinearticles.com/?Social-Media-Success-Stories:-5-Tips-to-Take-Away&id=5147296

http://techcrunch.com/2010/07/17/how-social-media-drives-new-business-six-case-studies/

http://techcrunch.com/2010/07/17/how-social-media-drives-new-business-six-case-studies/

http://mashable.com/2010/05/21/surprising-social-media-business-success/

http://www.socialmedia.biz/2010/08/12/social-media%E2%80%99s-return-on-investment/


Social Media Success StoriesEpic Change used Twitter to raise over $11,000 in just 48 hours to help build a

classroom in Tanzania. The Tweetsgiving campaign tapped into a whole new group of supporters, with 98% of donors never having donated to Epic Change before source: http://ezinearticles.com/?Social-Media-Success-Stories:-5-Tips-to-Take-Away&id=5147296

East Coast (5-10 employee) manufacturer was spending $5,000/year in pay per click, which helped boost traffic but did not increase leads from the website, which meant they weren’t seeing return on this investment. By converting to an inbound marketing campaign using social media, they grew organic traffic by 50% within 5 months and reached an average conversion rate of 10% of site visitors to leads. source: http://www.foresitetech.com/blog/2010/09/28/business-social-media-success-stories/

Idea Paint is a Boston-area startup that sells paint that turns surfaces into dry-erase boards. The company uses social media throughout its sales and marketing process. The company blog, where employees publish videos, images and stories of product installations, is the hub of Idea Paint’s social media activity. The company uses Twitter and Facebook to share content published on the blog — then to listen to, respond to, and interact with the community that content engages. Marcus Wilson, Idea Paint’s head of marketing, says this system gives the company a level of customer intimacy and global reach and that was unheard of 10 years ago. What’s this mean in terms of business results? Social media is now one of Idea Paint’s largest sources of leads and traffic — and it is growing steadily. Meanwhile, the company’s Twitter and Facebook reach grew 70% in Q1 2010, and is expected to grow an order of magnitude in Q2. source: http://mashable.com/2010/05/21/surprising-social-media-business-success/

http://ezinearticles.com/?Social-Media-Success-Stories:-5-Tips-to-Take-Away&id=5147296

http://www.foresitetech.com/blog/2010/09/28/business-social-media-success-stories/

Leverage Social Media to Increase Brand Awareness

and Image

Jackie BakerWeb Marketing [email protected]

Sheila MiklosVP & Managing [email protected]



Leverage Social Media to Increase Brand Awareness and Image Jackie Baker Web Marketing Consultant...

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