Protect and Promote Your Brand on Social Media - Ragan … · 2018-05-02 · Brand Journalism What...
Transcript of Protect and Promote Your Brand on Social Media - Ragan … · 2018-05-02 · Brand Journalism What...
Protect and Promote Your Brand
on Social MediaMary Wayte Bradburne@MaryBradburne
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#RaganMSFT
@MaryBradburne
The average American owns at least four digital devices and spends an average of 60
hours per week consuming content across multiple screens.
- Nielsen U.S. Digital Consumer Report
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47% of smartphone owners use their phones to visit social networks every day.
- Nielsen U.S. Digital Consumer Report
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Message Overload
>50% of
decisions are based on emotion/brand
Every employee is a spokesperson
Smaller attention spans on
increasingly small screens
453 Instagramposts every
second
5,700 Tweets per second
300 hours of video uploaded to
YouTube every minute
52,083 Facebook likes
per second
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Company Business Objectives
Marketing / Communications Business Objectives
• Profitability
• Customer First/Customer Service
• Retention
• Efficiency
• Growth
• Share of Voice
• Influencer Engagement
• Brand Affinity
• Positive Buzz
• Sales
• Employee Sentiment& Engagement
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Cisco’s Communications Agenda
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Vision/Strategy Cisco Story
People & Culture
Innovation
Know Your Audience
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Our Target Audience
IT Executive
The IT Exec follows Cisco
to stay ahead of the curve.
Knowing what’s next, first, is
what drives this segment to
make critical advancement
decisions for companies
and brands.
Opinion Leader
This segment analyzes top
trends and news, providing
opinions and thought
leadership. The Influencer
follows Cisco as a leader in
tech news and business.
Tech Enthusiast
The Enthusiast follows
Cisco for updates on
mobile and everyday
innovation.
Developer
The Developer is looking
to Cisco to monitor best
practices and technical
use cases for data.
IT Specialist
This segment follows
Cisco for the brand’s
innovative expertise
when it comes to cloud
storage, data
management and the
Internet of Everything.
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Our Target Audience
Add in image depicting millenials as potential employeesAdd transition animation for it to appear
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Social Strategy & Social Voice
Social Strategy and Social Voice
It’s imperative you know your social audience and voice, and tailor your
social media tactics accordingly.
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Social Media: Our Tone
Disruptive RelevantTrustworthyInnovative
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Tonality Examples
Safe: Thanks to [fan] for sharing this
great cable job! Share photos of your
cable work below. #CableWednesday
On-Target: Think you can do better?
Show us. #CableWednesday
Safe: May the fourth be with you.
Happy #StarWarsDay!
On-Target: With you, May the fourth
be. #StarWarsDay
Safe: To celebrate #SharkWeek, we want
to know – are you keeping your network
safe? See our report for key takeaways.
On-Target: Cyber sharks are lurking. Are
you safe? Find out: [link] #SharkWeek
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Personality
Personality Anti-Personality
Visionary
Inspiring
Original
Short-Sighted
Bland
Conventional
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Personality Examples
Inspiring
Original
Visionary
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Personality Examples
Accessible
CleverBold
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Listening Is Critical
The Bridge – Agency monitors
online conversations.
Designers develop social copy
and graphics.
Community managers respond to
incoming questions and
comments in real-time.
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Content
Brand Journalism
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Brand Journalism
What It’s Not
• Authentic, relevant
storytelling
• Drives key messages
• Shapes the conversation
• Establishes a loose brand
affiliation and often includes a
call to action
• Heavily-branded marketing
content
• A slogan, promotion or
commercial
What It Is
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Brand Journalism At Cisco
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Brand Journalism At Cisco
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Managing Requests
Online Forms
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What We’re Looking For
• Executive thought leadership
• New products or events
• News aligned with one of Cisco's top priorities
• Linked to the Communications Agenda
• Positive, third-party content relevant to the business tech industry
• Customer testimonials
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Metrics: Analysis Is Everything
Metrics
Analyze Popular Content Look at Wordclouds
Gender Geography
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Case Study: Detected
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Internet of Things
Source: “The Internet of Everything: A $19 Trillion Opportunity,” Cisco Consulting Services, 2014
Leveraging Data into More Useful Information for
Decision Making
Data
Delivering the Right Information to the Right Person (or Machine) at the Right Time
ProcessConnecting People in More Relevant,
Valuable Ways
People
Physical Devices and Objects Connected to the Internet and Each Other for Intelligent Decision Making (IoT)
Things
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Case Study: Detected
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Case Study: Detected
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Case Study: Detected
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Case Study: Detected
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Case Study: Detected
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Case Study: Detected
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Case Study: Detected
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Case Study: Detected
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Top 10 Tips
1. Know Your Audience
2. Listen Actively
3. Capitalize on Appropriate Opportunities
4. Be Authentic
5. Don’t Be Afraid To Take Risks
6. Use Humor
7. Be Ready for Key Events and Holidays
8. Amplify Real-Time Content with Paid
9. Target Key Influencers
10. Measure Your Results and Repeat
Thank you!Mary Wayte Bradburne
@MaryBradburne
#RaganMSFT