Building A Brand With Social Media
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Brian Chappell Building a Brand With Social Media Social Search Strategist
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Building A Brand With Social Media is a presentation I gave at IM Spring Break 2009 in Florida. It covered the over arching needs for thinking about how to springboard your efforts to help optimize the brand building process via social media.
Transcript of Building A Brand With Social Media
Brian Chappell
Building a BrandWith Social Media
Social Search Strategist
Do You Know Your Target Audience?
Social Media is Not a Salt Shaker
Social Media can not be an after thought Has to be thought of at the core of your marketing initiatives
Clients who want a “viral factor” after the fact are much less likely to succeed
There is No Cookie Cutter Approach To Building Brands in Social Media
Teach Social Media
Secure Your Names
http://checkusernames.com
Create accounts everywhere but don’t spend time everywhere.
Extend Your Brand Off Of Your Site
Social Media Mindshare
Mindshare: People start remembering you after seeing you 8 times
8x
Monitor and Interact in Real Time
2 Types of Brands That Monitor:
• Corporate Mega Brands• Everyone Else
Tools for Smaller Brands: < 1k mentions
• Custom RSS Feed Mashup• Yahoo Pipes• TweetDeck• Etc.
• Trackur• WhosTalkin
Tools for Larger Brands: > 1k mentions
• Radian6• TruCast
Social Monitoring Benefits
Social Monitoring benefits:
• Product development
• Customer service
• SEO / Marketing Initiatives
• Monitor your competition
Don’t Forget about SEO
SEO is paramount – integrate unique campaign names that users can remember and search for in Google – and find.
If you utilize Mini Sites make sure they are search friendly and that you utilize SEO 101 basics, pass link juice back to the main site.
Make your off site assets rank, create concepts that allow them to easily rank for your Branded terms
Empower Your Customers
Your marketing campaigns should utilize your customers
Let them build the ad, create your ideas, implement new products offerings
Success Stories
Threadless.com
Success Stories
Success Stories
ManaPotions.com
RoboPult Video helped them sell 35,000 energy drinks and had to backorder 40k more based off of this one video that cost them 1,000 dollars to make.
Continue to create viral videos that target their demographic
Where’s the ROI?
ROI Calculation
Brand Views- comment counts, views, engagement statistics
• Video
• Social Networks
• Blogs
• Micromedia
• Weight each channel accordingly allowing you to establish a benchmark
Summary
Orchestrate a social marketing campaign at the base level – social media is not a condiment and there is no cookie cutter approach.
Protect your brand and create assets across the web as you see fit
Keep tabs on your competition and your brand health through social monitoring
Integrate your customer base into your marketing initiatives. Create Brand loyalists
Thank You
BlogIgniteSocialMedia.com
BrianChappell.com
@brianchappell on Twitter
