Your Easy Guide to Social Media Branding

1Branding-Social Media Case Studies & Tips


Source: Experian Marketing Services


• Mobile phone users: Over six billion (Charlie Rose, 4/26/13)

• Revenue from social commerce equaled $9.2 billion in 2012 and is expected to reach $14.25 by the end of 2013 (AICPA)

• 97% of marketers agree

that social media marketing benefits their business (eMarketer)


• Social media produces almost double the marketing leads of trade shows, telemarketing, direct mail, or PPC.

• Social media lead conversion rates are 13% higher than the average lead conversion rate.

Source: Hubspot.com


Benefits

•The money is in the list.

•Social Media helps to grow the list exponentially.

•Social Media is mostly ‘inbound marketing’ - preferred by consumers today.

•Offer information, build trust and relationship, obtain leads, make sales.


Facebook

•Most important social platform for marketers - 49% (Social Media Examiner, 2013)

•Outranks Google for visitors

•More Facebook accounts than automobiles


Facebook

•Average user spends 700 minutes per month on Facebook.

•30 billion pieces of content are shared each month on Facebook.


Facebook Success

•Success story – Santa Barbara Four Seasons Resort / Dressed.

•Cross promotion for fashion bloggers, boutique and hotel.

•‘Like’, contest and feature blogs created buzz, encouraged engagement, expanded customer base.


Facebook Tips

•Post often and consistently.

•Pay special attention to most ardent fans.

•Encourage conversation.

•Post excellent content.

•Maintain branding consistency with website.


Facebook Tips

•Ask for ‘likes and ‘shares’.

•Keep message short for mobile media.

•Occasionally ask and post testimonials and reviews.

•Reply to questions and feedback quickly and honestly.


Twitter

•225,000,000 users.

•Users send 150,000,000 tweets per day.

•Useful for finding new clients, customers and joint venture opportunities.


Twitter Success

•Success story – Ron Medlin.

•How to drive traffic to your sites using twitter.

•Shortened tracking link with site url posted as twitter message.

•5 click within 60 seconds - free and instantaneous traffic.


Twitter Tips

•Keep message at about 120 characters, leaving enough space for retweet (RT@yourusername)

•Shorten links with Bit.ly for branding and tracking

•Maintain balance between tweets, replies and retweets


Twitter Tips

•Share photos and videos.

•Aim for quality, not quantity.

•Pay attention to grammar.

•Use appropriate hashtags.


Pinterest

•12 million visitors monthly.

•Driven by visual content.

•Generates more referral traffic to websites than YouTube, Google+ and LinkedIn combined.


Pinterest Success

•Success story – Murphy’s Oil.

•Repin images from ‘Repin. Reforest’ board.

•Increase awareness about reforesting and brand.

•Raise money for the Arbor Day Foundation.


Pinterest Tips

•Setup Facebook and Twitter accounts to interact with Pinterest. Posts to Pinterest will automatically be posted to Facebook and Twitter.

•Create interesting titles e.g. Just a Slice (cute cakes) or Because I Said So (Parenting Stuff).


Pinterest Tips

•Use keywords.

•Complete your profile and add a picture.

•Choose quality over quantity.


LinkedIn

•135,000,000 users

•Two new users sign up to LinkedIn every second

•Second most important social platform for marketers - 16% (Social Media Examiner, 2013)


LinkedIn Success

•Success story – Postcardmania

•Promote postcard marketing services to small and medium businesses

•Give away free, valuable marketing advice – appreciated by LinkedIn audience


LinkedIn Success

•Participated in group discussions to engage with the community.

•Lead them to the company’s website for more information.

•Received at least two dozen fresh leads each week from LinkedIn (amounts to more than 600 total leads and $72000 to date, a little over one year).


LinkedIn Tips

•Create compelling content to drive visitors to your site.

•Valuable reports accessible only through an opt-in.

•Establish your face and voice.

•Build contacts and message them.

•Join groups and contribute.

•Cold message contacts.


LinkedIn Tips

•Content makes all the difference – offer truly attractive free content.

•Don’t ne salesy.

•Keep the conversation going.

•Track your leads.


Reddit

•Receives 4.4 billion page views per month.

•Receives 62.3 million unique visitors per month.

•Large and active social platform.


Reddit Success

•Success story – USA Network / Bruce Campbell.

•Capture viewers for USA Network.

•AMA on Reddit (Ask Me Anything).

•Promotional links in post generated 50000 hits to the film’s site.


Reddit Success

•600 tweets, over 522000 secondary impressions on Twitter.

•‘The Fall of Sam Axe’ averaged 3.6 million viewers, a solid rating in its competitive time slot.

•Real-time or semi-real time dialogues – raise awareness, increase credibility, extends reach.


Reddit Tips

•Share your knowledge, especially in topics like education, money, psychology, science, programming, writing and politics.

•Add value, vote and discuss.

•Do not market products directly.


Strategies

•Keeping it social.

•Strong trend towards inbound, not outbound marketing.

•A balance of 75% social content and 25% marketing.

•People buy from those they know, like and trust. Social media helps to achieve this goal.


Strategies

Examples of social, non-marketing related content:

•Free information in emails, reports, ebooks, links.

•Ask for questions and answer them.

•Share some jokes, humor, funny videos

•Support your readers.


Strategies

Examples of social, non-marketing related content:

•Monitor responses to determine what readers need.

•Thank readers where appropriate. (e.g. for valuable suggestions).

•Answer comments and questions promptly.

•Be nice and friendly.


Strategies

•Your brand is a direct representation of you and your values.

•Must include a cohesive message that tells people who you are and what you have to offer across all media.

•Know where to find your target audience.


Tools

•Hootsuite

•TweetDeck

•Sprout Social

•Social Oomph

•Nutshell Mail

•Netvibes


Tools

•Yoono

•Postling

•Cadence9

•In-App widgets


Management

Dealing with Social Media Crisis:

•Be prepared.

•Be aware. Do research.

•Stay calm and rational.

•Form a response team.

•Ensure proper internal communication.

•Turn it into an opportunity.

•Practice.


Conclusion

•Be consistent.

•Take small steps and improve over time.

•Continue to learn and adopt best practices.

•Place priority on creating and sustaining an authentic, relevant presence online.

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Your Easy Guide to Social Media Branding

Social Media

Transcript of Your Easy Guide to Social Media Branding