Myth Busting Social Media: Understanding platforms, building your brand and engaging audiences
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Social Media And Brand. Start with a strong brand, understand your audience, hang out with them, listen to what they have to say and then provide them with brilliant content from a brand they love. This was presentation was delivered by www.eskimosoup.co.uk we are a marketing company with teams of web designers and developers, graphic designers and online marketing - SEO experts.
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Myth Busting Social Media: Understanding platforms, building your brand and engaging audiences
- 2. Myth Busting Social Media
- 3. Covering • Preparing yourself for social media • Understanding what social media is • Understanding what social media isn’t • When should you NOT use social media?
- 4. Brand
- 5. Getting people to do what you want them to do.
- 6. Brands can be complex. With complex goals and multiple audiences brands can struggle to get their message across.
- 7. Consider… Your different target audiences and How your goals may differ from one audience to the next.
- 8. Ask yourself “What do my audiences think about me? What do I want them to think about me? What messages do I send them?”
- 9. When messages are clear, it makes it easier for an organisation to communicate with its audiences.
- 10. Do this with brand It’s everything you say and everything you do, but includes: – Visuals • Logo • Photos • Videos – Brand language • Anywhere you speak • Anywhere you display words
- 11. Do this with brand – Branded materials • Stationery • Brochures • Website • Social Media – Operational activities • How you send out invoices • How do you answer phones • Customer service • Smell of the office / shop / marketing material.
- 12. It’s noisy out there
- 14. Don’t be a carbon copy of other brands
- 15. Copies have no distinguishing features
- 16. Be remarkable
- 18. What is a Purple Cow? Seth’s definition of being a Purple Cow is that ‘products, services and techniques so useful, interesting, outrageous, and noteworthy that the market will want to listen to what you have to say’. Being a Purple Cow is not about being loud or quirky, but about being more outstanding and remarkable than your black and white spotted competitors.
- 23. Above the Aircon it says “not that kulula planes need it… they’re already cool”. overhead cabins – “VIP seating for you hand luggage”. “Black box which is actually orange” Fuel tanks – “the go-go juice”. The captain is described as “The Big Cheese”
- 24. "Ladies and gentlemen, we've reached cruising altitude and will be turning down the cabin lights. This is for your comfort and to enhance the appearance of your flight attendants." "Ladies and gentlemen, we have landed in Cape Town . Please take all your possessions. Anything left behind will be shared equally between staff. Please note we do not accept unwanted mothers-in-law or children." "Welcome to Johannesburg, if this is not where you were intending to go then you have a bit of a problem." “Have you heard the latest Cabin Crew lingo? BOB (Best- On-Board)if you are a BOB – you are the best looking man/woman onboard” – facebook comment
- 25. Give your audience a reason to talk about you and connect
- 27. What is Social Media?
- 28. SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO
- 29. “Social media is people having conversations online.”
- 30. Use the tools that help you communicate to your audience better
- 31. Share slides and documents
- 32. 100m Videos 2nd largest search engine 79% have watched video content online Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4
- 33. 70% have uploaded photos Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4
- 35. 200,000,000 blogs
- 36. Online social networks 64% of us in the UK have joined
- 37. Micro-blogging We don’t always find information using Google
- 38. Social reviews
- 39. 25% of search results for the worlds top 20 largest brands are links from user generated content June 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled: Turning Blogs and user-Generated Content Into Search Engine Results, Chris Aarons, Andru Edwards and Xavier Lanier
- 40. Who influences whom? Will the brand site continue to be the first visit after they search Google or Bing?
- 41. The attraction of social media People trust “a person like me” more than authority figures or marketing messages from business and media Seeking ongoing dialogue, not a one way advertisement Trust, Transparency, openness, honesty
- 42. We are seeing a communication shift
- 43. The shift is from one way communication
- 44. Dialogue between consumer and brand
- 45. Dialogue between consumer and consumer
- 46. The stage before committing to buy
- 48. Understanding your customer Choosing the right Social Network (Hang out where your customers hang out)
- 50. Social media advertising increase your exposure using highly targeted advertising. Target users by age, gender, location, interests, etc. Advertise an external website or a facebook page.
- 51. “Move your loyal customers from an expensive offline advertisement campaign to a cheaper, more efficient and engaging online campaign… Use the tools of social media”
- 52. Record and share activities
- 53. Keep in touch. Keep up-to-date.
- 54. Real relationships • Create win / win situations • Work in partnership • Build a community of ambassadors and champions. Online and offline • Create word of mouth • Be seen as givers rather than takers • Provide value
- 55. What social media isn’t
- 56. When shouldn’t you consider social media? • If your audiences don’t hang out there • If you have a resource issue and you can’t commit • If you have other more effective short-term marketing solutions available to you • If your house is not in order • When you haven't planned it out.
- 57. Measurement • Google Analytics • Facebook insights • Youtube Insights • Good project planning, build in kpi’s monitor activity measure return on investment and return on engagement • Are specific activities making a difference?
- 58. To finish • Think big? • Think different • Create your own brand • Give a reason for people to connect with you and talk about you • Build an audience • Record your activity • Keep in touch with your audience • Measure performance.
Editor's Notes
- Good social media starts with brand.
- In a nutshell brand is all about getting people to do what you want them to do.
- Scrumpled carrier bag anecdote
- Buy purple cow http://amzn.to/YnNsAw
- By thinking creatively you can cut through the competition and give people a real reason to choose you. It doesn’t have to cost you anymore money. Just use your brain a little to copy someone else do your own thing!
- http:// www.digitalhome.ca/forum/showthread.php?t =143648
- You can’t launch a mature product in a saturated market by being the same as everyone else. Besides you don’t have the budget to out advertise the existing market place. Think differently. See the www.dollarshaveclub.com video here http://www.youtube.com/watch?v=ZUG9qYTJMsI
- Everything we do online using social media is exactly what we do in real life. If we demo a product in real life we demo online using video and YouTube, we network in real life so we network online. How do we network in real life? We introduce ourselves and we ask and answer questions, we built up rapport and if we need each others services we may give each other an opportunity to buy from each other. Think for a second what the traditional marketing approach would be like when networking in real life. “Hi my name is Chris do you want to buy my brilliant product”. It wouldn’t work in real life so it sure as eggs is eggs it won’t work online.
- We don’t need to worry about all the social network sites, what we want to do is hang out where our customers hang out and use the social media tools that are available to us that help us communicate better with them
- Tools for uploading presentations. Great place to host your presentations and a great place to find information on a new subject
- Great place to find video content it is full of great useful content besides all the entertainment stuff you also find there.
- Like YouTube this site specialises with its content in this case they specialise in photography
- People like to find information in a format that suits them podcasts are prerecorded sound, which you can listen to when the time and place suits you.
- There are lots of blogs out there they are a great place to be able to write personality driven honest content.
- Lots of us now understand and use online social networks and the population is getting older.
- Twitter is an incredibly fast communication tool that allows you to update what you are doing with 140 characters. You can direct message each other, you can include links to websites, 1 out of 300 website click throughs come from twitter, we don’t always find information from google.
- Reputation aggregators or social reviews allows us to search the through rankings and ratings of a product or service.
- In the old days if a company had a rubbish product they could market their way out of it. Now because millions of us now have voice if a product is not very good we can write about it and potentially all us can read this.
- Do we just compare apples for apples on a brands website or do we scratch passed the marketing veneer and get the real insight on a product and service by finding more transparent information on blogs, facebook and YouTube. Information written by people like you and more importantly people who have experience with the brands product or service and write about it honestly.
- We pay more attention to a ‘person like me’ other than a person who gets paid to say a product or service is good. We want honest information, we want to ask questions and we want replies.
- We are no longer shouting at lots of people, most of which are not interesting on what we do, hoping that something sticks.
- We want to have a conversation with our audience not just shout at them
- We want our customers to talk to other potential customers passing on the positives experiences of being a part of our brand.
- We now have all these places online to research buying a product. We can make choices without having to leave the house and we no longer have to rely on sales people that are biased towards their product. We make our choice based on what people like us say about the product / service based on their own real experience.
- You can use traditional forms of marketing and advertising to attract audiences to your social media sites. This you will have to pay for, but the more you sign post to your social media sites the more you will build followers which are then free to communicate to and therefore reducing your traditional marketing spend.
- Everyday you do great stuff that is interesting. Your brain is full of interesting content that you share with the world. Record this and share.
- It takes time to build up a following so don’t just get bored and give up. Continue to keep up-to-date and continue to keep in touch with your followers.
- Social media isn’t your silver bullet to getting rich quick. You need to think creatively, put some work into it and continue to work at it.
- How many of you really know if your online campaigns are truly working. Have you got Google Analytics installed? When was the last time you checked visitor rates and keyword conversions? There are plenty of free tools out there to help you monitor and measure what is and is not working in your online marketing. Use them!
- eskimosoup is a marketing company that uses both online and offline marketing to achieve business goals. This presentation was on social media and brand. Our team consists of web designers and developers, graphic designers and online marketing - SEO experts. We are based in Hull Yorkshire with an office also in Leeds Yorkshire. www.eskimosoup.co.uk