How to Build Your Brand with Content and Social Media by Susan Gunelius of KeySplash Creative, Inc.
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Branding, social media, and content marketing presentation by Susan Gunelius, President & CEO of KeySplash Creative, Inc. (www.keysplashcreative.com) and author of 10 marketing-related books, and delivered at the January 16, 2013 Quarterly Meeting of Florida Main Street (a part of the Florida Department of State Division of Historical Resources).
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How to Build Your Brand with Content and Social Media by Susan Gunelius of KeySplash Creative, Inc.
- 1. How to Build Your Brand with Content and Social Media Susan Gunelius President & CEO Winter Quarterly Meeting January 16, 2013
- 2. 2 What is a brand? What a brand is NOT.
- 3. 3 A brand is not a logo.
- 4. 4 A brand is not a product.
- 5. 5 A brand is not a slogan.
- 6. 6 A brand is not an ad.
- 7. 7 A brand is not a company.
- 8. 8 A brand is a promise. • A brand promises something to consumers. • A brand sets consumer expectations. • A brand meets those expectations in every consumer interaction and experience.
- 9. 9 Brands that don’t keep their promises fail.
- 10. 10 What is a brand?
- 11. 11 The Elements of Branding Tangible Intangible Logo Image Color palette Messages Typeface Promise Brand Perception
- 12. 12 Consumers build brands, NOT companies.
- 13. 13 3 Steps to Brand Building 1. Consistency 2. Persistence 3. Restraint
- 14. 14 Strong brands develop over time. • The strongest brands own a word or phrase in consumers’ minds.
- 15. 15 What word does your brand own? Inexpensive Reliability Luxury Performance
- 16. 16 Know Your Competition • It’s not enough to know what you’re doing. • Research your competitors and know them as well as you know yourself.
- 17. 17 If brands were people, who would you rather hang out with? There is a reason the Mac Guy vs. PC Guy commercials were so successful.
- 18. 18 Take the Brand Perception Snap Shot • What 5 words do you use to describe your brand today? • What 5 words do your customers use to describe your brand today? • What 5 words do you want consumers to use to describe your brand in the future (i.e., your ultimate brand goal)? Find the gaps and fill them!
- 19. 19 Building Brands Externally Remember, consumers build brands, NOT companies.
- 20. 20 Building Brand Loyalty 1. Develop consumer perceptions 2. Meet consumer expectations 3. Build consumer confidence and trust Confusion is the #1 brand killer.
- 21. 21 Brand loyalty can evolve into a cult brand. Cult brands are loved by specific groups of die-hard brand loyalists creating a sub-culture of society.
- 22. 22 Cult brands can grow into relationship brands. • Built on experiences. • Fill a void. • Consumers self-select how they want to interact with the brand by choosing from brand experiences. • Often experiences are shared among groups.
- 23. 23 Relationship brands are powerful.
- 24. 24 People look for new ways to experience and share relationship brands.
- 25. 25 People talk about the brands they love. • Emotional connections with the brand and each other • Word-of-mouth marketing is powerful • Social media and content give every brand access to consumer conversations
- 26. 26 Positioning Pyramid Reason to Believe Points of Differentiation Emotional Needs Rational Needs Target Audience
- 27. 27 Social Media and Content Marketing
- 28. 28 ALL Businesses and Organizations Can Benefit from Social Media 1. Get entry points! 2. Get found! 3. Get traffic!
- 29. 29 What Social Media and Content Marketing Can Do for You INCREASE • Awareness • Audience engagement • Recognition • Media coverage • Website traffic • Relationships • Sales • Brand loyalty • Word-of-mouth • Long-term, sustainable, marketing organic growth
- 30. 30 What Social Media and Content Marketing Can Do for You DECREASE • Rumors • Inaccuracies • Distrust and uncertainty • Brand confusion • Misaligned brand perceptions
- 31. 31 Gary Vaynerchuk of WineLibrary.tv New Jersey Wine Store Social Media $70 million in sales per year and 50% of sales from the Web.
- 32. 32 Shift from Marketer to Publisher • Media and publishers provide content readers want and need. • Marketers provide sales copy. • It’s not about you!
- 33. 33 Traditional vs. New Media Marketing • One-to-many • One-to-one • Interrupt Traditional vs. New Media • Enhance • Repeat • Engage • Push • Pull
- 34. 34 The 80-20 Rule Me, Me, Me! 20% Engage 80% For every 20% of self-promotional content you produce, create 80% that is not self-promotional.
- 35. 35 Avoid Excessive Selling Ski.com 1 Facebook Page Photo Upload with Comments Image via: Facebook.com/skivacations
- 36. 36 Step 1: Set Your Goals • If you just want to sell more stuff, you’ll fail. • Why are you on the social web? • What do you want to get from it? Goals Social Media • Raise awareness • Blog • Customer service • Facebook • Feedback • Foursquare • Publicity • Twitter • Marketing • Flickr • Reach younger • YouTube demographic • Livestream events • E-newsletter
- 37. 37 Step 2: Research and Benchmarking • Customers and competitors • Look outside your industry
- 38. 38 Step 3: Brand Yourself • Promise: unique value proposition • Position: differentiators • Message: customer perceptions and expectations
- 39. 39 Brand Consistency • Logo, color, name, etc. • Increase awareness, recognition, and recall • Build brand perceptions and reputation • Examples: – Blog design – Avatar (gravatar.com) – Facebook Page design – Twitter cover image and background – YouTube channel – Forum signatures
- 40. 40 Step 4: Find Your Best Audience • Listen • Join How to Do It • Engage • Stalk competitors • Share • Hashtags.org • WeFollow.com • Topsy.com
- 41. 41 Example: Cakes for Occasions • Pictures • Real-time promotions • Picked up by Boston Media • Testimonials • Business grew 25% and saved $10,000 in marketing “We learned our audience expenses in 1 year thanks was on Facebook, so that’s where we went.” to social media. - Kelly Delaney, Owner Cakes for Occasions
- 42. 42 Step 5: Find the Influencers • Find the people online who already have the eyes and ears of your target audience. • They’re trusted and shared. • They’re powerful sources of word-of- mouth.
- 43. 43 Example: Roger Smith Hotel • Connected and engaged with influencers • Special Twitter discounts • Twitter kiosk in hotel • Special hotel welcome to guests who come from social web
- 44. 44 Step 6: Establish Your Core Branded Online Destination Sample Business Social Media Presence SlideShare YouTube Page Groups Profile Page Facebook Blog LinkedIn Instagram Answers Ads Groups Twitter Ads Pinterest Twellow Lists
- 45. 45 Step 7: Content is Key • What you say: – Useful and meaningful – Avoid excessive self-promotion • How you say it: – Human, honest, and transparent – Tell stories – Give something extra or exclusive – Leave jargon and rhetoric out • Quality trumps quantity
- 46. 46 Example: NakedPizza • Twitter discounts lead to direct sales. • 68% of single-day sales have come from Twitter. • Twitter integrated into point-of-sale system. “Direct mail is sent to a single • Twitter kiosks set up in address but there are multiple people in those houses. We want to stores. maximize and extend our marketing reach, and Twitter helps us do this • No more direct mail – in leaps and bounds.” all Twitter. -- Jeff Roach, NakedPizza co-founder
- 47. 47 Types of Content • News • Videos • Interviews • Tips • Research • How To • Promotions • Lists • Warnings • Commentary and opinion • Images and photos • Step-by-step instruction
- 48. 48 Popular Content 1. “Wow” factor visuals: positive or negative 2. Controversies: elicit opinions 3. Buzz topics: everyone’s talking about 4. Feel-good stories: Cute, funny, and touching, moments 5. Quirky and intriguing stories: Impossible not to read 6. Celebratory stories: Things to cheer about 7. News stories: Affect the local area 8. Breaking news: Big impact to the audience
- 49. 49 Writing Headlines that Get Noticed • Promise something • Be plausible • Answer “what’s in it for me?” • Be intriguing • Be relevant • Be useful • Be specific
- 50. 50 Headline Samples • 10 Mistakes to Avoid … • The Secrets of … • 5 Ways to … • Tips for _____ the Pros Don’t Want You to Know • Why I Never … • 10 Lessons from … • What You Need to Know About … • Top 10 Best/Funniest/Weirdest/Worst … • 5 Reasons … • 20 Things You Might Be Missing …
- 51. 51 How to Write Content People Want to Read • Start strong • Benefits • Emotional triggers • You not me • How and why • Promise reward and deliver on it
- 52. 52 Writing for a Digital Audience Inverted Pyramid Conclusion (most important point) Most important supporting info Less important supporting info Background info
- 53. 53 Starting Strong Tips • Share a personal story • Ask a question • Offer immediately actionable help • Cite a relevant piece of research data • Evoke emotions • Tap into nostalgia
- 54. 54 Get Content Creation Help EXERTS & CONSULTANTS FREELANCERS CROWDSOURCING Beyond In-house Budget Friendly Free and Paid • AmEx OPEN Forum • Elance.com • Crowdspring.com • Huffington Post • oDesk.com • 99Designs.com • Guru.com • SloganSlingers.com
- 55. 55 Step 8: Integrate, Cross- Promote, and Automate Streamline • Publishing • Promotion SAVE TIME & MONEY • Monitoring EXTEND CONTENT REACH • Analysis
- 56. 56 Get Help and Tools REPURPOSE CURATE AUTOMATE Don’t Reinvent the Wheel Don’t Start from Scratch Don’t Waste Time • Twitter • Curalate • Hootsuite • Facebook • Storify • Monitter • LinkedIn • Paper.li • Google Alerts Blog Post • Google+ • Scoop.it • Twitterfeed • Pinterest • CurationSoft • TweetDeck • YouTube • Intigi • SocialMention • Infographic • XYDO • SlideShare • Curata
- 57. 57 Step 9: Analysis • Quality not quantity • Focus on trends • Soft metrics vital • Engagement, sentiment, and conversions
- 58. 58 Tracking Performance Examples of What to Track: Measure Against: • Unique site visitors • Sales • Page views • Click-throughs • Referrers • Online mentions • Incoming links • Online sentiment • How visitors travel through site • Returning visitors • Comments • Followers and connections • Retweets and @mentions • Social shares and likes
- 59. 59 Analytics Tools • One tool isn’t enough • Human analysis is essential Fee-based Tools Free Tools • Radian6 • Google Analytics • Sysomos • Google Webmaster Tools • HubSpot • Hootsuite.com (also a paid version) • KissMetrics • Tweetdeck.com • Brandwatch • Bitly • SocialReport • Facebook Insights • InboundWriter • LinkedIn company page statistics • Trackur • Klout • Alterian SM2 • PeerIndex • AwarenessNetworks • Twitalyzer (also a paid version) • Unilyzer • SocialMention.com • Lithium • Viralheat (also a paid version)
- 60. 60 Step 10: Let the Conversation Flow 3 Cs of Social Media Marketing Wrong (Failure) Right (Success) Conversation Stop it. Let it flow. Copyright protect Content it or put up a Share it. barrier. Control Hold it tightly. Give it up.
- 61. 61 But What if They Say Something BAD? Use the 3 Fs of Social Media Reputation Management You have three choices: FLIGHT FLOOD Ignore it. Bury it. FIGHT Join it.
- 62. 62 Get in Touch WWW Follow me! Connect with me! Like me! Visit me! Twitter.com/susangunelius Linkedin.com/in/susangunelius Facebook.com/susangunelius KeysplashCreative.com or or or Twitter.com/womenonbusiness Facebook.com/keysplashcreative WomenOnBusiness.com Email me! Buy my books! susan@keysplashcreative.com Amazon.com/author/susangunelius