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Be The King/Queen of Your Social Media Identity

An easy four-step process is presented as a means to analyze and manage online identity and content, using the acronym SAFE. Search & filter, Analyze, Focus, and Engage. This presentation was developed for a graduate course assignment at SMU in fulfillment of my Masters degree in Advertising - New Media.

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Be The King/Queen of Your Social Media Identity

  1. 1. ADV 6320 Message Delivery & Engagement Systems SMU Tools Presentation #1: Publishing-Be the King/Queen of Your Social Media Content<br />Alexandra Watson<br />
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  3. 3. Presentation Outline:<br />Four Steps to Managing Social Media Content<br />Brand Example: Sprinkles Cupcakes<br />Personal Identity as Brand: Two Student Examples<br />Review Four Steps<br />Challenge<br />Image from www.newmediachatter.com<br />
  4. 4. 4 Steps to Managing Social Media Content:<br />Search & Filter<br />Discover what’s “out there” re: your brand or identity<br />Analyze<br />Assess whether or not search results match objectives<br />Focus<br />Be the King/Queen of your content- Publish with purpose<br />Use applications/ tools to manage SM content<br />Engage<br />Forrester’s Four “I’s” of Engagement: <br />Involvement, interaction, intimacy, influence<br />
  5. 5. Brand Search: Sprinkles Cupcakes<br />
  6. 6. Brand Analysis:<br />107,344 Facebook fans and 20,617 Twitter followers.<br />Compete.com indicates 31% of their website referrals come through Google, 12% from their Facebook page, 6% from Yahoo, and roughly 5% from YouTube. <br />Statsaholic Info indicates 37,207 unique website visitors for Jan 2010. This is -24% from prior month. <br />TwitterCounter.com shows average of 1 to 3 tweets per day from Sprinkles, and average of +66 new Twitter followers per day.<br />
  7. 7. Focus & Engagement: Sprinkles Cupcakes<br />Presence in search results is strong<br />SM presence is promotion-focused rather than interactive. SM could be bolstered by company blog or <br /> interactive portion of website where they allow consumer input & insight (voting, ratings, etc.)<br />Tweets and Facebook posts also center around promotions. Again, could be more interactive if they solicit consumers to vote for new locations or flavors, etc.<br />
  8. 8. Identity Example: KalebLeija<br />Search & Filter<br />Google Search<br />123People.com<br />Analyze<br />3000+ Search results show strong SM presence: personal website, Twitter, Facebook, LinkedIn, Spotted photos, MySpace, etc.<br />Info up-to-date and varied<br />Focus<br />Engage<br />
  9. 9. Identity Example: Alexandra Watson<br />Search & Filter<br />Google Search<br />123People.com<br />Analyze<br />“Happiness Coach” Author of same name has stronger search results & SM presence than I do.<br />Current privacy settings and content don’t cut through the clutter. My SM presence could be stronger & more unique.<br />Focus<br />Use TweetDeck to manage various SM applications<br />Change privacy settings to bring resume to forefront<br />Start blog about my interests in photography & arts<br />Engage<br />Consistent posts & replies, link to key influencers<br />
  10. 10. 4 Steps to Managing Social Media Content:<br />Search & Filter<br />Discover what’s “out there” re: your brand or identity<br />Google keyword(s)<br />Media aggregator such as 123People.com<br />Analyze<br />Assess whether or not search results match objectives<br />Other brand or identity overshadowing/ misleading audience?<br />Web analytics (such as Google or statsaholic.com)<br />TwitterCounter.com or Monitter.com<br />Privacy settings<br />Focus<br />Be the King/Queen of your content- Publish with purpose<br />Use applications/ tools to manage SM content<br />Example: Tweetdeck.com or Nomee.com<br />Engage<br />Forrester’s Four “I’s” of Engagement: Involvement, interaction, intimacy, influence<br />
  11. 11. Nadeau’s “Living Brands”<br />Be There<br />Be Real<br />Be Intimate<br />Be Inspired<br />Be Good<br />Be Beautiful<br /><ul><li>These “Six Secrets” of Living Brands are ways to apply the final steps in this social media management process (Focus and Engage), to ensure that the brand remains relevant and effective to its audience. </li></li></ul><li>Discussion Questions:<br />What do you think of these four steps (Search, Analyze, Focus, and Engage) as ways to assess and manage social media presence? <br />Have you been strategic about your use of social media, or has it just developed organically? <br />As your own personal “brand”, do you see a benefit to using an evaluative process for social media?<br />Do you think any one particular Social Media tool/application is more important than others in building a brand?<br />

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