Social media and your brand
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This document discusses how brands can use social media to build relationships with customers. It explains that marketing has shifted from interruption marketing, where brands shout for attention, to permission marketing, where customers voluntarily engage with brands they have a connection with. The document provides tips for developing a brand strategy on social media, including understanding the brand's values and vision, identifying shared interests between the brand and target customers, and creating consistent branded content across social media platforms.
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Social media and your brand
- 1. SOCIAL MEDIA AND YOUR BRAND How to use social media to support yourbrand
- 2. ABOUT ME AND WHY I’M DOING THIS SEMINAR TONIGHT A little about you and why you are here?
- 3. WHY SOCIAL MEDIA ISN’T GOING AWAY ANYTIME SOON?
- 4. PUSH ERA = SHOUTING FOR ATTENTION INTERRUPTION MARKETING
- 5. THE GAME HAS SHIFTED… TODAY WE HAVE TOO MUCH CLUTTER AND PEOPLE ARE BUSIER THAN EVER
- 6. PULL ERA = AN INVITATION TO HAVE YOUR ATTENTION PERMISSION MARKETING
- 7. PERMISSION MARKETING • Audience volunteers to be marketed to • Marketers get your full attention • It’s a long term, interactive marketing campaign
- 8. PERMISSION MARKETING • Anticipated- people look forward to hearing from you • Personal – the messages are directly related to the individual • Relevant – the marketing is about something the prospect is interested in
- 9. THERE ARE 2 WAYS TO GET MARRIED.
- 10. YOUR AUDIENCE’S JOURNEY FROM SOMEWHERE TO YOU HAS ALSO CHANGED
- 12. 1. People trust other people more than they trust companies. 2. Customer has the “power” (virtual megaphone) handed to them so you want it to be positive message
- 13. THIS SHIFT IN MARKETING IS REALLY WHAT MAKES SOCIAL MEDIA RELEVANT TODAY
- 14. It’s about creating long-term, deep and authentic relationships with: Strangers – Friends – Customers Loyal Customers – Former Customers
- 15. YOUR BRAND IS NOT YOUR LOGO
- 16. “A brand is the sum of all the associations, feelings, attitudes and perceptions that PEOPLE have related to the tangible and intangible characteristics of a company, product or service.” Its about the connection, reputation and follow through that create an emotional connection and relationship. Your brand is what PEOPLE think and feel and SAY about your brand.
- 17. WHERE DO I START DEVELOPING MY BRAND STRATEGY? START WITH THE PEOPLE.
- 18. FIRST ASK YOURSELF • Who owns my brand? • Do I know who they are? • Do I communicate with them already? • Do I know what they think and feel about us? • Can I leverage existing relationships? • Do I know the demographics and psychographic profiles?
- 19. NEXT ASK YOURSELF • What do I want people to think of me? • What do I want people to remember about me? • What can I promise to my audience?
- 20. DO I SEE CONSISTENT THEMES, IDEAS, EMOTIONS, OPPORTUNITIES, PROBLEMS?
- 21. UNDERSTAND HOW DO YOU DEFINE YOUR BRAND, SO YOU KNOW IF WHAT PEOPLE THINK OF YOUR BRAND IS REALLY WHO YOU ARE/WANT TO BE?
- 22. WHO AM I? Brand Vision – The Future Do you have one? Have you captured it? Have you shared it? Is it inspirational?
- 23. WHO AM I? Brand Mission – The Present Answers the question why do we exist? (beyond making $)
- 24. WHO AM I? Brand Values What do we care about?
- 25. WHO AM I? Brand Positioning What makes us unique? Different? Interesting?
- 26. WHO AM I? Brand Promise What are we committed to?
- 27. WHO AM I? Brand Personality What human traits do we want to represent?
- 28. SO LETS TALK SOCIAL MEDIA AND TIE THIS ALL TOGETHER.
- 29. SOCIAL MEDIA IS ALL ABOUT SHARING. SHARING CAN LEAD TO RELATIONSHIPS, TRUST AND CREDIBILITY.
- 30. BRANDS AND PEOPLE CAN SHARE
- 31. Shared Values (Peace, equality, liberty…)
- 32. Shared Roots (Religion, ethnicity, language, culture, citizenship, education, profession, geography…)
- 33. Shared Causes (Politics, environment, wildlife…)
- 34. Shared Interests and benefits (Wealth, power, information, notoriety…)
- 35. Shared Lifestyle (Fashion, housing, restaurants, vacations…)
- 36. Shared hobbies (Sports, arts, music, travel…)
- 37. Shared Preferences (Food, drinks, cars, clothing…)
- 38. YOUR ONLY JOB ON SOCIAL MEDIA IS TO FIGURE WHAT YOU SHARE, WITH WHOM YOU SHARE AND USING WHAT APPLICATIONS
- 39. Share your Expertise through Content Share your Authority through Interaction Share your Message through Updates Share your Products through Networks Share your Culture through Transparency Share your Inspiration through Curation
- 40. SOME TIPS ON SOCIAL MEDIA STRATEGY:
- 41. Think about applications as rooms
- 43. Don’t forget about your overall brand/marketing/digital/web strategy
- 44. Have a central hub (website/blog/central social media tool)
- 45. Follow the principles of social media: Talk, Listen, Engage
- 46. Have a plan.
- 47. •Who is in charge of strategy? In-house or hire outside help? •What marketing goals is social media supporting? •Do I know my customers profile and where they spend time online? •What are others in my industry doing? •For each application what information should I share and how often? •Who’s managing the content creation? More than 1 person? •How much time can you give to it? •Can we automate content thinking? •What do we want to measure?
- 48. SUMMARY: •Social media is relevant due to a shift in marketing •This shift gave customers more power to share and promote what matters most to them •When a brand and a person share the same values, interests etc we become connected • This connection creates a relationship between a person and a brand •Knowing your brand helps you know where the connections can be found and what will bond them • Social media facilitates this relationship by providing a space “room” for these interactions to deepen and grow
- 49. Thank you. briggsstrategy.com Facebook: /briggsstrategy Twitter: @heathrbriggs LinkedIn:/heatherlaurenbriggs
Notes de l'éditeur
- 1. About me: Went to school for marketing, ended up working as a graphic designerAs a designer I became frustrated and curious about why some brands stick and others fall flatTruth: that graphic design isn’t branding, it’s a superficial application of a brand Became curious to learn all about what branding really is, if it’s not a logo what is it?On that quest I Have had the experience of managing the many touch points of brands and asking why some work and some don’tI’ve worked on government campaigns, with small business owners and non-profits to find the truth of their brand experience 2. Why I designed this seminar?To share what I’ve learned about branding so it can help you build social media in an authentic and brand centered wayTo help show you ways to approach story-telling onlineTo help you look at your customers as brand ambassadors To educate you on the fundamental shift that is happening in marketing so that you can understand if its not social media, its going to be something else that based on this shiftThe share the principles of great social media and give examples of how it can work 3. Why are you here?Are you on social mediaAre you here for personal branding or organizationWhat is an obstacle you face right now in your social media activities
- It’s a fundamental shift in marketingSeth Godin , author and internet marketerWe’ve moved from a PUSH era to a PULL era
- Interruption Marketing is:Watchintv with fam – Commercial interruptionDriving in country – Billboard interruptionEating dinner – Telemarketer interruption
- People have limited time, money and attention span, so as clutter increases the only way to fight for people attention is to spend more money, spending more money equals more clutter… On a personal level I think all the clutter is what is moving us toward a bigger value shift as a whole. Its why I created this company. We crave brand experiences that makes us feel calmer, more at ease, like we have more time, like we are getting the best value for our money, and the list goes on People will pay a premium to protect one of our most valuable assets time, so when we interrupt we take peoples time – that’s leaves a lasting emotional connection
- People have limited time, money and attention span, so as clutter increases the only way to fight for people attention is to spend more money, spending more money equals more clutter… On a personal level I think all the clutter is what is moving us toward a bigger value shift as a whole. Its why I created this company. We crave brand experiences that makes us feel calmer, more at ease, like we have more time, like we are getting the best value for our money, and the list goes on People will pay a premium to protect one of our most valuable assets time, so when we interrupt we take peoples time – that’s leaves a lasting emotional connection
- An example to show asking a prospect with no relationship and building a relationship “dating”
- Applications will change, but the relationship is the real goal
- Knowing how to create that long term, deep relationship is what really matters and that is all about understanding your brand Social media is a tool that facilitates these relationships; it’s also a term for the conversations that are happening online 24/7
- These people are past, present and future customers, employees, board members, ambassadors, share holders and advocates
- These people are past, present and future customers, employees, board members, ambassadors, share holders and advocates
- You want to close the gap:the closer what you want you brand perception to be and what it actually is the greater chance you have to connect with a person on the other side of your brand
- You want to close the gap:the closer what you want you brand perception to be and what it actually is the greater chance you have to connect with a person on the other side of your brand
- This is what drives your brand, it’s the fuelIt’s the compass, its lets you now when we are on trackIt’s a place to work back from when goal setting*It’s the thing you would shift if you had all the money and power in the worldIt’s the way you’d see the future if it was perfectYou can have this both personally and for an organizationIts your legacy, so aim big!
- How we are going to get to our vision?Why do we exist beyond making money?Mission can shift, if vision is big enough – mission now, vision futureBe short, precise and clear – avoid long complex jargon
- What do we care aboutWhat values to we base decisions onDoes our product or service inherently come from a value systemWhat values do we share with our customers*What do we look for employeesHelps define the cultureMost manifesto’s are based on values and visionLead with you values, follow with your value
- - What makes us unique? Different? Interesting?- We define this by a complex examination of customers, competition and industry research- What is our only statement? What can we provide that no one else can?- Why would our customer interact with us over the alternatives?- We need to know this to stand out and when it comes to putting ourselves in a buying situtation this helps your customer make a decision - Ever brand, personal or corporate is a snowflake – there is a uniqueness that is only you
- - What makes us unique? Different? Interesting?- We define this by a complex examination of customers, competition and industry research- What is our only statement? What can we provide that no one else can?- Why would our customer interact with us over the alternatives?- We need to know this to stand out and when it comes to putting ourselves in a buying situtation this helps your customer make a decision - Ever brand, personal or corporate is a snowflake – there is a uniqueness that is only you
- What human traits do we want to representIf we were a person, what would we wear, eat, talk about?What tone would we use in a conversation, can we bring that online?A brand personality is a first impression, follow it up with a great experience and you have a winning combination
- Different conversation, etiquette, content, audience, themes
- What goals is social media helping with?Where is the alignment?There is content already all around you.
- always link back to the hubhave a place to land and expand conversationThis is where conversion happens
- Talk tell a story, send a message, share your insight, give away information, tagging Listen find our audience, listen to what the talk about, curate content for your own development, hashtagsEngage invite them into your world, give them incentives, look for ways to interact outside social media, integrate with other marketing, drive them back to your hub
- Who is in charge of strategy? In-house or hire outside help?What marketing goals is social media supporting?Do I know my customers profile and where they spend time online?What are others in my industry doing?For each application what information should I share and how often?Who’s managing the content creation? More than 1?How much time can you give to it?Can we automate content thinking?
- Who is in charge of strategy? In-house or hire outside help?What marketing goals is social media supporting?Do I know my customers profile and where they spend time online?What are others in my industry doing?For each application what information should I share and how often?Who’s managing the content creation? More than 1?How much time can you give to it?Can we automate content thinking?
- Who is in charge of strategy? In-house or hire outside help?What marketing goals is social media supporting?Do I know my customers profile and where they spend time online?What are others in my industry doing?For each application what information should I share and how often?Who’s managing the content creation? More than 1?How much time can you give to it?Can we automate content thinking?