An introduction to incorporating your brand identity into social media messaging.

1. Social Media for Business

2. Sandra Fernandez
@SandraSays #ComcastSocial
WHERE TO FIND ME:
 SandraSays.com
 Twitter.com/SandraSays
 sandra@sandrasays.com

3. Social Media
Success
!

4. Social Media Success
Goals
• KPIs & Measurement
Content Strategy
• Messaging & Schedules
Consistency
• Routines & Processes
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@SandraSays #ComcastSocial

5. You are your Brand!
People buy your services and products based
entirely on their belief in your brand promise.

6. What is Branding?
 A logo is not your brand – a logo is just
a visual representation of your brand.
 Your brand is a promise to your customers.
 Your brand is the perception of you in your customers’ minds .
A brand reflects reputation .
 Brands differentiate businesses and organizations by creating
awareness on who they are, what they stand for, what they do
best, and what they contribute to the world around them.
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@SandraSays #ComcastSocial

7. Social Media Branding Process
1. Define your brand.
2. Position your brand.
3. Create your brand identity.
4. Be consistent.
5. Review and measurement.
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@SandraSays #ComcastSocial

8. 1. Define your brand.
In one or two sentences – how would you
describe your business? Your statement should include how you
are different (and better) than your competitors.
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@SandraSays #ComcastSocial
Social Media Branding Process

9. 2. Position yourself.
Which are your areas of expertise? Identify up
to three areas where you excel.
 These will be used to create your messaging strategy.
 These will determine the topics in your posts.
 These will be used to choose hashtags.
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@SandraSays #ComcastSocial
Social Media Branding Process

10. 3. Create your brand identity.
 Choose a primary and secondary username for
your social networks.
 Choose how your business name will be listed in every
social network.
 Write out the bio you will use in all social networks.
This should be in line with your brand. (Keep it short;
up to 160 characters.)
 Choose a profile image to use in most social networks.
 Choose a cover image to use in most social networks.
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@SandraSays #ComcastSocial
Social Media Branding Process

11. 4. Be consistent.
Create schedules for:
 Content creation.
 Publishing.
 Social Listening.
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@SandraSays #ComcastSocial
Social Media Branding Process

12. 4. Be consistent.
Create a routine/schedule for Content Creation
to identify when (in your schedule) you will sit down to
create messages for social media.
EXAMPLE: I will create messages for my social networks
from 8am to 9am on Mondays, Wednesdays, and Fridays.
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@SandraSays #ComcastSocial
Social Media Branding Process

13. 4. Be consistent.
Create an editorial calendar for social media
Publishing to identify the topics you will cover and
the days/times when you will publish content to your selected
social networks.
EXAMPLE: I will publish content as follows:
 Fa cebo o k - One mes s age every day a t 11 a m
 Twitter - Two mes s a ges every day; o ne a t 9 a m, a nd o ne a t 5 pm
 Ins tagram - One mes s age every other day at 6 pm
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@SandraSays #ComcastSocial
Social Media Branding Process

14. 4. Be consistent.
Create a routine/schedule for Social Listening,
to identify when (in your schedule) you will sit down to
listen, respond and participate in social media
conversations.
EXAMPLE: I “listen” on my social networks from 7:45am to 8 am
every business day for customer service messages.
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@SandraSays #ComcastSocial
Social Media Branding Process

15. 5. Review and measure.
 Routinely review effectiveness of messaging
& make improvements.
 Measure your social media activities against goals.
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@SandraSays #ComcastSocial
Social Media Branding Process

16. Best Practices
!

17. Social Media Tips
 Choose your social channels based on goals.
 Promote your social channels through other online
channels.
• Promote via your offline channels.
 Reward – post updates about special offers, discounts
and time-sensitive deals.
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@SandraSays #ComcastSocial

18. Social Media Tips
 Be consistent. Write and publish unique
content regularly.
 Schedule posts but monitor regularly.
• Watch Your Post Frequency and Timing.
• Publish on the weekend.
• You CAN repost information.
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19. Social Media Tips
 Add personality.
• Social Media is a conversation between actual
humans.
• Share photos and behind the scenes info about your
business.
• Show off your staff, your awards, your processes.
• This is an opportunity to have your customers get to
know you.
• Be authentic. Be honest.
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20. Social Media Tips
 Write your posts offline. Proof and edit,
then post.
• Write simply and plainly.
• Be relevant. Your page/wall should have content relevant
to your product/services/expertise.
• Enforce your brand identity.
• Use images and videos that reflect your brand.
• Create a hashtag AFTER checking it. Use others’ hashtags
if relevant.
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@SandraSays #ComcastSocial

21. Social Media Tips
 Participate and engage.
• Respond to questions, clarify, add more info.
• Add value for your audience.
• Curate – share content created by others.
• Respond to questions, clarify, and add more information.
• Reshare from your community, especially compliments.
• Always visit the link and read the article before resharing
content.
• Send thank you posts.
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@SandraSays #ComcastSocial

22. Customer Service Tips
 Create a policy. Include escalation steps.
 Use multiple channels. Create dedicated customer
service channels.
 Monitor and listen regularly.
 Respond quickly.
 React with caution. Do not leave sensitive information
on social channels. Do not delete negative comments.
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23. Social Media Tools
Free
 TweetDeck (Twitter only) –
https://tweetdeck.twitter.com
Freemium
 Buffer -- http://bufferapp.com
 Hootsuite -- http://hootsuite.com
Paid
 Sprout Social – http://sproutsocial.com
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24. Analytics &
Measurement
!

25. Things to measure
Metrics
 Fans, likes, followers
 Impressions & Reach
 Engagement
 Amplification (Reshares, Retweets)
 Actions (click thrus)
 Conversation (responses)
 Share of conversation (mentions compared to total
conversation)
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@SandraSays #ComcastSocial

26. Things to measure
What to do with the results
 Diagnose: Adjust communications, get better
 Prioritize: Build into planning, make decisions
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@SandraSays #ComcastSocial

27. Create SMART Goals
Use the SMART acronym to help set up
KPIs (key performance indicators); these are
what you measure to see if you achieved what you
intended to achieve.
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@SandraSays #ComcastSocial

28. Create SMART Goals
 Specific
 Measurable
 Attainable
 Results-Oriented
 Time-bound
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29. Analytics & Reports
Free
 Google Analytics –
http://www.google.com/analytics/
 Twitter Analytics Dashboard
 Facebook Analytics
Freemium
 Hootsuite -- https://hootsuite.com/
 Rowfeeder -- https://rowfeeder.com/
 Hashtracking -- https://www.hashtracking.com/
 Sumall -- https://sumall.com/
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30. Thank you!

31. Sandra Fernandez
@SandraSays #ComcastSocial
WHERE TO FIND ME:
 SandraSays.com
 Twitter.com/SandraSays
 Facebook.com/groups/learnwithsandrasays
 sandra@sandrasays.com