brand matters

Brand Matters

“To the world you may be one person; but to one person you may be the world.”

Dr. Suess

•Why your online brand matters and how it impacts your success

•Creating & defining your online brand

•Launching your online brand publicly

•How to build your brand on social networks such as Twitter, Facebook, & Linkedin

INTRODUCTION

STRATEGY

What is Social Media?

“Social media is media designed to be disseminated through social interaction,

created using highly accessible and scalable publishing techniques.”

WidipediaCanadian, Sociologist

What is Social Media?

•An ongoing conversation that’s happening RIGHT NOW

•A promotional channel for content distribution

•A long-term return on investment •A steady stream of information for:

–Research–Feedback–Building Relationships with customers, clients, contacts

Current Statistics

•Over 50% of people in the US have at least 1 social media account•Social media makes up over 17% of all online usage

–Overtaken email as #1 activity on the web•93% of Americans believe companies should have a social media presence

–85% believe those companies should be interacting with customers

Social Media Facts - Twitter

•1 Billion registered users•500 million tweets sent daily•100 Million active users daily•170 minute spent per user on Twitter Monthly•Peak days to tweet are Tuesday & Wednesday•Millennials and Teens are most active segment

Social Media Facts - YouTube

•1 Billion unique visits each month•Over 6 billion hours of video are watched each month on YouTube

–Almost an hour for every person on Earth, and 50% more than last year

•100 hours of video are uploaded to YouTube every minute •According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network

Social Media Facts – Pinterest

47% of US online consumers have made a purchase based on recommendation from PinterestPinterest generates 4x more revenue per click than Twitter and 27% more than FacebookPinterest buyers spend more money on items than any of the other top 5 social media sitesConversion rates for Pinterest traffic are 50% higher than conversions from other traffic80% of total pinterest pins are repins 70 Million users as of 2013

Social Media Facts – Google+

•Over 350M Users•Google plus has great SEO benefits

–Google plus links are all “dofollow”, meaning they pass valuable link juice

–Posts are crawled and indexed immediately–Bots crawl 2,500 words on a + page, vs 275 on Facebook

•Google Plus for business offers more integrated analytics on your business page

Social Media Facts- Facebook

•1.5 Billion active users worldwide –819 Million on mobile devices–Mobile users are twice as active as non-mobile users

•53% female, 46% male•300 Million Photo uploads per day•Thursdays and Fridays, engagement is 18% higher•Average time spent on Facebook is 20 minutes•4.75 Billion pieces of content shared daily•Largest segment is 25-34 years old

Understand why?

Information towards insights

Strategy

Roadmap to roll-out

What is the task at hand and what does it need to deliver?

Research & data gathering with focus on getting a clear understanding of the target market

Define the strategic approach, demonstrate the user experience, highlight opportunities for engagement

Define the operational plan, budget implication, analysis review, project plan and refinement

Business objectives

Competitor review

As-is analysis

Digital vision

Ecosystem User Journey

Mobile Strategy

Channel delivery Measurement

CRMStrategy

Web Strategy

Social Media Strategy

Best practice & Trends

Analysis & Review

Refinement & optimisation

DIGITAL STRATEGY APPROACH

APPROACH

APPROACH

Understand why?What is the task at hand and what does it need to deliver?

Business objectives

APPROACH

Information towards insightsResearch & data gathering with focus on getting a clear understanding of the target market

Competitor review

As-is analysis

Best practice & Trends

APPROACH

StrategyDefine the strategic approach, demonstrate the user experience, highlight opportunities for engagement

Digital vision

Ecosystem User Journey

Mobile Strategy

CRMStrategy

Web Strategy

Social Media Strategy

DIGITAL CHANNELS1. Identify what your objectives are

Lead generation / Sales

Brand awareness

Customer engagement

2. Choose the right digital channels

High Priority

MediumPriority

LowPriority

PPC (Pay Per Click) – Paid search marketing

SEO (Search Engine Optimisation) – Site copy, meta tags, site architecture

Content Marketing – Copywriting, Native Marketing

Social Media – Facebook, Twitter, Pinterest, YouTube

Email Marketing – Campaign specific

Mobile Marketing – mobi sites, SMS, MMS, Display

Display Advertising–3rd party Display, Premium publishers

APPROACH

Define the operational plan, budget implication, analysis review, project plan and refinement

Channel delivery MeasurementAnalysis & Review

Refinement & optimisation

The Usability Process

Usability

Competitor analysis

Trends and innovations

Focus groups

Interviews

Identify user types

Goals & objectives for the user

Context of use

Identify scope of the project

Key stakeholders

Marketing and business

objectives and requirements Personas

Task flows

IA

Navigation

Wireframes

Process flows

Task Scenarios

2 types:

Paper prototype

Performance testing

Measure the following:

effective to use, efficient to

use, safe to use, having a

good utility, easy to learn,

easy to remember, and how

to use

Benchmark against user

goals and business

objectives.

Benchmark usability test

Creating a Social Media Plan

Steps:

1.Preplanning

2.Listen to the Conversation

3.Create Your Target Profiles

4.Set Specific Goals

5.Join the Conversation

6.Measure ROI

Step 1 - Preplanning

Questions to ask internally:

Where do our customers get their information

What influences our customers?

How does information flow in our industry?

What promotional channels are we currently using? Are they working?

What is my sales funnel? How are leads qualified?

Asking questions indicates how social media can be used to

complement your business goals.

Step 2 – Listen to the Conversation

Secure your brand on social platforms Usernames are often unique Use consistent usernames across all platforms

Set up monitoring channels Google Alerts Social Mention Technorati Twitter Search/Twitter Lists Radian6

Monitor: individual influencers, competitors, blogs/comments, and

industry news sources

Step 3 – Create Your Target Profile

• Focusing on key target segments lowers marketing costs

• Example:★ Target Audience is 25-35★ $350 Billion in spending power★ Spend 20 hours online weekly★ 96% of them join social networks

• This information can be gathered through market research, surveys, or previous studies

• What is the perfect prospect?

Step 3 – Continued

• Find key attributes from monitoring channels

• Chart presence on social media

• Determine Market Segmentation★ Demographic★ Geographic★ Psychographic★ Behavioralistic

• Continue gathering customer data at each step of your plan

Step 4 – Set Specific Social Goals• Generate Leads

• Increase brand awareness

• Increase traffic/Opt-ins

• Develop relationships with current customers

• Boost SEO/SEM results

• Reduce CRM costs

• Increase Revenue

Step 5 – Join the Conversation

• 3 Phases of Social Equity★ Awareness

★ Qualify fans and followers as leads★ Engagement

★ Increase long-term communication★ Exclusive promotions will help turn advocates into customers

★ Social Commerce★ Determine small data set to introduce products to★ Gather product reviews


• Establish an Editorial Calendar★ Choose specific days for posting content★ Be consistent – you’re a news source★ Helps stay on track and organize content★ Choosing specific topics each day helps find content ideas

• Share calendar with everyone involved

• Use video to build quality content★ Doesn’t have to be professional★ Include descriptions and tags for search engine optimization★ Post video with content on your blog/website

Step 5 – ContinuedBe Transparent and Authentic

Don’t be evasive Offer your name, title, experience Admit your interests in the topic Define your credibility (Use LinkedIn to build your credible profile) Contribute quality input on topics of interest

Strive to answer questions about your authenticity

Don’t focus on selling, focus on engagement

Earn a reputation, build trust, then sell to qualified leads


• Be the expert in your industry★ Write about what you know★ Offer insights to those who ask for it★ Share links to resources you think add to the conversation

• Use topics you monitor to start conversation★ Articles/blog posts★ Community Forum Threads★ Conversation from social media groups

• When customers trust your content, they’ll trust what you’re selling


• Have rules of engagement ★ Know what to do with negative responses★ Determine who in your organization is involved in responding★ Admit to mistakes and thank those who bring it to attention ★ Respond Kindly

• Share these rules with your team

• Turn brand “detractors” into “advocates” ★ People remember bad experiences, but will buy again if it’s

corrected

Step 6 – Measure Your Returns• What is a Return?

★ Non-financial ★ Visitors, word of mouth, page views, fans, followers, referrals

★ Financial★ Sales, Transactions, Coupons★ ROI

• Not all returns have to be $$ to bring value


• Establish before/after baseline★ What did our online environment look like before social media?★ What online channels were we using?★ What does it look like now?

• Determine hard numbers here★ 5.5% conversion rate before★ 8.5% conversion rate now

• This baseline should track at least 6 months


• Develop Activity Timeline along same baseline

• Diagram exact dates in which key SM activities occurred ★ 8/11 blog started★ 8/13 Facebook page started★ 9/15 FB ad campaign begins★ 9/17 FB ad ended

• Note Milestones on diagram★ 500/1000/10,000 fans★ 100 clicks back to blog link

Step 6 – ContinuedLook at Key Performance Indicators (KPI)

Transactions New Customers Sales Revenue Average Order Size E-mail list size

Use Google Analytics to determine exact numbers

What are the transaction precursors? Brand mentions Loyalty metrics Store traffic Free sample offers

Step 6 – ContinuedOverlay all timelines and look for patterns

SM Activities Web Analytics Store Metrics Loyalty Metrics

Circle areas where increases occur

How were specific numbers achieved? Facebook promotion Product launch Press release Coupon offer

Budgeting

• Allocation vs. Addition★ Do you raise new funds or borrow from existing budgets?

• How to determine Allocation or Addition★ What are your goals?★ How much is your existing marketing budget?★ Which current tactics work? Which are most expensive? ★ What internal resources are available?

Budgeting

• What to budget for:★ Time★ Design and Branding★ Analytics Tools★ Social Monitoring★ Automation Applications★ Social Media Advertising★ Outsources/Consulting

How to Get StartedStart with platforms you can actively maintain

What outsourcing is needed? Design, development, content management, market research

Plan your content flow Will you push content through all channels?

Find tools to automate processes Tweetdeck (now by Twitter) Hootsuite Sprout Social Mailchimp Sendible

Additional ResourcesBlogs

Socialmediaexplorer.com Socialmediatoday.com Mashable.com

Tools Tweetdeck Sendible Hootsuite Shoutlet Buffer Trackur

Thank You and Good Luck