branding and social media
TRANSCRIPT
@kamigomarketing
Telling Your Story Digitally:Branding and social media
February 22, 2014
@kamigomarketing
I help business owners with their business growth and profitability.
“I bring knowledge, ease and understanding to the table.”
@kamigomarketing
• OVERVIEW OF MARKETING• IMPORTANCE OF CREATING REAL AND
CONSISTENT BRAND• HOW TO STRENGTHEN YOUR BRAND• BRINGING YOUR BRAND DIGITALLY • TOOLS
@kamigomarketing
Overview of Marketing3 KEYS
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SHARING
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COMMUNICATION
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RELATIONSHIPS
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• OVERVIEW OF MARKETING• IMPORTANCE OF CREATING REAL AND
CONSISTENT BRAND• HOW TO STRENGTHEN YOUR BRAND• BRINGING YOUR BRAND DIGITALLY • TOOLS
@kamigomarketing
Creating a Real & Consistent BrandWe are in our own world
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@kamigomarketing
PERCEPTION IS REALITY
LETS CREATE
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Creating a Real & Consistent Brand
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• Use logo everywhere – consistently• Consistent fonts
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What is “brand”
• The experience your customers have when doing business with you:–benefits you bring – features your product and service offer –how you deliver –how you keep in touch, handle problems,
nurture relationships
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Soul
Heart Mind
Your Brand Here
@kamigomarketingWhat is Marketing?
• Demographics– Age– Location– Income
• Psychographics– Status– Safety– Bling
• Values– Community– Environment– Social Justice
• Problems– Dietary restrictions– Nutrition– Availability
• Needs– Customer service– Highest quality– Accessibility
• Desires– Healthful living– Personalized service– Food security
@kamigomarketing
PERCEPTION IS REALITY
LETS CREATE
@kamigomarketing
• OVERVIEW OF MARKETING• IMPORTANCE OF CREATING REAL AND
CONSISTENT BRAND• HOW TO STRENGTHEN YOUR BRAND• BRINGING YOUR BRAND DIGITALLY • TOOLS
@kamigomarketing
Strengthening Your Brand
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Let’s get to work:• An overview of how to develop or strengthen
your brand• Breakout• Report back
Strengthening Your Brand
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Core Connection Safety Values
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Strength Best Gifts
Core Connection Safety Values
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Customer Service Contribution
Core Connection Safety Values
Strength Best Gifts
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• Think about your tree - roots, trunk and branches
• Think about a time when you were workingwith a customer and it was going really well.
What were you doing and how did you feel?How did the customer(s) feel?What did they say to you or do?
Breakout: Your Turn
@kamigomarketing
• OVERVIEW OF MARKETING• IMPORTANCE OF CREATING REAL AND
CONSISTENT BRAND• HOW TO STRENGTHEN YOUR BRAND• BRINGING YOUR BRAND DIGITALLY • TOOLS
@kamigomarketing
PERCEPTION IS REALITY
LETS CREATE
@kamigomarketing
Bringing Your Brand Digitally
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@kamigomarketing
@kamigomarketing
Essential for Today’s Brand• Mood and experience enhancement• Balance of humans & technology• Every person empowered – personal
expression• Ethics
Bringing Your Brand Digitally
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Branding
Perception is reality• Social media can help you deliver insights of
what that perception may be.• By understanding it you can respond.• Listening
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Management of Social Media• Strategy • Audit • Focus• App Tools • Calendar• Staff• Grow & Use• Monitor & Measure
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StrategyAsk yourself the following:• What type of content is my brand sharing?• Am I using photos or another type of media to
accompany each status update?• Am I sharing valuable, relevant information?• Am I implementing the 70/20/10 rule?• Does my content speak directly to my
patrons?
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Idea Generators
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Where Facebook Ads Don’t Pay Off
Source:TBG Digital
Cost per thousand impressions (CPM)
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Generation Range Characteristic
Millennials 1982-early 2000’s Heavily influenced by friends & social community
Gen X 1965-1981 Knowledgeable shoppers, use information to guide them. Seek best choice.
Baby Boomers 1946-1964 Brand loyal. What’s in it for me?
Silents 1925-1945 Brand loyal. Don’t deviate
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Importance of various factors when choosing fresh produce Source:AAEA –Choices – 1st Quarter 2010 25(1)
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Perceived Quality of Locally Grown Relative to Domestic Fresh Produce Source:AAEA –Choices – 1st Quarter 2010 25(1)
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@kamigomarketing
http://www.youtube.com/watch?v=J6h67P5Le6o - http://www.youtube.com/watch?v=J6h67P5Le6o
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http://www.youtube.com/watch?v=dEy7JesuuJo
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@kamigomarketing
@kamigomarketing
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@kamigomarketing
• Social - How to Leverage it:– What is important to your customers that is relevant
to your product? List these.– Pick 1 -2 of those topics– Determine how you can contribute to this through
dialog– Homework: search via Google, FB or Twitter on top
two to find out what is being said in the conversations. Set up a plan to engage in these via as a source or influencer.
Breakout: Your Turn
@kamigomarketing
PERCEPTION IS REALITY
LETS CREATE
@kamigomarketing
• OVERVIEW OF MARKETING• IMPORTANCE OF CREATING REAL AND
CONSISTENT BRAND• HOW TO STRENGTHEN YOUR BRAND• BRINGING YOUR BRAND DIGITALLY • TOOLS
@kamigomarketing
Monitoring ToolsGoogle Analytics
Google AlertsHootSuite
Edgerank CheckerSeesmic
SocialmentionTweet DeckHootSuite
@kamigomarketing
Tools• What is the sentiment towards your brand?– positive, negative, neutral
• What caused spikes in conversation about your brand?
• What do people like most about your brand?• Who is doing the talking?– customer, advocator, influencer
• What type of customer is talking– first-time, long-standing, gender, age
@kamigomarketing
Tools18 tools to help track your metrics• http
://lorirtaylor.com/track-your-metrics-for-free-plus-18-social-analytic-tools-to-try-today/
25 social media tools for your brand• http://www.mediabistro.com/alltwitter/awesome-social-media-
tools_b50010
The ultimate guide to Instagram marketing• http://www.slideshare.net/rosssimmonds/the-ultimate-guide-to-ins
tagram-marketing
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PERCEPTION IS REALITY
LETS CREATE
@kamigomarketing
Taks Daily Weekly Monthly Quarterly
Post status update –self promotional x
Post status update –relevant content x
Post status update-entertaining content x
Respond to comments x
Respond to messages x
Schedule necessary post to go up during non-work hours, including weekends
x
Post about a milestone your business hit during the week (if you have one)
x
Check your Page’s Insights for metrics x
Export your Insights data into a spreadsheet to evaluate
x
Check the details in your About section & update
x
@kamigomarketing
“The only person you are destined to become is the person you decide to be.”
- Ralph Waldo Emerson
“Do one thing everyday that scares you.”-Eleanor Roosevelt
@kamigomarketing
“I believe during our lifetime our actions are crucial to the health and sustainability of the
planet and our society.”
Charlene AndersenKamigo Marketing LLC
Join Me onTwitter - @kamigomarketing,
Facebook & LinkedIn603.942.7160