developing and maintaining a social brand
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Slides from "Developing and Maintaining a Social Brand Persona" given to the Rensselaer County Chamber of Commerce in September 2012. The presentation focused on how to build and maintain an online personality consistent with your company’s core traits and values, specific engagement strategies, and strategies for optimizing your social content. Tactics discussed include creating content, providing customer service, conducting market research, and building loyalty.TRANSCRIPT
Developing and Maintaining a Social Brand
Mike Lesczinski, September 12, 2012
Agenda
1. Developing a Brand “Persona”
2. Tactical Approach
3. Optimizing Content & User Experience
4. Case Study - Penske
1. Developing a “Social Persona”
You must define your personality before you enter the “social arena”
Social manager is living embodiment of your brand
Engagement must uphold principles and values of your organization
Ask Yourself – Why Social?
What is the purpose of using social media for your business?
What would you like to accomplish? Who is your audience? What do you stand for? What are your core
values? What traits do you want associated with your
brand? How do we craft an image that holds true to
those values?
Building Your Brand
Your ‘persona’ must be established prior to setting up a social media account
Every action reflects on your brand image Consistently engage – it takes six to seven
impressions to leave an imprint Conduct research – what are people
saying about your brand?
II. Tactical Approach
Facebook Over 600 million
users; 1.6 million “Fan” pages
Average time spent: 46 - 55 minutes per day
Twitter Over 140 million users Real-time information
sharing
Tactic: Content Creation
Create touch points between you and your customer Share relevant and valuable information Offer demonstrations or testimonials Solicit feedback and “master the ask”
Tactic: Offer Customer Service
Reactive - Facebook Ask and answer questions, offer solutions, post FAQs Don’t fear “bad” publicity – show you are caring and responsive
Proactive - Twitter Seek out problems to solve through search function
Tactic: Integrate Worlds
Run contests or promote upcoming events that require both virtual and real-world application Remember to use “soft” language: “Event” vs “Contest”
Bring conferences and workshops to life Offer insights into your own experiences Generate conversation between attendees
and outside world through Twitter hashtags!
Tactic: Market Research
Facebook/Twitter Study the culture of an
individual network Fan/Follow profiles
relevant to your industry Competitors, bloggers,
journalists, clients Apply what you learn to
your own social engagement
Tactic: Build Loyalty
Identify & create new ambassadors by building trust Lift the veil on the inner-workings of your company
Q & A’s with new employees Video interviews with management Photos from company outings
Remember: Maintain Expectations
Social is world of soft sells – focus on raising awareness and building loyalty to create ambassadors
Consider recent Monetate report: 0.59% of visitors from social make purchase 4.25% conversion from email 2.49% from search
Source: Monetate, “Ecommerce Quarterly; EQ2 2012”, August 2012
III. Optimizing Content & User Experience
Social Media Optimization (SMO) Optimize content for distribution through use
of relevant keywords, call to action Use third-party apps such as HootSuite Utilize back channel Focus on the visuals – Don’t tell, show
Not Just What, But When
Facebook 20% higher engagement for updates posted outside
normal business hours 27% higher engagement on updates containing 80
characters or less 15% higher engagement rate for posts that end with a
question Peak engagement hours: 7am, 5 pm, 11 pm eastern
Source: Buddy Media, “Strategies for Effective Facebook Wall Posts: A Statistical Review,”, 2011
Not All Tweets Are Created Equal
Twitter 17% more engagement on weekend Tweets 30% more engagement on Tweets posted during
business hours Tweets using # earn twice as much engagement yet
comprise only 24% of Tweets Tweets with images have twice as much engagement Ask for a RT! 12x higher retweet rate
Source: Buddy Media, “Strategies for Effective Tweeting: A Statistical Review”, 2012
Case Study – Penske Cares
Penske – The Plan
Goal: Raise awareness, engage with customers and offer customer service
Plan: Conduct research for an entire year before implementing the social media plan Learned how customers used Twitter and
terms used to describe “moving” experiences Trained call-center employees
Engagement Strategy
Retweeted tweets from customers discussing their positive experiences
Actively provided customer service Created touch points
Encouraged customers to enter Penske “photo” contests Shared “packing tips” redirecting readers to company
website Positioned company “personality” by discussing pop culture
Offering Customer Service
Facebook Contests
Photo Sweepstakes
Competitor Response?
“(Budget Truck Rental) isn’t a brand that’s relevant to Twitter users’ everyday lives.”
-Unnamed Budget Vice President
Questions?
Contact Information:
www.MikeLesczinski.com
Social Connections:
Michaellesczinski
@MikeLesczinski
Gplus.to/MikeLesczinski