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Branding & Social Media Workshop with Niki Csanyi
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- 2. TABLE OF CONTENTS 1. Branding • What is branding? • Branding vs. Marketing • Down to the Core • Translating your Core to Physical Form • Consistency is king 2. Social Media • Facts • Which Channel is Right for Your Brand? 3. Social Media Strategy BRANDING & SOCIAL MEDIA / AGENDA 2
- 3. BRANDING & SOCIALMEDIA / BRANDING WHAT IS BRANDING? Branding distills the essential truth and value of an organization, product or service. It is the expression of attributes, values, characteristics that clarify what the brand stands for and what it offers to the consumer. 3
- 4. BRANDING & SOCIALMEDIA / BRANDING VS. MARKETING BRANDING VS. MARKETING Strategic, long term Tactical, periodic Creates loyal customers, brand advocates Activates buyers, generates sales Fundamental for any marketing effort Ineffective without solid branding 4
- 5. BRANDING & SOCIALMEDIA / DOWN TO THE CORE VISION MISSION VALUES What does the brand aim to achieve? What is the ultimate goal of its existence? What are the principles, beliefs, philosophy that the brand holds important? How, in what way does the brand go about achieving its vision? 5
- 6. BRANDING & SOCIALMEDIA / CORE BRANDING DONE RIGHT - EVERLANE 6
- 7. BRANDING & SOCIALMEDIA / CORE BRANDING DONE RIGHT - EVERLANE 7
- 8. BRANDING & SOCIALMEDIA / CORE BRANDING DONE RIGHT - EVERLANE 8
- 9. BRANDING & SOCIALMEDIA / CORE BRANDING DONE RIGHT - EVERLANE 9
- 10. BRANDING & SOCIALMEDIA / CORE BRANDING DONE RIGHT - EVERLANE 10
- 11. BRANDING & SOCIALMEDIA / CORE BRANDING DONE RIGHT - EVERLANE 11
- 12. BRANDING & SOCIALMEDIA / TRANSLATING YOUR CORE BRAND INTO PHYSICAL FORM Vision Mission Values Tone of Voice Product Packaging Customer Service Logo Social Media Typography Color Scheme Photography CONCEPTUAL IDENTITY VISUAL IDENTITY The essential truth, values and ideas driving the organization and product existence. The physical embodiment of the conceptual identity, that translates and captures the brands message to the customer. 12
- 13. BRANDING & SOCIALMEDIA / CONSISTENCY IS KING The FIRST IMPRESSION your brand makes is usually visual — your website, your social media, your business card, your packaging or your brochure. Therefore, perfecting the look and feel of your online and real- world presence are critical. But every following impression is just as important as the first one, because keeping a CONSISTENT visual identity means you are building a RECOGNIZABLE BRAND. Consistency builds trust. WITHOUT CONSISTENCY THERE IS NO BRAND! 13
- 14. BRANDING & SOCIALMEDIA / SOCIAL MEDIA FACTS THE SOCIAL MEDIA BOOM In 2005 only 5% of Americans used social media sites. By 2011 half of the nation ventured onto at least one social site, and today 69% of the US population is a user of at least one social media site. Source: PEW Research Center 14
- 15. BRANDING & SOCIALMEDIA / SOCIAL MEDIA FACTS There is no one size fits all solution for social media. Each platform is unique and offers a different user experience. Instead of trying to blast brand content on every social media channel and wasting company resources, consider your customer persona and which social media platforms this person will be most active on. Invest time and money in one or two social platforms that represent your brand’s personality and interests the most. NO ONE SIZE FITS ALL 15
- 16. BRANDING & SOCIALMEDIA / SOCIAL MEDIA FACTS Source: PEW Research Center 16
- 17. BRANDING & SOCIALMEDIA / WHICH SOCIAL CHANNEL IS RIGHT FOR YOUR BRAND? FACEBOOK With more than 1.59 billion users, Facebook comprises of the largest blend of demographics of any social platform. It’s the easiest platform for advertising with the best possible targeting results. If your brand seeks to expand overseas, Facebook is the right platform to be on. TWITTER Twitter is the only platform where there is no gender discrepancy in the user base. It is a platform that tends to be more popular with highly educated individuals. Twitter users ISNTAGRAM 1/3 of the US internet users are active on Instagram. It is a key platform for younger audiences, most are between the ages of 18-29, with more women users than men. Since the platform is owned by Facebook it is consistently adding new functionality for marketers, making targeting advertising simple and cost effective. 17
- 18. BRANDING & SOCIALMEDIA / WHICH SOCIAL CHANNEL IS RIGHT FOR YOUR BRAND? SNAPCHAT 71% of Snapchat users are under 34 years old, it has skewed the youngest of all platforms. Snapchat’s popularity remained after the introduction of IG stories because users use the app as a messaging tool rather than just content viewing tool. From an advertising perspective Snapchat requires work intensive content and targeting is not easy. YOUTUBE YouTube is owned by Google and it is the second largest search engine on the internet. A YouTube channel will serve your business well in a variety of ways. You can use it to inform and educate your audience and YouTube videos receive prime placement in Google search results, which will increase your web traffic 18
- 19. BRANDING & SOCIALMEDIA / WHICH SOCIAL CHANNEL IS RIGHT FOR YOUR BRAND? LINKEDIN LinkedIn is most popular with college graduates and high income earners who live in urban areas. LinkedIn is great for companies working in B2B industries. Joining and engaging in groups is a perfect way of finding your target audiences especially since LinkedIn allows you to target them by industry, job Jtle, etc. PINTEREST Women use Pinterest at much higher rates than men. Nearly half of online women use the platform. Suburban Internet users are slightly more likely than urban. If you have great images to share it has the potential to be viewed by millions on Pinterest. 19
- 20. BRANDING & SOCIALMEDIA / SOCIAL MEDIA STRATEGY Doing social media right takes a lot of work and effort. Once you got your brand established, you need to produce content constantly and engage with your customer 24/7. The only way to ensure that social media is not eating up your budget and its effective is if you have a Social Media Strategy that makes your social media activity consistent and predictable. Your Social Media Strategy should address the following categories: • Content Creation • Engagement • Marketing • Analytics CONSISTENT AND PREDICTABLE 20
- 21. BRANDING & SOCIALMEDIA / CONTENT CREATION Create Content Categories: set content categories for certain days will make it easier and more predictable to plan social content. People like consistency when it comes to brands, so they will find the recurring themes appealing. For example: on Tuesdays post travel inspiration #traveltuesdays, for Thursdays come up with inspirational quotes, etc. Use Content Calendar: creating a social media content calendar is a must for every business. Plan at least a month ahead with what you’ll be posting every single day for each channel. Add captions and hashtags in advance and schedule your post for the most optimal time. Make sure you are prepared ahead of time for holidays with social content. Content calendar will allow you to see your social feed ahead of time, so you can ensure it looks pleasing and consistent. CONTENT CREATION 21
- 22. BRANDING & SOCIALMEDIA / CONTENT CREATION Link 22
- 23. BRANDING & SOCIALMEDIA / CONTENT CREATION 23
- 24. BRANDING & SOCIALMEDIA / ENGAGEMENT Hashtags: it’s a way for people to find you but also for you to find your audience. Use only relevant hashtags to your brand and don’t overcrowd your feed with them. Commenting: one of the most genuine way of engaging with followers is to let them know you are there and interested in their content. Don’t just respond to comments you receive, but actively comment on your audience’s photos. Liking: Make sure you only like photos and content that you want your brand associated with. People can see your activity so ensure there are no questionable content likes. Targeting: Find people who represent your brand’s audience through hashtags, interest groups, and complimentary brands. ENGAGEMENT 24
- 25. BRANDING & SOCIALMEDIA / ENGAGEMENT Influencer marketing: Influencer marketing is the result of the past few year’s social media boom. It is based on authenticity and a personal relationship with an influencer rather than a mass push sale. Its curated nature that makes it so effective, but the influencer-brand relationship has to be carefully selected. Influencers work with brands in various ways: sponsored posts, commission based models, gifting, giveaways. Ads: One of the best features social media marketing has for businesses today is its low barrier to entry. Gone are the days where a business is required to spend thousands of dollars on advertising to reach its prospect. You can now reach your audience spending as little as five dollars per week. Facebook, Youtube and Instagram offer quite sophisticated advertising with very specific targeting options. Don’t start with spending big bucks on advertising but experiment slowly and see what gets you the most return. MARKETING 25
- 26. BRANDING & SOCIALMEDIA / ANALYTICS Posting Time: pay close attention to when your audience is most active and adjust your posting schedule to their daily routine. Your posting time determines how many people see your content and what your engagement rate will look like. Gone are the good days when our social feeds were chronological. Follower Base: Analyze your follower base and its growth. In what gender, age group, location your following shows growth? If you see certain gaps in the representation of your target audience, make sure to address those. ANALYTICS 26
- 27. BRANDING & SOCIALMEDIA / ANALYTICS – SOCIAL BLADE 27
- 28. BRANDING & SOCIALMEDIA / ANALYTICS – SPROUT SOCIAL 28
- 29. BRANDING & SOCIALMEDIA / ANALYTICS - HOOTSUITE 29
- 30. BRANDING & SOCIALMEDIA / CLOSING CORE VALUES, PLANNING, CONSISTENCY Truth to be told - Branding and Social Media are no easy tasks, but they are also not impossible. Having a great product is obviously necessary, but understanding why and how your product came to be is just as important. The first step of branding is distilling your message down to your core values. With a little planning you can get your social media running smoothly and efficiently (because we love efficiency, especially as small brands). The key thing to remember is always staying consistent with your branding! 30
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