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Uploaded byTodd Nilson
Social media branding for organizations
The document discusses the evolution and importance of social media branding, highlighting the transition from personal to organizational branding and the challenges of maintaining control over messaging. It emphasizes the need for strategic planning, audience engagement, and consistent measurement of social media campaigns' effectiveness. Additionally, it outlines various social media channels, demographics, and practical tips for companies to enhance their branding efforts through social media.
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Social media branding for organizations
- 1. Your social media laid an egg. Now what? http://farm1.static.flickr.com/1/129780685_5e6451613b.jpg
- 2. What is Social Media branding?
- 3. What does thishave to do with selling chocolate eggs?
- 4. 1950 Contemporary understanding ofbranding emerges
- 5. “We are theCEOs of our own companies: Me Inc.” - Tom Peters, Fast Company 1997 Personal branding emerges in 1997
- 6. Predictable. Consistent. (Branding should not be like a Magic 8 Ball)
- 7. XYZ Company? Oh yeah. I can tell you all about them. “Brands are built on what people are saying about you, not what you’re saying about yourself.” - Guy Kawasaki
- 8. SOCIAL MEDIA Get Pastthe Hype…. Get Down to Business
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- 11. Fear Trust Control Is social media a waste of time and money? Once information is “out there” it’s impossible to roll back! We’re losing control of our messaging. The distinction between “inside” and “outside” dissolves. Our employees would spend all their time on Facebook! Are these new tools reliable and safe? Are these new collaboration models any better?
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- 15. How personal brandscan help build your organizational brand
- 16. How personal brandscan help build your organizational brand Publicity & Awareness Organiza5on’s Credibility Humanizes Your Company
- 17. SOCIAL SOLUTION SUITE Aset of social media channels and the means of measuring actionable outcomes so that you can adjust your market messages to best effect and maximize your Strategic Objectives
- 18.
- 19. Not a simpleoverlay
- 20. Does not operatein a vacuum
- 21. • Customer • Employment satisfaction branding • Promotion • Employee • Competitive Intel relations • Collaboration Human Marketing Resources Investor Partner Relations Network • Reputation • CRM management • Supply Chain management • Procurement Know your audience
- 22. Strategy begins withassessment and planning
- 23. Who do youwant to reach? • Customers • Top influencers • Potential employees • Your employees • Potential partners • Investors
- 24. What do theywant? • Real conversation • New ideas • Analysis • Humor / wit / fun • Attention
- 25. What action doyou want them to take? • Comment • Follow / friend / connect • Link / review / recommend • Buy • Hire • Meet • Partner • Change a perception • Engage!
- 26. How did thissocial media campaign change the brand?
- 27. What are yourbuilding blocks? is for Brilliant is for Agile is for Customer‐Friendly
- 28. What are yourbuilding blocks? Great story Great story Great story demonstra5ng demonstra5ng demonstra5ng agility brilliance customer service is for Brilliant is for Agile is for Customer‐Friendly
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- 31. Building the brand Corporate communications via social media and other marketing & PR Your Foundational Qualities
- 32. Building the brand What you convey face-to-face Corporate communications via social media and other marketing & PR Your Foundational Qualities
- 33. Step by Step:Getting Started • What is the right channel for me? – Demographics – Writing, long or short? – Pictures – Audio – Video • One or many channels? • How often is normal?
- 34. What is theright channel for me?
- 35. What is theright channel for me?
- 36. Social Network Demographics Sta$s$c Facebook LinkedIn MySpace TwiGer YouTube Monthly Unique 132 15 48 21 92 Visitors (millions) Gender % 43M/57F 50M/50F 36M/54F 43M/57F 50M/50F Largest Age 45‐54 (24%) 35‐44 (31%) 0‐17 (34%) 35‐44 (29%) 18‐34 (35%) Group (% of whole) 2nd Largest Age 36 ‐44 (20%) 45‐54 (28%) 45‐54 (19%) 45‐54 (20%) 35‐49 (24%) Group Average 50‐75K (36%) 75‐100K (23%) 25‐50K (39%) 25‐50K (30%) 30‐60K Household 50‐75K (35%) 50‐75K (27%) 60‐100K Income 100K+ (27%)
- 37. Top global companiesuse many channels… Source: ENGAGEMENTdb.com
- 38. Top global companiesuse many channels…
- 39. Top global companiesuse many channels…
- 40. … and reapsignificant rewards.
- 41. But most ofthem started small.
- 42.
- 43. Patient? Six months orlonger
- 44. Tenacious? Is the executiveteam willing to tough it out?
- 45. Alert? The right toolsand a vigilant team
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- 47. Interesting? True to thepersonality of the organization
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- 49. Bring your messageto the market, measure, repeat
- 50. Measuring Your Investment Uniquevisitors Pages visited Time on site Bounce rate Posts Comments Post: Comment ratio Search engine ranking Sentiment Reviews Recommendations Referrals Tweets Retweets (RTs) Mentions Connections Followers !"#
- 51. Some Free Tools • Google Analytics / Woopra • Google Alerts • HootSuite, Tweetdeck
- 52. Strategy is onlya system of options since only the beginning of any ... operation is plannable. No plan survives contact with the ... [customer/market ].
- 53.
- 54. Take Aways • Socialmedia is a visible, practical way to establish brand • It only works in conjunction with other marketing and branding activities • Start with stories that exemplify what the organization stands for professionally • Measure your efforts critically and adapt
- 55. How to planfor an audience How to prepare your company Social media plan execution Measuring the results socialsyntax.net
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