Social Media and Brand Building - Cohen & Wolf

social media
and brand building
thinkcreativegroup.com

Tuesday, October 5, 2010

> Why social media is important
> How social media is used
> Is your target market online
> Facebook
> Twitter
> Other tools
> Monitoring the conversations
> Golden rules for success

what we’ll talk about


why social media
is important

> Build relationships
> Identify new trends
> Find + engage brand ambassadors
> Branding + top of mind awareness
> Keep an eye on competitors
> Community-based public relations
> Keep costs low with extreme word of mouth

what can you do with
social media?

2010 Study

why social media
is important

> 93% of social media users believe a company should have a presence in
social media––85% believe they should interact with customers
> 3 out of 4 Americans use social technology
> Web users devoted 25% of their time to social networking sites + blogs,
up from16% a year ago.
> Every minute, 24 hours of videos are uploaded to YouTube
> 2 billion YouTube videos are viewed everyday
> An average, there are 90 million tweets per day on Twitter

current social
media trends

78% of consumers trust peer recommendations.
[only 14% trust ads]

“You can’t just say it. You have to get the people to say it to each other.”

-James Farley, CMO Ford

who do people trust?


how social media
is used

2009 Study

how social media
is used

2009 Study

social media
for marketing

While Twitter and Facebook get the headlines, the dark horse social
media organizations are turning to most as they look to the future is
blogging.

Some consider blogging “old” social media, but it has proven itself an
effective communication tool. The ability to reach a mass audience
with a personal point of view and invite comments is very powerful.

old or new trend?


Nearly nine out of ten journalists (89%) say they use blogs for online
research. Only corporate websites (96%) are cited by more journalists
as a source of online information.

Blogs (64%) are the most frequently used social networking tool to
publish, promote, and distribute what journalists write, followed closely
by social networking sites (60%), and microblogging sites (57%).

2009 Social Media & Online Usage Study from George Washington University and Cision

how social media
impacts pr

is your target
market online?

target market


Social networking usage between April 2009 and May 2010:
> Grew 88% among users aged 55-64
> 65 and older group’s presence grew 100%
> Users aged 50 and older increased usage from 22% to 42%
> 47% of 50-64 year-old users indicate they use social media
> 26% of those over 65 indicated they use social media
(Pew Internet & American Life Project)

The fastest growing segment on Facebook is 55-65 year-old females

target market


facebook


> Viral marketing on steroids
> A second “website” on a network with a great number of users
> A mass communications tool
> A way for small businesses with limited budgets to reach the masses
> Build strong brand loyalty

why use facebook


> More than 500 million active users
> 50% of active users log on to Facebook in any given day
> The fastest growing demographic = 35 years old and older
> More than 10 million users become Fans of Pages each day
> More than 700 billion minutes are spent per month on Facebook
> Average American users spend 421 minutes [7 hours]
on Facebook per month—more than Google, Yahoo, YouTube,
Bing, Wikipedia + Amazon...combined

current facebook trends


facebook users
want you online

> Personal profile
> Fan page [for business]
> Community page
> Group
> Ads
> Applications
> Polls
> Contests
> Coupons
> Cross-platform promotions—pull in other social media

about facebook


> Keep your personal profile separate from your business
> Set a strategy and stick to it
> Set up your official page for business—get a vanity url once you reach 25
followers [facebook.com/thinkcreativegroup]
> Install applications to your page that are relevant
> Get creative + make your page a resource—utilize polls, contests, coupons
> Make sure you pull in your other social media—YouTube,
blog, etc
> Post a link to find you on Facebook on all of other tools
[email signature, website, blog, Twitter, LinkedIn]

using facebook


twitter


> Position yourself as the expert
> Gain strategic partners
> Stimulate thought and conversation by posting questions
> Drive users to your blog, website, facebook page, etc.
> Tie your Twitter and Facebook accounts together

why use twitter


> Microblog
> 140 character “tweets”
> Followers + Following
> Main goal - gain followers
> Hyperlinks are the key [can condense]
> Follow the right people
> Retweets [RT]

about twitter


> Start by following
> Search on keywords and conversations
> Tweet interesting, valuable + relevant information [not self-serving info]
> Commit to tweeting frequently
> Say nice things about people’s posts and publicly thank your followers
> Hold contests
> Use as customer support
> Post a link to find you on twitter on all of your other tools
[email signature, website, blog, Facebook, LinkedIn]

using twitter


> Blogs
> LinkedIn
> YouTube
> HARO [Help A Reporter Out]
> and many, many, many more!

other tools


monitor the
conversations

> Find audiences who care about your brand and products
> Understand customer attitudes toward your brand and offerings
> Identify passionate, authentic brand Influencers + activists
> Generate awareness + build brand loyalty through customer engagement
> Assess share of voice for your products + brand
> Drive influential peer-to-peer, word-of-mouth promotion
> Measure marketing + media campaign success
> Cost-effectively resolve customer service issues
> Uncover new product and feature opportunities

why monitor the
conversations

Listen. Compare. Adapt.
> Free alert tools—Google Alerts, Google Blog Search, socialmention
> “Freemium” + “Lite” options— Alterian SM2, trackur, BrandsEye
> Paid+ advanced options—Radian6, BrandWatch, truVOICE, hootsuite

how to monitor
the conversations

golden rules for success


> Create a strategy—start with your end goal
> Be authentic and transparent
> Be true to your brand and value proposition
> Consistency from site to site
> Listen first
> Post relevant content
> Engage your audience—be interesting and creative to get users involved



> Always ask “what do my customers want and how can I engage them”
> Become viewed as an expert
> Tie it into other social media + traditional marketing/advertising efforts
> Stop thinking campaigns and start thinking conversations
> Successful companies in social media act more like aggregators and
content providers than advertisers.
> Be careful what you post
> Measure progress and results
> Don’t get sucked in


32


> Define your Purpose
> Answer “How does this fit into my overall marketing/branding strategy?”
> Define your goals
> Create a strategy
> Select your tools
> Determine how you will monitor + measure success
> Get started!

get started


71% of companies say they plan to increase investments in social
media by an average of 40% because:
> low cost marketing
> getting traction

We don't have a choice on whether we do social media—the question is
how well we do it.
-Erik Qualman

we really, really mean it...
get started

REMEMBER...
Social media is not a fad. It is a fundamental shift in the way we
communicate.
The ROI of social media is that your business will still exist in five
years.

remember...

35


This presentation will be available online:
> facebook.com/thinkcreativegroup
> blog.thinkcreativegroup.com

thank you

36


questions?


Social Media and Brand Building - Cohen & Wolf

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