social media branding for organizations

Your social media laid an egg.

Now what?http://farm1.static.flickr.com/1/129780685_5e6451613b.jpg

What isSocial Media

branding?

What does this have to do with selling chocolate eggs?

1950

Contemporary understanding of branding emerges

“We are the CEOs of our own companies: Me Inc.” - Tom Peters, Fast Company 1997

Personal branding emerges in 1997

Predictable. Consistent.

(Branding should not be like a Magic 8 Ball)

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

SOCIAL MEDIAGet Past the Hype…. Get Down to Business

Personal Branding vs. Organizational Branding

Welcome to BunnyCorp Unlimited

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?

Fear Trust Control

Under the radar

We don’t have $$$

Where’s the ROI?

How personal brands can help build your organizational brand

How personal brands can help build your organizational brand

Publicity&Awareness

Organiza5on’sCredibility

HumanizesYourCompany

SOCIAL SOLUTION SUITEA set 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

Adjust Message

Not a simple overlay

Does not operate in a vacuum

•  CRM •  Supply Chain

management •  Procurement

•  Reputation management

•  Employment branding

•  Employee relations

•  Collaboration

•  Customer satisfaction

•  Promotion •  Competitive Intel

Marketing Human Resources

Partner Network

Investor Relations

Know your audience

Strategy begins with assessment and planning

Who do you want to reach?• Customers • Top influencers• Potential employees• Your employees• Potential partners• Investors

What do they want?• Real conversation• New ideas• Analysis• Humor / wit / fun• Attention

What action do you want them to take?

• Comment

• Follow / friend / connect

• Link / review / recommend

• Buy

• Hire

• Meet

• Partner

• Change a perception

• Engage!

How did this social media campaign change the brand?

What are your building blocks?

isforAgile isforBrilliantisforCustomer‐Friendly

What are your building blocks?

isforAgile isforBrilliantisforCustomer‐Friendly

Greatstorydemonstra5ng

agility

Greatstorydemonstra5ng

brilliance

Greatstorydemonstra5ngcustomerservice

Building the brand

Building the brand

Your Foundational Qualities

Building the brand

Your Foundational Qualities

Corporate communications via social media and other marketing & PR

Building the brand

Your Foundational Qualities

Corporate communications via social media and other marketing & PR

What you convey face-to-face

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?

What is the right channel for me?

What is the right channel for me?

Social Network Demographics

Sta$s$c Facebook LinkedIn MySpace TwiGer YouTube

MonthlyUniqueVisitors(millions)

132 15 48 21 92

Gender% 43M/57F 50M/50F 36M/54F 43M/57F 50M/50F

LargestAgeGroup(%ofwhole)

45‐54(24%) 35‐44(31%) 0‐17(34%) 35‐44(29%) 18‐34(35%)

2ndLargestAgeGroup

36‐44(20%) 45‐54(28%) 45‐54(19%) 45‐54(20%) 35‐49(24%)

AverageHouseholdIncome

50‐75K(36%) 75‐100K(23%) 25‐50K(39%)50‐75K(35%)

25‐50K(30%)50‐75K(27%)

30‐60K60‐100K100K+(27%)

Top global companies use many channels…

Source:ENGAGEMENTdb.com

Top global companies use many channels…

Top global companies use many channels…

… and reap significant rewards.

But most of them started small.

Are you committed?

Patient?

Six months or longer

Tenacious?Is the executive team willing to tough it out?

Alert?

The right tools and a vigilant team

Responsive?

Being alert isn’t enough

Interesting?

True to the personality of the organization

(Without causing embarrassment)

Bring your message to the market, measure, repeat

Measuring Your Investment

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Unique visitors 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

Some Free Tools •  Google Analytics / Woopra •  Google Alerts •  HootSuite, Tweetdeck

No plan survives contact with the ... [customer/market ].

Strategy is only a system of options since only the beginning of any ... operation is plannable.

Adjust Message

Take Aways

• Social media 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

How to plan for an audienceHow to prepare your company

Social media plan executionMeasuring the results

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