using social media to build your brand
Post on 18-Oct-2014
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A condensed version of the presentation given by Gadling Social Media Editor Jessica Marati at the LA Times Travel Show on February 22, 2013. For more information on the subject matter, reach out to @jessmarati on Twitter.TRANSCRIPT
Using Social Media To Build Your Brand
@JessMarati@Gadling@LATimesEvents #TravelShow
Be aware• Social media is a constantly changing landscape• Stay on top of industry blogs like Mashable and
TechCrunch for the latest news and trends, particularly around new platforms
• Be an early adopter - you don’t need to develop a strategy around new platforms right away but at least reserve your screen name
• One new trend to keep an eye on: short blast video sharing services like Vine and Tout
@JessMarati @Gadling @LATimesEvents #TravelShow
Be visual• Social media is getting more visual• Images resonate better in a crowded space• Easy to engage with them – like or share
@JessMarati @Gadling @LATimesEvents #TravelShow
Be yourself• Decide what your brand’s “voice” is, and flesh it
out• Make sure your voice is consistent across content
channels – can cut down on workload• But also, don’t be afraid to be human – use slang,
make jokes, be sarcastic• Don’t just promote, have a conversation
@JessMarati @Gadling @LATimesEvents #TravelShow
But be careful
@JessMarati @Gadling @LATimesEvents #TravelShow
On to the platforms.
@JessMarati @Gadling @LATimesEvents #TravelShow
@JessMarati @Gadling @LATimesEvents #TravelShow
On to the platforms.
• Impermanent medium• Crowded space: 500 million Tweets/day*• At the beginning, Tweet manually• Reassess, readjust, and do what works for you
CNET, Report: Twitter Meets Half Million Tweets Per Day, http://news.cnet.com/8301-1023_3-57541566-93/report-twitter-hits-half-a-billion-tweets-a-day/
@JessMarati @Gadling @LATimesEvents #TravelShow
Would you click on it?• Tweets that include links are retweeted 86% more
than tweets with no links*• Push out content that is inherently clickable and
RT-able• Stay focused on what’s relevant to your audience• Posts that do well: provocative, extreme, top 10
lists• Pay attention to trending hashtags and dig into
your archives for relevant content
Strategies for Effective Tweeting: A Statistical Review, http://marketingcloud.buddymedia.com/whitepaper-form_strategies-for-effective-tweeting
@JessMarati @Gadling @LATimesEvents #TravelShow
@JessMarati @Gadling @LATimesEvents #TravelShow
• Frequent changes – stay on top of news• September Edgerank change caused post reach to
plummet• Estimated that most Facebook page posts only
reach 3-7.5% of their fans**• Consider promoted posts
* Edgerank Checker: http://edgerankchecker.com/blog/2012/10/facebook-decreases-pages-reach/**Page Lever, http://pagelever.com/fan-pages-impressions-pageviews-benchmark-methodology
@JessMarati @Gadling @LATimesEvents #TravelShow
Start conversations• Use calls to action to drive engagement:
questions, surveys, fill-in-the-blank prompts• Just ask:
–When fans are asked to like a post, there is a 3X higher like rate than when not asked to like.
–When fans are specifically asked to comment on a post, there is a 3.3X higher comment rate than when they are not asked to comment
–When fans are asked to share a post, the share rate is 7X higher than those posts not asking fans to share.*
Strategies for Effective Facebook Posts, http://www.buddymedia.com/newsroom/2012/09/salesforce-buddy-media-facebook-timeline-best-practices-wall-posts/
@JessMarati @Gadling @LATimesEvents #TravelShow
Up-and-coming.
@JessMarati @Gadling @LATimesEvents #TravelShow
@JessMarati @Gadling @LATimesEvents #TravelShow
• fgfg
• 44% of Tumblr users are between 18 and 34*• Optimize your feed for visual or short-form content• We are heavy on photos and video, with a quote or
link thrown in along the way• Reblog to build community• Use tags
Quantcast, http://www.quantcast.com/tumblr.com
@JessMarati @Gadling @LATimesEvents #TravelShow
#TagSmartly
• Most popular travel-related tags on Tumblr:• Landscape• Architecture• Sailing
• Editors highlight curated tags on Tumblr’s “Explore” page, which could lead to exposure
@JessMarati @Gadling @LATimesEvents #TravelShow
@JessMarati @Gadling @LATimesEvents #TravelShow
• Huge driver of referral traffic: 4th largest in the world behind Google organic, Google direct, and Facebook*
• Make your own content super visual so that you can pin back to your site
TechCrunch, http://techcrunch.com/2012/09/06/report-pinterest-beats-yahoo-organic-traffic-making-it-4th-largest-traffic-driver-worldwide
@JessMarati @Gadling @LATimesEvents #TravelShow
Pin relevantly• About 80% of Pinterest users are women*• Top two pin categories:
–Food & Drink–DIY & Crafts
• Pinteresters love: drool-worthy food and drink, home décor, wedding ideas, inspirational quotes
Buzz Referrals, http://static.buzzreferrals.com/Content/Images/R1/infographicFINAL.png
@JessMarati @Gadling @LATimesEvents #TravelShow
@JessMarati @Gadling @LATimesEvents #TravelShow
• Largest photo sharing app: 90 million active users, 40 million photos a day, 8,500 comments per second*
• About 40% of the world’s top brands are on there
Wall Street Journal, Now We Know How Many Active Users Instagram Really Has, http://blogs.wsj.com/digits/2013/01/17/now-we-know-how-many-active-users-instagram-really-has/
@JessMarati @Gadling @LATimesEvents #TravelShow
Lo-fi, lo-fi• fgfg
“Everyone look at my feet, get jealous that I’m at the beach. You prob’ly knew I was going there. You saw my plane’s wing in the air.”
“Everytime I take a photo of an old door, every sign out in front of an abandoned store, it’s such a thrill to add a filter, lo-fi, lo-fi.”
Reevaluate, refine, repeat• Metrics are key• Enterprise solutions: SimplyMeasured, Salesforce
Marketing Cloud• Budget solutions: Hootsuite Pro, Sprout Social
@JessMarati @Gadling @LATimesEvents #TravelShow
Proceed cautiously.
@JessMarati @Gadling @LATimesEvents #TravelShow
Thank youand see you out there.http://twitter.com/gadlinghttp://facebook.com/gadlinghttp://gadling.tumblr.comhttp://pinterest.com/gadlinghttp://instagram.com/gadlingtravel
@JessMarati @Gadling @LATimesEvents #TravelShow