Social media and your brand

SOCIAL MEDIA AND YOUR BRANDHow to use social media to support your brand

ABOUT ME AND WHY I’M DOING THIS SEMINAR TONIGHT

A little about you and why you are here?

WHY SOCIAL MEDIA ISN’T GOING AWAY ANYTIME SOON?

PUSH ERA = SHOUTING FOR ATTENTION

INTERRUPTION MARKETING

THE GAME HAS SHIFTED… TODAY WE HAVE TOO MUCH CLUTTER AND PEOPLE ARE BUSIER THAN EVER

PULL ERA = AN INVITATION TO HAVE YOUR ATTENTION

PERMISSION MARKETING

PERMISSION MARKETING

• Audience volunteers to be marketed to• Marketers get your full attention• It’s a long term, interactive marketing campaign

PERMISSION MARKETING

• Anticipated- people look forward to hearing from you• Personal – the messages are directly related to the individual• Relevant – the marketing is about something the prospect is interested in

THERE ARE 2 WAYS TO GET MARRIED.

YOUR AUDIENCE’S JOURNEY FROM SOMEWHERE TO YOU HAS ALSO CHANGED

1. People trust other people more than they trust companies.

2. Customer has the “power” (virtual megaphone) handed to them so you want it to be positive message

THIS SHIFT IN MARKETING IS REALLY WHAT MAKES SOCIAL MEDIA RELEVANT TODAY

It’s about creating long-term, deep and authentic relationships with:

Strangers – Friends – Customers Loyal Customers – Former Customers

YOUR BRAND IS NOT YOUR LOGO

“A brand is the sum of all the associations, feelings, attitudes and perceptions that PEOPLE have related to the tangible and intangible characteristics of a company, product or service.” Its about the connection, reputation and follow through that create an emotional connection and relationship. Your brand is what PEOPLE think and feel and SAY about your brand.

WHERE DO I START DEVELOPING MY BRAND STRATEGY?

START WITH THE PEOPLE.

FIRST ASK YOURSELF

• Who owns my brand? • Do I know who they are?• Do I communicate with them already? • Do I know what they think and feel about us?• Can I leverage existing relationships?• Do I know the demographics and psychographic

profiles?

NEXT ASK YOURSELF

• What do I want people to think of me?• What do I want people to remember about me?• What can I promise to my audience?

DO I SEE CONSISTENT THEMES, IDEAS, EMOTIONS, OPPORTUNITIES, PROBLEMS?

UNDERSTAND HOW DO YOU DEFINE YOUR BRAND, SO YOU KNOW IF WHAT PEOPLE

THINK OF YOUR BRAND IS REALLY WHO YOU ARE/WANT TO BE?

WHO AM I?

Brand Vision – The FutureDo you have one? Have you captured it?

Have you shared it? Is it inspirational?

WHO AM I?

Brand Mission – The Present Answers the question why do we exist?

(beyond making $)

WHO AM I?

Brand Values What do we care about?

WHO AM I?

Brand Positioning What makes us unique? Different? Interesting?

WHO AM I?

Brand Promise What are we committed to?

WHO AM I?

Brand Personality What human traits do we want to represent?

SO LETS TALK SOCIAL MEDIA AND TIE THIS ALL TOGETHER.

SOCIAL MEDIA IS ALL ABOUT SHARING.

SHARING CAN LEAD TO RELATIONSHIPS, TRUST AND CREDIBILITY.

BRANDS AND PEOPLE CAN SHARE

Shared Values (Peace, equality, liberty…)

Shared Roots (Religion, ethnicity, language, culture, citizenship, education, profession,

geography…)

Shared Causes (Politics, environment, wildlife…)

Shared Interests and benefits (Wealth, power, information, notoriety…)

Shared Lifestyle (Fashion, housing, restaurants, vacations…)

Shared hobbies (Sports, arts, music, travel…)

Shared Preferences (Food, drinks, cars, clothing…)

YOUR ONLY JOB ON SOCIAL MEDIA IS TO FIGURE WHAT YOU SHARE, WITH WHOM YOU

SHARE AND USING WHAT APPLICATIONS

Share your Expertise through ContentShare your Authority through Interaction

Share your Message through UpdatesShare your Products through Networks

Share your Culture through TransparencyShare your Inspiration through Curation

SOME TIPS ON SOCIAL MEDIA STRATEGY:

Think about applications as rooms

Don’t forget about your overall brand/marketing/digital/web strategy

Have a central hub (website/blog/central social media tool)

Follow the principles of social media: Talk, Listen, Engage

Have a plan.

•Who is in charge of strategy? In-house or hire outside help?•What marketing goals is social media supporting?•Do I know my customers profile and where they spend time online?•What are others in my industry doing?•For each application what information should I share and how often?•Who’s managing the content creation? More than 1 person?•How much time can you give to it?•Can we automate content thinking?•What do we want to measure?

SUMMARY:• Social media is relevant due to a shift in marketing

•This shift gave customers more power to share and promote what matters most to them

•When a brand and a person share the same values, interests etc we become connected

• This connection creates a relationship between a person and a brand

•Knowing your brand helps you know where the connections can be found and what will bond them

• Social media facilitates this relationship by providing a space “room” for these interactions to deepen and grow

Thank you.

briggsstrategy.comFacebook: /briggsstrategy

Twitter: @heathrbriggsLinkedIn: /heatherlaurenbriggs