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SHARING IS GOOD
KARMA: USING SOCIAL
MEDIA FOR BRAND
BUILDING
GETTING TO KNOW YOU
WHAT IS SOCIAL MEDIA?
THE TECHNOLOGY THAT CONNECTS THE WORLD
HOW MANY SOCIAL MEDIA PLATFORMS DO YOU USE?
HUH? WHAT’S THE DIFFERENCE BETWEEN THEM?
WHY SHOULD I CARE ABOUT IT?
OK, BUT HOW CAN I USE IT?
IT’S ALL ABOUT SHARING
MARKETING IS NO LONGER ABOUT CONVINCING
MARKETING IS ABOUT ENGAGEMENT
TRANSFORM YOUR BRAND
HOW CAN YOU LEVERAGE SOCIAL MEDIA FOR YOUR BRAND?
THE DRIVERS OF THE SOCIAL BRAND
Social Brand
Blog
Facebook Google+
Specialty networks, sites, and channels
Klout
Graphic by David Armano, EVP, Global Innovation & Integration at Edelman Digital.
THE BLOG: THE HUB OF SOCIAL INFLUENCE
YOUR BLOG
THE HOLY TRINITY
GOOGLE+
QUORA
KLOUT
AN INVESTMENT OVER TIME
UTILITIES & ADD ONS
HOOTSUITE
LIST THREE TOPICS THAT YOU COULD WRITE A BLOG ABOUT
BUILDING YOUR SOCIAL BRAND
TIPS FOR SOCIAL BRAND BUILDING
Be generous and gracious. Check your
ego at the door.
Don’t be That Guy: no blatant self-
promotion. Help others first and most.
Be personable without being too personal.
Be omnipresent: take advantage of
crossposting automation.
Be a nerd: track and measure everything.
Be yourself, consistently. No split
personalities.
Be generous with comments, praise, likes,
opinions, responses and reTweets.
YOUR BRANDING STRATEGY
Who do you want to
reach?
Why?
What do you want them
to do?
How can you help them?
How will you know when
you’ve succeeded?
What are your current
marketing goals?
WHERE ARE YOUR KEY INFLUENCERS?
Flickr
Amazon reviews
Google+
Forums
BUILDING A PROFILE
Use consistent, friendly, professional profile
photo
Your face
No kids or pets
Create consistent one-line bio
Create consistent one-paragraph bio
Use www.knowem.com to save name
across SNS
Capture your name, brand, or as close as
you can get to it.
BUILDING PRESENCE
Blogs/podcasts
Post thoughtfully on a regular
basis on relevant topics
Comment on relevant blogs
submit podcast comments
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook
events
Tag friends in photos
ReTweet relevant, useful content
Reply promptly
Twitter events with hashtag
Participate in Follow Friday
Comment on LinkedIn group
posts/discussions
Link your blog, twitter, travel
schedule to your profile
Like, comment, & forward posts
Post events & promote events
THE DYNAMICS OF INFLUENCE
Brand equity is proportional to financial opportunity.
Each day is a new opportunity to do more for others. It’s called “social” media for a reason so learn to play well with others.
Influence is a by product of content and reach. It’s also a responsibility. People trust you, so work hard to reward that trust.
Social reach is driven by 1 -4; your network will expand and to an extent become viral if you focus on those points.
Transparency and openness is the foundation of social trust.
Quality content is King when it comes to social media. Actively create or support others who create engaging and interesting content.
Sharing is good karma. Actively try to support others and share their content.
Find a POV.
THE FORMULA FOR SUCCESS
[[C (content) x S (sharing) = R (reach)]
x [T (trust)]= I (influence)]]
+[CF (customer focus)]]
= SBE (social brand equity)
WHERE ARE YOU MOST LIKELY TO FIND YOUR KEY INFLUENCERS?
SOCIAL MEDIA BRANDING RULES
RULE # 1
1. Build Relationships with Influencers
– The Top 1% of Content Curators
In category after category, data show
that a small fraction of site visitors are
responsible for a substantial portion of
total site traffic. On average, the
percentage of influential users on a
given site is 0.6% and rarely above 4%.
However, these influencers regularly
generate 20%-50% of total site traffic
and an even higher share of
conversion. To make social media
marketing effective, marketers have to
identify and engage — and better
recognize and reward — these super-
influentials.
RULE # 2
2. A Little Martha Stewart Etiquette
Goes A Long Way – Throw Your
Own Party!
Don’t just cater to someone else! If you
base your social campaigns in venues
you don’t control — such as Facebook
or YouTube — you may get great
“attendance,” but data show it’s hard to
convert and retain these party-goers. If
your goals are anything beyond
building brand awareness, it’s better to
have a house of your own where
friends can find you — such as your
own branded social site, contest site,
or customer forum.
RULE # 3
3. The Power of “Weak Links” – A
Friend of a Friend Matters!
Influentials generally have many direct
“friends” and “followers,” but what
makes them truly valuable is the
number and relevance of their
extended or indirect connections.
These “weak links” matter in the “real
world,” and they matter even more
online. A critical implication for
marketers is the need to track the
extended social graphs of their content
if they are going to be able to
understand and activate the dynamics
of influence.
RULE # 4 4. The Feed the Fire Rule; Build
Links and Relationships
Consumers love to share relevant,
engaging, useful, and entertaining
content with their friends. Make it easy
for them to find your content and make
it easy for them to share your content.
It means actively syndicating and
curating your content and distributing it
not only through your brand’s social
graph, but through the graphs of your
most influential advocates and fans.
Easy ways to do this include
following/friending your influentials’
followers/friends and
retweeting/posting content even if it’s
not yours.
SOCIAL MEDIA IS ABOUT BUILDING BRIDGES
“Networking is not about hunting. It is about farming. It’s about cultivating relationships. Don’t engage in ‘premature solicitation’. You’ll be a better networker if you remember that.” – Dr. Ivan Misner, NY bestselling author & founder of BNI
WHAT ARE 2 KEY TAKE AWAYS FROM THIS SESSION?
THE FUTURE IS UP TO YOU; WHAT WILL YOU DO NOW?
