Social Media Brand Perception

S o c i a l M e d i a B ra n d Pe rc e p ti o n

Fe b r u a r y 2 4 , 2 0 1 6

Josh Dahmes Vice President of Digital Strategy

Brittany GadientSocial Media Manager

INTRODUCTION

AGENDA1. About Bluespire

2. How Social Media Impacts Brand Perception

3. Building Relationships Through Social Media

4. Social Listening

5. 2016 Social Trends

Personalized engagement for life’s biggest decisions.SM

We combine strategy, technology and content solutionsto drive growth for marketers in highly regulated industries.

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We understand how, when and where to connect with prospective members.

END-TO-END DIGITAL MEDIA PARTNERSHIP

HOW SOCIAL MEDIA IMPACTS BRAND PERCEPTION

*Infographic from SmartInsights.com

How does the public

perceive your brand?

Social Media

Strategy

How do you want the public to

perceive your brand?

*Studies show that social media is responsible for the largest shift in brand perception.

SOCIAL MEDIA & BRAND PERCEPTION

• Improve brand perception with social media• Build trust• Show interest in people• Be consistent• Showcase your brand values• Use and promote images


Lay’s – Do Us a Flavor Campaign • First time in 75 years let fans create new chip

flavors • Grand prize winner got $1 million prize• 12% increase in sales • Lessons Learned:

• Getting fans involved makes them feel connected to brand

• Showing interest in people


• Ruin brand perception with social media• Failing to respond• Only talking about your brand• Over posting• Long periods of silence• Negative tone


Houston Rockets – Emoji Fail• Houston Rockets eliminated the Dallas Mavericks from

the playoffs• Tweeted a gun emoji pointing at a horse emoji • Lessons learned:

• Hold a certain level of professionalism when you’re representing a brand

• Emojis can speak louder than words

BUILDING RELATIONSHIPS THROUGH SOCIAL MEDIA

SOCIAL MEDIA & BUILDING RELATIONSHIPS

• Positive Relationship…• Be real• Ask questions • Don’t censor your followers• Discover where your community hangs out and engage• Create brand ambassadors


•Negative Relationship…• Broadcast instead of engage

• It is “social” first, and “media” second• Lose your voice / personality

• Stick to brand vision • Ignoring people • Using the wrong channels


• Pick your social media channel • Different social networks have different focuses, and therefore attract different people – from age ranges to lifestyle

choices and more.

*Stats from Sprout Social

SOCIAL LISTENING

Social Media Listening:

The process of identifying and assessing what is being said about a company, individual, product or brand with social channels.

SOCIAL MEDIA LISTENING - MAPPING

What conversations are already happening?What are the topicsWhat are the keywords

What channels are they happening on?Public channelsPrivate or semi-private communities, forums or message boards

Who are the key influencers and content creators?

Companies/competitorsIndustry expertsConsumers

SOCIAL MEDIA LISTENING - BENEFITS

How it can benefit businesses… 1.Generate leads by solving problems2.Discover where your community

hangs out3.Attract new customers 4.Get feedback 5.Improve customer care6.Identify influences 7.Drive innovation

SOCIAL MEDIA LISTENING – FREE TOOLS

Hootsuite• Useful if more then one person handling social media TweetReach• Measures how far your tweets travelKlout• Figuring out what people really think of brand and influencesSocial Mention• Measures strength, sentiment, passion and reach HowSociable• Measures competitors’ social media presence Mention• Brand mentions on social networks, news sites, forums, blogs

or any web pageGoogle Alerts• Monitor web for interesting new content and brand mentions Hashtags • Easiest way to search for brand terms

SOCIAL MEDIA LISTENING – PAID TOOLS

• SproutSocial• Oracle Social Engagement and

Monitoring Cloud• Meltwater• IBM Social Media Analytics• NUVI• Sysomos

2016 SOCIAL TRENDS

TRENDS IN SOCIAL FOR 2016• Real-time engagement may actually become more

realo 53% of Twitter users expect a response within an hour

(72% if complaining) and only 12.5% got a response within 72 hours

• Live streaming videoo Periscope, Meerkat

• Social commerceo $3.3 billion in US sales tracked to social media in 2015o Including Buyable Pins on Pinterest and the Buy button

being tested on Twitter• Social signals greater impact on search results

o Google has deals with both Facebook and Twitter• Mobile is now actually first

o In 2015 more US Google searches were done on mobile devices than on desktops for the first time

• Social data-driven decisionso Not about likes and followers but about response rates,

keyword analytics and content engagement instead

*Source: Various sources through SproutSocial

Thank you!

Questions/Discussion

Documents

Social Media Brand Perception