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Bra
in T
atto
o B
rand
ing
• 345
Bay
shor
e B
lvd.
#71
3 • T
ampa
, FL
3360
6 • 7
13-8
28-0
691
• kp@
bran
ding
diva
.com
March 7, 2010
Social media program – Presented by Karen Post 2010 World of Modular Annual Convention and Tradeshow
Online personal, professional brand management tips
1. DO demonstrate your professional skills by starting an industry-related blog or by helping your peers on LinkedIn Answers and other networks.
2. DO use your real name to brand professional profiles on LinkedIn or other sites. For personal profiles (stuff you don’t want employers or colleagues to see, such as family photos), pick a made-up username that only your friends or family knows about.
3. DO buy your domain name (www.JohnDoe.com), even if you don’t intend to use it right away. This can prevent someone else who may have a different reputation from building a footprint with your name.
4. DO develop your “elevator pitch” (a concise description of who you are, what you do, and who you do it for) and post it to your online profiles.
5. DO post a professional photo on your social media profiles. Help your connections put a face with a name – they’ll be more likely to remember you when they need to find someone with your expertise or skill set.
6. DO be keenly aware that potential business partners, clients and even members of the media may be checking out your online profiles to get a better idea of who you are before they hire, do business with, or interview you. Present yourself at your best, at all times.
7. DO take advantage of Facebook’s excellent privacy options if you choose to have a presence on that site. Facebook makes it easy to split your content into items that can be seen only by close friends and family vs. content that can be seen by your entire network. You can go ahead and post your Maui beach vacation photos so that your college friends can see them, but your business peers and that new client you landed yesterday can’t.
8. DON’T neglect your online profiles once you set them up. Make sure you update your profile details when you change positions or lead a new program.
9. DON’T use bad language about people or organizations online.
10. DON’T forget to set up a Google Alert and Profile for your full name. Google will notify you by e-mail of the latest mentions of your name on the Web and your profile will add to your footprint.
11. In most cases, DON’T include content on your profile that can be considered controversial. It’s best to leave political and religious preferences off the table especially when you are posting via your company.
12. DON’T use social media as an advertising tool. Just as businesses have learned the hard way that their audiences don’t want to see marketing messages on their social networking sites, your personal network will not appreciate being spammed with hard selling information about your latest business products or services.
13. DON’T use add-in applications unless you carefully review the terms of use for each one. There are few LinkedIn and even fewer Facebook applications that are appropriate or useful for business purposes, so
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it’s often best to avoid them entirely. If you do decide that you would like to “throw a snowball” at some of your Facebook friends, make sure that you don’t let the application access your entire contact list.
14. DON’T forget to make sure all your social media profiles are indexed by the search engines. Part of a good online brand management strategy is taking ownership of the search results that are served up when someone searches for your name.
Social media resources and tools Google Analytics: a free service offered by Google that generates detailed statistics about the visitors to a website
Demandbase: an analytics tracking program that shows real-time visitor traffic on websites
Wordpress: an open source blog publishing applications designed to be user-friendly through a content management system
Social media definitions Facebook: a free social networking platform where users can add friends, send messages, update personal profiles to notify friends about themselves; users can also connect with business “Fan Pages”
LinkedIn: a business-oriented social networking site where users can create personal profiles, company profiles, and groups based on specific interests
Wikipedia: a free web-based collaborative, multilingual encyclopedia project where users can edit articles
Flickr: an image and video hosting community where users can share and embed photographs
YouTube: a video sharing website on which users can upload and share videos
Meetup: an online social networking portal that facilitates offline group meetings in various locations around the world
Slideshare: a business media site for sharing presentations, documents, and pdfs
Docstoc: an online community to find and share professional documents
Twitter: a free social networking and micro-blogging service that enables its users to send and read messages known as tweets made of 140 characters Twitter-specific terms Tweet: a short update of what you are doing for about 140 characters.
Followers: people who are subscribed to your updates or fondly known as Tweets.
Following: people you are interested in following by subscribing to their updates or tweets.
Direct Message (DM): sending a Direct Message to your followers.
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At (@): you can use this when you are referring him/her in your updates. You can prefix their username with @ to display his/her Twitter account in the update.
Re-Tweet (RT): you can relay a tweet or update by a Twitterer or Tweeter to everyone who are following you.
Hashtag (#): when you want to say something specific about some issue or subject, you can prefix your subject with #.
Tweet – Up: when a group of Twitterers or Tweeters arranges a meeting for a social interaction or for some bloggers to meet and so on.
Blocking/Spam: you may get requests from Spam Twitterers; you can block them in two ways: directly from the user’s Twitter page or through your Followers list; just hit Block and Twitter will confirm it.
Twitter tools 1) Grade your Twitter profile. Try Twitter grader to see if your tweet power, authority, and reach are working for you. This grader not only gives you a score, but tells you how to amp things up. 2) Organize and manage your tweets better. Check out TweetDeck. This cool tool is your personal browser for staying in touch with what’s happening now; connecting you with your contacts across Twitter, Facebook, and more. TweetDeck shows you everything you want to see at once, so you can stay organized and up to date. 3) Analyze your tweets. Twitter analyzer is a great tool to see what type of professionals are following you, how many people you are reaching beyond your followers, who is tweeting about you, and lots more. 4) Track the Twitter addicts by location. Twitterholic lets you find people in a geographic area and also ranks you in the world of Twitterers. For example, since I live in Tampa, I searched with http://Twitterholic.com/top100/followers/bylocation/Tampa/ and learned how often Tampa folks were tweeting and who they were. I also learned that I am #52 in active Tampa tweeters. 5) How does your profile compare to others (like your competitors) and how do subjects compare. Twittervolume provides a great snapshot. Type in your handle along with competitors; Twittervolume shows you the volume tweets. Want to find the best key word? Type in several. 6) Shorten URLs you want to share on Twitter with Bit.ly. This site also helps you track how many people click on particular links when you post them on Twitter. 7) The Tweetlater suite offers Twitter tools such as tracking clicks on your links, tracking keywords, scheduling tweets and more.
building your brand online
Brandingdiva®
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Brandingdiva®
think
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social media
engage me
1)
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me help attract educate
The social media for business
New world New way
• Technology enables
social media for business
Brandingdiva®
earthwise™ A division of ALBEMARLE®
• Technology enables
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Producer? Commenter? Sharer? Watcher? Clueless?
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earthwise™ A division of ALBEMARLE®
Should we call 911?
social media afraid to step in?
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earthwise™ A division of ALBEMARLE®
depending on business goals, tools vary in value
social media best tools
Brandingdiva®
social media how it can help you?
� search engine results� research� customer/member service� reputation management� promo/pr� networking
Brandingdiva®
� networking� lead-generation� internal communications� monetization
social media mechanics of search
Google (63% of search market)
Makes copy of the web
Information extracted
Index created
Index stored on servers worldwide
Brandingdiva®
Index stored on servers worldwide
• User searches (query)
• User location/login Id’d
• Query matched with index
• Returns matching docs
(Source Top Rank® online marketing)
Social media how important is a blog?
Brandingdiva®
complete profile companypersonal
� g+g recommendations� join groups
social media business communities
Brandingdiva®
� join groups� converse/participate� applications
social media blue egg on your face
Brandingdiva®
social media tweets can be sweet
In 140 wordsHandle, retweet, direct tweet
In 140 wordsHandle, retweet, direct tweet
Brandingdiva®
tweet• Link to other content
• Post news
• Stir up discussions
• Share ideas
• Recruit people
• Praise others
tweet• Link to other content
• Post news
• Stir up discussions
• Share ideas
• Recruit people
• Praise others
social media broadcast channels
Brandingdiva®
earthwise™ A division of ALBEMARLE®
social media offline + online = more
Brandingdiva®
Monitor sites• Who’s visiting?
• What keywords?
• How long are they staying?
• Most popular pages?
Monitor sites• Who’s visiting?
• What keywords?
• How long are they staying?
• Most popular pages?
Work from plan – Tactics continued, Google analyticssocial media tracking efforts
Brandingdiva®
earthwise™ A division of ALBEMARLE®
multiple personalities
� porn star � convicted, and felon or � new york times reporter?
social media nice person. bad results.
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social media the darker side
Brandingdiva®
Highjack a brand - Dominos
No response - Whole Foods
Misbehaving team – PR firm
Bad service goes viral - Dell
strategic plan
-art of repurposing
content bankprofile top subjectsmini by-line
social media time sucker
Brandingdiva®
mini by-linekeywords
-schedule SM time-leverage best
tools & practices-monitor
� be the expert� stay top of mind
2)
social media build brand equity (assets)
Brandingdiva®
� stay top of mind
� tell a consistent story
� deliver awesome experiences
website- look and feel, content, experienceemails and signatures, widgets
blogsmicroblogs
profiles on SN sites
logo, name, membership kit ads, brochuresevents
phone recordingawardsofficestradeshows
videos
offlineonline
social media be on brand/ all touch points
Brandingdiva®
sites
comments tagged content -articles/video
search resultsbanners, webinars, podcasts, directories, press
processes communication
staff, volunteers
3)
online
� research
� claim space� identify rivers� lurk and learn first� links are gold� provide value
social media get going today
Brandingdiva®
� provide value
� don’t sell � monitor
social media novelty? necessity? next big thing?
Brandingdiva®
doers Loads of FREE ideas
thank you
brandingdiva.comspeaker, consultant, entrepreneur
713-828-0691
braintattoo.com
Brandingdiva®
braintattoo.com
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