Psychological and Social Aspects of Brand Management

Genia Stevens, MBAPresident & CMO

Genia Stevens & Associates

Today You Will Learn

• 6 personality types you should consider while developing content for your social media marketing campaign

• Why it’s important for brands to invest in developing content worth sharing

Genia Stevens is the President & CMO of Genia Stevens & Associates. Genia is a marketing strategist who has 15 years experience with helping companies use digital marketing and new emerging web trends to reach diverse markets, drive sales and build brand awareness. Visit http://geniastevens.com to learn more.

About Me

Agenda• Understanding social media user personality

types• Why do the various personality types share the

information they share on social networks• How to develop content for various social media

personality types• How to strengthen your brand's relationship with

various social media personality types

Understanding social media user personality types

•Understanding why social media users share content is crucial for developing an effective social media strategy•A better understanding of social media user personalities will help marketers develop a better relationship between their brand and their customers

Understanding social media user personality types

There are 6 social media personality types brands should be familiar with:•Connectors•Altruists•Hipsters•Careerists•Boomerangs•Selectives

Why do various social media personality types share information?

Connectors: Social media users who regularly pass along great deals, job opportunities and business opportunities to their friends and colleagues. Connectors will also often introduce friends and colleagues to “influential people you should know.”

Why do various social media personality types share information?

Altruists:Social media users who often share information they find informative and useful.

Why do various social media personality types share information?

Hipsters:Social media users who share content because they believe sharing is part of why they are. Hipsters also share because they want their friends and colleagues to view them as people who keep up with all the latest trends.

Why do various social media personality types share information?

Careerists: Social media users who share content that helps their colleagues solve problems related to business (career development, workplace issues, industry challenges, etc)

Why do various social media personality types share information?

Boomerangs: Social media users who share content just because they want to provoke an emotional response or debate. Boomerangs will often return to a conversation to monitor responses and engage other respondents.

Why do various social media personality types share information?

Selectives:Social media users who are extremely selective about the content they share with their friends and colleagues. Selectives will not share any content that reads like something they would never produce themselves.

How to develop content for various social media personality types

Creating Content Connectors Will Share:

1. Is it a deal worth sharing?

- Is this an exclusive deal? Is this deal time sensitive?

2. How do you motivate your connectors to share your deal?

- Are you offering your connectors an incentive for sharing?

3. What does this deal say about your brand’s promise to its customers?

- Do you have a money back guarantee? Is it mentioned in the fine print?

How to develop content for various social media personality types

Creating Content Altruists Will Share:

1. Is this information useful and informative?

- Will this information help solve a problem?

- Is this content blatant self-promotion?

2. Does this information accurately represent your brand?

- Does this information represent your brand’s personality?

How to develop content for various social media personality types

Creating Content Hipsters Will Share:

1. Is this content related to a new product or a new trend?

- Will your hipsters enjoy showing off the fact that they were one of the “first to know?”

2. Did you remind your hipsters to share your content?

- When you post your content (blogs, videos, photos) include text that asks social media users to share

How to develop content for various social media personality types

Creating Content Careerists Will Share:

1. Is this content that will help solve a business challenge?

- Can you turn this content into a white paper?

- Can you turn this content into a webinar series?

2. Did you remember to ask for input from your careerists?

- Careerists like to help solve problems. Asking them to provide additional input will help encourage them to share

How to develop content for various social media personality types

Creating Content Boomerangs Will Share:

1. Is this content that will encourage an emotional response or debate?

- Does this content excite or anger Boomerangs?

- Does this content encourage readers/viewers to offer their opinion on the subject matter?

2. Are you okay with your brand being associated with any debates this content inspires?

How to develop content for various social media personality types

Creating Content Selectives Will Share:

1. Will this content pass the muster of my most critical community members?

- Is this content free of grammatical errors and spelling mistakes?

- Is this content my most critical community members would call their own?

2. Did you ask for input from your selectives?

- Selectives will often share great content they feel they helped to create.

How to strengthen your brand’s relationship with various social media personality types

• Do the research to build a customer profile

1. Monitor actions and behaviors of current Facebook fans, Twitter followers and LinkedIn group members

2. Determine the most popular social media personality type(s) in your online communities

3. Implement surveys that help you determine the types of content your community members prefer

How to strengthen your brand’s relationship with various social media personality types

• Develop content based on the findings of your research

• Avoid bombarding your community members with content that is mostly self-promotion

Move The Needle

Move The Needle

Keeping in mind the 6 personality types discussed, monitor the last 6 months of your community’s social media behavior• What types of content do they share?• How often do they comment on your content?• How often do they tag your social network page(s) on their personal/business page?

• Track the amount of community users who fit the description of any of the 6 personality types discussed

Start Your Research!

•An understanding of 6 distinct social media personality types•Why various personality types share the information they share on social networks•How to develop content for various social media personality types•How to encourage the various social media personality types to share your content•How to strengthen your brand's relationship with various social media personality types

Key Takeaways

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