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How To Use Social Media to Leverage Your Brand
1. Social Media StrategySocial Media Strategy
Designed to IncreaseDesigned to Increase
Engagement & SalesEngagement & Sales
How To Leverage Brand/OfferingHow To Leverage Brand/Offering
Through Use Of Social MediaThrough Use Of Social Media
2. Social Media On Its OwnSocial Media On Its Own
Can generate fans,Can generate fans,
followers, “likes”followers, “likes”
Can Increase BrandCan Increase Brand
AwarenessAwareness
Opportunities toOpportunities to
engage & networkengage & network
Immediate interactionImmediate interaction
Low costLow cost
Helps improve SEOHelps improve SEO
3. SM - Digital “Word-Of-Mouth”SM - Digital “Word-Of-Mouth”
Social Media is INBOUND marketingSocial Media is INBOUND marketing
Blogs, Twitter, Facebook, YouTube,Blogs, Twitter, Facebook, YouTube,
Slideshare, Linkedin, Google+, Flickr,Slideshare, Linkedin, Google+, Flickr,
Pinterest are all places to reach peoplePinterest are all places to reach people
Soc Media INCREASES chances toSoc Media INCREASES chances to
spread the message (OPEN)spread the message (OPEN)
4. Email On Its OwnEmail On Its Own
Easy to track &Easy to track &
manage listsmanage lists
Campaigns easy toCampaigns easy to
tracktrack
ROI measureableROI measureable
Low CostLow Cost
Can generate repeatCan generate repeat
business BUTbusiness BUT
COULD BE “JunkCOULD BE “Junk
Mail”Mail”
5. Email Is Not a Dirty WordEmail Is Not a Dirty Word
Email is OUTBOUND MarketingEmail is OUTBOUND Marketing
Provide information to current subscribersProvide information to current subscribers
Email LIMITS potential to spread messageEmail LIMITS potential to spread message
Content does not appear on the webContent does not appear on the web
6. Put Them Together – Kapow !Put Them Together – Kapow !
Regular newsletters,Regular newsletters,
blogs, tweetsblogs, tweets
Page updates –Page updates –
Facebook, Linkedin, etc.Facebook, Linkedin, etc.
Video/audio contentVideo/audio content
Soc Media links in emailSoc Media links in email
Makes it easier forMakes it easier for
someone to followsomeone to follow
Email –Email – CALL TOCALL TO
ACTIONACTION
7. What To Post On Social MediaWhat To Post On Social Media
Limit Self Promotion (wantLimit Self Promotion (want
people to ENGAGE with you)people to ENGAGE with you)
Be likeable, interesting,Be likeable, interesting,
helpful, entertaininghelpful, entertaining
Establish a regular scheduleEstablish a regular schedule
Use life or real experiencesUse life or real experiences
GIVE to RECEIVEGIVE to RECEIVE
Acknowledge & follow backAcknowledge & follow back
8. Example - E-Book StrategyExample - E-Book Strategy
Create E-Book (Say.. Top 10 Tips to..) PersonCreate E-Book (Say.. Top 10 Tips to..) Person
fills in information to receive e-bookfills in information to receive e-book
(Name/Email)(Name/Email)
Download E-Book & receive email with bonusDownload E-Book & receive email with bonus
video thanking them for downloadvideo thanking them for download
Further email within week with links or videoFurther email within week with links or video
A 3A 3rdrd
email again few days later again with CALLemail again few days later again with CALL
TO ACTION (special offer), further links or videoTO ACTION (special offer), further links or video
9. Something Is EngagingSomething Is Engaging
Because it is ofBecause it is of
interest to: -interest to: -
The client (individual at thatThe client (individual at that
time), and/ortime), and/or
Someone the client knows &Someone the client knows &
would feel good about sharingwould feel good about sharing
at that timeat that time
10. Email/Social Media EngagementEmail/Social Media Engagement
Right mix to defineRight mix to define
BRANDING, demonstrateBRANDING, demonstrate
skills & bring people toskills & bring people to
conversation (ENGAGE)conversation (ENGAGE)
Blogs/Video are keyBlogs/Video are key
drivers of socialdrivers of social
engagement but emailengagement but email
campaigns are Calls-to-campaigns are Calls-to-
action.action.
11. Social Media StrategySocial Media Strategy
You Tube, Twitter, Facebook, Linkedin,You Tube, Twitter, Facebook, Linkedin,
Slideshare etc. create awareness, buildSlideshare etc. create awareness, build
engagementengagement
Your Website is the centre of the contentYour Website is the centre of the content
or engagement strategyor engagement strategy
Social media distributes content & drawsSocial media distributes content & draws
attention & traffic to website, blogsattention & traffic to website, blogs
Email, E-Books & Social Media provideEmail, E-Books & Social Media provide
ongoing content & engagementongoing content & engagement
12. WebsiteWebsite
98% of traffic to website98% of traffic to website
will go to “About Us”will go to “About Us”
PagePage
Average time 4 – 10Average time 4 – 10
secondsseconds
Time determined byTime determined by
quality & presence ofquality & presence of
photo &/or videophoto &/or video
11stst
10 seconds is vital –10 seconds is vital –
85% leave < 20 seconds85% leave < 20 seconds
> 20 seconds person> 20 seconds person
likely to remain > 3likely to remain > 3
minutesminutes
13. Recent #SM Sales Success StoryRecent #SM Sales Success Story
Started as “1 Man Band”.Started as “1 Man Band”.
Product 1Product 1stst
launched in Australialaunched in Australia
Sales momentum gained throughSales momentum gained through
Internet Blogs & Social MediaInternet Blogs & Social Media
Generated sales of 25mGenerated sales of 25m
units in USA in 4 monthsunits in USA in 4 months
Nearest competitor took 4 years toNearest competitor took 4 years to
achieve same sales levelachieve same sales level
ANY GUESSESANY GUESSES
…..???????…..???????
Chances are you have product inChances are you have product in
your homeyour home
Answer …..Answer …..
50 Shades Of Grey50 Shades Of Grey
15. The Golden Circle – Simon SinekThe Golden Circle – Simon Sinek
Why
What
How
16. What Is The Golden CircleWhat Is The Golden Circle
Why – Our PurposeWhy – Our Purpose
Cause Or BeliefCause Or Belief
How – How We Do itHow – How We Do it
What – What WeWhat – What We
Actually DoActually Do
17. Golden Circle Example - AppleGolden Circle Example - Apple
Why – Challenge TheWhy – Challenge The
Status Quo. Believe inStatus Quo. Believe in
doing things differentlydoing things differently
How – Our products areHow – Our products are
beautifully designedbeautifully designed
simple to use & Usersimple to use & User
friendlyfriendly
What – We happen toWhat – We happen to
make great computers –make great computers –
Wanna Buy OneWanna Buy One
18. Use the Golden CircleUse the Golden Circle
Differentiate Your BrandDifferentiate Your Brand
Differentiate Your PurposeDifferentiate Your Purpose
Get People to Believe What You BelieveGet People to Believe What You Believe
Do Business With People Who Believe inDo Business With People Who Believe in
What You DoWhat You Do
19. Social Media & BrandSocial Media & Brand
BrandsBrands in the initialin the initial
consideration phase areconsideration phase are
3 TIMES3 TIMES more likely tomore likely to
be purchased thanbe purchased than
brands that aren't –brands that aren't –
Mobile Phones - AppleMobile Phones - Apple
Samsung dominateSamsung dominate
Social Media ExaminerSocial Media Examiner
reported 72% clientsreported 72% clients
closed more business &closed more business &
52% reported more lead52% reported more lead
generation due to socialgeneration due to social
mediamedia
20. What Is A BrandWhat Is A Brand
A brand is WHATA brand is WHAT
People believe aboutPeople believe about
you – PERCEPTIONyou – PERCEPTION
IS REALITYIS REALITY
Nike – Innovative HighNike – Innovative High
PeformancePeformance
Coca Cola –Coca Cola –
Lifestyle/HappinessLifestyle/Happiness
Volvo – Personal SafetyVolvo – Personal Safety
21. How To Differentiate BrandHow To Differentiate Brand
Being Different whilstBeing Different whilst
looking the samelooking the same
Why deal with usWhy deal with us
Why are we so specialWhy are we so special
Making money is art &Making money is art &
working is art & goodworking is art & good
business is the best artbusiness is the best art ––
Andy WarholAndy Warhol
23. Without A Strong BrandWithout A Strong Brand
Clients make decisionsClients make decisions
aboutabout
PricePrice (cheapest price(cheapest price
wins)wins)
DeliveryDelivery (availability &(availability &
convenience)convenience)
RelationshipsRelationships (like &(like &
trust)trust)
24. TRUST/BRAND/RELATIONSHIPTRUST/BRAND/RELATIONSHIP
Sales more likely fromSales more likely from
people whopeople who TRUSTTRUST
a company they havea company they have
aa RELATIONSHIPRELATIONSHIP
withwith
When PeopleWhen People
ENGAGEENGAGE withwith
content they feel theycontent they feel they
have ahave a
RELATIONSHIPRELATIONSHIP
25. Only 3 Ways To Make More $$$ InOnly 3 Ways To Make More $$$ In
BusinessBusiness
Sell MoreSell More
Charge MoreCharge More
Reduce Costs/Increase EfficiencyReduce Costs/Increase Efficiency
26. Have You Got A VideoHave You Got A Video
Video ReinforcesVideo Reinforces
the message youthe message you
conveyconvey
SEE the messageSEE the message
HEAR theHEAR the
messagemessage
27. What Type Of VideoWhat Type Of Video
COMPLEX STORIESCOMPLEX STORIES
– use images– use images
RELATIONSHIPS –RELATIONSHIPS –
use real peopleuse real people
INFORMATION –INFORMATION –
animation simplifiesanimation simplifies
28. You Tube – Your Own TV StationYou Tube – Your Own TV Station
Easy to set upEasy to set up
Cost EfficientCost Efficient
Content Can be Distributed via SocialContent Can be Distributed via Social
MediaMedia
Linked to your websiteLinked to your website