Building an effective social media presence does not start with creating a blog or Twitter profile. Businesses that are serious about and committed to a social media approach that serves the business need to create a roadmap that begins with an understanding of audience, goals, what will be said, and what will be measured... a Social Solution Suite.

1. Your social media
laid an egg.
Now what?
http://farm1.static.flickr.com/1/129780685_5e6451613b.jpg

2. What is
Social Media
branding?

3. What does this have to do with selling chocolate eggs?

4. 1950
Contemporary understanding of branding emerges

5. “We are the CEOs of our own
companies: Me Inc.”
- Tom Peters, Fast Company 1997
Personal branding emerges in 1997

6. Predictable. Consistent.
(Branding should not be like a Magic 8 Ball)

7. XYZ Company?
Oh yeah. I can
tell you all about
them.
“Brands are built on what people are saying
about you, not what you’re saying about
yourself.”
- Guy Kawasaki

8. SOCIAL MEDIA
Get Past the Hype…. Get Down to Business

9. Personal Branding vs.
Organizational Branding

10. Welcome to
BunnyCorp Unlimited

11. Fear Trust Control
Is social media a waste of time and money?
Once information is “out there” it’s impossible to roll back!
We’re losing control of our messaging.
The distinction between “inside” and “outside” dissolves.
Our employees would spend all their time on Facebook!
Are these new tools reliable and safe?
Are these new collaboration models any better?

12. Under the radar

13. We don’t have $$$

14. Where’s the ROI?

15. How personal brands can help build
your organizational brand

16. How personal brands can help build
your organizational brand
Publicity & Awareness
Organiza5on’s Credibility
Humanizes Your Company

17. SOCIAL SOLUTION SUITE
A set of social media channels and the means of
measuring actionable outcomes so that you can
adjust your market messages to best effect and
maximize your Strategic Objectives

18. Adjust Message

19. Not a simple overlay

20. Does not operate in a vacuum

21. • Customer • Employment
satisfaction branding
• Promotion • Employee
• Competitive Intel relations
• Collaboration
Human
Marketing
Resources
Investor Partner
Relations Network
• Reputation • CRM
management • Supply Chain
management
• Procurement
Know your audience

22. Strategy begins with assessment and planning

23. Who do you want to reach?
• Customers
• Top influencers
• Potential employees
• Your employees
• Potential partners
• Investors

24. What do they want?
• Real conversation
• New ideas
• Analysis
• Humor / wit / fun
• Attention

25. What action do you want them to take?
• Comment
• Follow / friend / connect
• Link / review / recommend
• Buy
• Hire
• Meet
• Partner
• Change a perception
• Engage!

26. How did this social media campaign change the brand?

27. What are your building blocks?
is for Brilliant
is for Agile is for Customer‐Friendly

28. What are your building blocks?
Great story Great story Great story
demonstra5ng demonstra5ng demonstra5ng
agility brilliance customer service
is for Brilliant
is for Agile is for Customer‐Friendly

29. Building the brand

30. Building the brand
Your
Foundational
Qualities

31. Building the brand
Corporate communications
via social media and other
marketing & PR
Your
Foundational
Qualities

32. Building the brand
What you convey face-to-face
Corporate communications
via social media and other
marketing & PR
Your
Foundational
Qualities

33. Step by Step: Getting Started
• What is the right channel for me?
– Demographics
– Writing, long or short?
– Pictures
– Audio
– Video
• One or many channels?
• How often is normal?

34. What is the right channel for me?

35. What is the right channel for me?

36. Social Network Demographics
Sta$s$c Facebook LinkedIn MySpace TwiGer YouTube
Monthly Unique 132 15 48 21 92
Visitors (millions)
Gender % 43M/57F 50M/50F 36M/54F 43M/57F 50M/50F
Largest Age 45‐54 (24%) 35‐44 (31%) 0‐17 (34%) 35‐44 (29%) 18‐34 (35%)
Group
(% of whole)
2nd Largest Age 36 ‐44 (20%) 45‐54 (28%) 45‐54 (19%) 45‐54 (20%) 35‐49 (24%)
Group
Average 50‐75K (36%) 75‐100K (23%) 25‐50K (39%) 25‐50K (30%) 30‐60K
Household 50‐75K (35%) 50‐75K (27%) 60‐100K
Income 100K+ (27%)

37. Top global companies use many channels…
Source: ENGAGEMENTdb.com

38. Top global companies use many channels…

39. Top global companies use many channels…

40. … and reap significant rewards.

41. But most of them started small.

42. Are you committed?

43. Patient?
Six months or longer

44. Tenacious?
Is the executive team willing to tough it out?

45. Alert?
The right tools and a vigilant team

46. Responsive?
Being alert isn’t enough

47. Interesting?
True to the personality of the organization

48. (Without causing
embarrassment)

49. Bring your message to the
market, measure, repeat

50. Measuring Your Investment
Unique visitors
Pages visited
Time on site
Bounce rate
Posts
Comments
Post: Comment ratio
Search engine ranking Sentiment
Reviews
Recommendations
Referrals
Tweets
Retweets (RTs)
Mentions
Connections
Followers
!"#

51. Some Free Tools
• Google Analytics / Woopra
• Google Alerts
• HootSuite, Tweetdeck

52. Strategy is only a system of
options since only the beginning
of any ... operation is plannable.
No plan survives contact with
the ... [customer/market ].

53. Adjust Message

54. Take Aways
• Social media is a visible, practical way to establish
brand
• It only works in conjunction with other marketing
and branding activities
• Start with stories that exemplify what the
organization stands for professionally
• Measure your efforts critically and adapt

55. How to plan for an audience
How to prepare your company
Social media plan execution
Measuring the results
socialsyntax.net