Social media is quickly creating a new area in the workplace - social business. And while you may know your team would benefit from social media adoption, you might not fully realize how you can be using the social channels to drive corporate business objectives. In this webinar presentation, Jordan Viator from Spredfast and Jennifer Stafford from HomeAway explore how to embrace social media for building brand awareness and discover best practices that really drive results.

1. Brand
building
through
social media

2. IDENTIFY
THEBRAND
AND THE
CAMPAIGN

3. The OMFG! Factor:
Sacrifice ten facebook friends. get a free
whopper.
Whopper sacrifice (a facebook app)
launched in early 2009 with little fanfare
and almost no media support and lasted
only 10 days before facebook shut it
down on the basis of “user privacy
violation” (the app notified friends when
they were deleted).sure, they gave away
20,000 free whoppers. but the infamy
and buzz they gained? priceless.

4. IDENTIFY THEBRAND
AND THECAMPAIGN

5. The OMFG! Factor:
The Old Spice Man debuted in a
2010 Super Bowl ad, bringing
humor, sex appeal, and intrigue
to a brand that was all-but-
forgotten. The campaign not
only got the attention of
celebrities like Demi Moore and
Ellen DeGeneres, but also
helped Procter & Gamble to
amass over 40 million views on
YouTube and enjoy a 107%
increase in body wash sales
within 30 days of the campaign
launch.

6. The OMFG! Factor:
He dominated not only YouTube with over 20
million views, but also claimed the most popular
fan page on Facebook (with 2.5 million fans vs
McCain’s 625,000 at the time), broke down
barriers with his social media-friendly campaign
website that bestowed genuine, in-action photos,
videos, and issue-oriented calls-to-action upon
its visitors daily—and ultimately, rode that online
popularity all the way to the White House,
becoming not only the first U.S. President to have
a presence on social media, but the first one to
fully grasp and connect with his constituents
across ALL of the channels that matter to them
now.

9. WHat !!

10. PagePublishing – These unpaid impressions appear on the Fan page wall and may also
appear in the Newsfeed of a Fan or a Friend of a Fan.
Stories about Friends - These unpaid impressions occur when a Friend actively engages
with a brand (e.g. Amy Likes Southwest Airlines) and become visible either on a
Friend’s wall or in the Newsfeed. These stories may appear to Fans and Friends of Fans.
Sponsored Stories – These paid impressions are similar to Stories about Friends, but
they have been actively distributed more broadly and appear in the right hand column
to Fans and Friends of Fans.
Ads with Social – These branded messages come directly from the advertisers with a
social context on the unit that appears to Friends of Fans (e.g. Roger Tison Likes
Southwest Airlines, appearing at the bottom of the ad unit).

11. Newsfeed is thekey

12. Reach isthe lever toachieve grp
Grp= reachX frequency

13. Understandthepsychographic
Informationandentertainment
seeker
Weatherenthusiasts
Automobilefansandteencontent
consumers

14. WHY !!

17. How !!!

18. News-jacking
Newsjacking is the idea of interjecting a
business’ marketing message or ideas into a
current news story in order to garner additional
attention from both customers and the media.
Culture-jacking has a similar definition, but
centers around events like the IPL.

20. Be Timely, topicalandrelevant

21. Consistency & frequency

22. OreoDailyTwist
Oreo had laid the foundation for Super Bowl success with
about 5,000 simple tweets, posted at a rate of about three or
four a day, incrementally engaging its customers and building
an ongoing dialogue. Similarly, the Oreo Daily Twist boosted
customer engagement because as regular as the sunrise, Oreo
fans knew that each day Oreo would post a new graphic and
new twist on its image.

23. creativity

24. HP Bend the rules
Using Vine Stars, they have created content around
the use of their products, transcending social media
networks and interacting with consumers on multiple
mediums. In the 2015 edition, content creators are
“Going Epic” and are given big budgets to pull off
stunts, ranging from monster truck trick shots to
being set on fire to breaking through glass.

25. Leveragethe technology

26. WWF last selfie
WWF used the idea that selfies disappear off Snapchat after
10 seconds to illustrate the disappearance of endangered
species around the world. The result was worldwide branding
and sharing that led to increased donations for the month in
only a matter of days.

27. Authenticity

28. Patagonia
By focusing on the activities and themes that are relevant to
Patagonia’s customers, the brand earns their trust and a role
reversal takes place. Instead of Patagonia trying to sell to its
customers, the customers are coming to them and asking for
more information about the products they sell!

30. User generated content (ugc)
• Brand Democratization (Blogs and Vlogs)
• Citizen Journalism
• Buzz Driver
• Customization (Dell, Converse)

32. PERCEIVED
CO-CREATION
PERCEIVED
EMPOWERMENT
PERCEIVED
COMMUNITY
PERCEIVED
SELF-CONCEPT
INVOLVEMENT
BRAND
EQUITY
UGC DRIVERS OF BRAND RELATEDUGC

33. I don’t wanttorememberall these!!
Isthere a simpleway??

34. Defineyour goal
• Are you looking at increased conversions?
• Are you looking at social media as a brand
communication channel?
• Are you looking at SM for leads generation?

35. Map your audience
• If you want to sell a product such as a book across social
media, you must focus on your audience’s pain point, solve
their problems, and add value to them little by little.
Provide free advice that’s of high value, NOT something
anyone can just copy and paste from a source like a blog.
• For example, instead of relaying mainstream news, focus on
syndicating news gear towards a specific niche area so you
become the go-to source for it. Better yet, compile the
content and provide your own insight so you act as a filter
for your audience.

36. Understand the trends

37. Engagethem, talk to them
• Content Communication
• Posts
• Tweets
• User Engagement
• Graphics
• Technology
• Applications

38. Track and measuresuccess
• Monitor Conversations
• Track Results
• Google Analytics
• FB Insights
• Google Trends

39. Thank You