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Develop a Social Media Strategy: Online Branding for Yourself or Your Business

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Francine Fabricant

on 14 March 2014

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Transcript of Develop a Social Media Strategy: Online Branding for Yourself or Your Business

Develop a Social Media Strategy:
Francine Fabricant and Brooke Shaughnessy
Social Media
Define your target audience.
Make choices about where, how and when to communicate.
Assess
your brand:
Who are you?
Start communicating!
Online Branding For Yourself & Your Business
Current timeline photo & copy
Fashion-forward posts that
interest and engage their followers
Integrated content
& giveaways
Contests
& cross-promotion
Social Media
in Action

Images that tell a story. Current and frequent tweets.
Tweets and retweets that engage followers.
Multiple pages with boards for a range of followers.
Professional
dialogue that
engages their
connections.
Consistent tone &
style in all forms of social media, including recruiting.
I want to grow my brand online.
I want to be using social media more effectively.
Which social media websites should I use?
How should I use them?
How much time will it take?
What results can I expect?
But I'm a person, not a business!
Let's look at
Zappos -
Social media
that works!
Tom Peters
"The Brand Called You" (1997)
- What is your image?
- What do you do with your time?
- What is your reputation?
- You're branded!

What has happened since then?

Company / Personal Websites
Facebook
Twitter
LinkedIn
Pinterest
Instagram
Blog
Many More ...
(Amazon, Google+, DayPlanIt, Delicious, Prezi, Slideshare, YouTube, etc.)
Do I need to use them all?
No ... of course not!
To decide what to use ... First, define your goals.
Second, learn how each tool will help you reach your goals.
Third, decide what you have time to learn and maintain.
Web 2.0
Frequent images, relevant concepts, & integrated content -like the contest shown here!
LinkedIn
PushPage
Facebook
Twitter
"Resources"
SlideShare
Facebook
Twitter
Pinterest
LinkedIn
Instagram
Dan Pink's
social media
Lauren Conrad's
social media
Facebook
Pinterest "give"
Pinterest
Instagram
Twitter
Blog
YouTube
Facebook
Twitter
LinkedIn
An Executive Coach's Strategy:
A Blog-centric Professional Presence
We work at DayPlanIt - a new, free, online community where poeple can post, search, and share classes, activities and events.
Brooke is our PR and Social Media Assistant
Francine is our Creative Director
Francine is also a career counselor and the lead author of a new textbook.
DayPlanIt was created with personal branding in mind!
Now that you've seen some fantastic examples (all created with big budgets and a team of social media experts) ... let's talk about you or your business (and successful examples created with limited budgets).
It's Your Turn!
Lea's results
Source: http://www.lealea.net/blog/comments/the-art-of-self-branding-part-one/
Source: http://www.lealea.net/downloads/self-branding-worksheet.pdf
Who are you?
Personal Branding
From Scott Levy, author of Tweet Naked, in Entrepreneur
Source: http://www.entrepreneur.com/article/230412
Assess Your Brand
1. What does your business have to offer?

2. What does your brand stand for?

3. What makes your products, services or business as a whole different from your competitors?

4. Why are you doing this?
Listen to your connections and be responsive.
Online Branding:
Your Strategy
Set up your social media and determine who will be responsible for updates.
A Ballet Company's Strategy:
Promote Events
and Get to Know Us (Behind the Scenes)
Facebook
YouTube
Twitter
DayPlanIt
Blog
What's your next step?
Discussion
& Questions
References
Alcantara, Lea. (n..d.) The Art of Self-Branding: Part One. Retrieved from: http://www.lealea.net/blog/comments/the-art-of-self-branding-part-one/.

Peters, Tom (August 31, 1997). The Brand Called You.
Fast Company.
Retrieved from: http://www.fastcompany.com/28905/brand-called-you.

Levy, Scott (December 30, 2013). Get Started Building Your Brand on Twitter.
Entrepreneur.
Retrieved from: http://www.entrepreneur.com/article/230412.


Recommended
Resources
Ahmad, Nabeel (February 27, 2013). Timing Social Media Posts. Retrieved from http://nabeeloo.com/2013/02/timing-social-media-posts/.

Alba, Jason (2012).
I'm on LinkedIn, Now What??? Third Edition.
Cupertino, CA: Happy About.

Falcow, Sally (2011) Social Media Strategy Whitepaper. http://falkowinc.com/wp-content/uploads/2010/06/Social-Media-Strategy-Module-Whitepaper.pdf

Levy, Scott (2013).
Tweet Naked: A Bare-All Social Media Strategy for Boosting Your Brand or Your Business.
Entrepreneur Press.
Consider This ...
- Are you listening?
- Are you responsive?
- Are you engaging?
- Are your goals and time commitment aligned?
DayPlanIt
LinkedIn
Diane Bard's personal Facebook
Etsy
DayPlanIt
A Small Business Owner's Strategy:
Personality, Authenticity and
Open Communication
Peace Soap's Facebook page in 2010
Facebook
You Can Do This!
Develop a Social Media Strategy:
Online Branding for Yourself & Your Business
Francine Fabricant and Brooke Shaughnessy
LinkedIn
Full transcript