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Social Media Marketing For Brands

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by

Luis Borba

on 25 June 2013

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Transcript of Social Media Marketing For Brands

Social Media for brands
What Is It?
Statistics
Ranked #1 world's most visited website

Over 1 billion registered users

Over 650 million daily visitors
audience
Millions of people, from many cultures, around the world.
Ranked #12 world's most visited website

Over 500 million registered users

Over 79 million daily visitors
Process
Approach
Organic
Paid
medium
Publish
Create
Measure
Content: Words, Graphics, Photos, Videos, Music
Digital Marketing


Showcasing your products & services
Engaging your followers
Being an authority in your field
Converting followers to customers

With the right social media tools, on a set schedule, at a pre-determined frequency
The Number of Likes, Comments, Shares and Re-Tweets Received
Engagement
Content Plan: What you'll say and how you'll say it
Content Schedule: When you'll say it
Logo
To be on brand
Concise
Interesting
Strong call to action
Right timing and frequency, without being spammy
Needs:
Sprout Social, Hootsuite, Twitter and Facebook interface
Publishing Tools:
Time of day when it will have the most impressions
Frequent posts with variations on copy and graphics
Timing:
Facebook Insights: Likes, Shares, and Comments
Insights & Analytics
Twitter Analytics: Clicks, Favourites, Re-Tweets
Google Analytics: Visits to your website
Long-term Results
Follow like-minded brands & people
Get people's attention by sharing, Liking, Re-Tweeting their content
Takes a lot of time and effort
Can take months to build a following
Involves blogging and forums
Short-term Approach
Requires an advertising budget
Build a following faster than organic approach
Facebook Ads
Twitter Ads
Google AdWords Ads
All, potential customers.
Free Stuff: Contests & Giveaways
Discounts
Information
Example
Goal
Drive awareness to your brand, its products & services
How Brands Are Doing It
Brian Solis ~ "Influence is a combination of Resonance, Relevance, and Reach
Brand-specific images
Brand logo
Consistent messaging
Evoke emotion
Promotional
Informational
Cross-promote on Twitter
Also doing a Q&A on Facebook
Call to action: "Win free stuff!!!"
Contest tab
Supporting Pin-Post
Contest entry page
Get their info
Capture email op-ins, could come in handy down the road
State the rules and regulations
Sharing options
Now What?
You've built a following, have your customers' attention.
What's next?

Crowdsourcing.
Why Crowdsource?
Research:

Ideas
Feedback
Opinions
Content
Examples
Threadless solicited the help of graphic designers all over the world.

Asked them to submit designs.

Winners were awarded $2500 & their designs were featured on t-shirts
They also found out that many of their customers were comic book fans. So, they asked people to submit comic-themed designs for a separate t-shirt collection
Summary
Social media...unlike traditional advertising, which is a one-way conversation, allows you to engage existing customers, attract new ones, and solicit feedback to help improve your product and sell more of it.
Veronica Mars
Small, loyal following
Canceled in 2007
Using social media and a fan site, the director and lead actress fielded questions form fans
Lead them to launch a Kickstarter project to create a Veronica Mars movie
Goal of 2 million
Raised over 5.7 million
Crowdsourcing / crowdfunding for new projects
Crowdsourcing for new Product Ideas
"Crowdsourcing is the convergence of the collective wisdom of a group of people to achieve a better decision than would be made by a single individual acting alone.”

~ Joe Callahan (First Insight Director of Marketing)
Citroen C1 Connexion
Citroen’s asked Facebook followers to submit their own personalised design. They could choose their preferences for the following elements:

The number of doors (three or five)
The colours of the body, detail and dashboard
Other features of the car (Bluetooth, Sat-Nav and alloy wheels)


Each submission counted as a vote. The combinations with most votes went to production

Random winner also selected and given a car.
Crowdsourcing for new Products
Full transcript