SETTING YOURSELF UP TO EXPLOIT SOCIAL MEDIA

BRANDING AND SOCIAL MEDIAA SEMINAR WORKSHOP

November 2013

WELCOME

Judith Darlington General Manager

WA Club

AGENDA

The Theory Spinning and Branding Social Media

INTRODUCTORY REMARKS

THE THEORY

• Spinning • Branding• Channels (social media)

SPINNING

• PACKAGING and FRAMING:- Attract attention- Engage the target- Generate understanding- Encourage behaviour

• ESTABISHING:- Authenticity- Credibility- Integrity- Sustainability

• LEVELS:- Corporate- Personal- Global- Discrete

• ISSUES:- Brand definition- Behaviour and culture- Brand communication- Global branding- Message framing- Issues management

BRANDING

• Personal • Corporate • Product • Service

CORPORATE BRANDING

• VISION – what you want to achieve or create

• VALUES - what you stand forb and believe in

• PERSONALITY – what you are like to deal with

• POSITIONING – what sets you apart and makes you preferred

PERSONAL BRANDING

• VALUES – what do I believe in?

• PERSONALITY – what am I like to deal with?

• OFFERING – what am I offering audiences?

• UNIQUENESS – what makes me unique?

SERVICE/PRODUCT BRANDING

• WHY – does the product or service exist – what need does it address?

• WHAT - values underpin it – what does the manufacturer stand for?

• HOW - is it unique or better – what differentiates it from alternatives?

• WHO – will buy it – what are they buying?

SOCIAL MEDIA

SOCIAL MEDIA CHANNELS

SOCIAL MEDIA BENEFITS

• CONTROL – your own media channels• COMMUNICATION – talking and listening• RESEARCH – learning about the audiences• CURRENCY – it is happening now• ACCESS – particularly through mobiles• REACH – to people not engaging traditionally• TARGETTING – groups of greatest interest

MAKING SOCIAL MEDIA WORK

• Have clear objectives and a strategy• Get engaged and devote the resources• Don’t sell stuff - make friends• Educate, inform and give• Be honest open and have integrity• Focus on doing a few things well• Have clear guidelines and policies• Respond positively no matter what• Set aside 30 minutes every day

SPINNING AND BRANDING

• Your market• Your brand• Your messages

YOUR MARKETS

YOUR BRAND

YOUR MESSAGE

SOCIAL MEDIA

• The options• The channels• The beginnings

THE OPTIONS

New media options include;

• Websites

• Email

• SMS

• Social media

Social media options include;

• Blogs – set up by you or others• Forums – set up by you or others• Channels- established and widely used

THE PREFERRED CHANNELS

SEE HANDOUT

THE BEGINNING

DEVELOPING CONTACTS- Icon and like button on website- Icon on email signature, advertising and stationary- Promotions- Invite email contacts- Advertising on Facebook- Invite personal contactsDEVELOPING RELATIONSHIPS- Read and work the newsfeed- Engage with people on the news feed- Post excellent content- Promotions

MANAGEMENT- Premium membership- Allocate time each day- Do tutorials- Email signature- Coffee table- Export list monthlyCONTACT DEVELOPMENT- Business cards- ‘Add connections’- Mine groups- Mine news feed- ‘Advanced search’- Ask for introductionsRELATIONSHIP DEVELOPMENT- Greet connections- Engage in conversations - Give advice, help and leads- Engage with newsfeed- Become a resource- Align Database and Geography

DEVELOPING CONTACTS AND RELATIONSHIPS- Quality profile- Follow a lot of relevant people- Invite friends- Promote on stationary and website- Tweet interesting things- Tweet often- Use relevant hashtags- Engage people

• Identify and invite friends• Participate in conversations• Share photographs and images• Comment on posts and issues• ‘Like’ things that appeal to you• Stay true to your strategy

• Identify connections and invite• Engage with connections• Monitor and respond to conversations• Inform connections with blog articles• Join groups and discuss issues• Stay true to your strategy

• Identify people/organisations to follow• Use # tags• Communicate often• Link to other channels• Stay true to your strategy

THANK YOU (for not going to sleep)

HAVE FUN and PLAY