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Branding through social media - In Personal, Professional and Business Profiles AGENDA - What is Branding - Why Social Media - Branding Through Social Media - Which Social Media Platforms – by the numbers - Reputation Management - Building the Profile --- LinkedIn --- Facebook --- Twitter * Monitor --- YouTube --- Pinterest - Finding Content to Post
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Judy Parisella e: [email protected]
http://www.linkedin.com/in/judyparisella
Branding Through
Social Media
In Personal, Professional
and Business Profiles
2 10/11/2013
Agenda
1. What is Branding
2. Why Social Media
3. Branding Through Social Media
4. Which Social Media Platforms – by the
numbers
5. Reputation Management
6. Building the Profile • LinkedIn
• Monitor
• YouTube
7. Finding Content to Post
3 10/11/2013
What is
Branding?
4 10/11/2013
To understand branding, its important to know what brands are.
It’s the idea or image of a specific product.
Something that identifies the Name, Logo, Slogan or
Design of a company.
Branding is when that idea or image is
marketed so that its recognized.
Branding is an important part of Internet commerce Allows companies to build their reputations, expand beyond the
original product and service and Adds revenue.
What is Branding?
Source: Brick Marketing
5 10/11/2013
Why Social
Media?
Social media is a powerful tool that can help you:
• Build a network
• Generate referrals
• Identify prospects
• Communicate with clients
It’s Inexpensive - Low cost of entry
It’s Educational - Learn about your industry, competitors, clients
It’s Viral Ideas and information spreads fast
It’s Searchable - More content you share, more keywords, higher SERP ranking
It Delivers Credibility - Consumers don’t search past page 1
It generates more client communication - Maintain frequent contact with clients
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Why Social Media
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Branding Through
Social Media
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Branding Through Social Media
Just like people, company brands now need to communicate, to
"network" and to reach out beyond their normal comfort zone. – socialmediatoday.com
Be where your audience is :: Fish where the fish are • B2C brands, begin with Facebook or Pinterest.
• B2B brands, LinkedIn is perfect
• Solepreneurs, authors, speakers and life coaches, developing a following
on Twitter can prove effective.
• Blue collar trades, a YouTube channel will showcase your know how
Establish a consistent brand voice
Create a Social Media Strategy
Go for quality not quantity
Source: SocialMeidaToday.com
9 10/11/2013
Which Social
Media Platform?
By the numbers
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Social Media by the numbers
= 225 million members | 50% Fortune 100 hired
through LinkedIn | 5.7 billion professionally-
oriented searches in 2012 | 200 million business
company pages
= 1.26 billion users | 699 million daily active users
| 50 million business pages | 150 billion FB friend
connections | 20 billion minutes a day spent on FB
= 554 million registered | 2.1 billion search
queries per day | 115 million active monthly users | 300
billion tweets have been sent
= 4 billion videos viewed daily | 72 hours
worth of video uploaded every minute or a decade
worth of content every day
= Over 70 million users | 80% are women | Avg. order
for Pinterest buyer $160.00 | 80% of pins are repins
11 10/11/2013
Reputation
Management
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Reputation Management
Thy Self Set up a Google Alert with you name
http://www.google.com/alerts
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Building the
Profile
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Ask Yourself: ‘Is LinkedIn where you
should be?’ If so, ARE YOU ACTIVE?
Is you profile at ALL STAR
strength? IT MATTERS!
Do you have a company
page/profile?
Are you updating SOMETHING in
your LinkedIn profile at least 1x a
week?
Have you joined, participated,
started discussions within a
LinkedIn Group?
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High LinkedIn Profile Strength–
MATTERS
“Users with ‘All-Star’ profile strength are
40 times more likely to receive
opportunities through LinkedIn.” -LinkedIn Users
Robust ‘keyword rich’ headline
A current position with description
Two more positions
Education
Add media
At least 5 skills
Profile photo
At least 50 connections
Keyword rich summary
Beginner
Intermediate
Expert
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Your LinkedIn title should be the
ultimate overview
Principal Cloud Marketer in Social
Media & Search | Speaker | Trainer @
JP Marketing
Principle of New Home Plots, New
Home Marketing, Residential
Development, REALTOR®, ABR,
LEED AP BD+C
CFP® | Founding Chairman /
Managing at Coastal Capital Group
| CFP® | WBZ1030 Boston
Financial Editor | Author | Speaker
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Headline & Summary should be
KEYWORD rich (just don’t get too crazy)
Find the
KEYWORDS that
others are using to
search for YOU!
Use the JOBS
search – type in
your title, specialty,
proficiency etc.
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Find the KEYWORDS | Build a word
cloud – Wordle.net
Copy an
applicable job
description found
in LinkedIn
Paste it into
WORDLE
The larger the
word, the more
prominent in the
description –
THIS IS YOUR
KEYWORD
BUILDING
BLOCK
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A LinkedIn Summary should make
them want more
• Your summary
should be in the
first person
• Include Metrics
• Add something
unique to you
THE BRAND
• Be the answer
to their problem
Give the reader a
reason to scroll
down and learn
more
21 10/11/2013
Add STUFF to your profile
Adding media to your
profile gives you more
legitimacy
Image
Providers • Mobypicture
• Ow.ly
• Twitpic
• Twitter All media links must have a public URL to
be added to your profile
Video
Providers • ABC News
• CBS News
• BRAVO
• CNN
• TED
• VIMEO
Audio
Providers • BandCamp
• Hark
• Mixcloud
• RadioReddit
• Spotify
Presentations &
Documents
Providers
• Prezi
• Scrib
• SlideShare
Other
Providers
• Behance
• Issuu
• Kickstarter
• Quantcast
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Build Your Influence and Participate in –
Groups/Discussions/Promotions
“LinkedIn makes it easier to find clients, find a job,
and build your brand and become the
recognized Expert. It’s also easy to use, once
you know the basics.” - Reuters 2012
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Passively mine for contacts | Reach Out to those
that have already found YOU!
Find out who’s
been looking at
your profile Premier
Account worth
consideration
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More Passive Mining on LinkedIn –
People You May Know
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ACTIVE Mining on LinkedIn–
Advance Search – Vetting Prospects
Target | Target | Target
GEO
Keywords
Company Size
Industry
Etc……
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ACTIVE Mining on LinkedIn–
Advance Search – Vetting Prospects
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ACTIVE Mining on LinkedIn –
Create a Prospect Tool
View actual spread sheet
28 10/11/2013
Create Your Company Page on
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Reach Out to Those Following Your
Company
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Building the
Profile
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Branding with a Facebook Company
Business Page
Create a
Business
Page for
your
Brand…
Even if the
brand is
YOU!
Manage it
from your
personal
page
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Branding with a Facebook Company
Business Page
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Branding with a Facebook Company
Business Page – Populate with relevant content
34 10/11/2013
Building the
Profile
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Branding with a Twitter Account
Keep the branding and the tone
consistent
Nutty Canine @NuttyCanine
Nutty Canine is the maker of PUPPA NUTTER a
100% all natural peanut butter snack made for
your nutty canine. MADE IN THE USA
Everywhere a puppy lives · nuttycanine.com
36 10/11/2013
Finding Influencers, specific targets, people,
#hashtags
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Find Relevant Twitter Followers
Twitter Search: Use Twitter Search when you want to search by keywords
(http://search.twitter.com/)
Twellow: Twellow prides itself as being “The Twitter Yellow Pages”. It’s a
directory that allows you to search for other Twitter users based on interest,
category or location. (http://www.twellow.com/)
Competitors: This is one of the most underrated ways to find some of your
most valuable Twitter followers.
WeFollow Directory: WeFollow is a Twitter directory that lets users tag their
account with different keywords or interests. For example, if you’re a car
mechanic tag yourself with “automobiles”, “cars” and “mechanic” to make it
easy for people interested in these things to find you. (http://wefollow.com/)
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Monitor The Activity –
TweetDeck shown here
Interactions, Mentions, actual tweets
Respond, retweet, post a new tweet
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Building the
Profile
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10/11/2013
YouTube
Consistent Branding
Starbucks shares history and ‘How Tos’
Don’t forget
LinkedIn!
Add YouTube
URLs to your
profile.
Post the URL on
FB or twitter
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Building the
Profile
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Create a pin board that includes images of your
product or service. Follow other pin boards with
similar interests. Repin and comment on pins
posted by others.
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Finding Content
to Post
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Finding Content to Post
Create SmartBrief Intelligence Reports
A SmartBrief is a
summary of a
selected industry
and provide links
back to the original
sources.
Topics include:
Agency News,
Creative, Media,
Trends & Research,
Marketer News, etc.
http://www.smartbrief.com/
Don’t forget the Google Alerts too.
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Finding Content to Post
Use the search box on the website of any news outlet – type
in a keyword or phrase. Find, share or comment on
content/articles/stories already created. (Credit the original source.)
46 10/11/2013
Branding is a way to build an important company
asset, which is a good reputation. Whether a company
has no reputation, or a less than stellar reputation,
branding can help change that.
Branding can build an expectation about the company
services or products, and can encourage the company
to maintain that expectation, or exceed them, bringing
better products and services to the market place.
Importance of Branding
Source: Brick Marketing
10/11/2013 47
Judy Parisella e: [email protected]
http://www.linkedin.com/in/judyparisella
978.491.7444
