Social Media Builds Brand Value
02/05/2010
Do you sometimes long for the simpler days of social media, say 5, 6+ years ago, when the hot issues were should comments should be monitored and how to handle the negative ones? Especially for marketers, the social web grows more complex by the nano second.
As customers come to expect the opportunity to interact with (hopefully!) the people who are behind brands we find ourselves addressing aspects that impact brand value. Note: Please check out Diva Marketing's post Where Does Transparency Fit In The New Social Media Marketing Model?
How can social media help tell the stories of your brand?
Can you be a steward of your brand while still maintaining your authenticity?
How can you integrate social media into the DNA of your brand?
These were the questions that I used to jump start the conversation about branding and social media at SONCON10 last week. Although I created a deck (yeah I know some people hate PPT .. but people learn in different ways and sometimes visuals are helpful.) our time turned into a great discussion that really was peer-to-peer learning.
As promised to the great people who attended the session, I'm posting the slides. One of my goals was to provide a thought process to help incorporate social media into the DNA of a brand.
6 Questions To Help Build Your Brand Value Through Social Media
1. What sets your brand apart from the rest? How is it special and unique to your target marketing?
Our brand is the only ________ that ___________.
2. Especially in the social media world brand values become important in building content direction.
In 3 words what is the essence of your brand? Or if you want to get social .. describe your brand value in 140 characters.
3. People use social media networks, platforms, tools different making identifying your audience critical.
Who do you want to talk with or who is your target audience?
4. Determining what you want to accomplish will guide your decision in what you consider to be success. Which in turn will lead to your metrics.
What are your objectives and goals? How will you know if you succeeded?
5. Determining resource allocation: people, time and money will impact which tools, or tactics, you choose to use Facebook, Twitter, Blogs, Flickr, Video, etc.
What are tactics will you use? How will these tools reinforce brand value?
6. The more you can integrate social media tactics into initiatives (social media or traditional) the more benefits you'll see.
Identify current programs where social media can support the brand and build relationships with customers (and other stakeholders).
Many thanks to the terrific people who made SOCON10 so much fun for me. Here are a few ..
Tracey Christensen - momslikeme/Atlanta, Carlos David Abreu - Spanish Connector, Ann Tran - Purchasing Power, Jim McDonald - Old Dog w/ New Tricks, Tony Harris - CNN, Richard Kirby - Executive Impact, Tyra A. Mitchell - Kennesaw State University.
Enjoy!
