Using Social Media to Build a Positive Brand

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Presented by Genia Stevens, MBA

www.GeniaStevens.comTwitter: @GeniaStevens

Office: 608.466.7612Mobile: 608.466.5230gks@geniastevens.com

Presented to: Wisconsin LGBT Chamber of Commerce

Key Takeaways:•Using social media to connect and engage with your customers

•Turning your customers into your brand advocates

•Using social media to nurture the relationship between your brand and your advocates

Before You Begin:•Specify goal or business objective- Introduce a new company- Revive a brand- Repair a damaged brand

•Investigate the social space around your brand- Conversations currently happening on your

social networks- Conversations happening about your brand

elsewhere

•Investigate the social space around your competitors- Conversations currently happening on your

social networks- Conversations happening about your brand

elsewhere

Connect:

• Ask current customers to find you on Facebook, Twitter, LinkedIn, Pinterest, etc.

•Use your email newsletter to grow your social communities

•Cross promote your social networks in your print marketing material, on your web site, any TV/radio ads, any billboard advertising

•Create contests designed to grow your social communities

Engage:•Post updates that get your community engaged with your brand Example: (1) a pet groomer would post updates that asks pet owners if they have questions about pet grooming issues.

•Post updates that help you build a relationship with your social communities Example: a mortgage company would provide free and informative tips about how to rebuild your credit so you can get into that home you always wanted or, a local bar would post updates that share community events other than those happening at a bar

•Respond to your community members - don’t leave them hanging: always answer customer service related questions

Engage:•Remember those headlines! When you write blog posts or article titles, if you plan to share them on your social networks, catchy titles work best.

• Be Visual. Use visually appealing content as often as possible in your social media content. Videos and images are the top performing social media content.

•Run Contests. Running simple contests is a great way to encourage engagement on your social networks. CAUTION: Facebook is now penalizing pages that use the words “share” or “like” in a post that also uses the word “contest” or “giveaway.” You will have to pay to promote that post.

What is engaging content?

Analyze your Facebook insights, this will tell you: • Your community’s demographics• The most popular time your community is online• The content that gets your community the most engagedOnce you have a better understanding of your community’s social habits, you can then determine the type of content(subject matter and style) that resonates best with YOUR social community.

Engaged community members trust your brand.

Engaged community members become your viral marketers.

Engaged community members who are excited about your brand become word-of-mouth marketers.

Engaged community members check-in at your venue more often using Swarm and Facebook Places.

Engaged community members become your brand advocates.

What’s the Importance of Engaged Community Members?

Brand advocates talk often, not just once, about your brand.

Brand advocates go out of their way to promote your product/service.

Brand advocates help you increase your brand awareness.

Word of mouth marketing helps fuel your brand’s growth.

Why are Brand Advocates Important?

Nurture Your Relationship:•Once you’ve gained your community’s loyalty and trust, don’t abandon them.

•Don’t abuse the trust and respect you’ve earned.

•Use your social community as part of your customer service department. •Strive for consistent and high customer service – all the time.

•Always respond to criticism (remain calm and professional).

•Have fun!

Office: 608.466.7612Mobile: 608.466.5230

gks@geniastevens.comwww.GeniaStevens.comTwitter: @GeniaStevens

It’s time for questions!