enhancing your online brand through social media
DESCRIPTION
From Miles Technologies' Marketing Division, this presentation gives an overview of how companies can enhance their online brand through social media from an Online Marketing Specialist.TRANSCRIPT
Enhancing Your Online Brand Through Social Media
Presented by Miles Technologies
August 24, 2011
What Defines Your Brand?
• Logo• Color Schemes• Slogan• Core Business Values• Key Messages/Concepts
– Anything that distinguishes your business from the rest!
Your Brand – Online vs. Offline
Offline, your brand is:
– Static– Easier to control– Less adaptable
Online, your brand is:
– Dynamic– Less Predictable– More adaptable
Why does your online brand matter?
• 92% of consumers have more confidence in information they find online than they do in information they receive from sales clerks or other sources. (Wall Street Journal, Jan 2009)
• 97% of consumers use the Internet to research products or services in their local area (Kelsey Group, March 2010)
• 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer (Google & Ipsos OTX, April 2011)
– Whether you are doing business online or offline, potential customers are searching for your business to gather relevant information before they make a purchase.
Your Online Brand: 3 Considerations
1. Consistency Do you have a consistent look and feel?
2. VisibilityWhat percentage of the SERP’s do you own for branded
searches?
3. SentimentWhat are consumers saying about your brand?
Brand Consistency
• Potential customers searching for you online are seeking information about what your business offers, what they can expect from you, etc.
• A consistent brand makes sure that you are answering these questions the same way on every online platform you use.
• This includes both written messages and visual cues (graphics/logos/color schemes).
Brand Consistency (continued)
Brand Consistency (continued)
Brand Consistency (continued)
Brand Consistency (continued)
Brand Consistency (continued)
Considerations for Getting Started
– Start Small: Simple graphical customizations to your Facebook profile photo or Twitter background can go a long way.
– Plan Your Message: Different social media platforms have different character limitations. Craft your primary message so that it can be broken down into smaller snippets (150 words, 50 words, 25 words).
Brand Visibility
How easy is it to find your brand online?
Take the time now
to do a test search
on Google for your
company name.
What do you see?
Brand Visibility (continued)
Brand Visibility (continued)
Improving Your Brand Visibility
• Social Media– LinkedIn, Twitter, Facebook, YouTube, Etc.
• Content Distribution– Press Releases, Articles, Blogs
• Directory Listings– Manta, MerchantCircle.com, Google Business Listings
• Multimedia– Photos, Videos
Custom Social Media URL’s
• Twitter– http://twitter.com/milestech
• Facebook– http://www.facebook.com/MilesTechnologies
• LinkedIn– http://www.linkedin.com/company/miles-technologies
Custom URL’s
• Twitter URL: – Defined by your username (some character limitations)
• Facebook URL: – Once your page has 25 fans, you can set your username.
• Go to facebook.com/username as the person who created the fan page. Then, click “set a username for your pages” and you’ll be free to set your name.
– Important Note: Once you set a username for a page, you cannot change it!
Custom URL’s (continued)
• LinkedIn Public Profile
Custom URL’s (continued)
• Click “Edit Profile” to customize your URL:
Custom URL’s (continued)
Brand Sentiment
• What are users saying about your brand on social media sites?
Brand Sentiment (continued)
Brand Sentiment (continued)
Brand Sentiment
• What does this mean for your online brand?
To protect your brand, you must implement a plan to monitor and respond to consumers via social media platforms.
Brand Sentiment (continued)
• Monitoring Your Online Brand– Facebook
• If you are the owner/admin of a page, you are eligible to receive an email from Facebook every time a user posts or comments on your wall.
– Twitter• Twitter will alert you via email when one of your
followers mentions you on the site.
Brand Sentiment (continued)An additional tool for monitoring your online brand:
Google Alerts
Google Alerts are email updates that alert you when a specific phrase is indexed by Google.
Brand Sentiment (continued)
To set up Google alerts, go to http://www.google.com/alerts
Brand Sentiment (continued)
Brand Sentiment (continued)
Brand Sentiment (continued)
Brand Sentiment (continued)
Brand Sentiment (continued)
Brand Sentiment (continued)
Brand Sentiment (continued)
Brand Sentiment (continued)
• Responding to consumers via social media platforms.
– Considerations:• Creating a plan before an incident arises is the best way to
ensure proper response (to both positive and negative feedback).
– Who will respond?– What types of responses are appropriate?– What is the goal for timely response to brand sentiment
issues?
Thank you for joining us!
• Questions about today’s presentation?• Need help implementing these & other tools?• Interested in a free SEO Evaluation?
Contact Us!www.MilesTechnologies.com
800-496-8001
Courtney Gager: Lead Online Marketing & PR [email protected]