Category: Brand Strategy

Social Media Week 2012 – A Global Platform | Blog au Roux | Mudbug Media, Inc.

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Check out the blog I wrote for Mudbug Media on the Social Media Week 2012!

Here is a snippit from the blog:

Last week was Social Media Week 2012, a weeklong global initiative that focuses on the impact of social media on culture, politics, economics, and social change. This was truly a global celebration, as unique events were held in nine countries: Germany, China, Japan, France, the United Kingdom, Canada, the United States, Singapore, and Brazil.

Social Media Week 2012 leveraged the benefits of the popular social media platforms to create a truly global discussion. The majority of the events were broadcast live through Livestream, and promoted hashtags (such as #SMWNY) that viewers were able to use to tweet questions to the presenters, which were answered live. A particularly innovative feature was a real time infographic that displayed trending topics, hashtags, and handles by city.

Knowing that social media is now a crucial part of brand strategy, members of our media, analytics, and strategy team made it a priority to learn as much as possible from the talented social media week presenters. The following are a few of the great events that our team watched.

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How the 10 Most-Followed Brands are Leveraging Pinterest

Photo SearchPinterest is definitely catching the interest of big and influential companies, mostly fashion and media based companies. Including, one of may favorite websites, Mashable!

Magazine companies have seen the advantages of the new image based social media, including Real Simple and Better Homes & Gardens. Both of these magazines benefit from Pinterest because decorating tips are best translated through images. Kate Spade New York is leading the way for fashion brands on Pinterest, with almost 17,000 followers. Instead of waiting to see the newest ad in a magazine, customers can go on Pinterest and peruse all the newest looks.

One company that interests me greatly, it is not a media or fashion company, it is Whole Foods. While it may seem odd that a speciality grocery store has almost 15,000 followers on an image based social media platform, but it makes sense. They have figured out exactly how to portray their brand and company values through images with pictures of gardening, recipes, and food specials.
Via mashable.com

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Image: Danilo Rizzuti / FreeDigitalPhotos.net

Maintaining Brand Consistency

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Some of the first things that come to mind when thinking about brand strategy are logo design, tagline, company goals and values, messaging voice, sales platforms (physical location and/or website), and company culture.

While the above-mentioned form the basis of brand strategy, many smaller items can significantly affect the success of your brand strategy. ConsistFont Typesency is the most crucial factor when implementing your company’s brand strategy. When it comes to all creative materials, whether a commercial, print ad, in-store sign, website(s), or business cards, all should be direct extensions of the brand. This includes font type, colors, and voice.

The styling of creative pieces may change per campaign to reflect a particular message, but brand colors and voice should remain consistent. This will create an automatic connection for the customer between the creative piece and the brand. In addition, this reflects a positive and professional feel upon the company. When none of the creative pieces match, or there is inconsistency in voice across campaigns, this often portrays a lack of structure and professionalism on the brand.

Consistent font types are especially important in website design. Using different font types across a website, such as one font type on the ‘About Us’ page and an entirely different font type on the Homepage, can be confusing and difficult to read when site visitors navigate through the site. This can often also give the site an amateur look.

The best way to maintain consistency is to develop a global style sheet that can be applied across your entire site. A global style sheet will control the font types, sizes, and positioning, as well as the styles for images and tables. Using a global style sheet will ensure a universal layout and professional design for your website.

Image: Vlado / FreeDigitalPhotos.net

How to Harness the Power of Hashtags

Twitter is a unique platform, in which you are only able to have a conversation with the world using 140 characters. So how do you make your tweets stand out from the rest, and be found by engaged followers? One word…#HASHTAGS.

Hashtags are one of the most powerful tools you can use to increase the visibility of your tweets. Twitter is a real time feed that changes every second, so it is crucial to create tweets that stand out not only in the feed but in searches, as well. Hashtags can help to increase the number of followers, and in turn increase traffic to your website.

So here are some basic rules for using hashtags:

  • Do not use more than three hashtags in one post, more than that and you start to fall into the category of a hashtag spammer.
  • If you have two words you want to use for hashtags, you should combine them to create one hashtag (example: #Summer #vacation becomes #SummerVacation)
  • Only use hashtags that are relevant to your post, do not add the top trending hash tag to your tweet just to gain followers. (Example: You are tweeting about puppies, but the top trending hashtag is #worldseries, do not add World Series to your tweet.)

Creating a Campaign Around a Hashtag
So, using hashtags seem pretty simply, right? Well…yes and no. While they can be a tremendously powerful tool to increase followers and website traffic, preparation for creating a campaign around a hashtag is a requireHow to Use Hashtags on Twitterment, in order to advert disaster. The main reason a brand would use a hashtag is to try to start a conversation with the online community and build brand awareness. Powerful but generic hashtags tend to be more successful for brands because there is less chance that it could turn into negative publicity or a hashtag hijacking. It is not recommended that the company name is included in the hashtag.

Coming up with the best hashtag for your company can sometimes be a challenge. I know I just said that a hashtag should be powerful, yet generic, but it is also essential that it is not too generic. You do not want a hashtag to be so generic that it could be hijacked and used by another company, or for the meaning to be able to be change entirely. As with all social media campaigns, it is vital to have a crisis management plan in place. It should include details on how you plan to respond if your hashtag campaign is hijacked, or if it spins off in a negative way.

When beginning a campaign around a hashtag it is important to be ready for constant monitoring of how the hashtag travels and evolves in the “Twitter World”. Setting up a buzz feed to show all mentions of your hashtag could do the monitoring.

Hashtags can be very powerful tool and should definitely be used. But, please don’t just throw them into every tweet. Hashtags should be relevant to your brand, post topic, and your campaign.

Image: Master isolated images / FreeDigitalPhotos.net

Human Talent or Party Animal?

Risk Employees and Social Media

Human Talent or Party Animal? When an Employee’s Social Media Content Becomes a Legal Liability

Yesterday, during the “Oops! Social Media Mistakes and Learnings” Social Media Week event, the panel discussed why it was important to have an internal policy in place for what your employees are allowed to post on their social media pages.  This is a great article breaks down the best items to include in the policy and how to motivate your employees to follow the policy.

To find out more about what the “Oops! Social Media Mistakes and Learnings” panel discussed check out my blog on Social Media Week Miami.
Check out this article Via thecustomercollective.com

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Image: jscreationzs / FreeDigitalPhotos.net

Social Media Week 2012 – Miami

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Marketing Personal Branding

Today, social media week Miami hit it out of the park with some amazing speakers. I was able to catch two great discussions that were broadcasted live on LiveStream.

Oops! Social Media Mistakes and Learnings

The first discussion was “Oops! Social Media Mistakes and Learnings” which focused a lot on social media policies in relation to employee management. The discussion focused around a key point that I can not stress more; the importance of having a company social media policy in place BEFORE you begin using social media. While it is always nice to think that there will not aggressive, rude, or “sensitive” posts or tweets about your company, you need to be prepared for the “what if” situations.

For example, what if an employee tweets a negative and inappropriate comment about the company to their public Twitter profile? Having a standard or policy in place on what employees are allowed and are not allowed to say online, (in regards to the company) will make incidents such as that much easier to handle.

Not only should your policy include internal standards of maintaining your brand image in social media, but it should also include standards on how to respond to “sensitive” posts about your company by non-employees.

The key to monitoring your brand online is being honest, transparent, and quick to respond. Above all, do not ignore or delete negative comments. You do not have to address all negative comments in a public forum, comments are often addressed offline through Twitter direct messages or Facebook messages.

A great FREE tool that you can use to monitor your brand online is SocialMention.  In real time, SocialMention aggregates all the user generated content that mentions your brand into one information stream. It pulls content from Twitter, Facebook, Blogs, YouTube, Digg, Google etc.

Other key takeaways from the “Oops! Social Media Mistakes and Learnings” event were:

  • Try to keep all posts/tweets as organic as possible
  • Create a conversation calendar
  • Every engagement with a follower can be an opportunity
  • When creating a social media policy for employees, balance maintaining company values and not scaring employees off from using social media
  • Recommend to employees that they avoid talking about the company, but encourage talking about the industry

Personal Branding Through Social Media

The other event that I watched, was “Personal Branding Through Social Media”. During the event a tremendous panel discussed how to harness the power of social media to build your personal brand.

The panel included the following social media experts: Gabrielle Bozza from Made You Famous, Gerard Bush the Chief Creative Director of the BRPR Group, David Sugarman from Sugar Time Sports Management, Susset Cabrera the president of Peacock Public Relations, and Anne Owen the publisher of Miami magazine.

The panel discussion focused around creating a new persona; a digital reflection of who you are as a person and as a brand. When creating your personal brand you have to be prepared to defend yourself, your posts, and your tweets.

Some of my favorite takeaways from the “Personal Branding Through Social Media” discussion were:

  • Put your personality out there, otherwise people will get bored
  • You must be prepared to defend yourself
  • Be consistent but don’t be overly careful
  • Social Media – touch the world in 15 minutes

Also, if you want to watch either of these discussions you can find the videos for both the “Oops! Social Media Mistakes and Learnings” and the “Personal Branding Through Social Media” events on LiveStream. You can also watch all of the events live here: Social Media Week On LiveStream. If you do watch any of the events live, I highly recommended following the corresponding hashtag on Twitter as well. There are some great Twitter conversations, thought, insights that happen throughout the events. For example, today while watch these events I followed #smwmiami , it made the broadcast even more exciting and got great insights from the other viewers who were tweeting. To see all the Social Media Week 2012 events check out their website here.

Image: David Castillo Dominici / FreeDigitalPhotos.net

Pinterest, the Newest Game Changer

Pinterest is truly the newest game changer. Since they launched (10 months ago) more than 13 MILLION users have registered. So why is Pinterest a game changer? Here, are a few reasons why they are not a forced to be messed with:

In the U.S., the majority of users are female, but in the U.K., they’re male. Like I discussed in a previous post, International Social Media Trends, platform use can vary greatly by  country. While you may be using the same platform to reach customers all around the world, your audience may be very different in France than it is in China or the U.S.

Though Pinterest has not rolled out official brand pages, there are over 100 brands that are leveraging the new platform to reach customers. A feature that makes Pinterest a great marketing tool for companies is that it allows the ability to control who can pin to your boards.   For example, as a company you may not want followers to be able to pin to each and every one of your boards, so Pinterest gives you the option to can create some boards in which pinning is restricted to the admin, others that allow multiple users to pin, and community boards in which anyone can pin.

So why should your company join Pinterest? Because Pinterest is driving more web traffic to other sites (such as your company’s website) than Google+, LinkedIn, and YouTube COMBINED! Just because Pinterest is the new “fad” doesn’t mean you should disregard its power. If you haven’t tried it out yet, I recommend it (though be prepared, it can be quite addicting).

Via blogs.constantcontact.com

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Social Media Marketing By the Numbers

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You can not argue with the cold hard numbers on the power of social media marketing (well you could, but it would be a losing battle). This infographic from Mashable shows the power of social media marketing in regards to Facebook, Twitter, YouTube, and location based services (such as FourSquare) strictly through numbers.

So what can a strong social media campaign do for your brand? Well for Old Spice, one month after they launched their “The Man Your Man Could Smell Like” social media campaign they saw HUGE jumps in their followers/fans:

  • 60% increase in Facebook Fans (approx. 650,000 new fans)
  • 2700% increase in Twitter followers
  • Doubled YouTube subscribers

I would definitely classify the Old Spice campaign as more than successful!

In addition, this infographic breaks down the success of the Katy Perry Purr, EA Games Bulletstorm, Free the Children, Nie Widen Bohren, and Under Armour social media campaigns. How can you deny the power of social media when there are over 4 billion “things” shared on Facebook each day and almost 400 million Foursquare check ins during 2010 alone.
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How a Subject Line Can Make or Break Your Email Marketing Campaign

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Next time you pen an email subject line think twice about the words you’re using.   Click the link below to see a great infographic showing the best times to send emails, when people read emails most (6 a.m. surprisingly!), and what words to use in the subject line. Using this info you can increase the number of responses and create a successful email marketing campaign. Make your email stand out from the hundreds which flood our mailboxes everyday.

Each day we spend about 2.5 hours emailing, both reading and writing emails. We also are quick to delete emails, selecting ‘delete’ for more than half of the emails we receive. Our emails typically fall into the following categories:

  • 1/2 of emails are quickly deleted
  • 1/4 of emails are archived to reference later
  • 1/4 of emails we open, read, and respond (or follow the request)

It’s all about the subject line when it comes to emails, using the right keywords can increase your opening rate drastically:

  • Instead of “speaker” use “conference”
  • Instead of “join” use “apply”

Via mashable.com