DECEMBER 14, 2010

Branding & Social Media

Michele Savoldi - @cbusimPRessions

Facebook Stats

More than 500 million active users

50% of active users log into Facebook in any given day

Average user has over 130 friends

Average users send 8 friend requests per month

Average users spend 55 minutes per day on Facebook

There are over 160 million objects that people interact with (pages, groups and events)

Average user is connected to 60 pages, groups or events

More than 25 billion pieces of content (web links, new stories, blog posts, notes, photo albums, etc. ) shared each month.

More than 100 million active users currently using a mobile device to access Facebook

Twitter Stats

55% female tweeters; 45% male tweeters As of beginning of 2010 there are 75,000,000 users Average of 50 million tweets per day 20% users active 347% jump since last year in people accessing site via

mobile browser (4.7 million)

YouTube Stats

2nd largest search engine after Google U.S. Internet users watched 32.4 billion videos in January

2010 – YouTube accounted for nearly 99%.

The Real Question Is

For savvy marketers, the question has moved beyond,

“Should we be using social media?”

to “How can we optimize our social media

presence?”

91% LIKELY TO BUY ON RECOMMENDATION

Word of Mouth = World of Mouth

=

commercial

Being Prepared

Before specific strategies and profiles or pages are created your business must:

Have brand strength Clear messaging Strong visuals Social media point person Crisis communication plan

Building Brand

Infusing Personality Into Your Brand

Online Brand Presence Builds Relationships Authority Confidence Passion Loyalty

Creating A Brand Prism

Appearance

Personality

ValuesReflection

Relationship

Self-Image

Appearancetable, floral designs, fragrant, flavorful, cuisine,old world charm with modern twist

Personalityfun, unique, welcoming, sophisticated, celebratory, educational, professional

Valuespersonal service, specialty dishes, superb service, family-friendly, kid-friendly, memorable occasions

Reflectiongathering, comfort, stress-free, delicious, quality, memorable

Relationshipguest, intimate, family, friends, partner, student

Self-Imagereputable, full-service, experienced, quality, Italian, event specialists, cooking instructors,provide ease

Brand Prism Example

The Culinary Table Brand Ideas

Pull up a chair

A unique blend of flavors and fragrance solely created for your memorable occasion

A Bellisari’s Company, The Culinary Table is an intimate gathering venue and hands-on cooking classroom built with old world charm and a twist of modern flair. Bellisari’s Catering and Natural Designs

have fused their talents creating unforgettable occasions filled with food, flowers, family and friends.

A Brand Is Born

Broadening Your Brand

Dig Deeper Think Outside The Box Deliver Total Experience Become A Well-Rounded Expert Create Various Connections

It’s Not Just About the Parks

It’s About How You Use the Parks and Who Uses Them

Mastering Messaging

Another form of PR Create clear messaging Be authentic Be consistent

Creating a Message Triangle

A Message Triangle is a planning tool for assuring that you get your message across to your audience.

Message Triangle

Supporting Point #1 Supporting Point #2

Supporting Point #3

In the center of the triangle is the Main Message that you want your audience to understand. Then, the triangle helps you create three points that support your Main

Message

The Make-A-Wish Foundation

We make wishes come true. •We grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. •The Make-A-Wish Foundation is the largest wish-granting charity in the world. •Network of 25,000 volunteers across five continents. •Granted more than 153,000 wishes to children around the world since 1980.

We’re making a big difference here. •The Ohio-Kentucky-Indiana chapter is one of the largest and fastest-growing in the U.S. •There are more children in our area than in any other Make-A-Wish chapter in the U.S.

•Each year, we grant the wishes of more than 750 children, thanks to generous donors and a network of over 900 volunteers.

Share the power of a wish®

With your help, we can do even more. •We’re getting more requests for wishes than

we can grant. •Currently, chapter-wide we have over 700

pending wishes. •That means, for every wish we’re able to

grant, another three children are now on a waiting list.

•Our goal is to grant every wish on time. •You can help by donating cash, goods or

services, sponsoring a child's wish, volunteering, attending a local event,

or corporate giving.•76% of every dollar we raise directly

supports the wishes of these children.

Put Your Brand To Work Online

• Focus Define Who You Are Create Strategy Develop Personality Decide on Target Audience Start with a couple social media

staples then gradually add other social media channels

• Create awareness Promote Brand, Events, Products Human Interest Stories Share Resources Add Links, Photos, Videos Drive Traffic Online Promotions Add social media channels to

website and marketing materials

• Create connections Converse Engage Interact Reply Polls and Surveys Favorite pages Collaborate Cultivate Relationships Steward Relationships Advocacy Army

• Spread message Word of Mouth Marketing Form of Media Customer Service Beta Testers

Begin Defining Brand & Key Messages