Cute Kittens & Craft Beer: How Social Media Can Enliven Established Brands
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***I gave this presentation at Mixwest, a marketing/tech/design conference, as well as at an IU marketing class. To hear the presentation with audio explanation, contact me (it's on YouTube).*** How did a century-old nonprofit change its course and narrowly avoid financial ruin? How has one of the oldest craft breweries in Indiana refreshed itself to increase its sales and compete with a slew of upstarts? In this presentation, you’ll learn how to align your social media marketing and blogging efforts with business goals and your greater mission. You’ll get an exclusive look into how the once-failing, century-old Humane Society of Indianapolis dramatically improved its image, found homes for record numbers of dogs and cats, and increased revenue. You’ll also see how Bloomington Brewing Co. strengthened its brand by improving its online presence and integrating social media marketing with events and distribution efforts. Entrepreneurs will learn how using social media services (Twitter, Facebook, Instagram, LinkedIn) and review sites (Yelp, Angie’s List) can help their business, and experienced marketing pros will see how organizations composed of employees whose jobs are their passion can change the way they do things for the better.
Transcript of Cute Kittens & Craft Beer: How Social Media Can Enliven Established Brands
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Cute Kittens & Craft Beer:How Social Media Can Enliven Established
Brands
Summary• “Why Should I Care?”
• About The Humane Society of Indianapolis (IndyHumane)
• About Bloomington Brewing Co. (BBC)
• How You Can Enliven Your Brand
• Align
• Be the Three T’s
• Choose--and Use!--Your Tools
• Be Social
• Follow Best Practices
• Transform
“Why Should I Care?”
•Lead the Pack: Brand Strategy and Content Marketing
•Agency experience; NUVO/Indiana Living Green; IndyHumane; Angie’s List
•M.S. Media Arts & Science; B.A. Telecom (Design & Production); Minor in Music
•Cat Fancy Magazine
•Est. 1905
•Indiana’s largest non-profit animal shelter
•Est. 1994
•Brewpub at Lennie’s Restaurant
•Available across Indiana
How You Can Enliven Your Brand
Align
•Align your content marketing efforts (social media, blogging, email newsletters) with your business goals/mission.
•Solid brand strategy is key.
•If you need help, ask for it.
• Align communications with mission
• Increase donations• Increase adoptions
• Distribute throughout Indiana
• Compete with upstarts• Make better beer• Sell more beer• Bottle & can
Be the Three T’s
•Timely
•Transparent
•Thoughtful
Be Timely
•Get breaking news out to your fans ASAP
•IndyHumane cat virus
•Use holidays and anniversaries as content ideas
Be Transparent
•Share as much as you possibly can with your fans: Financials, future plans, bad news.
•Don’t say “no comment” or refuse to respond to questions.
•Think before you respond.
Be Thoughtful
•Learn to practice empathy: If you were the customer/donor, what would you want to see on your screen? How would you feel?
•Three words: “Thank you, Tristan.” (Or, if you’re in the beer biz, two: “Cheers, Tristan.”)
Results•Improved image
•Record adoptions
•Increased revenue
•More stories to tell:
•through own channels
•through major local--and some national--media outlets
Choose--and Use!--Your Tools
•Based on solid brand strategy/goals
•Do not just start using a service because everyone else is...
•... but DO claim ownership quickly.
•Your website is the hub that all other channels radiate from.
•Email; social; earned & paid media.
Be Social. Everywhere.
•Feature social icons in all email newsletters, your email signature, brochures, billboards, ads, and most importantly, on every page of your website.
•Monitor.
•RESPOND!
Follow Best Practices
•Write real good well.
•Be informed.
•Be critical, of yourself and others.
•Write to one person.
•Provide context.
•Be concise.
Transform
Transform
•Be willing to change.
•Invite feedback--from other professionals, your fans, and your team, and your newest employees.
•“We’ve just been doing it that way” is not a good reason.
Summary• “Why Should I Care?”
• About The Humane Society of Indianapolis (IndyHumane)
• About Bloomington Brewing Co. (BBC)
• How You Can Enliven Your Brand
• Align
• Be the Three T’s
• Choose--and Use!--Your Tools
• Be Social
• Follow Best Practices
• Transform
Follow Me(not in a creepy way, please)
•@LeadingWolf
•@TigerSharkMusic
•facebook.com/LeadthePack
•LeadthePack.org
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