Humanizing A Brand’s Social Presence

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Social Media is most successful when users are listening to your message and providing feedback. Adding a human element to the brand makes it more approachable and separates social efforts from those of traditional static media.

Consumers want to see a brand that is• Approachable• Humorous• Humble• Responsive

Put a Face on the Brand

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Images of real people help consumers associate with your brand. The overall brand would benefit from having more pictures of actual employees, events, etc. woven into the timeline and any destination links.

Best Practices:• Use actual employees• Behind-the-scenes photos• Especially important with Timeline for brand pages

Put a Face on the Brand

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Users gravitate to social because it gives them direct access to stars, athletes and news sources. Social consumers seek out brands on Facebook, Twitter, and other networks to get the immediate, direct connection that is often not found on websites and over the phones. A brand must remain engaged to show visitors that they are, indeed, THE unfiltered source for brand news.

Best Practices:• Break brand/industry news through social• Social messaging supplements other media• Conversations, not just statements • Sign posts/comments with initials, first names, or affinity handles*

*See slide 5

Real People, Real Talk

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Increase the effectiveness of traditional media through social:Real People, Real Talk

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Individual PersonasOur Character• Real• Authentic• Personable• Social• Approachable• Caring• Sincere• Analytical

Where you’ll find us• Wherever our customers are in social media

The Team

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Marketing has its place in social media, but it must be woven into an overall conversation that is relatable and engaging. Where it’s hard for consumers to completely tune out traditional media like billboards, radio ads and TV commercials, they can completely ignore social media efforts.

Best Practices:• Speak to topical news• Insert the brand into conversations

on pop culture• Establish relationships, identify

affinities, deliver brand message in context• Google+ makes this extremely easy

Speak The Language

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There is an existing group of Facebook fans and Twitter followers ready to represent your brand. Activating this group improves share of voice, sentiment, and gives the brand an added human element.

Best Practices: • Use Sponsored Stories to

promote Facebook endeavors • Encourage sharing and engagement • Call out fans and reward them• Proactive engagement

with influencers

Utilize Current Fanbase

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Social consumers are looking for a direct channel to brands and a human voice, but if that voice isn’t saying anything of value, the consumers will not stick around very long. Best Practices:• Originate as much content

as possible• Listen to fans’ questions and

comments to drive content• Talk about what you know

to become a community leader• Be honest

(when legally possible)

Have Something to Say

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Humanizing the brand establishes the connection that social users seek. A “Humanized” brand is:• Relatable: consumers get what you are saying

- increase engagement- improve sentiment- make your message resonate

• Forgivable: customers are more likely to overlook errors- reduce complaints- activate customers as brand advocates

• Conversational: people have conversations, not brands- solicit more accurate data/feedback- relay brand/industry messaging- target key demographics

Why This Is Important

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• Create/Source images, preferably of actual employees• Work with PR to release some brand news first on Facebook• Coordinate social messaging with overall brand media plan• Introduce real people as voice behind brand on social• Identify target audiences BEFORE messaging• Explore use of Sponsored Stories with next FB ad buy• Seek out influencers and connect them as social ambassadors• Social rewards for best Fans (small, but powerful)• Highlight brand as source for knowledge on industry topics• Create original content

Action Items