Guest Lecture at Auburn U: Using Social Media to Build Your Brand
Using Social Media To Build Your Brand
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Transcript of Using Social Media To Build Your Brand
Using Social Media To Build Your Brand
@JessMarati@Gadling@LATimesEvents #TravelShow
Be aware• Social media is a constantly changing landscape• Stay on top of industry blogs like Mashable and
TechCrunch for the latest news and trends, particularly around new platforms
• Be an early adopter - you don’t need to develop a strategy around new platforms right away but at least reserve your screen name
• One new trend to keep an eye on: short blast video sharing services like Vine and Tout
@JessMarati @Gadling @LATimesEvents #TravelShow
Be visual• Social media is getting more visual• Images resonate better in a crowded space• Easy to engage with them – like or share
@JessMarati @Gadling @LATimesEvents #TravelShow
Be yourself• Decide what your brand’s “voice” is, and flesh it
out• Make sure your voice is consistent across content
channels – can cut down on workload• But also, don’t be afraid to be human – use slang,
make jokes, be sarcastic• Don’t just promote, have a conversation
@JessMarati @Gadling @LATimesEvents #TravelShow
But be careful
@JessMarati @Gadling @LATimesEvents #TravelShow
On to the platforms.
@JessMarati @Gadling @LATimesEvents #TravelShow
@JessMarati @Gadling @LATimesEvents #TravelShow
On to the platforms.
• Impermanent medium• Crowded space: 500 million Tweets/day*• At the beginning, Tweet manually• Reassess, readjust, and do what works for you
CNET, Report: Twitter Meets Half Million Tweets Per Day, http://news.cnet.com/8301-1023_3-57541566-93/report-twitter-hits-half-a-billion-tweets-a-day/
@JessMarati @Gadling @LATimesEvents #TravelShow
Would you click on it?• Tweets that include links are retweeted 86% more
than tweets with no links*• Push out content that is inherently clickable and
RT-able• Stay focused on what’s relevant to your audience• Posts that do well: provocative, extreme, top 10
lists• Pay attention to trending hashtags and dig into
your archives for relevant content
Strategies for Effective Tweeting: A Statistical Review, http://marketingcloud.buddymedia.com/whitepaper-form_strategies-for-effective-tweeting
@JessMarati @Gadling @LATimesEvents #TravelShow
@JessMarati @Gadling @LATimesEvents #TravelShow
• Frequent changes – stay on top of news• September Edgerank change caused post reach to
plummet• Estimated that most Facebook page posts only
reach 3-7.5% of their fans**• Consider promoted posts
* Edgerank Checker: http://edgerankchecker.com/blog/2012/10/facebook-decreases-pages-reach/**Page Lever, http://pagelever.com/fan-pages-impressions-pageviews-benchmark-methodology
@JessMarati @Gadling @LATimesEvents #TravelShow
Start conversations• Use calls to action to drive engagement:
questions, surveys, fill-in-the-blank prompts• Just ask:
–When fans are asked to like a post, there is a 3X higher like rate than when not asked to like.
–When fans are specifically asked to comment on a post, there is a 3.3X higher comment rate than when they are not asked to comment
–When fans are asked to share a post, the share rate is 7X higher than those posts not asking fans to share.*
Strategies for Effective Facebook Posts, http://www.buddymedia.com/newsroom/2012/09/salesforce-buddy-media-facebook-timeline-best-practices-wall-posts/
@JessMarati @Gadling @LATimesEvents #TravelShow
Up-and-coming.
@JessMarati @Gadling @LATimesEvents #TravelShow
@JessMarati @Gadling @LATimesEvents #TravelShow
• fgfg
• 44% of Tumblr users are between 18 and 34*• Optimize your feed for visual or short-form content• We are heavy on photos and video, with a quote or
link thrown in along the way• Reblog to build community• Use tags
Quantcast, http://www.quantcast.com/tumblr.com
@JessMarati @Gadling @LATimesEvents #TravelShow
#TagSmartly
• Most popular travel-related tags on Tumblr:• Landscape• Architecture• Sailing
• Editors highlight curated tags on Tumblr’s “Explore” page, which could lead to exposure
@JessMarati @Gadling @LATimesEvents #TravelShow
@JessMarati @Gadling @LATimesEvents #TravelShow
• Huge driver of referral traffic: 4th largest in the world behind Google organic, Google direct, and Facebook*
• Make your own content super visual so that you can pin back to your site
TechCrunch, http://techcrunch.com/2012/09/06/report-pinterest-beats-yahoo-organic-traffic-making-it-4th-largest-traffic-driver-worldwide
@JessMarati @Gadling @LATimesEvents #TravelShow
Pin relevantly• About 80% of Pinterest users are women*• Top two pin categories:
–Food & Drink–DIY & Crafts
• Pinteresters love: drool-worthy food and drink, home décor, wedding ideas, inspirational quotes
Buzz Referrals, http://static.buzzreferrals.com/Content/Images/R1/infographicFINAL.png
@JessMarati @Gadling @LATimesEvents #TravelShow
@JessMarati @Gadling @LATimesEvents #TravelShow
• Largest photo sharing app: 90 million active users, 40 million photos a day, 8,500 comments per second*
• About 40% of the world’s top brands are on there
Wall Street Journal, Now We Know How Many Active Users Instagram Really Has, http://blogs.wsj.com/digits/2013/01/17/now-we-know-how-many-active-users-instagram-really-has/
@JessMarati @Gadling @LATimesEvents #TravelShow
Lo-fi, lo-fi• fgfg
“Everyone look at my feet, get jealous that I’m at the beach. You prob’ly knew I was going there. You saw my plane’s wing in the air.”
“Everytime I take a photo of an old door, every sign out in front of an abandoned store, it’s such a thrill to add a filter, lo-fi, lo-fi.”
Reevaluate, refine, repeat• Metrics are key• Enterprise solutions: SimplyMeasured, Salesforce
Marketing Cloud• Budget solutions: Hootsuite Pro, Sprout Social
@JessMarati @Gadling @LATimesEvents #TravelShow
Proceed cautiously.
@JessMarati @Gadling @LATimesEvents #TravelShow
Thank youand see you out there.http://twitter.com/gadlinghttp://facebook.com/gadlinghttp://gadling.tumblr.comhttp://pinterest.com/gadlinghttp://instagram.com/gadlingtravel
@JessMarati @Gadling @LATimesEvents #TravelShow