START WITH YOUR BRAND POSITION
Your Brand Positioning is… An expression of how your brand fills a need for a particular audience in a way that competitors don’t A guide for the marketing, production and operational decisions of your company
Brand Positioning Statement A clearly defined target audience • Your category you compete in, as your customers define it • Your point of difference, something you can own • middle to upper middle class moms Target To ____________________________________, ____________________ is the Primary Target Audience Company Name discount department store _______________________________________________ that Category/Frame of Reference offers style on a budget ______________________________________________________________. Unique and Defendable Point of Difference
Why is Positioning Important? It helps you make focused decisions in our environment of many choices • It keeps you and your internal teams accountable for consistent brand image • Absent a definition, others will define you •
WHY SOCIAL MEDIA?
Low Cost Responsive Viral Measurable Targeted
There is a cost to social media, you need to promote posts. • Non-promoted content only reaches 1-2% of your fans. • More importantly, it doesn’t reach anyone who doesn’t already know about you! • BUT…it’s cheaper and more efficient than traditional media. •
WHICH PLATFORMS DO I NEED?
Broadest audience Somewhat younger Younger audience • • • (millennials+) audience Visual/design oriented • Most powerful targeting Urban/suburban vs. rural Users are not condition to • • • tools Thought leaders click through EXCEPT in • Strongest click through to Media stories • • websites Organic reach still possible • with stories
Working age audience 30- • Female dominated, Younger audience (Gen Z) • • 64; skews male, college younger audience Better for brick and • educated, employed Focused on inspiration mortar businesses • B2B • vs. sales Thought leadership • Long sales-cycle • Targeting by job category • Can be used for recruiting •
DO Post Content That… • Showcases shared values • Is useful, interesting, funny, pretty • Is integrated • Asks for your fans’ opinions • Uses photo and video (always) • Showcases your biggest fans • Contains a giveaway • Engages influencers
DON’T Post Content That… Is repetitive • Asks people to like/follow you to • reach a specific number Lets feedback go unnoticed • Deletes, fuels or ignores negative • feedback
Customer Service on Social Media Don’t delete negative feedback unless it • is profane, racist or hateful Respond publicly, then take the • conversation offline or in private Respond in a timely manner • Never get heated – think before you click! •
Social Media Advertising
70% of the buyer journey is completed before a customer contacts or engages with potential vendors. If they haven't found you during their "silent phase" of active evaluation, you won't be part of the remaining 30% of their journey when they engage with the finalists.
Targeted Social Media Posts
The first visit to a website is task specific for 95%+ of visitors. Sales and conversions primarily occur on the second, or subsequent visits.
This is not a coincidence. It’s social remarketing.
Key Takeaways and Tools Use social media to inform, engage and delight customers and • fans Commit to producing ongoing compelling visual content • www.canva.com • Remember that Facebook is a customer service platform • Stay engaged, set notifications • Need to promote content to get visibility • Ads Manager •
Questions?
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