background preloader

SOME BRANDING MANUAL

Facebook Twitter

Social Media and Content Marketing | Mint Social Blog. As a marketer I get really excited when I hear that something is going to help me get my customers better results from their digital marketing campaigns. Today Google announced some really cool enhancements to the Google Adwords platform. In case you missed it, here is a recording of the live stream from Google this morning (note:scroll forward to 1:04ish–they pre-recorded a long time) The major enancements are: Enhanced Estimated Total ConversionsBulks Actions & Edits for Campaigns: Update an entire campaign at once vs having to download data into CSV, manipulate and re-upload. This means faster deployment of better ideas and higher converting ads, keywords and campaigns.Enterprise Class Automated Bidding SolutionsGives adwords users abilities once available only in 3rd party tools.

Google ended the talk by saying that its not about devices, it’s about people. Google says so. Fast Company. Plan to Respond: Using Social Media in a Crisis, pt. 3. In part one of this series, we covered the importance of establishing a monitoring system for digital media (Listen), and why that is the critical precursor to any crisis strategy. In part two, we examined the idea of building an engagement strategy for social media that develops an invested community of brand ambassadors who will advocate for you in a crisis (Engage).

The third part of the series is the meat and potatoes of the matter: the plan and its components (Respond). Your plan is your response mechanism. Without one, you may stumble. Research indicates that organizations that plan and practice are more successful in navigating a crisis. According to the 2011 Crisis Preparedness Study by Burson-Marstellar, companies with a plan recover faster and lose less money in a crisis than those who don't.

An effective crisis management plan has three pieces: operations, communications, and recovery. Five Essential Plan Elements - Respond Emergency Communications Channels: Electronic signage. The Year of Responsive Design. Using Social Media in Crisis: A Study From Penn State - cksyme.org. 5 Ways to Increase Your Facebook Fan Engagement. Want to increase your Facebook fan engagement ? Keep reading for some simple techniques to get your fans more involved. Even if you’re active on your Facebook page’s wall by posting regular status updates, interacting with fans and answering questions, you’re still missing out if you aren’t using calls to action. , and it can be as basic as a simple status update. Your fans will enjoy interacting with your Facebook page and your page will benefit the most with increased visibility, traffic and marketing opportunities.

Many Facebook page admins aren’t quite sure how to foster an active fanbase, so here are . #1: Post Fan-Centered Status Updates You want to get your business in front of your fans . EdgeRank is the algorithm Facebook uses to determine the importance of a status update. To get more comments, to ask for your fans’ opinions, stories and even advice. Lonely Planet's fan-centered status update asked fans for their input. . #2: Start Conversation With Relevant Content #4: Sign Up Now! Another #Hashtag Gone Bad - cksyme.org. Give Your Brand a Personality on Social Media. We’ve often hear of brand voice.

Melinda Flores from Interbrand indicates that your brand voice: best delivers the messages you’re trying to send and shapes the perception of your brand not only through what you say but how you say it. Social media requires you to not just focus on what you say and how you say it, but you need to establish a brand personality. Radio, print, television, billboards allow you to establish your brand’s voice through placement, visuals, words and more. It ends there. With social media, the communication is reciprocal – meaning you talk with your customer, not to them. We’re creatures that crave personal connections. I’m not suggesting that we stop using logos on social media and replace them with faces, but there are ways to encourage that sense of belonging and personal connection by giving your brand a personality.

Include Individuals in the Branding TD Canada Trust does a great job with this. The above Facebook update is from a local radio station. Creating a Social Media Persona to Maintain Brand Consistency. Having many people involved with social media for your company can be really beneficial in terms of spreading the work load, as well as being more responsive to customers. However, with multiple people, it may also be difficult to maintain a consistent branding with different voices and styles. Besides having brand guidelines, creating a social media persona can make it easier for those involved to understand how the company brand should sound and act online. Understanding Your Social Media Persona Marketers are familiar with creating a brand persona since it’s often done while creating strategies and advertising campaigns. A brand persona is the set of guidelines for how your brand should sound and act. Voice of Social Media Persona It may help to think of the brand persona in terms of an actual person, complete with a story or biography.

Using a Social Media Persona When you go to implement a social media persona, it may be helpful to think of acting. The Book | Content Strategy for the Web. Your content is a mess: the website redesigns didn't help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you're not sure where to start. No matter who you are or what you do, content problems can be overwhelming. How can you possibly step back and see the bigger picture when you're constantly in reaction mode? Is it really possible to transform your content into a valuable business asset? The answer is a resounding "yes! " For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook.

Understand content strategy and its business value Discover the processes and people behind a successful content strategy Make smarter, achievable decisions about what content to create and how Create a long-term plan to keep your content compelling, updated, and relevant to your key audience Build a solid, successful business case for content strategy. The Social Media Style Guide: 8 Steps to Creating a Brand Persona. InShare26 What follows is an edited excerpt from Engage! Anyone who has ever worked in corporate marketing, advertising, and branding is more than familiar with a brand style guide. It’s how we ensured that the brand was represented as intended through marketing aesthetics and messaging – including detailed usage instructions on font, style, color, language, placement, positioning, etc. It is our bible and adherence to its tenets and instructions is strictly enforced. However, with the unstructured proliferation of social media within many organizations, the brand style guide is seemingly disregarded or not considered in favor of expediting the creation of profiles in social networks and the participatory engagement that immediately ensues.

Everything the brand was intended to represent is no less important simply because new tools and services make it easier for anyone within the company to reach and connect with markets. The goal of a social media style guide is to establish: 1. 2. 3. 4. Creating a Social Media Style Guide. For social media, a style guide is invaluable Style guides are essential partners in the creation of effective content. They help ensure consistency of tone, voice, brand, spelling and grammar, giving our content credibility and value. Rick provided a great breakdown of the elements of editorial style for the web last August. But what about social media? Since we can’t erect an editorial process around every individual tweet, status, comment or response, it is critical to have a style guide shaping our social media communication—particularly when that work is typically distributed across campus.

And of course, while social media has unique considerations, both your web and social media style guides should be in alignment with each other and your organizational goals. We’ve all (hopefully) arrived at the understanding that a successful social media engagement is underpinned by a well-thought out strategy. The Foundation of Social Style Establishing Your Voice and Tone Want more guidance? The Social Media Advocacy Model [Infographic] In theory, as social media becomes more common place, organizational audience engagement objectives, strategies and tactics should evolve past acquisition towards advocacy. I’m sure some consumer brands are heading in this direction but, in my experience, many companies and agencies still seem to be focused on driving audience awareness and using “likes” and “follows” as success metrics.

To spark some discussion on the topic I thought it might be helpful to present an encapsulated view of advocacy. This infographic aims to present advocacy at a glance, explaining where it sits on the audience relationship spectrum while visualizing the steps organizations can follow to move connections towards becoming advocates. Here are a few notes on the process: Listen – The first step involved in moving passive social media connections towards some level of engagement is to understand their information needs.

What type of content do they want to consume? Examples » Brand Identity Standards. The following are examples of branding options for Boston University entities: Schools and Colleges Offices Centers & Institutes Services. BadvocacyBook_FINAL. 10 Ways to 'Humanize' Brands on Social Media.