Seven tips to enhance your brand on social media.
While building brand is a top social media marketing goal, brands aren't always incorporated into the related social media executions. By contrast, legendary Mad Man Leo Burnett, creator of brand icons such as the Marlboro Man and Tony the Tiger, would have had no trouble integrating brands into social media executions and content because he viewed a brand symbol as "anything that leaves a mental picture of the brand's identity."
7 Tips to Enhance Your Brand on Social Media
To build your brand encompassing the shorthand marketing messages that create emotional bonds with consumers built into your social media marketing, break it into its component parts and consider how to apply each to your social media execution and content.
5 Branding Metrics to Monitor
Assessing your social media marketing's contribution to building your brand can be challenging since branding metrics are often softer qualitative metrics. To this end, incorporate a call-to-action and related promotion code to aid tracking. Here are five high-level metrics to monitor.
What matters most for your brand is "Do your prospects, customers, fans, and the public recognize your brand regardless of where or how it appears on social media platforms?" Remember, a brand must create perceived value for consumers causing it to stand out from other similar products.
What would you add to this list of brand attributes that need to be portrayed on social media? What examples would you use as good and bad?
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
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October 23, 2014
1:00pm ET/10:00am PT