Building a Brand Community through Social Media: Don’t listen to your mother, it’s time to “Talk Back”! #adclubsm
Buffalo Ad Club - Twelve Hours in a City
Dec 14, 2014
Presentation for the Buffalo Ad Club on Social Media - Presented by Clark Dever and Joe DiNardo of http://www.twelvehoursinacity.com
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Building a Brand Community through Social Media:
Don’t listen to your mother, it’s time to “Talk Back”!
#adclubsm
Who are we really?
@ClarkDever
@JoeDiNardo
What is social media?
It’s EVERYONE in this room!
It’s EVERYONE in this room!40% Married – Average Income $61,000Largest Growth – 35-54 year olds
Younger, Entrepreneurial – Average Income $58,00021-25 year old
Careerists– Average Income $89,000
Pat GrantMulti-millionaire Serial Entrepreneur(Hosted us in Miami, FL)
You can’t afford not to!
Clark Dever Photography, LLC100% based off of Relationship MarketingNet Positive out of the gates.
Recent Study of Top 100:Those heavily engaged in Social Media: 18% Growth
Least engaged brands saw (6%) Loss
It works for the small:
And the LARGE:
PassiveSocial Media Channels
• Blogs• Press Release Tweets• Profiles on Site• News aggregators• Email Lists
Active Social Media Channels
• Twitter• Facebook Status• Direct Messaging• Instant Messaging
It’s all about followers, right!?
Note : Strong linear growth in followers for jB and SW;Relatively flat growth of UA followers.
Interaction is key
jetBlue “follows-back” opening a dialogSouthWest and United do not.
Interaction is key
Southwest answers queries using @ jetBlue answers via DM
16.4 Tweets Per Day
Personification of your Brand
Adventure Seeking,Fun Loving,
“Average Joes”!
Does your social media presence reflect your brand?
Does your social media presence reflect your brand?
Your employees personify your company’s culture,
that’s why you hired them!
Building Loyalty by Creating Trust• Consistent use of media
• Blog (1-3 a Week)• Tweet (3-5 a day)• Facebook (3-5 a week)
Timing your Content
• Post around the work day• 7-8am• 11-12am• 4-5pm• 8-9pm
Timing your Content
Be Quick to React!
Monitor your Brand!
Aggregate your feeds through Google Reader(http://reader.google.com)
Set Up Google Alerts(http://www.google.com/alerts)
Search Twitter :
Monitor your Competitors!What are they doing?What are their employees tweeting about?
Give your customers EXACTLYwhat they want!
Every NO is an opportunity to do it better.Every complaint you hear is ten you don’t. Don’t wait for them to come to you,
GO FIND your customers!
Anatomy of our Site
PUMICET.COM
News Breeds News
Make Reporters Jobs Easy!
CALL TO ACTION! SENSE OF URGENCY
Anatomy of our Footer
Made us $10 off of 60k Unique Visitors!
Never looked at the Stats!
Primary Objective: Facebook Fans (1:260)
Made us $105 ($100 from my Uncle Jim!) (1:30,000)
Incredibly Successful, though we never used it!
(1:1,000 )users comment
Secondary Objective: Twitter (1:100)
?Joe [email protected]
Clark Dever716.713.3199
Team Based Tools:http://hootsuite.comhttp://cotweet.com
Mobile Tools:ÜberTwitter (bb)Echofon (iphone)
Analytics:http://twittercounter.comhttp://namechk.comhttp://googleanalytics.comhttp://reader.google.com
Desktop Tool:http://tweetdeck.com
Presentation:http://twitterfall.comDeck Available At:
http://slideshare.com/clarkdever
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