quiz 3 Flashcards
developing a social persona for a brand
“people have short attention spans until they want something”
what is a brand (video)
- The difference between running shoes and nike
- What they feel about you, the service you are providing
- Good brands stand for something – one thing
- Brand ambassadors reflect what the brand stands for
- To grow brand: be different, be vigilant, be relevant
- Customers own the brand so they must be respected
brand
Brand: what people think of when they see or hear your name
- Combination of factual (e.g. items from Tiffany in blue box) and emotional (e.g. they’re romantic/beautiful)
- A brand’s perception is what is in someone’s mind, and is a promise to its audience. It’s the experience
- Tiffany collaboration with Beyonce and Jay Z allowed for the brand to find success – paid, earned, and owned media working together
value proposition
the unique benefit that a brand, product, or service brings to the market/customers
what is branding
Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products
- Your brand is your promise to your customer. It tells them what they can expect and how you are different from competitors
- Brand is derived from who you are, who you want to be and how you want to be perceived
- Who you are should be based to some extent on who your target customers want and need you to be – but you cant be all things to all people e
- The foundation of your brand is: the experience
- Brand flows to: logo, products, website and social media pages, packaging and promotional materials, content, customer services
brand persona
Brand persona: set of human characteristics that are attributed to a brand name
A brand’s personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits
4 steps to create a brand persona
- Asses culture: look internally at culture to find out what makes brand unique. Audience should be able to tell you apart amongst competitors – personality of the brand
- Assess audience: using social media listening tools, you can learn more about audiences. Once you know your community speaks and what they care about, you can use language to connect with them. this will increase chances of them responding back and is more engaging.
- Assess purpose and value: important to be clear about what your brand wants to bring to the conversation with audience. (why are you on social media in first place,
- Assess brand voice: start developing a voice for your brand that matches the character—i.e. if you want to be friendly, quirky, edgy, authoritative etc.
consumer persona criteria
- Full name + age/gender/location
- Marital/family status (+ ages/names and other details if applicable)
- Job (+level of satisfaction)
- Aspiration (what they really want to do with their lives)
- Physical appearance
- House and car
- Digital tendencies (social media, email, search)
- Favorite media (TV show, website)
- General mood/level od satisfaction with life
- Other personal/lifestyle characteristics (travel, political leanings etc).
examples of brand persona
McDonalds
- Family-friendly place
- Convenient meals across the country
- Relates to all ages
- There 24/7
Disney
- Family-friendly
- Happiest place on earth
- Relates to all ages
- Makes dreams come true
top brand persona traits
- Friendly, approachable, knowledgeable, professional, trustworthy, innovative, creative, playful, bold, sophisticated
brand video
- Can influence people beyond the realms of sale
- Once you identify with a brand, it can shape the way you behave
- We relate to brands in the same way we relate to people
personal branding
- “everything you do is part of your brand’
- Personal branding: art of building a unique brand around yourself as an individual—tells a story
- Personal branding requires you to find a signature image, voice, and a recognizable standard that customers can grow to recognize
- Personal branding is important because audiences tend to trust people more than corporations
- Allows to establish a reputation and identity
type of corporations
- LLC
- Non profit
- S corporation
7 things to take brand to next level
- Think of yourself as a brand—how you’re presenting yourself to the public is important
- Audit your online presence—know what comes up about you
- Secure a personal website
- Find ways to produce value
- Be purposeful in what you share
- Associate yourself with other brands
- Reinvent
content calendar
- Shareable resource that can be used to plan all content activities – for the whole team
- Visualize your content ideas and how the content will be distributed and when
when strategising content
- Goals: 70% increase brand awareness, 59% sales/lead generation, 48% increase community engagements, 46% grow brand audience, 45% increase web traffic
influencer marketing
- Involves talking about products and services to those who have a sway over the things other people buy
- This influence typically stems from an individual’s reputation as a thought leader or expert on a topic
- Influence can come from a wide range of places. Any person, group, brand or place could potentially be an influence
why use influencers in digital marketing campaigns
- Influencers are good at connecting with audiences – what they say about the product could encourage audience to buy
- A brands message doesn’t have to come from the brand- utilizing influencers not just for audience but for creativity
- YouTube creators listen to and interact with their fans, resulting in communities that look more like friendships than fanships
three key reasons to use influencers in digital marketing campaigns
- Build consumer trust in branded messaging and content
- Influencers can bring new audiences to your brand
- Working with influencers allows for the opportunity to create content for them
what influencers can help you with
- Get to know audience
- Conduct content and opportunity audits
- Plan and prepare content
- Keep up with top stories
- Seize real-time opportunities
Platforms like IG and YT have led to an increase in a new form of influencer who has amassed huge followings in subjects including: fashion, beauty, fitness and food.
45% of influencers say they only accept ¼ of brand proposals
- The influencer wants to benefit from the collaboration as well
why does engagement matter
Engaged community: reach matters. A top influencer will have real users regularly engaging with their posts—not just seeing the content, but interacting with it.
engagement metrics include
- Likes: the influencer has a reasonable ratio of likes to followers
- Comments: content has lots of comments from real people
- Shares: photos and videos regularly have lots of shares, showing that their community is spreading their reach
4 levels of influence
- Official brand ambassadors
- Publishers: influencers
- Fans: advocates
- Friends: regular people in the user social graph
influencer tiers
- Celebrity: 5m +
- Mega: 1m – 5m
- Macro: 500k – 1m
- Mid-tie: 50k -500k
- Micro: 10k – 50k
- Nano: 1k -10k
influencer campaign channel utilisation
Instagram, tiktok, facebook, youtube, linkedin, twitter
payments and incentives
- Deception is unlawful no matter what media. The federal trade commission (FTC) enforces its consumer protection laws to ensure that products and services are described truthfully and that consumers understand what they are paying for
- Laws benefit consumers and sellers, who expect and deserve the opportunity to compete in
- Negative consumer experiences can result in lost customers
- Required disclosures must be clear and conspicuous
- Advertisers should consider its placement in the ad and its proximity to the relevant claim
social media monitoring
- Important for any modern communications professional. Beyond monitoring, social media participation is also critical
- Social media has great tools for monitoring the conversation about your brand so you know where people are talking about you and can participate accordingly
- Google alerts: set up multiple alerts for your company, brand, products, leaders etc. the alerts get delivered directly to your email inbox at the frequency you indicate
- X: monitor mentions of your brand on X with tools like search and Hootsuite to help manage multiple users on a corporate account, assign particular posts
- RSS feeds: set up RSS feeds in searches of your brands in other popular social media sites. Scan the results in your reader daily for mentions
- Insights: stay on top of and participate in discussions occurring on your company’s social media
social media monitoring continued
- Tracking keywords, mentions, and conversations on social media in real time
- E.g. tracking hashtags for real life events, tracking sentiment during a crisis so you know how your team should respond
- Social media monitoring software gathers and presents audience and competitive insights for brands who want to pay attention
- Its value is to help you make better decisions about your social media activities
- Social media monitoring can also be extremely helpful in managing crisis communication – by staying on top of mentions of your company is social media, you’ll be aware of any negative or potentially harmful conversations taking place about your brand
- This will help you thwart any possible reputation-damaging discussions in a more time-sensitive matter
social share of voice
- How to calculate: (number of mentions of your brand / total number of brand mentions (your + your competitors’) x 100 = SOV
what social media monitoring does
- Looks back
- Gathers information
- Focuses on details
- Measures success
social listening
- Looks forward
- Analyzes information
- Looks at the big picture
- Guides as a strategy
listening and monitoring tools
Listening tools: Brand24, agorapulse, brandwatch
Monitoring tools: hootsuite, mentionlytics, nexalogy
social listening
- The process of analyzing conversations on social media and turning those insights into better business decisions
- Monitoring tells you what people are saying, listening tells you how they feel and why even without them commenting
- Helps show how you compare against competitors, what your audience needs, biggest fans and influencers, how to identify and manage potential crisis on channels
