Social Media: Professional and Organizational Branding. P R ES E N T E D BY: EVELYN M KASINA CEO EVEMINET COMMUNICATION SOLUTIONS LTD
PERSONAL BRANDING Personal Branding is the practice of one marketing themselves as a brand. (A brand is an Identification Mark) Branding yourself means developing a unique, professional IDENTITY and OUTLOOK that sets you apart form others in your Company or Industry.
How to Brand Yourself 1. Define you aspirations. 2. Conduct research Topics, themes, Audience, Platforms. 3. Determine and define your brand attributes. (characteristics) 4. Audit your current platforms Avoid being carried away 5. Create a Strategy (Plan) How to execute 6. Manage your Brand. 7. Ensure your official pages are Verified (Blue tick)
Examples of Verified Accounts
Sample Bloggers http://www.bikozulu.co.ke http://lucasmaranga.com
How to Brand on Social Media 1. Define your focus areas (at least 3) 2. Build a CONSISTENT persona on all social profiles 3. Share a minimum of twice a day on your values channel. (twitter can be more frequent) 4. Join chat groups, lists and communities to engage with other professionals. 5. Track your mentions and reply within 24 hours
Social Media Etiquette (Do s) 1. Complete and refine your social media profiles. 2. Be authentic and always share correct information. 3. Be consistent. 4. Use original content to avoid infringement. 5. Model good behavior You are what you post. 6. Practice positivity use humor to diffuse negativity. 7. Follow the 80-20 rule Create information, some entertainment then sell last. 8. Promote your work 9. Verify news sources before posting or re-posting
10. Uphold professionalism. 11. Be mindful of your language avoid vulgarity 12. Be visual
Social Media Dont s 1. Don t be Fake. 2. Avoid sharing sadness. 3. Don t tag people without their consent they will spam you. 4. Don t share personal information online. 5. Don t over share 6. Avoid using all caps and acronyms
Corporate Branding This is the practice of promoting the entity, a set of expectations that stakeholders associate with the services and Products It goes beyond the Logo The core of every brand is a Pledge to those you serve a representation of what your customers EXECT you to deliver. The reason why Social media plays a critical role in lead attraction is because the content uploaded draws people in.
How to develop a Strong Corporate Brand Corporate Branding can be overwhelming to even figure out where to start. (Energy, time, resources) however the longer a business waits, the worse it gets. The Branding Process: 1. Perform a Brand Audit Before you fix, find out what is broken. 2. Define the Brand s Promise The Who, What, Why and For 3. Get EVERYBODY in the organization board Get everybody s perception
Cont 4. Make your Brand come alive Unify the brand strategy 5. Develop guidelines for implementation and enforcement. 6. Identify your audience. 7. Identify which social media platforms they access/time 8. Ensure the corporate outfit represents the company values. 9. Develop content creation strategies info graphics, videos, images. (Ensure it is relevant, Factual and Timely)
Brand Logos Identify the following brands and name them. What Makes you relate to the brands?
What to define in Social Media Branding 1. Who are you? Brand definition. 2. Who do you help? Target Market. 3. What do you share? Content. 4. Brand design Visual elements Ensure you have standardized formats like: Font Type Font size Color codes Logo size
Branding Tips for business 1. Put your customers first 2. Brand identity consistent with values 3. Positioning the way you position yourself in the market will determine how customers think about your company. 4. Keep it simple. 5. Involve all staff They are your greatest ambassadors or your weakest link. 6. Develop a brand plan 7. Use different media 8. Review 9. Involve the professionals 10. Create feedback mechanisms
Employ analytics (Google) to audit your interaction with the market. Avoid politics and religion in corporate branding.
Social Media Crisis Management 1. Know what a crisis, its origin, its effect, why others are rallying behind the issue then shape an insightful and compassionate brand response. 2. Pay attention and listen to the conversations 3. Acknowledge crisis, be as transparent as possible as quickly as possible. 4. Let people vent. 5. Always keep your cool. 6. Avoid getting into a public argument with users by posting something negative. 7. Take a step back and put yourself into the shoes of the customer 8. Do not delete the posts 9. Turn a negative to a positive 10. If you are at fault take up responsibility instead of trying to cover it. 11. Don t publicly pass blame to your colleagues.
Q & A