Branding through Social Media

1. branding
through social media
courtney
lailey

2. agenda
what is it?
why use social media?
social media on the rise
the media kit - what to put out there
the marketing mix
monitoring

3. what is it?
01

4. collective perceptions
identicication
expression
communication
a brand
(Matrix, 2016)
photo by Kate Russell

5. why use
social
media? 02

6. "what exactly do sites like LinkedIn and
Facebook do? … they work best at
building brands”
(Seidman, 2016)

7. “Facebook, a social networking site used
by more than 900 million people
worldwide, is now becoming one of the
fastest growing ways for companies and
businesses to promote their brands and
products and to turn what used to be
one‐way communication into a more
interactive model of communication”
(Sengupta, 2012 as quoted by Shen & Bissell, 2013)

8. “This paper initiated an investigation on
how beauty brands employ social media,
particularly Facebook, to increase brand
awareness and reinforce brand loyalty”
(Shen & Bissell, 2013)
(photo by Vazovsky)

9. social
media on
the rise03

10. $22 million
Trident Capital
> service to help brands develop & deploy
rich media content across many social
networks
(Denne, 2012)
social media promotion companies
$10.5 million
Valhalla Partners
> service to help develop/manage
advertising across many social networks

11. the media
kit: what to
put out
there?
04

12. behind the kit
know who you are
know who your real freinds are (AKA
your audience
know what's relevant to you both
(Harris, 2014)
photo by Official Leweb Photos

13. 2. fact sheet
3. UTILIZE CONTENT
MARKETING
4. GET YOUR BUSINESS
FOUND USING SEO
the media kit
3. pull‐quotes
5. story ideas 6. extra
resources
4. charts / stats
(Matrix, 2016)
1. photos

14. using the kit ‐ the 5Ss
1) searchable
2) sharable
3) supportive
4) specialist
5) sustainable
(Toole, 2016) photo by NOGRAN s.r.o.

15. (Toole, 2016)
“content marketing is about engaging
prospects and consumers with informative
or entertaining content they’ll want to use
or consume for its own sake, rather than
pushing or interrupting them with direct
sales or promotional messages”
photo by Alan Light

16. the
marketing
mix05

17. 1. FOCUS ON YOUR
CUSTOMERS
2. BUILD YOUR BRAND'S
STORY
3. UTILIZE CONTENT
MARKETING
Build your marketing strategy
around your customers.
Storytelling is one of the most
powerful marketing tools.
Through creating quality
content, you build customer
trust.
Search engines can connect you
to new and relevant audiences.
the marketing mix
paid
advertising: print,
TV, promoted
tweets, etc.
owned
belmongs to brand,
complete control
earned
public sharing
AKA ‐ free
publicity
(Bennett, 2016)

18. "content that is too product‐ or
brand‐focused does not travel
well digitally, whereas content
that stands on its
own merits as entertainment,
storytelling, education will
be shared and passed
along" (Seth Godin,
quoted by Toole, 2016)
with owned & earned
photo by Mister G.C.

19. monitoring
06

20. "some personal and professional
networks, such as Facebook and
LinkedIn, limit the amount of information
that Google can search, so you have to be
a member of these services and logged in
before you can conduct a thorough
search” (Blakeman & Brown, 2010)
photo by Sean MacEntee

21. resources: information
Bennett, S. (2014, October 23). Paid, Owned and Earned Media: What’s the Difference ... Retrieved
October 20, 2016, from http://www.adweek.com/socialtimes/paid-owned-earned-media-
meaning/502565
Blakeman, K., & Brown, S. (2010). PART II: Social media: Essential for research, marketing and
branding. Bulletin of the American Society for Information Science and Technology (Online), 37(1), 47-
50. Retrieved from http://search.proquest.com.proxy.queensu.ca/docview/847608418?
accountid=6180
Denne, S. (2012, Oct 24). Social-media branding remains hot. Wall Street Journal Retrieved from
http://search.proquest.com.proxy.queensu.ca/docview/1114687577?accountid=6180
Harris, M. (2014, Mar 12). Lessons in social media branding. Calgary Herald Retrieved from
http://search.proquest.com.proxy.queensu.ca/docview/1507088096?accountid=6180
Matrix, S. (n.d.). FILM 240 Media & CultureModule 2 Lecture 2 Public Relations. Lecture. Retrieved
October 20, 2016, from https://onq.queensu.ca/content/enforced/58309-FILM240/Module 02 Lecture
02.html
Seidman, D. (2016, Jan 29). How social media affects branding and growth. Investor's Business Daily
Retrieved from http://search.proquest.com.proxy.queensu.ca/docview/1761185366?accountid=6180
Shen, B., & Bissell, K. (2013). Social Media, Social Me: A Content Analysis of Beauty Companies’ Use of
Facebook in Marketing and Branding. Promotion Management, 19, 629-651.
doi:10.1080/10496491.2013.829160
Toole, C. (2016). Brands as Publishers: Inside the Content Marketing Trend. Curve, (Content
Marketing).

22. resources: photos
Photos via Canva Free Photos
Other Photos from Flickr (All Creative Commons) - Credit Indicated