Social media branding has been embraced successfully by iconic companies like Nike, Apple, and Google, however many smaller organizations and individuals are challenged to develop brand image on social media platforms. Many organizations simply do not know where to start. Outlined below are 5 steps to get you started:
#1 Know Your Target Audience & Where They Play.
For companies that are established, an easy way to identify your customer demographics is simply to analyze the customers you already have. Many customer relationship management tools allow businesses to analyze their customer data. For small businesses who have not invested in a customer relationship management/CRM system before, Hubspot offers one for free to get you started. You are also able to use tools like Socialbro to analyze the demographics of the existing Twitter account. Another way to get an understanding of demographics and psychographics.
Once the target customer has been identified, you will need to research what social media platforms your target customers live on. For example, if your target customer is 17 years old, in high school, and mobile connected, there is a good chance that the customer is active on Snapchat and Instagram. This is critical to know, because you will need to identify what platforms will be most effective to reach the customers you want to reach, while also ensuring that the platforms are consistent with the brand you are looking to develop.
#2 Identify Your Influencers & Leverage Them.
Building relationships with influencers is paramount to developing a successful social media brand. The easiest way to identify influencers is simply to Google top influencers in your industry. Another tool that is effective is an application called Klout, which will allow an organization to identify top social media influencers based on Klout scores, which defines social media effectiveness and reach. Once you have identified the influencers, you should connect (or follow) and begin engaging the influencer. Share their content and mention them in content that is posted. Nurture this relationship, and the influencer will help your business multiply its reach. Hootsuite has a fantastic blog that provides a deep dive on locating and engaging influencers.
#3 Provide High Quality Content, Often.
Developing a brand that customers trust hinges on a company or individual’s ability to deliver quality products and services. A company’s social media presence is a reflection of that quality, and so it is critical to ensure that the content that is being shared is relevant to the audience, consistent with the brand, and of the highest quality possible. Brands that post valuable, high quality content on a consistent basis find that they build customer loyalty. Companies like HubSpot and Marketo built entire businesses around this model. There are a number of resources to provide free, great looking content, like Canva. Canva allows users to create great web ready graphics with no design experience. Follow the 80/20 rule. 80% of what you share should be quality, shareable content that is sourced from someone else. 20% should be original content from your brand. Applications like Klout and Hootsuite make it very easy to pick content that is relevant to your brand and share it via social media with a click of a button.
#4 Be Responsive.
Social media is all about engagement. Your customers and prospects can and will use social media to engage your organization. If a company is unresponsive on social media, or does not respond quickly and consistently, those customers will disengage and may leave for a competitor. Managing social media accounts and responding effectively is a daunting task for a small company. Most experts recommend using software to manage this. Applications like Hootsuite, Tweetdeck, and Hubspot provide tools to manage this process. Replies can be automated to an extent, and you can ensure you never miss a message.
#5 Be Consistent.
Consistency goes beyond the content of the message. Yes, the content of the messaging should be consistent with the brand across all channels, however consistency does not end with content. Small organizations with limited resources might consider using a simple solution like Canva to begin experimenting with designs and company identity graphics. Colors, graphics, and even fonts should be consistent across channels. By doing this, as customers go from Facebook, Instagram, Twitter, etc., they will never be confused about what company or organization they are looking at. This is a failure of marketing. Do not allow the details to get in the way of successfully retaining and growing the customer base.
The infamous Nest boss has been under scrutiny lately for his alleged less than pleasant demeanor, however there is no denying that Tony Fadell is a social media powerhouse among IoT influencers. Since the $3.2 billion sale of his connected home startup, Nest, Fadell has been busy as a Google executive and amassing quite the social media following.
By the numbers:
Fadell boasts an impressive amount of followers, and according to Klear.com , has achieved “Celeb” status for achieving 1,620 retweets in the month of April. In addition, his brand is consistent across social media channels (LinkedIn, Facebook Business Page, and Twitter).
Why is Tony Influential?
Not many entrepreneurs on the IoT startup scene have reached unicorn status (valuation of $1 billion+), which immediately differentiates Tony from his peers. Not only did he build a multi billion dollar IoT brand, but he sold it to arguably the most influential technology companies in the world – Google.
2. Glen Gilmore (@glengilmore)
Glen Gilmore is a marketing strategist and has been recognized in Forbe’s Top 20 Social Media Power Influencers. He is recognized for his expertise in marketing and IoT, two fields which are rapidly blending together, positioning Glen to be the go-to-thought leader on the subject.
By the numbers:
Gilmore blows Fadell away with 320k+ Twitter followers. Like Fadell, Gilmore has earned Klear.com’s “Celeb” distinction based on his massive following and engagement on Twitter. In addition, Gilmore is well-rounded across brand consistent platforms. He has over 500+ (where LinkedIn stops counting, as he’s likely in the thousands) connections on LinkedIn, has 4820 Facebook friends, and has 7,900 Google+ followers.
Why is Glen Influential?
Glen stays incredibly active on social media. According to Klear.com’s analysis, Glen posts an average of 21.9 times per day on Twitter. This compare’s to Tony Fadell who posts fewer than 1 message per day. He posts consistent, quality content with high frequency and the more times he is recognized by trusted institutions, the more his following grows (as does his sphere of influence).
3. Timo Elliott (@timoelliott)
Timo Elliott is an established entrepreneur in the technology space, with over 25 years working in the business, Timo has a wealth of experience that he has used to inform his brand of “innovation evangelism”. Timo has a great blog, which can be found here. Timo spends a lot of time focusing on marketing and big data, which are two key components at work behind the scenes in IoT.
By the numbers:
Timo has an impressive Twitter following of 18k. In addition, Klear.com rates him as “Very Popular” with over 170RT’s in April. Timo has over 500+ LinkedIn connections and 204 followers on Google+.
Why is Timo influential?
Like Glen, Timo is very active on Twitter. Klear states he posts on average 6.5 Tweets/Day. His responsiveness is rated as very friendly, and his content is always compelling. Timo leverages content marketing to provide a lot of great insight and analysis for free. This is in sync with Hubspot’s strategy of giving your best content for free to build brand loyalty. Timo’s influence continues to grow daily, and his input will potentially shape IoT’s future.
Social networks have completely transformed the capabilities of the Internet by enabling and encouraging users to share content. Just as email, chat, and instant messaging defined digital communication in the 1990’s, social networks redefined digital communication in the 2000’s. MySpace was arguably the first major social media network to experience breakthrough success in the early 2000’s. The platform benefited from being one of the early pioneers, but also having the benefit of timing as the early 2000’s saw the mass adoption of high-speed, broadband internet. This enabled network’s like MySpace to allow users to post videos, high resolution photos, and content to their MySpace page. Users were able to search for friends on MySpace, connect, and share content with each other.
While MySpace was the largest and most successful of the early generation of social media companies, it wasn’t until Facebook came along that companies actually learned how to build powerful social media platforms that not only connect hundreds of millions of people, but made the process of sharing user generated content simple and intuitive. On top of the social capabilities of Facebook, the company built a tremendously powerful advertising platform that allows advertisers to get deep demographic and psychographic data from the company’s global user base. From a marketing perspective this means you can drill down and market to, for example, users who live in the New York market ages 27-35 and who have specific interests that meet the target customer profile. As a result, Facebook was able to scale beyond what many thought possible and is now a company worth $334 billion. To put the company’s success into perspective, it’s founder and CEO Mark Zuckerberg became the worlds youngest self-made billionaire at the age of 23.
Current Social Media Market
In the wake of Facebook’s massive success has been a series of social networks including: Twitter, Instagram (which was purchased by Facebook), Snapchat, Vine, and numerous blogs. Each of these platforms offers unique features and new avenues for users to generate content. Perhaps the most interesting of these are Instagram and Snapchat, which appeal to Millennials due to their focus on photos and video rather than text. These platforms collect billions of pieces of anonymous data, which advertisers are increasingly looking for in order to develop marketing that is more compelling and has a higher chance to draw a potential customer in to the top line funnel. In this way, social media shares a commonality with Internet of Things. IoT companies, just like Facebook or Instagram, are looking for ways to monetize the data they collect. I foresee that companies in IoT will increasingly find themselves integrating with social networks in order to have access to their data to provide a complete big data analysis on a potential buyer. The social media network will tell the advertiser the user’s demographic and psychographics, and IoT can give data on things like driver behavior, home temperature preferences, location, etc.
My name is Angelo Rodriguez, and I am a husband, father of 3 (2 boys & 1 girl), entrepreneur, and Emerging Technologies Consultant at Verizon in Southern California. Family is my foundation, and the primary motivation for everything I’ve accomplished. I have lived in 5 states in the last 10 years (Pennsylvania, Florida, Rhode Island, Massachusetts and California). When I am not working, I love spending time with my family, watching UFC, playing video games, and traveling. I am passionate about technology startups focused on Internet of Things, and teaching people how to use emerging technologies to improve their lives and businesses.
Spending the majority of my early years in the rough side of Harrisbug, PA–the tiny capital of Pennsylvania that resembles many former industrial towns like Cleveland or Buffalo–certainly went a long way in shaping the man I grew to be. I grew up in the culturally diverse, but poor neighborhood of Allison Hill. My parents were middle class, but stayed in the neighborhood to be close to family. Growing up in that neighborhood provided me with a grit and a “never back down” attitude that has served me well throughout my career.
I was the second oldest of 5 kids and the oldest son. My family has always been very close, which is likely a product of our cultural background (my father is Puerto Rican). To this day my siblings are incredibly close and carry the “us against the world” mentality that is common where I am from.
When I was 18, I moved to Florida to follow my dream to work in visual effects. I majored in Computer Animation at Full Sail University, but soon realized that as jobs in the field were being exported, that a career in that field might not be lucrative enough to pay the bills. I met my wife in Florida and my beautiful step-son. After we married, we moved to New England where I started working in Verizon Wireless’ business to business sales team in downtown Boston. While in Boston, I had an incredible opportunity to study Business Administration & Marketing Management at Harvard University’s extension school, where I completed my undergrad. The 4 years that I spent on campus at Harvard transformed my life, and provided the opportunity to build an incredible network.
Since then, we’ve moved to California where I am tasked with bringing new products to market, and developing a model to successfully penetrate the Southern California sub-market with emerging technologies. I am always looking forward to meeting new people and exploring new opportunities, so feel free to connect with me on Twitter @TheIoTExpert or on LinkedIn.
Tech consumers are well aware of the Internet of Things era we are coming in to, however many would be surprised to find the implications these technologies have on the way marketers interact with consumers.
Ryan Begley at IBM’s IoT Division wrote an insightful blog on this topic earlier this week. He describes the evolution of advertising, from traditional to digital. As Ryan outlines, the problem with marketing has always been determining causality.
Marketers have attempted, to varying degrees of success, to rectify this issue with deep analytics tools. While analytics and algorithms have been used by companies like Google to predict buying behavior, Internet of Things finally gives marketers the ability to truly attribute marketing spend to sales results.
Imagine a WiFi connected refrigerator that through sensor and camera technology detects you are running low on milk. A timely event-based marketing message from your favorite grocery store or Amazon provides you an offer if you place your order now via your smartphone or from the refrigerators touch screen. In this interaction, the marketer is able to directly access the need of the consumer and provide a timely marketing message that will have a measurable financial impact.
One of the biggest challenges to these solutions continues to be the fragmentation and security of IoT platforms. The opportunity is to create widely adopted, secure, unified platforms for IoT that will enable these solutions to scale. Companies like IBM, Microsoft, Google, and Verizon are already fast at work building and scaling various IoT platforms, and the result of that work may lead to what Ryan Begley describes as a digital media transformation.