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Build Brand Awareness

The document discusses using social media to build brand awareness. It explains that social media has a wide reach and helps companies reach new audiences and drive traffic to other corporate channels. It then provides examples of content that works well for building awareness, such as details about the company and products, thought leadership content, company and industry news, questions for feedback, research, and customer success stories. Finally, it discusses metrics for measuring if social media efforts are successfully building brand awareness, such as activity-to-engagement ratios, potential and confirmed impressions, changes in network size, comments and replies, and independent mentions by audiences.

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Ali Nizar Al-Agha
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161 views

Build Brand Awareness

The document discusses using social media to build brand awareness. It explains that social media has a wide reach and helps companies reach new audiences and drive traffic to other corporate channels. It then provides examples of content that works well for building awareness, such as details about the company and products, thought leadership content, company and industry news, questions for feedback, research, and customer success stories. Finally, it discusses metrics for measuring if social media efforts are successfully building brand awareness, such as activity-to-engagement ratios, potential and confirmed impressions, changes in network size, comments and replies, and independent mentions by audiences.

Uploaded by

Ali Nizar Al-Agha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Build Brand Awareness

Why use social media to build


brand awareness?
Driving awareness is the #1 goal of most social media marketers. With hundreds of millions
of people engaging on social media, it’s become one of the best channels for reaching large
audiences. And for building brand awareness, social is no longer a “nice to have” tool in the
marketing mix. It’s a must have.

HERE’S WHY:

Social media has a tremendously wide reach.

Social media helps you reach new and growing audiences.

Social media drives traffic to other corporate channels.

Build Brand Awareness | Strategy 2


Which content works best for
building brand awareness?
1 | Details About Your Company And Products/Services
People follow brands to learn more about them. Don’t be afraid to let them know more
about what you offer and who you are as a company.

• Tweet details about a fun company function and share the photos afterwards.

• Share the latest updates about your products and services on Facebook.

• Post a YouTube video showcasing clients talking about how they use your product.

• Upload a SlideShare presentation about your services, industry, or important areas


of expertise.

2 | Thought Leadership
Any content that provides value to your audience and illustrates your domain expertise
is powerful for raising awareness. It helps build a public profile filled with helpful
information and position your company as an industry expert. For B2B companies,
thought leadership content might be white papers or best practice guides. For
consumer goods and services, you might share tips or creative ideas on how to use
different products.

• Post links on Facebook and other social accounts whenever your organization
publishes a new whitepaper or helpful article.

• Tweet interesting product facts tied to interests that resonate with your target
audience. 


• Gather photos of clients benefitting from your services and upload them to Flickr,
tagged with your company and keywords.

• Share a YouTube video of employees giving advice on how to use your product or
service in creative ways.

Build Brand Awareness | Content Plan 3


3 | Company And Industry News
Every company has compelling activities happening all the time — such as new
leadership or interesting corporate initiatives. News updates help your audiences know
your company better and build your network by creating interest in your corporate
activities. Many people also keep up with brand accounts to learn about what’s going
on in their industry, not just product or service information.

• Share written or video profiles of new team leaders.

• Post Flickr images showing how your company gives


back to the community.

• Share photos of your offices and happy, engaged staff.

• Post SlideShare presentations covering product and


service announcement details.

• Post links or write a blog post about helpful content


from market influencers.
TOMS Shoes uses Twitter to
• Share links to industry events that your network may send out updates and pictures
to their followers around
wish to attend. their One Day Without Shoes
campaign.

4 | Questions For Feedback


Asking for input or content from your audience gets more people engaged with your
brand and encourages them to share your brand across their networks. Their feedback
can be a valuable way to learn about your network and the type of content your audience
prefers. You may even be able to use their feedback in future marketing efforts.

• Tweet a question of the week asking what users like


most about your latest product, service, or campaign.

• Create a Facebook poll to find out which aspects


of your product, new features, or services your
community cares about the most.

• Ask for comments and ideas at the end of every blog


post. HomeAway uses Facebook
polls to ask their community
• Ask your community members which types of for feedback on travel-related
industry-related content they find most useful. questions.

Build Brand Awareness | Content Plan 4


5 | Research
Connecting your audience with new research findings is a great way to build interest and
brand awareness. It also helps strengthen your brand’s position as an industry expert.

• Share the latest study on industry trends, user perceptions and more.

• Post industry infographics and charts on Flickr, making sure to include relevant tags.

• Interview key researchers in a YouTube video.

• Provide your research to well-known bloggers and invite them to share insights
with their readers.

• Break up interesting findings into sequential blog posts to grow readership over time.

6 | Customer Success Stories


Sharing customer successes may well be the #1 way to
grow brand awareness. From formal case studies to off-
the-cuff feedback shared by your community, customer
success stories let your audiences speak for you.
Interesting stories and testimonials help break through
the clutter and get attention. And research shows that
people are more apt to believe authentic customer
feedback than anything brands say themselves.

• Invite customers to write guest blog posts to


discuss interesting product experiences and/or
successes.

• Tweet links to success stories, tagging customers


and partners discussed so they can share the Carnival Cruises posts pictures
content, too. to their Flickr page showing
customers in action enjoying
• Ask users to submit video testimonials and stories various activities available
while on a Carnival Cruise.
about your products or services.

Build Brand Awareness | Content Plan 5


How do you know if your social
efforts are building brand awareness?
1 | Activity to Engagement Ratio Planned
Activities
By comparing your activities to audience
Interactions
engagement (or interactions), you can find out
which content your audience values most.

2 | Potential Impressions
Simple exposure to your content goes a long way in building awareness. Information you
share reaches the members of your network — and potentially even their connections.
This pass-along effect is especially powerful because your content is being delivered via
trusted sources.

3 | Confirmed Impressions
These metrics represent time spent with your
brand through views of your content, social media Confirmed
sites or homepage. It is important to remember Impressions

confirmed impressions are not necessarily in Potential


Impressions
network because not everyone will publicly
display their commitment to your brand.

4 | Changes in Current Network Devotees


When someone opts into your social network as a
We got fans!
fan, friend or follower, a new relationship is created.
They like us?
Seeing a positive change in your network confirms
users’ exposure and commitment to your brand. Meh

July 1 July 8 July 15


5 | Comments and Replies
Comments and replies provide useful qualitative data, such as insights about your
target market’s interests, concerns and feelings. They also indicate that your network is
paying attention to the content and messages you share.

6 | Mentions by Audience
Keep track of independent mentions by your audience to learn how often your brand
is being discussed publicly and discover your best brand advocates. When people are
spreading awareness of your brand or message within their personal networks, you’ll
know your efforts are succeeding.

Build Brand Awareness | Reporting Plan 6


Ready to harness the
power of social media for
driving brand awareness?
Spredfast can help you create great social experiences that build lasting relationships.

Contact [email protected] to get started today.

www.spredfast.com | [email protected]

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