Community Management, Convince and Convert, Social Media Strategy, Conferences and Events, Personal Branding, Social Media Marketing

7 Ways to Use Social Media to Build Stunning Brands

Social media is perhaps the most misleading name for a marketing-related concept ever, given that it’s grown to represent a philosophy of consumer empowerment and brand/customer partnership – far beyond it’s humble roots of user-generated content.

As a result, social media has different meanings and connotations to different people, many of whom utilize social media to accomplish entirely disparate objectives.

That was the subject of two recent speaking engagements for me, one for the Flagstaff, AZ Chamber of Commerce, and another for the Black Hills Ad Federation in Rapid City, SD.

I wanted to capture and convey the many uses for social media for both businesses and personal growth. Thus, the presentation below, “7 Ways to Use Social Media to Build Stunning Business & Personal Brands.”

The version on SlideShare (shout out to Slideshare.net for often putting my presentations on their home page), is the longer version that I presented in Flagstaff. It’s a lot of material.

For you short attention span readers, here are the “7 Ways” for your review. Comment away if you (dis)agree.

1. Reputation Management

Key point: People are talking about you online, whether you choose to listen or not.

2. Customer Service

Key point: Social media customer service is the new (800) number.

3. Public Relations

Key point: Social media enables you to take your message to customers directly.

4. Customer Acquisition

Key point: Market sideways. Features and benefits are too boring to work in social media.

5. Create Brand Communities

Key point: Activate your fans and give them something to do. Don’t just collect them like baseball cards.

6. Thought Leadership

Key point: Everyone in the world has expertise. What’s yours, and how to you distribute it?

7. Networking

Key point: Social capital belongs to individuals, and is loaned to brands. You can use social networking to develop relationships online that you’d be unlikely to have otherwise.

I concluded the presentation with my “6 Dangerous Fallacies of Social Media” which remains the most popular blog post I’ve written.

What did I miss?

Related
  • http://YourWebsite Alicia Squillace

    I really liked the post. Nice to see and hear about value of communities when sometimes people get wrapped around the axle thinking if we build it, they will come.

  • http://twitter.com/NickMendoza Nick Mendoza

    Great presentation Jason. You have to love any presentation that incorporates His Holiness Guru Pitka (slide #58). This also reminded me of a quote from The Love Guru, which could apply to marketers who are considering social media … “How can you be the Love Guru if you’ve never been in a relationship?” – meaning, how can a company understand its customers if it’s not participating in the conversation? … Participation = brand building.

  • http://twitter.com/NickMendoza Nick Mendoza

    Great presentation Jason. You have to love any presentation that incorporates His Holiness Guru Pitka (slide #58). This also reminded me of a quote from The Love Guru, which could apply to marketers who are considering social media … “How can you be the Love Guru if you’ve never been in a relationship?” – meaning, how can a company understand its customers if it’s not participating in the conversation? … Participation = brand building.

  • http://twitter.com/NickMendoza Nick Mendoza

    Great presentation Jason. You have to love any presentation that incorporates His Holiness Guru Pitka (slide #58). This also reminded me of a quote from The Love Guru, which could apply to marketers who are considering social media … “How can you be the Love Guru if you’ve never been in a relationship?” – meaning, how can a company understand its customers if it’s not participating in the conversation? … Participation = brand building.

  • http://www.rjdcreative.com/ Bob Diercksmeier

    Great presentation, the content is very helpful in explaining the place social media has in a branding effort. Thanks Jason!!

    Bob
    @rjdcreative

  • http://www.rjdcreative.com/ Bob Diercksmeier

    Great presentation, the content is very helpful in explaining the place social media has in a branding effort. Thanks Jason!!

    Bob
    @rjdcreative

  • http://www.rjdcreative.com Bob Diercksmeier

    Great presentation, the content is very helpful in explaining the place social media has in a branding effort. Thanks Jason!!

    Bob
    @rjdcreative

  • http://thebrandbuilder.wordpress.com/ olivier blanchard

    Wow, Jay! Solid presentation! This may be the best one I’ve seen yet on the topic. Very well done.

    olivier blanchard’s last blog post..Digital Crisis Management: Putting things in context.

  • http://thebrandbuilder.wordpress.com/ olivier blanchard

    Wow, Jay! Solid presentation! This may be the best one I’ve seen yet on the topic. Very well done.

    olivier blanchard’s last blog post..Digital Crisis Management: Putting things in context.

  • http://thebrandbuilder.wordpress.com olivier blanchard

    Wow, Jay! Solid presentation! This may be the best one I’ve seen yet on the topic. Very well done.

    olivier blanchard’s last blog post..Digital Crisis Management: Putting things in context.

  • http://www.whyhire.me/ Patti Church

    For students entering the job market their goal is Reputation Establishment (and maybe management of their Facebook persona) which links back to #6 -Thought Leadership.

    Thanks for your perspective!

  • http://www.whyhire.me/ Patti Church

    For students entering the job market their goal is Reputation Establishment (and maybe management of their Facebook persona) which links back to #6 -Thought Leadership.

    Thanks for your perspective!

  • http://www.whyhire.me Patti Church

    For students entering the job market their goal is Reputation Establishment (and maybe management of their Facebook persona) which links back to #6 -Thought Leadership.

    Thanks for your perspective!

  • http://whydontyougoogle.us/ Shawn

    Well said, I agree with every point that you make and this is a great post to help many companies realize the growing importance of having a social presence on the web. Communication and community helps to build such a tremendous amount of trust and confidence in your brand that it cannot be ignored anymore.

    Shawn’s last blog post..Your friendly neighborhood SEO

  • http://whydontyougoogle.us/ Shawn

    Well said, I agree with every point that you make and this is a great post to help many companies realize the growing importance of having a social presence on the web. Communication and community helps to build such a tremendous amount of trust and confidence in your brand that it cannot be ignored anymore.

    Shawn’s last blog post..Your friendly neighborhood SEO

  • http://whydontyougoogle.us Shawn

    Well said, I agree with every point that you make and this is a great post to help many companies realize the growing importance of having a social presence on the web. Communication and community helps to build such a tremendous amount of trust and confidence in your brand that it cannot be ignored anymore.

    Shawn’s last blog post..Your friendly neighborhood SEO

  • http://michaelmyers.biz/ Michael Myers

    Great post: My list is shorter but more specific (http://michaelmyers.biz/CRUCES/think-of-it-as-a-branding-excercise) and communities definitely build brand depth (http://michaelmyers.biz/CRUCES/communities-build-brand-depth)

    Again. Great post. Thank you.

    Michael Myers’s last blog post..Join the Team?

  • http://michaelmyers.biz/ Michael Myers

    Great post: My list is shorter but more specific (http://michaelmyers.biz/CRUCES/think-of-it-as-a-branding-excercise) and communities definitely build brand depth (http://michaelmyers.biz/CRUCES/communities-build-brand-depth)

    Again. Great post. Thank you.

    Michael Myers’s last blog post..Join the Team?

  • http://michaelmyers.biz Michael Myers

    Great post: My list is shorter but more specific (http://michaelmyers.biz/CRUCES/think-of-it-as-a-branding-excercise) and communities definitely build brand depth (http://michaelmyers.biz/CRUCES/communities-build-brand-depth)

    Again. Great post. Thank you.

    Michael Myers’s last blog post..Join the Team?

  • http://kevinmcintosh.com/ Kevin

    I think key is to be using social as a real time focus group and letting the audience tell you what they want and then delivering on it

  • http://kevinmcintosh.com Kevin

    I think key is to be using social as a real time focus group and letting the audience tell you what they want and then delivering on it

  • http://brandadda.com/ Tej Arora

    Terrific, terrific, terrific. Every point strikes a chord!. Will add this link to the persuasion toolkit :).
    Thank you.

  • http://brandadda.com Tej Arora

    Terrific, terrific, terrific. Every point strikes a chord!. Will add this link to the persuasion toolkit :).
    Thank you.

  • Rita Ferrari

    Great list! Thanks Jason. One other one to add to the list of 7 perhaps…Research and Development – engage your customers in product development for the get go.

  • Rita Ferrari

    Great list! Thanks Jason. One other one to add to the list of 7 perhaps…Research and Development – engage your customers in product development for the get go.

  • http://YourWebsite Rita Ferrari

    Great list! Thanks Jason. One other one to add to the list of 7 perhaps…Research and Development – engage your customers in product development for the get go.

  • http://www.webadvantage.net/ Hollis Thomases

    To this list I would add:
    8. To Listen to & Learn From Your Customers (which is different than reputation management or customer service; just by listening you can glean a ton)

    9. To Conduct Market Research – pose questions, create polls, stir up a debate. Again, you’ll learn a lot (much faster & cheaper than traditional forms of market research efforts, too, I might add)

    Hollis Thomases’s last blog post..If We Were Google: Our Take on FDA’s Paid Search Regulations

  • http://www.webadvantage.net/ Hollis Thomases

    To this list I would add:
    8. To Listen to & Learn From Your Customers (which is different than reputation management or customer service; just by listening you can glean a ton)

    9. To Conduct Market Research – pose questions, create polls, stir up a debate. Again, you’ll learn a lot (much faster & cheaper than traditional forms of market research efforts, too, I might add)

    Hollis Thomases’s last blog post..If We Were Google: Our Take on FDA’s Paid Search Regulations

  • http://www.webadvantage.net Hollis Thomases

    To this list I would add:
    8. To Listen to & Learn From Your Customers (which is different than reputation management or customer service; just by listening you can glean a ton)

    9. To Conduct Market Research – pose questions, create polls, stir up a debate. Again, you’ll learn a lot (much faster & cheaper than traditional forms of market research efforts, too, I might add)

    Hollis Thomases’s last blog post..If We Were Google: Our Take on FDA’s Paid Search Regulations

  • http://twitter.com/meganleap/status/3825976170 Megan Leap

    RT @RainerGS RT @SharonHayes: 7 ways to use social media to build stunning #brands http://bit.ly/qS4dX

  • http://twitter.com/hawkeye77/status/3826164403 Jan Riley

    RT @SharonHayes: 7 ways to use social media to build stunning #brands http://bit.ly/qS4dX

  • http://twitter.com/alexkaris/status/4372890582 AlexKaris

    RT @jaybaer 7 Ways to Use Social Media to Build Stunning Brands http://tinyurl.com/cak7zo

  • http://twitter.com/ruthdfw/status/4372918172 ruthdfw

    RT @AlexKaris RT @jaybaer 7 Ways to Use Social Media to Build Stunning Brands http://tinyurl.com/cak7zo

  • http://twitter.com/hopechat/status/4372922935 Ruth

    RT @AlexKaris RT @jaybaer 7 Ways to Use Social Media to Build Stunning Brands http://tinyurl.com/cak7zo http://ff.im/-8It5y

  • http://twitter.com/brandmind/status/5450233110 brandMIND

    RT @jaybaer 7 Ways to Use Social Media to Build Stunning Brand: http://bit.ly/l4atz

  • http://twitter.com/alexkaris/status/5872702436 AlexKaris

    7 Ways to Use Social Media to Build Stunning Brands http://tinyurl.com/cak7zo

  • http://twitter.com/shakus/status/5872940710 Shaku Selvakumar

    Content that gets to the point. RT @AlexKaris: 7 Ways to Use Social Media to Build Stunning Brands http://tinyurl.com/cak7zo

  • http://twitter.com/slazarus/status/5979502716 slazarus

    Also, 7 Ways to Use Social Media to Build Stunning Brands, nice summary presentation built in. http://bit.ly/6b0XI3

  • http://www.reactorr.com/blog/ online branding

    I would add “Improve Your Findability”
    .-= online branding´s last blog ..Someone Broke Google Today =-.

  • http://www.reactorr.com/blog/ online branding

    I would add “Improve Your Findability”
    .-= online branding´s last blog ..Someone Broke Google Today =-.

  • http://www.reactorr.com/blog/ online branding

    I would add “Improve Your Findability”
    .-= online branding´s last blog ..Someone Broke Google Today =-.

  • Alicia Squillace

    I really liked the post. Nice to see and hear about value of communities when sometimes people get wrapped around the axle thinking if we build it, they will come.

  • http://twitter.com/panah/status/8250267506 panah

    7 Ways to Use Social Media to Build Stunning Brands http://ow.ly/10mXa

  • http://twitter.com/panah/status/8250267506 panah

    7 Ways to Use Social Media to Build Stunning Brands http://ow.ly/10mXa

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  • http://twitter.com/krlitossem/status/19807037618 Carlos Gutierrez

    7 maneras de utilizar los medios de comunicación para consolidar marcas: http://wipi.es/qe2n

  • http://twitter.com/milkshakehq/status/19830302703 Milkshake Commerce

    7 Ways to Use Social Media to Build Stunning Brands http://milk.sh/bKrwBN #socialmedia #branding ^MN

  • http://twitter.com/richardglynn/status/21390553777 Richard Glynn

    7 Ways to Use Social Media to Build Stunning Brands | Conferences and Events | Social Media Consulting – Convince &… http://bit.ly/csl75H

  • http://twitter.com/socialfootprnts Social Footprints

    Jay!

    There’s SO much content about how to build a social media presence–& much of it is absolutely not worth the time. This is the first presentation I’ve read where I actually took notes! It was perfect, actionable, and easy to understand. You definitely know what you’re talking about. I will be checking out more of your content.

    Thanks!

  • http://twitter.com/thebrandbuilder Olivier Blanchard

    Glad to see this one resurface. Look at all we’ve learned since 2009! :)

    What we could add to it today that we forgot 2 years ago:

    - The whole business intelligence, market research and consumer insights bit. These are three pretty important business functions that a solid social media program can enhance dramatically for a brand.
    - Crisis management (different from mere online reputation management) might be a good addition as well, in case a bad situation escalates. Cases in point: Kenneth Cole, BP, Nestle, Toyota, United Airlines, etc.

    Cheers.

    • http://www.convinceandconvert.com jaybaer

      What’s funny is that the two you mentioned are focal points of my book. I’m glad that even looking back in 2009, it’s still pretty defensible. Probably can’t say that about all my posts!

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  • juandecop