Creative Ways To Use Your Facebook Timeline


For those of us who help create and manage social media campaigns across many platforms, changes to any social media channel’s format often present a host of challenges – and opportunities.  Once you’re past the angst of having to deal with an entirely new format, it’s time to think about ways you can leverage this new development to your advantage.  Here are just a few creative ways you can use Facebook’s new Timeline layout to elevate your brand:

Design Creative Cover Photos

Like an overpowering billboard, the new 851 x 351 pixel “cover photo” is up to you to plan and use effectively.  With a little creative elbow grease, you can transform this expansive area into something downright awesome.  Not everyone is capable of graphically designing with the complexity of the space provided in mind, let alone using the free online opportunity to their real advantage.

Yes…there are rules to using this space to Facebook’s specifications.  This is not a space for commercial use.  Inviting your visitors to like your website, or tell your friends about your business is not allowed.  Nor can you include such things as price or purchase locations – and don’t think this is a place for your business address and contact information.  But do think of it as a first impression to your brand’s overall image, a visual “hello” to old and new fans.

Don’t let that discourage you from promoting your business.  If you’re stumped, take a moment to review these examples of effective Facebook Timelines. 

There’s no reason you can’t use your timeline area to promote the benefits of your brand – and change the image out frequently to keep your Facebook audience interested and engaged in your ongoing progress.

Pin Or Star It For Emphasis

Some information on your page may be promotional in nature.  Pinning your posts to the top of your page will keep that one special post at the top of your timeline for an entire week (7 days).  If you’re running a business promotion or have a conversation that’s become extremely popular, pinning your post to the top is one way to control the content on your timeline page without the previous landing page options.

Pinning is easy:

On your Facebook fan page timeline, choose the post you wish to pin to the top.

Hover your mouse over the top right hand corner of the post and the pencil will appear with the options Edit or remove.

Click to Enlarge Image

Click the pencil.

The menu will now appear with the option to Pin to Top.

Select Pin to Top.

Another Timeline option Facebook as enabled is the ability to “star” posts – enabling them to be given preference in your timeline.  A starred post will expand to display across the full-page of your profile – a wide 403 pixels.  Consider starring messages that have great images of your brand, or even you, to emphasize its importance to your audience.   Here’s a great example that includes a video in the post – for a wider screen appeal:

Celebrate Your Brand’s History

Facebook’s Timeline features “milestones” – a great way for you to make special note of your brand’s development over time.  Did you start in a garage only to grow into an office?  We’re products or services added to your company mix that were new to your business sector?  Milestones are a great way to tell your brand’s story in historical order.  Don’t forget to  make note of any awards you’ve received, sales goals achieved, or new campaign launches that may have been memorable.

Here’s another good opportunity to engage your employees – and even your fans to help you identify which milestones they feel were most important in your development.  You might even be surprised by their answers and insights!

This tactic works especially well for older brands with rich histories that have been ingrained in our culture.  Take for example Ford and ESPN – both of whom share old television campaigns we may likely remember (if you’re old enough!).

    One consideration  here is to review all of the past content your brand has used, and integrate them into your timeline as historical milestones.

Create A Contest

One of the first and most talked about Facebook/Timeline contests has been from Red Bull.  The socially savvy used their own timeline as a platform to launch a well received scavenger hunt.  By searching through the brand’s timeline, and learning about their key milestones, clues were provided to win the contest.  A simple and effective way to both educate and engage a loyal following of growing fans.

Or, for example, take Coca-Cola – who has hidden clues and riddles in their posts on their Facebook page.  Once unlocked, it takes you to a third-party website; an easy way to track the promotions click-through rates to prizes.

There’s no doubt these are just the beginning of many creative applications to come from agencies and brands around the world.  As the administrator of your brand’s Facebook page, it’s time you started thinking about ways to creatively use it to your unique advantage.

How are you planning to use it for your brand’s page? 

JC Penney Rebrands For Success


In their third attempt to reinvent a classic American brand, JC Penney has forged a new approach in all of their communications.  As for the company’s new red-white-and-blue logo, the new brand image evokes our nation’s flag and promises a commitment to treating customers “Fair and Square”. The square frame imagery is prominent  throughout all of the company’s marketing to remind customers to frame the things they love.

Needless to say, it’s critically important that the company solidify it’s relationship with decades of loyal customers while appearing new enough to attract new brand fans.  To help do this, the company will begin delivering millions of copies of its new monthly book, including nearly 100 pages of highlights for that month.  JC Penney stores across the nation will undergo a complete overhaul of in store signage and retail presentations.

The company’s president Michael Francis notes some important aspects of this critically important brand relaunch:

“We are redefining the JC Penney brand so we become a store for all Americans, by offering an experience they cannot get anywhere else. This will start by freeing consumers from the barrage of promotions and undifferentiated shopping experiences they have become used to and replacing it with something entirely fresh and new that is evident in every aspect of our store – new brands, new marketing, unique attractions, and much more. Beginning on February 1, our customers will see immediate changes that give a sense of how we will transform JC Penney over the next four years. It will be a breath of much-needed fresh air and give them reasons to visit JC Penney more often than ever before. Our objective is to make our customers love to shop again and across JC Penney, we’re very excited about the changes to come.”

In what could only be considered a brilliant move, the retail giant aligned itself with an intensely popular celebrity that reaches a younger, female demographic – Ellen DeGeneres:

Beyond a series of light-hearted spots, the brand focuses its efforts on providing value again to its consumer base.  The promise of “Fair and Square” has become the company’s brand promise – reflected in every aspect of their marketing.  While the promise is more than serious, the approach has been fun and engaging – putting a truly new spin on an old retail brand.

Beginning this August, the company will begin a month-by-month, shop-by-shop strategy to update all stores with new and exciting merchandise and presentation. Two to three shops will be installed monthly, each and every month, over a four-year transformation period, including the debut of “Town Square” during 2013. All of these re-branding initiatives will  complete the company’s physical transformation by the end of 2015.

Response to JC Penny’s new brand position has been largely popular…but what do you think about it?  Will it create the kind of interest to reshape your thinking about the brand, and get you to give it a try again?

Publishing Your Brand


If you listen very carefully, you might hear it… the groans from small business owners all across the land when the phrase “Content Is King” is mentioned to them.

As true as that saying may be, most of today’s consumers go directly to search engines to answer even the slightest of trivial questions.  The mistake that most businesses make today is that they churn out content every day, but without making it part of their overall communications strategy.

Content publishing should focus on two simple goals: educating and building trust.

Content strategy is delivered through very specific content forms, and not volume alone.  Every business today is publishing content, and today is the day you need to think like a publisher.

How best to build trust with your audience?
Blog: There’s no doubt that blogs are the best starting point for content strategy as they allow for simple content production, and syndication of your message.  Search engines gobble up blog content.  Blog content can easily be delivered through other channels like e-books, workshops and guest articles.

Social Media: Step one – claim your stake with profiles on sites like Facebook, LinkedIn and Twitter.   But don’t let that stop you.  Take it to the next step by claiming your place on communities like Entrepreneur, Inc., or even Business Week.  Creating these profiles and optimizing links back to you site plan an important role in content strategy publishing.

Testimonials:  Third party testimonials may be the most powerful tool in your publishing arsenal.  Seek testimonials in a variety of forms including written, audio and video.  Share them on sites such as YouTube and Google+ to continue to build your publishing portfolio.

Reviews:  Depending on your specific business, sites like MerchantCircle, CitySearch and Yelp! can offer positive user referrals.  While never in control of reviews, overlooking them may prove more harmful than bad reviews.  One thing is certain, you’ll need to actively monitor these channels at all times.

Consider these two easy ways to educate your customer with content.

Seminars:  Today’s consumer wants their information neatly pre-packaged for easy consumption. Seminars, workshops and presentations are everywhere – both online and offline.  Once engaged, these channels provide a great opportunity to really engage your audience.  Taking your white paper or ebook and turning it into a 30-45 minute, value-packed presentation may be the most cost-effective way to both engage and convert casual leads into loyal customers.

White Papers & Ebooks:  In communicating their brand story, documenting the values and views are effectively done in the form of a white paper or book.  This content needs to highlight the businesses truly unique values including why it exists, what it will accomplish, and ultimately – it’s special purpose.

This is certainly a short list of ways and channels for you to reach new, actively engaged customers. What are others you might be using that are working for you?

Once you’ve developed your specific system of content publishing that works in unison for your brand, maintaining and growing our channels becomes a fun and welcomed task, instead of one to dread and avoid.

Gather ‘Round The Brand Fire


Since the very dawn of man, we have gathered around fire to share and communicate.  Today’s complex network of media channels have replaced the tended campfires of old, but the process of communicating via emotionally engaging and meaningful stories has never changed.  Even with today’s technological advances, we crave the basics of meeting our needs through sharing the emotional journey of a good story.

Everyone can agree that, at its deepest core, great marketing and advertising is basically good storytelling.  The most memorable ads whisk us along a journey that appeal directly to our wants and desires.  The fire in messaging is sparked by connecting your product or service with the desires and emotions of your specific audience.  When that emotional connection is made and the timing is right… the story brings a flood of emotion into their reality.  Reality is much more than an advertising promise – it’s an experience they’ll come back for time and again.

Today’s marketer has a much bigger toolbox at their fingertips to help communicate these engaging brand stories.  In combination: online/offline ads, events, websites, retail spaces, public relations and social media, all play key roles and share the brand story telling experience.  Really understanding exactly how and where to target your customer…where they routinely and comfortably consume media and would welcome your story, is key to effectively positioning your brand’s story.

How do you craft a successful brand story?

First…you must understand how your brand’s services or products really connect with your customer’s basic emotional needs.  Everyone has deeply rooted emotional needs on a variety of levels, your job is to connect the benefit of your brand directly to that deep desire.  Even if the need is not physically oriented, nearly everyone seeks prestige, acknowledgement or pride.

Once you honestly understand the subtle values and emotions you’re connecting your story to, research to learn two things:

1) What media your potential customer may physically be exposed to your story, and

2) What is their emotional state is at the time their engaged with that media. This is critically important, because no matter how engaging your message may be, if it’s not delivered at a time that is open for reception, the message won’t resonate at all with your target audience.  It’s one of the simple, basic needs we all increasingly have in today’s mash of brand stories.

Finally, make sure your brand story is consistent about your story – no matter what campfire you may be gathered around.  Inconsistency in the subtle nuances of your story degrades the power and impact of your emotional connection – especially if it’s changed again and again over time.

Every brand has a story… including your personal brand as well as your business’ product or service. Engage your customers with an captivating, emotionally connected story that speaks to their specific desire, and you’ll begin a conversation that will develop loyal fans, referrals and sales for years to come.

Do you have your brand’s story written out in detail?  Is it as concise and engaging as it can possibly be?  Do you really know if it’s resonating with your audience? Or are you honestly just guessing because it resonates with you? 

If you’re confident you can consistently engage your audience with an emotionally connecting brand story  – you’ve taken the first important step toward building a growing community of loyal fans and customers.

Cowboys Need Branding Too


I’m constantly amused by the fact that the business we’re in is often the most confusing and misunderstood – and yet it’s the goal to clearly communicate our value to business.  After all, branding is developing the strategy and communications foundation for marketing, advertising, public relations and social media.  And yet…when you suggest to someone they could stand to re-brand themselves or their business – the first think they think of is a new logo treatment.

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

With that rather broad description of our craft, it makes sense to understand that branding is not just about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

  • Delivering your message clearly and succinctly (i.e. the “30 second elevator pitch”)
  • Confirms your credibility and uniqueness in your market
  • Connects you emotionally to your target prospects your target prospects, motivating them to action
  • Establishes customer loyalty to the point of referrals to more prospects

To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact – or “touch points”.

It’s true that your brand resides within the hearts and minds of customers, clients, and prospects. It is also true that your brand is the sum total of their experiences and perceptions, some of which you can influence and some that you cannot.

And yet… most businesses skip this critical step when marketing their product or service.  It’s critically important to spend time investing in researching, defining, and building your brand – BEFORE you begin to communicate it to your eagerly awaiting public.  After all your brand is the source of a promise to your consumer –  it’s a key foundational piece in your marketing communication and one you do not want to be without.

Take the time to clearly define your brand’s true values (not the ones you think it has) before you begin your outreach and communications.  It’s not only time and money well spent, but will save you countless hours defining and redefining your brand message in the future.

We have a tried and true process for helping you define your unique brand – or even reposition one that you’ve built for years.  If you need help, we’ve got the experience and team that’s just right for you.

6 Important Brand Strategy Steps


Spring is in the air, and this is the time of year businesses are energized about meeting and exceeding their goals.  I like to call it “new better bigger stronger” season.

It’s also time that many businesses consider a change in their marketing efforts and presentation overall to help reach new prospects and customers.  Many brands go as far as consider developing a refreshed positioning message overall to upgrade and uplift their communications to new potential clients.

If you’re one of those thinking hard about your brand’s real position in your market today, there are a few simple steps you can take that will get you down the path to a good start:

1. Conduct A Comprehensive Brand Audit: Take the time (and a survey) to listen in on how your prospects, customers and employees/vendor really perceive your brand.  This feedback is critical to discover any “disconnect” between what you think you’re conveying, and what they’re perceiving.  Once you find the gaps in your strategy, you can make appropriate changes for resolutions.

2. Take Time To Create Your Brand Architecture: It’s important that you take time to really define your unique value position, and prioritize it’s very specific features and benefits. Now is also a good time to define some important keywords that you’ll target your communications with for search engines and your various audiences.

3. Develop A Brand Strategy: Take the findings of your unique architecture and match that messaging with your various target audiences.  Make a list of where you plan to find and engage them, and what type of media or marketing support you may need.  Consider every possible media channel you can think of, from public relations and social media to traditional and interactive media.  Write them down and make a list!

4. Create Your Brand’s Story: By developing and writing out your compelling story that addresses your brand strategy, you’ll begin to be prepared to communicate with your market.  Be sure to think from your target audience’s perspective, and not from you own as an owner or employee.

5. Determine Your Brand’s Visual Requirements: Now for the fun part – from selecting colors, type styles and logo characteristics, you must visually reinforce your brand at every step of the way. Perhaps it’s a tweak of your existing logo that’s in order to update it, or an entirely different visual brand is needed – now is the time to make and execute on that part of the brand process.

6.  Develop Your Brand’s Operational Requirements: From logo use, to how the phone is answered – it’s important that you communicate the tone of the first five steps to every single person you engage.  Consistency is key to branding – and you now have the power behind your brand to communicate it with confidence.

Complete and document these steps with care, and you’ll not only see how you stand out from the competition, but you’ll be laying the foundation to grow faster than competitive brands in your same category – even in your same smaller community.

The biggest brands in the world know from experience that a well-defined business brand will generate more leads, rapidly accelerate their sales cycle, and create solid returns to their bottom line in faster time frames.  No matter what size company you are, the same principles of success apply to you.

If you’re like most of our clients and need help clearly defining and positioning your brand, we’re here to help.

4 Pinterest(ing) Reasons To Build Your Brand


(ING)

Unless you’ve been huddled under your own little social media rock without outside contact, you’ve probably heard of Pinterest by now.  Considering its staggering audience growth as the brand is exponentially building a following from today’s 7.2+ million active participants.  Launched in 2010, the Palo Alto based company has secured a solid place in today’s online marketing mix; especially for very specific, key demographics.

It would be impossible to review all the potential uses of the largely visual platform in one blog post, but suffice it to think there are some basically good reasons you should explore adding Pinterest to your social media marketing mix:

1. SEO Goodness:

With each image/photo you publish on Pinterest, you can link back to the image’s original online location, which in turn can help your search engine rankings.   Links back to your website on various boards do count toward your inbound link strategy.  Be sure to use easy keywords in your descriptions to aid in making it easy for others to locate you online.

2. A Viable Social Media Channel:

I know…we all agree…how many social media channels can one person, let alone business, keep in motion successfully?  The options without professional content help can feel overwhelming, to say the least.  But… it’s called social media marketing for a reason; with Pinterest now playing an increasingly important role for some brands to be visible, and connected to.  Unlike Facebook and Twitter, this channel takes little time to develop and maintain – and is simple to navigate and use.

3. Reach A Specific Target Audience:

Pinterest itself says it best: Redecorate your home! Plan a wedding! Find your style! and Save your inspirations!  Clearly – the main audience on this channel is female, and interested in sharing their many stages of lifestyles and dreams.  But that’s not the only audience on Pinterest, just the most prominent.  Your audience is likely there and just now developing into a cohesive chain of professionals and individuals with your specific likes as well.   The better news is, it’s viral.  Once you’ve been “repinned”, that audience is now connected to your visual identity or interest – and on your brand goes without much effort to like-minded/friendly potential followers.

4. Bonus Bennies

It’s easy to use. Known social contacts from other channels will join you and help spread your brand images (personal or professional) by “re-pinning” and sharing with their network of friends.  Although you do need to keep an eye on your Pinterest site(s), it’s much easier to simply pin images with brief notes and links than having to write a blog or maintain conversations and comments (like Facebook and Twitter).

Jump in to Pinterest, and start discovering your own path to the benefits of this free, new social channel. While you’re there, stop by and say hi.

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