Here’s the deal on social media and branding. If you have a brand strategy you need to prove it in social media. Every day. Random posts diminish your brand. The brand strategy framework at What’s The Idea? is one claim, three proof planks. If you are posting with pictures on Instagram, you need to be hitting your proofs. If you are creating some sort of engagement post on Facebook, hit your proofs. Sharing news on Twitter? Yep, tap those proofs. Pinning a crafty thing? You get the idea.
Every day I look at companies and brands who are active in social media and can’t figure out what there are trying to do strategically — other than put more social flotsam into the ether. And please, please don’t think this claim and proof array approach is limiting, It’s not. It’s freeing. It’s less random. Your goal is to put deposits in the brand value bank, not confuse your buying and prospect publics.
Find your brand strategy, then live it every day. Your custies will thank you.
Tags: 1 claim 3 proofs planks, branding tips on facebook, branding tips on Instagram, branding tips on pinterest, branding tips on social media, branding tips on twitter, one claim three proof planks, Social media best practices, social media tips, whats the idea, whatstheidea
April 23, 2018 in Marketing
In one of Hilary Clinton’s campaign speeches on the topic of “playing the women card’ she uses a meme-able statement “Deal Me In.” She liked it so much she used it repeatedly in her Democratic National Convention speech. In context, it was a wonderful, powerful sentiment. It became a campaign theme and meme. A […]
April 20, 2018 in Marketing
Social Media is a great tactic for marketers. But how great is yet to be determined. There’s a famous quote from John Wannamaker who once said, and I paraphrase, “I know half of my advertising is working, problem is, I’m not sure which half.” If retailer extraordinaire Wannamaker says only half his advertising is working, […]
April 19, 2018 in Marketing
The hottest advertising topic of the day is digital ad privacy. Mark Zuckerberg brought his suit to Washington last week to answer questions about privacy before Congress and now those interested understand they can turn privacy settings on. Where and how to do it may be a bit of a slog, but at least they […]
April 17, 2018 in Marketing
When I ask new clients “What is your product strategy?” I get a funny look. Typically, they respond with something like “Make the best possible product, meet the specific needs of the customer, and provide it with a level of service the exceeds their expectation.” Or some such goulash. Even service companies will use similar […]
April 13, 2018 in Marketing
Kylie Jenner’s makeup sold $420 million in 18 months with minimal advertising beyond her Instagram posts. Her lip kits and eyeshadow palettes, at one point, retailed for $27 and $42 respectively. At a street fair on Long Island teen girls were falling over themselves to buy the stuff. The police showed up after a while, […]
April 12, 2018 in Marketing
“According to several studies, showing or simply feeling gratitude has mental health benefits, including promoting a happy frame of mind.” The New York Times, Of Interest column, 4/12/2018. As I think about all the brand strategies I’ve written, I’m hard pressed to come up with a claim and proof array that ties to gratitude. […]
April 11, 2018 in Marketing
Mark Pritchard, Proctor & Gamble’s CMO has asked Publicis, WPP and Omnicom to create a hybrid consumer agency to service a portion of his North American business. The collaboration, he hopes, will yield better creative and better economics. (Insert silent giggle here.) When the boss asks for something and is willing to pay for something, […]