Just before I start, If you were confused by ‘p2p’ in the title it stands for People to People. More on that later.
I want to take a look at something that’s become very important to me recently – personal brand. In my opinion one of the biggest changes in marketing this last year or two (since social media) is the move from business brands to personal brands. There has been a lot of talk about whether you should promote your business through social media channels using a business account, or through personal accounts from staff within the company, or even a combination of the two. I’ve been sitting back studying the trends for quite a while now and have formed my own opinion on this given everything I know and have witnessed through the last year or two. I’m going to use Twitter for this post as it’s probably one of the easiest social media channels to look at.
So if you’re starting up a business or are simply just getting into Social Media how should you create your accounts? I believe there are a few good (not right or wrong) ways of doing this. My view is to research others then adapt these to my own requirements. Here are my recommendations for accounts to look at:
Take a look at the Ford US Twitter account – There is a guy called Scott Monty who heads up social media and under the Ford account, shares the responsibility for tweeting with a number of other staff there. They differentiate the tweets by using the ^ symbol followed by the initials of the staff member there. This has the immediate impact of personalising the brand. The bio clearly defines who does what so when communicating with them you feel like there is a personal touch (shown below):
“· Bio Drive One. This account is run by @ScottMonty (^SM) & @GwenPeake (^GP), Digital Communications, @JWard35 (^JW) @MSchirmerFord (^MHS), Product Communications”
ASOS the famous online clothing retailer take this a step further and encourage staff members to have their own accounts, preceded with ASOS_ – They appear to then build their own networks while subtly promoting ASOS if there is the opportunity (but not shoving things down people’s throats). This is another great way of spreading a brand message using a personal touch.
Dell Outlet use Twitter for coupons and promo codes for their outlet store. They were famously one of the first major brands to come out in public with a true social media ROI. They have other accounts for customer service and engaging users although interestingly they appear to now be engaging much more on this Outlet account (maybe someone had a word!). There is speculation over whether a social network should be used for pure sales like this and I certainly wouldn’t advise you try this if you’re in an SME without brand power like Dell, but clearly its working for them so one to watch.
At Optix Solutions we have a number of accounts – The main Optix account is used to promote client websites, site launches and news from the business. It’s definitely been harder to build followers on this account but we do see it as another strand to the businesses marketing mix. We also do our best to show our business personality promoting things like new staff, goals, achievements and events that we put on – like #optixhatday (where all the staff had to wear a hat) and #optixhawaainday (where we dressed in colourful clothing because of the rubbish summer we had). We then encourage our staff to create their own accounts and build their own networks. This is really important as a business because of the power in numbers. The more people we are talking to locally, the more know us, the more likely we are to pick up the opportunity to quote on work as and when it happens. None of these accounts directly sell, they simply build relationships.
Olivier Blanchard (The Brand Builder) wrote a fantastic post on a new classification of business p2p (person to person).
I completely agree with Olivier’s post and am really looking forward to doing business in a new ‘p2p world’ but for these companies to exist and flourish it’s vital that some of the more old school way of thinking is put aside and staff are empowered to concentrate on their personal brands.
Aren Grimshaw of Tonick Media summed this up for me at the recent Likeminds event in Exeter. He said, ‘The simple way of describing the use of social media in businesses is to draw the analogy with the traditional village shop where you walked in and the owner knew your name, what you bought each time and probably asked how your partner and kids were at the same time’. It’s all about personal service and personal connections. Nail this and you’ll nail social media channels like Twitter
These maybe basic, but for the starters amongst you here are my ‘Banksy’s top 5 tips’ for working on your personal brand online:
1). Use a picture of your face on social networks – where possible use the same picture across the networks for consistency. Some people like to show themselves doing something they enjoy (like sport) – This is fine if you can see the face too. It’s important to personalise a medium which could be seen as fairly impersonal. Don’t hide behind a silly avatar. I like to recognise who I’m talking too and then when I meet them in real life I know instantly who they are.
2). Be likeable – This goes for all walks of life – on and offline but is so important. Consider what people say about you when you’re not in the room – if you’re not sure or are worried about this, you may just need to think about your attitude a bit and work on it.
3). Be Helpful – Don’t spend all day talking about yourself or trolling other people. No one likes listening to someone else go on about themselves all day or belittling others. Consider what you can do to help your friends, family and colleagues now. Go and do something memorable for them this minute. Give value without expecting anything in return – it’s a philosophy that will stand you in good stead. On social media platforms like Twitter you need to make sure you’re retweeting people, thanking them when they retweet you and point your followers in the direction of information they would find useful.
4). Mix it up – Business and Pleasure – In my opinion it’s much easier to relate to someone if they are a mixture of business and pleasure. It’s far easier to get on with someone if you can uncover things that they like to do outside work and perhaps common interests.
5). Attitude – Ok, so maybe this is covered by some of the points above but it’s just so important to everything you do and how far you’ll go. Do you wake up in the morning full of life, go to work and love what you do? Attitude is catching – make sure you surround yourself with positive people where possible, they will rub off on you and help you succeed. In the same way, negative people will drain you – rid your life of these people.
So if you’re going to be a p2p company as Olivier’s blog sets out, you need to make sure you and all your staff (if you have them) adopt these values early and make sure they are ingrained in the fabric of your organisation.
P.S. We’ve partnered with the forward-thinking team at Like Minds to produce a White Paper on how businesses are (or aren’t!) using Social Media and we would love for you to be a part of it! All you need to do is take a few minutes to fill out the survey here: http://bit.ly/9FUt8W.
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