Sarah Parmenter kicked off An Event Apart: Online Together with her talk about building brands online. Because this year I used Twitter’s threading / topics feature, it’s giving me 2 tweets in each embed I do here. I’m embedding every other tweet for readability.
First up, Sarah Parmenter on Building Brands Online #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
It wasn’t until 2007’s explosion of facebook pages that we saw business and social media starting to overlap. Companies still haven’t really nailed the overlap and interaction. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
The job is so far from a starving artist. Pay of $150,000 is not unusual. It’s complex and an entire new genre of entrepreneurs that handle branding building confidence and professionalism. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
Visual design is no longer heavily weighted by how our websites, etc. look. Only 45% of people interact with our companies first – 55% are on other sites. 35% of consumers prefer to purchase directly on social media. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
How do we best emote feelings from our users? We tell stories. This needs to be our top priority. Find your story, then try the content. It’s usually how you’re telling the story that’s the problem. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
It’s exceptionally difficult to get this right. Pace, vast amount of content to produce, make it difficult. it’s rarely about the actual product. Unless you can explain why to purchase – be engaging – your online branding dissolves to pretty pictures #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
Sarah sees: Take a photo, post across multiple accounts, then see how it does soon different place. Then push what works on network A to all the other networks. Constantly switching tracks, no testing, digging a lot of holes. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
It should always be about engagement of an individual post over the aesthetics of a feed. Don’t get hung up on the idea of grids to the detriment of everything else. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
Education and entertainment rarely work together, mostly one or the other. If you’re starting out or refine branding, don’t cross lanes with these two subjects. Pick one, build an audience, pepper in some of the other type once you’re established #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
Sales messages will turn people off. If you start to stray too far from where people started following you. Your values as a company hold massive storytelling potential as well. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
Plan for long form content first, then cut it down to small sections to repurpose. Break down into 12, 30, and 60 second videos, youtube content, audio content, articles, blog posts, etc. that came from one long form product. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
Being one-dimensional (one social media channel) is safe – but if something happens to the one you chose, where are you then?
Which platforms best support the story you need to tell?
Are your users hanging out there?
— Anne Gibson (@perpendicularme) October 11, 2021
“What value is this to the user?” is one of the most critical questions to ask to get rid of bad campaign ideas. Every second you’re taking up has to be valuable to the user in some form. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
80% of users say if they have a positive interaction they’ll go on to buy from them. But users are suspicious of company interactions. We know it’s all about commercial gain. Celebrate individuals, not brands. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
Not every user is a superfan of your brand. Your brand is 100% of your focus, it is *not* 100% of your users’ focus. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
Viral loops become really annoying once you can see them, and you can’t unsee them. Don’t miss great and natural ways to brand organic social viral loops #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
Trading of virtual sneakers on the marketplace, rare sneakers in the game also draw attention. #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
I don’t make it particularly clear in the next tweet: Sarah discusses an online game / company called Aglet.
Burger King sponsored a team at the bottom of the UK 4th division football game. Got them a place in FIFA 2020, the most played video game in the world.
Wanted users to try burger king via uber eats. Free large fries if wearing a jersey when scoring a goal #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
Burger king challenge ran 2 weeks, billions of impressions, thousands of shared videos. The owners of the club said it’s the biggest team online thanks to burger king’s sponsorship #aeaot
— Anne Gibson (@perpendicularme) October 11, 2021
Here’s a PDF of this post (which might not be accessible because I’m using print-to-PDF to generate it, my apologies) in case Twitter kicks it and all the tweets disappear.
An Event Apart OT Building Brands Online by Sarah Parmenter – Perpendicular Angel Design