https://genm.co this is a social media marketing presentation I did for an internship I am hoping to get. I focused on Brand Building and how to do that the most efficiently through different social media platforms

1. Brand Building Through
Social Media Marketing
Matthew Marchand
Providence College 2018

2. Brand Image
- How your consumers view your products and
services
- The use of social media marketing can be an
effective way to “build your brand”
- Maintaining a consistent voice and mission allows a
company to build a sense of trust amongst
consumers
- Ex: When you think of Apple products the first thing
that comes to mind is innovation

3. Niche/Target Markets
- Knowing your niche market (profitable
subsegment of a target market) helps
narrow down the marketing efforts to the
best fit individuals
- In order to properly take advantage of a
niche market you need to identify it and find
the proper way to grasp their attention.
- Different social media platforms are used to
market to separate niches

4. What Platform Should I Use?
- Facebook and Twitter are used by companies who focus on direct contact with their customers (more
personable and interactive)
- Instagram is better for companies with a focus on the beauty of their products, it is more picture based
compared to content based
- Pinterest is more geared towards women, so companies selling women’s products/services should create
these accounts
- YouTube is a good platform for companies who rely heavily on a video marketing strategy or sell video-
capturing products (ex: Gopro)
- LinkedIn is a stronger choice for promoting business-related content and connecting with other corporate
influencers if you operate a business-to-business company

5. Provide valuable and shareable content.
Strong brand reputation is dependant on creating useful content
that viewers will want to share, instead of posting content to meet
arbitrary publishing calendars or that covers subjects only you’d
want to read
Keep in mind:
- Every single piece of content you share should support your
brand image
- Research and look at your data to see which content is most
likely to gain visibility on your social networks. Images may
resonate better with your audience than blog posts
- See what others have done to create successful posts, then
go create your own better version

6. Influencers can be Key
- Influencers are individuals who are seen as leaders in their communities who are hired by marketers to
drive their brand's message to the larger market. Rather than marketing directly to a large group of
consumers, you instead inspire / hire / pay influencers to get out the word for you.
- These people have large followings on their social media accounts and if you can get them to wear, use
or talk about your product or service in a positive light then their followers will most likely adopt your
product as well in hopes of being more like that individual.
- Marketers should use these influencers because they have the potential to have the same reach as a
prime time advertisement but do not need to be paid nearly as much (currently)
- These peoples content is sought after and is not forced upon people like other advertisements, that
makes this the most efficient marketing tactic in my mind.

7. Promotion: The Biggest Struggle
The biggest struggle of social media marketing is the process of promoting
your accounts. It is hard to gain an initial following but some ways to go
about doing it include:,
- Word of mouth which is efficient on a small scale, but it has a very
limited reach
- If you have other social media accounts or websites, it is a good idea
to promote your new pages there. It will help get the word out to
current customers
- Leveraging influencers to promote your pages can be the most
effective. They have the largest reach and most “influence” on their
followers
- You can also pay for advertising on other “big name sites” that have a
lot of foot traffic. You just need to make sure the ad resonates with
consumers so they do not pass right over it

8. What I learned from GenM (Highlights)
Brands create a set of perceptions that represent a company
Finding the proper niche market is essential because it allows companies to narrow down marketing
efforts in order to save money and attract the most consumers
You need to present your trademark consistently so you can maintain trust amongst consumers
There are six things you need to take into account when creating a name for your brand: syllables,
phonetics, imagery, negative associations, searchability and story.
Your brand voice should speak directly to your audience in a way that is relatable and identifiable
When selecting brand colors, you need to pick colors that will represent the theme of your brand, also
keep in mind that some colors are universally associated with certain feelings
When creating a brand logo you need to make sure the image is representative of the theme of the
brand. Also avoid creating logos that are similar to other brands (be original)

9. For more help with your social media marketing, visit GenM.co