What is Social Branding?
Social Branding is a marketing technique that involves the elements of interactive Social Networking and Social Media with traditional marketing techniques in connecting a consumer with a specific brand through the current Web 2.0 platforms that have become standard in today's most popular websites and niche communities.
What can Social Branding do for my company?
Social Branding can actually save the life of a company that is barely hanging on to it's hinges. Social Branding links a consumer to a brand in a responsive way. The brand is then able to communicate with the end-consumer and customize the brand to the need of the consumer, who in turn needs the goods and/or services that the company has to offer.
Social Branding gives a brand "life" in establishing an archetype, or persona, to the brand. This helps the end-consumer latch on and associate the brand as an important part of their life and the "go to" for that specific need. It helps in creating an actual and personalized bond with the end-consumer and leads to further Word of Mouth Awareness and Viral Awakenings that will lead to a larger consumer base and much larger ROI for the brand over time!
What is a "Promotions Web?"
Shorty Produkshins has what has been dubbed a "Promotions Web" by Jessica Abraham, founder of the company. A Promotions Web is the 2010 version of a barter marketplace. Each brand has something to offer the other brand without the need for monetary compensation, as this will come through lent and traded "favors." Through the Promotions Web, client brands of Shorty Produkshins have the opportunity to sponsor each other and/or become a sponsor of a particular company in exchange of Word of Mouth and Promotional Interests. This may be made through contest prizes, giveaways, or services traded amongst one another, saving marketing budgets from major expenses and gaining new found exposure in the process. The Promotions Web also includes those that can help build a brand's appearance on the web, and in general, at low costs and great qualities (i.e. Photographers, Videographers, Producers, etc.).
How will this help me get a Major Label Deal?
While there is no promise that you will even be acknowledged by a major label, Shorty Produkshins, itself, does have major label attention by scouts, A&Rs, producers and so on. The services provided by Shorty Produkshins, however, build and strengthen a brand to be taken more seriously and professionally, often sweetening the deal being offered to the client by a major label, IF this event should (and often has) occur.
What is the standard process of Social Branding?
In order to actually see some progress, you must understand the Social Branding Process. While each brand will be under a customized plan based upon needs and nature of the brand, there is a standard process for brands who already have basic ground (photos, media, etc.) . If there is a need for a website,and it is a must to have one built prior to the branding process or at least have had a "coming soon" landing page set, one can be built. This is for SEO (Search Engine Optimization) Efforts... This will be explained further down...
After media and questionnaires have been sent to Shorty Produkshins for building and planning, social network pages will be created (some old and some new), Adwords (Pay-Per-Click and Search Engine Marketing Techniques used for SEO) will be set up, networking and brand monitoring will begin. This may take anywhere from a week to a few months. From there, the excruciating work has been complete and the dirty work begins. While continuing the set processes in a repeat motion, brand conversation will begin between consumers, including daily-to-weekly blogging, press releases, bulletins, messaging, commenting, tweets and company & status updates. E-mail and Referral Marketing will begin with referrals, trendsetters and brand loyalists (the growing following of a brand). All the while, mass target audiences will be reached.
We can't tell you everything due to disclosure of trade secrets, but once past the preliminary stages, expect ROIs (Returns on Investments) to start pouring in!
Couldn't I do this on my own?
Can an asthmatic breath without an inhaler? Yes, but for how long? How affective will your marketing be? How do you balance the marketing success of your brand and the operations that it takes to be top notch, while many will begin with a second or primary form of income that has nothing to do with this brand. No offense to asthmatics! I am one of those!
Basically, if you give special attention to your baby, it will thrive and grow into a wonderful being. Give your brand invested interest and the best of the best by leaving us with the rest! And then, YOU can rest! Team members, the Promotions Web, and Staff are specialized in their particular fields. We don't just dibble-dabble in everything. Remember this phrase, "Jack of all Trades are Master's of None?" I know it's hard. But, remember, a one-man-band can only play so many instruments at a time and efficiently! What if the horns need to join a keyboard and guitar to the beat of a full set of drums? That line is for you musicians out there. Sit back and enjoy the pamperment of your baby, the brand itself and the surprises to follow!
What is SEO (Search Engine Optimization)?
Oh, my goodness! Where do we begin? Think of Google. When you use Google, you type in a keyword and/or phrase that allows you to pull up about a million (exaggeration) sites that are related to your search. There will be many similar sites that will appear in the search engine for a user to chose from.
Let's take "Shorty Produkshins," for example. How do we make sure ShortyProdukshins.com appears before any other page including "shorty produkshins" in the body in the search engine? How do we make it the number one choice for searches around the World? This is done through Search Engine Optimization Efforts and continued tailoring of this SEO through the life of the website. Search Engine Optimization also cuts the cost of SEM through Quality Control.
How does Shorty Produkshins set themselves against competitors?
There are many ways that Shorty Produkshins sets themselves against competition. The following list contains values that other companies may or may not be able to offer clients. But, these companies do not offer all of these values as a package:
What is the difference between "in-house" and "outsourced"?
3. Promotions Web
6. Training and Education
7. The "Inside-Loop" of the Industry, Breaking Events, Gossip and More.
8. International Clientèle, Consumer Bases and Exposure
9. Major Label Attention
10. The Importance of Working on Low Budget Projects
11. The Experience and Ability of Working on High End Projects
12. "In-House" staff for many services
13. Brand Loyalists
16. Early Adopters of New Technologies
17. Niche Focuses
18. Specific Service and Service Bundles Offered
[adj. in-hous; adv. in-hous]
within, conducted within, or utilizing an organization's own staff or resources rather than externalor non-staff facilities: in-house research; Was the ad created in-house or by an outside advertising agency?
verb (used with object)
(of a company or organization) to purchase (goods) or subcontract (services) from an outside supplier or source.
to contract out (jobs, services, etc.): a small business that outsources bookkeeping to an accounting firm.
verb (used without object)
to obtain goods or services from an outside source: U.S. companies who outsource from China.
Thank you Dictionary.com!
What are widgets and applications? Why are they important?
People don't seem to notice the difference between widgets and applications these days. A widget is usually an embedded social media tool or item that has, indeed, been embedded onto a web page, social networking profile, and so on. These items are easily able to be updated all at once by the creator in a moment's instance, no matter how many of the same widgets are "floating around" in cyberspace. Some of these are customizable, but for the most part are only customizable by the main source and/or account holder that the widget originates.
Applications are often stand alone units and pages that are more intellectual in that they, yes, can be updated simultaneously with others but are able to store personalized user settings and information based on the end-consumer's preferences. These are often found on Social Network sites as "toys" and/or on cell phones, as an additional accessory to your mobile operating system. For the most part, these will only be updated by manually updating the information found on them, connecting directly to friends, or updating the application, itself.
Custom widgets and applications are excellent for "on-the-go" or as a showpiece to one's Social Network Profile. It easily updates users with your brand's latest news, products, music, etc. Applications and widgets provide users with constant interaction with your brand and lead to brand loyalty. They are viral and often lead to unintentional Viral and Word of Mouth Marketing successes.
Application and Widget Marketing allows Brand Loyalists to be notified (only if you choose) where your brand will be that day and/or night (i.e. events, concerts, stores, etc.). It also allows users to "friend" you, obtain tickets and coupons from your brand based on GPS location. It gives a new meaning to brand awareness through participation, status updates and so on. If you aren't using this form of marketing NOW, you better think about doing so very soon!
Why a mobile site?
In comparison to 2009 and the TOTAL balance of complete Internet usage on a mobile device, as compared to a personal computer, 40% of our current population chose mobile usage in 2010. This is up almost 10% from that of 2009. You also must consider the number of users that are using BOTH platforms and that are being left out of the equation. Take this fact and expand upon it.
If you do not have a mobile site, any source of mobile revenue coming into your business, and/or any mobile presence whatsoever, you are cheating your company out of accruing a lot of money each day! While it is imperative to have an HTML and/or Flash site in 2010, it is also imperative to have a mobile option for users to find your brand, while stuck in rush hour traffic, in class, on the bus, waiting for the bus, waiting for their children to come out of soccer practice, in a studio session and so on.
You must also consider, your brand can make a totally different revenue stream that may actually pay for your marketing, altogether, leaving you with a wonderful ROI from your branding needs. These revenue streams come from streaming broadcasts (see revenue streams for promotions), mobile downloads(wallpapers, screensavers, ringtones, mp3s, mobile video, applications, etc.), and through mobile e-commerce (mobile sales"on-the-go") to that person who is rarely home to use a regular computer to make purchases or learn about new brands.
Why have my own social network?
This is not a necessity, but it DOES do something for your brand. It does something major. It connects users that are your brand loyalists to each other, allowing them to conversate and give truthful feedback about your brand and brand ideas. Think of it as an on-going brainstorming session. These people are also recruiting their friends and family to become involved in your brand to become part of this new found niche. You are able to gain more insight as to your actual audience, reach, demographics and psychographics. You learn your audience and can become familiar with them on a one-on-one basis.
Personalization leads to the best Viral, Word of Mouth, and Branding Successes. You are also able to use this for barter with the Promotions Web of Shorty Produkshins to offer your following incentives and contests to keep them interested in your brand and returning for more. The more they return, the more often they will see your new products, services, and events being posted.
What are some example revenue streams for promotions?
Well, this takes all the fun away from the process... But, a sneak peak into our world would let you know that this includes the streaming of your music and/or videos through Online Radio Stations and players that are paid to the artist through royalties paid by National Brand Advertising and Sponsorships. This brings about brand awareness, using our secret technique, and will make your brand a few extra dollars in the process. Many of these streaming stations can be found on the Internet, mobile devices, video game consoles, stand alone units and so on. There are other brand awareness revenue streams that we really can't talk about here, including ones that may provide services and products in comparison to monetary benefits that may also help out the brand in many ways. Just understand under Non Disclosure, we can discuss this and how to create brand awareness and promotion through viral means.
What is Event Marketing? How will Event Marketing strengthen my event, venue or brand?
Before we answer this question, ask yourself, "How do I separate my event from the twenty other high profile events and three concerts going on in my city this Saturday night?" Without arrogance, do you have any idea? Come to us... Once again, we can't tell you how or this will give away our trade secret; but, if we market, they will come.
Event Marketing would be done Online through Shorty Produkshins. Street teams could also be hired through Shorty Produkshins for the public footwork and Guerrilla Marketing. One thing people refuse to believe is how important Online Event Marketing and Mobile Event Marketing (both done through Shorty Produkshins) is to an event. People will throw a flyer away as you give it to them, because they do not want to carry it around on their night out - or they lose it. Online Event Marketing cannot be thrown away and will keep re-appearing to the event-goer, who is searching out events for a certain location on a certain date and time. Also, events will automatically be sent to the mobile devices of many users, based on their activity on that mobile device and/or GPS location within the vicinity of the event... AS it is happening! People like to"bar-hop." What about "event-hopping?" It's then up to YOU to keep them at that event!
Event Marketing reacquaints a community and the net with specific brands on a basis based on the events you are affiliated with. Event Marketing can help many other facets of your Online presence that we cannot go into AT THIS MOMENT. Also, Event Marketing alerts brand loyalists about your participation in the community and allows them to go out and be more personable with the brand.
How can you help my venue?
Let's discuss this UNDER a Non Disclosure. However, read into the rest of this Q&A for more answers.
What is SEM (Search Engine Marketing) and Adwords?
Search Engine Marketing, Pay-Per-Click and Adwords are so synonymous on many different levels, but they can actually be different. Pay attention. Adwords is Google.com's method of SEM. Facebook has one, Yahoo has one and MySpace uses Google's! Pay-Per-Click Marketing is SEM but isn't just Adwords! Other than Search Engine Optimization, let's explain SEM.
Search Engine Marketing is the process of improving the placement of a website in a search engine. It is also a short cut in helping to improve the Quality Score of an advertisement in Google. Quality Scores can help improve your Page Rank, Brand Reputation, web site's worth and value, search engine trust in your site and the actual cost of your SEM which could cost less than that of your competition. This will be explained once in business negotiations with Shorty Produkshins. However, SEM is very important and beneficial to your company.
Search Engine Marketing is almost like taking a highlighter to your brand's website and/or social presences by creating sponsored links and/or Pay-Per-Click advertisements that stand out, and usually within the first few pages of the search engine. So if your company's brand is buried deep into the search engine listings, this is one way to improve its actual placement in these listings while driving traffic to your presence.
What are live streams?
There are many forms of live streams. Shorty Produkshins uses all of these streams to create a great branding process for each client. These include Online Radio Stations and playlists, live chat feeds and video broadcasts. This includes live conferences and so on. A lot of these are actual taken and made into additional revenue sources for the company.
What is the difference between a Social Media Release and a Standard Press Release?
The more press for a brand, the better! In today's world, less people like to read. They would rather be fed audio, video and/or photos. Yet, there are still so many that do love to read and many engines and websites that only use text or RSS Feeds to transmit news to readers and the media alike. Social Branding favors the Social Media Release, because it allows a traditional press releases to be aesthetically customized to the actual branding elements that the brand displays (i.e. color, logos, symbols, etc.). These SMRs also give links to communication, social network presences, Social Bookmarking and websites associated with the brand. SMRs often provide video, audio and photography relating to the news story and the brand, itself, to be shared in publications, blogs and editorials Online. A standard press release only includes text and contact information in written form.
What is brand blogging, and why is it important?
Brand Blogging is important to a brand because it gives a brand the opportunity to document activities, news, and developments of the brand in an Online journal. Blogging helps SEO and helps to create Brand Loyalists through storytelling. These people will come to the site JUST to see what is new with your brand, as it gives it life... personality... a character. This is another way of proving that this company is legit and professional. At the same time, media and news reporters have great material to work with! Brand Blogging puts a damper on rumors, as it is the "go-to"source for everything YOUR BRAND. In addition to this, it builds up your brand's credentials, improves business relationships, and builds expertise in whatever it is you decide to blog about! This will all strengthen the brand, itself!
Why do I need consultation?
Many people overlook the need for consultation. Through J. Abraham Consultants, Shorty Produkshins' own consulting, we can provide services for Internet Marketers who are unsure of a technique or new technology, aid in the marketing to"do-it-yourself" brands and marketers, and see if you are even ready to begin the Internet Marketing process and if your budget even allows it. You should never engage in the services of ANYONE without meeting with a consultant, first, to see what type of marketing you need and if you are even ready to release your product, brand and/or service to the public. Hanes aren't right for everyone; there is always Fruit of the Loom!
Are you looking for artists?
No, Shorty Produkshins is only looking to promote artists who engage in the services provided BY Shorty Produkshins under a contractual and monetary agreement.
Where can I send my demo?
Shorty Produkshins is no longer a record label and is NOT accepting any demos. However, pay attention to the social presences of Shorty Produkshins and ShortyProdukshins.com for producers who use the services of Shorty Produkshins and to where you can send a demo to THEM!
What happened to Shorty's Playground?
The Pittsburgh location closed in April of 2009 after Shorty Produkshins moved to Atlanta, GA. It was set to re-open in August of 2010 in Orlando, FL, but has since been reconsidered for undisclosed reasoning.
What are mixtape sponsorships, and how can they help me?
Shorty Produkshins has, in the past, released mixtapes to the public which included Shorty Produkshins artists, collaborations, producers and affiliated labels/artists. Shorty Produkshins evolved into an Online Promotions Company and began to sponsor and promote the mixtapes of Shorty Produkshins Clientèle on sites like DatPiff.com (the "go-to" source for Mixtapes and Mixtape Streams). Shorty Produkshins also takes the product (the mixtape) and promotes it as if it is its own brand. The artists on those works are then promoted to the public and new found fans gather to the social presences of those artists.
Shorty Produkshins has begun to shape and mold new opportunities for 2010, going into 2011 for mixtape sponsorships, including revenue generating opportunities. For those interested, contact firstname.lastname@example.org. However, please do not contact Shorty Produkshins if your quality and talent is in question, because these projects have to be released to the public as a polished product. No offense.
How can Brand Monitoring help strengthen my brand's reputation?
Shorty Produkshins now includes Brand Monitoring as an added stand alone service that is also part of the full social branding package offered. Brand monitoring is the act of monitoring a brand based on search engine results, blog posts, bulletin posts, reviews, social network conversation, press and reviews. Shorty Produkshins uses special practices in combating as much negative commenting, feedback and rumors of the brand as possible. Also, Shorty Produkshins will encourage positive conversation and feedback to overpower any negative feedback that is inescapable. Stop rumors and bad press in their paths. Listen to your consumers wants, needs, difficulties and suggestions. Make nonbelievers transform into die hard fans! This will strengthen your reputation. No feedback and comments are better than negative ones! Remember that!
© 2010 Shorty Produkshins, Jessica Abraham.