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Where is your Social Brand?Cultivating a Strong Brand Across
Web 1.0, Web 2.0 and Offline
Evelyn So
In the next 90 mins…
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IntroductionThe MindsetPart 1: Assessment
~~ Q and A ~~Part 2: Social Media Presence ~~ Q and A ~~ Part 3: Strategy & Plan
~~ Q and A ~~ Part 4: Social Brand
~~ Discussion ~~
A Story …
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Sarah K.
Jennifer H.
Brenda D.
Sarah K.
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??
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Bikes without Borders
A-Ha!!!
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It’s not about 1-way telling
It’s about the (Brand) Experience
It seems quick, easy and free to do
“Social” is a big part of the experience
I was never approached!
The Experience-centric Mindset
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A brand is a collection of experiences and associations connected with a
service, a person or any other entity.Associate a
brand with trusted resources (my friends, lots of Facebook members)
Pre-experience a brand (through convos)
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EXPERIENCE
Social Communication Ecosystem
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Decision Making Process
Involvement
Ambassador
Trust
Enthusiasm
KnowledgeEXPERIENCE
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Emotional
BRAND
Rational
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EXPERIENCE
The Influence
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Competing for …
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You are busy with …
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Pause and re-focus on this …
Part 1 : Assessment
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1.0 Why Assessment?
Need to where you are before going forward
Find out what you have and do not haveLay a solid foundation for Part 2-4
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Part 1 - What you will achieve…
A clear picture of your ecosystemgaps or inconsistenciesWhat you know (and don’t know) about your
audience
Immediate actionsQuick fixes
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1.1 What’s your Communication Ecosystem?
Your touchpoints include…Offline
Direct mailPosterEvents etc…
Web 1.0Website(s)Email & E-Newsletters etc…
Social MediaSocial Network (Facebook, LinkedIn, Twitter, etc..)Blog (shared, own, etc..)Social Sharing (Flickr, YouTube, Vimeo, Digg, etc..)etc…
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1.2 Any gaps and inconsistencies?
Can your audience find you?Can your audience “travel” through your system?Are there any
Inconsistent messages?Dated information?News distributed on some but not all channels?Inappropriate use of logo?Broken links?
Operation efficiencyDo you have a feedback loop to capture all info?Do you have a consolidated, accessible database?
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1.3 What do you know about your audience now?
You may already have info from..Through experience and insightsYour interactions with donors or volunteers
Any FAQs?When do you get a “blank look”?What are the toughest questions?
Surveys and PollsInterviewsEmailVolunteer Meetings
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Have you identified…Charity-Related I tell my friends this organization is …My main problem with this organization is … I say yes/no because/when … I attend this charity event because … I stop donating to this charity because … I am frustrated/confused because ….
Not Charity-Related (key for social web) I “hang out” at … (Facebook, Email, IM, etc.) I trust … I relate myself to …. I see myself as …
1.4 How well do you know your audience?
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Questions?
Part 1 : Assessment
Part 2 : Social Web Presence
Part 2 : Social Web Presence
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2.0 Why Social Media Presence?
Assess where you are on the Social Web …before building or improving your brandWhat’s your “reach”
Get to really know your audience Where are they?What do they talk about?Who do they talk with?Who are they connected to?How do they feel about your brand?
Lay a solid foundation for Part 3-4
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Our network is not that big yet
• You know more people than you thought…through networks of networks of networks
• Ecosystem - how many people on your mailing list are also on your Social Network?
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Your Connections(and their connections)
You
Cousin Johnny
LinkedInVolunteer
ColleaguesSchool
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Part 2 - What you will achieve…
A clear picture of Where you are on the Social Web, as a group and
as individualsWhere your audience isWhere/who are the connectionsWhat do people say about your brand
Immediate actionsEffectively build your networks for a stronger
presence
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What if my audience is not on Social Media?
• Have you asked or are you guessing?• E.g. Seniors are not tech savvy, they are not on
social networks. Or are they?• Gen X, Y, Z …
• Who will be decision makers and donors soon?• Who will be decision makers and donors in 10
years?
Note – it takes time to build a Social Media Presence (brand)
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Part 1 : Your ecosystemAre your staff, volunteers and donors, as individuals, on
Social Networks? Are they connected with each other?Do you have a volunteer community? Have you
extended your offline meetings to online conversations?Do people on Web 1.0/offline networks know about your
Social Media “homes”?Is anyone sharing – blogs, photos, videos, etc. with
friends..but not with your group?People who are interested in XYZ may also be
interested in your cause – do you know where they are? Are you connected to the influencers?
and many more..
2.1 Where is your “reach”?
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We cannot approach total strangers!
It’s not about blasting out messagesSocial Networks encourage meeting new friendsIt is NOT about telling; it is about
building relationshipsparticipating in conversationscontributing to the communitybeing genuine and helpful
TRUST, ENTHUSIASM, INVOLVEMENT, AMBASSADOR
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2.2 Do people talk about you?
SearchFollow (Blog, Twitter)
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2.3 What do people talk/feel about you?
Social Media Tracking & Monitoring Tools ($$)
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Questions?
Part 2 : Social Web Presence
Part 3 : Strategy and Plan
3. Strategy and Plan
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3.0 Why Strategy? Why Plan?
Assessment
Strategy
Plan
Execute
Maintain
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The danger of diving in
Assessment
Strategy
Plan
ExecuteMaintain
Start and StopFragmented messagesCostly operationNot responsive (backfire)Lose connectionsLost trustPoor Brand Experience
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Part 3: What you will achieve…
A clear picture of objectives, long-term and short-termWhy, What, When, How, Who, How much
A sustainable roadmapAvoid “diving into social media” disaster
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3.1 Social Brand Strategy
Social Media ≠ MarketingSocial Media ≠ CampaignSocial Media ≠ Another way to do PRSocial Media Strategy ≠ one size fits allNot all Social Networks are suitable for you
(don’t be pressured to be everywhere and nowhere)
Social Media = Long-term RelationshipSocial Brand = Meaningful Experience
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Can I still do a campaign?
Yes, to bring awareness to a specific project…
….within the overall long-term strategy of building relationships within your social communication ecosystem
TRUST, ENTHUSIASM, INVOLVEMENT, AMBASSADOR
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Culture , Strategy, Plan – NOT accidental!
3.2 A few key things in your Strategy
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Part 1 and Part 2: Do you have enough information?
Long term objectivesE.g. Create ambassadors
Short term objectives/projectsE.g. Bring awareness to the next event
Experience-centricEcosystemContentBudget, Resources, Time requirementTraining“Social engagement” policy
3.3 Plan it! Social Presence is NOT free
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Create contentE.g. blogE.g. videos
Keep up conversations On each platformHyper responsive
Operating the EcosystemPlanning
Tracking and Monitoring
Use Project Management practice to control timeline, resources and budget
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Questions?
Part 3 : Strategy and Plan
Part 4 : Social Brand
4. (Social) Brand
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Part 4 - What you will achieve…
Effectively build on Part 1-3An understanding of Social Brand Experience in
terms ofVisualBrand PersonalityBrand Stories/Content
Immediate actionBrush up your “visual” presenceDevelop/improve your voice on Social WebShare – give people something to talk aboutGather user generated content
4.1 Visual Identity on the Social Web
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Logo ConsistentThem variationsDifferent mediums (web, print, products,
email)Social Media
Avator (logo)Organization Vs Individuals
BadgeWidget
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Widget
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Logo variations
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Badge
Facebook application and group
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Merchandize(emotional purchase)
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Question: How can I include Breast Cancer in my company donation plan?
Frustration #1 – Too many websites
Frustration #2 – Email response VERY slow (past my planning period)
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Reminder…
A brand is a collection of experiences and associations
connected with a service, a person or any other entity.
EXPERIENCE
4.2 Personality
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Think: Resume Vs The Real Person, Life
ThinkCopywriting Vs Conversations
On Social Web, it is your “voice”, your interactive style, your authenticity that defines your brand
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HENNIE BEKKER
Biography
Juno, Platinum, Gold awards
Top on charts …..etc.
But who really is this guy?
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Series and Albums
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Website
Blog
EComm
Order by Phone
Music SitesLive
Concert
Vimeo
YouTube
MySpace
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Content & Engagement Model
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This got the message out …
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But why not …
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Better still…
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What about a big organization? How can there be a personality?
Part of brand developmentAn organization is made up of individuals
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4.3 Group Vs Individual
POLLBrands on Twitter:
Who do you want to tweet with?
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2 TwitterersRefresh Events
57 Twitterers
Business Week
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Logo Person Combined
Remember: it’s the relationship that counts
4.4 Brand story (Content)
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Give something for people to talk aboutGive something for ambassador to pass
alongEncourage User Generated Content
(UGC)
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EXPERIENCE
Let people “pre-experience” the brand
Pictures
Videos
Blog
Discussions
Recommendations
News
Presentations
Give something for people to talk about/share
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What do you have?PicturesVideosPresentationsBlog(s)Websites, blogs , articles and news you likeInteresting tweets etc..
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Vs
WebsiteFacebook
Only 4 photos
Many photos
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Uploading pictures and videos take a lot of time
Not necessary, if you leverage the Web 2.0 technology
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Facebook ApplicationsSocial Sharing Sites
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LinkedInWebsite Twitter
BLOG
SLIDES
LinkedInWebsite Slideshare
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Social Sharing
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Social Bookmarking
E.g. Digg, De.li.ciousYou are what you like/share
E.g. news about the environmentAct as a knowledge centreA social sharing/network destination
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Example: Social Bookmarking
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User Generated Content (UGC)
Example: Amazon.com Book titles + UGC (reviews)
Example: YouTubeUGC (videos)
Example: Mobile Jam FestContest + Workshops + Events + UGC (youth creative
work)You need to…
Provide a place for them to share contentNurture a sharing cultureEncourage volunteers, staff and donors share their
experiences
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“Is there any way we can use Twitter to get people’s attention? We are on Twitter but not totally active.”
20 Leaders - Art piece
1 min Intro - Aunction
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Geoffrey Roche Founder & CCO Lowe
Roche
Kevin McLaughlin President AutoShare
Tony Chapman CEO Capital C
Lee Lefever Founder CommonCraft
Frank Palmer CEO DDB Canada
Dave Stevens GM MySpace
Mia Wedgbury President High Road
Communications
David Feldt SVP, GM Organic
Jacquelyn Corbett Cyr CEO Espresso
Goodwin Gibson President MacLaren MRM
Live Twitter Interviews
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User generated content
Shared voices
Influencers
Recap
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The Brand Experience MindsetPart 1: AssessmentPart 2: Social Media PresencePart 3: Strategy & PlanPart 4: Brand
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Connect with me !www.noesium.com
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www.noesium.com/blog
@evelynso
www.linkedin.com/in/evelynso
Evelyn So / Noesium Consulting
noesium
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Discussion