evelyn so - where is your social brand? cultivating a strong brand across web 1.0, web 2.0 and...

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…

Noesium Consulting Inc.2

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 …

Sarah K.

Jennifer H.

Brenda D.

Sarah K.

Bikes without Borders

A-Ha!!!

15 Noesium Consulting Inc.

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

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)

EXPERIENCE

Social Communication Ecosystem

Decision Making Process

Involvement

Ambassador

Enthusiasm

KnowledgeEXPERIENCE

Emotional

Rational

EXPERIENCE

The Influence

Competing for …

You are busy with …

Pause and re-focus on this …

Part 1 : Assessment

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

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

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…

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?

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

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?

Questions?

Part 1 : Assessment

Part 2 : Social Web Presence

Version 133 Noesium Consulting Inc.

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

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?

Your Connections(and their connections)

Facebook

Cousin Johnny

Facebook

LinkedInVolunteer

ColleaguesSchool

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

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)

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”?

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

2.2 Do people talk about you?

SearchFollow (Blog, Twitter)

2.3 What do people talk/feel about you?

Social Media Tracking & Monitoring Tools ($$)

Questions?

Part 2 : Social Web Presence

Part 3 : Strategy and Plan

3. Strategy and Plan

3.0 Why Strategy? Why Plan?

Assessment

Strategy

Execute

Maintain

The danger of diving in

Assessment

Strategy

ExecuteMaintain

Start and StopFragmented messagesCostly operationNot responsive (backfire)Lose connectionsLost trustPoor Brand Experience

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

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

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

Culture , Strategy, Plan – NOT accidental!

3.2 A few key things in your Strategy

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

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

Questions?

Part 3 : Strategy and Plan

Part 4 : Social Brand

4. (Social) Brand

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

Logo ConsistentThem variationsDifferent mediums (web, print, products,

email)Social Media

Avator (logo)Organization Vs Individuals

BadgeWidget

Widget

Logo variations

Facebook application and group

Merchandize(emotional purchase)

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)

Reminder…

A brand is a collection of experiences and associations

connected with a service, a person or any other entity.

EXPERIENCE

4.2 Personality

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

HENNIE BEKKER

Biography

Juno, Platinum, Gold awards

Top on charts …..etc.

But who really is this guy?

Noesium Consulting Inc.

Series and Albums

Version 165

Website

Order by Phone

Music SitesLive

Concert

YouTube

MySpace

Facebook

Content & Engagement Model

This got the message out …

But why not …

Better still…

What about a big organization? How can there be a personality?

Part of brand developmentAn organization is made up of individuals

4.3 Group Vs Individual

POLLBrands on Twitter:

Who do you want to tweet with?

2 TwitterersRefresh Events

57 Twitterers

Business Week

Logo Person Combined

Remember: it’s the relationship that counts

4.4 Brand story (Content)

Give something for people to talk aboutGive something for ambassador to pass

alongEncourage User Generated Content

EXPERIENCE

Let people “pre-experience” the brand

Pictures

Videos

Discussions

Recommendations

Presentations

Give something for people to talk about/share

What do you have?PicturesVideosPresentationsBlog(s)Websites, blogs , articles and news you likeInteresting tweets etc..

WebsiteFacebook

Only 4 photos

Many photos

Uploading pictures and videos take a lot of time

Not necessary, if you leverage the Web 2.0 technology

Facebook ApplicationsSocial Sharing Sites

LinkedInWebsite Twitter

SLIDES

LinkedInWebsite Slideshare

Social Sharing

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

Example: Social Bookmarking

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

“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

Geoffrey Roche Founder & CCO Lowe

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

User generated content

Shared voices

Influencers

The Brand Experience MindsetPart 1: AssessmentPart 2: Social Media PresencePart 3: Strategy & PlanPart 4: Brand

Connect with me !www.noesium.com

www.noesium.com/blog

@evelynso

www.linkedin.com/in/evelynso

evelyn.so@noesium.com

Evelyn So / Noesium Consulting

noesium

Discussion

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