Download - Our Community: The Co-Author of Our Brand Story, with Georgy Cohen

Our Community: The Co-Author of our Brand Story

Georgiana Cohen@radiofreegeorgy / @crosstowncomm#esmsummit

Tuesday, April 17, 12

About me

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#esmsummit @radiofreegeorgy


About you

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http://www.flickr.com/photos/baltic-development-forum/4000629590/






About you

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http://www.flickr.com/photos/thecampbell/5680815317/




About you

5http://www.flickr.com/photos/stevendepolo/4825345881/


http://www.flickr.com/photos/stevendepolo/4825345881/

http://www.flickr.com/photos/stevendepolo/4825345881/

1. A community advocate

2. Brand evangelist

3. Savvy communications skills; shapes editorial

4. Gathers input for future product and services

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Source: Jeremiah Owyanghttp://www.web-strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/


Four tenets of the community manager


http://www.web-strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/

http://www.web-strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/

7http://www.flickr.com/photos/64065391@N03/6220638960/Tuesday, April 17, 12

http://www.flickr.com/photos/64065391@N03/6220638960/


How does social media build community?

• Connect disparate audiences in one space

• Build meaningful connections

• Reinforce your brand

• Enable content discovery and creation

• Communicate, respond and engage in real-time

• Gain valuable info and insight8



How do we use social media to build community?

• Be relevant

• Be helpful

• Balance their needs and your goals

• Don’t try to be cool

• Facilitate, don’t dominate

• Listen, listen, listen9



About you

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http://www.flickr.com/photos/jdhancock/3562071888/


Your community is the co-author of your brand story.


Examples andexplanations


Listening

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• Monitor your brand• Discover content• Discover conversation• Find your fans (and foes)

http://www.flickr.com/photos/ky_olsen/3133347219/




Listening

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Listening

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Listening

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Listening

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Listening

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Listening

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Curation


Tumblr

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Pinterest

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Storify

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Storify

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Storify

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Storify

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Storify

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Bring Social to the Web

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www.tufts.edu/home/students



http://www.tufts.edu/home/students/

http://www.tufts.edu/home/students/


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Hashtags

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Hashtags

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Crowdsourcing

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Crowdsourcing

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Strategies for sustainability

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• Goals, then tools• Content calendar• Dashboard• Knowledgebase• Campus social media user group• Style guide/guidelines/protocols• Shared ownership and investment



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Co-creation

Let’s dig into branding, community and contentLet’s dig into branding,

community and content


Let’s dig into branding, community and content

Text

Branding

Community

Content


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Want a strong brand? Have strong, shareable content. Want strong, shareable content? Give your fans strong experiences.Want strong experiences? Have a strong community to engage with. Want a strong community? Have a strong brand…and so on.http://www.a-g.com/Blogroll/2012/03/What-Top-Chef-The-Onion-and-the-Juggalos-taught-me-at-SXSW/

“Branding, community and content


http://www.wired.com/epicenter/2011/03/star-wars-generation/all/1


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Strong brands create strong fans, who can add depth and context to your efforts…and put you in places you hadn't even thought of.

Tamsen McMahonVP Digital Strategy, Allen & Gerritsen

http://www.a-g.com/Blogroll/2012/03/What-Top-Chef-The-Onion-and-the-Juggalos-taught-me-at-SXSW/





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Branding, community and content

And now, a momenton my soapbox...




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http://www.flickr.com/photos/tonythemisfit/2548720427/





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“In 2009, Casey Pugh asked thousands of Internet users to remake "Star Wars: A New Hope" into a fan film, 15 seconds at a time. ... In 2010 we won a Primetime Emmy for Outstanding Creative Achievement In Interactive Media.”



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Co-creation


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storyworld (n.)

A framework for co-creating value with currently unknown contributors

ç


The cycle of community and branding



http://www.flickr.com/photos/functoruser/244207662/lightbox/


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If you’re going to tell stories beyond what you see in the films, the minute they contradict each other your house falls apart. If you kill off a character and then try to revive him, it’s going to be bogus.http://www.wired.com/epicenter/2011/03/star-wars-generation/all/1





http://www.flickr.com/photos/functoruser/244207662/lightbox/


A closing thought

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http://www.flickr.com/photos/jennaddenda/2879915171/




http://www.flickr.com/photos/nycmarines/6339783742/






Thank you!www.takethecrosstown.com@radiofreegeorgy / @crosstowncomm


http://www.takethecrosstown.com

http://www.takethecrosstown.com

Download - Our Community: The Co-Author of Our Brand Story, with Georgy Cohen

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