Post on 10-May-2015
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Part Three: Using Social Media to Develop Your Brand
Part Three: Using Social Media to Develop Your Brand
Let’s Recap…
Brand Promise:The image you build inthe mind of your audience,consistently delivered tobe unique, believable, and compelling.
Brand Promise
Part Three: Using Social Media to Develop Your Brand
Let’s Recap…
Brand Promise:Should be reflected in everyway your brand ‘touches’your audience:-Identity-Environment-History-Community-People
Brand Promise
History
Community
Environment
IdentityPeople
Part Three: Using Social Media to Develop Your Brand
Social Media and Branding
Where to begin?
According to USA Today,there were more than 850social media sites in 2008,with up to 250,000 projected for the future.
Part Three: Using Social Media to Develop Your Brand
Social Media and Branding
However, most companiesuse no more than 4 or 5social media platformsconsistently.
Don’t be overwhelmed!Start small, and grow.
Part Three: Using Social Media to Develop Your Brand
Social Media and Branding
Always remember:Relationships matter when fulfilling a brand promise.
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
Let’s break the branding process into five separate phases first:• The Discovery Phase• The Strategy Phase• The Articulation Phase• The Activation Phase• The Maintenance Phase
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Discovery Phase:An information gathering process that results in clear understanding about yourorganization…who you are…organically,experientially, perceptually.
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Discovery PhaseCreate a street team to:
- ask questions- gather ‘stories’- collect data- generate interest
Street Team:A marketing team
that operates in less structured settings to promote or
build a brand.
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Discovery PhaseExample:A non-profit who gathersa list of people from theirpast (board members, formercolleagues, friends to sharethe strengths of the organizationthru photos, videos or stories.
Street Team:A marketing team
that operates in less structured settings to promote or
build a brand.
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
Time for questions?
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Strategy PhaseThe place where your positioning platformfor your brand is developed, using the research and findings from the discoveryphase. Set your goals before you ‘go’!
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Strategy Phase:This is often the stage where your ‘big idea’ is born.
This may also be the point where you decide to enlist outside help!
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Strategy PhaseSome examples:
Apple: Think different.FedEx: The world on time.RLC: Reimagine rural.
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Strategy PhaseUse caution: strategyis often best done with a smaller group of investedindividuals.
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
Questions about strategy?
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Articulation PhaseKey messages are created following thestrategy that has been decided upon. This is also the ‘visual’ phase – logos and environments are developed if necessary and many see for the first time what they ‘feel’ they authentically are.
Part Three: Using Social Media to Develop Your Brand
Let’s Recap…
The Articulation PhaseBe sure your brandpromise is the thingbeing articulated!
Brand Promise
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Articulation PhaseCreate focus groupsusing social media by:
- soliciting feedback- comparing ideas- offering options- testing presumptions
Focus Groups:Measure perceptions,
opinions, beliefs and attitudesabout your brand
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Articulation PhaseExample:Using your social media vehicleof choice to offer examples of creative directions and to leadwith qualitative questions aboutthe branding direction.
Say ‘how does this make you feel’vs. ‘do you like this?’
Focus Groups:Measure perceptions,
opinions, beliefs and attitudesabout your brand
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
Questions about articulation?
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Activation PhaseThis is the ‘launch’ phase of the brandingprocess. At this point, you are ready toshare your consistent message and engagewith your audience from your establishedplatform.
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Activation PhaseYour primary social media strategies will Be implemented here. The key word is ‘relationship.’ How can you get to know Your audience better? What do they wantFrom you? Can you learn from their input?
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Activation PhaseMost importantly,unify your message!
- across platforms- use a consistent look
- be flexible- ENGAGE!
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Activation PhaseExample:A non-profit organization createsa blog that seeks to bring to lifereal issues, challenges and solutionsthat its primary audience faces.The blog is updated weekly, and mentioned often in conversationsthat the organization engages in.With time, the audience grows and the blog BECOMES a visualizationof the organization’s brand.
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Activation PhaseExample:The Rural LearningCenter!
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
Questions about activation?
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Maintenance PhaseNo longer a static experience, branding hasbecome an ongoing relationship with youraudience. The best brands consistently putfresh ideas forward in the interest of keepingtheir audience engaged.
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Maintenance PhaseContinue the conversation!
- Listen strategically- Stay involved
- Be prepared for some negatives- Continually refresh!
Part Three: Using Social Media to Develop Your Brand
5 Phases of Making a Brand
The Maintenance PhaseExample:A small fashion company launchesit’s clothing line on facebook. Aftersome comments from listeners thatthe clothing only works for ‘skinny’people, the company shoots photosof their own office staff – real peopleof many sizes – to disprove the negative discussion. Results helped tomake the product even stronger!
Do these pantsMake me look
FAT?!
Part Two: What IS A Brand, Anyway?
Until We Meet Again…
Thanks very muchFor your time andInterest!