Hub Brand Presentation
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Transcript of Hub Brand Presentation
- 1. BRANDING, SOCIAL MEDIA,(and learning to lose control) hub berkeley talk 9/10/09 - nathaniel whittemore /[email_address] [email_address]
2. This presentation is about:
- ...your brand in a new world
- ...the internet and social media
- ...losing control
- ...and getting more of what you need
3. What is a brand? 4. A brand is anemotional aftertaste conjured up by but not necessarily dependent upon a series of experiences. -Zefrank (key: its all about feeling) (key: its all about feeling) (key: its all about feeling) (key: its all about feeling) 5. Brand is...
- the emotions you associate with something
- the emotion that isin generalassociated with something (i.e. for it to be the brand more than you has to feel it)
- Example: Walmart
6. In the modern world, brand is more important than ever. 7. (why?) 8. Why is brand so important?
- increased choice
- i.e. --------------->
- fractured broadcast platforms
- i.e. --------------->
9. KEY POINT:
- Nonprofits and for profits are in the same boat.
- There are more product options than ever before, and its increasingly easy to find and buy them.
- There are more options for donating, volunteering, and getting involved than ever before, and its increasingly easy to find and join them
10. Media + Brand 11. The four revolutions of media 1. Printed Word (books) 2. Conversational media (Telephone) 3. Recorded Media (records) 4. Broadcast Media (radio/tv) 12. What they shared?
- i.e. ONE to ONE(or)ONE to MANY
There is a curious asymmetry. The media that are good at creating conversations areno goodat creating groups. The media that are good at creating groups areno goodat creating conversations.-Clay Shirky 13. The shift
- the internet is many to many
- to quote Shirky again:
- Media is increasingly less just a source of information and increasingly more a site of coordination.
14. What does this mean for brands?
- Brands are potentially more viral than ever (every one is potentially a distributor)
- Brands are more vulnerable than ever (critics can assemble like never before)
- Brands are less in the control of the central entity than ever before (its all about what people are saying about you, not what youre saying about yourself)
15. Case Studies
- Virality: TED
- Destruction: Rockstar
- Out of control: Fiji
- Positively Lost Control: FORGE
16. Virality: TED
- TED is a conference for big brains
- Extremely elite
- Hyper intellectual
- any yet.....
- wildly popular (100+ million video views)
17. uh, what? are we still in america? 18. Vulnerability: Rockstar
- Sued Change.org + threatened others for connecting anti-gay statements of Michael Savage to Rockstar
- The response: attack us, well kill your brand
- Rockstar drops suit, gets proactive
- Rockstar publicly affirms commitment to LGBT rights, and pledges to donate $100,000 to LGBT organizations.
19. Loss of Control: Fiji
- Fiji water sold a picture of green that didnt jive with reality
- factory runs on diesel
- shipping horrible for environment
- no explicit philanthropic commitment
- profits complicit with autocratic government
- threatens critical reporters
- Fiji has become persona non grata in a huge number of the circles it specifically tried to brand to.
20. Loss of Control: FORGE
- Kjerstin Erickson switched models and ran out of money
- Decided to blog about her mistakes
- Story picked up and used to generate action around her
21. Brand reality recap
- Brands are potentially more viral than ever(every one is potentially a distributor)
- Brands are more vulnerable than ever(critics can assemble like never before)
- Brands are less in the control of the central entity than ever before(its all about what people are saying about you, not what youre saying about yourself)
22. Social media 23. What is social media
- Social media refers to a new generation of internet communication that is all about sharing horizontally.
- Web 1.0 was all about better information
- Web 2.0 is all about sharing
- Web 3.0 is converting online energy to offline community and action
24. Web 1.0
- DIGITIZING INFORMATION
- Small number of people publishing (still hard to publish content)
- No interaction
25. Web 2.0
- Easier to publish rich content (blogs, videos, photo)
- Easier to connect, communicate, collaborate (social networks, wikis, twitter)
- Relationships changing from hierarchical to symmetrical
26. Implications for nonprofits
- Traditional Fundraising and Communication
- Peer-to-Peer Fundraising and Communication
- (look familiar? remember this graphic from the branding section?)
27. Its all about the value you provide? 28.
- Give them something to talk about
- Give them something to do
- Give them something to come back to
How do you provide value? 29. Whats the role of social media?
- Give them something to talk about(the conversation happens on Twitter, Facebook, and blogs)
- Give them something to do(the commitment to action happens on Change.org, Causes, GlobalGiving)
- Give them something to come back to(your presence across platforms weaves the web of places through which your people engage)
30. Case Studies
- Give em something to talk about:charity:water
- Give em something to do:Kiva
- Give em something to come back to:Change.org
- Incredibly compelling media
- compelling because you become part of the story
- compelling because it looks up not down
- compelling because its connected to INTERESTING action opportunities
- Micro-loans to developing world entrepreneurs
- Opening the right of credit
- Fast loan fulfillment
- Ability to reloan
- Not a charitable gift
- KEY LESSON: Platforms for action are not the same as reasons for action.
- Started as a social network for social change and quickly hit a plateau
- Switched to a content driven strategy and launched up to a million uniques
- Started connecting content with action
- Success include: Rockstar, Diners Club International, Tim Hortons, Immigration)
34. Connecting it back
- Each of these three companies is working to establish their brand by:
- providing a consistent experience to engender a positive emotional aftertaste
- using distribution networks like facebook and twitter to get more people to participate in that emotional response
- Connecting the latent energy of that emotional experience to real opportunities for action
35. Bonus tip: Great Music
- A vastly under discussed element of brand is music as a part of media.
- See: Girl Effect, Invisible Children, Carrot Mob, charity:water