Is Your Brand<br /> A Celebrity<br />@damiennavarro<br />#eduwebconf<br />Is Your Institution’s Brand A Celebrity<br />
What You’ll Learn (at least I hope so)<br />What branded entertainment is “for higher education”<br />How and where brande...
Do you feel like Oprah or Lohan these days?<br />
Does your brand<br />Pride itself in being “in the know”?<br />Have an active voice?<br />Have a fan base who creates cont...
Or is your Brand<br />Out of touch, “old school” and/or boring?<br />Having  trouble creating engaging content?<br />Strug...
What is Branded Entertainment<br />Branded entertainment, also known as branded content or advertainment, is an entertainm...
The Theories Behind Edutainment!<br />7<br />Persuasion Theory - Psychological characteristics affect the response of a pe...
The Theories Behind Edutainment!<br />8<br />Theory of Reasoned Action – Social influences “content” affect behavior, incl...
The Theories Behind Edutainment!<br />9<br />Diffusion Theory – Television may plant the idea, but social networks reinfor...
Survey Says…<br />80 percent agree B.E provides for alignment of brand with relevant content<br />72 percent believe B.E. ...
Branded Entertainment Timeline<br />Soap Opera Sponsors – 50’s<br />30 Second Ad Spot – 60’s<br />Product Placement – 1896...
Relevant Uses for B.E. Content<br />Student recruitment, acquisition and retention <br />Capital campaigns and Alumni enga...
Setting the Context<br />13<br />
14<br />DistributionIs Free and Diverse<br />
15<br />Because visiting social sites is now the 4th most popular online activity – ahead of personal email.<br />(Nielsen...
16<br />Because 2/3 of the Global Internet Population are on it  (including soccer moms, billy-bob and grandma)<br />(Niel...
17<br />Because social media intelligence can predict trends better than traditional research at much lower costs <br />– ...
Content Sharing Continues To Grow<br />18<br />Over 1.2 Billion YouTube videos viewed per day<br />20 hours of video uploa...
Which Direction are you Going?<br />Celebrity to The World vs. Celebrity to Us<br />Appeal to the Ego of your audience<br ...
Inspiration & Observations<br />
Opportunities using Branded Original Content<br />Demand for “edutaining” content  and control<br />Take advantage of comp...
Powering up the Community <br />22<br /><ul><li>Harness “celebrities” and “ambassadors” to lead
Utilize niche and searchable content
Authenticity and visibility is critical
Challenge the community to engage</li></ul>What we measure<br />Traffic & “Stickiness”<br />Engagement / Shares<br />Reven...
Powering up the Community - A Cause Approach<br /><ul><li>Empower the community to give back
Huge multidisciplinary opportunity
Challenge the community to create and share
Call to actions and content targeting is critical</li></li></ul><li>Personalization & Experiential <br /><ul><li>   Appeal...
   Enhances awareness and relevancy of the brand
Often uses the “Day in the life of” approach</li></ul>What we measure?<br />Lead Generation / Traffic<br />Pathways / Conv...
Apps:  Resources, Fun & Self - Diagnosis<br /><ul><li>   Supports critical decision timeframes
Can reach an audience just outside of your target
   Give choices on formats and media type
   Makes the user the celebrity </li></ul>What we measure?<br />Lead Generation / Traffic<br />Self-Identification Researc...
Own and BRAND The Knowledge Center  <br /><ul><li>Reduce calls, e-mails, etc.
Works well with highly niche markets
Increases visibility and relevancy online
Authenticity and transparency is critical
Harvest ideas and popular trends</li></ul>What we measure<br />Traffic<br />Call/E-mail Reduction<br />Search results / SE...
User Generated Content – Promotions & Tasking<br /><ul><li>Enable the fans to battle the naysayers
Grow digital real-estate and brand equity
Sharing extends the reach further
YouTube gives accessibility to national audience</li></ul>What we measure<br />Awareness / Footprint<br />Sharing of Conte...
Commentary – Publishing, Twitter & Blogging <br />THINK LIKE A PUBLISHER<br />Talk about Institutional Culture<br />Share ...
Case Study: Non-Profits<br /><ul><li> Started a podcast – 60 second radio spot feed
Added a Facebookand YouTube page
Added Self-Diagnosis Widget
Community Content Rating/Recommendations
 Integrated with a popular health blog</li></ul>What we measured<br /><ul><li>Gained 76,000 listeners in one month
Gained over 3000 friends
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Branded Entertainment: Is Your Institution's Brand a Celebrity?

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Branded entertainment is one of the most effective ways to achieve brand awareness and audience engagement, especially when today's consumer has a shorter attention span as well as fewer dollars to spread around. By making your brand a celebrity, you can cut through the clutter to reach a dedicated audience and develop a relationship to enhance and support your other online and offline marketing and public relations efforts

Throughout this presentation you will learn:

1. What branded entertainment is
2. How and where branded entertainment is used
3. How organizations are achieving success through branded entertainment
4. How you can develop your own branded entertainment campaigns to make your brand a celebrity

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  • Congratulations !!! This is an excellent work.Thank you for sharing. We have selected your presentation for the reference in our group Slideshare 'BANK OF KNOWLEDGE'. We would be honored by your support through your membership. You are invited to join us ! I wish you a nice day. Greetings from France. Nadine

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  • Enjoy this presentation? Register for Damien's live webinar on the general brand vs. higher education on August 11th!

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  • The pioneering Lumiere Brothers, who created the first motion picture projector in 1895, recognized immediately the potential their invention had to influence the masses. Their 1896 short film, &quot;Washing Day in Switzerland,&quot; was one of the first motion pictures ever projected on a screen -- and it featured strategically-placed cases of Sunlight Soap.Rebel without a cause
  • March 2009 –‘Member Communities’2 has overtaken personal Email to become the world’s fourth most popular online sector after search, portals and PC software applications.
  • These are stats from 2009 and some from january 2010 for facebook
  • Who: Sir Alexander Fleming discovered penicillin in 1928
  • Google Alerts are email updates of the latest relevant Google results based on your choice of query or topic. You can subscribe to each alert through email and RSS. The alerts track blog posts, news articles, videos and even groups. Set a “comprehensive alert,” which will notify you of stories, as they happen, for your name, your topic, and even your company. Yahoo! Pipes is also a good tool for aggregating and combining feeds into one central repository.Social Mention is a social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos, and microblogging services. It allows you to track mentions of your brand across all of these areas.The results are aggregated from the top social media sources, such as Flickr, YouTube, Digg, Delicious, Twitter and more. Like the other services, you can subscribe to your results by RSS or email. Other social search engines include Serph and Keotag.
  • Backtype is a tool for monitoring blog comments. If people commented on various blog posts, citing your name, you never used to have a way of tracking it, until now. Backtype is a service that lets you find, follow, and share comments from across the web. Whenever you write a comment with a link to your Web site, Backtype attributes it to you.Use it to remind yourself where you commented, discover influencers who are commenting on blogs that you should be reading, and continue conversations that you started previously. You can even subscribe to these comments using RSS. coComment is another tool that will help you manage your comments across the web.Yacktrack lets you search for comments on your content from various sources, such as Blogger, Digg, FriendFeed, Stumbleupon, and Wordpress blogs. For instance, if you comment on a blog, you can locate other people who are commenting on that same blog post and rejoin the conversation.My favorite feature of this tool is the “Chatter” tab, which allows you to perform keyword searches on social media sites and then notifies you of instances of your brand name. Yacktrack’s search page results also give you an RSS feed for the search term. You can also use Commentful and co.mments to track your social comments on the web.
  • Along with blogs and traditional news stories, discussion boards are another channel where people can gather in a community and talk about you. Most people disregard discussion boards until they see other sites commenting on information viewed on them. Use boardtracker.com to get instant alerts from threads citing your name.Boardreader and Big Boards are other tools that work similar to this one
  • Social Bookmarking: follow services such as Digg, Reddit, StumbleUpon, and Delicious.
  • Branded Entertainment: Is Your Institution's Brand a Celebrity?

    1. Is Your Brand<br /> A Celebrity<br />@damiennavarro<br />#eduwebconf<br />Is Your Institution’s Brand A Celebrity<br />
    2. What You’ll Learn (at least I hope so)<br />What branded entertainment is “for higher education”<br />How and where branded entertainment is used <br />How organizations are achieving success through branded entertainment <br />How to determine where to use B.E. using social listening<br />
    3. Do you feel like Oprah or Lohan these days?<br />
    4. Does your brand<br />Pride itself in being “in the know”?<br />Have an active voice?<br />Have a fan base who creates content FOR you?<br />Take advantage of positive PR and battle negative PR?<br />Support a Cause?<br />Establish trends?<br />
    5. Or is your Brand<br />Out of touch, “old school” and/or boring?<br />Having trouble creating engaging content?<br />Struggle from the “silo” effect?<br />Suffering from brand confusion or lack of awareness?<br />Attempting to increase it’s digital footprint?<br />
    6. What is Branded Entertainment<br />Branded entertainment, also known as branded content or advertainment, is an entertainment-based vehicle that is funded by and complementary to a brand's marketing strategy. It give a brand the opportunity to communicate its image to its target audience in an original way, by creating positive links between the brand and the program. (Not so commercial)<br />
    7. The Theories Behind Edutainment!<br />7<br />Persuasion Theory - Psychological characteristics affect the response of a person to messages.<br />Aristotle<br />
    8. The Theories Behind Edutainment!<br />8<br />Theory of Reasoned Action – Social influences “content” affect behavior, including beliefs and perceived social norms<br />Ajzen, Fishbein<br />
    9. The Theories Behind Edutainment!<br />9<br />Diffusion Theory – Television may plant the idea, but social networks reinforce it and cause it to grow<br />Rogers<br />
    10. Survey Says…<br />80 percent agree B.E provides for alignment of brand with relevant content<br />72 percent believe B.E. has the ability to make stronger emotional connections<br />72 percent believe B.E. builds brand affinity with a desired target group/demographic<br />48 percent says B.E. provides for protection from increased consumer control<br />Association of National Advertisers survey on branded entertainment: Madison+Vine: Branded Entertainment Survey, [1] ANA Advertising Financial Management Conference, 05/03/05<br />
    11. Branded Entertainment Timeline<br />Soap Opera Sponsors – 50’s<br />30 Second Ad Spot – 60’s<br />Product Placement – 1896 – Today<br />Cause Campaigns & Events - Early 00’s <br />Games / Viral / Webisodes – Late 00’s<br />UGC, Social & Experiential - 2010 <br />
    12. Relevant Uses for B.E. Content<br />Student recruitment, acquisition and retention <br />Capital campaigns and Alumni engagement<br />Staff and faculty recruitment<br />“Customer Service” –overcoming objections, FAQ’s<br />Search Engine Optimization (SEO) & ranking<br />New market entry / test theories / pilot projects<br />Reputation management and positioning<br />Publicity and Awareness<br />
    13. Setting the Context<br />13<br />
    14. 14<br />DistributionIs Free and Diverse<br />
    15. 15<br />Because visiting social sites is now the 4th most popular online activity – ahead of personal email.<br />(Nielsen, Global Faces & Networked Places, 2009)<br />Time spent on social networks is growing at 3x the overall internet rate, accounting for ~10% of all internet time.<br />
    16. 16<br />Because 2/3 of the Global Internet Population are on it (including soccer moms, billy-bob and grandma)<br />(Nielsen, Global Faces & Networked Places, 2009)<br />
    17. 17<br />Because social media intelligence can predict trends better than traditional research at much lower costs <br />– Hp Labs, 2010<br />
    18. Content Sharing Continues To Grow<br />18<br />Over 1.2 Billion YouTube videos viewed per day<br />20 hours of video uploaded to YouTube every minute<br />50 million Tweets per day, 600 Tweets per second<br />Over 4 billion images hosted on Flickr<br />
    19. Which Direction are you Going?<br />Celebrity to The World vs. Celebrity to Us<br />Appeal to the Ego of your audience<br />Deepen the connection through acknowledgement<br />What channels do you use, for which audience?<br />What assets and content can you leverage? Yours, theirs?<br />How is brand loyalty rewarded?<br />put on the box?<br />Who do you<br />
    20. Inspiration & Observations<br />
    21. Opportunities using Branded Original Content<br />Demand for “edutaining” content and control<br />Take advantage of compelling stories “fans” tell<br />Make the institutional impact more accessible (Mobile to Global)<br />Unprecedented opportunity for to re-use content via technology<br />
    22. Powering up the Community <br />22<br /><ul><li>Harness “celebrities” and “ambassadors” to lead
    23. Utilize niche and searchable content
    24. Authenticity and visibility is critical
    25. Challenge the community to engage</li></ul>What we measure<br />Traffic & “Stickiness”<br />Engagement / Shares<br />Revenue / ROI<br />
    26. Powering up the Community - A Cause Approach<br /><ul><li>Empower the community to give back
    27. Huge multidisciplinary opportunity
    28. Challenge the community to create and share
    29. Call to actions and content targeting is critical</li></li></ul><li>Personalization & Experiential <br /><ul><li> Appeals to emotion and awakens the “need”
    30. Enhances awareness and relevancy of the brand
    31. Often uses the “Day in the life of” approach</li></ul>What we measure?<br />Lead Generation / Traffic<br />Pathways / Conversion<br />Cost Per Inquiry / Acquisition<br />
    32. Apps: Resources, Fun & Self - Diagnosis<br /><ul><li> Supports critical decision timeframes
    33. Can reach an audience just outside of your target
    34. Give choices on formats and media type
    35. Makes the user the celebrity </li></ul>What we measure?<br />Lead Generation / Traffic<br />Self-Identification Research<br />Sharing of Content<br />
    36. Own and BRAND The Knowledge Center <br /><ul><li>Reduce calls, e-mails, etc.
    37. Works well with highly niche markets
    38. Increases visibility and relevancy online
    39. Authenticity and transparency is critical
    40. Harvest ideas and popular trends</li></ul>What we measure<br />Traffic<br />Call/E-mail Reduction<br />Search results / SEO<br />Content Sharing & Downloads<br />
    41. User Generated Content – Promotions & Tasking<br /><ul><li>Enable the fans to battle the naysayers
    42. Grow digital real-estate and brand equity
    43. Sharing extends the reach further
    44. YouTube gives accessibility to national audience</li></ul>What we measure<br />Awareness / Footprint<br />Sharing of Content<br />Engagement <br />Chatter & Buzz<br />
    45. Commentary – Publishing, Twitter & Blogging <br />THINK LIKE A PUBLISHER<br />Talk about Institutional Culture<br />Share content, make it easy on yourself<br />Live a day in the life of …<br />Reveal industry insights – offer knowledge<br />Recognize staff, influencers and partners <br />Ask questions, take suggestions and ideas<br />28<br />What we measure<br />Followers / Subscribers<br />Engagement<br />Content Syndication<br />http://www.onlinedegreeworld.com/blog/2009/top-100-edu-tweeters/<br />
    46. Case Study: Non-Profits<br /><ul><li> Started a podcast – 60 second radio spot feed
    47. Added a Facebookand YouTube page
    48. Added Self-Diagnosis Widget
    49. Community Content Rating/Recommendations
    50. Integrated with a popular health blog</li></ul>What we measured<br /><ul><li>Gained 76,000 listeners in one month
    51. Gained over 3000 friends
    52. Increased revenue by $4,000,000 (6 months)
    53. Consumer Top of Mind Index from #3 to #1</li></li></ul><li>When, Where and What Kind?<br />30<br />
    54. Getting Started<br />5 Questions to Consider <br />Where our we challenged in our business process?<br />How do we increase our positive digital footprint?<br />How do we enable our “fan” base<br />How do we guide an audience through our process?<br />How do we influence decision making?<br />31<br />
    55. Student Lifecycle Evaluation Framework<br />Phase 1<br />Initiator or follower<br />Phase 2<br />Introduction to idea & awakening of needs<br />Phase 3<br />Research and self identification<br />Phase 4<br />Self Assessed + Brand Search<br />Phase 8<br />Fan & Loyalty<br />Or<br />Disgruntled & Disengaged<br />Enroll/Yield<br />Apply / Conversion<br />Alumni / Retention<br />Opportunity<br />Target<br />Search<br />Lead<br />Qualif. Lead<br />Vulnerable and Emotional<br />Framework for guiding strategy and tactics<br />
    56. Student Lifecycle Evaluation Framework<br />Phase 8<br />Fan & Loyalty<br />Or<br />Disgruntled & Disengaged<br />Phase 5<br />Deeper Research, Experience, Community <br />Phase 6<br />Q & A, On-Site,<br />Examination of sentiment & reputation<br />Phase 7Final Decision,<br />Seeking Influencer Opinion Cost, Payment<br />Enroll/Yield<br />Apply / Conversion<br />Alumni / Retention<br />Opportunity<br />Target<br />Search<br />Lead<br />Qualif. Lead<br />Educated and Influenced<br />Framework for guiding strategy and tactics<br />
    57. Student Lifecycle Evaluation Framework<br />Phase 1<br />Initiator or follower<br />Phase 2<br />Introduction to idea & awakening of needs<br />Phase 3<br />Research and self identification<br />Phase 4<br />Self Assessed + Brand Search<br />Phase 5<br />Deeper Research, Experience, Community <br />Phase 6<br />Q & A, On-Site,<br />Examination of sentiment & reputation<br />Phase 7Final Decision,<br />Seeking Influencer Opinion Cost, Payment<br />Phase 8<br />Fan & Loyalty<br />Or<br />Disgruntled & Disengaged<br />Enroll/Yield<br />Apply / Conversion<br />Alumni /<br />Retention<br />Opportunity<br />Target<br />Search<br />Lead<br />Qualif. Lead<br />Educated and Influenced<br />Vulnerable and Emotional<br />The flow of influence from Retention & Alumni can be just as impactful or detrimental <br />
    58. 35<br />Popular for Wrong Reasons<br />Remember Them<br />D-List<br />Who?<br />A-List<br />Measurement & Listening<br />
    59. Evaluating Your Celebrity, Content and Influence<br />Standard Awareness Metrics – Tracking impressions, video views, page views created through social campaigns<br />Quality of Audience – How does social media traffic rank in terms of quality compared to others sources of traffic? <br />Engage/Disengage Ratio – With respect to social profiles, tracking drop-off or lack of engagement in “fans” and followers <br />
    60. Evaluating Your Celebrity, Content and Influence<br />Actions Taken - Create promotions, events, and tasks specific to an audience or campaign<br />“Customer Service” Metrics – How do you measure the success of other customer service or reduction in FAQ’s, e-mail, etc.? <br />Volume of Conversation – Did you create something that got people talking? What is the volume of that conversation, the influence? <br />
    61. 5 Ways to Start Monitoring<br />38<br />Set up alerts for general branded keywords monitoring<br />Google Alerts <br />Yahoo Pipes<br />General monitoring on social media search engines<br />Free Services:<br />Social Mention<br />Keotag<br />Paid Services:<br />Radian 6<br />
    62. 5 Ways to Start Monitoring<br />39<br />Search Twitter<br />Twitter Search <br />Twitter Alerts: Twilert and TweetBeep<br />Twitter dashboards: TweetDeck and Twitscoop<br />
    63. 5 Ways to Start Monitoring<br />40<br />Search Blog Posts and Comments<br />Backtype – tool for monitoring blog comments<br />Cocomment – tool for comments management<br />Yacktrack – search for comments on your content from Blogger, Digg, FriendFeed, Stumbleupon, and Wordpress blogs<br />
    64. 5 Ways to Start Monitoring<br />41<br />Find industry / program specific discussion boards<br />BoardTracker– get instant alerts from threads citing your name<br />Boardreader and Big Boards<br />
    65. 5 Ways to Start Monitoring<br />42<br />Track your Institutional brands' affinity to other brands with Social Bookmarking<br />Del.icio.us<br />Digg<br />Reddit<br />StumbleUpon<br />
    66. The Process at Work<br />
    67. As of 3/8/2010<br />We listened<br />7 Day Conversation Snapshot<br />
    68. As of 3/8/2010<br />We observed<br />7 Day Conversation Snapshot<br />
    69. We noted the positive<br />
    70. We noted the negative<br />
    71. Observations:B.E. Opportunities<br />Amplify and broadcast student excitement upon acceptance<br />Mobilize student population to participate in dialog around schools<br />Mobilize students/alumni to act as ambassadors to student prospects<br />Proactively support positive online brand awareness<br />
    72. Wrap-up & Q&A<br />49<br />
    73. My Top Ten<br />Identify your audience and business needs first (remember it’s not you)<br />Be honest when evaluating what you’re capable of sustaining<br />Look across alternative industries<br />Observe what’s the audience is watching, sharing and creating<br />Gain momentum through small, measurable, experiments<br />Leverage your resources – talent?<br />Task and Reward the Community to Promote<br />Protect Your Users – Protect Your Brand<br />Continually Monitor, Measure and Manage your Community & Endeavors<br />Silence the “Devil’s Advocate”<br />
    74. Thank you for your time!<br />PPT available at:<br />http://www.slideshare.net/EarthboundMediaGroup<br />Damien S. Navarro<br />Managing Partner<br />dnavarro@visitemg.com<br />@damiennavarro<br />

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