The explosion of social media--and the new powers of communication it gives audiences and consumers--can easily lead to a fragmented, "pixellated" brand. But while social media brings new tools, the "old" rules of branding still apply. And, because social media gives your constituents new ways to tell you what they care about, by bringing a brand-focused approach to your efforts, you can use those tools to add definition to your organization's brand and create a more vivid picture of what your organization stands for. In this presentation, Brandon Walsh and Tamsen McMahon from Sametz Blackstone Associates, whose clients include the Fuller Craft Museum and the Boston Ballet, talk about what the rise of social media means for your institutional branding efforts. Using five basic rules of branding, you'll learn asystematic approach for implementing a social media strategy that focuses - not fragments - your organization's brand.

1. Arts & Business Council High-resolution branding in the social media age Sametz Blackstone Associates 2 September 2009 Pixels with Purpose

2. Brandon & Tamsen Brandon C. Walsh Director, Strategy brandon@sametz.com Tamsen S. McMahon Director of Digital and Strategic Initiatives tamsen@sametz.com @tamadear Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare @sametz 2 © Sametz Blackstone Associates

3. 3 © Sametz Blackstone Associates Social networking is more popular than email. Mashable.com

4. 4 © Sametz Blackstone Associates Social networking is more popular than email. And porn. TIME Magazine

5. 5 © Sametz Blackstone Associates People are talking. (Are you listening?)

6. 6 © Sametz Blackstone Associates Their conversations matter more.

7. 7 © Sametz Blackstone Associates Only 10% of people trust advertisers. Gallup

8. 8 © Sametz Blackstone Associates Only 10% of people trust advertisers.90% of people trust recommendations from people they know. Nielsen

9. 9 © Sametz Blackstone Associates What they’re saying affects your brand.

10. 10 © Sametz Blackstone Associates 4 out of 5 bloggers post reviews and blog about brands they love or hate. Technorati.com

11. 11 © Sametz Blackstone Associates 36% think more positively about organizations that have blogs. Universal McCann

12. 12 © Sametz Blackstone Associates Your brand is more important than ever.

13. Branding… Is not about your logo, it never was… Brand is the carrier of what you stand for, your: promises, expectations, experiences; capabilities, strengths, attributes; position in the competitive environment. Helps attract and retain, staff, board, donors, partners, artists, and more. Creates value that extends beyond one-off campaigns. Builds resonance and connection that helps keep diverse revenue streams healthy. Is critical to cutting through the din… 13 © Sametz Blackstone Associates

14. Branding… Is not about your logo, it never was… Brand is the carrier of what you stand for, your: promises, expectations, experiences; capabilities, strengths, attributes; position in the competitive environment. Helps attract and retain, staff, board, donors, partners, artists, and more. Creates value that extends beyond one-off campaigns. Builds resonance and connection that helps keep diverse revenue streams healthy. Is critical to cutting through the din… And ultimately influencing thinking and behavior. 14 © Sametz Blackstone Associates

15. 15 © Sametz Blackstone Associates So, do your pixels have purpose?

16. 16 © Sametz Blackstone Associates Or are they adding to the noise?

17. 5 principles of branding

18. 1 Know who you are, and who you can be.

19. A brand foundation to build on What you communicate about the excitement and value of your work, and about your organization’s “personality,” must grow organically from who your organization really is. Brand foundation combines ideas that can be defined and communicated—and the beliefs you seek to engender about your organization. 19 © Sametz Blackstone Associates

20. A brand foundation to build on What you communicate about the excitement and value of your work, and about your organization’s “personality,” must grow organically from who your organization really is. Brand foundation combines ideas that can be defined and communicated—and the beliefs you seek to engender about your organization. No smoke, no mirrors. 20 © Sametz Blackstone Associates

21. A brand foundation to build on 21 © Sametz Blackstone Associates Desired Position Personality / Image Departure points Areas of endeavor Vision Mission / Model Attributes

22. 22 © Sametz Blackstone Associates Transparency

23. 2 Know who you serve, and why they care

24. Constituents who care More than just your “audience,” your constituents are all the people for whom your work is––and could be–– meaningful. The internal and external groups / populations whose interest, participation, and support are important for your vibrant present––and for stability and growth going forward. Different ways to cut the deck… 24 © Sametz Blackstone Associates

25. Distance… 25 © Sametz Blackstone Associates Group 1 Group 2 Group 3 Group 4 Funders and supporters often cut across all

26. Values… For the BSO, for instance… 26 © Sametz Blackstone Associates Performance Education Outreach Capital projects Innovation

27. 27 © Sametz Blackstone Associates Resonance

28. 3 Use your messages, in their words

29. Messages that motivate Externally focused, strategic messages express and connect what an organization wants to be known for and what key constituents need, value, and will support. 29 © Sametz Blackstone Associates

30. Messages that motivate Externally focused, strategic messages express and connect what an organization wants to be known for and what key constituents need, value, and will support. A palette of ideas that can be easily delivered to key constituencies, a mix of aspiration and expectation; support consistent, compelling perception; inform written and spoken communications; influence how people think / act. 30 © Sametz Blackstone Associates

31. Messages that motivate 31 © Sametz Blackstone Associates That which you stand for and seek to advance What your constituents care about, will participate in, and value

32. Where you can win! Start the conversation here. That which you stand for and seek to advance What your constituents care about, will participate in, and value Messages that motivate 32 © Sametz Blackstone Associates

33. Evolving a message system © Sametz Blackstone Associates High-level message Customized for a specific constituency 33 Areas of focus Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts

34. 34 © Sametz Blackstone Associates Clarity

35. 4 Look the part, be the part.

36. Design that delivers Brochures, postcards, websites, and newsletters each have unique communication responsibilities—but building communications informed by a common set of focused approaches generates communications that: are effective and creative; work across all media to build a consistent image across different opportunities; increase understanding + connection + participation + loyalty; speak to their audiences; meet their tactical objectives; 36 © Sametz Blackstone Associates

37. Design that delivers Brochures, postcards, websites, and newsletters each have unique communication responsibilities—but building communications informed by a common set of focused approaches generates communications that: are effective and creative; work across all media to build a consistent image across different opportunities; increase understanding + connection + participation + loyalty; speak to their audiences; meet their tactical objectives; and build brand. 37 © Sametz Blackstone Associates

38. Design that delivers A mix of… 38 © Sametz Blackstone Associates That which you can own Focused approaches Name(s) Color Logo(s) / logotype(s) Typography Taglines / modifiers Imagery Service marks Composition

39. Every communication is an opportunity to build brand © Sametz Blackstone Associates 20-90% reinforces brand (depending on strategy) Your organization Promises Expectations Position Attributes Personality Tactical communications – by program, function, audience, initiative 39

40. 40 © Sametz Blackstone Associates (Compelling) Consistency

41. 5 Put it together, dot by dot.

42. Architecture for action Communications are ultimately about influencing thinking and behavior. An architecture of communications should consider: Who is it for? Who is it from? What is the desired outcome? As well as timing, shelf-life, media, and production values (cost) as appropriate. 42 © Sametz Blackstone Associates

43. Architecture for action 43 © Sametz Blackstone Associates Desired Outcome Audience Awareness Comprehension Participation Loyalty Support Group 1 www Season kit Development kit Production value Postcards / mailers Membership materials

44. Architecture for action 44 © Sametz Blackstone Associates Desired Outcome Audience Awareness Comprehension Participation Loyalty Support Group 2 www Season kit Development kit Production value Postcards / mailers Membership materials

45. Architecture for action 45 © Sametz Blackstone Associates Desired Outcome Audience Awareness Comprehension Participation Loyalty Support Group 3 www Season kit Development kit Production value Postcards / mailers Membership materials

46. 46 © Sametz Blackstone Associates Relevance

47. 47 This is a process, not an event. © Sametz Blackstone Associates Roger Sametz

48. Effective communications deliver value over time 48 © Sametz Blackstone Associates Brand foundation Who you are, and who you can be. Constituents who care Those for whom your work is––and could be––meaningful. They are vital to your success, and they are not monolithic! Messages that motivate Externally focused, the intersection of what audiences value, and that which you stand for and seek to advance. Design that delivers Compelling consistency; a mix of elements you can own and focused approaches to elements you can control. Evaluate and adjust Are people getting it? Are people perceiving you as you want to be perceived? Is something out of tune? A plan for action A communications architecture; for whom, from whom, outcome, frequency, production values, and more.

49. Now what?

50. 50 © Sametz Blackstone Associates 1 Observe2 Investigate3 Hypothesize4 Experiment5 Analyze6 Retest

51. Observe 1

52. 52 © Sametz Blackstone Associates Grow bigger ears – and eyes. Paraphrase of Chris Brogan

53. Alerts Google Technorati, google blogs socialmention Twitter search 53 © Sametz Blackstone Associates

54. RSS readers © Sametz Blackstone Associates 54

55. Investigate 2

56. 56 © Sametz Blackstone Associates Audiences

57. 57 © Sametz Blackstone Associates Who are they? Where are they? What are they saying? What do they see?

58. 58 © Sametz Blackstone Associates Resonance and dissonance

59. 59 © Sametz Blackstone Associates Who are they? Where are they? What are they saying? What do they see?

60. 60 © Sametz Blackstone Associates Who are they?Who are you?Where are they?Where are you?What are they saying?What are you?What do they see?What do you show?

61. 61 © Sametz Blackstone Associates Content

62. 62 © Sametz Blackstone Associates Who and what are the best sources of content? What already exists? What do you need togenerate what doesn’t?

63. 63 © Sametz Blackstone Associates Outcomes

64. 64 © Sametz Blackstone Associates What do you want to achieve? What do you want to have happen?

65. Move people closer: © Sametz Blackstone Associates 65 People Awareness Comprehension Loyalty Support / Advocacy Participation

66. 66 © Sametz Blackstone Associates Measurement

67. 67 © Sametz Blackstone Associates How will you measure? What does success look like?

68. Hypothesize 3

69. Match platform to purpose 69 © Sametz Blackstone Associates Awareness Social Networks Comprehension Blogs Participation Twitter Loyalty Multimedia Advocacy

70. 70 © Sametz Blackstone Associates Will {content}, from {sources}, used across {tools} produce {results}? How will I {measure}?

71. Experiment 4

72. 72 © Sametz Blackstone Associates Observation ≠participation. You have to do it.

73. 73 © Sametz Blackstone Associates practice first

74. Analyze 5 74

75. 75 © Sametz Blackstone Associates  Numbers Sentiment Actions

76. Retest 6 76

77. 77 © Sametz Blackstone Associates, Cher image courtesyhttp://www.flickr.com/photos/23664669@N08/3070993793/ Which one are you?

78. Questions?

79. Brandon & Tamsen Brandon C. Walsh Director, Strategy brandon@sametz.com Tamsen S. McMahon Director of Digital and Strategic Initiatives tamsen@sametz.com @tamadear Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare @sametz 79 © Sametz Blackstone Associates

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