Pixels with Purpose: High-resolution branding in the social media age
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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.
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Pixels with Purpose: High-resolution branding in the social media age
- 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
- 80. </webinar>
Editor's Notes
- WANT:A “designed” title slideNEED TO ADD:copyrights to allpage numbers to all (?)source styling for quotes,
- 475 million Internet users worldwide. Facebook reaches 1/3 of them. (Universal McCann)Time spent on social media is growing at 3xthe rate of the overall Internet. (Nielsen)122 million on Facebook. 23 million on Twitter. 12 million on LinkedIn. 1 million in niche networks on Ning. (Compete.com, Ning)Social media is like a ringing phone. Just because you don’t answer it, it doesn’t mean people will stop calling. And they’ll get increasingly annoyed. (Chris Brogan, Julien Smith)
- “Consumers’ reliance on word of mouth…, either from people they know or online consumers they don’t, has increased significantly.” (JONATHAN CARSON, PRESIDENT OF ONLINE, INTERNATIONAL, FOR THE NIELSEN COMPANY)
- Brands exists in the minds of your constituents. Since they’re listening to their friends more than they are you, it’s critical to join the conversation.
- Print materials didn’t mean the end of face-to-face conversation. Websites didn’t mean the end of print materials. Social Media doesn’t mean the end of the websites…or print materials…or face-to-face conversation.But with so many channels, having a strong brand—strong enough to keep all of those vehicles pulled together—is critical.
- Effective brands can’t be built with smoke and mirrors. Your mission, vision and capabilities + That which you believe about yourself and want others to understand, believe, and support.
- Effective brands can’t be built with smoke and mirrors. Your mission, vision and capabilities + That which you believe about yourself and want others to understand, believe, and support.
- Prepare your open book:Active v. Passive transparency
- Your brand is like a sound wave that carries far—it will resonate with some and not others (and that’s okay)Social media means, in many ways, the "death of distance" - Tom Petersmost powerful (donor) constituency may not be your local onebroadcasting to narrowcast to find the the audiences with whom you resonate most strongly
- This is the “age of avatars” – a picture HAS to say a thousand words.fragmentation and focus (visual brand diffusion is increasing threat)maximize what you control(use this preso as an example?)
- matter where it matters to bemoving people closer to you v. moving you closer to them
- Some talk about this as listening – we prefer to think of it as watching, to learn.
- It’s about “listening” to what people are saying, but it’s also watching what they’re doing – and where.
- With your eyes and ears open, it’s time to start digging deeper to see what’s there and what you have to work with. Investigation covers:AudiencesResonance and DissonanceContentOutcomes andMeasurement
- Answer these questions
- You’ll likely start to see areas where there’s a gap between what you thought was the case, and what is. The goal is to close the gap.
- In other words, in addition to asking these questions…
- …you also need to answer THESE.
- Social media thrives on content. No content = no conversation.Let me say that again: no content = no conversation.If you don’t have anything to say, you’re likely not ready to start yet. Keep investigating.If you do, then you need to answer…
- You need to identify, up front, where the content is coming from, and who is responsible. This takes more time than you might think (I spend 1 – 4 hours a day on it).DON’T give this responsibility to the youngest person on your staff just because they “get” Facebook. Do they get YOUR INSTITUTION? Are you comfortable with them being the very public face of your brand? Can they handle the inevitable negative feedback?
- To paraphrase the Cheshire Cat, “if you don’t know where you’re going, any road will get you there.”With social media, not knowing what image you’re trying to create can lead to a completely fragmented one – or something completely wrong.
- You’re likely going to spend a lot of time defending the time you’re spending on social media.Your best answer? Now how you’ll know when you’re successful.In other words,
- tie it to BUSINESS OBJECTIVESoperationalize itIf you want to sell more tickets? Raise more for the annual fund? get more press coverage (online or off)? Tie it to something you can measure.And give. it. time.
- With all the information in place, it’s time to start setting up your experiment.
- First, match platform to purpose, given the results of all you investigated.
- DOCUMENT what you’re trying to achieve, you’re assumption, so you have a basis to make changes later.
- Ready. Set. Go.
- establish accountsparticipate, engage
- Practice for yourself first – like getting a learner’s permit before you hand over the keys to your institution’s brandSocial Media Startup Lab
- Once you’ve been doing this a while, you need to keep tabs on what’s happening, so you’re in a position to adjust your tactics – or even your strategy.
- So where are you moving the needle?Look at the measurements you decided on, and see if you’re accomplishing the outcomes you wanted.Tools can help:Google Analytics for numbersSocialmention for sentimentActions are your own internal business metrics(And yes, there are companies that can help you do this, too, if you need more information.)
- This is a continuous process of asking, testing, and readjusting based on the outcomes you want, and the outcomes you achieve.When you look at what social media is doing for you, you’ll likely see one of three brand images:
- Depending on how you use social media in context with your brand, you can either sharpen the image, be fuzzy, or just be wrong. (And you can’t turn back time.)