UCDA Design Summit 2010 Keynote

Beyond Branding Follow us on Twitter: @cmntweets Hashtag: #ucda Blog: http://www.corey.com/whatisthoughtful

Agenda
Quick Corey introduction
Strengths
Challenges
Opportunities

Who We Are

Brand Strategy What is Branding? Strategic Plan • Growth Objectives • Target Markets • Market Landscape • Competitive Landscape Brand Strategy • Brand Perception • Brand Architecture • Position • Messaging Strategy Execution
Overall Look & Feel • Community Outreach • Social Media • Public Relations • Online/Off-line Communication Pieces

The Way Corey Thinks About Brand
Criteria
Matters to Customer We Can Do Well Competitors Can’t Do Well IS IT RELEVANT? IS IT PROFITABLE? IS IT DEFENSIBLE? OWN-ABLE?

Social Media

What is Social Media
Social media are primarily Internet-based tools for sharing and discussing information among human beings. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” shared meaning among communities, as people share their stories and experiences. - Wikipedia
shared meaning among communities, as people share their stories and experiences. Creating a shared meaning is about creating a distinct, compelling and meaningful BRAND

What is Social Media ISOLATION CONTROL HIERARCHY

Why in the World Would I Do This?
Anticipated reciprocity
Increased recognition
Sense of efficacy
Pew Research Center: “College Enrollment Hits an All-Time High, Fueled by Community College Surge.” October 29, 2009
Pew Internet and American Life Project “Social Media and Young Adults” February 3, 2010

Telling Statistics:
Have you ever “friended” a brand on Facebook or MySpace?
FEED Survey by Razorfish , http://feed.razorfish.com/feed09/the-data/ (2009)
41 % YES 59 % NO

Telling Statistics:
Has an experience you have had online ever changed your opinion (either positively or negatively) about a brand or the products and services it offers?
65.3 % YES 34.7 % NO

Telling Statistics:
Has that experience influenced whether or not you purchased a product or service from the brand?
97.1 % YES 2.9 % NO

Telling Statistics:
Are you more likely to buy/recommed a brand since becoming a friend/follower?
Chadwick Martin Bailey and iModerate Research Technologies , http://www.emarketer.com/Article.aspx?R=1007568 (2010)
67 % YES 51 % YES

Strengths

Strengths: Your Audience: Know More Use of Social Media Being an Experiential Brand

Strengths: Your Audience
Perspective + Current Students, Alumni/ae
College enrollments hit an all-time high for 18 – 24 year olds in October 2008
Social Networking: used by 73% of those ages 12 – 17
Adults 18 and older, Facebook has taken over as the social network of choice
According to industry data, Facebook overtook Google among US internet users last week
Pew Research Center: “College Enrollment Hits an All-Time High, Fueled by Community College Surge.” October 29, 2009
Pew Internet and American Life Project “Social Media and Young Adults” February 3, 2010
Use of Social Media Your Audience Being an Experiential Brand

Knowing More in a Different Way
BENEFIT: Discussion networks are more likely to contain people from different backgrounds.

Knowing More in a Different Way

Emotional Spectrum
Use of Social Media Your Audience Being an Experiential Brand POST-EVENT EVENT PRE-EVENT

Emotional Spectrum
Use of Social Media Your Audience Being an Experiential Brand POST-EVENT EVENT PRE-EVENT ALUMNI/AE 4 YEARS of COLLEGE ADMISSIONS

Challenges

Challenges: It’s Expensive! Your Audience is Getting Smaller Your Brand is Not Just Yours

Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours

Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours 7 YEARS

Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours 6 YEARS

Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours 28 % BLOGGING !? 14 % 8 %

Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours 73 %

Yes We Can - Barack Obama Music Video
14,379,890 views, 404 blog posts, 293 non-liberal/conservative blog posts (73%)
2. Wassup 2008
Most impactful videos of the campaign: Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours

3. I Got a Crush...On Obama By Obama Girl
4. Barack Roll
5. American Stories, American Solutions: 30 Minute Special
Morningside Analytics http://tinyurl.com/66ojww

Of the top 5 influential videos:
3 were professionally produced
2 were moving
2 were funny
1 was officially from the campaign

Opportunities

Opportunities: Broadening Our Net Engaging Building a Framework

Building a mosaic of trust
Building a Framework Broadening Our Net Engaging

Engaging Broadening Our Net Building a Framework

Tweets sent vs. received Month of September 2009 Engaging Broadening Our Net Building a Framework @DeanElmore 1936 followers @Suffolk_U 1329 followers

Great content
Has a face
Listens to campus buzz
Expresses an opinion
Queries his audience
Comments on outside sites
Announcements and headlines
On-campus focus
Occasional shout-outs
Engaging Broadening Our Net Building a Framework @DeanElmore 1936 followers @Suffolk_U 1329 followers

Case Study: Mendoza College of Business Engaging Broadening Our Net Building a Framework

It’s all about your brand.

Thank you!
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UCDA Design Summit 2010 Keynote

by Corey McPherson Nash on Mar 18, 2010

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UCDA Design Summit 2010 Keynote Presentation Transcript