Beyond Branding Follow us on Twitter: @cmntweets Hashtag: #ucda Blog: http://www.corey.com/whatisthoughtful
 
Agenda <ul><ul><li>Quick Corey introduction </li></ul></ul><ul><ul><li>Strengths </li></ul></ul><ul><ul><li>Challenges </l...
 
Who We Are
Who We Are
Brand Strategy What is Branding? Strategic Plan •  Growth Objectives • Target Markets • Market Landscape • Competitive Lan...
The Way Corey Thinks About Brand <ul><li>Criteria </li></ul>Matters to Customer We Can Do Well Competitors Can’t Do Well I...
Social Media
What is Social Media <ul><li>Social media are primarily Internet-based tools for sharing and discussing information among ...
What is Social Media ISOLATION CONTROL HIERARCHY
What is Social Media <ul><li>Why in the World Would I Do This? </li></ul><ul><li>Anticipated reciprocity </li></ul><ul><li...
What is Social Media <ul><li>Telling Statistics: </li></ul><ul><ul><li>Have you ever “friended” a brand on Facebook or MyS...
What is Social Media <ul><li>Telling Statistics: </li></ul><ul><ul><li>Has an experience you have had online ever changed ...
What is Social Media <ul><li>Telling Statistics: </li></ul><ul><ul><li>Has that experience influenced whether or not you p...
What is Social Media <ul><li>Telling Statistics: </li></ul><ul><ul><li>Are you more likely to buy/recommed a brand since b...
Strengths
Strengths: Your Audience: Know More Use of Social Media Being an Experiential Brand
Strengths: Your Audience <ul><li>Perspective + Current Students, Alumni/ae </li></ul><ul><ul><li>College enrollments hit a...
<ul><li>Knowing More in a Different Way </li></ul><ul><ul><li>BENEFIT: Discussion networks are more likely to contain peop...
<ul><li>Knowing More in a Different Way </li></ul>Use of Social Media Your Audience Being an Experiential Brand
<ul><li>Knowing More in a Different Way </li></ul>Use of Social Media Your Audience Being an Experiential Brand
<ul><li>Emotional Spectrum </li></ul>Use of Social Media Your Audience Being an Experiential Brand POST-EVENT EVENT PRE-EV...
<ul><li>Emotional Spectrum </li></ul>Use of Social Media Your Audience Being an Experiential Brand POST-EVENT EVENT PRE-EV...
<ul><li>Emotional Spectrum </li></ul>Use of Social Media Your Audience Being an Experiential Brand POST-EVENT EVENT PRE-EV...
Use of Social Media Your Audience Being an Experiential Brand
Use of Social Media Your Audience Being an Experiential Brand
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
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 %
<ul><li>Yes We Can - Barack Obama Music Video </li></ul><ul><li>14,379,890 views, 404 blog posts,  293 non-liberal/conserv...
<ul><li>3. I Got a Crush...On Obama  By Obama Girl </li></ul><ul><li>12,278,288 views, 259 blog posts, 164 non-liberal/con...
<ul><li>Of the top 5 influential videos: </li></ul><ul><li>3  were professionally produced </li></ul><ul><li>2   were movi...
Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours
Opportunities
Opportunities: Broadening Our Net Engaging Building a Framework
<ul><li>Building a mosaic of trust </li></ul>Building a Framework Broadening Our Net Engaging
Engaging Broadening Our Net Building a Framework
Engaging Broadening Our Net Building a Framework
Tweets sent vs. received Month of September 2009 Engaging Broadening Our Net Building a Framework @DeanElmore 1936 followe...
Engaging Broadening Our Net Building a Framework
Engaging Broadening Our Net Building a Framework
<ul><li>Great content </li></ul><ul><li>Has a face </li></ul><ul><li>Listens to campus buzz </li></ul><ul><li>Expresses an...
Case Study: Mendoza College of Business Engaging Broadening Our Net Building a Framework
Engaging Broadening Our Net Building a Framework
Engaging Broadening Our Net Building a Framework
Engaging Broadening Our Net Building a Framework
Engaging Broadening Our Net Building a Framework
Engaging Broadening Our Net Building a Framework
Engaging Broadening Our Net Building a Framework
 
It’s all about your brand.
<ul><li>Thank you! </li></ul><ul><li>http://www.corey.com </li></ul><ul><li>http://twitter.com/cmntweets </li></ul><ul><li...
Upcoming SlideShare
Loading in …5
×

UCDA Design Summit 2010 Keynote

2,000 views
1,884 views

Published on

What does it take?
by Christine Klaehn

What is the value of social media to your organization and to your brand? There are many types of brands--personal brands, commercial brands, experiential brands. Every brand makes a promise and sometimes a brand is severely damaged when the promise is an over promise (insert Tiger Woods). And sometimes, with much advice and diligence and patience, a brand, over time, rebounds and regains trust and admiration from its audiences (insert Martha Stewart). These brands, however, are made of one voice. An educational institution is made up of a chorus of voices.

We challenge the timidity that exists around social media and explore the nature of an educational brand -- its strengths, challenges, and opportunities. The goal will be to create new ideas and approaches to create something much richer than communication: engagement.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,000
On SlideShare
0
From Embeds
0
Number of Embeds
33
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • There is no such thing as beyond branding. Branding is a verb Build a framework Broaden our net
  • Corey McPherson Nash: Thoughtful Branding and Design Create distinctive, compelling brands and experience Our goal is to launch, evolve, enhance brands Our approach to social media is strategic
  • Corey McPherson Nash: Thoughtful Branding and Design Create distinctive, compelling brands and experience Our goal is to launch, evolve, enhance brands Our approach to social media is strategic
  • “ It was so far from sharing what you had for breakfast – yet it only works because it’s the same place where people talk about breakfast.” Evan Williams, Twitter Chief Executive referring to people using Twitter during the gasoline shortage in Atlanta last fall “ Putting Twitter’s World to Use” NYT April 14, 2009
  • Don’t need to go into this too much considering almost half, or 48% of college said they kept video blogs and 16% use podcasts says a NACAC report “Reaching the Wired Generation: How Social Media is changing College Admission”
  • Knowing More in a Different Way: Dunbar Number Humans are hard wired on the upper limit of people we know = 150 “ Ping pong messages feel even more intimate than a phone call.” (Mizuko Ito, Japanese sociologist)
  • BENEFIT: Discussion networks are more likely to contain people from different backgrounds. Frequent internet users, and those who maintain a blog are much more likely to confide in someone who is of another race. Those who share photos online are more likely to report that they discuss important matters with someone who is a member of another political party.
  • “ Harvard is more than classrooms and buildings. It is an interconnected community of people, ideas, and experiences, and we are actively pursuing ways to enhance those connections,” Those who share photos online are more likely to report that they discuss important matters with someone who is a member of another political party.
  • “ Harvard is more than classrooms and buildings. It is an interconnected community of people, ideas, and experiences, and we are actively pursuing ways to enhance those connections,” Those who share photos online are more likely to report that they discuss important matters with someone who is a member of another political party.
  • Emotional spectrum
  • Emotional spectrum
  • Emotional spectrum
  • You might find that you start using technology in unusual ways. Here is a project we put together for the Buckinham Browne &amp; Nichols School, an independent K-12 school located in Cambridge. They have a tradition, dating back to the 1950s, that each graduating senior creates a painted ceramic tile that gets placed into a wall of the high school building. They had a major problem. These tiles were attached to the walls and they were demolishing a part of the building for renovations and upgrades. They tiles would be destroyed. POTENTIAL PR DISASTER FOR BB&amp;N We came up with a solution for them that included photographing each of the tiles and grouping them by class year in a specially created Flickr account. Flickr allowed them to make the tiles public, share it with their online alumni community. This not only archived the destroyed tiles for generations of students and alumni but made them available for comments and discussions. Their alumni department now sets up a laptop station at many alumni events – it has become a popular node for conversation and reminisces at those events.
  • Tufts example: linked to NYT interactive
  • Breaking Bad
  • http://www.nytimes.com/interactive/2009/04/14/your-money/20090415-college-calculator.html?ref=education
  • The numbers point to roughly seven years of declining demand ahead. Charles Sizemore, CFA, Co-author of the recently-published Boom or Bust: Understanding and Profiting from a Changing Consumer Economy
  • 55% of students who start a bachelor’s degree at four-year colleges and universities, end up with a degree six years later The Bridgespan Group 2006
  • Your Audience: Prospective Students Twitter: 8% of online teens embraced Twitter 14% of teens said they blogged in 2009, compared with 28 % in 2006 (50% slip in 3 years) WHY?: Most teens want to socialize with their friends and peers, not broadcast to the larger world. Pew Internet and American Life Project “Social Media and Young Adults” February 3, 2010 FB created a framework that impacted behavior Blog is so open; status updates so Creating a framework focuses the message
  • Your Audience: Alumni Facebook: Adults 18 and older, Facebook has taken over as the social network of choice. 73% of adults profile owners use Facebook, 48% have a profile on MySpace and 14% use LinkedIn FB created a framework that impacted behavior Blog is so open; status updates so Creating a framework focuses the message
  • Put screen grabs of 5 videos: Add link to the #2
  • “Save the Rose Art Museum” had 4,671 members and it urged them to do a sit in protest at the museum today and a performance on Friday. Another social networking site, PAM: Perpetual Art Machine is launching a “not for sale” protest in which it urges all its members to start sending artwork addressed to the office of Jehudah Reinharz, President of Brandeis.
  • Influencing people we wouldn’t normally target
  • Let’s look at an example with two big universities here in the Boston area
  • Each of the two universities has several active twitter streams, but I want to take a look at two of the most popular: Suffolk’s OFFICIAL stream at suffolk_u, run by their communications department And BU’s Dean of Students Kenn Elmore Already you can see that they are somewhat different just by the avatar images
  • Suffolk_U Sent out 177 tweets in month of September (~5 per day) Got 14 replies/mentions in last 7 days .08 DeanElmore Send out 31 tweets in month of September (~1 per day) Got 45 replies/mentions in the last 7 days 1.45 If you take the ratio of tweets received to tweets sent, a measurement of how ENGAGED the person is with the twitter community you will see that Dean Elmore is 18 times more ENGAGED with its twitter audience than Suffolk University http://almightylink.ksablan.com/2008/11/tribune-23-times-more-engaged-than-times-on-twitter/
  • Let’s take a closer look at some tweets from Suffolk - Announcements - Headlines - Occasional shout-outs to the student body
  • Dean of Students Kenn Elmore Listening to what is going on on campus Asks questions Opinions on current events, especially those of interest to his constituency Links to outside sides Has a sense of humor Cory Booker is mayor of newark NJ Elmore knows something about politics and African American activists
  • We can see that these two similar media outlets have taken very different strategies in making use of this social media resource.
  • There is no such thing as beyond branding. Branding is a verb Build a framework Broaden our net
  • It’s about engagement
  • UCDA Design Summit 2010 Keynote

    1. 1. Beyond Branding Follow us on Twitter: @cmntweets Hashtag: #ucda Blog: http://www.corey.com/whatisthoughtful
    2. 3. Agenda <ul><ul><li>Quick Corey introduction </li></ul></ul><ul><ul><li>Strengths </li></ul></ul><ul><ul><li>Challenges </li></ul></ul><ul><ul><li>Opportunities </li></ul></ul>
    3. 5. Who We Are
    4. 6. Who We Are
    5. 7. 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 <ul><li>Overall Look & Feel • Community Outreach • Social Media • Public Relations • Online/Off-line Communication Pieces </li></ul>
    6. 8. The Way Corey Thinks About Brand <ul><li>Criteria </li></ul>Matters to Customer We Can Do Well Competitors Can’t Do Well IS IT RELEVANT? IS IT PROFITABLE? IS IT DEFENSIBLE? OWN-ABLE?
    7. 9. Social Media
    8. 10. What is Social Media <ul><li>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 </li></ul>shared meaning among communities, as people share their stories and experiences. Creating a shared meaning is about creating a distinct, compelling and meaningful BRAND
    9. 11. What is Social Media ISOLATION CONTROL HIERARCHY
    10. 12. What is Social Media <ul><li>Why in the World Would I Do This? </li></ul><ul><li>Anticipated reciprocity </li></ul><ul><li>Increased recognition </li></ul><ul><li>Sense of efficacy </li></ul><ul><li>Pew Research Center: “College Enrollment Hits an All-Time High, Fueled by Community College Surge.” October 29, 2009 </li></ul><ul><li>Pew Internet and American Life Project “Social Media and Young Adults” February 3, 2010 </li></ul>
    11. 13. What is Social Media <ul><li>Telling Statistics: </li></ul><ul><ul><li>Have you ever “friended” a brand on Facebook or MySpace? </li></ul></ul><ul><li>FEED Survey by Razorfish , http://feed.razorfish.com/feed09/the-data/ (2009) </li></ul>41 % YES 59 % NO
    12. 14. What is Social Media <ul><li>Telling Statistics: </li></ul><ul><ul><li>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? </li></ul></ul><ul><li>FEED Survey by Razorfish , http://feed.razorfish.com/feed09/the-data/ (2009) </li></ul>65.3 % YES 34.7 % NO
    13. 15. What is Social Media <ul><li>Telling Statistics: </li></ul><ul><ul><li>Has that experience influenced whether or not you purchased a product or service from the brand? </li></ul></ul><ul><li>FEED Survey by Razorfish , http://feed.razorfish.com/feed09/the-data/ (2009) </li></ul>97.1 % YES 2.9 % NO
    14. 16. What is Social Media <ul><li>Telling Statistics: </li></ul><ul><ul><li>Are you more likely to buy/recommed a brand since becoming a friend/follower? </li></ul></ul><ul><li>Chadwick Martin Bailey and iModerate Research Technologies , http://www.emarketer.com/Article.aspx?R=1007568 (2010) </li></ul>67 % YES 51 % YES
    15. 17. Strengths
    16. 18. Strengths: Your Audience: Know More Use of Social Media Being an Experiential Brand
    17. 19. Strengths: Your Audience <ul><li>Perspective + Current Students, Alumni/ae </li></ul><ul><ul><li>College enrollments hit an all-time high for 18 – 24 year olds in October 2008 </li></ul></ul><ul><ul><li>Social Networking: used by 73% of those ages 12 – 17 </li></ul></ul><ul><ul><li>Adults 18 and older, Facebook has taken over as the social network of choice </li></ul></ul><ul><ul><li>According to industry data, Facebook overtook Google among US internet users last week </li></ul></ul><ul><li>Pew Research Center: “College Enrollment Hits an All-Time High, Fueled by Community College Surge.” October 29, 2009 </li></ul><ul><li>Pew Internet and American Life Project “Social Media and Young Adults” February 3, 2010 </li></ul>Use of Social Media Your Audience Being an Experiential Brand
    18. 20. <ul><li>Knowing More in a Different Way </li></ul><ul><ul><li>BENEFIT: Discussion networks are more likely to contain people from different backgrounds. </li></ul></ul>Use of Social Media Your Audience Being an Experiential Brand
    19. 21. <ul><li>Knowing More in a Different Way </li></ul>Use of Social Media Your Audience Being an Experiential Brand
    20. 22. <ul><li>Knowing More in a Different Way </li></ul>Use of Social Media Your Audience Being an Experiential Brand
    21. 23. <ul><li>Emotional Spectrum </li></ul>Use of Social Media Your Audience Being an Experiential Brand POST-EVENT EVENT PRE-EVENT
    22. 24. <ul><li>Emotional Spectrum </li></ul>Use of Social Media Your Audience Being an Experiential Brand POST-EVENT EVENT PRE-EVENT
    23. 25. <ul><li>Emotional Spectrum </li></ul>Use of Social Media Your Audience Being an Experiential Brand POST-EVENT EVENT PRE-EVENT ALUMNI/AE 4 YEARS of COLLEGE ADMISSIONS
    24. 26. Use of Social Media Your Audience Being an Experiential Brand
    25. 27. Use of Social Media Your Audience Being an Experiential Brand
    26. 28. Challenges
    27. 29. Challenges: It’s Expensive! Your Audience is Getting Smaller Your Brand is Not Just Yours
    28. 30. Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours
    29. 31. Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours
    30. 32. Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours 7 YEARS
    31. 33. Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours 6 YEARS
    32. 34. Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours 28 % BLOGGING !? 14 % 8 %
    33. 35. Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours 73 %
    34. 36. <ul><li>Yes We Can - Barack Obama Music Video </li></ul><ul><li>14,379,890 views, 404 blog posts, 293 non-liberal/conservative blog posts (73%) </li></ul><ul><li>2. Wassup 2008 </li></ul><ul><li>5,300,606 views, 665 blog posts, 424 non-liberal/conservative blog posts (64%) </li></ul>Most impactful videos of the campaign: Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours
    35. 37. <ul><li>3. I Got a Crush...On Obama By Obama Girl </li></ul><ul><li>12,278,288 views, 259 blog posts, 164 non-liberal/conservative blog posts (63%) </li></ul><ul><li>4. Barack Roll </li></ul><ul><li>2,858,259 views, 263 blog posts, 163 non-liberal/conservative blog posts (62%) </li></ul><ul><li>5. American Stories, American Solutions: 30 Minute Special </li></ul><ul><li>1,932,787 views, 547 blog posts, 314 non-liberal/conservative blog posts (57%) </li></ul><ul><li>Morningside Analytics http://tinyurl.com/66ojww </li></ul>Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours
    36. 38. <ul><li>Of the top 5 influential videos: </li></ul><ul><li>3 were professionally produced </li></ul><ul><li>2 were moving </li></ul><ul><li>2 were funny </li></ul><ul><li>1 was officially from the campaign </li></ul>Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours
    37. 39. Audience is Getting Smaller It’s Expensive! Your Brand is Not Just Yours
    38. 40. Opportunities
    39. 41. Opportunities: Broadening Our Net Engaging Building a Framework
    40. 42. <ul><li>Building a mosaic of trust </li></ul>Building a Framework Broadening Our Net Engaging
    41. 43. Engaging Broadening Our Net Building a Framework
    42. 44. Engaging Broadening Our Net Building a Framework
    43. 45. Tweets sent vs. received Month of September 2009 Engaging Broadening Our Net Building a Framework @DeanElmore 1936 followers @Suffolk_U 1329 followers
    44. 46. Engaging Broadening Our Net Building a Framework
    45. 47. Engaging Broadening Our Net Building a Framework
    46. 48. <ul><li>Great content </li></ul><ul><li>Has a face </li></ul><ul><li>Listens to campus buzz </li></ul><ul><li>Expresses an opinion </li></ul><ul><li>Queries his audience </li></ul><ul><li>Comments on outside sites </li></ul><ul><li>Announcements and headlines </li></ul><ul><li>On-campus focus </li></ul><ul><li>Occasional shout-outs </li></ul>Engaging Broadening Our Net Building a Framework @DeanElmore 1936 followers @Suffolk_U 1329 followers
    47. 49. Case Study: Mendoza College of Business Engaging Broadening Our Net Building a Framework
    48. 50. Engaging Broadening Our Net Building a Framework
    49. 51. Engaging Broadening Our Net Building a Framework
    50. 52. Engaging Broadening Our Net Building a Framework
    51. 53. Engaging Broadening Our Net Building a Framework
    52. 54. Engaging Broadening Our Net Building a Framework
    53. 55. Engaging Broadening Our Net Building a Framework
    54. 57. It’s all about your brand.
    55. 58. <ul><li>Thank you! </li></ul><ul><li>http://www.corey.com </li></ul><ul><li>http://twitter.com/cmntweets </li></ul><ul><li>http://en.wikipedia.org/wiki/Corey_McPherson_Nash </li></ul><ul><li>http://www.facebook.com/pages/Watertown-MA/Corey-McPherson-Nash/6334917682 </li></ul><ul><li>http://www.flickr.com/photos/26011447@N03/ </li></ul>

    ×