Our Community: The Co-Author of Our Brand Story, with Georgy Cohen

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In our communications efforts, we seek to convey and affirm the brand of our institution. But the members of our community—students, alumni, faculty and staff alike—are doing that already everyday, regardless of our efforts, through the content they share and create.

Through content-minded community management, we can more effectively appreciate that our community is the co-author of our brand story, sharing content and having conversations that shape the reality of our brand identity.

The more we are aware of their authorship, the more effective our communications will be, and Georgy will explore strategies and tools that can help us achieve this.

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Our Community: The Co-Author of Our Brand Story, with Georgy Cohen

  1. 1. Our Community: The Co-Author of our Brand Story Georgiana Cohen @radiofreegeorgy / @crosstowncomm #esmsummitTuesday, April 17, 12
  2. 2. #esmsummit @radiofreegeorgy About me 2Tuesday, April 17, 12
  3. 3. #esmsummit @radiofreegeorgy About me 2Tuesday, April 17, 12
  4. 4. #esmsummit @radiofreegeorgy About me 2Tuesday, April 17, 12
  5. 5. #esmsummit @radiofreegeorgy About me 2Tuesday, April 17, 12
  6. 6. #esmsummit @radiofreegeorgy About you http://www.flickr.com/photos/baltic-development-forum/4000629590/ 3 http://www.flickr.com/photos/baltic-development-forum/4000629590/Tuesday, April 17, 12
  7. 7. #esmsummit @radiofreegeorgy About you http://www.flickr.com/photos/baltic-development-forum/4000629590/ 4 http://www.flickr.com/photos/thecampbell/5680815317/Tuesday, April 17, 12
  8. 8. About you 5 http://www.flickr.com/photos/stevendepolo/4825345881/Tuesday, April 17, 12
  9. 9. #esmsummit @radiofreegeorgy Four tenets of the community manager 1. A community advocate 2. Brand evangelist 3. Savvy communications skills; shapes editorial 4. Gathers input for future product and services Source: Jeremiah Owyang http://www.web-strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/ 6Tuesday, April 17, 12
  10. 10. 7http://www.flickr.com/photos/64065391@N03/6220638960/Tuesday, April 17, 12
  11. 11. #esmsummit @radiofreegeorgy How does social media build community? • Connect disparate audiences in one space • Build meaningful connections • Reinforce your brand • Enable content discovery and creation • Communicate, respond and engage in real-time • Gain valuable info and insight 8Tuesday, April 17, 12
  12. 12. #esmsummit @radiofreegeorgy How do we use social media to build community? • Be relevant • Be helpful • Balance their needs and your goals • Don’t try to be cool • Facilitate, don’t dominate • Listen, listen, listen 9Tuesday, April 17, 12
  13. 13. #esmsummit @radiofreegeorgy About you http://www.flickr.com/photos/baltic-development-forum/4000629590/ http://www.flickr.com/photos/baltic-development-forum/4000629590/ 10Tuesday, April 17, 12
  14. 14. #esmsummit @radiofreegeorgy Your community is the co-author of your brand story. http://www.flickr.com/photos/jdhancock/3562071888/ 11Tuesday, April 17, 12
  15. 15. Examples and explanationsTuesday, April 17, 12
  16. 16. • Monitor your brand Listening • Discover content • Discover conversation • Find your fans (and foes) 13 http://www.flickr.com/photos/ky_olsen/3133347219/Tuesday, April 17, 12
  17. 17. #esmsummit @radiofreegeorgy Listening 14Tuesday, April 17, 12
  18. 18. #esmsummit @radiofreegeorgy Listening 15Tuesday, April 17, 12
  19. 19. #esmsummit @radiofreegeorgy Listening 16Tuesday, April 17, 12
  20. 20. #esmsummit @radiofreegeorgy Listening 17Tuesday, April 17, 12
  21. 21. #esmsummit @radiofreegeorgy Listening 18Tuesday, April 17, 12
  22. 22. #esmsummit @radiofreegeorgy Listening 19Tuesday, April 17, 12
  23. 23. CurationTuesday, April 17, 12
  24. 24. #esmsummit @radiofreegeorgy Tumblr 21Tuesday, April 17, 12
  25. 25. #esmsummit @radiofreegeorgy Pinterest 22Tuesday, April 17, 12
  26. 26. #esmsummit @radiofreegeorgy Storify 23Tuesday, April 17, 12
  27. 27. #esmsummit @radiofreegeorgy Storify 24Tuesday, April 17, 12
  28. 28. #esmsummit @radiofreegeorgy Storify 25Tuesday, April 17, 12
  29. 29. #esmsummit @radiofreegeorgy Storify 26Tuesday, April 17, 12
  30. 30. #esmsummit @radiofreegeorgy Storify 27Tuesday, April 17, 12
  31. 31. #esmsummit @radiofreegeorgy Bring Social to the Web www.tufts.edu/home/students 28Tuesday, April 17, 12
  32. 32. Bring Social to the Web 29Tuesday, April 17, 12
  33. 33. Bring Social to the Web 30Tuesday, April 17, 12
  34. 34. #esmsummit @radiofreegeorgy Hashtags 31Tuesday, April 17, 12
  35. 35. Hashtags 32Tuesday, April 17, 12
  36. 36. #esmsummit @radiofreegeorgy Crowdsourcing 33Tuesday, April 17, 12
  37. 37. #esmsummit @radiofreegeorgy Crowdsourcing 34Tuesday, April 17, 12
  38. 38. #esmsummit @radiofreegeorgy Strategies for sustainability • Goals, then tools • Content calendar • Dashboard • Knowledgebase • Campus social media user group • Style guide/guidelines/protocols • Shared ownership and investment 35Tuesday, April 17, 12
  39. 39. #esmsummit @radiofreegeorgy Let’s dig into branding, community and content Let’s dig into branding, community and content Co-creation 36Tuesday, April 17, 12
  40. 40. Let’s dig into branding, community and content Community Content Text BrandingTuesday, April 17, 12
  41. 41. #esmsummit @radiofreegeorgy Branding, community and content “ Want a strong brand? Have strong, shareable content. Want strong, shareable content? Give your fans strong experiences. Want strong experiences? Have a strong community to engage with. Want a strong community? Have a strong brand…and so on. http://www.a-g.com/Blogroll/2012/03/What-Top-Chef-The-Onion-and-the-Juggalos-taught-me-at-SXSW/ 38Tuesday, April 17, 12
  42. 42. #esmsummit @radiofreegeorgy Branding, community and content “ Strong brands create strong fans, who can add depth and context to your efforts…and put you in places you hadnt even thought of.   Tamsen McMahon VP Digital Strategy, Allen & Gerritsen http://www.a-g.com/Blogroll/2012/03/What-Top-Chef-The-Onion-and-the-Juggalos-taught-me-at-SXSW/ 39Tuesday, April 17, 12
  43. 43. #esmsummit @radiofreegeorgy Branding, community and content And now, a moment on my soapbox... http://www.flickr.com/photos/14544320@N05/2293212674/ 40Tuesday, April 17, 12
  44. 44. #esmsummit @radiofreegeorgy Branding, community and content http://www.flickr.com/photos/tonythemisfit/2548720427/ 41Tuesday, April 17, 12
  45. 45. #esmsummit @radiofreegeorgy Branding, community and content 42Tuesday, April 17, 12
  46. 46. #esmsummit @radiofreegeorgy Branding, community and content “In 2009, Casey Pugh asked thousands of Internet users to remake "Star Wars: A New Hope" into a fan film, 15 seconds at a time. ... In 2010 we won a Primetime Emmy for Outstanding Creative Achievement In Interactive Media.” 43Tuesday, April 17, 12
  47. 47. #esmsummit @radiofreegeorgy Branding, community and content 44Tuesday, April 17, 12
  48. 48. #esmsummit @radiofreegeorgy Co-creation 45Tuesday, April 17, 12
  49. 49. #esmsummit @radiofreegeorgy ç storyworld (n.) A framework for co-creating value with currently unknown contributors 46Tuesday, April 17, 12
  50. 50. The cycle of community and branding http://www.flickr.com/photos/tonythemisfit/2548720427/Tuesday, April 17, 12
  51. 51. http://www.flickr.com/photos/functoruser/244207662/lightbox/Tuesday, April 17, 12
  52. 52. http://www.flickr.com/photos/functoruser/244207662/lightbox/Tuesday, April 17, 12
  53. 53. #esmsummit @radiofreegeorgy Branding, community and content “ If you’re going to tell stories beyond what you see in the films, the minute they contradict each other your house falls apart. If you kill off a character and then try to revive him, it’s going to be bogus. http://www.wired.com/epicenter/2011/03/star-wars-generation/all/1 50Tuesday, April 17, 12
  54. 54. http://www.flickr.com/photos/functoruser/244207662/lightbox/Tuesday, April 17, 12
  55. 55. #esmsummit @radiofreegeorgy A closing thought http://www.flickr.com/photos/jennaddenda/2879915171/ 52Tuesday, April 17, 12
  56. 56. http://www.flickr.com/photos/nycmarines/ 6339783742/Tuesday, April 17, 12
  57. 57. Thank you! www.takethecrosstown.com @radiofreegeorgy / @crosstowncommTuesday, April 17, 12

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