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

Our Community:
The Co-Author of our Brand Story
Georgiana Cohen
@radiofreegeorgy / @crosstowncomm
#esmsummit

Tuesday, April 17, 12

#esmsummit @radiofreegeorgy

About me

2



About you

http://www.ﬂickr.com/photos/baltic-development-forum/4000629590/

3



About you


4
http://www.ﬂickr.com/photos/thecampbell/5680815317/


About you

5
http://www.ﬂickr.com/photos/stevendepolo/4825345881/



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/

6


7
http://www.ﬂickr.com/photos/64065391@N03/6220638960/


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 8



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 9



About you


10



Your community is the co-author of your brand story.

http://www.ﬂickr.com/photos/jdhancock/3562071888/

11


Examples and
explanations


• Monitor your brand
Listening • Discover content
• Discover conversation
• Find your fans (and foes)

13
http://www.ﬂickr.com/photos/ky_olsen/3133347219/



Listening

14



Listening

15



Listening

16



Listening

17



Listening

18



Listening

19


Curation



Tumblr

21



Pinterest

22



Storify

23



Storify

24



Storify

25



Storify

26



Storify

27



Bring Social to the Web
www.tufts.edu/home/students

28



29



30



Hashtags

31


Hashtags

32



Crowdsourcing

33



Crowdsourcing

34



Strategies for sustainability

• Goals, then tools
• Content calendar
• Dashboard
• Knowledgebase
• Campus social media user group
• Style guide/guidelines/protocols
• Shared ownership and investment

35


Let’s dig into branding,
community and content
Let’s dig into branding, community and content

Co-creation

36


Let’s dig into branding,
community and content
Community

Content

Text

Branding



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/

38




“ Strong brands create strong
fans, who can add depth and
context to your efforts…and
put you in places you hadn't
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/

39




And now, a moment
on my soapbox...

http://www.ﬂickr.com/photos/14544320@N05/2293212674/

40




http://www.ﬂickr.com/photos/tonythemisﬁt/2548720427/

41




42




“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.”

43




44



Co-creation

45



ç

storyworld (n.)

A framework
for co-creating
value with
currently
unknown
contributors

46


The cycle of community and branding

http://www.ﬂickr.com/photos/tonythemisﬁt/2548720427/


http://www.ﬂickr.com/photos/functoruser/244207662/lightbox/




“ 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

50



A closing thought

http://www.ﬂickr.com/photos/jennaddenda/2879915171/

52


http://www.ﬂickr.com/photos/nycmarines/
6339783742/

Thank you!
www.takethecrosstown.com
@radiofreegeorgy / @crosstowncomm


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

Recommended

Recommended

More Related Content

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

Similar to Our Community: The Co-Author of Our Brand Story, with Georgy Cohen (13)

Recently uploaded

Recently uploaded (20)

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