Building Our Brand through
   Community Centered Content




 Jaica Kinsman
 Guiding Stars Licensing Company
Guiding Stars...
Focus
Become a Trust Agent
Empower the community to interact
Build a voice and a new stage for our ideas
Bridge our offlin...
Approach


Old Model                 New Model
Selling                   Connecting
Large Campaigns           Small Acts
C...
Maximize customer communications at all touchpoints
Foster a sense of community around the brand by building
relationships...
Connect with Key Influencers
Connect with Key Influencers
Connect with Key Influencers
Connect with Key Influencers
Site Search
New Features   Blog
               RSS Feeds
               • Blog Articles and Company
                 News
...
Why not make our community part of our
website?
Why not make our community part of our
website?
Why not make our community part of our
website?
Why not make our community part of our
website?
Why not make our community part of our
website?
Why not make our community part of our
website?
Why not make our community part of our
website?
Why not make our community part of our
website?
Why not make our community part of our
website?
Blog Contributors and Guest Bloggers
Blog Contributors and Guest Bloggers
Publishing Content
Publishing Content
Publishing Content
Benefits
Benefits
Benefits
Benefits
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
Search www.flickr.com using
Flickr Advanced Search
Images
Search www.flickr.com using
Flickr Advanced Search


Under Creative Commons
make sure to check Only
search within Cr...
Images
Search www.flickr.com using
Flickr Advanced Search


Under Creative Commons
make sure to check Only
search within Cr...
Viral Video
Viral Video
Viral Video
Viral Video
Viral Video
Viral Video
Educational Video
Educational Video
Educational Video
Expert Chef
Expert Chef
Expert Chef
Expert Chef
Expert Chef
Expert Chef
Expert Chef
Expert Chef
Expert Chef
Jaica Kinsman
                                                                  Guiding Stars Licensing Company
          ...
Building Our Brand Through Community Centered Content
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Building Our Brand Through Community Centered Content

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Guiding Stars: Building Our Brand Through Community Centered Content

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  • Building Our Brand through Community Centered Content
    by Jaica Kinsman

    Guiding Stars Licensing Company
    145 Pleasant Hill Road, Mail Sort 9900
    Scarborough ME 04074
    www.guidingstars.com
    1-877-233-0975

    What is Guiding Stars
    Decoding nutrition labels can be confusing. Guiding Stars takes the guesswork out of choosing foods that are nutritious for you and your family.
    Guiding Stars is an objective food rating system that rates food based on nutrient density using a scientific algorithm. Rated foods are marked with easy-to-follow tags indicating 0, 1, 2, or 3 stars. The more nutritional value a food has, the more Guiding Stars it receives. If a food doesn’t receive a star – it means it doesn’t meet our rigorous criteria.

    One Guiding Star indicates good nutritional value
    Two Guiding Stars indicate better nutritional value
    Three Guiding Stars indicate the best nutritional value

    As you go through each aisle of the store or navigate through your cafeteria at lunchtime, the Guiding Stars system can help you identify more nutritious choices. Guiding Stars is not intended to tell you what to buy, but rather point you toward foods that have more vitamins, minerals, dietary fiber, whole grains –and less fats, cholesterol, sugar and sodium.
    http://www.guidingstars.com/what-is-guiding-stars/

  • Focus
  • Approach

  • Connect with Key Influencers
  • Connect with Key Influencers
  • Connect with Key Influencers
  • Connect with Key Influencers
  • Connect with Key Influencers
  • GuidingStars.com New Features
    Guiding Stars launched new community based website in November 2009. Site includes full social media integration and blog.
    www.guidingstars.com
  • Why not make our community part of our website?
    Contributors range from twenty-somethings, moms, fitness and health enthusiasts, clients, coworkers and experts like personal trainers, registered dietitians and chefs.
    http://www.guidingstars.com/blog/
  • Why not make our community part of our website?
    Contributors range from twenty-somethings, moms, fitness and health enthusiasts, clients, coworkers and experts like personal trainers, registered dietitians and chefs.
    http://www.guidingstars.com/blog/
  • Why not make our community part of our website?
    Contributors range from twenty-somethings, moms, fitness and health enthusiasts, clients, coworkers and experts like personal trainers, registered dietitians and chefs.
    http://www.guidingstars.com/blog/
  • Why not make our community part of our website?
    Contributors range from twenty-somethings, moms, fitness and health enthusiasts, clients, coworkers and experts like personal trainers, registered dietitians and chefs.
    http://www.guidingstars.com/blog/
  • Why not make our community part of our website?
    Contributors range from twenty-somethings, moms, fitness and health enthusiasts, clients, coworkers and experts like personal trainers, registered dietitians and chefs.
    http://www.guidingstars.com/blog/
  • Why not make our community part of our website?
    Contributors range from twenty-somethings, moms, fitness and health enthusiasts, clients, coworkers and experts like personal trainers, registered dietitians and chefs.
    http://www.guidingstars.com/blog/
  • Why not make our community part of our website?
    Contributors range from twenty-somethings, moms, fitness and health enthusiasts, clients, coworkers and experts like personal trainers, registered dietitians and chefs.
    http://www.guidingstars.com/blog/
  • Why not make our community part of our website?
    Contributors range from twenty-somethings, moms, fitness and health enthusiasts, clients, coworkers and experts like personal trainers, registered dietitians and chefs.
    http://www.guidingstars.com/blog/
  • Blog Contributors and Guest Bloggers
    2 Levels:
    Contributors blog regularly for Guiding Stars (2 posts/month)
    Guest bloggers contribute a minimum of 1 post
    http://www.guidingstars.com/advisors/contributors/
  • Publishing Content
    Publish post in WordPress
    Tweet a link to blog post using WordPress TweetMeme plugin
    Automatically publish blog post to Facebook Fan Page using Networked Blogs Facebook app
  • Publishing Content
    Publish post in WordPress
    Tweet a link to blog post using WordPress TweetMeme plugin
    Automatically publish blog post to Facebook Fan Page using Networked Blogs Facebook app
  • Benefits
    Benefits of including the community as part of your website is that they also become publishers for you.
    They become more invested in your website.
  • Benefits
    Benefits of including the community as part of your website is that they also become publishers for you.
    They become more invested in your website.
  • Benefits
    Benefits of including the community as part of your website is that they also become publishers for you.
    They become more invested in your website.
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Images
    http://www.flickr.com/photos/guidingstars/
  • Viral Video
    Guiding Stars YouTube Channel
    http://www.youtube.com/guidingstarstv
    Video
    http://www.youtube.com/watch?v=wzj94d5kzAM
    Blog Post
    http://www.guidingstars.com/videos/simplify-your-grocery-experience-teaser/
    Simplify Your Grocery Experience Shoot Flickr Photo Set
    http://www.flickr.com/photos/guidingstars/sets/72157623776247356/

  • Viral Video
    Guiding Stars YouTube Channel
    http://www.youtube.com/guidingstarstv
    Video
    http://www.youtube.com/watch?v=wzj94d5kzAM
    Blog Post
    http://www.guidingstars.com/videos/simplify-your-grocery-experience-teaser/
    Simplify Your Grocery Experience Shoot Flickr Photo Set
    http://www.flickr.com/photos/guidingstars/sets/72157623776247356/

  • Viral Video
    Guiding Stars YouTube Channel
    http://www.youtube.com/guidingstarstv
    Video
    http://www.youtube.com/watch?v=wzj94d5kzAM
    Blog Post
    http://www.guidingstars.com/videos/simplify-your-grocery-experience-teaser/
    Simplify Your Grocery Experience Shoot Flickr Photo Set
    http://www.flickr.com/photos/guidingstars/sets/72157623776247356/

  • Viral Video
    Guiding Stars YouTube Channel
    http://www.youtube.com/guidingstarstv
    Video
    http://www.youtube.com/watch?v=wzj94d5kzAM
    Blog Post
    http://www.guidingstars.com/videos/simplify-your-grocery-experience-teaser/
    Simplify Your Grocery Experience Shoot Flickr Photo Set
    http://www.flickr.com/photos/guidingstars/sets/72157623776247356/

  • Viral Video
    Guiding Stars YouTube Channel
    http://www.youtube.com/guidingstarstv
    Video
    http://www.youtube.com/watch?v=wzj94d5kzAM
    Blog Post
    http://www.guidingstars.com/videos/simplify-your-grocery-experience-teaser/
    Simplify Your Grocery Experience Shoot Flickr Photo Set
    http://www.flickr.com/photos/guidingstars/sets/72157623776247356/

  • Educational Video
    What is Guiding Stars?
    http://www.guidingstars.com/what-is-guiding-stars/

    Guiding Stars Program at the University of New Hampshire
    http://www.unh.edu/dining/nutrition/guidingstars.html

  • Educational Video
    What is Guiding Stars?
    http://www.guidingstars.com/what-is-guiding-stars/

    Guiding Stars Program at the University of New Hampshire
    http://www.unh.edu/dining/nutrition/guidingstars.html

  • Expert Chef
    http://www.guidingstars.com/category/expert-chef/
    Looking for great taste that’s high in nutrition? Our Expert Chef helps you bring Guiding Stars into your kitchen.
    Erin Dow is a chef with over 14 years of experience. She’s cooked for Anthony Bourdain and now she’s cooking for Guiding Stars. Erin creates original recipes using the Guiding Stars nutrition rating system each month to help you plan nutritious meals that everyone will enjoy.
    INTERVIEW: Meet Guiding Stars Expert Chef Erin Dow (Part One)
  • Expert Chef
    http://www.guidingstars.com/category/expert-chef/
    Looking for great taste that’s high in nutrition? Our Expert Chef helps you bring Guiding Stars into your kitchen.
    Erin Dow is a chef with over 14 years of experience. She’s cooked for Anthony Bourdain and now she’s cooking for Guiding Stars. Erin creates original recipes using the Guiding Stars nutrition rating system each month to help you plan nutritious meals that everyone will enjoy.
    INTERVIEW: Meet Guiding Stars Expert Chef Erin Dow (Part One)
  • Expert Chef
    http://www.guidingstars.com/category/expert-chef/
    Looking for great taste that’s high in nutrition? Our Expert Chef helps you bring Guiding Stars into your kitchen.
    Erin Dow is a chef with over 14 years of experience. She’s cooked for Anthony Bourdain and now she’s cooking for Guiding Stars. Erin creates original recipes using the Guiding Stars nutrition rating system each month to help you plan nutritious meals that everyone will enjoy.
    INTERVIEW: Meet Guiding Stars Expert Chef Erin Dow (Part One)
  • Expert Chef
    http://www.guidingstars.com/category/expert-chef/
    Looking for great taste that’s high in nutrition? Our Expert Chef helps you bring Guiding Stars into your kitchen.
    Erin Dow is a chef with over 14 years of experience. She’s cooked for Anthony Bourdain and now she’s cooking for Guiding Stars. Erin creates original recipes using the Guiding Stars nutrition rating system each month to help you plan nutritious meals that everyone will enjoy.
    INTERVIEW: Meet Guiding Stars Expert Chef Erin Dow (Part One)
  • Expert Chef
    http://www.guidingstars.com/category/expert-chef/
    Looking for great taste that’s high in nutrition? Our Expert Chef helps you bring Guiding Stars into your kitchen.
    Erin Dow is a chef with over 14 years of experience. She’s cooked for Anthony Bourdain and now she’s cooking for Guiding Stars. Erin creates original recipes using the Guiding Stars nutrition rating system each month to help you plan nutritious meals that everyone will enjoy.
    INTERVIEW: Meet Guiding Stars Expert Chef Erin Dow (Part One)
  • Expert Chef
    http://www.guidingstars.com/category/expert-chef/
    Looking for great taste that’s high in nutrition? Our Expert Chef helps you bring Guiding Stars into your kitchen.
    Erin Dow is a chef with over 14 years of experience. She’s cooked for Anthony Bourdain and now she’s cooking for Guiding Stars. Erin creates original recipes using the Guiding Stars nutrition rating system each month to help you plan nutritious meals that everyone will enjoy.
    INTERVIEW: Meet Guiding Stars Expert Chef Erin Dow (Part One)
  • Expert Chef
    http://www.guidingstars.com/category/expert-chef/
    Looking for great taste that’s high in nutrition? Our Expert Chef helps you bring Guiding Stars into your kitchen.
    Erin Dow is a chef with over 14 years of experience. She’s cooked for Anthony Bourdain and now she’s cooking for Guiding Stars. Erin creates original recipes using the Guiding Stars nutrition rating system each month to help you plan nutritious meals that everyone will enjoy.
    INTERVIEW: Meet Guiding Stars Expert Chef Erin Dow (Part One)
  • Expert Chef
    http://www.guidingstars.com/category/expert-chef/
    Looking for great taste that’s high in nutrition? Our Expert Chef helps you bring Guiding Stars into your kitchen.
    Erin Dow is a chef with over 14 years of experience. She’s cooked for Anthony Bourdain and now she’s cooking for Guiding Stars. Erin creates original recipes using the Guiding Stars nutrition rating system each month to help you plan nutritious meals that everyone will enjoy.
    INTERVIEW: Meet Guiding Stars Expert Chef Erin Dow (Part One)
  • Expert Chef
    http://www.guidingstars.com/category/expert-chef/
    Looking for great taste that’s high in nutrition? Our Expert Chef helps you bring Guiding Stars into your kitchen.
    Erin Dow is a chef with over 14 years of experience. She’s cooked for Anthony Bourdain and now she’s cooking for Guiding Stars. Erin creates original recipes using the Guiding Stars nutrition rating system each month to help you plan nutritious meals that everyone will enjoy.
    INTERVIEW: Meet Guiding Stars Expert Chef Erin Dow (Part One)
  • Expert Chef
    http://www.guidingstars.com/category/expert-chef/
    Looking for great taste that’s high in nutrition? Our Expert Chef helps you bring Guiding Stars into your kitchen.
    Erin Dow is a chef with over 14 years of experience. She’s cooked for Anthony Bourdain and now she’s cooking for Guiding Stars. Erin creates original recipes using the Guiding Stars nutrition rating system each month to help you plan nutritious meals that everyone will enjoy.
    INTERVIEW: Meet Guiding Stars Expert Chef Erin Dow (Part One)
  • Expert Chef
    http://www.guidingstars.com/category/expert-chef/
    Looking for great taste that’s high in nutrition? Our Expert Chef helps you bring Guiding Stars into your kitchen.
    Erin Dow is a chef with over 14 years of experience. She’s cooked for Anthony Bourdain and now she’s cooking for Guiding Stars. Erin creates original recipes using the Guiding Stars nutrition rating system each month to help you plan nutritious meals that everyone will enjoy.
    INTERVIEW: Meet Guiding Stars Expert Chef Erin Dow (Part One)
  • Follow Guiding Stars
    www.guidingstars.com

    http://www.facebook.com/GuidingStars
    http://twitter.com/guidingstars
    http://www.flickr.com/photos/guidingstars
    http://www.youtube.com/guidingstarstv
  • Building Our Brand Through Community Centered Content

    1. 1. Building Our Brand through Community Centered Content Jaica Kinsman Guiding Stars Licensing Company Guiding Stars Licensing Company, 145 Pleasant Hill Road, Mail Sort 9900, Scarborough, ME 04074 USA 1-877-233-0975 www.guidingstars.com
    2. 2. Focus Become a Trust Agent Empower the community to interact Build a voice and a new stage for our ideas Bridge our offline experiences with our online presence Engagement Engage consumers through social media (Twitter, Facebook Page, blog commenting, etc.) Exposure and coverage Build authority, credibility and exposure
    3. 3. Approach Old Model New Model Selling Connecting Large Campaigns Small Acts Controlling the Message Transparency Available Hard to Reach Everywhere
    4. 4. Maximize customer communications at all touchpoints Foster a sense of community around the brand by building relationships Identify influencers in our industry - Establish relationships, partner & collaborate with them
    5. 5. Connect with Key Influencers
    6. 6. Connect with Key Influencers
    7. 7. Connect with Key Influencers
    8. 8. Connect with Key Influencers
    9. 9. Site Search New Features Blog RSS Feeds • Blog Articles and Company News • Blog Articles only • Company News only iPhone app Contact Forms • General Inquiry Form • Partner Inquiry Form • Contest Entry Forms Newsletter Signup Expert Chef Photo Galleries Videos News Archive Social Media Integration • Facebook Connect • Twitter Authentication • TweetMeme • Social sharing tools • Facebook Fan Box • Flickr Gallery feed
    10. 10. Why not make our community part of our website?
    11. 11. Why not make our community part of our website?
    12. 12. Why not make our community part of our website?
    13. 13. Why not make our community part of our website?
    14. 14. Why not make our community part of our website?
    15. 15. Why not make our community part of our website?
    16. 16. Why not make our community part of our website?
    17. 17. Why not make our community part of our website?
    18. 18. Why not make our community part of our website?
    19. 19. Blog Contributors and Guest Bloggers
    20. 20. Blog Contributors and Guest Bloggers
    21. 21. Publishing Content
    22. 22. Publishing Content
    23. 23. Publishing Content
    24. 24. Benefits
    25. 25. Benefits
    26. 26. Benefits
    27. 27. Benefits
    28. 28. Images
    29. 29. Images
    30. 30. Images
    31. 31. Images
    32. 32. Images
    33. 33. Images
    34. 34. Images
    35. 35. Images
    36. 36. Images
    37. 37. Images Search www.flickr.com using Flickr Advanced Search
    38. 38. Images Search www.flickr.com using Flickr Advanced Search Under Creative Commons make sure to check Only search within Creative Commons licensed content and Find content to use commercially
    39. 39. Images Search www.flickr.com using Flickr Advanced Search Under Creative Commons make sure to check Only search within Creative Commons licensed content and Find content to use commercially www.iStockphoto.com
    40. 40. Viral Video
    41. 41. Viral Video
    42. 42. Viral Video
    43. 43. Viral Video
    44. 44. Viral Video
    45. 45. Viral Video
    46. 46. Educational Video
    47. 47. Educational Video
    48. 48. Educational Video
    49. 49. Expert Chef
    50. 50. Expert Chef
    51. 51. Expert Chef
    52. 52. Expert Chef
    53. 53. Expert Chef
    54. 54. Expert Chef
    55. 55. Expert Chef
    56. 56. Expert Chef
    57. 57. Expert Chef
    58. 58. Jaica Kinsman Guiding Stars Licensing Company Jaica Kinsman is a web strategist and social media enthusiast for Guiding Stars Licensing Company. She is responsible for Internet marketing, community engagement and whatever else is cool and happening on the Interwebs. She designed the company website, oversees the Web and mobile strategy and serves as editor for the Guiding Stars Blog. Jaica is one of the founders of Social Media FTW and designs and consults small businesses through her company J Kinsman Studios LLC. www.guidingstars.com Building Our Brand through Community Centered Content Guiding Stars Licensing Company, 145 Pleasant Hill Road, Mail Sort 9900, Scarborough, ME 04074 USA 1-877-233-0975 www.guidingstars.com

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