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LEVERAGING SOCIAL MEDIA
FOR YOUR BRAND
KAREN LEE
SOCIAL WEB & EMAIL STRATEGIST
@KARENLEE
A BRAND IS A LIVING ENTITY
AND IT IS ENRICHED OR
UNDERMINED CUMULATIVELY
OVER TIME, THE PRODUCT OF A
THOUSAND SMALL GESTUR...
•  The rules are changing:
§  Communication
§  Content Creation
§  Distribution
§  Discovery
§  Attention
•  How is y...
•  Print (news)
•  Radio
•  TV
•  Social advertising
•  Mobile advertising
•  Native advertising
PAID
•  Print (magazine)
...
•  Web/email copy
•  Articles
•  How-to’s
•  Q&As
•  E-books
•  White papers
•  Case studies
•  Playbooks
•  Guides
•  Dir...
•  Infographics
•  Charts
•  Tables
•  Slides
•  Professional
•  User generated
•  People
•  Places
•  Events
GRAPHIC: Ill...
CHANGE IS A PROCESS &
CHANGE TAKES TIME.
LESSONS LEARNED
STEPS YOU CAN TAKE FOR YOUR BRAND
•  Know your core values
•  Understand where your organization excels
•  Develop a brand toolkit
•  Know your marketing & ...
BRANDING: UNIFIED
Logo
(Brand Mark)
Tone of Voice
Stanford GSB
Facilities:
Campus and
Beyond
Collateral Social Media Progr...
BEFORE: LOGOS
ONE SCHOOL, MANY LOGOS
AFTER: LOGOS
ONE SCHOOL, ONE LOGO
•  What are they seeking from you?
•  What are your areas of expertise?
•  How will your content provide value?
BECOME A M...
“WHILE I WAS AT THE GSB, I FELT
INTELLECTUALLY ON FIRE – NOW
THAT I’VE GRADUATED THE GSB KEEPS
THAT FLAME ALIVE BY PROVIDI...
New
•  O’Reilly Recognized for Broadening Understanding of
Organization Behavior
•  Summer Programs Keep the Business Scho...
BEFORE: TELL ME
AFTER: TEACH ME
AFTER: TEACH ME
PLAY: SNACK-SIZED VIDEOS
•  Develop an experience that addresses your audience
needs and wants, not your organization
•  Be mobile-friendly
•  Crea...
BUSINESS INSIGHTS (IN PROGRESS)
ENCOURAGE READING & DISCOVERY
•  Define the purpose and benefit of each channel
•  Develop a calendar to create, produce and publish
content
•  Promote ...
BEFORE & AFTER: EMAIL
CURATE CONTENT & ENCOURAGE SHARING
ORGANIZE FOR SUCCESS
TO BE EFFICIENT AND ALIGNED
Before After
•  Decentralized
•  10 Facebook Pages
•  12 Twitter Accounts...
HOW TO BE A BRAND CHAMPION
WITH SOCIAL MEDIA
•  Involve your stakeholders early and often
•  Understand their business objectives
•  Serve as a connector across your o...
•  Identify opportunities to integrate social into your
existing marketing channels and early adopters
•  Leverage key eve...
•  Develop a social media committee
•  Share social media campaigns and initiatives
•  Create best practices, how to guide...
•  Be audience-centric
•  Find the thought-provoking, interesting nuggets
•  Tailor the story for your social platforms
• ...
SHARE EXPERTISE
BITE-SIZED RESEARCH TAKEAWAYS
SHARE EXPERIENCE
Each one of us has limitless potential inside us to make an
extraordinary difference in this world if we ...
SHARE EXPERIENCE
SHOWCASE THE COMMUNITY
SHARE INSIGHTS
DEVELOP THEMATIC PIECES OF CONTENT
LISTEN AND ENGAGE
BOTH ONLINE AND OFFLINE
•  Be proactively helpful
•  Acknowledge or respond
whenever possible
•  Find op...
•  Be the eyes and ears of your brand
•  Get involved and get integrated
•  Become a media company
•  Tailor content to yo...
A BRAND IS A LIVING ENTITY
AND IT IS ENRICHED OR
UNDERMINED CUMULATIVELY
OVER TIME, THE PRODUCT OF A
THOUSAND SMALL GESTUR...
THANK YOU!
QUESTIONS?
@KARENLEE
LEEKAREN@STANFORD.EDU
Leveraging Social Media For Your Brand | Stanford Graduate School of Business
Leveraging Social Media For Your Brand | Stanford Graduate School of Business
Leveraging Social Media For Your Brand | Stanford Graduate School of Business
Leveraging Social Media For Your Brand | Stanford Graduate School of Business
Leveraging Social Media For Your Brand | Stanford Graduate School of Business
Leveraging Social Media For Your Brand | Stanford Graduate School of Business
Leveraging Social Media For Your Brand | Stanford Graduate School of Business
Leveraging Social Media For Your Brand | Stanford Graduate School of Business
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Leveraging Social Media For Your Brand | Stanford Graduate School of Business

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Read my keynote presentation summary: http://goo.gl/V1qtbQ

- How to extend your brand through social media
- Ways to Integrate social media across digital channels
- Why it's important to align your social media objectives with your content strategy
- Stanford Graduate School of Business examples

Published in: Social Media, Education, Business

Transcript of "Leveraging Social Media For Your Brand | Stanford Graduate School of Business"

  1. 1. LEVERAGING SOCIAL MEDIA FOR YOUR BRAND KAREN LEE SOCIAL WEB & EMAIL STRATEGIST @KARENLEE
  2. 2. A BRAND IS A LIVING ENTITY AND IT IS ENRICHED OR UNDERMINED CUMULATIVELY OVER TIME, THE PRODUCT OF A THOUSAND SMALL GESTURES. MICHAEL EISNER, CEO OF DISNEY
  3. 3. •  The rules are changing: §  Communication §  Content Creation §  Distribution §  Discovery §  Attention •  How is your organization changing? THE RISE OF SOCIAL MEDIA THANKS, INTERNET
  4. 4. •  Print (news) •  Radio •  TV •  Social advertising •  Mobile advertising •  Native advertising PAID •  Print (magazine) •  Websites •  Blogs •  Press room •  Email •  Events THE MARKETING ORCHESTRA AN EVOLVING OVERVIEW •  Facebook •  Twitter •  LinkedIn •  Google+ •  YouTube •  Slideshare •  Instagram •  Pinterest •  Q&A (Quora) •  Review sites •  Third-party communities OWNED EARNED
  5. 5. •  Web/email copy •  Articles •  How-to’s •  Q&As •  E-books •  White papers •  Case studies •  Playbooks •  Guides •  Directories TEXT: Short-Form CONTENT FORMATS A GROWING LIST •  Facebook posts •  Tweets •  YouTube metadata •  Instagram caption TEXT: Long-Form TEXT: Micro-Form
  6. 6. •  Infographics •  Charts •  Tables •  Slides •  Professional •  User generated •  People •  Places •  Events GRAPHIC: Illustrations CONTENT FORMATS A GROWING LIST •  Live events •  Interviews •  Narrative •  Demos •  Webinars •  Podcasts PHOTOS AUDIOVISUAL
  7. 7. CHANGE IS A PROCESS & CHANGE TAKES TIME.
  8. 8. LESSONS LEARNED STEPS YOU CAN TAKE FOR YOUR BRAND
  9. 9. •  Know your core values •  Understand where your organization excels •  Develop a brand toolkit •  Know your marketing & communication objectives BUILD A STRONG FOUNDATION UNDERSTAND YOUR STRENGTHS & VALUES
  10. 10. BRANDING: UNIFIED Logo (Brand Mark) Tone of Voice Stanford GSB Facilities: Campus and Beyond Collateral Social Media Programs & Events Website Signage Student Communications Prospective- Student Communications Influencer Communications Alumni Relations Communications ONE SCHOOL, ONE BRAND
  11. 11. BEFORE: LOGOS ONE SCHOOL, MANY LOGOS
  12. 12. AFTER: LOGOS ONE SCHOOL, ONE LOGO
  13. 13. •  What are they seeking from you? •  What are your areas of expertise? •  How will your content provide value? BECOME A MEDIA COMPANY CREATE CONTENT FOR YOUR TARGET AUDIENCE
  14. 14. “WHILE I WAS AT THE GSB, I FELT INTELLECTUALLY ON FIRE – NOW THAT I’VE GRADUATED THE GSB KEEPS THAT FLAME ALIVE BY PROVIDING ME WITH STIMULATING CONTENT AND UNIQUE PERSPECTIVES ON BIG, COMPELLING ISSUES.” - ALUMNA, STANFORD GSB
  15. 15. New •  O’Reilly Recognized for Broadening Understanding of Organization Behavior •  Summer Programs Keep the Business School Busy •  Mike Aviles, MBA ‘90, Honored with 2011 Porras Award •  Three Faculty Honored With New Academic Chair Awards Old STORY HEADLINES LESS TELL ME, MORE TEACH ME •  The Promise and Peril of Bitcoin •  Google’s Gopi Kallayi: How To Break Through Digital Noise •  Stanford Launches University-Wide Global Development & Poverty Research Initiative •  How Do You Make a Memorable Presentation? New
  16. 16. BEFORE: TELL ME
  17. 17. AFTER: TEACH ME
  18. 18. AFTER: TEACH ME
  19. 19. PLAY: SNACK-SIZED VIDEOS
  20. 20. •  Develop an experience that addresses your audience needs and wants, not your organization •  Be mobile-friendly •  Create website content YOUR WEBSITE MATTERS PROVIDE A GREAT EXPERIENCE
  21. 21. BUSINESS INSIGHTS (IN PROGRESS) ENCOURAGE READING & DISCOVERY
  22. 22. •  Define the purpose and benefit of each channel •  Develop a calendar to create, produce and publish content •  Promote your content; grow your audience •  Experiment frequently •  Measure, analyze, learn, and optimize DISTRIBUTE YOUR CONTENT TAILOR APPROPRIATELY BY YOUR AUDIENCE
  23. 23. BEFORE & AFTER: EMAIL CURATE CONTENT & ENCOURAGE SHARING
  24. 24. ORGANIZE FOR SUCCESS TO BE EFFICIENT AND ALIGNED Before After •  Decentralized •  10 Facebook Pages •  12 Twitter Accounts •  Infrequent publishing •  Flagship and Hub & Spoke •  1 Facebook Page •  5 Twitter Accounts •  Daily/weekly publishing •  Social Media Landing Page •  Tumblr
  25. 25. HOW TO BE A BRAND CHAMPION WITH SOCIAL MEDIA
  26. 26. •  Involve your stakeholders early and often •  Understand their business objectives •  Serve as a connector across your organization GET INVOLVED JOIN FORCES TO MAKE A BIGGER IMPACT
  27. 27. •  Identify opportunities to integrate social into your existing marketing channels and early adopters •  Leverage key events to tap into big audiences •  Draw visible connections between social media efforts and business objectives GET INTEGRATED MAKE SOCIAL MEDIA VISIBLE EVERYWHERE
  28. 28. •  Develop a social media committee •  Share social media campaigns and initiatives •  Create best practices, how to guides, and practical tools •  Provide monthly dashboards •  Present case studies with other departments CELEBRATE WINS & FAILURES DEVELOP A FORUM FOR KNOWLEDGE SHARING
  29. 29. •  Be audience-centric •  Find the thought-provoking, interesting nuggets •  Tailor the story for your social platforms •  Master the art of repurposing content •  Test, learn, and evolve SHARE A GREAT STORY
  30. 30. SHARE EXPERTISE BITE-SIZED RESEARCH TAKEAWAYS
  31. 31. SHARE EXPERIENCE Each one of us has limitless potential inside us to make an extraordinary difference in this world if we can break our mental barriers and be open to the risk and ambiguity that comes with it.” -Ritu Narayan (MSx ‘14) SHOWCASE YOUR STUDENTS
  32. 32. SHARE EXPERIENCE SHOWCASE THE COMMUNITY
  33. 33. SHARE INSIGHTS DEVELOP THEMATIC PIECES OF CONTENT
  34. 34. LISTEN AND ENGAGE BOTH ONLINE AND OFFLINE •  Be proactively helpful •  Acknowledge or respond whenever possible •  Find opportunities for your community to create content
  35. 35. •  Be the eyes and ears of your brand •  Get involved and get integrated •  Become a media company •  Tailor content to your audience •  Empower your community to tell a great story •  Listen, engage, test, measure and learn (repeat) TWEETABLE TAKEAWAYS
  36. 36. A BRAND IS A LIVING ENTITY AND IT IS ENRICHED OR UNDERMINED CUMULATIVELY OVER TIME, THE PRODUCT OF A THOUSAND SMALL GESTURES. MICHAEL EISNER, CEO OF DISNEY
  37. 37. THANK YOU! QUESTIONS? @KARENLEE LEEKAREN@STANFORD.EDU
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