BRANDING, SOCIAL MEDIA,  (and learning to lose control) hub berkeley talk 9/10/09 - nathaniel whittemore /  [email_address...
This presentation is about: <ul><li>...your brand in a new world </li></ul><ul><li>...the internet and social media </li><...
What is a brand?
“ A “brand” is an  emotional aftertaste   conjured up by but not necessarily dependent upon a series of experiences.” -Zef...
Brand is... <ul><li>the emotions you associate with something </li></ul><ul><li>the emotion that is  in general  associate...
In the modern world, brand is more important than ever.
(why?)
Why is brand so important? <ul><li>increased choice </li></ul><ul><ul><li>i.e. ---------------> </li></ul></ul><ul><li>fra...
KEY POINT: <ul><li>Nonprofits and for profits are in the same boat.  </li></ul><ul><ul><li>There are more product options ...
Media + Brand
The four revolutions of media 1. Printed Word (books) 2. Conversational media (Telephone) 3. Recorded Media (records) 4. B...
What they shared? <ul><ul><li>i.e. ONE to ONE  (or)  ONE to MANY </li></ul></ul>“ There is a curious asymmetry. The media ...
The shift <ul><ul><li>the internet is “many to many” </li></ul></ul><ul><ul><li>to quote Shirky again: </li></ul></ul><ul>...
What does this mean for brands? <ul><li>Brands are potentially more viral than ever (every one is potentially a distributo...
Case Studies <ul><li>Virality: TED </li></ul><ul><li>Destruction: Rockstar </li></ul><ul><li>Out of control: Fiji  </li></...
Virality: TED <ul><li>TED is a conference for big brains </li></ul><ul><li>Extremely elite </li></ul><ul><li>Hyper intelle...
uh, what? are we still in america?
Vulnerability: Rockstar <ul><li>Sued Change.org + threatened others for connecting anti-gay statements of Michael Savage t...
Loss of Control: Fiji <ul><li>Fiji water sold a picture of “green” that didn’t jive with reality </li></ul><ul><ul><li>fac...
Loss of Control: FORGE <ul><li>Kjerstin Erickson switched models and ran out of money </li></ul><ul><li>Decided to blog ab...
Brand reality recap <ul><li>Brands are potentially more viral than ever  (every one is potentially a distributor) </li></u...
Social media
What is “social media” <ul><li>Social media refers to a new generation of internet communication that is all about sharing...
Web 1.0 <ul><li>DIGITIZING INFORMATION </li></ul><ul><ul><li>Small number of people publishing (still hard to publish cont...
Web 2.0 <ul><li>Easier to publish rich content (blogs, videos, photo) </li></ul><ul><li>Easier to connect, communicate, co...
Implications for nonprofits <ul><ul><li>Traditional Fundraising and Communication </li></ul></ul><ul><ul><li>Peer-to-Peer ...
It’s all about the value you provide?
<ul><li>Give them something to talk about </li></ul><ul><li>Give them something to do </li></ul><ul><li>Give them somethin...
What’s the role of social media? <ul><li>Give them something to talk about  (the conversation happens on Twitter, Facebook...
Case Studies <ul><li>Give em something to talk about:  charity:water </li></ul><ul><li>Give em something to do:  Kiva </li...
charity:water <ul><li>Incredibly compelling media </li></ul><ul><ul><li>compelling because you become part of the story  <...
Kiva.org <ul><li>Micro-loans to developing world entrepreneurs </li></ul><ul><li>Opening the right of credit </li></ul><ul...
Change.org <ul><li>Started as a “social network for social change” and quickly hit a plateau </li></ul><ul><li>Switched to...
Connecting it back <ul><li>Each of these three companies is working to establish their brand by: </li></ul><ul><ul><li>pro...
Bonus tip: Great Music <ul><li>A vastly under discussed element of brand is music as a part of media.  </li></ul><ul><ul><...
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Hub Brand Presentation

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Hub Brand Presentation

  1. 1. BRANDING, SOCIAL MEDIA, (and learning to lose control) hub berkeley talk 9/10/09 - nathaniel whittemore / [email_address] [email_address]
  2. 2. This presentation is about: <ul><li>...your brand in a new world </li></ul><ul><li>...the internet and social media </li></ul><ul><li>...losing control </li></ul><ul><li>...and getting more of what you need </li></ul>
  3. 3. What is a brand?
  4. 4. “ A “brand” is an emotional aftertaste conjured up by but not necessarily dependent upon a series of experiences.” -Zefrank (key: it’s all about feeling) (key: it’s all about feeling) (key: it’s all about feeling) (key: it’s all about feeling)
  5. 5. Brand is... <ul><li>the emotions you associate with something </li></ul><ul><li>the emotion that is in general associated with something (i.e. for it to be ‘the brand’ more than you has to feel it) </li></ul><ul><ul><li>Example: Walmart </li></ul></ul>
  6. 6. In the modern world, brand is more important than ever.
  7. 7. (why?)
  8. 8. Why is brand so important? <ul><li>increased choice </li></ul><ul><ul><li>i.e. ---------------> </li></ul></ul><ul><li>fractured broadcast platforms </li></ul><ul><ul><li>i.e. ---------------> </li></ul></ul>
  9. 9. KEY POINT: <ul><li>Nonprofits and for profits are in the same boat. </li></ul><ul><ul><li>There are more product options than ever before, and it’s increasingly easy to find and buy them. </li></ul></ul><ul><ul><li>There are more options for donating, volunteering, and getting involved than ever before, and it’s increasingly easy to find and join them </li></ul></ul>
  10. 10. Media + Brand
  11. 11. The four revolutions of media 1. Printed Word (books) 2. Conversational media (Telephone) 3. Recorded Media (records) 4. Broadcast Media (radio/tv)
  12. 12. What they shared? <ul><ul><li>i.e. ONE to ONE (or) ONE to MANY </li></ul></ul>“ There is a curious asymmetry. The media that are good at creating conversations are no good at creating groups. The media that are good at creating groups are no good at creating conversations.” -Clay Shirky
  13. 13. The shift <ul><ul><li>the internet is “many to many” </li></ul></ul><ul><ul><li>to quote Shirky again: </li></ul></ul><ul><ul><ul><li>“ Media is increasingly less just a source of information and increasingly more a site of coordination.” </li></ul></ul></ul>
  14. 14. What does this mean for brands? <ul><li>Brands are potentially more viral than ever (every one is potentially a distributor) </li></ul><ul><li>Brands are more vulnerable than ever (critics can assemble like never before) </li></ul><ul><li>Brands are less in the control of the central entity than ever before (it’s all about what people are saying about you, not what you’re saying about yourself) </li></ul>
  15. 15. Case Studies <ul><li>Virality: TED </li></ul><ul><li>Destruction: Rockstar </li></ul><ul><li>Out of control: Fiji </li></ul><ul><li>Positively Lost Control: FORGE </li></ul>
  16. 16. Virality: TED <ul><li>TED is a conference for big brains </li></ul><ul><li>Extremely elite </li></ul><ul><li>Hyper intellectual </li></ul><ul><li>any yet..... </li></ul><ul><li>wildly popular (100+ million video views) </li></ul>
  17. 17. uh, what? are we still in america?
  18. 18. Vulnerability: Rockstar <ul><li>Sued Change.org + threatened others for connecting anti-gay statements of Michael Savage to Rockstar </li></ul><ul><li>The response: attack us, we’ll kill your brand </li></ul><ul><li>Rockstar drops suit, gets proactive </li></ul><ul><li>Rockstar publicly affirms commitment to LGBT rights, and pledges to donate $100,000 to LGBT organizations. </li></ul>
  19. 19. Loss of Control: Fiji <ul><li>Fiji water sold a picture of “green” that didn’t jive with reality </li></ul><ul><ul><li>factory runs on diesel </li></ul></ul><ul><ul><li>shipping horrible for environment </li></ul></ul><ul><ul><li>no explicit philanthropic commitment </li></ul></ul><ul><ul><li>profits complicit with autocratic government </li></ul></ul><ul><ul><li>threatens critical reporters </li></ul></ul><ul><li>Fiji has become persona non grata in a huge number of the circles it specifically tried to brand to. </li></ul>
  20. 20. Loss of Control: FORGE <ul><li>Kjerstin Erickson switched models and ran out of money </li></ul><ul><li>Decided to blog about her mistakes </li></ul><ul><li>Story picked up and used to generate action around her </li></ul>
  21. 21. Brand reality recap <ul><li>Brands are potentially more viral than ever (every one is potentially a distributor) </li></ul><ul><li>Brands are more vulnerable than ever (critics can assemble like never before) </li></ul><ul><li>Brands are less in the control of the central entity than ever before (it’s all about what people are saying about you, not what you’re saying about yourself) </li></ul>
  22. 22. Social media
  23. 23. What is “social media” <ul><li>Social media refers to a new generation of internet communication that is all about sharing horizontally. </li></ul><ul><li>Web 1.0 was all about better information </li></ul><ul><li>Web 2.0 is all about sharing </li></ul><ul><li>Web 3.0 is converting online energy to offline community and action </li></ul>
  24. 24. Web 1.0 <ul><li>DIGITIZING INFORMATION </li></ul><ul><ul><li>Small number of people publishing (still hard to publish content) </li></ul></ul><ul><ul><li>No interaction </li></ul></ul>
  25. 25. Web 2.0 <ul><li>Easier to publish rich content (blogs, videos, photo) </li></ul><ul><li>Easier to connect, communicate, collaborate (social networks, wikis, twitter) </li></ul><ul><li>Relationships changing from hierarchical to symmetrical </li></ul>
  26. 26. Implications for nonprofits <ul><ul><li>Traditional Fundraising and Communication </li></ul></ul><ul><ul><li>Peer-to-Peer Fundraising and Communication </li></ul></ul><ul><li>(look familiar? remember this graphic from the branding section?) </li></ul>
  27. 27. It’s all about the value you provide?
  28. 28. <ul><li>Give them something to talk about </li></ul><ul><li>Give them something to do </li></ul><ul><li>Give them something to come back to </li></ul>How do you provide value?
  29. 29. What’s the role of social media? <ul><li>Give them something to talk about (the conversation happens on Twitter, Facebook, and blogs) </li></ul><ul><li>Give them something to do (the commitment to action happens on Change.org, Causes, GlobalGiving) </li></ul><ul><li>Give them something to come back to (your presence across platforms weaves the web of places through which your people engage) </li></ul>
  30. 30. Case Studies <ul><li>Give em something to talk about: charity:water </li></ul><ul><li>Give em something to do: Kiva </li></ul><ul><li>Give em something to come back to: Change.org </li></ul>
  31. 31. charity:water <ul><li>Incredibly compelling media </li></ul><ul><ul><li>compelling because you become part of the story </li></ul></ul><ul><ul><li>compelling because it looks up not down </li></ul></ul><ul><ul><li>compelling because it’s connected to INTERESTING action opportunities </li></ul></ul>
  32. 32. Kiva.org <ul><li>Micro-loans to developing world entrepreneurs </li></ul><ul><li>Opening the right of credit </li></ul><ul><li>Fast loan fulfillment </li></ul><ul><li>Ability to reloan </li></ul><ul><li>Not a charitable gift </li></ul><ul><li>KEY LESSON: Platforms for action are not the same as reasons for action. </li></ul>
  33. 33. Change.org <ul><li>Started as a “social network for social change” and quickly hit a plateau </li></ul><ul><li>Switched to a content driven strategy and launched up to a million uniques </li></ul><ul><li>Started connecting content with action </li></ul><ul><ul><li>Success include: Rockstar, Diners Club International, Tim Hortons, Immigration) </li></ul></ul>
  34. 34. Connecting it back <ul><li>Each of these three companies is working to establish their brand by: </li></ul><ul><ul><li>providing a consistent experience to engender a positive emotional aftertaste </li></ul></ul><ul><ul><li>using distribution networks like facebook and twitter to get more people to participate in that emotional response </li></ul></ul><ul><ul><li>Connecting the latent energy of that emotional experience to real opportunities for action </li></ul></ul>
  35. 35. Bonus tip: Great Music <ul><li>A vastly under discussed element of brand is music as a part of media. </li></ul><ul><ul><li>See: Girl Effect, Invisible Children, Carrot Mob, charity:water </li></ul></ul>

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