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Hub Brand Presentation

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