Where is Your Social Brand? Cultivating a Strong Brand Across Web 1.0, Web 2.0 and Offline.

Where is your Social Brand? Cultivating a Strong Brand Across Web 1.0, Web 2.0 and Offline Evelyn So

In the next 90 mins…  Introduction  The Mindset  Part 1: Assessment ~~ Q and A ~~  Part 2: Social Media Presence ~~ Q and A ~~  Part 3: Strategy & Plan ~~ Q and A ~~  Part 4: Social Brand ~~ Discussion ~~ 2 Noesium Consulting Inc.

A Story … 3 Noesium Consulting Inc.

Sarah K. Jennifer H. Brenda D. Sarah K. 4 Noesium Consulting Inc.

?? 5 Noesium Consulting Inc.

Bikes without Borders A-Ha!!! 6 Noesium Consulting Inc.

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It’s about the (Brand) Experience “Social” is a big part of the experience I was never approached! It’s not about 1-way telling It seems quick, easy and free to do 15 Noesium Consulting Inc.

The Experience-centric Mindset 16 Noesium Consulting Inc.

Pre-experience a brand (through convos) A brand is a collection of experiences and associations connected with a service, a person or any other entity. Associate a brand with trusted resources (my friends, lots of Facebook members) 17 Noesium Consulting Inc.

Social Communication Ecosystem Website Social Print network EXPERIENCE Social Email sharing Event Blog 18 Noesium Consulting Inc.

Decision Making Process Ambassador Involvement Trust Enthusiasm EXPERIENCE Knowledge 19 Noesium Consulting Inc.

Rational Emotional BRAND 20 Noesium Consulting Inc.

The Influence Website Social Print network EXPERIENCE Social Email sharing Event Blog 21 Noesium Consulting Inc.

1 7 2 Competing for … 1 7 2 6 3 6 3 5 4 5 4 1 7 2 1 6 3 7 2 5 4 6 3 5 4 22 Noesium Consulting Inc.

You are busy with … 23 Noesium Consulting Inc.

Pause and re-focus on this … 24 Noesium Consulting Inc.

Part 1 : Assessment 25 Noesium Consulting Inc.

1.0 Why Assessment?  Need to where you are before going forward  Find out what you have and do not have  Lay a solid foundation for Part 2-4 26 Noesium Consulting Inc.

Part 1 - What you will achieve…  A clear picture of  your ecosystem  gaps or inconsistencies  What you know (and don’t know) about your audience  Immediate actions  Quick fixes 27 Noesium Consulting Inc.

1.1 What’s your Communication Ecosystem? Your touchpoints include…  Offline  Direct mail  Poster  Events etc…  Web 1.0  Website(s)  Email & E-Newsletters etc…  Social Media  Social Network (Facebook, LinkedIn, Twitter, etc..)  Blog (shared, own, etc..)  Social Sharing (Flickr, YouTube, Vimeo, Digg, etc..) etc… 28 Noesium Consulting Inc.

1.2 Any gaps and inconsistencies?  Can your audience find you?  Can your audience “travel” through your system?  Are there any  Inconsistent messages?  Dated information?  News distributed on some but not all channels?  Inappropriate use of logo?  Broken links?  Operation efficiency  Do you have a feedback loop to capture all info?  Do you have a consolidated, accessible database? 29 Noesium Consulting Inc.

1.3 What do you know about your audience now? You may already have info from..  Through experience and insights  Your interactions with donors or volunteers  Any FAQs?  When do you get a “blank look”?  What are the toughest questions?  Surveys and Polls  Interviews  Email  Volunteer Meetings 30 Noesium Consulting Inc.

1.4 How well do you know your audience? Have you identified… Charity-Related  I tell my friends this organization is …  My main problem with this organization is …  I say yes/no because/when …  I attend this charity event because …  I stop donating to this charity because …  I am frustrated/confused because …. Not Charity-Related (key for social web)  I “hang out” at … (Facebook, Email, IM, etc.)  I trust …  I relate myself to ….  I see myself as … 31 Noesium Consulting Inc.

Part 1 : Assessment Questions? Part 2 : Social Web Presence 32 Noesium Consulting Inc.

Part 2 : Social Web Presence 33 Noesium Consulting Inc. Version 1

2.0 Why Social Media Presence?  Assess where you are on the Social Web  …before building or improving your brand  What’s your “reach”  Get to really know your audience  Where are they?  What do they talk about?  Who do they talk with?  Who are they connected to?  How do they feel about your brand?  Lay a solid foundation for Part 3-4 34 Noesium Consulting Inc.

Our network is not that big yet • You know more people than you thought…through networks of networks of networks • Ecosystem - how many people on your mailing list are also on your Social Network? 35 Noesium Consulting Inc.

Your Connections (and their connections) Facebook You Facebook Cousin Johnny Volunteer Colleagues LinkedIn School 36 Noesium Consulting Inc.

Part 2 - What you will achieve…  A clear picture of  Where you are on the Social Web, as a group and as individuals  Where your audience is  Where/who are the connections  What do people say about your brand  Immediate actions  Effectively build your networks for a stronger presence 37 Noesium Consulting Inc.

What if my audience is not on Social Media? • Have you asked or are you guessing? • E.g. Seniors are not tech savvy, they are not on social networks. Or are they? • Gen X, Y, Z … • Who will be decision makers and donors soon? • Who will be decision makers and donors in 10 years? Note – it takes time to build a Social Media Presence (brand) 38 Noesium Consulting Inc. Version 1

2.1 Where is your “reach”?  Part 1 : Your ecosystem  Are your staff, volunteers and donors, as individuals, on Social Networks? Are they connected with each other?  Do you have a volunteer community? Have you extended your offline meetings to online conversations?  Do people on Web 1.0/offline networks know about your Social Media “homes”?  Is anyone sharing – blogs, photos, videos, etc. with friends..but not with your group?  People who are interested in XYZ may also be interested in your cause – do you know where they are? Are you connected to the influencers? and many more.. 39 Noesium Consulting Inc.

We cannot approach total strangers!  It’s not about blasting out messages  Social Networks encourage meeting new friends  It is NOT about telling; it is about  building relationships  participating in conversations  contributing to the community  being genuine and helpful TRUST, ENTHUSIASM, INVOLVEMENT, AMBASSADOR 40 Noesium Consulting Inc.

2.2 Do people talk about you?  Search  Follow (Blog, Twitter) 41 Noesium Consulting Inc.

2.3 What do people talk/feel about you? Social Media Tracking & Monitoring Tools ($$) 42 Noesium Consulting Inc.

Part 2 : Social Web Presence Questions? Part 3 : Strategy and Plan 43 Noesium Consulting Inc.

3. Strategy and Plan 44 Noesium Consulting Inc. Version 1

3.0 Why Strategy? Why Plan? Assessment Strategy Plan Execute Maintain 45 Noesium Consulting Inc.

The danger of diving in Assessment Start and Stop Strategy Fragmented messages Costly operation Plan Not responsive (backfire) Lose connections Lost trust Execute Poor Brand Experience Maintain 46 Noesium Consulting Inc.

Part 3: What you will achieve…  A clear picture of  objectives, long-term and short-term  Why, What, When, How, Who, How much  A sustainable roadmap  Avoid “diving into social media” disaster 47 Noesium Consulting Inc.

3.1 Social Brand Strategy  Social Media ≠ Marketing  Social Media ≠ Campaign  Social Media ≠ Another way to do PR  Social Media Strategy ≠ one size fits all  Not all Social Networks are suitable for you (don’t be pressured to be everywhere and nowhere) Social Media = Long-term Relationship Social Brand = Meaningful Experience 48 Noesium Consulting Inc.

Can I still do a campaign? Yes, to bring awareness to a specific project… ….within the overall long-term strategy of building relationships within your social communication ecosystem TRUST, ENTHUSIASM, INVOLVEMENT, AMBASSADOR 49 Noesium Consulting Inc. Version 1

Culture , Strategy, Plan – NOT accidental! 50 Noesium Consulting Inc.

3.2 A few key things in your Strategy  Part 1 and Part 2: Do you have enough information?  Long term objectives  E.g. Create ambassadors  Short term objectives/projects  E.g. Bring awareness to the next event  Experience-centric  Ecosystem  Content  Budget, Resources, Time requirement  Training  “Social engagement” policy 51 Noesium Consulting Inc.

3.3 Plan it! Social Presence is NOT free  Create content  E.g. blog  E.g. videos  Keep up conversations  On each platform  Hyper responsive  Operating the Ecosystem  Planning  Tracking and Monitoring Use Project Management practice to control timeline, resources and budget 52 Noesium Consulting Inc.

Part 3 : Strategy and Plan Questions? Part 4 : Social Brand 53 Noesium Consulting Inc.

4. (Social) Brand 54 Noesium Consulting Inc. Version 1

Part 4 - What you will achieve…  Effectively build on Part 1-3  An understanding of Social Brand Experience in terms of  Visual  Brand Personality  Brand Stories/Content  Immediate action  Brush up your “visual” presence  Develop/improve your voice on Social Web  Share – give people something to talk about  Gather user generated content 55 Noesium Consulting Inc.

4.1 Visual Identity on the Social Web  Logo  Consistent  Them variations  Different mediums (web, print, products, email)  Social Media  Avator (logo)  Organization Vs Individuals  Badge  Widget 56 Noesium Consulting Inc.

Widget 57 Noesium Consulting Inc.

Logo variations 58 Noesium Consulting Inc.

Badge Facebook application and group 59 Noesium Consulting Inc.

Merchandize (emotional purchase) 60 Noesium Consulting Inc.

Question: How can I include Breast Cancer in my company donation plan? Frustration #1 – Too many websites Frustration #2 – Email response VERY slow (past my planning period) 61 Noesium Consulting Inc.

Reminder… A brand is a collection of experiences and associations connected with a service, a person or any other entity. Website Social Print network Social Email EXPERIENCE sharing Event Blog 62 Noesium Consulting Inc.

4.2 Personality  Think: Resume Vs The Real Person, Life  Think Copywriting Vs Conversations On Social Web, it is your “voice”, your interactive style, your authenticity that defines your brand 63 Noesium Consulting Inc.

Biography Series and Albums Juno, Platinum, Gold awards Top on charts …..etc. HENNIE BEKKER But who really is this guy? 64 Noesium Consulting Inc.

Content & Engagement Model Website Facebook Blog MySpace EComm YouTube Order by Phone Vimeo Music Sites Live Concert 65 Noesium Consulting Inc. Version 1

This got the message out … 66 Noesium Consulting Inc.

But why not … 67 Noesium Consulting Inc.

Better still… 68 Noesium Consulting Inc.

What about a big organization? How can there be a personality?  Part of brand development  An organization is made up of individuals 69 Noesium Consulting Inc.

4.3 Group Vs Individual POLL Brands on Twitter: Who do you want to tweet with? 70 Noesium Consulting Inc.

2 Twitterers Refresh Events Business Week 57 Twitterers 71 Noesium Consulting Inc.

Logo Person Combined Remember: it’s the relationship that counts 72 Noesium Consulting Inc.

4.4 Brand story (Content)  Give something for people to talk about  Give something for ambassador to pass along  Encourage User Generated Content (UGC) 73 Noesium Consulting Inc.

Let people “pre-experience” the brand Pictures Videos Blog EXPERIENCE Discussions Recommendations News Presentations 74 Noesium Consulting Inc.

Give something for people to talk about/share What do you have?  Pictures  Videos  Presentations  Blog(s)  Websites, blogs , articles and news you like  Interesting tweets etc.. 75 Noesium Consulting Inc.

Only 4 photos Vs Many photos Facebook Website 76 Noesium Consulting Inc.

Uploading pictures and videos take a lot of time Not necessary, if you leverage the Web 2.0 technology 77 Noesium Consulting Inc.

Facebook Applications Social Sharing Sites 78 Noesium Consulting Inc.

Website LinkedIn Twitter BLOG Website LinkedIn Slideshare SLIDES 79 Noesium Consulting Inc.

Social Sharing 80 Noesium Consulting Inc.

Social Bookmarking  E.g. Digg, De.li.cious  You are what you like/share  E.g. news about the environment  Act as a knowledge centre  A social sharing/network destination 81 Noesium Consulting Inc.

Example: Social Bookmarking 82 Noesium Consulting Inc.

User Generated Content (UGC)  Example: Amazon.com  Book titles + UGC (reviews)  Example: YouTube  UGC (videos)  Example: Mobile Jam Fest  Contest + Workshops + Events + UGC (youth creative work)  You need to…  Provide a place for them to share content  Nurture a sharing culture  Encourage volunteers, staff and donors share their experiences 83 Noesium Consulting Inc.

20 Leaders - Art piece 1 min Intro - Aunction “Is there any way we can use Twitter to get people’s attention? We are on Twitter but not totally active.” 84 Noesium Consulting Inc.

Live Twitter Interviews Geoffrey Roche Founder & CCO Lowe Roche Kevin McLaughlin President AutoShare Tony Chapman CEO Capital C Lee Lefever Founder CommonCraft Frank Palmer CEO DDB Canada Dave Stevens GM MySpace Mia Wedgbury President High Road Communications David Feldt SVP, GM Organic Jacquelyn Corbett Cyr CEO Espresso Goodwin Gibson President MacLaren MRM 85 Noesium Consulting Inc.

User generated content Shared voices Influencers 86 Noesium Consulting Inc.

Recap  The Brand Experience Mindset  Part 1: Assessment  Part 2: Social Media Presence  Part 3: Strategy & Plan  Part 4: Brand 87 Noesium Consulting Inc.

Connect with me ! www.noesium.com evelyn.so@noesium.com noesium www.noesium.com/blog @evelynso www.linkedin.com/in/evelynso Evelyn So / Noesium Consulting 88 Noesium Consulting Inc.

Discussion 89 Noesium Consulting Inc.

Where is Your Social Brand? Cultivating a Strong Brand Across Web 1.0, Web 2.0 and Offline.

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