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Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
Using social media to develop your brand
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Using social media to develop your brand

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In this presentation, Bobbi Gaukel from One8y Creative walks you through five steps of brand development; they include Discovery, Strategy, Articulation, Activation, and Maintenance and describes how …

In this presentation, Bobbi Gaukel from One8y Creative walks you through five steps of brand development; they include Discovery, Strategy, Articulation, Activation, and Maintenance and describes how they relate to social media.

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  • 1.
  • 2. Part Three: Using Social Media to Develop Your Brand<br />
  • 3. Part Three: Using Social Media to Develop Your Brand<br />Let’s Recap…<br />Brand Promise:<br />The image you build in<br />the mind of your audience,<br />consistently delivered to<br />be unique, believable, and <br />compelling. <br />Brand Promise<br />
  • 4. Part Three: Using Social Media to Develop Your Brand<br />Let’s Recap…<br />Brand Promise:<br />Should be reflected in every<br />way your brand ‘touches’<br />your audience:<br /><ul><li>Identity
  • 5. Environment
  • 6. History
  • 7. Community
  • 8. People</li></ul>Identity<br />People<br />Brand Promise<br />Community<br />Environment<br />History<br />
  • 9. Part Three: Using Social Media to Develop Your Brand<br />Social Media and Branding<br />Where to begin?<br />According to USA Today,<br />there were more than 850<br />social media sites in 2008,<br />with up to 250,000 <br />projected for the future.<br />
  • 10. Part Three: Using Social Media to Develop Your Brand<br />Social Media and Branding<br />However, most companies<br />use no more than 4 or 5<br />social media platforms<br />consistently.<br />Don’t be overwhelmed!<br />Start small, and grow.<br />
  • 11. Part Three: Using Social Media to Develop Your Brand<br />Social Media and Branding<br />Always remember:<br />Relationships matter when fulfilling a brand promise.<br />
  • 12. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Let’s break the branding process into <br />five separate phases first:<br />• The Discovery Phase<br />• The Strategy Phase<br />• The Articulation Phase<br />• The Activation Phase<br />• The Maintenance Phase<br />
  • 13. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Discovery Phase:<br /> An information gathering process that <br /> results in clear understanding about your<br /> organization…who you are…organically,<br /> experientially, perceptually.<br />
  • 14. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Discovery Phase<br />Create a street team to:<br /> - ask questions<br /> - gather ‘stories’<br /> - collect data<br /> - generate interest<br />Street Team:<br />A marketing team<br />that operates in less structured settings to promote or <br />build a brand.<br />
  • 15. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Discovery Phase<br />Example:<br />A non-profit who gathers<br />a list of people from their<br />past (board members, former<br />colleagues, friends to share<br />the strengths of the organization<br />thru photos, videos or stories.<br />Street Team:<br />A marketing team<br />that operates in less structured settings to promote or <br />build a brand.<br />
  • 16. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Time for questions?<br />
  • 17. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Strategy Phase<br /> The place where your positioning platform<br /> for your brand is developed, using the <br /> research and findings from the discovery<br /> phase. Set your goals before you ‘go’!<br />
  • 18. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Strategy Phase:<br />This is often the stage where your ‘big idea’ is born.<br />This may also be the point where you decide to enlist outside help!<br />
  • 19. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Strategy Phase<br />Some examples:<br />Apple: Think different.<br />FedEx: The world on time.<br />RLC:Reimagine rural.<br />
  • 20. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Strategy Phase<br />Use caution: strategy<br />is often best done with <br />a smaller group of invested<br />individuals.<br />
  • 21. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Questions about strategy?<br />
  • 22. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Articulation Phase<br /> Key messages are created following the<br /> strategy that has been decided upon. <br /> This is also the ‘visual’ phase – logos and <br /> environments are developed if necessary <br />and many see for the first time what they <br /> ‘feel’ they authentically are. <br />
  • 23. Part Three: Using Social Media to Develop Your Brand<br />Let’s Recap…<br />The Articulation Phase<br /> Be sure your brand<br /> promise is the thing<br /> being articulated!<br />Brand Promise<br />
  • 24. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Articulation Phase<br />Create focus groups<br />using social media by:<br /> - soliciting feedback<br /> - comparing ideas<br /> - offering options<br /> - testing presumptions<br />Focus Groups:<br />Measure perceptions, <br />opinions, beliefs and attitudes<br />about your brand<br />
  • 25. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Articulation Phase<br />Example:<br />Using your social media vehicle<br />of choice to offer examples of <br />creative directions and to lead<br />with qualitative questions about<br />the branding direction.<br />Say ‘how does this make you feel’<br />vs. ‘do you like this?’<br />Focus Groups:<br />Measure perceptions, <br />opinions, beliefs and attitudes<br />about your brand<br />
  • 26. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Questions about articulation?<br />
  • 27. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Activation Phase<br /> This is the ‘launch’ phase of the branding<br /> process. At this point, you are ready to<br /> share your consistent message and engage<br /> with your audience from your established<br /> platform.<br />
  • 28. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Activation Phase<br />Your primary social media strategies will <br />Be implemented here. The key word is <br />‘relationship.’ How can you get to know <br />Your audience better? What do they want<br />From you? Can you learn from their input?<br />
  • 29. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Activation Phase<br />Most importantly,<br />unify your message!<br /> - across platforms<br /> - use a consistent look<br />- be flexible<br /> - ENGAGE!<br />
  • 30. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Activation Phase<br />Example:<br />A non-profit organization creates<br />a blog that seeks to bring to life<br />real issues, challenges and solutions<br />that its primary audience faces.<br />The blog is updated weekly, and <br />mentioned often in conversations<br />that the organization engages in.<br />With time, the audience grows and <br />the blog BECOMES a visualization<br />of the organization’s brand.<br />
  • 31. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Activation Phase<br />Example:<br />The Rural Learning<br />Center!<br />
  • 32. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Questions about activation?<br />
  • 33. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Maintenance Phase<br /> No longer a static experience, branding has<br /> become an ongoing relationship with your<br /> audience. The best brands consistently put<br /> fresh ideas forward in the interest of keeping<br /> their audience engaged.<br />
  • 34. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Maintenance Phase<br />Continue the <br />conversation!<br />- Listen strategically<br />- Stay involved<br /><ul><li> Be prepared for some</li></ul> negatives<br /> - Continually refresh!<br />
  • 35. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Maintenance Phase<br />Example:<br />A small fashion company launches<br />it’s clothing line on facebook. After<br />some comments from listeners that<br />the clothing only works for ‘skinny’<br />people, the company shoots photos<br />of their own office staff – real people<br />of many sizes – to disprove the <br />negative discussion. Results helped to<br />make the product even stronger!<br />Do these pants<br />Make me look<br />FAT?!<br />
  • 36. Part Two: What IS A Brand, Anyway?<br />Until We Meet Again…<br />Thanks very much<br />For your time and<br />Interest!<br />

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