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Part Three: Using Social Media to Develop Your Brand<br />
Part Three: Using Social Media to Develop Your Brand<br />Let’s Recap…<br />Brand Promise:<br />The image you build in<br ...
Part Three: Using Social Media to Develop Your Brand<br />Let’s Recap…<br />Brand Promise:<br />Should be reflected in eve...
Environment
History
Community
People</li></ul>Identity<br />People<br />Brand Promise<br />Community<br />Environment<br />History<br />
Part Three: Using Social Media to Develop Your Brand<br />Social Media and Branding<br />Where to begin?<br />According to...
Part Three: Using Social Media to Develop Your Brand<br />Social Media and Branding<br />However, most companies<br />use ...
Part Three: Using Social Media to Develop Your Brand<br />Social Media and Branding<br />Always remember:<br />Relationshi...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Let’s break the branding process...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Discovery Phase:<br />	An in...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Discovery Phase<br />Create ...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Discovery Phase<br />Example...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Time for questions?<br />
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Strategy Phase<br />	The pla...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Strategy Phase:<br />This is...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Strategy Phase<br />Some exa...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Strategy Phase<br />Use caut...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Questions about strategy?<br />
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Articulation Phase<br />	Key...
Part Three: Using Social Media to Develop Your Brand<br />Let’s Recap…<br />The Articulation Phase<br />	Be sure your bran...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Articulation Phase<br />Crea...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Articulation Phase<br />Exam...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Questions about articulation?<br />
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Activation Phase<br />	This ...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Activation Phase<br />Your p...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Activation Phase<br />Most i...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Activation Phase<br />Exampl...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />The Activation Phase<br />Exampl...
Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Questions about activation?<br />
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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 they relate to social media.

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Transcript of "Using social media to develop your brand"

  1. 1.
  2. 2. Part Three: Using Social Media to Develop Your Brand<br />
  3. 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. 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. 5. Environment
  6. 6. History
  7. 7. Community
  8. 8. People</li></ul>Identity<br />People<br />Brand Promise<br />Community<br />Environment<br />History<br />
  9. 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. 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. 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. 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. 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. 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. 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. 16. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Time for questions?<br />
  17. 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. 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. 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. 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. 21. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Questions about strategy?<br />
  22. 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. 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. 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. 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. 26. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Questions about articulation?<br />
  27. 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. 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. 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. 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. 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. 32. Part Three: Using Social Media to Develop Your Brand<br />5 Phases of Making a Brand<br />Questions about activation?<br />
  33. 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. 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. 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. 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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