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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Using social media to develop your brand Using social media to develop your brand Presentation Transcript

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