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.

2. Part Three: Using Social Media to Develop Your Brand

3. 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

5. Environment

6. History

7. Community

8. PeopleIdentity People Brand Promise Community Environment History

9. 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.

10. 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.

11. Part Three: Using Social Media to Develop Your Brand Social Media and Branding Always remember: Relationships matter when fulfilling a brand promise.

12. 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

13. 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.

14. 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.

15. 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.

16. Part Three: Using Social Media to Develop Your Brand 5 Phases of Making a Brand Time for questions?

17. 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’!

18. 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!

19. 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.

20. 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.

21. Part Three: Using Social Media to Develop Your Brand 5 Phases of Making a Brand Questions about strategy?

22. 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.

23. 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

24. 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

25. 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

26. Part Three: Using Social Media to Develop Your Brand 5 Phases of Making a Brand Questions about articulation?

27. 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.

28. 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?

29. 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!

30. 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.

31. Part Three: Using Social Media to Develop Your Brand 5 Phases of Making a Brand The Activation Phase Example: The Rural Learning Center!

32. Part Three: Using Social Media to Develop Your Brand 5 Phases of Making a Brand Questions about activation?

33. 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.

35. 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?!

36. Part Two: What IS A Brand, Anyway? Until We Meet Again… Thanks very much For your time and Interest!