Social Media & Brand Development

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Case Studies and dialogue on how social media can help build a brand.

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  • Obama campaign leveraged social media tools and strategies to:Organize and energize millions of people at the grass roots levelEngage people who have not participated in the political process to be active members.Raise hundreds of millions of dollars – much of it coming from ordinary citizens. In fact, over $300 million.
  • Three guiding principles:Build long-lasting relationships through dialogTurn clicks into “believers”Use content to convert strangers into collaborators.
  • One month after announcing his presidency:Obama – 250,000 Followers on FacebookClinton – 3,200 Followers on Facebook
  • Obama Social Media Team stressed the following attributes in building a political social media brand:EfficientAffordableEffectiveInteractive
  • The State Department asked social-networking site Twitter to delay scheduled maintenance to avoid disrupting communications among tech savvy Iranian citizens as the took to the streets to protest the reelection of President Mahmoud Ahmadinejad.
  • Does the next revolution start with technology as opposed to the pen?Only a third of Iranians have access to the Internet. According to a Zero Anthropology report there were only 45 actual Iranian users of Twitter. Early anti-communist protests in Poland were facilitated with the help of Xerox. “Beating the Russians one copy at a time.”The 1979 Iranian revolution was facilitated and brought about by tape recorders and video cassettes.
  • Rise of citizen journalism. Use of Flickr and Twitter. Real question is exactly how many Iranians are using Twitter? Is it actual citizens or parts of the “Iranian Diaspora.”Technologically possible? Question has come up that since the export of software to Iran is illegal in the U.S and some other countries, does Iran have the technology to create IM, tweets and connect with social media sites. Maybe the policy of the U.S. should be to get these software tools and technology into the hands of the Iranian opposition.By the by, according to a CBS News report, “10% of the Twitter Users generate 90% of the Twitter Content”
  • Social Media & Brand Development

    1. 1. Online Marketing Summit<br />Cleveland, OH| June 4, 2010<br />Creating a Personable Brand:<br />Through Social Media<br />Michael C. DeAloia“Tech Czar”LNE Group<br />#OMSCLE<br />1<br />
    2. 2. <ul><li>Building a Brand – Politics
    3. 3. Building a Cause – Iranian Elections
    4. 4. Building a You – “Tech Czar”
    5. 5. Co-Opting a Brand – BP Global PR
    6. 6. The Parody of a Brand – Sh#t My Dad Says
    7. 7. Case Studies</li></ul>2<br />“Flow of the Show”<br />
    8. 8. 6/8/2010<br />3<br />
    9. 9. June 7, 2010<br />4<br />Building a Brand<br />-Obscure Junior Senator<br />-African-American<br />-Funny Name<br />-Controversy over birthplace and Pastor<br />-Wants to run for President?<br />
    10. 10. “I’ll tell you something about Barack Obama that the media has not picked up on. He has got a very, very powerful presence on Facebook, on MySpace, on a lot of these sort of below the radar Social Networking Sites on the Internet.”<br /> -David Kravitz, Bluemassgroup.com<br />5<br />Building a Brand<br />
    11. 11. June 7, 2010<br />6<br />Building a Brand<br />
    12. 12. 7<br />Building a Brand<br />
    13. 13. 6/8/2010<br />8<br />Building a Brand<br />
    14. 14. 6/8/2010<br />9<br />Building a Brand<br />
    15. 15. 6/8/2010<br />10<br />
    16. 16. 6/8/2010<br />11<br />Building a Cause<br />
    17. 17. 6/8/2010<br />12<br />Building a Cause<br />
    18. 18. 6/8/2010<br />13<br />Building a Cause<br />
    19. 19. 6/8/2010<br />14<br />Building a Cause<br />
    20. 20. 6/8/2010<br />15<br />
    21. 21. 6/8/2010<br />16<br />Building a You – “Tech Czar”<br />
    22. 22. 6/8/2010<br />17<br />Building a You – “Tech Czar”<br />
    23. 23. 6/8/2010<br />18<br />Building a You – “Tech Czar”<br />
    24. 24. 6/8/2010<br />19<br />Building a You – “Tech Czar”<br />
    25. 25. 6/8/2010<br />20<br />Building a You – “Tech Czar”<br />
    26. 26. 6/8/2010<br />21<br />Building a You- “Tech Czar”<br />
    27. 27. 6/8/2010<br />22<br />Building a You- “Tech Czar”<br />
    28. 28. 6/8/2010<br />23<br />
    29. 29. 6/8/2010<br />24<br />Co-Opting a Brand<br />
    30. 30. 25<br />Co-Opting a Brand<br />
    31. 31. 6/8/2010<br />26<br />
    32. 32. 6/8/2010<br />27<br />The Parody of a Brand<br />
    33. 33. 6/8/2010<br />28<br />The Parody of a Brand<br />
    34. 34. 6/8/2010<br />29<br />The Parody of a Brand<br />
    35. 35. 6/8/2010<br />30<br />
    36. 36. “Houston…We have a problem.”<br />
    37. 37. Case Studies<br />
    38. 38. Bliss!<br />
    39. 39. Case Studies<br />
    40. 40. Michael C. DeAloia<br /><ul><li>mdealoia@lnegroup.com
    41. 41. 216.212.4067
    42. 42. Twitter.com/techczar
    43. 43. LinkedIn.com/in/mdealoia
    44. 44. Facebook.com/techczar
    45. 45. Website: www.lnegroup.com
    46. 46. Blog: www.techczar.blog.com
    47. 47. Blog: www.coolhistoryofcleveland.blog.com</li></ul>35<br />Thank You/Credit Slide<br />
    48. 48. 36<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />

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