Brand assessment report for the 2009 event - Social Media Tools Week. Brand Assessment Report by Alberto González and Nuno Veiga

1. “Assessment for the “Social Technology Summit 2010””
Brand Assessment Report by
Alberto González and Nuno Veiga

2. Assessing the Brand
The following research was made for
Social Media Tools Week 2009
1) Identifying the places and spaces
2) Brand reflection
3) Team identification & engagement
4) Product & Service
5) Brand presence
6) Factual analysis
7) Initial thoughts

3. “Assessment for the #1
Identifying the
“Social Technology places and spaces
Summit 2010””

4. #1 Identifying the places and spaces
Places were the brand appears
or the event is mentioned

5. #1 Identifying the places and spaces
Places were the brand appears
or the event is mentioned
Slide Share - 3 presentations

6. #1 Identifying the places and spaces
Places were the brand appears
or the event is mentioned
Twitter - 3 tweets about it

7. #1 Identifying the places and spaces
Places were the brand appears
or the event is mentioned
Facebook - 1 event and a post

8. #1 Identifying the places and spaces
Places were the brand appears
or the event is mentioned
Youtube - 3 videos

9. #1 Identifying the places and spaces
Spaces were the event is mentioned
or the brand appears
The search on google "social media tools
week" came up with 10.500 Results.

10. #1 Identifying the places and spaces
Spaces were the event is mentioned
or the brand appears
http://deswalsh.com/2009/11/16/social-media-tools-week-begins/
http://www.customerthink.com/blog/social_media_tools_week_a_social_media_case_in_itself
http://www.walteradamson.com/2009/11/social-media-tools-week-slideshare-as-a-social-networking-tool.html
http://catherinesherwood.com/2009/11/social-media-tools-week-linkedin-active-business-networking-tool/
http://www.socialmedia-academy.com/blog/index.php/2009/10/15/1000-registrations-for-social-media-tools-week-so-far/
http://premiersocialmedia.com/2009/05/30/2009-social-media-conferences/
http://thinkconversation.wordpress.com/2009/10/14/social-media-tools-week-coming-up-in-november/
http://article.wn.com/view/2010/06/05/Social_Media_Week_Conference_Attracts_More_Than_7000_Attende/
http://www.jmorganmarketing.com/speaking/
http://socialmediainformationcenter.com/get-informed
http://www.blogcatalog.com/blogs/social-media-tools/all/explore/social+media+tools/
http://www.blogcatalog.com/blog/social-media-tools/b453e842f0730aab025870463c87ebea
http://chickenfox.com/blog/a-week-of-learning.html
http://current.com/items/91577917_social-media-tools-week-begins-photo.htm
http://socialmediainformationcenter.com/social-media-for-small-business
http://socialwayne.com/2009/07/21/3-ways-to-showcase-your-social-media-profiles-card-ly-dandyid-google-profiles/
http://www.customerthink.com/blog/can_you_segment_your_twitter_followers_and_what_value_does_that_bring
http://smartselling.wordpress.com/2010/03/15/social-media-strategy-and-master-electricians/
http://www.marcomprofessional.com/search?q=tag:socialmedia
http://www.walteradamson.com/2009/11/socsmtw-social-media-assessment.html
http://ct56.pagepointhosting.com:8082/company/nuevora
http://www.customerthink.com/taxonomy/term/cheap_fashion_shoes_clothes_jeans_handbag_lo/0/news/news/smart_strategy?page=68&order=Date+Posted
http://walter.mp/?page=7&s=112229
http://www.newleaseg2m.com/news/social-media-academy-first-au-graduates/
http://www.coreysanders.com/?p=124
http://www.dynamicbusiness.com.au/articles/articles-growth/keeping-on-top-of-business-trends4674.html

11. “Assessment for the #2
Brand
“Social Technology reflection
Summit 2010””

12. #2 Brand Reflection
Sentiment around the brand
The mentions we found were about people who attended the event,
and most about their presentations.
@smashingmag #smtw I haven't seen much of it, but I think it will evolve over time into something different than pure voyeurism.
"This is a shameless plug for an event,"
"We have scoured the internet and have compiled a list of the most interesting Social Media Conferences for the second half of 2009"
"Social Media Tools Week = Great Information"
"Next month, there will be an excellent opportunity to begin solving this problem."
"A similar type of venue to LearnTrends. Come hear some thought leaders in the social media space in a packed schedule"
"Thanks to the team from Social Media Academy I’ve been given the opportunity to present at their global multi-day event next week"
"A whole week packed with the newest and most compelling Social Media tools from around the world, key note presentations and career
development sessions. Probably the most important Social Media Event of the year."

13. #2 Brand Reflection
Sentiment around the brand
The brand has no brand, has a kind of logo image. There are a few Keynotes
on Slideshare with the Social Media Academy design. Brand Confusion.

14. “Assessment for the #3
Team identification
“Social Technology & engagement
Summit 2010””

15. #3 Team identification & engagement
Team mates and executive presences in the
social web. Approachability, network strength.
The most relevant people on the event are the following. Much of the engagement
is about their own presentations, and not much about the event itself.
Marita Roebkes only appears mentioned as a member of the organization.
Axel Schultze Catherine Sherwood Walter Adamson
John Todor Wendy Soucie Des Walsh

16. “Assessment for the #4
Product
“Social Technology & Service
Summit 2010””

17. #4 Product and Service
Largest Online Social Media Event
Definition:
International online event with most likely more than 7,000 attendees.
Everything managers/consultants need in order to design and execute a
Social Media strategy. Thirty demo’s and presentations with eleven
keynotes delivered to a global audience.
Primary Mission:
Help business managers and consultants identify the best social media tools available to them.
Secondary Mission:
Help the industry expose these latest technologies and get access to a global market

18. #4 Product and Service
Largest Online Social Media Event
Unique Differentiators:
• First ever global social media products event
• Best of the best Social Media tools available in the world
• Largest online social media event
Key Offerings:
Business relevant tools: Top 30 tools on the market
Platforms , management tools utilities, reporting and analytics tools everything available on the market

19. “Assessment for the #5
Brand
“Social Technology presence
Summit 2010””

20. #5 Brand Presence
Identifying brand managed places and team presence:
Summary of Activity:
10 blog mentions
0 news mentions
16 tweets (estimated total),
0 message board postings

21. #5 Brand Presence
Identifying brand managed places
and team presence:

22. #5 Brand Presence
Identifying brand managed places
and team presence:

23. #5 Brand Presence
Identifying brand managed places
and team presence:

24. #5 Brand Presence
Identifying brand managed places
and team presence:

25. #5 Brand Presence
Identifying brand managed places
and team presence:

26. #5 Brand Presence
Identifying brand managed places
and team presence:

27. “Assessment for the #6
Factual
“Social Technology analysis
Summit 2010””

28. #6 Factual Analysis
Largest Online Social Media Event
Brand –
• Very little branding from both a traditional and modern sense
• No Mark, or Brand DNA/Imprint to speak of
• Very little brand presence in social spaces and places for an event of this magnitude
Brand +
• Unique Differentiators
• One of a kind niche event
• Credible socially active Team members

29. “Assessment for the #7
Initial
“Social Technology thoughts
Summit 2010””

30. #7 Initial Thoughts
Insights and Recommendations
Brand
• Undergo a brand DNA exercise and establish the voice, persona and mission of the brand
• Select a name that is more attractive and better describes your offering
• Create a mark/logo that reflects brand DNA and voice
• Develop a key differentiating statement and value proposition
• Extend the Brand through both traditional and digital collateral systems
• Create a website for the event
• Deploy the brand to Social Platforms: Facebook, Twitter, My Space, Slideshare, LinkedIn etc.
• Cultivate a solid Network through social/digital platforms
• Offer a community/forum around the event and listen to your audience
• Stay in front of your audience through blogs/ webinars/ social media/ newsletters
• Provide follow up of the event, for non-participants

31. “Assessment for the “Social Technology Summit 2010””
Brand Assessment Report by
Alberto González and Nuno Veiga