AYN Brand : Branding 2.0 Workshop


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Social Media Branding 2.0 presentation created by Grace Rodriguez (President, AYN Brand) for Diverseworks Creative Capital DW2 "Public Relations and Marketing Workshop" held at Spacetaker in Houston, TX (January 2009)

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  • AYN Brand : Branding 2.0 Workshop

    1. BRANDING 2.0 Presented by: Grace Rodriguez, AYN Brand
    2. <ul><li>This workshop will help you answer: </li></ul><ul><ul><li>1. What are Web 2.0 and Social Media? </li></ul></ul><ul><ul><li>2. How can I use it for Personal Branding? </li></ul></ul><ul><ul><li>3. How do I use it to Build Audience? </li></ul></ul><ul><ul><li>4. How do I Manage the Dialogue? </li></ul></ul>BRANDING 2.0
    3. WHAT ARE WEB 2.0 & SOCIAL MEDIA? Tag Cloud: Luca Cremonini/Markus Angermeier
    4. <ul><li>The term &quot;Web 2.0&quot; is widely credited to Tim O'Reilly: </li></ul><ul><li>The Web as Platform – The World is Flat (Thomas L. Friedman) </li></ul><ul><li>Collective Intelligence – Crowdsourcing </li></ul><ul><li>Content is King, Data is Key – Information Economy </li></ul><ul><li>It’s Everywhere – Virtual Mobility </li></ul><ul><li>Rich User Experiences – Useful, Engaging, Community-Oriented </li></ul>Web 1.0 was Commerce. Web 2.0 is People. - Ross Mayfield, CEO if Socialtext WHAT IS WEB 2.0?
    5. WHAT IS SOCIAL MEDIA? <ul><li>Social media is the use of electronic and Internet tools to share and discuss information and experiences with other people. </li></ul><ul><li>Blogs : Wordpress, TypePad, Blogger </li></ul><ul><li>Microblogs : Twitter, Jaiku, Pownce, Tumblr </li></ul><ul><li>Social Networks : Facebook, LinkedIn, MySpace </li></ul><ul><li>Aggregators : FriendFeed, SocialThing, Youmeo </li></ul><ul><li>“ White Label” Networks : Ning, KickApps, CollectiveX </li></ul><ul><li>Crowdsourcing : Wikipedia, PBWiki, Yelp, crowdSPRING </li></ul><ul><li>Bookmarking : Delicious, StumbleUpon, Digg </li></ul><ul><li>Photo : Flickr, SmugMug, Picasa, Photobucket </li></ul><ul><li>Video : YouTube, Vimeo, TubeMogul </li></ul><ul><li>Livecasting : Ustream, Justin.tv </li></ul><ul><li>Audio/Music : imeem, Last.fm, Pandora, iLike </li></ul>
    6. WHAT IS THE DIFFERENCE? “ Web 2.0” represents the next generation of Internet companies and technology. “ Social Media” refers to the use of those tools to communicate with other people. Web 2.0 : Social Media :: TV/Cable : Broadcasts
    7. BRANDING 2.0 “ Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions.” Branding is developing in identity and culture around your brand that inspires, moves, and motivates people. Branding 2.0 is achieving this in the virtual universe, reaching people everywhere, all the time.
    8. PERSONAL BRANDING wordle.net
    9. <ul><li>Being good in business is the most fascinating kind of art. Making money is art and working is art and good business is the best art. </li></ul><ul><li>- Andy Warhol </li></ul>SELLING YOURSELF IS NOT SELLING OUT
    10. YOU ARE YOUR PRODUCT Treating our personalities as products reflects an increasingly competitive society in which the best way to stand out is to develop an engaging - and easily defined - image. - Jennine Lee-St.John, TIME
    11. <ul><li>To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi, or the Body Shop ask themselves: What is it that my product or service does that makes it different? </li></ul><ul><li>- Tom Peters, Fast Company </li></ul>BRAND YOU
    12. PROSTITUTION STARTS WITH P.R. The best way to sell yourself to others is first to sell the others to yourself. - Napoleon Hill
    13. <ul><li>Build Relationships with Meaning & Value </li></ul><ul><li>Social Capital is just as important as financial capital: </li></ul><ul><li>Build Value: Provide quality content. </li></ul><ul><li>Share: Spread the wealth. </li></ul><ul><li>Credit: Respect & acknowledge others when it’s due. </li></ul><ul><li>The ATM of Social Capital: </li></ul><ul><li>Authenticity </li></ul><ul><li>Transparency </li></ul><ul><li>Meaning </li></ul>GOOD P.R. = GOOD RELATIONSHIPS
    14. BE SEEN: DEVELOP WEB PRESENCE <ul><ul><li>Content : Create a meaningful, mission-driven mix of content, including verbal, visual, and audio postings. </li></ul></ul><ul><ul><li>Community : Create an outreach strategy that engages the people you want to gather around your organization. </li></ul></ul><ul><ul><li>Communication : Build a “home” for your conversations, whether through a blog or CMS, that people can always return to for more information and updates. </li></ul></ul><ul><ul><li>Outposts : Build social network outposts to communicate with others and share the way to your “home” platform. </li></ul></ul><ul><ul><li>Design & Linkage : Reciprocally link your home and outposts to communications, target audiences, community sites, industry sites, portals, blogs, etc. </li></ul></ul>
    15. <ul><ul><li>Join the Conversation : Proactively participate - post insights, comments, kudos, questions, etc. </li></ul></ul><ul><ul><li>Read & Respond : Create a system to regularly to follow and engage in the conversation. </li></ul></ul><ul><ul><ul><li>Google Alerts: Discover and monitor mentions, topic/industry keywords </li></ul></ul></ul><ul><ul><ul><li>Feedburner: Track the number of your blog subscribers, monitor traffic spikes </li></ul></ul></ul><ul><ul><ul><li>Twitter Search/TweetBeep: Track mentions, retweets, topic/industry keywords </li></ul></ul></ul>BE HEARD: ADVOCATE & PROMOTE
    16. <ul><li>Develop authority within your field, build strong relationships, & increase your social capital by sharing: </li></ul><ul><ul><li>Information : Industry- and community-relevant news </li></ul></ul><ul><ul><li>Tips : Shortcuts, best practices </li></ul></ul><ul><ul><li>Techniques : How you’ve achieved special and/or unique results in your work </li></ul></ul><ul><ul><li>Events : Shows, exhibits, openings, social, networking, workshops, seminars, conferences, etc. </li></ul></ul><ul><ul><li>Opportunities : Job openings, proposal/bid requests, grant applications, collaborative opportunities, etc. </li></ul></ul>BE A RESOURCE: SHARE!
    17. DEVELOP YOUR STRATEGY <ul><li>Identity: Who are you? </li></ul><ul><li>Image: How do you want to be perceived? </li></ul><ul><li>Culture: Who/what resonates with you? </li></ul><ul><li>Positioning: How will you differentiate? </li></ul><ul><li>Outreach: How will you connect? </li></ul><ul><li>Align your Image, Efforts, and Activities with your mission/goals and BE CONSISTENT ! </li></ul>
    18. BUILD AUDIENCE wordle.net
    19. <ul><li>The Rhapsody demand, however, keeps going. Not only is every one of Rhapsody's top 100,000 tracks streamed at least once each month, the same is true for its top 200,000, top 300,000, and top 400,000. As fast as Rhapsody adds tracks to its library, those songs find an audience, even if it's just a few people a month, somewhere in the country. </li></ul><ul><li>This is the Long Tail. </li></ul><ul><li>- Chris Anderson, Wired </li></ul>IT’S A WHOLE NICHE WORLD
    20. 80/20 VS. 2.0 20% The New Way (with a bigger, longer tail) The Old Way (Pareto Principle, or 80/20 rule) Control When Web 2.0 is applied… Source: http://en.wikipedia.org/wiki/The_Long_Tail
    21. EVERY ONE COUNTS 20% Source: http://en.wikipedia.org/wiki/The_Long_Tail High $ value donors, Smaller distribution Low $ value donors, Larger distribution Control Web 2.0 significantly increases total value contributed/received by aggregating the “long tail” of smaller value donors.
    22. THE RENGEN *Source: “Decoding Generational Differences” by W. Stanton Smith, Principal, Next Generation Initiatives <ul><li>Short for Renaissance Generation, RenGen was coined by Patricia Martin to identify the new “Cultural Consumer” that has emerged alongside social media. This market comprises people from various age groups who are united by similar psychographics, rather than by traditional demographics: </li></ul><ul><ul><li>Their world is wired , flat , social , and democratic . </li></ul></ul><ul><ul><li>They want authenticity , meaning , good design, natural / organic experiences and products . </li></ul></ul><ul><ul><li>They want to feel connected to a mission* and have fun. </li></ul></ul><ul><ul><li>They believe strongly in community service * and volunteering for a good cause . </li></ul></ul><ul><ul><li>They connect through the Web frequently and regularly . </li></ul></ul>
    23. THE NUMBERS <ul><li>47% of people’s time on the internet is spent on content; 33% on communicating </li></ul><ul><li>91% of users are likely to act on a friend’s recommendation </li></ul><ul><li>330 million online video viewers </li></ul><ul><li>Twitter @ 1 million users and 3 million messages per day </li></ul><ul><li>LinkedIn @ 19 million users </li></ul><ul><li>MySpace @ 110 million users </li></ul><ul><li>41% of users read blogs </li></ul><ul><li>Source: Vanina Delobelle, PhD – May 08 </li></ul>0:07:51 1,655 Yahoo! 360° 1:00:10 1,749 MyYearbook 0:02:15 1,887 Buzznet.com 0:16:38 1,900 Meetup.com 0:23:34 2,025 hi5 0:20:33 2,176 Bebo 0:06:57 2,271 Ning 0:03:46 2,622 Last.fm 0:35:58 2,818 AOL Community 0:33:27 2,867 Tagged.com 0:12:03 3,558 Imeem 0:04:09 3,662 Flixster 0:32:47 4,347 Club Penguin 0:01:53 5,539 AOL Hometown 0:04:43 7,481 Reunion.com 0:06:13 8,546 Windows Live Spaces 0:12:52 9,566 LinkedIn 0:08:30 15,451 Classmates Online 1:21:14 29,226 Facebook 2:19:38 59,482 Myspace.com Time/Person Users (000) Top 20 Social Sites, 06/08
    24. MULTI-GENERATIONAL USE Base: US online consumers Source: NACTAS Q4 2006 North American Devices & Access Online Survey, Forrester NACTAS Q4 2006 Youth Media & Marketing And Finance Online Survey Percent of each generation in each Social Technographics® category
    25. TARGET YOUR OUTREACH Source: Rapleaf <ul><li>Facebook Users </li></ul><ul><li>2.6 million users identified: 63% female, 36% male </li></ul><ul><li>17%<18 yrs | 52% 18-25 yrs | 21% 26-35 yrs | 5% 36-45 yrs | 5%>45 yrs </li></ul><ul><li>2.9 major social networking sites used on average </li></ul><ul><li>MySpace Users </li></ul><ul><li>11.3 million users identified: 63% female, 36% male </li></ul><ul><li>20%<18 yrs | 40% 18-25 yrs | 27% 26-35 yrs | 7% 36-45 yrs | 6%>45 yrs </li></ul><ul><li>2.4 major social networking sites used on average </li></ul><ul><li>LinkedIn Users: </li></ul><ul><li>0.8 million users identified: 38% female, 61% male </li></ul><ul><li>2%<18 yrs | 9% 18-25 yrs | 49% 26-35 yrs | 24% 36-45 yrs | 16%>45 yrs </li></ul><ul><li>3.2 major social networking sites used on average </li></ul><ul><li>Plaxo Users: </li></ul><ul><li>1.3 million users identified: 62% female, 37% male </li></ul><ul><li>16%<18 yrs | 39% 18-25 yrs | 24% 26-35 yrs | 10% 36-45 yrs | 11%>45 yrs </li></ul><ul><li>3.6 major social networking sites used on average </li></ul>
    26. <ul><li>Research VIPs, potential buyers, curators, fans … </li></ul><ul><li>People volunteer a vast amount of information on social networking sites. Through them you can discover: </li></ul><ul><li>Relevant Interests </li></ul><ul><li>Backgrounds </li></ul><ul><li>Affiliations </li></ul><ul><li>History : previous purchasing and patron activity </li></ul><ul><li>Opportunities : points of convergence and synergy </li></ul>TARGET YOUR AUDIENCE
    27. <ul><li>Identify who they really are. </li></ul><ul><li>Find where they visit and congregate. </li></ul><ul><li>Visit their sites and hubs. </li></ul><ul><li>Friend and follow them. </li></ul><ul><li>Engage them with meaningful, valuable content and discussion. </li></ul><ul><li>Support your audiences interests and causes … they just may return the favor. </li></ul>GET TO KNOW YOUR AUDIENCE
    28. NOW SEARCH … <ul><li>Seek your audience and their haunting grounds via: </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Relevant websites </li></ul></ul><ul><ul><li>Directories </li></ul></ul>
    29. MANAGING COMMUNITY wordle.net
    30. FACEBOOK <ul><li>Create a Profile </li></ul><ul><li>Populate it with your info, including all contact info, website, blog, email, etc. </li></ul><ul><li>Customize it to be consistent with your brand </li></ul><ul><li>Add photos, video, etc. </li></ul><ul><li>Seek & Add Friends </li></ul><ul><li>Invite others to add you </li></ul><ul><li>Start a Fan Page / Group </li></ul><ul><li>Seek & Invite people to Become a Fan /Join Group </li></ul><ul><li>Enable Twitter </li></ul>
    31. MYSPACE <ul><li>Create a Profile </li></ul><ul><li>Populate it with your information, including all contact info, website, blog, email, and other profiles </li></ul><ul><li>Customize it to be consistent with your brand </li></ul><ul><li>Add photos, video, etc. </li></ul><ul><li>Seek & Add Friends </li></ul><ul><li>Invite people to add you </li></ul>
    32. LINKEDIN <ul><li>Create a Profile </li></ul><ul><li>Populate it with your info, including all contact info, website, blog, email, and other profiles </li></ul><ul><li>Seek & Add Contacts </li></ul><ul><li>Invite others to link to you </li></ul><ul><li>Ask for Recommendations </li></ul><ul><li>Create a group for your fans and/or industry </li></ul><ul><li>Invite people to join your group </li></ul>
    33. TWITTER <ul><li>Create a Profile </li></ul><ul><li>Populate it with your info, including contact info, website, blog, email </li></ul><ul><li>Customize it to be consistent with your brand </li></ul><ul><li>Seek relevant & like-minded people to follow </li></ul><ul><li>Tweet </li></ul><ul><li>Retweet </li></ul><ul><li>Reply </li></ul><ul><li>Give kudos </li></ul>
    34. YOUTUBE <ul><li>Create a Profile </li></ul><ul><li>Populate it with your info, including all contact info, website, blog, email, and other profiles </li></ul><ul><li>Create a Channel </li></ul><ul><li>Record yourself creating </li></ul><ul><li>Record Events & Shows </li></ul><ul><li>Upload & Tag them </li></ul><ul><li>Share: Twitter, Facebook </li></ul><ul><li>Embed videos in your blog and/or website </li></ul>
    35. FLICKR <ul><li>Create a Profile </li></ul><ul><li>Populate it with your info, including all contact info </li></ul><ul><li>Create a group for your fans and/or genre </li></ul><ul><li>Seek Contacts to add </li></ul><ul><li>Photograph your work </li></ul><ul><li>Photograph Shows & Events </li></ul><ul><li>Upload & Tag them </li></ul><ul><li>Share: Twitter, Facebook </li></ul><ul><li>Embed the photos to your blog and/or website </li></ul>
    36. THANK YOU! Grace Rodriguez President, AYN Brand grace@aynbrand.com | 713.568.6835 twitter: gracerodriguez | facebook: grace j rodriguez