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By Christoph Trappe
                       ChristophTrappe.com
                                  April 2013



Tweet me at @ctrappe
My value proposition (current draft):
I help …
 people recognize good stories.
 people tell authentic stories through the best
  channel as well as multiple channels.
 tell the community’s story.
 do all of this to improve our community.
 United Way (and the community) come up
  with new, fun and innovative ways of telling
  their stories.

                                   Tweet me at @ctrappe
Who here is comfortable
in public? (Public
speaking, meetings, etc.)


                  Tweet me at @ctrappe
Who is here is comfortable
on social media?



                  Tweet me at @ctrappe
   Comfortable in public… but not on social.
   Why?
    ◦ Permanent
    ◦ So much more public
    ◦ People can go back to it
    ◦ There are dangers: Voice and tone, people read
      what they want to read, might say something
      “wrong.”
    ◦ It takes time to be public.




                                         Tweet me at @ctrappe
   Brands can be built on social
   Jobs, jobs, jobs
   Connections, connections, connections
   Knowledge
   History




                                  Tweet me at @ctrappe
 91% of online adults use social media
  regularly (The Social Skinny)
 There are more devices connected to the
  Internet than there are people on Earth
 40% of people spend more time socializing
  online than they do face-to-face
(source: AllTwitter)




                                 Tweet me at @ctrappe
Guesses?

                  According to Pew …

http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-
                       Networking-full-detail.aspx




                                                Tweet me at @ctrappe
Tweet me at @ctrappe
… a dinner party.
 You share stories, connect with people, listen!

 You hardly ever sell.

Success in social media: Connect first. People
 might buy later.

Not traditional marketing.
   Define what you want to accomplish…
    ◦ Gain knowledge
    ◦ Become a thought leader
    ◦ Chronicle the community’s story
   Define what you can and cannot say
   Start
   Re-evaluate (based on feedback – off and
    online)
   Interact (Monitor what people are saying to
    you! 70 percent of top brands do not
    respond.)

                                        Tweet me at @ctrappe
   Interactions
   Followers
   Klout.com
   Offline comments
   Other




                       Tweet me at @ctrappe
   Everyone is a brand: What do people say
    about you?
   Who has a story to tell?
   Where can I find this story?




                                    Tweet me at @ctrappe
   Wordpress.com (start a blog – I don’t
    consider a blog social media, but some do)
   Twitter.com
   Facebook.com
   LinkedIn.com




                                     Tweet me at @ctrappe
Questions?



         Tweet me at @ctrappe
ChristophTrappe.com
ChristophsBlog.com
UWECI.org
Twitter.com/ctrappe
Facebook.com/ctrappe

(319)804-9853
ctrappe@gmail.com



                       Tweet me at @ctrappe

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Social media branding 2013

  • 1. By Christoph Trappe ChristophTrappe.com April 2013 Tweet me at @ctrappe
  • 2. My value proposition (current draft): I help …  people recognize good stories.  people tell authentic stories through the best channel as well as multiple channels.  tell the community’s story.  do all of this to improve our community.  United Way (and the community) come up with new, fun and innovative ways of telling their stories. Tweet me at @ctrappe
  • 3. Who here is comfortable in public? (Public speaking, meetings, etc.) Tweet me at @ctrappe
  • 4. Who is here is comfortable on social media? Tweet me at @ctrappe
  • 5. Comfortable in public… but not on social.  Why? ◦ Permanent ◦ So much more public ◦ People can go back to it ◦ There are dangers: Voice and tone, people read what they want to read, might say something “wrong.” ◦ It takes time to be public. Tweet me at @ctrappe
  • 6. Brands can be built on social  Jobs, jobs, jobs  Connections, connections, connections  Knowledge  History Tweet me at @ctrappe
  • 7.  91% of online adults use social media regularly (The Social Skinny)  There are more devices connected to the Internet than there are people on Earth  40% of people spend more time socializing online than they do face-to-face (source: AllTwitter) Tweet me at @ctrappe
  • 8. Guesses? According to Pew … http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social- Networking-full-detail.aspx Tweet me at @ctrappe
  • 9. Tweet me at @ctrappe
  • 10. … a dinner party. You share stories, connect with people, listen! You hardly ever sell. Success in social media: Connect first. People might buy later. Not traditional marketing.
  • 11. Define what you want to accomplish… ◦ Gain knowledge ◦ Become a thought leader ◦ Chronicle the community’s story  Define what you can and cannot say  Start  Re-evaluate (based on feedback – off and online)  Interact (Monitor what people are saying to you! 70 percent of top brands do not respond.) Tweet me at @ctrappe
  • 12. Interactions  Followers  Klout.com  Offline comments  Other Tweet me at @ctrappe
  • 13. Everyone is a brand: What do people say about you?  Who has a story to tell?  Where can I find this story? Tweet me at @ctrappe
  • 14. Wordpress.com (start a blog – I don’t consider a blog social media, but some do)  Twitter.com  Facebook.com  LinkedIn.com Tweet me at @ctrappe
  • 15. Questions? Tweet me at @ctrappe