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Strategies for digital branding - 2nd class INSEEC London sept 2014

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Sofie Sandell
Sofie Sandell

Second class Strategies in Digital Branding with Sofie Sandell Dell case study Online learning social media and learning communities stakeholder mapping domain names and branding colours and online branding

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Digital INSEEC Sofie Sandell Twitter @Soffi_Propp Instagram @sofiesandell
Twitter @Soffi_Propp Instagram @sofiesandell
Twitter @Soffi_Propp Instagram @sofiesandell Social Media strategyDell Always keeping social media open -never block it Using social media to predict trends The internal training academy -empowering people Direct sales approach Embrace new ideas and technology Not serving Wall street expectations any longer
They learned how to listen to influencers and bloggers. Using Klout to measure who that was influential New relationships :)
Twitter @Soffi_Propp Instagram @sofiesandell
Twitter @Soffi_Propp Instagram @sofiesandell Year study carried out % of knowledge you need to do your job that is stored in your head 1986 75% 1997 15-20% 2004 8-10% 2014 ??? With 8% to 10% of knowledge being learned 10 years ago in our work environment, how well-equipped is the knowledge worker in your organisation to find the other 90 percent when needed? Research Robert Kelley at Carnegie Mellon University
Twitter @Soffi_Propp Instagram @sofiesandell From article: Minds on Fire: Open Education, the Long Tail, and Learning 2.0 by John Seely Brown and Richard P. Adle, in EDUCAUSE online Text illustrations © 2008 Susan E. Haviland
Twitter @Soffi_Propp Instagram @sofiesandell Your brand is: •What you say about yourself •What your employees say about you •What your clients and partners say about you •What third-party review sites say about you
Twitter @Soffi_Propp Instagram @sofiesandell What you can influence Your domain name online The colours you use online in your branding
Domain names .com .co.uk .es .fr .se .ir .eu .gov.uk .org.uk .org .co .info .tv .net .info .ceo .best .speaker .me .name .expert .guru .works .diamonds .plumbing .coffee
Twitter @Soffi_Propp Instagram @sofiesandell
Twitter @Soffi_Propp Instagram @sofiesandell Which brand owns: ahhh.com http://www.ahhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh.com/ http://www.ahhhhhhhhhhhhhhhhhhh.com/
Twitter @Soffi_Propp Instagram @sofiesandell http://llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch.co.
Twitter @Soffi_Propp Instagram @sofiesandell
Twitter @Soffi_Propp Instagram @sofiesandell Colours as storytellers Colours are great at helping us sharing a story online. It gives away a story about our brand. It’s nonverbal communication. Universal language
Twitter @Soffi_Propp Instagram @sofiesandell Connects customers with our brand’s personality It’s a quick communicator
Twitter @Soffi_Propp Instagram @sofiesandell Warning signal Blood Love You will be noted Wakes up feelings and emotions
Twitter @Soffi_Propp Instagram @sofiesandell
Twitter @Soffi_Propp Instagram @sofiesandell Harmony Sky and sea Uniforms Corporate colour Chilly effect
Twitter @Soffi_Propp Instagram @sofiesandell Energy Pay attention Awake and happiness Alertness Warning sign if combined with red
Audience Message Channel
What you say about your brand + What others say about your brand = What people will see, and from there form their opinion about your brand Are you sending out the right messages?
Who is your audience likely to be? Who can you influence?
Who are you talking to?
Who are you talking to?
CREATORS CRITICS COLLECTORS JOINERS SPECTATORS INACTIVE Creatorsmake social content go. They write blogs or upload video, music, or text. Collectorsorganise content for themselves or others using RSS feeds, tags, and social bookmarking websites Criticsrespond to content from others. They post reviews, comment on blogs, participate in forums, and edit wikis Joinersconnect in social networks like Facebook, Twitter, Google+ and Pinterest Spectatorsconsume social content including blogs, user-generated video, podcasts, forums, or reviews Inactivesneither create nor consume social content of any kind
Stakeholder mapping What is a stakeholder? A stakeholder is anybody who can affect or is affected by an organisation, strategy or project. Internal or external Senior or junior levels The people who will be affected by the change (if they don’t like it they will influence) 'People or small groups with the power to respond to, negotiate with, and change the strategic future of the organization' (Eden and Ackermann 1998: 117).
Please connect online LinkedIn Sofie Sandell Twitter @Soffi_Propp Instagram @sofiesandell

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Strategies for digital branding - 2nd class INSEEC London sept 2014

  • 1. Digital INSEEC Sofie Sandell Twitter @Soffi_Propp Instagram @sofiesandell
  • 3. Twitter @Soffi_Propp Instagram @sofiesandell Social Media strategyDell Always keeping social media open -never block it Using social media to predict trends The internal training academy -empowering people Direct sales approach Embrace new ideas and technology Not serving Wall street expectations any longer
  • 4.
  • 5. They learned how to listen to influencers and bloggers. Using Klout to measure who that was influential New relationships :)
  • 7. Twitter @Soffi_Propp Instagram @sofiesandell Year study carried out % of knowledge you need to do your job that is stored in your head 1986 75% 1997 15-20% 2004 8-10% 2014 ??? With 8% to 10% of knowledge being learned 10 years ago in our work environment, how well-equipped is the knowledge worker in your organisation to find the other 90 percent when needed? Research Robert Kelley at Carnegie Mellon University
  • 8. Twitter @Soffi_Propp Instagram @sofiesandell From article: Minds on Fire: Open Education, the Long Tail, and Learning 2.0 by John Seely Brown and Richard P. Adle, in EDUCAUSE online Text illustrations © 2008 Susan E. Haviland
  • 9. Twitter @Soffi_Propp Instagram @sofiesandell Your brand is: •What you say about yourself •What your employees say about you •What your clients and partners say about you •What third-party review sites say about you
  • 10. Twitter @Soffi_Propp Instagram @sofiesandell What you can influence Your domain name online The colours you use online in your branding
  • 11. Domain names .com .co.uk .es .fr .se .ir .eu .gov.uk .org.uk .org .co .info .tv .net .info .ceo .best .speaker .me .name .expert .guru .works .diamonds .plumbing .coffee
  • 13. Twitter @Soffi_Propp Instagram @sofiesandell Which brand owns: ahhh.com http://www.ahhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh.com/ http://www.ahhhhhhhhhhhhhhhhhhh.com/
  • 14. Twitter @Soffi_Propp Instagram @sofiesandell http://llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch.co.
  • 16. Twitter @Soffi_Propp Instagram @sofiesandell Colours as storytellers Colours are great at helping us sharing a story online. It gives away a story about our brand. It’s nonverbal communication. Universal language
  • 17. Twitter @Soffi_Propp Instagram @sofiesandell Connects customers with our brand’s personality It’s a quick communicator
  • 18. Twitter @Soffi_Propp Instagram @sofiesandell Warning signal Blood Love You will be noted Wakes up feelings and emotions
  • 20. Twitter @Soffi_Propp Instagram @sofiesandell Harmony Sky and sea Uniforms Corporate colour Chilly effect
  • 21. Twitter @Soffi_Propp Instagram @sofiesandell Energy Pay attention Awake and happiness Alertness Warning sign if combined with red
  • 22.
  • 23.
  • 25. What you say about your brand + What others say about your brand = What people will see, and from there form their opinion about your brand Are you sending out the right messages?
  • 26.
  • 27. Who is your audience likely to be? Who can you influence?
  • 28. Who are you talking to?
  • 29. Who are you talking to?
  • 30. CREATORS CRITICS COLLECTORS JOINERS SPECTATORS INACTIVE Creatorsmake social content go. They write blogs or upload video, music, or text. Collectorsorganise content for themselves or others using RSS feeds, tags, and social bookmarking websites Criticsrespond to content from others. They post reviews, comment on blogs, participate in forums, and edit wikis Joinersconnect in social networks like Facebook, Twitter, Google+ and Pinterest Spectatorsconsume social content including blogs, user-generated video, podcasts, forums, or reviews Inactivesneither create nor consume social content of any kind
  • 31. Stakeholder mapping What is a stakeholder? A stakeholder is anybody who can affect or is affected by an organisation, strategy or project. Internal or external Senior or junior levels The people who will be affected by the change (if they don’t like it they will influence) 'People or small groups with the power to respond to, negotiate with, and change the strategic future of the organization' (Eden and Ackermann 1998: 117).
  • 32. Please connect online LinkedIn Sofie Sandell Twitter @Soffi_Propp Instagram @sofiesandell