our community: the co-author of our brand story, with georgy cohen
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Our Community: The Co-Author of our Brand Story
Georgiana Cohen@radiofreegeorgy / @crosstowncomm#esmsummit
Tuesday, April 17, 12
About me
2
#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
About me
2
#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
About me
2
#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
About me
2
#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
About you
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http://www.flickr.com/photos/baltic-development-forum/4000629590/
#esmsummit @radiofreegeorgy
http://www.flickr.com/photos/baltic-development-forum/4000629590/
Tuesday, April 17, 12
About you
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http://www.flickr.com/photos/baltic-development-forum/4000629590/
#esmsummit @radiofreegeorgy
http://www.flickr.com/photos/thecampbell/5680815317/
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About you
5http://www.flickr.com/photos/stevendepolo/4825345881/
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1. A community advocate
2. Brand evangelist
3. Savvy communications skills; shapes editorial
4. Gathers input for future product and services
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Source: Jeremiah Owyanghttp://www.web-strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/
#esmsummit @radiofreegeorgy
Four tenets of the community manager
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7http://www.flickr.com/photos/64065391@N03/6220638960/Tuesday, April 17, 12
How does social media build community?
• Connect disparate audiences in one space
• Build meaningful connections
• Reinforce your brand
• Enable content discovery and creation
• Communicate, respond and engage in real-time
• Gain valuable info and insight8
#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
How do we use social media to build community?
• Be relevant
• Be helpful
• Balance their needs and your goals
• Don’t try to be cool
• Facilitate, don’t dominate
• Listen, listen, listen9
#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
About you
10
http://www.flickr.com/photos/baltic-development-forum/4000629590/
#esmsummit @radiofreegeorgy
http://www.flickr.com/photos/baltic-development-forum/4000629590/
Tuesday, April 17, 12
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http://www.flickr.com/photos/jdhancock/3562071888/
#esmsummit @radiofreegeorgy
Your community is the co-author of your brand story.
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Examples andexplanations
Tuesday, April 17, 12
Listening
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• Monitor your brand• Discover content• Discover conversation• Find your fans (and foes)
http://www.flickr.com/photos/ky_olsen/3133347219/
Tuesday, April 17, 12
Listening
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Listening
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Listening
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Listening
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Listening
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Listening
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Curation
Tuesday, April 17, 12
Tumblr
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#esmsummit @radiofreegeorgy
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#esmsummit @radiofreegeorgy
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Storify
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Storify
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Storify
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Storify
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Storify
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Bring Social to the Web
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www.tufts.edu/home/students
#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Bring Social to the Web
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Tuesday, April 17, 12
Bring Social to the Web
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Tuesday, April 17, 12
Hashtags
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#esmsummit @radiofreegeorgy
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Hashtags
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Tuesday, April 17, 12
Crowdsourcing
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Crowdsourcing
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
Strategies for sustainability
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• Goals, then tools• Content calendar• Dashboard• Knowledgebase• Campus social media user group• Style guide/guidelines/protocols• Shared ownership and investment
#esmsummit @radiofreegeorgy
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#esmsummit @radiofreegeorgy
Co-creation
Let’s dig into branding, community and contentLet’s dig into branding,
community and content
Tuesday, April 17, 12
Let’s dig into branding, community and content
Text
Branding
Community
Content
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#esmsummit @radiofreegeorgy
Want a strong brand? Have strong, shareable content. Want strong, shareable content? Give your fans strong experiences.Want strong experiences? Have a strong community to engage with. Want a strong community? Have a strong brand…and so on.http://www.a-g.com/Blogroll/2012/03/What-Top-Chef-The-Onion-and-the-Juggalos-taught-me-at-SXSW/
“Branding, community and content
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#esmsummit @radiofreegeorgy
Strong brands create strong fans, who can add depth and context to your efforts…and put you in places you hadn't even thought of.
Tamsen McMahonVP Digital Strategy, Allen & Gerritsen
http://www.a-g.com/Blogroll/2012/03/What-Top-Chef-The-Onion-and-the-Juggalos-taught-me-at-SXSW/
“Branding, community and content
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#esmsummit @radiofreegeorgy
http://www.flickr.com/photos/14544320@N05/2293212674/
Branding, community and content
And now, a momenton my soapbox...
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#esmsummit @radiofreegeorgy
http://www.flickr.com/photos/tonythemisfit/2548720427/
Branding, community and content
Tuesday, April 17, 12
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#esmsummit @radiofreegeorgy
Branding, community and content
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#esmsummit @radiofreegeorgy
“In 2009, Casey Pugh asked thousands of Internet users to remake "Star Wars: A New Hope" into a fan film, 15 seconds at a time. ... In 2010 we won a Primetime Emmy for Outstanding Creative Achievement In Interactive Media.”
Branding, community and content
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#esmsummit @radiofreegeorgy
Branding, community and content
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#esmsummit @radiofreegeorgy
Co-creation
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#esmsummit @radiofreegeorgy
storyworld (n.)
A framework for co-creating value with currently unknown contributors
ç
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The cycle of community and branding
http://www.flickr.com/photos/tonythemisfit/2548720427/
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http://www.flickr.com/photos/functoruser/244207662/lightbox/
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http://www.flickr.com/photos/functoruser/244207662/lightbox/
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#esmsummit @radiofreegeorgy
If you’re going to tell stories beyond what you see in the films, the minute they contradict each other your house falls apart. If you kill off a character and then try to revive him, it’s going to be bogus.http://www.wired.com/epicenter/2011/03/star-wars-generation/all/1
“Branding, community and content
Tuesday, April 17, 12
http://www.flickr.com/photos/functoruser/244207662/lightbox/
Tuesday, April 17, 12
A closing thought
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#esmsummit @radiofreegeorgy
http://www.flickr.com/photos/jennaddenda/2879915171/
Tuesday, April 17, 12
http://www.flickr.com/photos/nycmarines/6339783742/
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Thank you!www.takethecrosstown.com@radiofreegeorgy / @crosstowncomm
Tuesday, April 17, 12
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