our community: the co-author of our brand story, with georgy cohen
DESCRIPTION
In our communications efforts, we seek to convey and affirm the brand of our institution. But the members of our community—students, alumni, faculty and staff alike—are doing that already everyday, regardless of our efforts, through the content they share and create.Through content-minded community management, we can more effectively appreciate that our community is the co-author of our brand story, sharing content and having conversations that shape the reality of our brand identity.The more we are aware of their authorship, the more effective our communications will be, and Georgy will explore strategies and tools that can help us achieve this.TRANSCRIPT
Our Community: The Co-Author of our Brand Story
Georgiana Cohen@radiofreegeorgy / @crosstowncomm#esmsummit
Tuesday, April 17, 12
About me
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#esmsummit @radiofreegeorgy
Tuesday, April 17, 12
About me
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#esmsummit @radiofreegeorgy
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About me
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#esmsummit @radiofreegeorgy
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About me
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#esmsummit @radiofreegeorgy
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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/
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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
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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
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http://www.flickr.com/photos/baltic-development-forum/4000629590/
#esmsummit @radiofreegeorgy
http://www.flickr.com/photos/baltic-development-forum/4000629590/
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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
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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/
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Listening
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#esmsummit @radiofreegeorgy
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Listening
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#esmsummit @radiofreegeorgy
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Listening
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#esmsummit @radiofreegeorgy
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Listening
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#esmsummit @radiofreegeorgy
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Listening
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#esmsummit @radiofreegeorgy
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Listening
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#esmsummit @radiofreegeorgy
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Curation
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Tumblr
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#esmsummit @radiofreegeorgy
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#esmsummit @radiofreegeorgy
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Storify
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#esmsummit @radiofreegeorgy
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Storify
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#esmsummit @radiofreegeorgy
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Storify
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#esmsummit @radiofreegeorgy
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Storify
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#esmsummit @radiofreegeorgy
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Storify
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#esmsummit @radiofreegeorgy
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Bring Social to the Web
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www.tufts.edu/home/students
#esmsummit @radiofreegeorgy
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Bring Social to the Web
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Bring Social to the Web
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Hashtags
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#esmsummit @radiofreegeorgy
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Hashtags
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Crowdsourcing
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#esmsummit @radiofreegeorgy
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Crowdsourcing
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#esmsummit @radiofreegeorgy
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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
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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
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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
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http://www.flickr.com/photos/functoruser/244207662/lightbox/
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A closing thought
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#esmsummit @radiofreegeorgy
http://www.flickr.com/photos/jennaddenda/2879915171/
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http://www.flickr.com/photos/nycmarines/6339783742/
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Thank you!www.takethecrosstown.com@radiofreegeorgy / @crosstowncomm
Tuesday, April 17, 12