Part Three: Using Social Media to Develop Your Brand

Part Three: Using Social Media to Develop Your Brand

Let’s Recap…

Brand Promise:The image you build inthe mind of your audience,consistently delivered tobe unique, believable, and compelling.

Brand Promise

Part Three: Using Social Media to Develop Your Brand

Let’s Recap…

Brand Promise:Should be reflected in everyway your brand ‘touches’your audience:-Identity-Environment-History-Community-People

Brand Promise

History

Community

Environment

IdentityPeople

Part Three: Using Social Media to Develop Your Brand

Social Media and Branding

Where to begin?

According to USA Today,there were more than 850social media sites in 2008,with up to 250,000 projected for the future.

Part Three: Using Social Media to Develop Your Brand

Social Media and Branding

However, most companiesuse no more than 4 or 5social media platformsconsistently.

Don’t be overwhelmed!Start small, and grow.

Part Three: Using Social Media to Develop Your Brand

Social Media and Branding

Always remember:Relationships matter when fulfilling a brand promise.

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

Let’s break the branding process into five separate phases first:• The Discovery Phase• The Strategy Phase• The Articulation Phase• The Activation Phase• The Maintenance Phase

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Discovery Phase:An information gathering process that results in clear understanding about yourorganization…who you are…organically,experientially, perceptually.

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Discovery PhaseCreate a street team to:

- ask questions- gather ‘stories’- collect data- generate interest

Street Team:A marketing team

that operates in less structured settings to promote or

build a brand.

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Discovery PhaseExample:A non-profit who gathersa list of people from theirpast (board members, formercolleagues, friends to sharethe strengths of the organizationthru photos, videos or stories.

Street Team:A marketing team

that operates in less structured settings to promote or

build a brand.

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

Time for questions?

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Strategy PhaseThe place where your positioning platformfor your brand is developed, using the research and findings from the discoveryphase. Set your goals before you ‘go’!

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Strategy Phase:This is often the stage where your ‘big idea’ is born.

This may also be the point where you decide to enlist outside help!

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Strategy PhaseSome examples:

Apple: Think different.FedEx: The world on time.RLC: Reimagine rural.

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Strategy PhaseUse caution: strategyis often best done with a smaller group of investedindividuals.

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

Questions about strategy?

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Articulation PhaseKey messages are created following thestrategy that has been decided upon. This is also the ‘visual’ phase – logos and environments are developed if necessary and many see for the first time what they ‘feel’ they authentically are.

Part Three: Using Social Media to Develop Your Brand

Let’s Recap…

The Articulation PhaseBe sure your brandpromise is the thingbeing articulated!

Brand Promise

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Articulation PhaseCreate focus groupsusing social media by:

- soliciting feedback- comparing ideas- offering options- testing presumptions

Focus Groups:Measure perceptions,

opinions, beliefs and attitudesabout your brand

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Articulation PhaseExample:Using your social media vehicleof choice to offer examples of creative directions and to leadwith qualitative questions aboutthe branding direction.

Say ‘how does this make you feel’vs. ‘do you like this?’

Focus Groups:Measure perceptions,

opinions, beliefs and attitudesabout your brand

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

Questions about articulation?

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Activation PhaseThis is the ‘launch’ phase of the brandingprocess. At this point, you are ready toshare your consistent message and engagewith your audience from your establishedplatform.

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Activation PhaseYour primary social media strategies will Be implemented here. The key word is ‘relationship.’ How can you get to know Your audience better? What do they wantFrom you? Can you learn from their input?

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Activation PhaseMost importantly,unify your message!

- across platforms- use a consistent look

- be flexible- ENGAGE!

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Activation PhaseExample:A non-profit organization createsa blog that seeks to bring to lifereal issues, challenges and solutionsthat its primary audience faces.The blog is updated weekly, and mentioned often in conversationsthat the organization engages in.With time, the audience grows and the blog BECOMES a visualizationof the organization’s brand.

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Activation PhaseExample:The Rural LearningCenter!

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

Questions about activation?

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Maintenance PhaseNo longer a static experience, branding hasbecome an ongoing relationship with youraudience. The best brands consistently putfresh ideas forward in the interest of keepingtheir audience engaged.

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Maintenance PhaseContinue the conversation!

- Listen strategically- Stay involved

- Be prepared for some negatives- Continually refresh!

Part Three: Using Social Media to Develop Your Brand

5 Phases of Making a Brand

The Maintenance PhaseExample:A small fashion company launchesit’s clothing line on facebook. Aftersome comments from listeners thatthe clothing only works for ‘skinny’people, the company shoots photosof their own office staff – real peopleof many sizes – to disprove the negative discussion. Results helped tomake the product even stronger!

Do these pantsMake me look

FAT?!

Part Two: What IS A Brand, Anyway?

Until We Meet Again…

Thanks very muchFor your time andInterest!