Your brand is your promise; a social brand strengthens your presence in social media. Have you strategically mapped out how your brand speaks across Web 1.0, social media and offline? Does your brand consistently convey a unique personality, a strong voice and rich messages? Where should your brand be in the Web 2.0 world? This workshop will guide you through the process of establishing a social brand and promises to be interactive and fun!

1. Where is your Social Brand?
Cultivating a Strong Brand Across
Web 1.0, Web 2.0 and Offline
Evelyn So

2. In the next 90 mins…
 Introduction
 The Mindset
 Part 1: Assessment
~~ Q and A ~~
 Part 2: Social Media Presence
~~ Q and A ~~
 Part 3: Strategy & Plan
~~ Q and A ~~
 Part 4: Social Brand
~~ Discussion ~~
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3. A Story …
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4. Sarah K.
Jennifer H.
Brenda D.
Sarah K.
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5. ??
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6. Bikes
without
Borders
A-Ha!!!
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15. It’s about the (Brand) Experience
“Social” is a big part of the experience
I was never approached!
It’s not about 1-way telling
It seems quick, easy and free to do
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16. The Experience-centric Mindset
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17. Pre-experience a
brand (through
convos)
A brand is
a collection of experiences and associations
connected with a service, a person or
any other entity.
Associate a brand
with trusted
resources (my
friends, lots of
Facebook
members)
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18. Social Communication Ecosystem
Website
Social
Print
network
EXPERIENCE Social
Email
sharing
Event Blog
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19. Decision Making Process
Ambassador
Involvement
Trust
Enthusiasm
EXPERIENCE Knowledge
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20. Rational Emotional
BRAND
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21. The Influence
Website
Social
Print
network
EXPERIENCE Social
Email
sharing
Event Blog
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22. 1
7 2 Competing for …
1
7 2
6 3
6 3 5 4
5 4
1
7 2
1
6 3
7 2
5 4
6 3
5 4
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23. You are busy with …
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24. Pause and re-focus on this …
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25. Part 1 : Assessment
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26. 1.0 Why Assessment?
 Need to where you are before going forward
 Find out what you have and do not have
 Lay a solid foundation for Part 2-4
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27. Part 1 - What you will achieve…
 A clear picture of
 your ecosystem
 gaps or inconsistencies
 What you know (and don’t know) about your audience
 Immediate actions
 Quick fixes
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28. 1.1 What’s your Communication Ecosystem?
Your touchpoints include…
 Offline
 Direct mail
 Poster
 Events etc…
 Web 1.0
 Website(s)
 Email & E-Newsletters etc…
 Social Media
 Social Network (Facebook, LinkedIn, Twitter, etc..)
 Blog (shared, own, etc..)
 Social Sharing (Flickr, YouTube, Vimeo, Digg, etc..) etc…
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29. 1.2 Any gaps and inconsistencies?
 Can your audience find you?
 Can your audience “travel” through your system?
 Are there any
 Inconsistent messages?
 Dated information?
 News distributed on some but not all channels?
 Inappropriate use of logo?
 Broken links?
 Operation efficiency
 Do you have a feedback loop to capture all info?
 Do you have a consolidated, accessible database?
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30. 1.3 What do you know about your audience now?
You may already have info from..
 Through experience and insights
 Your interactions with donors or volunteers
 Any FAQs?
 When do you get a “blank look”?
 What are the toughest questions?
 Surveys and Polls
 Interviews
 Email
 Volunteer Meetings
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31. 1.4 How well do you know your audience?
Have you identified…
Charity-Related
 I tell my friends this organization is …
 My main problem with this organization is …
 I say yes/no because/when …
 I attend this charity event because …
 I stop donating to this charity because …
 I am frustrated/confused because ….
Not Charity-Related (key for social web)
 I “hang out” at … (Facebook, Email, IM, etc.)
 I trust …
 I relate myself to ….
 I see myself as …
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32. Part 1 : Assessment
Questions?
Part 2 : Social Web Presence
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33. Part 2 : Social Web Presence
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34. 2.0 Why Social Media Presence?
 Assess where you are on the Social Web
 …before building or improving your brand
 What’s your “reach”
 Get to really know your audience
 Where are they?
 What do they talk about?
 Who do they talk with?
 Who are they connected to?
 How do they feel about your brand?
 Lay a solid foundation for Part 3-4
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35. Our network is not that big yet
• You know more people than you thought…through
networks of networks of networks
• Ecosystem - how many people on your mailing list are
also on your Social Network?
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36. Your Connections
(and their connections)
Facebook
You
Facebook
Cousin
Johnny
Volunteer
Colleagues LinkedIn
School
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37. Part 2 - What you will achieve…
 A clear picture of
 Where you are on the Social Web, as a group and as individuals
 Where your audience is
 Where/who are the connections
 What do people say about your brand
 Immediate actions
 Effectively build your networks for a stronger presence
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38. What if my audience is not on Social Media?
• Have you asked or are you guessing?
• E.g. Seniors are not tech savvy, they are not on social
networks. Or are they?
• Gen X, Y, Z …
• Who will be decision makers and donors soon?
• Who will be decision makers and donors in 10 years?
Note – it takes time to build a Social Media Presence (brand)
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39. 2.1 Where is your “reach”?
 Part 1 : Your ecosystem
 Are your staff, volunteers and donors, as individuals, on Social
Networks? Are they connected with each other?
 Do you have a volunteer community? Have you extended your
offline meetings to online conversations?
 Do people on Web 1.0/offline networks know about your Social
Media “homes”?
 Is anyone sharing – blogs, photos, videos, etc. with friends..but
not with your group?
 People who are interested in XYZ may also be interested in your
cause – do you know where they are? Are you connected to the
influencers?
and many more..
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40. We cannot approach total strangers!
 It’s not about blasting out messages
 Social Networks encourage meeting new friends
 It is NOT about telling; it is about
 building relationships
 participating in conversations
 contributing to the community
 being genuine and helpful
TRUST, ENTHUSIASM, INVOLVEMENT, AMBASSADOR
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41. 2.2 Do people talk about you?
 Search
 Follow (Blog, Twitter)
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42. 2.3 What do people talk/feel about you?
Social Media Tracking & Monitoring Tools ($$)
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43. Part 2 : Social Web Presence
Questions?
Part 3 : Strategy and Plan
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44. 3. Strategy and Plan
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45. 3.0 Why Strategy? Why Plan?
Assessment
Strategy
Plan
Execute
Maintain
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46. The danger of diving in
Assessment
Start and Stop Strategy
Fragmented messages
Costly operation Plan
Not responsive (backfire)
Lose connections
Lost trust Execute
Poor Brand Experience
Maintain
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47. Part 3: What you will achieve…
 A clear picture of
 objectives, long-term and short-term
 Why, What, When, How, Who, How much
 A sustainable roadmap
 Avoid “diving into social media” disaster
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48. 3.1 Social Brand Strategy
 Social Media ≠ Marketing
 Social Media ≠ Campaign
 Social Media ≠ Another way to do PR
 Social Media Strategy ≠ one size fits all
 Not all Social Networks are suitable for you
(don’t be pressured to be everywhere and nowhere)
Social Media = Long-term Relationship
Social Brand = Meaningful Experience
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49. Can I still do a campaign?
Yes, to bring awareness to a specific project…
….within the overall long-term strategy of building
relationships within your social communication
ecosystem
TRUST, ENTHUSIASM, INVOLVEMENT, AMBASSADOR
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50. Culture , Strategy, Plan –
NOT accidental!
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51. 3.2 A few key things in your Strategy
 Part 1 and Part 2: Do you have enough information?
 Long term objectives
 E.g. Create ambassadors
 Short term objectives/projects
 E.g. Bring awareness to the next event
 Experience-centric
 Ecosystem
 Content
 Budget, Resources, Time requirement
 Training
 “Social engagement” policy
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52. 3.3 Plan it! Social Presence is NOT free
 Create content
 E.g. blog
 E.g. videos
 Keep up conversations
 On each platform
 Hyper responsive
 Operating the Ecosystem
 Planning
 Tracking and Monitoring
Use Project Management practice to control timeline,
resources and budget
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53. Part 3 : Strategy and Plan
Questions?
Part 4 : Social Brand
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54. 4. (Social) Brand
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55. Part 4 - What you will achieve…
 Effectively build on Part 1-3
 An understanding of Social Brand Experience in terms of
 Visual
 Brand Personality
 Brand Stories/Content
 Immediate action
 Brush up your “visual” presence
 Develop/improve your voice on Social Web
 Share – give people something to talk about
 Gather user generated content
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56. 4.1 Visual Identity on the Social Web
 Logo
 Consistent
 Them variations
 Different mediums (web, print, products, email)
 Social Media
 Avator (logo)
 Organization Vs Individuals
 Badge
 Widget
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57. Widget
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58. Logo variations
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59. Badge
Facebook application
and group
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60. Merchandize
(emotional
purchase)
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61. Question: How can I include Breast Cancer in my company
donation plan?
Frustration #1 – Too many websites
Frustration #2 – Email response VERY slow (past my
planning period)
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62. Reminder…
A brand is
a collection of experiences and associations connected
with a service, a person or any other entity.
Website
Social
Print
network
Social
Email
EXPERIENCE sharing
Event Blog
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63. 4.2 Personality
 Think:
Resume Vs The Real Person, Life
 Think
Copywriting Vs Conversations
On Social Web, it is your “voice”, your interactive
style, your authenticity that defines your brand
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64. Biography
Series and Albums
Juno, Platinum, Gold awards
Top on charts …..etc.
HENNIE BEKKER
But who really is this guy?
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65. Content & Engagement Model
Website
Facebook Blog
MySpace EComm
YouTube
Order by
Phone
Vimeo
Music
Sites
Live
Concert
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66. This got the message out …
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67. But why not …
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68. Better still…
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69. What about a big organization?
How can there be a personality?
 Part of brand development
 An organization is made up of individuals
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70. 4.3 Group Vs Individual
POLL
Brands on Twitter:
Who do you want to tweet with?
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71. 2 Twitterers
Refresh Events
Business Week
57 Twitterers
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72. Logo Person Combined
Remember: it’s the relationship that counts
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73. 4.4 Brand story (Content)
 Give something for people to talk about
 Give something for ambassador to pass along
 Encourage User Generated Content (UGC)
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74. Let people “pre-experience” the brand
Pictures
Videos
Blog
EXPERIENCE Discussions
Recommendations
News
Presentations
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75. Give something for people to talk about/share
What do you have?
 Pictures
 Videos
 Presentations
 Blog(s)
 Websites, blogs , articles and news you like
 Interesting tweets etc..
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76. Only 4 photos
Vs
Many photos
Facebook Website
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77. Uploading pictures and videos take a lot of time
Not necessary, if you leverage the Web 2.0 technology
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78. Facebook Applications Social Sharing Sites
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79. Website LinkedIn Twitter
BLOG
Website LinkedIn Slideshare
SLIDES
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80. Social Sharing
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81. Social Bookmarking
 E.g. Digg, De.li.cious
 You are what you like/share
 E.g. news about the environment
 Act as a knowledge centre
 A social sharing/network destination
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82. Example: Social Bookmarking
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83. User Generated Content (UGC)
 Example: Amazon.com
 Book titles + UGC (reviews)
 Example: YouTube
 UGC (videos)
 Example: Mobile Jam Fest
 Contest + Workshops + Events + UGC (youth creative work)
 You need to…
 Provide a place for them to share content
 Nurture a sharing culture
 Encourage volunteers, staff and donors share their experiences
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84. 20 Leaders - Art piece
1 min Intro - Aunction
“Is there any way we can use Twitter to get
people’s attention? We are on Twitter but not
totally active.”
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85. Live Twitter Interviews
Geoffrey Roche Founder & CCO Lowe Roche
Kevin McLaughlin President AutoShare
Tony Chapman CEO Capital C
Lee Lefever Founder CommonCraft
Frank Palmer CEO DDB Canada
Dave Stevens GM MySpace
Mia Wedgbury President High Road Communications
David Feldt SVP, GM Organic
Jacquelyn Corbett Cyr CEO Espresso
Goodwin Gibson President MacLaren MRM
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86. User generated content
Shared voices
Influencers
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87. Recap
 The Brand Experience Mindset
 Part 1: Assessment
 Part 2: Social Media Presence
 Part 3: Strategy & Plan
 Part 4: Brand
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88. Connect with me !
www.noesium.com
evelyn.so@noesium.com noesium
www.noesium.com/blog
@evelynso
www.linkedin.com/in/evelynso
Evelyn So / Noesium Consulting
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89. Discussion
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