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.

1. Our Community:
The Co-Author of our Brand Story
Georgiana Cohen
@radiofreegeorgy / @crosstowncomm
#esmsummit
Tuesday, April 17, 12

2. #esmsummit @radiofreegeorgy
About me
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3. #esmsummit @radiofreegeorgy
About me
2
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4. #esmsummit @radiofreegeorgy
About me
2
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5. #esmsummit @radiofreegeorgy
About me
2
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6. #esmsummit @radiofreegeorgy
About you
http://www.flickr.com/photos/baltic-development-forum/4000629590/
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http://www.flickr.com/photos/baltic-development-forum/4000629590/
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7. #esmsummit @radiofreegeorgy
About you
http://www.flickr.com/photos/baltic-development-forum/4000629590/
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http://www.flickr.com/photos/thecampbell/5680815317/
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8. About you
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http://www.flickr.com/photos/stevendepolo/4825345881/
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9. #esmsummit @radiofreegeorgy
Four tenets of the community manager
1. A community advocate
2. Brand evangelist
3. Savvy communications skills;
shapes editorial
4. Gathers input for future product and services
Source: Jeremiah Owyang
http://www.web-strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/
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10. 7
http://www.flickr.com/photos/64065391@N03/6220638960/
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11. #esmsummit @radiofreegeorgy
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 insight 8
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12. #esmsummit @radiofreegeorgy
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, listen 9
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13. #esmsummit @radiofreegeorgy
About you
http://www.flickr.com/photos/baltic-development-forum/4000629590/
http://www.flickr.com/photos/baltic-development-forum/4000629590/
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14. #esmsummit @radiofreegeorgy
Your community is the co-author of your brand story.
http://www.flickr.com/photos/jdhancock/3562071888/
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15. Examples and
explanations
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16. • Monitor your brand
Listening • Discover content
• Discover conversation
• Find your fans (and foes)
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http://www.flickr.com/photos/ky_olsen/3133347219/
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17. #esmsummit @radiofreegeorgy
Listening
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18. #esmsummit @radiofreegeorgy
Listening
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19. #esmsummit @radiofreegeorgy
Listening
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20. #esmsummit @radiofreegeorgy
Listening
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21. #esmsummit @radiofreegeorgy
Listening
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22. #esmsummit @radiofreegeorgy
Listening
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23. Curation
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24. #esmsummit @radiofreegeorgy
Tumblr
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25. #esmsummit @radiofreegeorgy
Pinterest
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26. #esmsummit @radiofreegeorgy
Storify
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27. #esmsummit @radiofreegeorgy
Storify
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28. #esmsummit @radiofreegeorgy
Storify
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29. #esmsummit @radiofreegeorgy
Storify
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30. #esmsummit @radiofreegeorgy
Storify
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31. #esmsummit @radiofreegeorgy
Bring Social to the Web
www.tufts.edu/home/students
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32. Bring Social to the Web
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33. Bring Social to the Web
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34. #esmsummit @radiofreegeorgy
Hashtags
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35. Hashtags
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36. #esmsummit @radiofreegeorgy
Crowdsourcing
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37. #esmsummit @radiofreegeorgy
Crowdsourcing
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38. #esmsummit @radiofreegeorgy
Strategies for sustainability
• Goals, then tools
• Content calendar
• Dashboard
• Knowledgebase
• Campus social media user group
• Style guide/guidelines/protocols
• Shared ownership and investment
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39. #esmsummit @radiofreegeorgy
Let’s dig into branding,
community and content
Let’s dig into branding, community and content
Co-creation
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Tuesday, April 17, 12

40. Let’s dig into branding,
community and content
Community
Content
Text
Branding
Tuesday, April 17, 12

41. #esmsummit @radiofreegeorgy
Branding, community and content
“ 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/
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Tuesday, April 17, 12

42. #esmsummit @radiofreegeorgy
Branding, community and content
“ 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 McMahon
VP Digital Strategy, Allen & Gerritsen
http://www.a-g.com/Blogroll/2012/03/What-Top-Chef-The-Onion-and-the-Juggalos-taught-me-at-SXSW/
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43. #esmsummit @radiofreegeorgy
Branding, community and content
And now, a moment
on my soapbox...
http://www.flickr.com/photos/14544320@N05/2293212674/
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44. #esmsummit @radiofreegeorgy
Branding, community and content
http://www.flickr.com/photos/tonythemisfit/2548720427/
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45. #esmsummit @radiofreegeorgy
Branding, community and content
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Tuesday, April 17, 12

46. #esmsummit @radiofreegeorgy
Branding, community and content
“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.”
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47. #esmsummit @radiofreegeorgy
Branding, community and content
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48. #esmsummit @radiofreegeorgy
Co-creation
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49. #esmsummit @radiofreegeorgy
ç
storyworld (n.)
A framework
for co-creating
value with
currently
unknown
contributors
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50. The cycle of community and branding
http://www.flickr.com/photos/tonythemisfit/2548720427/
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51. http://www.flickr.com/photos/functoruser/244207662/lightbox/
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52. http://www.flickr.com/photos/functoruser/244207662/lightbox/
Tuesday, April 17, 12

53. #esmsummit @radiofreegeorgy
Branding, community and content
“ 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
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54. http://www.flickr.com/photos/functoruser/244207662/lightbox/
Tuesday, April 17, 12

55. #esmsummit @radiofreegeorgy
A closing thought
http://www.flickr.com/photos/jennaddenda/2879915171/
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56. http://www.flickr.com/photos/nycmarines/
6339783742/
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57. Thank you!
www.takethecrosstown.com
@radiofreegeorgy / @crosstowncomm
Tuesday, April 17, 12