Read my keynote presentation summary: http://goo.gl/V1qtbQ - How to extend your brand through social media - Ways to Integrate social media across digital channels - Why it's important to align your social media objectives with your content strategy - Stanford Graduate School of Business examples

1. LEVERAGING SOCIAL MEDIA
FOR YOUR BRAND
KAREN LEE
SOCIAL WEB & EMAIL STRATEGIST
@KARENLEE

2. A BRAND IS A LIVING ENTITY
AND IT IS ENRICHED OR
UNDERMINED CUMULATIVELY
OVER TIME, THE PRODUCT OF A
THOUSAND SMALL GESTURES.
MICHAEL EISNER, CEO OF DISNEY

3. • The rules are changing:
§ Communication
§ Content Creation
§ Distribution
§ Discovery
§ Attention
• How is your organization changing?
THE RISE OF SOCIAL MEDIA
THANKS, INTERNET

4. • Print (news)
• Radio
• TV
• Social advertising
• Mobile advertising
• Native advertising
PAID
• Print (magazine)
• Websites
• Blogs
• Press room
• Email
• Events
THE MARKETING ORCHESTRA
AN EVOLVING OVERVIEW
• Facebook
• Twitter
• LinkedIn
• Google+
• YouTube
• Slideshare
• Instagram
• Pinterest
• Q&A (Quora)
• Review sites
• Third-party
communities
OWNED
EARNED

5. • Web/email copy
• Articles
• How-to’s
• Q&As
• E-books
• White papers
• Case studies
• Playbooks
• Guides
• Directories
TEXT: Short-Form
CONTENT FORMATS
A GROWING LIST
• Facebook posts
• Tweets
• YouTube metadata
• Instagram caption
TEXT: Long-Form
TEXT: Micro-Form

6. • Infographics
• Charts
• Tables
• Slides
• Professional
• User generated
• People
• Places
• Events
GRAPHIC: Illustrations
CONTENT FORMATS
A GROWING LIST
• Live events
• Interviews
• Narrative
• Demos
• Webinars
• Podcasts
PHOTOS
AUDIOVISUAL

7. CHANGE IS A PROCESS &
CHANGE TAKES TIME.

8. LESSONS LEARNED
STEPS YOU CAN TAKE FOR YOUR BRAND

9. • Know your core values
• Understand where your organization excels
• Develop a brand toolkit
• Know your marketing & communication objectives
BUILD A STRONG FOUNDATION
UNDERSTAND YOUR STRENGTHS & VALUES

13. BRANDING: UNIFIED
Logo
(Brand Mark)
Tone of Voice
Stanford GSB
Facilities:
Campus and
Beyond
Collateral Social Media Programs
& Events
Website Signage
Student
Communications
Prospective-
Student
Communications
Influencer
Communications
Alumni
Relations
Communications
ONE SCHOOL, ONE BRAND

14. BEFORE: LOGOS
ONE SCHOOL, MANY LOGOS

15. AFTER: LOGOS
ONE SCHOOL, ONE LOGO

16. • What are they seeking from you?
• What are your areas of expertise?
• How will your content provide value?
BECOME A MEDIA COMPANY
CREATE CONTENT FOR YOUR TARGET AUDIENCE

17. “WHILE I WAS AT THE GSB, I FELT
INTELLECTUALLY ON FIRE – NOW
THAT I’VE GRADUATED THE GSB KEEPS
THAT FLAME ALIVE BY PROVIDING ME
WITH STIMULATING CONTENT AND
UNIQUE PERSPECTIVES ON BIG,
COMPELLING ISSUES.”
- ALUMNA, STANFORD GSB

18. New
• O’Reilly Recognized for Broadening Understanding of
Organization Behavior
• Summer Programs Keep the Business School Busy
• Mike Aviles, MBA ‘90, Honored with 2011 Porras Award
• Three Faculty Honored With New Academic Chair Awards
Old
STORY HEADLINES
LESS TELL ME, MORE TEACH ME
• The Promise and Peril of Bitcoin
• Google’s Gopi Kallayi: How To Break Through Digital Noise
• Stanford Launches University-Wide Global Development &
Poverty Research Initiative
• How Do You Make a Memorable Presentation?
New

19. BEFORE: TELL ME

20. AFTER: TEACH ME

21. AFTER: TEACH ME

22. PLAY: SNACK-SIZED VIDEOS

23. • Develop an experience that addresses your audience
needs and wants, not your organization
• Be mobile-friendly
• Create website content
YOUR WEBSITE MATTERS
PROVIDE A GREAT EXPERIENCE

26. BUSINESS INSIGHTS (IN PROGRESS)
ENCOURAGE READING & DISCOVERY

27. • Define the purpose and benefit of each channel
• Develop a calendar to create, produce and publish
content
• Promote your content; grow your audience
• Experiment frequently
• Measure, analyze, learn, and optimize
DISTRIBUTE YOUR CONTENT
TAILOR APPROPRIATELY BY YOUR AUDIENCE

28. BEFORE & AFTER: EMAIL
CURATE CONTENT & ENCOURAGE SHARING

29. ORGANIZE FOR SUCCESS
TO BE EFFICIENT AND ALIGNED
Before After
• Decentralized
• 10 Facebook Pages
• 12 Twitter Accounts
• Infrequent publishing
• Flagship and Hub & Spoke
• 1 Facebook Page
• 5 Twitter Accounts
• Daily/weekly publishing
• Social Media Landing Page
• Tumblr

30. HOW TO BE A BRAND CHAMPION
WITH SOCIAL MEDIA

31. • Involve your stakeholders early and often
• Understand their business objectives
• Serve as a connector across your organization
GET INVOLVED
JOIN FORCES TO MAKE A BIGGER IMPACT

32. • Identify opportunities to integrate social into your
existing marketing channels and early adopters
• Leverage key events to tap into big audiences
• Draw visible connections between social media efforts
and business objectives
GET INTEGRATED
MAKE SOCIAL MEDIA VISIBLE EVERYWHERE

33. • Develop a social media committee
• Share social media campaigns and initiatives
• Create best practices, how to guides, and practical tools
• Provide monthly dashboards
• Present case studies with other departments
CELEBRATE WINS & FAILURES
DEVELOP A FORUM FOR KNOWLEDGE SHARING

34. • Be audience-centric
• Find the thought-provoking, interesting nuggets
• Tailor the story for your social platforms
• Master the art of repurposing content
• Test, learn, and evolve
SHARE A GREAT STORY

35. SHARE EXPERTISE
BITE-SIZED RESEARCH TAKEAWAYS

36. SHARE EXPERIENCE
Each one of us has limitless potential inside us to make an
extraordinary difference in this world if we can break our mental
barriers and be open to the risk and ambiguity that comes with it.”
-Ritu Narayan (MSx ‘14)
SHOWCASE YOUR STUDENTS

37. SHARE EXPERIENCE
SHOWCASE THE COMMUNITY

38. SHARE INSIGHTS
DEVELOP THEMATIC PIECES OF CONTENT

42. LISTEN AND ENGAGE
BOTH ONLINE AND OFFLINE
• Be proactively helpful
• Acknowledge or respond
whenever possible
• Find opportunities for
your community to
create content

43. • Be the eyes and ears of your brand
• Get involved and get integrated
• Become a media company
• Tailor content to your audience
• Empower your community to tell a great story
• Listen, engage, test, measure and learn (repeat)
TWEETABLE TAKEAWAYS

44. A BRAND IS A LIVING ENTITY
AND IT IS ENRICHED OR
UNDERMINED CUMULATIVELY
OVER TIME, THE PRODUCT OF A
THOUSAND SMALL GESTURES.
MICHAEL EISNER, CEO OF DISNEY

45. THANK YOU!
QUESTIONS?
@KARENLEE
LEEKAREN@STANFORD.EDU