Social Tech for Social Change. A 90 mins presentation at Net Change Week (www.netchangeweek.ca), My Charity Connects conference.
Description: A brand is a promise; a social brand strengthens your presence in social media. Have you strategically mapped out how your brand speaks to the target audience 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!
AL Satwa Dubai Call Girls +971552825767 Call Girls In AL Karama
Where is Your Social Brand? Cultivating a Strong Brand Across Web 1.0, Web 2.0 and Offline.
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 ~~
2 Noesium Consulting Inc.
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
15 Noesium Consulting Inc.
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)
17 Noesium Consulting Inc.
18. Social Communication Ecosystem
Website
Social
Print
network
EXPERIENCE Social
Email
sharing
Event Blog
18 Noesium Consulting Inc.
19. Decision Making Process
Ambassador
Involvement
Trust
Enthusiasm
EXPERIENCE Knowledge
19 Noesium Consulting Inc.
20. Rational Emotional
BRAND
20 Noesium Consulting Inc.
21. The Influence
Website
Social
Print
network
EXPERIENCE Social
Email
sharing
Event Blog
21 Noesium Consulting Inc.
25. Part 1 : Assessment
25 Noesium Consulting Inc.
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
26 Noesium Consulting Inc.
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
27 Noesium Consulting Inc.
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…
28 Noesium Consulting Inc.
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?
29 Noesium Consulting Inc.
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
30 Noesium Consulting Inc.
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 …
31 Noesium Consulting Inc.
32. Part 1 : Assessment
Questions?
Part 2 : Social Web Presence
32 Noesium Consulting Inc.
33. Part 2 : Social Web Presence
33 Noesium Consulting Inc. Version 1
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
34 Noesium Consulting Inc.
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?
35 Noesium Consulting Inc.
36. Your Connections
(and their connections)
Facebook
You
Facebook
Cousin
Johnny
Volunteer
Colleagues LinkedIn
School
36 Noesium Consulting Inc.
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
37 Noesium Consulting Inc.
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)
38 Noesium Consulting Inc. Version 1
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..
39 Noesium Consulting Inc.
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
40 Noesium Consulting Inc.
41. 2.2 Do people talk about you?
Search
Follow (Blog, Twitter)
41 Noesium Consulting Inc.
42. 2.3 What do people talk/feel about you?
Social Media Tracking & Monitoring Tools ($$)
42 Noesium Consulting Inc.
43. Part 2 : Social Web Presence
Questions?
Part 3 : Strategy and Plan
43 Noesium Consulting Inc.
45. 3.0 Why Strategy? Why Plan?
Assessment
Strategy
Plan
Execute
Maintain
45 Noesium Consulting Inc.
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
46 Noesium Consulting Inc.
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
47 Noesium Consulting Inc.
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
48 Noesium Consulting Inc.
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
49 Noesium Consulting Inc. Version 1
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
51 Noesium Consulting Inc.
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
52 Noesium Consulting Inc.
53. Part 3 : Strategy and Plan
Questions?
Part 4 : Social Brand
53 Noesium Consulting Inc.
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
55 Noesium Consulting Inc.
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
56 Noesium Consulting Inc.
59. Badge
Facebook application
and group
59 Noesium Consulting Inc.
60. Merchandize
(emotional
purchase)
60 Noesium Consulting Inc.
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)
61 Noesium Consulting Inc.
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
62 Noesium Consulting Inc.
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
63 Noesium Consulting Inc.
64. Biography
Series and Albums
Juno, Platinum, Gold awards
Top on charts …..etc.
HENNIE BEKKER
But who really is this guy?
64 Noesium Consulting Inc.
65. Content & Engagement Model
Website
Facebook Blog
MySpace EComm
YouTube
Order by
Phone
Vimeo
Music
Sites
Live
Concert
65 Noesium Consulting Inc. Version 1
66. This got the message out …
66 Noesium Consulting Inc.
69. What about a big organization?
How can there be a personality?
Part of brand development
An organization is made up of individuals
69 Noesium Consulting Inc.
70. 4.3 Group Vs Individual
POLL
Brands on Twitter:
Who do you want to tweet with?
70 Noesium Consulting Inc.
71. 2 Twitterers
Refresh Events
Business Week
57 Twitterers
71 Noesium Consulting Inc.
72. Logo Person Combined
Remember: it’s the relationship that counts
72 Noesium Consulting Inc.
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)
73 Noesium Consulting Inc.
74. Let people “pre-experience” the brand
Pictures
Videos
Blog
EXPERIENCE Discussions
Recommendations
News
Presentations
74 Noesium Consulting Inc.
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..
75 Noesium Consulting Inc.
76. Only 4 photos
Vs
Many photos
Facebook Website
76 Noesium Consulting Inc.
77. Uploading pictures and videos take a lot of time
Not necessary, if you leverage the Web 2.0 technology
77 Noesium Consulting Inc.
78. Facebook Applications Social Sharing Sites
78 Noesium Consulting Inc.
79. Website LinkedIn Twitter
BLOG
Website LinkedIn Slideshare
SLIDES
79 Noesium Consulting Inc.
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
81 Noesium Consulting Inc.
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
83 Noesium Consulting Inc.
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.”
84 Noesium Consulting Inc.
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
85 Noesium Consulting Inc.
87. Recap
The Brand Experience Mindset
Part 1: Assessment
Part 2: Social Media Presence
Part 3: Strategy & Plan
Part 4: Brand
87 Noesium Consulting Inc.
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
88 Noesium Consulting Inc.