Leveraging Social Media For Your Brand | Stanford Graduate School of Business

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    19-Aug-2014

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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

Transcript

  • LEVERAGING SOCIAL MEDIA FOR YOUR BRAND KAREN LEE SOCIAL WEB & EMAIL STRATEGIST @KARENLEE
  • 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
  • The rules are changing: Communication Content Creation Distribution Discovery Attention How is your organization changing? THE RISE OF SOCIAL MEDIA THANKS, INTERNET
  • 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
  • Web/email copy Articles How-tos 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
  • 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
  • CHANGE IS A PROCESS & CHANGE TAKES TIME.
  • LESSONS LEARNED STEPS YOU CAN TAKE FOR YOUR BRAND
  • 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
  • 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 Inuencer Communications Alumni Relations Communications ONE SCHOOL, ONE BRAND
  • BEFORE: LOGOS ONE SCHOOL, MANY LOGOS
  • AFTER: LOGOS ONE SCHOOL, ONE LOGO
  • 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
  • WHILE I WAS AT THE GSB, I FELT INTELLECTUALLY ON FIRE NOW THAT IVE GRADUATED THE GSB KEEPS THAT FLAME ALIVE BY PROVIDING ME WITH STIMULATING CONTENT AND UNIQUE PERSPECTIVES ON BIG, COMPELLING ISSUES. - ALUMNA, STANFORD GSB
  • New OReilly 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 Googles 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
  • BEFORE: TELL ME
  • AFTER: TEACH ME
  • AFTER: TEACH ME
  • PLAY: SNACK-SIZED VIDEOS
  • 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
  • BUSINESS INSIGHTS (IN PROGRESS) ENCOURAGE READING & DISCOVERY
  • 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
  • BEFORE & AFTER: EMAIL CURATE CONTENT & ENCOURAGE SHARING
  • 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
  • HOW TO BE A BRAND CHAMPION WITH SOCIAL MEDIA
  • 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
  • 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
  • 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
  • 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
  • SHARE EXPERTISE BITE-SIZED RESEARCH TAKEAWAYS
  • 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
  • SHARE EXPERIENCE SHOWCASE THE COMMUNITY
  • SHARE INSIGHTS DEVELOP THEMATIC PIECES OF CONTENT
  • LISTEN AND ENGAGE BOTH ONLINE AND OFFLINE Be proactively helpful Acknowledge or respond whenever possible Find opportunities for your community to create content
  • 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
  • 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
  • THANK YOU! QUESTIONS? @KARENLEE LEEKAREN@STANFORD.EDU

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