brand experience social technology what’s...point of parity, point of difference deep, broad,...
TRANSCRIPT
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Image-Identity Gap GuideBrand Voice Guide6 Brand Tips
Happiness Tips, Personal Branding Tips, Visual Design TIps, BESTAID Academic Insights: Designed
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Experience Map GuideSceneography Tips
Listen and Respond TipsViral Campaign TipsChannel TipsAnalytical Tips
BRAND EXPERIENCE SOCIAL TECHNOLOGY
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WHAT’SPunchlist
HOW’STips &Guides
OVERARCHING Refresher
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TOOLKIT THE WHATS: A PUNCHLIST THE WHYS: FRAMEWORKS THE HOWS : TIPS + GUIDES
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THE WHATS: A PUNCHLIST What does your brand want to own a share of? What is your brand personality? What is your image identity gap? What is your user’s experience ? What is the story? What is your call to action and metric of success? What is your engagement model (why they keep returning)?
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BRAND IDENTITY
BRAND IMAGE
differences between what you said and what you heard? how big is the gap?
Is that gap a problem?
WHAT IS YOUR IMAGE-IDENTITY GAP?
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WHAT IS YOUR USER’S EXPERIENCE?
product
environment
service
communication
employee
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WHAT IS YOUR STORY?
1. GET THE AUDIENCE’S ATTENTION FAST!
Begin with a description of a place, circumstance, or premise that everyone understands
2. FOCUS ON THE PROTAGONIST OR CHARACTER
Understand the protagonist’s desires
Personalize the protagonist so the audience feels a personal stake
3. HONE IN OBSTACLES KEEPING THE PROTAGONIST FROM HIS DESIRES
The people in your story have to want something
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·
IMPLICIT
EXPLICIT $$$
EYEBALLS
WHAT IS YOUR CALL TO ACTION? awareness
engagement
action
views light social actions clickthroughs
embeds retweets reblogging creations donations
comments tagging/mentions sharing
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WHAT IS YOUR ENGAGEMENT MODEL?
aligned? Connect to brand; support brand strategy, goals & purpose
participatory? Invite action; remain consistent with goals & identity
adaptive? Learn, adjust and build upon successes
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THE WHYS: FRAMEWORKS BEST framework Brand framework Design framework Dragonfly framework Integrative framework Personal Brand framework
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Image- Identity Gap
Experience Map
Voice Guideline
Social Media Object
Launch Strategy
Metrics of Success
Campaign Outcomes
Brand Guidance
BEST FRAMEWORK
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Judgment Competence
Credibility Consideration
Superiority
Brand Aributes Quality
Price
Brand personality User Imagery Usage Imagery
Relationships Loyalty
Attachment Happiness
Feelings
Warmth Respect Fear/excitement Awe/jealousy
Awareness Recall and Recognition
Associations What are you?
Awareness Who are you?
Attitudes What about you?
Attachment What about you and me?
Point of Parity, Point of Difference
Deep, Broad, Brand Awareness
Strong, Favorable, Unique
Active Loyalty
CONSUMER QUESTIONS IDEAL OUTCOME
Source: Keller, Strategic Brand Management
BRAND FRAMEWORK
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EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
DESIGN FRAMEWORK
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FOCUS:
Humanistic"Actionable "Testable "Clarity "Happiness "
ENGAGE:!
Tell a story "Personally connect "Authenticity "Match the media"
TAKE ACTION:!
Easy "Fun "Tailored "Open"
GRAB ATTENTION:!
Personal "Unexpected"Visceral "Visualize"
DRAGONFLY FRAMEWORK
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Blogs
Widgets
Video Viral Email Pledge Lists
Fliers
Celebrities Donor Orgs
Literature Web Links
How to Videos
Homes
Local Events Clubs / Lounges
Universities Temples
Corporate Drives
TV Public Relations
Posters Newspapers
Magazine
Telemarketing
http://www.helpsameer.org/strategy/
STRATEGY
Instant Brand
Mass-Micro Mobilization
SOCIAL MEDIA EDUCATION
REGISTRATION TRADITIONAL MEDIA
ACTION AWARENESS
INTEGRATIVE FRAMEWORK
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PAST PRESENT FUTURE
PERSONAL STORY
IMAGE-IDENITY GAP ANALYSIS
This is your transition story. You’re the protagonist. There are tensions and obstacles.
You need to bring all these folks along with you.
PERSONAL BRAND FRAMEWORK
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THE HOWS: TIPS + GUIDES Design Thinking Tips 6 Field Work Tips 6 Brand Tips Listen and Respond Tips Viral Campaign Tips Channel Tips Analytical Tips Happiness Tips Image-Identity Gap Guide Brand Voice Guide Experience Map Guide
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Lovingly modified from http://dschool.typepad.com/files/bootcampbootleg2010.pdf
DESIGN THINKING TIPS
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SIX FIELD WORK TIPS
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SIX BRAND TIPS
Holistic
Crystal clear value
proposition
Distinct
Story
Personality
Listen, respond
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HOLISTIC
Products Events Sponsors Partners Customer Donors Employees
Branding {
{
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VALUE PROPOSITION
= –
functional
emotional self expressive
social good
VALUE TO TARGET CUSTOMER
BENEFITS TO TARGET MARKET
PRICE TO TARGET MARKET
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POINT-OF-PARITY: Shared brand associations needed to be player, to neutralize ‘competition’
POINT-OF-DIFFERENCE: Unique brand associations needed to stand out
Source: Keller 2003
DISTINCT
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STORY storytelling template
Situation Desire
Complication Obstacle
Solution Outcome
SHORT
Drop into middle of action Background information Establish dramatic question
LONG
Character/situation developed
Core action of story happens
Protagonist’s path toward goal repeatedly blocked by daunting obstacles
SHORTEST
Crisis
Climax
Consequences
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PERSONALITY
USA JAPAN
Excitement Sincerity
Competence
Ruggedness
Sophistication
Excitement Sincerity
Competence
Peacefulness
Sophistication
SPAIN
Excitement Sincerity
Competence
Peacefulness
Passion
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sincere vs. exciting
Source: Aaker, Fournier and Brasel (2004, JCR)
LISTEN, RESPOND WELL
WAYS TO RESPOND
respond on point fit points with product listen, and explain why not design for network highlight contradictions
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Virality is not a strategy. Iterate, iterate, iterate. Rapid A-B testing.
What are your engines of forward movement? More than keywords, tagging, influentials; It’s why someone shares an object.
What’s your channel strategy. Questions on twier. Stories on facebook.
Can you make your call to action more clear?
VIRAL CAMPAIGN TIPS
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Understand your image/identity gap. Do you need to close it?.
Be distinct You are the _______________ among all _______________ because of __________.
Lead with competence. Carve out clear areas of incompetence.
Stand for something And understand why you are doing what
you are doing.
PERSONAL BRAND TIPS
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LINKEDIN maintain an updated, living resume, framed around the story you’re trying to tell
FACEBOOK make sure your public profile is in good working order (no potentially regretescapades)
focus on adding value to the conversation
TWITTER share articles & links
follow people who would make up your ideal audience & learn from them
TUMBLR write longer form pieces on things you care about
CHANNEL TIPS
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ANALYTIC TIPS
Survey followers to find out more Something as simple as “vote if you like cake” tells you more about your users.
Facebook Page Facebook offers free tools to monitor weekly traffic to and from a Facebook page that you create.
Google Analytics Feature rich tools that help you understand your personal brand.
Klout Measures the online influence of your Facebook or Twier profile.
Alexa.com/siteinfo Ranks websites and tells you information about site visitors (location, search engine queries,
Google Adwords Keyword Tool Tells you how many times people search for a keyword every month.
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HAPPINESS TIPS
What drives your happiness isnt’ what you always think drives your happiness.
You can choose the happiness you want to feel; the happiness you choose impacts choices you make
Happiness determined by where you spend time (not money).
Happiness changes across life course
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IMAGE-IDENTITY GAP GUIDE
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IMAGE-INDENTITY GAP GUIDE
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BRAND VOICE GUIDELINE
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BRAND VOICE GUIDELINE
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EXPERIENCE MAP GUIDE
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EXPERIENCE MAP GUIDE
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