BRAND EXPERIENCE SOCIAL TECHNOLOGY !"#$%2)%'+,%+)(,7)% (83(,2(.9(%1 !"#$%2)%'+,%(.6#6(5(.$% 5'&(4%:/"*%+)(,)%;((3%,($+,.2.6<1

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Shanna Warner
6 years ago
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1 BRAND EXPERIENCE SOCIAL TECHNOLOGY WHAT S Punchlist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ips & Guides Image-Identity Gap Guide Brand Voice Guide 6 Brand Tips Experience Map Guide Sceneography Tips Listen and Respond Tips Viral Campaign Tips Channel Tips Analytical Tips OVERARCHING Happiness Tips, Personal Branding Tips, Visual Design TIps, BESTAID Academic Insights: Designed Refresher

2 TOOLKIT THE WHATS: A PUNCHLIST THE WHYS: FRAMEWORKS THE HOWS : TIPS + GUIDES

3 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)?

4 WHAT IS YOUR IMAGE- IDENTITY GAP? BRAND IDENTITY differences between what you said and what you heard? how big is the gap? Is that gap a problem? BRAND IMAGE

5 WHAT IS YOUR USER S EXPERIENCE? environment service communication product employee

the protagonist s desires Personalize the

6 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

7 WHAT IS YOUR CALL TO ACTION? EYEBALLS awareness views light social actions clickthroughs IMPLICIT engagement comments tagging/mentions sharing $$$ action embeds retweets reblogging creations donations EXPLICIT

8 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

9 THE WHYS: FRAMEWORKS BEST framework Brand framework Design framework Dragonfly framework Integrative framework Personal Brand framework

10 BEST FRAMEWORK Image- Identity Gap Launch Strategy Experience Map Social Media Object Metrics of Success Brand Guidance Voice Guideline Campaign Outcomes

11 BRAND FRAMEWORK Attachment What about you and me? Relationships Loyalty Attachment Happiness Active Loyalty Attitudes What about you? Judgment Competence Credibility Consideration Superiority Feelings Warmth Respect Fear/excitement Awe/jealousy Strong, Favorable, Unique Associations What are you? Brand A ributes Quality Price Brand personality User Imagery Usage Imagery Point of Parity, Point of Difference Awareness Who are you? Awareness Recall and Recognition Deep, Broad, Brand Awareness CONSUMER QUESTIONS IDEAL OUTCOME Source: Keller, Strategic Brand Management

12 DESIGN FRAMEWORK EMPATHIZE IDEATE DEFINE TEST PROTOTYPE

13 DRAGONFLY FRAMEWORK FOCUS: Humanistic" Actionable " Testable " Clarity " Happiness " ENGAGE:! Tell a story " Personally connect " Authenticity " Match the media" GRAB ATTENTION:! Personal " Unexpected" Visceral " Visualize" TAKE ACTION:! Easy " Fun " Tailored " Open"

14 INTEGRATIVE FRAMEWORK SOCIAL MEDIA Widgets Blogs Pledge Lists Viral Video Facebook STRATEGY Fliers How to Videos Web Links Literature Donor Orgs Celebrities EDUCATION AWARENESS Instant Brand Mass-Micro Mobilization ACTION TV Public Relations Magazine Posters Newspapers Telemarketing TRADITIONAL MEDIA Homes Universities Temples Corporate Drives Clubs / Lounges Local Events REGISTRATION

15 PERSONAL BRAND FRAMEWORK PERSONAL STORY This is your transition story. You re the protagonist. There are tensions and obstacles. PAST PRESENT FUTURE IMAGE-IDENITY GAP ANALYSIS You need to bring all these folks along with you.

16 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

17 DESIGN THINKING TIPS Lovingly modified from

18 SIX FIELD WORK TIPS

19 SIX BRAND TIPS Holistic Listen, respond Crystal clear value proposition Personality Distinct Story

20 HOLISTIC Branding { Products { Events Sponsors Partners Customer Donors Employees

21 VALUE PROPOSITION VALUE TO TARGET CUSTOMER BENEFITS = TO TARGET MARKET PRICE TO TARGET MARKET functional social good self expressive emotional

22 DISTINCT 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

STORY storytelling template SHORT LONG SHORTEST Situation Desire Complication Obstacle Solution Outcome Drop into middle of action Background information Establish

23 STORY storytelling template SHORT LONG SHORTEST Situation Desire Complication Obstacle Solution Outcome Drop into middle of action Background information Establish dramatic question Character/situation developed Core action of story happens Protagonist s path toward goal repeatedly blocked by daunting obstacles Crisis Climax Consequences

24 PERSONALITY Sincerity Excitement Sincerity Excitement Sincerity Excitement Competence Sophistication Competence Sophistication Competence Passion Ruggedness Peacefulness Peacefulness USA JAPAN SPAIN

listen, and explain why not design for network

25 LISTEN, RESPOND WELL WAYS TO RESPOND sincere vs. exciting respond on point fit points with product listen, and explain why not design for network highlight contradictions Source: Aaker, Fournier and Brasel (2004, JCR)

26 VIRAL CAMPAIGN TIPS 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 twi er. Stories on facebook. Can you make your call to action more clear?

27 PERSONAL BRAND TIPS 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.

CHANNEL TIPS TWITTER LINKEDIN FACEBOOK TUMBLR

living resume, framed make sure your public

things you follow people who would make up your

order (no potentially care about ideal audience &

28 CHANNEL TIPS TWITTER LINKEDIN FACEBOOK TUMBLR share articles & links maintain an updated, living resume, framed make sure your public profile is in good write longer form pieces on things you follow people who would make up your around the story you re trying to tell working order (no potentially care about ideal audience & learn regretescapades) from them focus on adding value to the conversation

29 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 Twi er 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.

30 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

31 IMAGE-IDENTITY GAP GUIDE

32 IMAGE-INDENTITY GAP GUIDE

33 BRAND VOICE GUIDELINE

34 BRAND VOICE GUIDELINE

35 EXPERIENCE MAP GUIDE

36 EXPERIENCE MAP GUIDE

Shannon Robinson Owner / Digital Strategist at CloverLabs

Shannon Robinson Owner / Digital Strategist at CloverLabs 13+ years experience in digital marketing with a focus on SEO, Paid Search and Social Media Have worked both in-house and agency side Experience