Building Your Brand and Engaging Audiences in the Social Media Era

BRANDING, SOCIAL MEDIA, (and learning to lose control) hub berkeley talk 9/10/09 - nathaniel whittemore / [email_address] [email_address]

This presentation is about: ,[object Object],[object Object],[object Object],[object Object]

“ A “brand” is an emotional aftertaste conjured up by but not necessarily dependent upon a series of experiences.” -Zefrank (key: it’s all about feeling) (key: it’s all about feeling) (key: it’s all about feeling) (key: it’s all about feeling)

Brand is... ,[object Object],[object Object],[object Object]

In the modern world, brand is more important than ever.

Why is brand so important? ,[object Object],[object Object],[object Object],[object Object]

KEY POINT: ,[object Object],[object Object],[object Object]

The four revolutions of media 1. Printed Word (books) 2. Conversational media (Telephone) 3. Recorded Media (records) 4. Broadcast Media (radio/tv)

What they shared? ,[object Object],“ There is a curious asymmetry. The media that are good at creating conversations are no good at creating groups. The media that are good at creating groups are no good at creating conversations.” -Clay Shirky

The shift ,[object Object],[object Object],[object Object]

What does this mean for brands? ,[object Object],[object Object],[object Object]

Case Studies ,[object Object],[object Object],[object Object],[object Object]

Virality: TED ,[object Object],[object Object],[object Object],[object Object],[object Object]

uh, what? are we still in america?

Vulnerability: Rockstar ,[object Object],[object Object],[object Object],[object Object]

Loss of Control: Fiji ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Loss of Control: FORGE ,[object Object],[object Object],[object Object]

Brand reality recap ,[object Object],[object Object],[object Object]

What is “social media” ,[object Object],[object Object],[object Object],[object Object]

Web 1.0 ,[object Object],[object Object],[object Object]

Web 2.0 ,[object Object],[object Object],[object Object]

Implications for nonprofits ,[object Object],[object Object],[object Object]

It’s all about the value you provide?

[object Object],[object Object],[object Object],How do you provide value?

What’s the role of social media? ,[object Object],[object Object],[object Object]

Case Studies ,[object Object],[object Object],[object Object]

charity:water ,[object Object],[object Object],[object Object],[object Object]

Kiva.org ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Change.org ,[object Object],[object Object],[object Object],[object Object]

Connecting it back ,[object Object],[object Object],[object Object],[object Object]

Bonus tip: Great Music ,[object Object],[object Object]

Building Your Brand and Engaging Audiences in the Social Media Era

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Building Your Brand and Engaging Audiences in the Social Media Era