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Managing Visual
                                         Identity Across
                                         Social Media
                                         Channels

A look at channel harmonization in the
  context of social media marketing.
The slides contained in this presentation
           demonstrate visual identity management and
Contents   channel harmonization strategies applied on
           behalf of various brands across the most popular
           and far-reaching social media channels.
While the importance of channel
           harmonization and consistent brand
Context    management is well-established in the world
           of traditional media, the spectacular growth
           in social media has caught some brands off
           guard. Two problems have arisen:
          First, where brands have been slow to move in
            the key social media channels (like
            Facebook), they have sometimes lost control
            of their identity in those channels.
          Second, the rush to market has created the
            possibility for brand drift and failure to
            leverage across channels.
1.  Controlling brand identity and maintaining
                       consistency in user experience is no less important in
                       social channels than in traditional media channels.

Basic Principles   2.  Unauthorized "fan sites" created under the brand
                       name are at the very least a cause for consumer
                       confusion and at the very worst, a recipe for disaster.

                   3.  Brands cannot be lackadaisical; they need to take
                       immediate steps to control their intellectual property
                       on the key channels.

                   4.  The restrictions placed on your ability to customize
                       and control profiles (not to mention user-created
                       content!) can make managing identity a challenge.

                   5.  The channels are complementary and can support
                       and enrich the user experience in different ways;
                       each has their own strengths. It is essential to
                       understand these strengths and to play to them. It is
                       equally important to leverage your content across the
                       channels.
1.  Controlling brand identity and maintaining
                       consistency in user experience is no less
                       important in social channels than in
                       traditional media channels.
Basic Principles   2.  Unauthorized "fan sites" created under the brand
                       name are at the very least a cause for consumer
                       confusion and at the very worst, a recipe for disaster.

                   3.  Brands cannot be lackadaisical; they need to take
                       immediate steps to control their intellectual property
                       on the key channels.

                   4.  The restrictions placed on your ability to customize
                       and control profiles (not to mention user-created
                       content!) can make managing identity a challenge.

                   5.  The channels are complementary and can support
                       and enrich the user experience in different ways; each
                       has their own strengths. It is essential to understand
                       these strengths and to play to them. It is equally
                       important to leverage your content across the
                       channels.
A Brand Approach
A Brand Approach
A Line of Business Approach
1.  Controlling brand identity and maintaining
                       consistency in user experience is no less important in
                       social channels than in traditional media channels.

                   2.  Unauthorized "fan sites" created under the
Basic Principles       brand name are at the very least a cause for
                       consumer confusion and at the very worst, a
                       recipe for disaster.
                   3.  Brands cannot be lackadaisical; they need to take
                       immediate steps to control their intellectual property
                       on the key channels.

                   4.  The restrictions placed on your ability to customize
                       and control profiles (not to mention user-created
                       content!) can make managing identity a challenge.

                   5.  The channels are complementary and can support
                       and enrich the user experience in different ways; each
                       has their own strengths. It is essential to understand
                       these strengths and to play to them. It is equally
                       important to leverage your content across the
                       channels.
Who speaks for this brand?

     At least 8,235 people want to know!
But aren't fan-created sites a good thing?

While the
enthusiasm of brand
evangelists is a
wonderful thing,
uncontrolled,
unauthorized fan
pages leave you
open for problems,
like this comment
found on an
unauthorized
Facebook Fan page:
1.  Controlling brand identity and maintaining
                       consistency in user experience is no less important in
                       social channels than in traditional media channels.

                   2.  Unauthorized "fan sites" created under the brand
Basic Principles       name are at the very least a cause for consumer
                       confusion and at the very worst, a recipe for disaster.

                   3.  Brands cannot be lackadaisical; they need
                       to take immediate steps to control their
                       intellectual property on the key channels.
                   4.  The restrictions placed on your ability to customize
                       and control profiles (not to mention user-created
                       content!) can make managing identity a challenge.

                   5.  The channels are complementary and can support
                       and enrich the user experience in different ways; each
                       has their own strengths. It is essential to understand
                       these strengths and to play to them. It is equally
                       important to leverage your content across the
                       channels.
Is this who you think it is?




(In contrast, the Official Benetton
   Fan site has only 303 fans!)
1.  Controlling brand identity and maintaining
                       consistency in user experience is no less important in
                       social channels than in traditional media channels.

                   2.  Unauthorized "fan sites" created under the brand
Basic Principles       name are at the very least a cause for consumer
                       confusion and at the very worst, a recipe for disaster.

                   3.  Brands cannot be lackadaisical; they need to take
                       immediate steps to control their intellectual property
                       on the key channels.

                   4.  The restrictions placed on your ability to
                       customize and control some profiles (not to
                       mention user-created content!) can make
                       managing identity a challenge.
                   5.  The channels are complementary and can support
                       and enrich the user experience in different ways; each
                       has their own strengths. It is essential to understand
                       these strengths and to play to them. It is equally
                       important to leverage your content across the
                       channels.
Twitter Profiles




 Twitter provides the opportunity for the creation of a strong visual presence through
 the use of customized, branded wallpaper. The opportunity to present information is
limited, however, as the profile is very restrictive (i.e., 1 URL + a 160 character bio!).
Facebook Fan Pages
Facebook Fan Pages



Facebook Fan Pages
contain room for the
publication of a fair
amount of information,
plus the ability to add
custom tabs and boxes.
While customization
options for the default
profile are limited,
custom tabs are
particularly effective.
Through the use of
FBML you can control
the user experience on
these new tabs. You can
also specify the landing
tab for visitors to the
Fan Page.
Flickr Pages




Flickr pages provide
only limited branding
and no customization.
The Profile page allows
you to publish more
information, but again,
with no opportunity for
customization of the
user experience.
YouTube Channels


YouTube provides only limited
branding and customization of
the user experience. Your best
course of action is to skin it in
line with your corporate I.D.,
then let your video be the voice
(and face) of your brand.
1.  Controlling brand identity and maintaining
                       consistency in user experience is no less important in
                       social channels than in traditional media channels.

                   2.  Unauthorized "fan sites" created under the brand
Basic Principles       name are at the very least a cause for consumer
                       confusion and at the very worst, a recipe for disaster.

                   3.  Brands cannot be lackadaisical; they need to take
                       immediate steps to control their intellectual property
                       on the key channels.

                   4.  The restrictions placed on your ability to customize
                       and control profiles (not to mention user-created
                       content!) can make managing identity a challenge.

                   5.  The channels are complementary and can
                       support and enrich the user experience in
                       different ways; each has their own strengths.
                       It is essential to understand these strengths
                       and to play to them. It is equally important to
                       leverage your content across the channels.
Cross Promotion




Raise awareness of alternative channels. Give your target audience
their choice of touchpoints for interacting with your brand.
Learn more
                   www.waterandstone.com
                   twitter.com/waterandstone
                   facebook.com/waterandstone
                   contactus@waterandstone.com


water&stone is a full service digital agency located in
Bali, Indonesia. We provide web and print design,
corporate identity development, search marketing and
social media marketing.

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Managing Visual Identity & Channel Harmonization in Social Media

  • 1. Managing Visual Identity Across Social Media Channels A look at channel harmonization in the context of social media marketing.
  • 2. The slides contained in this presentation demonstrate visual identity management and Contents channel harmonization strategies applied on behalf of various brands across the most popular and far-reaching social media channels.
  • 3. While the importance of channel harmonization and consistent brand Context management is well-established in the world of traditional media, the spectacular growth in social media has caught some brands off guard. Two problems have arisen: First, where brands have been slow to move in the key social media channels (like Facebook), they have sometimes lost control of their identity in those channels. Second, the rush to market has created the possibility for brand drift and failure to leverage across channels.
  • 4. 1.  Controlling brand identity and maintaining consistency in user experience is no less important in social channels than in traditional media channels. Basic Principles 2.  Unauthorized "fan sites" created under the brand name are at the very least a cause for consumer confusion and at the very worst, a recipe for disaster. 3.  Brands cannot be lackadaisical; they need to take immediate steps to control their intellectual property on the key channels. 4.  The restrictions placed on your ability to customize and control profiles (not to mention user-created content!) can make managing identity a challenge. 5.  The channels are complementary and can support and enrich the user experience in different ways; each has their own strengths. It is essential to understand these strengths and to play to them. It is equally important to leverage your content across the channels.
  • 5. 1.  Controlling brand identity and maintaining consistency in user experience is no less important in social channels than in traditional media channels. Basic Principles 2.  Unauthorized "fan sites" created under the brand name are at the very least a cause for consumer confusion and at the very worst, a recipe for disaster. 3.  Brands cannot be lackadaisical; they need to take immediate steps to control their intellectual property on the key channels. 4.  The restrictions placed on your ability to customize and control profiles (not to mention user-created content!) can make managing identity a challenge. 5.  The channels are complementary and can support and enrich the user experience in different ways; each has their own strengths. It is essential to understand these strengths and to play to them. It is equally important to leverage your content across the channels.
  • 8. A Line of Business Approach
  • 9. 1.  Controlling brand identity and maintaining consistency in user experience is no less important in social channels than in traditional media channels. 2.  Unauthorized "fan sites" created under the Basic Principles brand name are at the very least a cause for consumer confusion and at the very worst, a recipe for disaster. 3.  Brands cannot be lackadaisical; they need to take immediate steps to control their intellectual property on the key channels. 4.  The restrictions placed on your ability to customize and control profiles (not to mention user-created content!) can make managing identity a challenge. 5.  The channels are complementary and can support and enrich the user experience in different ways; each has their own strengths. It is essential to understand these strengths and to play to them. It is equally important to leverage your content across the channels.
  • 10. Who speaks for this brand? At least 8,235 people want to know!
  • 11. But aren't fan-created sites a good thing? While the enthusiasm of brand evangelists is a wonderful thing, uncontrolled, unauthorized fan pages leave you open for problems, like this comment found on an unauthorized Facebook Fan page:
  • 12. 1.  Controlling brand identity and maintaining consistency in user experience is no less important in social channels than in traditional media channels. 2.  Unauthorized "fan sites" created under the brand Basic Principles name are at the very least a cause for consumer confusion and at the very worst, a recipe for disaster. 3.  Brands cannot be lackadaisical; they need to take immediate steps to control their intellectual property on the key channels. 4.  The restrictions placed on your ability to customize and control profiles (not to mention user-created content!) can make managing identity a challenge. 5.  The channels are complementary and can support and enrich the user experience in different ways; each has their own strengths. It is essential to understand these strengths and to play to them. It is equally important to leverage your content across the channels.
  • 13. Is this who you think it is? (In contrast, the Official Benetton Fan site has only 303 fans!)
  • 14. 1.  Controlling brand identity and maintaining consistency in user experience is no less important in social channels than in traditional media channels. 2.  Unauthorized "fan sites" created under the brand Basic Principles name are at the very least a cause for consumer confusion and at the very worst, a recipe for disaster. 3.  Brands cannot be lackadaisical; they need to take immediate steps to control their intellectual property on the key channels. 4.  The restrictions placed on your ability to customize and control some profiles (not to mention user-created content!) can make managing identity a challenge. 5.  The channels are complementary and can support and enrich the user experience in different ways; each has their own strengths. It is essential to understand these strengths and to play to them. It is equally important to leverage your content across the channels.
  • 15. Twitter Profiles Twitter provides the opportunity for the creation of a strong visual presence through the use of customized, branded wallpaper. The opportunity to present information is limited, however, as the profile is very restrictive (i.e., 1 URL + a 160 character bio!).
  • 17. Facebook Fan Pages Facebook Fan Pages contain room for the publication of a fair amount of information, plus the ability to add custom tabs and boxes. While customization options for the default profile are limited, custom tabs are particularly effective. Through the use of FBML you can control the user experience on these new tabs. You can also specify the landing tab for visitors to the Fan Page.
  • 18. Flickr Pages Flickr pages provide only limited branding and no customization. The Profile page allows you to publish more information, but again, with no opportunity for customization of the user experience.
  • 19. YouTube Channels YouTube provides only limited branding and customization of the user experience. Your best course of action is to skin it in line with your corporate I.D., then let your video be the voice (and face) of your brand.
  • 20. 1.  Controlling brand identity and maintaining consistency in user experience is no less important in social channels than in traditional media channels. 2.  Unauthorized "fan sites" created under the brand Basic Principles name are at the very least a cause for consumer confusion and at the very worst, a recipe for disaster. 3.  Brands cannot be lackadaisical; they need to take immediate steps to control their intellectual property on the key channels. 4.  The restrictions placed on your ability to customize and control profiles (not to mention user-created content!) can make managing identity a challenge. 5.  The channels are complementary and can support and enrich the user experience in different ways; each has their own strengths. It is essential to understand these strengths and to play to them. It is equally important to leverage your content across the channels.
  • 21. Cross Promotion Raise awareness of alternative channels. Give your target audience their choice of touchpoints for interacting with your brand.
  • 22. Learn more www.waterandstone.com twitter.com/waterandstone facebook.com/waterandstone contactus@waterandstone.com water&stone is a full service digital agency located in Bali, Indonesia. We provide web and print design, corporate identity development, search marketing and social media marketing.