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Branding and Social Media Marketing

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This lecture discusses core concepts in creating a branding and content strategy in social media marketing. It delineates 10 core considerations, brand trust (see http://www.slideshare.net/ericbryn/zero-moment-of-trust for a deeper discussion of this issue and how it relates to Google's Zero Moment of Truth concept), and discusses the recent Nationwide Insurance Superbowl branding campaign.

Publié dans : Médias sociaux, Marketing, Formation

Branding and Social Media Marketing

  1. #branding & #smm © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  2. social media COMM 261 201 loyola university, chicago school of communications lecture 6 © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  3. what’s the #branding goal? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  4. dominate the conversation © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  5. the challenge? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  6. breaking through © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  7. how? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  8. think: publisher © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  9. the process © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  10. 1) core value statement © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  11. 2) one message © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  12. 2.1) sub-themes © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  13. 2.2) specific topics © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  14. 3) target persona(e) © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  15. 4) objectives © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  16. 5) success metrics © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  17. 6) social platform selection © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  18. 7) listening tools selection © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  19. 8) publishing tools selection © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  20. 9) analytical tools selection © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  21. 10) content creation © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  22. and there’s also… © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  23. #trust © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  24. Zero Moment of #Trust Earning consumer respect and loyalty through your digital brand presence © 2015 Eric Bryn All Rights Reserved. #trust
  25. Issue: How does a brand convey a legitimate sense of trust through the scrim of a digital screen? #Trust and Digital Brand Presence © 2015 Eric Bryn All Rights Reserved. #trust
  26. Understanding of brand honesty and commitment imbued by performance, design, and informational cues experienced by consumers at the point of decision making. Zero Moment of #Trust © 2015 Eric Bryn All Rights Reserved. #trust
  27. Continuity across devices, platforms Fast loading times Easy to understand navigation Data-driven feature deployment Performance #Trust Indicators © 2015 Eric Bryn All Rights Reserved. #trust
  28. User experience (UX)) User interface (UI) Information design (ID) Customer experience (#CX) User empathy Design #Trust Indicators © 2015 Eric Bryn All Rights Reserved. #trust
  29. Simplicity of message Usefulness of information No trickery Ratings and testimonials Informational #Trust Indicators © 2015 Eric Bryn All Rights Reserved. #trust
  30. “content” underlies all of this © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  31. what’s the BIG IDEA? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  32. what’s the MESSAGE? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  33. thought leadership © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  34. storytelling © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  35. remember…. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  36. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  37. did @Oreo accomplish it’s goal with this campaign? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  38. so…. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  39. what about @Nationwide? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  40. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS #makesafehappen
  41. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  42. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  43. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  44. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  45. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  46. IMHO @Nationwide’s #makesafehappen microsite rocks © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  47. but…. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  48. did @Nationwide accomplish it’s goal with its #makesafehappen campaign? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  49. Photos courtesy of: Gratisography © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  50. social media COMM 261 201 loyola university, chicago school of communications lecture 6 © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS

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