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.

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