A look at techniques and principles behind channel harmonization in social media marketing. Examples of managing visual identity and the pros and cons of working with the most popular social media systems. Includes tips for dealing with Facebook Fan Pages, Twitter Profiles, Flickr Accounts and YouTube Channels.

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.

6. A Brand Approach

7. A Brand Approach

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!).

16. Facebook Fan Pages

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.