More Related Content Similar to Branding and Social Media Marketing (20) Branding and Social Media Marketing2. 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
5. the challenge?
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6. breaking through
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7. how?
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8. think: publisher
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9. the process
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10. 1) core value
statement
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11. 2) one message
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12. 2.1) sub-themes
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13. 2.2) specific topics
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14. 3) target persona(e)
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15. 4) objectives
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16. 5) success metrics
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21. 10) content creation
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22. and there’s also…
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23. #trust
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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?
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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
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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….
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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
47. but….
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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
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