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#branding
&
#smm
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
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
what’s the
#branding goal?
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
dominate
the conversation
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
the challenge?
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
breaking through
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
how?
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
think: publisher
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
the process
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
1) core value
statement
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
2) one message
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
2.1) sub-themes
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
2.2) specific topics
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
3) target persona(e)
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
4) objectives
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
5) success metrics
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
6) social platform
selection
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
7) listening tools
selection
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
8) publishing tools
selection
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
9) analytical tools
selection
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
10) content creation
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
and there’s also…
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
#trust
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
Zero Moment of #Trust
Earning consumer respect and loyalty through
your digital brand presence
© 2015 Eric Bryn All Rights Reserved. #trust
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
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
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
User experience (UX))
User interface (UI)
Information design (ID)
Customer experience (#CX)
User empathy
Design #Trust Indicators
© 2015 Eric Bryn All Rights Reserved. #trust
Simplicity of message
Usefulness of information
No trickery
Ratings and testimonials
Informational #Trust
Indicators
© 2015 Eric Bryn All Rights Reserved. #trust
“content” underlies
all of this
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
what’s the BIG
IDEA?
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
what’s the
MESSAGE?
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
thought leadership
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
storytelling
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
remember….
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
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
so….
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
what about
@Nationwide?
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
#makesafehappen
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
IMHO
@Nationwide’s
#makesafehappen
microsite rocks
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
but….
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
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
Photos courtesy of:
Gratisography
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
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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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