+ Brand Strategy is the Dog. Social Media is the Tail.

TABS Washington, DC

How to Keep the Conversation Brand-Centric.

November 2012

“Increasingly, we are seeing organizations undertaking integrated marketing efforts,

trying to coordinate the brand across channels and unify the voice of the

institution.”

-— Michael Fienen “First Things First: Print, Web and Content”

Why should you care?

Brand Content Strategy

Define: [Brand] Content Strategy

Planning for the creation, delivery and governance of [brand] content

in order to achieve identified business goals.

— Jo Duxbury, “Is your business using social media?

You need content strategy.”

Brand

Brand Formula

Brand Messages

+ Graphic Identity

= Brand

“You don't need a social media strategy, you need a brand strategy that leverages social media. Technology is the tail, not the dog.”

— Chris Kirubi, Chairman of Coca-Cola

What Your School Wants

What Your Audience Wants

Your Brand

SOCIAL MEDIA POSTS

+

Robin Fisher Roffer CEO, Big Fish Marketing (via TMG)

“It’s [the approach] about telling the

greatest story you can about the brand

in a way that connects back

to its target audience.”

“WHAT’S IN IT FOR ME?”

— Your Audience

Don’t Aim for CONSISTENCY Aim for COHESION

Content

When you change your clothes, you’re still you

“New media necessitates a collaboration

between all teams involved in creating and

distributing content, including advertising,

interactive, communications, brand, and marketing

— with an editorial role connecting the dots.”

— Brian Solis

+

“Content strategy can’t be truly effective over the long

term without an internal editorial infrastructure to support it. And that means widespread organizational

change.”

Kristina Halvorson “Content Strategy Is, In Fact, The Next Big Thing”

+ “Unlike traditional ad copy, branded content’s first aim is to educate, inform, entertain or engage the audience —

and the marketing message is secondary to the overall ‘experience’ of the content.

Ad copy declares a message

about your brand, while branded content invites a conversation about your

brand.”

Jeremy Dumont “Crafting a Branded Content Strategy”

Why does your school exist?

?

Strategy

Brand Content Strategy

How can I create branded content?

Give your audience what they want.

http://www.proctoracademy.org/

+

KD Paine Super Six Steps to Effective PR Measurement

• Define your objective(s)

• Define your audience(s)

• Define the metrics you will use

• Benchmark this against " yourself or your competition

• Pick your measurement tool

• Analyze the results

+ Now go brand"your channels!"""

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