LEVERAGING SOCIAL MEDIA FOR YOUR BRAND KAREN LEE SOCIAL WEB & EMAIL STRATEGIST @KARENLEE

A BRAND IS A LIVING ENTITY AND IT IS ENRICHED OR UNDERMINED CUMULATIVELY OVER TIME, THE PRODUCT OF A THOUSAND SMALL GESTURES. MICHAEL EISNER, CEO OF DISNEY

•  The rules are changing: §  Communication §  Content Creation §  Distribution §  Discovery §  Attention

•  How is your organization changing?

THE RISE OF SOCIAL MEDIA THANKS, INTERNET

•  Print (news) •  Radio

•  TV •  Social advertising

•  Mobile advertising •  Native advertising

PAID

•  Print (magazine) •  Websites

•  Blogs •  Press room

•  Email •  Events

THE MARKETING ORCHESTRA AN EVOLVING OVERVIEW

•  Facebook •  Twitter •  LinkedIn •  Google+

•  YouTube •  Slideshare •  Instagram •  Pinterest

•  Q&A (Quora) •  Review sites •  Third-party

communities

OWNED

EARNED

•  Web/email copy •  Articles

•  How-to’s •  Q&As

•  E-books •  White papers

•  Case studies •  Playbooks

•  Guides •  Directories

TEXT: Short-Form

CONTENT FORMATS A GROWING LIST

•  Facebook posts •  Tweets

•  YouTube metadata •  Instagram caption

TEXT: Long-Form

TEXT: Micro-Form

•  Infographics •  Charts

•  Tables •  Slides

•  Professional •  User generated

•  People •  Places

•  Events

GRAPHIC: Illustrations

CONTENT FORMATS A GROWING LIST

•  Live events •  Interviews

•  Narrative •  Demos

•  Webinars •  Podcasts

PHOTOS

AUDIOVISUAL

CHANGE IS A PROCESS & CHANGE TAKES TIME.

LESSONS LEARNED STEPS YOU CAN TAKE FOR YOUR BRAND

•  Know your core values

•  Understand where your organization excels •  Develop a brand toolkit

•  Know your marketing & communication objectives

BUILD A STRONG FOUNDATION UNDERSTAND YOUR STRENGTHS & VALUES

BRANDING: UNIFIED

Logo(Brand Mark) Tone of Voice

Stanford GSB Facilities:

Campus andBeyond

Collateral Social Media Programs & Events

Website SignageStudent

CommunicationsProspective-

StudentCommunications

InfluencerCommunications

AlumniRelations

Communications

ONE SCHOOL, ONE BRAND

BEFORE: LOGOS ONE SCHOOL, MANY LOGOS

AFTER: LOGOS ONE SCHOOL, ONE LOGO

•  What are they seeking from you? •  What are your areas of expertise? •  How will your content provide value?

BECOME A MEDIA COMPANY CREATE CONTENT FOR YOUR TARGET AUDIENCE

“WHILE I WAS AT THE GSB, I FELT INTELLECTUALLY ON FIRE – NOW THAT I’VE GRADUATED THE GSB KEEPS THAT FLAME ALIVE BY PROVIDING ME WITH STIMULATING CONTENT AND UNIQUE PERSPECTIVES ON BIG, COMPELLING ISSUES.” - ALUMNA, STANFORD GSB

New

•  O’Reilly Recognized for Broadening Understanding of Organization Behavior

•  Summer Programs Keep the Business School Busy •  Mike Aviles, MBA ‘90, Honored with 2011 Porras Award •  Three Faculty Honored With New Academic Chair Awards

Old

STORY HEADLINES LESS TELL ME, MORE TEACH ME

•  The Promise and Peril of Bitcoin •  Google’s Gopi Kallayi: How To Break Through Digital Noise •  Stanford Launches University-Wide Global Development &

Poverty Research Initiative •  How Do You Make a Memorable Presentation?

New

BEFORE: TELL ME

AFTER: TEACH ME

AFTER: TEACH ME

PLAY: SNACK-SIZED VIDEOS

•  Develop an experience that addresses your audience needs and wants, not your organization

•  Be mobile-friendly

•  Create website content

YOUR WEBSITE MATTERS PROVIDE A GREAT EXPERIENCE

BUSINESS INSIGHTS (IN PROGRESS) ENCOURAGE READING & DISCOVERY

•  Define the purpose and benefit of each channel •  Develop a calendar to create, produce and publish

content

•  Promote your content; grow your audience •  Experiment frequently

•  Measure, analyze, learn, and optimize

DISTRIBUTE YOUR CONTENT TAILOR APPROPRIATELY BY YOUR AUDIENCE

BEFORE & AFTER: EMAIL CURATE CONTENT & ENCOURAGE SHARING

ORGANIZE FOR SUCCESS TO BE EFFICIENT AND ALIGNED

Before After •  Decentralized

•  10 Facebook Pages

•  12 Twitter Accounts

•  Infrequent publishing

•  Flagship and Hub & Spoke

•  1 Facebook Page •  5 Twitter Accounts •  Daily/weekly publishing

•  Social Media Landing Page

•  Tumblr

HOW TO BE A BRAND CHAMPION WITH SOCIAL MEDIA

•  Involve your stakeholders early and often •  Understand their business objectives •  Serve as a connector across your organization

GET INVOLVED JOIN FORCES TO MAKE A BIGGER IMPACT

•  Identify opportunities to integrate social into your existing marketing channels and early adopters

•  Leverage key events to tap into big audiences •  Draw visible connections between social media efforts

and business objectives

GET INTEGRATED MAKE SOCIAL MEDIA VISIBLE EVERYWHERE

•  Develop a social media committee

•  Share social media campaigns and initiatives •  Create best practices, how to guides, and practical tools •  Provide monthly dashboards •  Present case studies with other departments

CELEBRATE WINS & FAILURES DEVELOP A FORUM FOR KNOWLEDGE SHARING

•  Be audience-centric •  Find the thought-provoking, interesting nuggets •  Tailor the story for your social platforms

•  Master the art of repurposing content •  Test, learn, and evolve

SHARE A GREAT STORY

SHARE EXPERTISE BITE-SIZED RESEARCH TAKEAWAYS

SHARE EXPERIENCE

Each one of us has limitless potential inside us to make an extraordinary difference in this world if we can break our mental

barriers and be open to the risk and ambiguity that comes with it.” -Ritu Narayan (MSx ‘14)

SHOWCASE YOUR STUDENTS

SHARE EXPERIENCE SHOWCASE THE COMMUNITY

SHARE INSIGHTS DEVELOP THEMATIC PIECES OF CONTENT

LISTEN AND ENGAGE BOTH ONLINE AND OFFLINE

•  Be proactively helpful •  Acknowledge or respond

whenever possible

•  Find opportunities for your community to create content

•  Be the eyes and ears of your brand

•  Get involved and get integrated

•  Become a media company

•  Tailor content to your audience

•  Empower your community to tell a great story

•  Listen, engage, test, measure and learn (repeat)

TWEETABLE TAKEAWAYS

A BRAND IS A LIVING ENTITY AND IT IS ENRICHED OR UNDERMINED CUMULATIVELY OVER TIME, THE PRODUCT OF A THOUSAND SMALL GESTURES. MICHAEL EISNER, CEO OF DISNEY

THANK YOU! QUESTIONS?

@KARENLEE

LEEKAREN@STANFORD.EDU