strategies for digital branding - 2nd class inseec london sept 2014

Digital INSEEC

Sofie Sandell

Twitter @Soffi_Propp

Instagram @sofiesandell



Social Media strategy Dell

Always keeping social media open - never block it

Using social media to predict trends

The internal training academy - empowering people

Direct sales approach

Embrace new ideas and technology

Not serving Wall street expectations any longer

They learned how to listen to influencers and bloggers.

Using Klout to measure who

that was influential

New relationships :)



Year study carried out

% of knowledge you need

to do your job that is

stored in your head

1986 75%

1997 15-20%

2004 8-10%

2014 ???

With 8% to 10% of knowledge being learned 10 years ago

in our work environment, how well-equipped is the knowledge worker

in your organisation to find the other 90 percent when needed?

Research Robert Kelley at Carnegie Mellon University



From article: Minds on Fire: Open Education, the Long Tail, and Learning 2.0

by John Seely Brown and Richard P. Adle, in EDUCAUSE online

Text illustrations © 2008 Susan E. Haviland



Your brand is:

• What you say about yourself

• What your employees say about you

• What your clients and partners say about you

• What third-party review sites say about you



What you can influence

Your domain name online

The colours you use online in your branding

Domain names

.com

.co.uk

.es .fr .se .ir

.eu

.gov.uk

.org.uk

.org

.co

.info

.tv

.net

.info

.ceo

.best

.speaker

.me

.name

.expert

.guru

.works

.diamonds

.plumbing

.coffee



Which brand owns: ahhh.com

http://www.ahhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh.com/

http://www.ahhhhhhhhhhhhhhhhhhh.com/

http://ahhh.com

http://www.ahhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh.com/

http://www.ahhhhhhhhhhhhhhhhhhh.com/



http://llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch.co.uk/

http://llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch.co.uk/



Colours as storytellers

Colours are great at helping us sharing a story online.

It gives away a story about our brand.

It’s nonverbal communication.

Universal language



Connects customers with our brand’s personality

It’s a quick communicator



Warning signal

Blood

Love

You will be noted

Wakes up feelings and emotions



Harmony

Sky and sea

Uniforms

Corporate colour

Chilly effect



Energy

Pay attention

Awake and happiness

Alertness

Warning sign if combined with red

Audience

Message

Channel

What you say about your brand

+

What others say about your brand

=

What people will see, and from there

form their opinion about your brand

Are you sending out the

right messages?

Who is your audience likely to be?

Who can you influence?

Who are you talking to?

CREATORS

CRITICS

COLLECTORS

JOINERS

SPECTATORS

INACTIVE

Creators make social content go. They write blogs or upload video, music, or text.

Collectors organise content for themselves or others using RSS feeds, tags, and social bookmarking websites

Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit

wikis

Joiners connect in social networks like Facebook, Twitter, Google+ and Pinterest

Spectators consume social content including blogs, user-generated video, podcasts, forums, or reviews

Inactives neither create nor consume social content of any kind

Stakeholder mapping

What is a stakeholder?

A stakeholder is anybody who can affect or is affected by an

organisation, strategy or project.

Internal or external

Senior or junior levels

The people who will be affected by the change (if they don’t like it

they will influence)

'People or small groups with the power to respond to, negotiate with,

and change the strategic future of the organization'

(Eden and Ackermann 1998: 117).

Please connect online LinkedIn Sofie Sandell



strategies for digital branding - 2nd class inseec london sept 2014

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