Brand Storytelling: Connecting On The Values Level: Branding Strategy Insider

Brand Storytelling: Connecting On The Values Level: Branding Strategy Insider

Optimize Your Digital Assets with Infographics

By utilizing Infographics you will you engage your audience and create a powerful call to action.  In addition to being able to provide concise information, images can be optimized to improve your search ranking by utilizing keywords in the alt tag and placing images in a separate folder named with relevant key terms that can be found by search engines.  

These images can also be found and shared in Google image searches.  for more information about optimizing images see the article "How to Optimize Images for Search Engines, Social Media and People" (http://www.seosmarty.com/image-seo/)

For a wonderful example of how to utilize Infographics visit the Social Commerce Today website for an article entitled  “Five Digital Tools to Boost your brand”  http://bit.ly/HrhRpU

Nine Pieces of Advice from Brian McClary

Brian McClary recently visited my Digital Marketing course at the University of Michigan-Dearborn.  Brian McClary, an Emerging Social Media Analyst is doing what he loves.  Brian calls himself an Emerging Media Nerd, he is passionate about technology and loves keeping up on current trends.  He reassured the Students that even if you don’t yet have a great deal of experience or an Internship, you can still land your dream job.  I was completely inspired not to abandon what I love.

Brian McClary’s advise to us,

• Use social media responsibly
• No major internship? No problem. Neither did Brian McClary when he graduated Western Michigan University. He got a job and continued doing what he loved, which was researching technology, social media, and trends.  Somehow his passion created opportunity for him.

• Network
• Even without a great deal of experience, your dream job is still possible.
• Knock on doors (find experts in what you are passionate about)
• Be a sponge
• Turn your passion into a career
• Stand out
• Stay in Michigan, if you can

In a resent article published by Detroit (WXYZ), Detroit ranks among the top 20 markets in the U.S. for social media jobs. http://bit.ly/H6iN21

Not Sure Where You are Going? Then Any Road Will Do!

That phrase comes from the Alice and Wonderland Story, which I was reminded of when reading a book by Steven Covey.

There is so much that can be done with social media.  There is, Social Media Analytics, Social Media Apps, Social Media Marketing,  finding strategies for communicating with value and more....  Being the detailed person that I am, I almost got lost in the mix. I realized it all means nothing unless, you are making real connections with real people. It’s easy to develop a site and to start following people and to retweet information and have people follow you, but where are you going? If you don’t know, I guess "any road will do."

I’ve been struggling on what to write about next.  Yes I have a class project, and a very exciting one.  However, what I have been struggling with is where do I want to go with social media, and what vehicles will get me there.  I am studying Marketing and Communication. 

Social Media is about making real connections with real people.  Business, Organizations and Services are about meeting the needs and desires of people.  Business, Organizations and Services are not people but they are based on ideas of people.  My goal through social media is:

• Connecting the value of a brand with the people who appreciate it.

This is a Vivian quote, “There are no great institutions, only great people who have been given a great idea”.  Behind every great institution, you will find a person and behind that person you will find an idea, that idea sparked something in that person.  A good example of this is the pickle.  Did you know the pickle has a timeline dating back to 2400 B.C (http://www.nyfoodmuseum.org/_ptime.htm).  The origin is unknown.  But somewhere along the line I am sure, a great inventor experimenting with cucumbers, said uuuhm, this is good, I like it,  I will share this with others.

Today there are pickle lovers, pickle organizations, pickle terminology, and many pickle manufacturers.  One that stands out in my mind is Vlasic Pickles, founded by Franjo Vlasic  Somewhere along the line Franco Vlasic acted on an idea that he would manufacture his own brand of pickles.  Adding to that idea was the idea that pregnant women crave pickles.  They began to tell that story with an image of a stork, and pickle cravings.  Vlasic has their own very unique brand of pickles.  But it was first an idea.  Thanks you Bryan Ruiz (https://www.facebook.com/bryanrui) for sharing this image on his blog http://www.bryanandrewruiz.com/blog/?p=576

Unless you are sharing something, some people connect with, following and being followed is just another way of going in circles.

Creative Impressions Management

It was Thanksgiving; there was no one in the store placing orders. The manager was in the back, reading the paper when the two Domino’s employees decided to shoot a video. He was making a sandwich as she narrated. As she spoke he stuck a piece of cheese up his nose then placed it on the sandwich. He then took a piece of pepperoni and placed it behind his but and shot air into it, he then carefully placed it on the sandwich. And there you have it. She decided to upload the video onto YouTube. The rest is history the video quickly went viral.  Thanks to Domino’s aggressive search programs, the video was discovered the very next day. What would they do now, should they call a press conference? According to Tim McIntyre the Vice President of Communications for Domino’s Pizza that would only call more attention to the damage that had already been done to them.

 Not everyone had seen the YouTube video. Tim McIntyre decided to call the CEO and one camera man. Together they shot a video and uploaded onto YouTube. The message was simple and given in a very informal manner by the CEO, An apology was given and an explanation, “This is not something Domino’s did; this was something that was done to Domino’s”. The tags used by the soon to be x-employees, on the video that was originally intended to be a practical joke were the same tags used by, so that anyone in search of that video, would also find Domino’s response to it. The message was repeated over and over to the press. The press was not granted any air time or a press release just a simple statement over the phone. The two were not hard to find because they used their real names. There deeds were frowned upon by the whole town and they faced criminal charges for tainting food.

The tactics used were very effective in the grand scale of things, because statistics showed that at least three times more people viewed the Domino’s video, than they did practical joke. And probably ten times more people view Charlie Sheen’s video than they did the Domino’s video. In addition those who did not know about the practical joke did not need to be subjected to those graphic images. Domino’s stores continued to be opened and increases in sales were documented. The Response by Tim McIntyre was a first, It was creative, and it was effective. I really enjoyed hearing Tim McIntyre speak. He is a very down to earth type of person. His points to us:

•  Be how you want to be perceived 
• Don’t do stupid stuff 
• Engage, don’t sell (Domino’s doesn’t sell any product online) and don’t retail on Facebook 
• Monitor everything, be vigilant. Respond honestly, identify yourself 
• Policies help, if you follow through and hold people accountable (i.e., no unauthorized video or photography allowed on the premises, or while in uniform.) 
• Your response says more about your reputation as much as the incident itself 
• Don’t Panic 
• Assess the situation as quickly as possible • Know your audience 
• Don’t hide, people will fill in the gaps 
• Be forthcoming, apologize, and say you are sorry take responsibility. (Sorry is not an admission of guilt, it means something happened and you are sorry that it did) 
• Focus on your Core Issues (This was not something Domino’s did, it was something that was done to Domino’s) 
• Keep it simple 
• Do it fast 
• Every Global or National crises has a local origin - Prevent them, fix them, and identify all things that can go wrong • Develop a culture of caring 
• Make every hire count 

Notes taken from: PRSSA 14th Annual Student Development Conference | “Inspire Your Passion” | Eastern Michigan University | December 2, 2011

Social Business and Personal Brands Opinion Editorial

As a student at the University of Michigan – Dearborn, studying Digital and Social Media Marketing, I couldn’t determine whether I should be reading articles about personal branding which is my current stage of development or articles about where I hope to be, which is developing solid skills in order to help businesses or organizations to develop their social media strategies or their “social business”. So I read expert articles on both subjects. I started with an article by Pam Moore “Defining Social Business is Like Eating Spaghetti With a Spoon” (click here for the full article). In this article Pam Moore talks about when she was researching for this article in an attempt to define social business, the concepts kept growing and growing like when you pick spaghetti with your fork and as you begin to twirl it keeps getting bigger and bigger, the noodles are longer than anticipated, until you find it will no longer fit into your mouth. So was the topic of social business it continued to grow, she compares it to being like eating spaghetti with a spoon. When developing social media strategy for business there is no one set strategy. An advanced business knows they need a fork and even with the right tool a good strategy will help to develop a scope for the project and what the company hopes to accomplish.

Developing your personal brand is just as unique as it would be for each company. According to Dan Schawbel’s blog (http://www.personalbrandingblog.com/), developing a personal presence in social media is about understanding your unique brand. The product is you. It takes time to research, and to know what people are saying about you and what you want to say about yourself. It is great when the two can agree. Let your actions and involvement in forums and on other blogs with similar interest speak for you. According to Schawbel, “position yourself where you want to be, not where you are”. It involves a lot of work and personal sacrifice. But if it is something you are passionate about, you won’t mind putting the work into it.

While there is a basic foundation for developing a social business or personal brand, for example updating content every day, developing a network, being transparent, being open the content and context is different for every business as it is for every individual. Know what is different about you and then own it.
In my own opinion a successful personal brand is one where you can associate an images or style, a phrase, a sound or even certain emotions with a certain individual, because they have taken something and owned it. Some examples of strong personal brands are, Jeff Foxworthy, "You might be a redneck if". Jeff Foxworthy has taken something he has heard or perhaps something that has been said about him, and he owns it. Pablo Picasso Bad “artists copy. Good artists steal”. Pablo Picasso painted landscapes and people which was nothing new, but he gives each work his own unique flavor, he owns it. James Cameron “I actually started as a model builder and quickly progressed into production design, which made sense because I could draw and paint. But I kept watching that guy over there who was moving the actors around and setting up the shots.” James Cameron takes what he is good at, creating imagery and model building and incorporates that since of fantasy into real life scenes and takes us on an adventure.

With so many social media sites, forums, personal and business blogs, it is important to be unique, to be different, to stand out from the rest. Take the time to figure out what it is and then, "Own it".

Digital Marketing Degree Programs

Digital Marketing is a forum to get your products or services on the marketing. With your online shop or service, you now have the ability to reach out to a local, national or worldwide audience. Products may not be limited to a tangible item it may also consist of sharing or providing information.

Digital marketing is also a great way to advertise your products or services even if you do not sell any actual products on line. Digital advertising works on many different levels. It may consist of search strategies, networking or engaging your audience.

For many years Marketers have presumed to know what people are interested in. Thanks to the use of the internet, if you’re listening, you may actually find out what people are saying about you and about your products. Some digital marketers spend time analyzing information and data. Digital Marketing is a powerful tool for those who are in digital analytics.

Being creative is definitely an advantage in digital marketing because there are so many opportunities and so many things yet to be discovered. When selecting a digital marketing degree program you may want to consider what it is you want to be able to offer to your clients. What are your personal strengths and weaknesses?

Also consider who will be your professors. Your professor’s experience allows you the opportunity to learn from those in the market what has worked and what has not worked. You can learn from data that has been collected and about available resources. Also consider what resources will be made available to you such as, will your education help to provide you with direction and networking opportunities. Many of the forerunners in digital marketing are self-taught. They were able to get online or research to find out what it is they needed to know which it is still quite possible to do. Enrolling in a digital marketing degree program is a great way build on the knowledge of others.


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