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This template accompanies SMU101 Session 7 - Brand Management.
This template has been provided to guide your considerations for how your brand will listen, engage and communicate with its audiences
This template accompanies SMU101 Session 7 - Brand Management.
This template has been provided to guide your considerations for how your brand will listen, engage and communicate with its audiences
This template accompanies SMU101 Session 7 - Brand Management.
This template has been provided to guide your considerations for how your brand will listen, engage and communicate with its audiences
SMU101 Intro to Branding Session 7 Use this template to guide you through various considerations for developing your brands listening and engagement practices, policies and/or procedures. The aim of this template is to get you thinking about planning an engagement practice only in broad terms !t "ill enable you to assess ho" some of the most popular "ays brands communicate and listen to their audiences# blogging$ social media net"orks$ content net"orks can factor into your approach This course hasn%t speci&cally co'ered brand e(perience approaches like social media or blogging )e ha'e speci&c follo" on courses for each of these *o"e'er$ it is important at this stage to start thinking about ho" each may or may not ser'e as a brand e(perience platform +t this stage$ this template "ill help you identify a strategic approach and$ in broad terms$ identify "hat your brand needs to achie'e through each ,ou may "ish to re'ie" the Tim Leberecht 'ideo 3 ways to (usefully) lose control of your brand again as you "ork your "ay through this template: https:--"""tedcom-talks-tim.leberecht./."ays.to.usefully.lose.control.of.your.reput ation )e also recommend "atching the +ngela +hrendts% 'ide Authentic randing for a !lobal Audience again if you%re e(periencing di0culties: http:--"""youtubecom-"atch1'2kr345*ceo'6&feature2kp This resource was created by Social Media U and released as an open educational resource for SMUs free online Introduction to Branding course. 2014 Social Media U This work by Social Media U is licensed under a reati!e o""ons #ttribution$Share#like 4.0 %nternational &icense . This resource was created by Social Media U and released as an open educational resource for SMUs free online Introduction to Branding course. 2014 Social Media U This work by Social Media U is licensed under a reati!e o""ons #ttribution$Share#like 4.0 %nternational &icense . +udiences and content Strategy Considerations )hy ha'e a brand1 !dentify the brand story - conte(t 7e&ning the brand Brand support kno"ledge 8ommunicating the brand !dentifying brand content you "ill use to communicate - engage Listening - measuring success Identify the beneft to your brand Identify the beneft to your brand Identify the beneft to your audience Identify the beneft to your audience This resource was created by Social Media U and released as an open educational resource for SMUs free online Introduction to Branding course. 2014 Social Media U This work by Social Media U is licensed under a reati!e o""ons #ttribution$Share#like 4.0 %nternational &icense . Content sites (YouTube !i"eo etc# Content sites (YouTube !i"eo etc# B$og B$og Point 9 Point 5 etc Socia$ Media (%aceboo& T'itter (interest etc# Socia$ Media (%aceboo& T'itter (interest etc# Point 9 Point 5 etc Point 9 Point 5 etc Purpose1 4oal1 (Establish a presence, profle building, relationship building, sector leadership, communicate values, brand experiences etc) Point 9 Point 5 etc Point 9 Point 5 etc Point 9 Point 5 etc *o" "ill this connect to your main branding platform :ie "ebsite; !dentifying engagement outcomes This resource was created by Social Media U and released as an open educational resource for SMUs free online Introduction to Branding course. 2014 Social Media U This work by Social Media U is licensed under a reati!e o""ons #ttribution$Share#like 4.0 %nternational &icense . Content sites (YouTube !i"eo etc# Content sites (YouTube !i"eo etc# B$og B$og Point 9 Point 5 etc Socia$ Media (%aceboo& T'itter (interest etc# Socia$ Media (%aceboo& T'itter (interest etc# Point 9 Point 5 etc Point 9 Point 5 etc 7esired outcome:s; Point 9 Point 5 etc Point 9 Point 5 etc Point 9 Point 5 etc *o" "ill you measure success or identify issues1 !dentifying engagement outcomes This resource was created by Social Media U and released as an open educational resource for SMUs free online Introduction to Branding course. 2014 Social Media U This work by Social Media U is licensed under a reati!e o""ons #ttribution$Share#like 4.0 %nternational &icense . <easuring brand perception )o' 'i$$ you *uantify or recogni+e the =no"ledge of your brand >nderstanding of brand message:s; Brand a"areness +udience belief - satisfaction in your brand stories & messages +udience complaints +udience retention - loyalty Your e,idence 'i$$ be-