Transcript Social Networking and Brand Management

Social Networking
and
Brand Management
Sue Fidler
E-Consultant
[email protected]
www.suefidler.com
www.charityemail.co.uk
www.internet4charities.org.uk
www.charitybuzz.net
http://www.facebook.com/profile.php?id=676046883
http://www.myspace.com/suefidler
http://www.linkedin.com/connections?trk=tab_ab
Questions:
• Why is “e” so different?
• How has our use of the web changed?
• Can we control our brand?
• How do we manage the brand?
• How do we add value?
• What do we want to use these sites for?
Why is “e” so different?
All of these “technologies” are one to many
It is still one to many
- lots of “ones” to “lots of Manys”
Web 1.0 was…
• Still one to many
• just
• faster
• cheaper
• more widely available
• more accessible
• global
Web 2.0 is a
many to many revolution…
Web development in 10 years
UGC
INTERACTIVITY
E-COMMERCE
BROCHURE
TEXT ONLY
INTERACTION
1996
2008
How has our use of the web
changed?
1997
1999
2000
2002
2003
2005
2007
Brand Control?
Whether we know it or not –
We have already lost control of
our brand
Who links to you?
Charity
Links to main URL
www.rnib.org.uk
5000
www.nch.org.uk
881
www.stroke.org.uk
880
www.youthnet.org
468
www.arthritiscare.org.uk
424
www.helpthehospices.org.uk
380
www.caa.org.uk
128
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SightCity Webseite, Ausstellerliste für 2007
Please select your language:. zur passwortgeschützten
Ausstellerseite. Hinweise zur Benutzung: Im oberen Teil können
Sie durch Eingabe von Suchbegriffen ...
www.sightcity.net/admin/ausstellerliste.php?jahr=2007
graceful degredation / nascentguruism Posted by Steve midmorning on Friday the 11th of May, 2007. There’s an accepted
solution for channelled searching: offer a textbox input and a
submit ...
nascentguruism.com/journal/category/graceful-degredation/
Latest Accessibility News on Accessify | Browsealoud respond
... Skip to search box | Skip to page heading and content | Skip to
navigation. Does this page look plain and unstyled? Accessify
home page - latest news ...
www.accessify.com/archives/2006_05_01_default.php
Organizations For The Visually Impaired Asia. All-Russia
Association of the Blind · Blind People's Association of India ·
Hong Kong Society for the Blind · L.V. Prasad Eye Institute ...
www.mdsupport.org/resources/vis-imp.html
Brighton & Hove City Council - disability Delivering 24 hour
council services to residents, visitors and businesses in Brighton
& Hove. www.brighton-hove.gov.uk/index.cfm?request=c1114109
Search on facebook
Charity
Pages
Groups
Events
www.rnib.org.uk
1
28
9
www.nch.org.uk
139
59
28
184
11
www.stroke.org.uk
www.youthnet.org
3
9
3
www.arthritiscare.org.uk
1
39
2
www.helpthehospices.org.uk
52
2
www.caa.org.uk
15
Brand Management?
Who is talking about us
• Do we know
• What can we do about it
• Regular schedule or checking links and
social networking sites?
• Time/resources
What are our staff up to?
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•
•
•
Do we know
What can we do about it
Time/resource for checking
Staff guidelines for social sites
Are we providing what our
supporters want?
• What do they want
• Can we provide it
• Are we prepared to let them have their
say?
• Time/resources
How do we add value?
• Brand building
• Networking
• Community building
• Local community
• Volunteer management
• Fundraising
• E-commerce
• Campaigning
• New names?
• Advertising?
Most important question –
What do we want to use the web for?
Who is your online community?
What are they looking for?
What tools suit the audience and purpose?
How will you manage your online community?