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Social Media, Branding and
Crowdsourcing Fusion




       Br                      Cs                 Sm
                  Sheenah Tan
            Mastering Online Ranking Conference
                           2012
About Sheenah

                                    Background
          • Raised in Los Baños, Laguna
          • Plays the drums and piano, band sessionist
          • Founder, The Indie Culture (www.theindiculture.com)
                                     Education
          • BS Economics, UP Los Baños, 2004
          • AB Communication, Lyceum of the Philippines Laguna, 2008
          • Masters in Communication, PUP Graduate School, present

                                  Specializations
          • Online reputation management, search engine optimization
          • Social media and online community management
          • Web design, photography, blogging, Wordpress, copywriting

About     Branding          Crowd-             Social
me                          sourcing           Media
    0.0         1.0                2.0                3.0
Contact Sheenah

                                         Web
          • www.sheenahtan.net
          • http://sheenahism.wordpress.com
          • www.theindieculture.com
                                 Social media
          • facebook.com/dvaechin
          • twitter.com/sheenahtanph
          • pinterest.com/sheenahtanph
          • formspring.me/sheenah
          • gplus.to/sheenahtanph

                                       More?
          Download resume: www.sheenahtan.net/resume


About     Branding         Crowd-              Social
me                         sourcing            Media
    0.0        1.0               2.0                3.0
Branding


1.0        2.0   3.0
establish
                            Branding
 Definition

 ↘ The name, symbol or design that identifies and sets your
 business apart from others (entrepreneur.com)
 ↘ How your target market sees your business
 ↘ Feedback on your product & promotions




              About     Branding    Crowd-      Social
              me                    sourcing    Media
                  0.0        1.0         2.0         3.0
establish
                 Branding
                        What’s the meaning of
                              this logo?




   About     Branding   Crowd-     Social
   me                   sourcing   Media
       0.0        1.1        2.0        3.0
establish
                 Branding

                        W       • Website




                            P         • Packaging


                                • Other
                        ETC       promotional
                                  materials


   About     Branding    Crowd-             Social
   me                    sourcing           Media
       0.0        1.2           2.0                 3.0
establish
                               Branding
 Components                      Mission




                    Features     BRANDING          Idea




                                 Qualities




        About             Branding           Crowd-       Social
        me                                   sourcing     Media
              0.0              1.3                2.0          3.0
establish
                               Branding
Successful branding:

 The point at which how you want your business to
   be known and how it is actually known meet

      Your perception of      Successful       Their perception of
        your company           branding          your company




           About           Branding        Crowd-         Social
           me                              sourcing       Media
                 0.0            1.4             2.0              3.0
Crowd-
      sourcing
1.0        2.0   3.0
engage
            Crowdsourcing
               Brief history

               ↘ Coined by Jeff Howe in June 2006
               ↘ First appeared in Wired magazine
               ↘ “The Rise of Crowdsourcing” article




  About     Branding     Crowd-      Social
  me                     sourcing    Media
      0.0        1.0           2.0        3.0
engage
                       Crowdsourcing
Definition

↘ The practice of assigning tasks or
activities to a large group of people
↘ The targeted group is indefinite
↘ The act of collecting
information/output from public
↘ Can either be collaborative or
competitive

             About     Branding         Crowd-     Social
             me                         sourcing   Media
                 0.0        1.0              2.1        3.0
engage
                        Crowdsourcing
Examples

↘Freelancer.com’s Expose Your Logo Contest

↘Starbucks’ My Starbucks Idea

↘ Nokia’s Design By Community




           About         Branding      Crowd-      Social
           me                          sourcing    Media
                0.0             1.0          2.2        3.0
engage
                      Crowdsourcing
Uses/purposes

↘ Lead generation
↘ Content generation
↘ Feedback
↘ Brand dissemination
↘ Psychographics




        About         Branding   Crowd-     Social
        me                       sourcing   Media
                0.0        1.0        2.3        3.0
engage
                      Crowdsourcing
Branding & crowdsourcing

↘Use branding to easily engage people to participate in activities.
↘Strengthen branding to obtain broader target participants and
quality inputs.
↘A company with successful branding is likely to succeed in
crowdsourcing.
↘A company may use crowdsourcing to further establish branding.


         About        Branding     Crowd-       Social
         me                        sourcing     Media
              0.0          1.0          2.4          3.0
Social
            media

1.0   2.0       3.0
establish
                   Social Media

    interaction                         sharing
    web-based                           information
 communication                          resources




       About      Branding   Crowd-       Social
       me                    sourcing     Media
           0.0         1.0        2.4          3.0
establish
                         Social Media
 Social media & branding

 Social media is the perfect venue to establish and leverage
 company branding.

 Success of branding can be measured through different metrics.




          About         Branding     Crowd-       Social
          me                         sourcing     Media
               0.0           1.0          2.4          3.1
execute
                               Social Media
Success metrics

      Number of ‘likes’/shares/true             Repins
      reach


      Followers/retweets/mentions               Views/likes



      Check-ins/tips/to dos
                                                Shares



          About               Branding   Crowd-          Social
          me                             sourcing        Media
                 0.0               1.0        2.4             3.2
execute
                        Social Media
Social media & crowdsourcing

Social media can be a perfect tool to make crowdsourcing
campaigns viral.

It can, at least, disseminate information to those outside the scope.




          About        Branding     Crowd-        Social
          me                        sourcing      Media
               0.0          1.0          2.4           3.3
execute
                         The Fusion
Social media, branding & crowdsourcing

Social media is the channel or venue to establish branding and
engage people to participate in collaborative discussions.

After establishing the branding and engaging people in
crowdsourcing, social media can execute all other efforts to gather
information that may be vital to the company and maintain its
status in the market.

         About         Branding     Crowd-       Social
         me                         sourcing     Media
              0.0           1.0          2.4          3.4
The Fusion

3 E’s
        Establish branding
          Engage crowdsourcing
         Execute social media


    About      Branding   Crowd-     Social
    me                    sourcing   Media
         0.0        1.0        2.4        3.5
Thank you!
        -Sheenah
http://www.sheenahtan.net

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Social Media, Branding and Crowdsourcing Fusion

  • 1. Social Media, Branding and Crowdsourcing Fusion Br Cs Sm Sheenah Tan Mastering Online Ranking Conference 2012
  • 2. About Sheenah Background • Raised in Los Baños, Laguna • Plays the drums and piano, band sessionist • Founder, The Indie Culture (www.theindiculture.com) Education • BS Economics, UP Los Baños, 2004 • AB Communication, Lyceum of the Philippines Laguna, 2008 • Masters in Communication, PUP Graduate School, present Specializations • Online reputation management, search engine optimization • Social media and online community management • Web design, photography, blogging, Wordpress, copywriting About Branding Crowd- Social me sourcing Media 0.0 1.0 2.0 3.0
  • 3. Contact Sheenah Web • www.sheenahtan.net • http://sheenahism.wordpress.com • www.theindieculture.com Social media • facebook.com/dvaechin • twitter.com/sheenahtanph • pinterest.com/sheenahtanph • formspring.me/sheenah • gplus.to/sheenahtanph More? Download resume: www.sheenahtan.net/resume About Branding Crowd- Social me sourcing Media 0.0 1.0 2.0 3.0
  • 4. Branding 1.0 2.0 3.0
  • 5. establish Branding Definition ↘ The name, symbol or design that identifies and sets your business apart from others (entrepreneur.com) ↘ How your target market sees your business ↘ Feedback on your product & promotions About Branding Crowd- Social me sourcing Media 0.0 1.0 2.0 3.0
  • 6. establish Branding What’s the meaning of this logo? About Branding Crowd- Social me sourcing Media 0.0 1.1 2.0 3.0
  • 7. establish Branding W • Website P • Packaging • Other ETC promotional materials About Branding Crowd- Social me sourcing Media 0.0 1.2 2.0 3.0
  • 8. establish Branding Components Mission Features BRANDING Idea Qualities About Branding Crowd- Social me sourcing Media 0.0 1.3 2.0 3.0
  • 9. establish Branding Successful branding: The point at which how you want your business to be known and how it is actually known meet Your perception of Successful Their perception of your company branding your company About Branding Crowd- Social me sourcing Media 0.0 1.4 2.0 3.0
  • 10. Crowd- sourcing 1.0 2.0 3.0
  • 11. engage Crowdsourcing Brief history ↘ Coined by Jeff Howe in June 2006 ↘ First appeared in Wired magazine ↘ “The Rise of Crowdsourcing” article About Branding Crowd- Social me sourcing Media 0.0 1.0 2.0 3.0
  • 12. engage Crowdsourcing Definition ↘ The practice of assigning tasks or activities to a large group of people ↘ The targeted group is indefinite ↘ The act of collecting information/output from public ↘ Can either be collaborative or competitive About Branding Crowd- Social me sourcing Media 0.0 1.0 2.1 3.0
  • 13. engage Crowdsourcing Examples ↘Freelancer.com’s Expose Your Logo Contest ↘Starbucks’ My Starbucks Idea ↘ Nokia’s Design By Community About Branding Crowd- Social me sourcing Media 0.0 1.0 2.2 3.0
  • 14. engage Crowdsourcing Uses/purposes ↘ Lead generation ↘ Content generation ↘ Feedback ↘ Brand dissemination ↘ Psychographics About Branding Crowd- Social me sourcing Media 0.0 1.0 2.3 3.0
  • 15. engage Crowdsourcing Branding & crowdsourcing ↘Use branding to easily engage people to participate in activities. ↘Strengthen branding to obtain broader target participants and quality inputs. ↘A company with successful branding is likely to succeed in crowdsourcing. ↘A company may use crowdsourcing to further establish branding. About Branding Crowd- Social me sourcing Media 0.0 1.0 2.4 3.0
  • 16. Social media 1.0 2.0 3.0
  • 17. establish Social Media interaction sharing web-based information communication resources About Branding Crowd- Social me sourcing Media 0.0 1.0 2.4 3.0
  • 18. establish Social Media Social media & branding Social media is the perfect venue to establish and leverage company branding. Success of branding can be measured through different metrics. About Branding Crowd- Social me sourcing Media 0.0 1.0 2.4 3.1
  • 19. execute Social Media Success metrics Number of ‘likes’/shares/true Repins reach Followers/retweets/mentions Views/likes Check-ins/tips/to dos Shares About Branding Crowd- Social me sourcing Media 0.0 1.0 2.4 3.2
  • 20. execute Social Media Social media & crowdsourcing Social media can be a perfect tool to make crowdsourcing campaigns viral. It can, at least, disseminate information to those outside the scope. About Branding Crowd- Social me sourcing Media 0.0 1.0 2.4 3.3
  • 21. execute The Fusion Social media, branding & crowdsourcing Social media is the channel or venue to establish branding and engage people to participate in collaborative discussions. After establishing the branding and engaging people in crowdsourcing, social media can execute all other efforts to gather information that may be vital to the company and maintain its status in the market. About Branding Crowd- Social me sourcing Media 0.0 1.0 2.4 3.4
  • 22. The Fusion 3 E’s Establish branding Engage crowdsourcing Execute social media About Branding Crowd- Social me sourcing Media 0.0 1.0 2.4 3.5
  • 23. Thank you! -Sheenah http://www.sheenahtan.net