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Template: Session 5

Brand Listening & Engagement Plan


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-