The Social Media Brandsphere is a new collaboration between Brian Solis and JESS3. The Brandsphere explores how brand storytelling can cross different communication mediums.
Over on the JESS3 blog, they’ve posted 10 of the different early versions and concepts of the Brandsphere so you can see some of the behind-the-scenes design process at work.
Social networks and channels present brands with a broad array of media opportunities to engage customers and those who influence them. Each channel offers a unique formula for engagement where brands become stories and people become storytellers. Using a transmedia approach, the brand story can connect with customers differently across each medium, creating a deeper, more enriching experience. Transmedia storytelling doesn’t follow the traditional rules of publishing; it caters to customers where they connect and folds them into the narrative. In any given network, brands can invest in digital assets that span five media landscapes:
1. Paid: Digital advertising, banners, adwords, overlays
2. Owned: Created assets, custom content
3. Earned: Brand-related conversations and user-generated content
4: Promoted: in-stream or social paid promotions vehicles (e.g. Twitter’s Promoted products and Facebook’s Sponsored Stories)
5. Shared: Open platforms or communities where customers co-create and collaborate with brands. (e.g. Dell’s IdeaStorm and Starbuck’s MyStarbucksIdea.)
Any combination of the five media strategies defines a new Brandsphere where or
ganizations can capture attention, steer online experiences, spark conversations and word of mouth can help customers address challenges or create new opportunities. Each media channel connects differently with people and thus requires a dedicated approach integrating tangible and intangible value. Doing so ensures a critical path for social media content: relevance, reach and resonance.
Available as a poster on the Conversation Prism site