4. “Name, term, design, symbol, or any other
feature that identifies one seller's good or
service as distinct from those of other
sellers. A brand may identify one item, a
family of items, or all items of that seller. If
used for the firm as a whole, the preferred
term is trade name.” American Marketing Association
35. BAD EXAMPLE
+ EVOLUTION 2000 U IN BIKE SECURITY”
“TOUGHEST LOCK
LOCK,
+ MAN PICKS THE LCOK WITH A BALLPOINT
PEN
+ SPREAD VIA BLOGS AND LOCAL
+ NEWSPAPERS
KRYPTONITE FAILED TO RESPOND
49. GOOD EXAMPLE
LESSON:
+ A CULTURE OF TRANSPARENCY AND
HONESTY THAT MUST BE EMBRACED
+ LEADING BY EXAMPLE TOTHE BEST
WAY TO INTRODUCE IT
IS
A
COMPANY
56. CANON EOS
PHOTOCHAINS
+INTEGRATIVE APPROACH (ONLINE AND
OFFLINE)
+UNIQUE SOCIAL MEDIA PLATFORM
+DYNAMIC PROCESS
+TARGETED ALL LEVELS OF PHOTOGRAPHERS
+NEW CREATIVE EXPERIENCE
57. CREATING A UNIQUE
BRAND IDENTITY
+
+
THE FUN THEORY, AN INITIATIVE OF VOLKSWAGEN
59. VW: THE FUN THEORY
“…DEDICATED TO THE THOUGHT THAT
SOMETHING AS SIMPLE AS FUN IS THE
EASIEST WAY TO CHANGE PEOPLE’S
BEHAVIOUR FOR THE BETTER.”
“…PEOPLE WILL DRIVE MORE
ENVIRONMENTALLY FRIENDLY CARS IF
IT’S FUN TO DO.”
60. VW: THE FUN THEORY
+ SUBTLE BRAND PLACEMENT
+ POSITIVE BRAND ASSOCIATION
+ TO GENERATE INTEREST FOR VOLKWAGEN’S BLU
MOTION TECHNOLOGIES
+ 700 USER-GENERATED FUN THEORY INITIATIVES
+ >20 MILLION YOUTUBE VIEWS
61. Discussion Question
+ What are some reasons
why you may choose a
company with a strong
social media presence
over another similar
company that isn’t as
strong online?
79. +YOUR NETWORK
+
ROBUST NETWORK, ESPECIALLY PEOPLE IN
THE INDUSTRY WHO OBSERVE THE SAME
KEYWORDS.
80. BLOG COMMENTS SOCIAL COMMENTS
BACKTYPE YAKTRACK
COCOMMENT CHATTER TAB
DISCUSSION BOARDSSOCIAL SEARCH
BOARDTRACKER.CO SOCIAL
M MENTION
BOARDREADER SERPH /
BIG BOARDS KEOTAG
82. CONCLUSION
+ MORE THAN JUST FACEBOOK AND TWITTER
+ BUILDING BRAND EQUITY
+ RELATIONSHIP BUILDING WITH THE COMMUNIT
+ TRANSPARENCY
83. SOCIAL MEDIA
BRANDING
JEOPARDY
THEORY POPCULTUR TOOLS FUN FACTS
E
10 10 10 10
20 20 20 20
30 30 30 30
40 40 40 40
50 50 50 50
84. SOCIAL MEDIA
BRANDING
IS MARKETING SAME AS BRANDING?
NO, BRANDING IS PART OF MARKETING
85. SOCIAL MEDIA
BRANDING
STATE THE 3 COMPONENTS OF SM
BRANDING.
CONTENT CREATION,
CONTENT CURATION
AND SOCIAL CRM
86. SOCIAL MEDIA
BRANDING
NAME THREE WAYS TO INCREASE BRAND
EQUITY.
3 OF:
AVAILABILITY, PREFERENCE, LOYALTY,
AWARENESS, AWARENESS, FAMILIAR
ITY, IMAGE &
87. SOCIAL MEDIA DAILY DOUBLE!!!!!
BRANDING
WHAT IS A BRAND PERSONALITY?
BRAND PERSONALITY IS THE WAY A
BRAND SPEAKS AND BEHAVES. IT
MEANS ASSIGNING HUMAN
PERSONALITY TRAITS TO A BRAND
SO AS TO ACHIEVE
DIFFERENTIATION.
88. SOCIAL MEDIA
BRANDING
WHAT ARE SOME CHALLENGES TO BUILDING
YOUR PERSONAL BRAND
COMMUNICATIONS, CONSISTANCY,
OR CHARACTER
89. SOCIAL MEDIA
BRANDING
WHAT IS THE MOST WATCHED YOUTUBE
VIDEO OF ALL TIME?
AS OF OCTOBER 2011, JUSTIN BIEBER -
BABY FT. LUDACRIS; 631,357,015
VIEWS
90. SOCIAL MEDIA
BRANDING
THIS POPULAR TV SHOW SUBTLY SNEAKS IN
SOCIAL MEDIA PROMOTIONS
TWO AND A HALF MEN
91. SOCIAL MEDIA
BRANDING
HOW CAN A CAMPAIGN LIKE THE KOKANEE
RANGER LIVE OR DIE CAMPAIGN HELP A
BRAND
[MULTIPLE ANSWERS]... CUSTOMER
LOYALTY, DRIVE WEBSITE TRAFFIC,
ENGAGED CUSTOMERS, WOM
92. SOCIAL MEDIA
BRANDING
The Fun Theory campaign by Volkwagen was
one example where a company improved its
brand indirectly, by not directly promoting
its products. Can you think of another
company that has done this through social
media?
OPEN ANSWER
93. SOCIAL MEDIA
BRANDING
HOW CAN A CELEBRITY ENDORSEMENT
CHANGE THE WAY YOU VIEW A PRODUCT OR
SERVICE?
OPEN ANSWER
94. SOCIAL MEDIA
BRANDING
WHY WOULD A COMPANY USE HOOTSUITE?
CAN MONITOR KEYWORDS, MANAGE
MULTIPLE
TWITTER, FACEBOOK, LINKEDIN, FOU
RSQUARE, PING.FM AND WORDPRESS
PROFILES, SCHEDULE MESSAGES, AND
MORE
95. SOCIAL MEDIA
BRANDING
STATE ANY 3 OF THE TOOLS THAT MONITORS
YOUR BRAND’S REPUTATION.
3 OF: YAHOO PIPES, BLOG
POSTS, BLOG COMMENTS, SOCIAL
COMMENTS, DISCUSSION
BOARDS, TWITTER, FRIENDFEED, SOCI
AL SEARCH, INTERACTIVE
SEARCH, YOUR NETWORK
96. SOCIAL MEDIA DAILY DOUBLE!!!!!
BRANDING
WHAT IS THE WORLD’S MOST USED TWITTER
CLIENT/PLATFORM?
WEB BROWSER
97. SOCIAL MEDIA
BRANDING
AMONG THE TOOLS, WHERE ARE SERPH AND
KEOTAG CATEGORIZED IN?
SOCIAL SEARCH
98. SOCIAL MEDIA
BRANDING
FILTRBOX IS A COMPLEX AND INTELLIGENT
TOOL. ITS TECHNOLOGY SCORES CONTENT
BASED ON 3 DIMENSIONS, WHAT ARE
THESE?
CONTEXTUAL
RELEVANCE, POPULARITY AND
FEEDBACK
99. SOCIAL MEDIA
BRANDING
THIS SOCIAL MEDIA PLATFORM HAS OVER
500 MILLIION USERS
FACEBOOK
100. SOCIAL MEDIA
BRANDING
WHAT IS THE MOST FOLLOWED BRAND ON
TWITTER?
GOOGLE
101. SOCIAL MEDIA
BRANDING
WHAT SHOULD KRYPTONITE HAVE DONE TO
CORRECT THEIR EVOLUTION LOCK?
RESPOND TO CONSUMER
COMPLAINTS ASAP
102. SOCIAL MEDIA
BRANDING
WHICH COUNTRY IS THE MOST PROLIFIC ON
SOCIAL MEDIA?
AUSTRALIA
103. SOCIAL MEDIA
BRANDING
WHAT KIND OF RETURNS DID BLENDTEC
RECEIVE FROM IMPLEMENTING THEIR
FAMOUS “WILL IT BLEND?” YOUTUBE
VIDEOS?
5 FOLD IN SALES
Hi everyone, I am Diana, this is Irvin, Sarah and Alex and we will be discussing about Social Media Branding. Please feel free to use the hashtag #Smbranding along with the #bus495.
This is our agenda for our one hour presentation today on social media branding. We will start off with an introduction what SM branding is all about, then move into the different components of sm branding, then the importance of it in a real context. Then we will go through a few good and bad case studies to learn from real examples. Then we will look into how sm branding has changed in the past few years and where it is heading. Then, we will conclude with a fun activity.
So what is SM Branding?
AMA defines it as “…”, which is valid, but with social media branding, we are bring this all toward online social networks and having their brand personality shine through. On youtube channels.
Offline to onlineSame feelings of the brand personality. Persona online. W.o being out.
Doesn’t always start by company. Dusty Sorg, 29, a Los Angeles actor and creator of the page, said he never thought his page would become so popular or create a dilemma for Coca-Cola.All he wanted to do was build a Facebook presence worthy of his favorite beverage. He was disappointed by the quality of other fan sites.Now I’ll pass it to sarah to talk more about the components that is needed in SM branding.
Thanks Diane, Now I will talk about some components of social media branding
The real feat comes from knowing and understanding what to do with those Facebook pages, Twitter accounts, blogs ,etc.
Branding is constructing the relationship, and here we build relationship by using social media.Just like architecture, we need planning, designing, constructing and construction administrating.
We will divide it into 3 main parts that lead to successful branding through social media.CONTENT CREATION, CONTENT CURATION, AND SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT.
What do you have to offer? you should create original and relevant content that highlights your brand’s voice and expertise.You should think about what your audiences or customers will find valuable, don’t just create content that pushes your marketing message, or just to increase the sales. From a tactical perspective, try and create content that is interactive and exciting like videos, infographics, webinars or podcasts.
Stay relevant and keep your social media feeds active by employing a content curation strategy.Discover 3rd party information that your audience finds valuable and that is also related to your business, then post about it through your online social properties.Your audience will view your social sites as a place to go for constant and interesting information while your brand gets the exposure.This is also a good way to develop relationships with other experts that have a large audience and are creating relevant content in your space.
Create a long lasting relationships through social media with customers or individuals in your target audience by using CRM approach.Track your engagements and be proactive about following up with people to build rapport. Over time this will help you move potential customers through the sales funnel and will produce amazing advocates for your brand. Social media is all about relationships don’t let it become a one way broadcast channel.
First I would like to introduce an important marketing concept called brand equity…So when you see a bottle of President’s Choice ketchup and Heinz ketchup, they are the same type of product, but what makes a consumer pay a higher price is the brand equity or essentially the value of the band.
So here are 7 ways to make a brand more valuable for an individual or a company…
And as you can see from this diagram, in order to be successful, a brand must be closely linked with both companies and consumers. So, a brand and a company without consumers is not very useful but when you balance all three, you’ll get astounding results.
So why is branding important? I will touch upon 4 major reasons.
First, Branding makes purchasing decisions easier. In a market where features and benefits are difficult to distinguish from one to the next, a strong brand will help consumers create a set of expectations about the company’s products without even knowing the specific product features. Successful branding also gives consumers a sense of involvement.
2. Branding creates trust and an emotional attachment to a product or company. This attachment then causes consumers to make decisions based not only on logical or intellectual reasons but also based on emotions. Also, brands create business credibility and brand association. For example, when a consumer can link Tiger Woods to the Nike brand, this can be extremely beneficial.
3.A strong brand can make product features virtually insignificant. A solid branding strategy communicates a strong, consistent message about the value of a company. A strong brand helps sell value and the intangibles that surround its products. And, branding can help deliver the message much more clearly.
4. Lastly, a strong brand signals that a company wants to build customer loyalty in the long-run, not just sell products in the short-run. A strong branding campaign will also signal that a company is serious about marketing and that it intends to be around for a while. A brand improves a company’s identity upon potential customers, not necessarily to capture an immediate sale but rather to build a lasting impression of the company and its products.
In addition, branding is a fundamental aspect of a social media strategy. A brand succeeds when it bridges a gap inside the consumers mindset of where they are now and where they want to be....social media can help build that bridgeCompanies or Individuals need advocates to spread the word – there is nothing better than social media for recommendations and sharing, for exampleBranding helps to communicate diverse messages and appeal to all emotionsBrandsneed to listen, in order to grow and maintain a loyal followingBrands need to be consistent to make sense in the minds of consumers and to stay competitive.
Thanks Alex, The next part of our presentation covers what some companies did wrong and did right with SM, as well as the lessons learned form each methodWe start off with Kenneth Cole and their incorrect uses of hashtags
In attempts to promote their new spring line of clothing, used the hashtag#cairo to reach out to the people using this hashtag
There were many misunderstandings and this tweetled to many assumptions that Kenneth Cole helped started the riot in Cairo. The lesson learned:Hash tag hijacking is always a bad idea, especially if it has nothing to do with your product. Be careful what you comment on.
I’m guessing everyone’s heard of, or atleast know of the oil spill in the gulf of Mexico. Well, BP as a company, responded very poorly to the situation, especially in the SM field.As such, a fake Twitter account, BPGlobalPR, was created by protestors in response to many of BP’s actionsHere are some examples of the Tweets from this twitter account.
Those who use twitter often may find the fail whale when twitter is over capacity. Well, images like this that shows the fail whale, covered in BP’s oil, started to spread to combine messages to BP’s poor response to the oil spill and the fake twitter account
Lesson Learned:Companies should respond in a timely manner, the longer one takes, the more damage it will cause. Companies should consider risk management and invest in protecting the brand name
Evolution 2000 U lock, deemed as “toughest lock in bike security” A man discovers that he can pick the lock with a ballpoint penThe story is spread via weblogs and local newspapersEven the new york times ran a featured storyKryptonite failed to respond to the situation
Lesson Learned:Listen to your customers, it could really help your product development teamThosewere some bad examples of the use SM, next are some good examples
Blendtec created a marketing strategy with the use of Youtube to show their audience the power of their blenders. CEO of Blendtec, Tom Dickson, attempts to blend new and popular objects such as the iphone 4S, in blenders to show the power of their blenders.Results? Five-fold increase in sales!!We believe that their success began when they took the “hype” from the release of the iphone 3g, bought one, and blended it. Here’s that video:
Lesson learned:Social media marketing doesn’t always need to cost a lot of moneyCreating funny, origincal videos and leveraging an already large user base can be used to increase salesAnother great example is starbucksidea.com
At starbucksidea.com, customers can suggest new product ideas, share their experience, and share feedback on other people’s ideas.Starbucks provides the environment for users to discuss with other users on ideas.
This is a screenshot of the website and their idea behind getting users involved in idea sharing.I imagine this as an online feedback box with users sharing feedback on each other’s ideas!
What’s great about the website is that there is a section to show the progress of certain ideasThere are ideas under review, in the works, and launched! It shows users that their contributions aided in new products and changes!
Lesson learned:Thinking of ways to build you company are great, but directly asking your consumers what they want, is betterActing on that information and doing it publicly is key to success of this campaignFinally, Sun Microsystem shows us the power of blogging!
Sun Microsystem’s CEO, Jonathan Schwarts blogs about his company and the results certain testing on their productsLike other weblogs, there are sections for comments. All types of comments are approved, whether they are positive, negative, and inane!
In the next few slides, we see that Jonathan Schwartz blogs about the Framework of their company and show the results of testing the functionality of java type conversions.
Lesson learned:Social media is a culture of transparency and honesty that must be embracedCompanies may be reluctant in sharing their company information, Leading by example is one of the best ways to introduce it to a companyFew things are better than a CEO that blogs or uses twitterNow, moving on, Diana will be taking over to discuss about the evolution of SM Branding.
As we said ….More than just having FB, Twitter, Website
2-way communicationtransparency (to a certain degree, ie. technology industry: cant be too transparentgooglable
Bringing offline community to share with the masses.
2-way communicationtransparency (to a certain degree, ie. technology industry: cant be too transparent
Often times, the best social media campaigns occur when there is brand engagement with a community. …I will show you this 3-minute case study and then after I’ll tell why it was so successful.
Canon took an integrative approach: in addition to online advertising, campaign was comprised of TV, cinema, outdoor and print advertising. Use of paid media to lead people to an engaging online experience tapped into the power of Social Media- Integrated social networking, technology, advertising, and connecting people with peopleWebsite offered tutorials, a blog, and a unique social media platform Dynamic process because they needed to drive traffic to the website for a growing audience: offline online offlineBecause Canon EOS targets a variety of skill levels within the photography community, they had to create a promotion that would be appealing to a wide range of consumers and not overly technicalFinally, it was a unique, creative experience that was unlike anything else on the web. It was the power of the collective online community that kept it growing and ultimately continues to sustain its popularity
Sometimes branding doesn’t have to be directly related to a product or service. Instead, it can be indirect and just focused on creating an association between a company and its customers…
The advertising agency that helped VW had a simple philosophy:1)That the Fun Theory is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or for something entirely different the only thing is that it’s change for the better.”2) And this helped VW achieve its goal that “people will drive environmentally friendly cars if it’s fun to do.
Created by ad agency DDB in Stockholm, SwedenThe Fun Theory was a series of experiments, captured on video, to find out if making the world more fun can improve people’s behaviour. Business Goal: to promote Blue Motion Technologies which include: eco-friendly vehicles (Golf MultiFuel, Passat Blue Motion), technologies like DSG (first gearbox that focuses on lower fuel consumption), TSI (technoology for petrol-powered engines)Instead of talking about the cars, the ad agency focused on the thinking behind the cars, on the concept of fun and its power to change human behaviour for the betterOne video, the piano staircase, had over 16 million views alone The campaign went beyond a brand experience and became a movement in which users all around the world participated in and shared with othersTherefore, a branding campaign can go viral even if it is not about a product or service.
Engagement, customer support, community with like-minded consumers
WHO/WHERE THEY ARE? WHAT IS THEIR PERSONLITY?HOW/WHERE THEY CONSUME? HOW/WHERE THEY ENGAGE?
USE YOUR CHANNELS TO ENGAGE AND DRIVE TRAFFIC
You always want to know how your brand is doing so far.Brand monitoring has become an essential task for any individual or corporation.It is not “talking behind the backs” anymore, we can find out how people think of the brand now; most of the dialogues are right in front of your own eyes and the # of locations where the brands may be cited is astronomical!
The first thing you need to do is acquire a feed reader. You can useGoogle reader because it’s easy to sort feeds, bookmark/favorite them and share (give value) them with your network.
You would also register for a Delicious account, which can help you sort and organize blogs that mention your brand. Think of Delicious as your own research and development plant. Once you’ve set up these two accounts, the following tools will help you locate articles that mention your brand, feed them right into your central hub (Google reader) and allow you to manage them (Delicious).
First we can have a look at Technorati, and it’s the largest blog search engine in the world.They say that if you don’t claim your blog in Technorati, then you don’t own it! When you register with it, Technorati tracks “blog reactions,” or blogs that link to yours. Search for your brand on Technorati, and subscribe to RSS alerts so that when someone blogs about you, you find out.
While all the other tools listed are quite rudimentary, this one is rather complex and intelligent. Instead of being hit with hundreds or even a thousand results for your brand name,Filtrbox only delivers the most relevant, credible mentions of things you need to track. Its “FiltrRank” technology scores content based on three dimensions: contextual relevance, popularity and feedback. You can look back to previous searches 15 days out for free as well.
A lot of people overlook a strong network when it comes to monitoring their brands. If you have a robust network, especially people in your industry who observe the same keywords as you, then you will receive important updates without even asking for them. For example, one can get updates for just about everything now, including Facebook messages stating that he misspelled a word in his blog post and email messages pointing to an article he was referenced in.
Here are some other tools that you can use: blog comments, social comments, discussion boards and social search.And those grey words are the examples of each category. Social Mention is a social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos, and microblogging services. It allows you to track mentions of your brand across all of these areas. Other social search engines include Serph and Keotag.
This is an open question, so anybody have a comment on this?We think social media branding is here to stay and more companies will invest in the SM branding, but trying to have their brand stand out from all the clutter of the internet will prove to be difficult
The take home message for SM Branding: SM BRANDING IS MORE THAN JUST CREATING A FACEBOOK PAGE AND/OR TWITTER ACCOUNT NEED TO BUILD CHANNELS OF DISTRIBUTIONSM BUILDS ON BRAND EQUITY: THE VALUE A COMPANY OR INDIVIDUAL REALIZES WITH A RECOGNIZABLE NAME AS COMPARED TO A GENERIC PRODUCTKETCHUP – HEINZBANDAGE – BAND-AIDTISSUE - KLEENEXSM BRANDING IS RELATIONSHIP BUILDING WITH THE COMMUNITYRESPONDING TO FEEDBACK/COMPLAINTSLISTENING TO THE ENVIRONMENT FOSTERING/CULTIVATING DISCUSSIONENGAGING THE RIGHT AUDIENCETRANSPARENCY!
NEW DISCUSSION DAILY!LOG IN WITH FB/TWIT/GMAIL TO COMMENT SO WE CAN ID.PPT slides +Videos
