Branding in the age of social media - prepared under the guidance of Prof. Sameer Mathur in Brand Management course, IIM Lucknow

1. Branding in the Age of
Group 5
Sec B
Arpit (PGP31192) | Ravi Khatri (PGP31223) | Ravi Prakash Gupta (PGP31224) | Ritika (PGP31226)

2. “Advertising is DEAD!”
• “The traditional marketing model is broken”
- Jin Stengal, P&G
• According to World Advertising Research Center 69% of
Americans would pay for money for products to avoid,
stop or block advertising and marketing messages.
• “Twenty years ago, three commercials would reach
80% of the total audience, but today it would take 150
commercials to reach the same audience.”

3. The New Media Environment
• Dissatisfied & Disillusioned audiences
• Worldwide cost of TV add up. Viewership down
• “Old” rules of marketing..? No.. new rules
• Profound changes (internet, mags, IM, radios, iPods, Mobile phones.

4. Why the Web is Transformational
“Humans- and human behavior- are predominately social”
1. The web reflects the way we want to interact with each other
2. Its about conversations, story-telling, exploration, curiosity
3. Its dramatic and long-term shift
4. Marketing must adapt
Would you rather
read an ad?
Or a story?

5. Rise of the Crowd Culture
Enhanced Connectivity & Collaboration
Direct & Substantial Impact

6. Turbocharged
Art Worlds
Amplified
Subcultures
1
2
CROWD CULTURE: 2 FLAVORS
Intensive, seamless interaction across geographies
Innovative, popular entertainment just a click away
Numerous nimble cultural entrepreneurs

8. Beyond Brand Content
THE CHALLENGE:
Guarded Consumers
THE SOLUTION
Authentic & Relevant Messages
that organically garner likes and
shares
Successful Brand Content : The Mantra
On social media, what works for Shakira backfires for Crest and Clorox.
1. Keep it fresh – create enough, regular content to keep the reader coming back
2. Love your reader – find out what they want and give it to them
3. Ask the audience – engage the reader in conversation
4. Measure and improve – find out what works, cull what doesn’t

10. Influencers Are
Specialists
Influencers Are
Engaged in a
Community
Influencers Wear
Many Hats
Influence Marketing vs Celebrity Endorsement
Successful Celebrity Endorsement on Social Media
The Birth of Influence Marketing

11. 1.8 million
15 million
164,000
Marshawn Lynch of the
NFL’s Seattle Seahawks and
Skittles
#mycalvins
1.6million
Red Bull, partnered
with Baumgartner on
his record-breaking
skydive.
52 million
#BestDayEver campaign.
1.5 million
Shaun McBride (Shonduras)
Took over Taco’s snap chat
$800 million and $1 billion
to Samsung

12. #CordFail
campaign
3.3 million
3.2 million
PewDiePie
42 million
Partnered with Polaris
Eye Bank Association of India

13. Heider’s Balance Theory
Consumer
Product/Service
Celebrity
Endorser

14. Five Principles
1. Map the cultural orthodoxy
2. Locate the cultural opportunity
3. Target the crowdculture
4. Diffuse the new ideology
5. Innovate continually, using cultural flashpoints
Cultural Branding
Social
Disruption

15. Example - Chipotle
1. Orthodoxy
Scientific discoveries
+ big industries + FDA
= Tasty, healthy food
Disruption
Fast Food Nation
Super Size ME
The omnivore’s
dilemma
2. Opportunity
Industrial food anxiety
became a national
social trauma
3. Target the crowdculture
Organic farmers, sustainable ranchers,
environmental activists, farm to table
restaurants
4. Diffuse the ideology
Grand Prix winning fun films – Back to
the start and The scarecrow, taking on
traditional food production system
5. Innovate continually
Cultural Flashpoints – contentious
issues related to the ideology
Sugary drinks, Industrial vegetable oils

16. Building icons with cultural branding
Orthodoxy social class=modern corporate titan
Cultural
opportunity
Crowdculture
Disruption Cold war, Nuclear threat
Diffusing the
ideology
Cultural
flashpoints
Public drawn to the new image of
masculinity, soldiers who won the
war for them, popularized by War
films
Projecting once stigmatized
location-Tennessee, as the authentic
pocket of the frontier
Frontier masculinity amplified
by pop culture
Revival of rugged masculinity

17. HOW WHISPER TARGETTED
THE CROWD CULTURE
Crowd Culture Flashpoint:
Change, break free of useless taboos
Mapping and locating cultural orthodoxy to break through the clutter, to put forward new ideologies

18. ARIEL: SHARE THE LOADIdentifyingCulturalOrthodoxy and Locating Opportunities

19. Crowd Culture Flashpoint:
Gender
Equality
Designed as a call to action, aimed at men in particular
Succeeded in building on an existing conversation in society raising
its relationship and connect with its consumers
Following the TVC, Twitter, Blogs, Facebook, Youtube took the
nation by storm

20. STAR SPORTS:
CAPTURING THE ‘MAUKA’

21. Crowd Culture Flashpoint:
Indo-Pak Rivalry
Innovative, Out-of-the-Box, Emotional Appeal
1
millionVIEWSwithin 12
hours
Created a crowd culture of its own
Term became an indispensable part of Cricket talks

22. Make Content
Scalable and
Repurpose It
Focus on
Micro-
communities
and Their
Interests
Utilize
Multiple Posts
and
Evergreen
Content
Encourage
conversations
and ideas with
your social
media
campaign
Take chances
and go for
the
unexpected
Make it fun,
make it
quirky, and
turn it into a
story
Be creative,
sometimes
unplanned
events garner
the most buzz