Branding Strategy Insider | Brands Must Get Social Media Right VIRAL VIDEO. SELECTIVE TWEETS. CONSUMER REVIEWS. HOW A FEW CORPORATE MARKETERS ARE GETTING A LEG UP ONLINE.

1. Don't talk about your product,
Talk about people's needs
And expand your Brand DNA

2. 1° Red bull (21,220,373)
- Probably the best
brand in the world for
content social media
- The page is constantly
updated with new
games and fresh
content
- Has is own television
channel where it share
the all latest red bull
content.
- Strong symbolism of
extreme sport,
renforces since the
jump of FELIX
BAUMGARTNERS.

3. 1° Red bull (21,220,373)
Multi-platforms – one universe – one way of life
INSTAGRAM
FACEBOOK
TWITTER
TUMBLR
PINTEREST
YOUTUBE CHANNEL
FIRST LIVE CHANNEL
OFFICIAL WEBSITE AND A WEBSITE STORY – Storytelling

4. 1° Red bull (21,220,373)
TUMBLR
PLURAL WEBSITE PLATFORMS
RED BULL YOUTUBE CHANNEL

5. 1° Red bull (21,220,373)
FIRST :
BRAND CHANNEL
LIVE VUE

6. 1° Red bull (21,220,373)
FACEBOOK
A CONTENT PLATEFORM WHICH SUPPORT THE WAY OF LIFE OF RED BULL
Which can be : « BORN TO FLY » « Sky is a old limit » « Human are amazing »
A PLATFORM WHICH , AS TWITTER, RELAYS THE OTHERS (PINT / INST /
YOUTUBE ...)
A PLATFORM FULL OF FRESH CONTENT
They are not afraid to promote other content from other Brands if their are
not directly on the same market, and if, that content belongs to their values.
DC
SHOES

7. 1° Red bull (21,220,373)
« BORN TO FLY » « Sky is a old limit » « Human are amazing »
ALL THE COMMUNICATION OF RED BULL IS DEDICATED TO THE
EXPRESSION OF THESE IDEAS
STRENGHTS
COHERENCE
IMPRESS
FOCUS OF A WAY OF LIFE
AMBASSADORS
WEAKNESSES
PROXIMITY
UGC

8. 2. Coca-Cola (31,762,653)
Embrace the chaos, user generated content :
The page was started by the fans themselves, coca cola allowed them to take control of
that page, this is still the case today.
They develop a lot of apps and games, but they are especially focus on pushing
great,engaging content out to their fans, and let's participate them, into the brand
building image.

9. 2. Coca-Cola (31,762,653)
Their facebook is particularly well developped, there are a lot of different
zones : a fan zone,a coke studio zone, a « open happiness » zone, a apps
and games zones ...

10. 2. Coca-Cola (31,762,653)
The facebook wall is always dedicated to the last and biggest
concept of coca cola (previous and alternative concepts are
classified in other zones)
Here, the concept is that users vote and choose who they want to
win the coke race

11. 2. Coca-Cola (31,762,653)
YOUR COKE STORIES (ugc) WHERE HAPPINESS WILL
STRIKE NEXT TIME ?
(ugc/localisation)
APP. AND GAMES
(alternative/previous
stories)
They're focused on the development of user content around their concept :
open happiness

12. 2. Coca-Cola (31,762,653)
THE RACE WEBSITE

13. 2. Coca-Cola (31,762,653)
INSTAGRAM
FLICKR
TUMBLR
YOUTUBE
CHANNEL
PINTEREST
GOOGLE+
TWITTERTHE ARE PRESENT ON EVERY PLATFORMS

14. 2. Coca-Cola (31,762,653)
CENTRAL WEBSITE

15. 2. Coca-Cola (31,762,653)
ALL THE COMMUNICATION OF COCA COLA IS DEDICATED
TO INTERACTIVITY, USER PARTICIPATION
STRENGHTS
PROXIMITY
UGC
AMBASSADORS
IMPRESSIVE
WEAKNESSES
WAY OF LIFE
PLURALITY OF CONCEPTS

16. 3. NIKE (12,100,660)
Behind the copy -just do it- there is a kind of rule promoted by NIKE :
'Live is either daring adventure or nothing'
The biggest force with NIKE, is that they have succesfully developed a quote which defines
themselves behind every concept that they create.
They capture the essence of their passion : self-overtaking (sport)
With the fuel band and the concept 'make it count' their disctinct themselves by creating a huge
COMMUNITY online, and they use The UGC through mixed platforms.

17. 3. NIKE (12,100,660)
A real offline/online connection
'Make it personnal but tell the world'
Multi-platforms

18. 3. NIKE (12,100,660)
A race
Personal objectives

19. 3. NIKE (12,100,660)
Plural Facebook
accounts
Enlightment of race's
winners
Nothing more than
cultivate the self-
made pride

20. 3. NIKE (12,100,660)
Facebook
A declinaison of their concept
through games and apps.

21. 3. NIKE (12,100,660)
Facebook
Online coachs
Online objectifs.

22. 3. NIKE (12,100,660)
Twitter
A relay of what people have
accomplished on the platform
- make it count -

23. 3. NIKE (12,100,660)
Community
development :
Youtube/Tumblr/
Instagram
Sales
promotions :
Pinterest

24. 3. NIKE (12,100,660)
Nike 'Make it Count' one of the best branded story ever told ;
one of the best conversational marketing with a community

25. 3. NIKE (12,100,660)
ALL THE COMMUNICATION OF NIKE IS DEDICATED
TO EXPRESS THEIR BELIEF TROUGHT USER PERSONAL
ACHIEVEMENTS
STRENGHTS
WAY OF LIFE
PROXIMITY
UGC
AMBASSADORS
IMPRESSIVE
360 ° / ONLINE-OFFLINE CONNECTION
WEAKNESSES
TOO SPECIFIC / TOO ORIENTED AMBASSADORS

26. 4. Starbucks (23,574,606 fans)
- Illustration of 'don't talk about your product but talk about people's need,
and expand your Brand DNA
- Is not a coffee, it's a moment, a passion
- Facebook offer a range of cool features including a gift card for friends to have free coffee.

27. Pinterest/Instagram/Foursquare account
Brand localisation and illustration
UGC - Tumblr
4. Starbucks (23,574,606 fans)

28. 3 different twitter accounts : idea/job/coffee – that leads to a specific page everytime ;
Clever, that gives a clear idea of what consumers are looking for, and that also optimisate
their social media monitoring.
STORYTELLING4. Starbucks (23,574,606 fans)

29. Facebook :
GIFT CARD : their big strategic idea 'give to someone else a piece of quietude'
ALTERNATIVE CONTENT : Starbucks' story - storytelling
4. Starbucks (23,574,606 fans)

30. Facebook :
GIFT CARD :
Online application
Peer-recommendation
3. Starbucks (23,574,606 fans)

31. 3. Starbucks (23,574,606 fans)
ALL THE COMMUNICATION OF STARBUCKS IS DEDICATED
TO PROMOTE A FEELING OF EXCLUSIVITY AND A SENSE OF
COMMUNITY
STRENGHTS
PROXIMITY
UGC
AMBASSADORS
COMMUNITY
PEER RECOMMENDATIONS
WEAKNESSES
SOUNDS FAKE SOMETIMES

32. 5° Skittles (18,386,827)
One of the brand who uses all the big social network effectively. Its page is constantly
updated with new apps, games, videos and content.

33. 5° Skittles (18,386,827)
That's the tone which is original with Skittles, they found a core concept, and build
around this an identity, which can be declined easily .
Follow the rainbow = promotion of a dirty and funny universe
User generated content, the user is always invited to share the content

34. 5° Skittles (18,386,827)
Facebook : user generated content/alternative content

35. 5° Skittles (18,386,827)
Remind to the user with humour and creativity to share the content

36. 5° Skittles (18,386,827)
YOUTUBE
CHANNEL
TWITTER
ACCOUNT

37. 5° Skittles (18,386,827)
Results :
What's really strong with skittles,
is their coherence and their
relations with their consumers.
They are focus to identify and
generate new brand's
ambassadors.
They develop an atmosphere of
complicity with their fans.
The results is that their are hugely
present on platform
(pinterest/tumblr) without being
really on it.
They have also created a big WOM
through their positioning.

38. 5° Skittles (18,386,827)
ALL THE COMMUNICATION OF SKITTLES IS DEDICATED
TO CREATE A COMPLICITY AND UGC WITHIN THEIR COMMUNITY (WOM)
STRENGHTS
BUZZ /WOM
COMMUNITY
COMPLICITY
PROXIMITY
UGC
AMBASSADORS
WEAKNESSES
A CLEAR UNIVERSE, BUT SOMETIMES TOO ORIENTED COMMUNITY
AND THE TONE CAN SHOCK SOME CONSUMERS (BACKFIRE)

39. 6° TIFFANY & CO. (a different category)
Facebook :
Big idea : Celebration of true love
UGC : Show us your true love
Contextual marketing : valentine's day

40. 6° TIFFANY & CO.
Ambassador : Public figure
Presence :
- Website
- 'True love' Website (belief)
- Tumblr
- Facebook
- Twitter
- Youtube channel
- Foursquare

41. 6° TIFFANY & CO.
FOURSQUAREFOURSQUARE TWITTER
YOUTUBE TUMBLR

42. 6° TIFFANY & CO.
' True love' Website also present into a facebook specific page

43. 6° TIFFANY & CO.
GENERAL WEBSITE

44. 8° Dean and Deluca
Dean and Deluca has a relevant
communication on Facebook
A communication which has a direct
link with what they sell, but without
talking directly about the product
(new recipe excepted)

45. 8° Dean and Deluca
Dean and Deluca has a relevant communication on
Facebook
Indirect Post :
Which belong with their target,
Which belong with their universe/their product
Which create a WOM (posts are trendy)

46. 8° Dean and Deluca
Contextual Communication

47. 8° Dean and Deluca
Videos / Events
So, they really diversify their actions into a
single platfrom : facebook
4 main actions
1° Daily posts
(contextual/humour/'about' company)
2° Degustation in stores
3° Videos
4° Events

48. 8° Dean and Deluca
FOURSQUARE11
TUMBLR PRESENCE
(no Tumblr account)

49. 8° Dean and Deluca
PINTEREST
GOOGLE +

50. 8° Dean and Deluca
Interessant approach
Personal call instead of (impersonal) mail
Marketing of proximity

51. Functionality
Structure
TIFFANY & CO.

52. Functionality
Structure

53. 10° OBSERVATIONS
ONLINE, THE GOOD TONE IS ORIENTED :
PROXIMITY / COMMUNITY /
COMPLICITY/CONVERSATION
ONLINE, GOALS ARE :
UGC (USER GENERATED CONTENT)
PEER-RECOMMENDATIONS
AMBASSADORS
VISIBILITY
ONLINE, MAIN PLATFORMS ARE :
FACEBOOK / TWITTER
TUMBLR
PINTEREST
FLICKR/INSTAGRAM
FOURSQUARE
YOUTUBE CHANNEL

54. - Relay of other platforms
- Share daily, fresh, relevant news
4 kind of content :
1° Put a human face on your company,
show to the user the team.
2° Humour and complicity
3° Share the ambiance, what P.Q. is about
4° Factual news
10° OBSERVATIONS
TONE ,TACTIC, GOALS BY PLATFORM :
- Relay of other platforms
- Create different twitter accounts
1° Once about your passion
2° Once about factual fact (jobs)
3° Once about UGC (consumers
innovation/participation)

55. 10° OBSERVATIONS
TONE ,TACTIC, GOALS BY PLATFORM :
- You can use Pinterest as a place of
your passion or as a place of sales
promotion, but choose one of these,
don't mix both of these categories.
- Use a female approach/tone (70-
80% of pinterest'population are
woman)
- You can Use Tumblr to devellop your brand story, even to build a real company story,
that's the channel to expand your brand past, the development of your brand DNA and
it's evolution

56. 10° OBSERVATIONS
TONE ,TACTIC, ISSUE BY PLATFORM :
- Use foursquare to locate (check-in) your place.
- Use Instagram to illustrate your new recipes/your
products ; share these pics on Twitter/Facebook
- Use Instagram as a centralization place of UGC
- Use a youtube channel to show the background
of your place, as a transparency tool

57. 10° OBSERVATIONS
TONE ,TACTIC, ISSUE BY PLATFORM :
Use google + as a complementary platform of facebook and twitter.
Not everybody is on facebook and twitter, but almost everybody has an email account,
and the most used one, is g-mail.
- Use Sprout social, as a unique platform, where you can manage all the other platforms in one
time. (or wildfire)
Without that kind of platform, a social media strategy can be inefective, and time-consuming.
- It's an « all in once » plateform

58. 11° Recommendations
1° Without a big idea, social tools are not efficient.
2° Create a story, a great brand DNA, which respond to consumer's need,
then talk about this story through the different platforms, and adapt it to
these.
3° Don't be afraid to post what your're believe in, but transfom it, into a
way of life.
4° Build a coherence between these platforms : Tumblr, Pinterest,
Google +, Foursquare, Flickr, ... and connected them to your website,
Facebook and Twitter.
5° On facebook, you can use the pages to post the latest information about
your company, like which jobs are available within the country
(people's interest , that forms a great channel of recruitment).
6° Share daily, fresh and relevant content.

59. 11° Recommendations
7° You can use different twitter accounts :
- Official/consumer's mind/jobs
- A twitter account by country
8° You can use Pinterest as a place of your passion or as a place of sales
promotion, but choose one of these, don't mix both of these categories.
9° Use Instagram/flickr as a echo of consumer's production.
10° Use foursquare, it is particularly relevant, to locate (check-in) your
place.
11° Your objectif online should be focused to create UGC (user generated
content) and Brand ambassadors : develop a user story « votre pain
quotidien » .
12° Be focus on conversational marketing.