BRANDING
WITH SOCIAL
MEDIA
ABDULMENAN SHERIF
SEYDI AHMET ÖZKAYA
VELI BAHÇECI
21/04/2014

WHAT’S THIS WHOLE
SOCIAL MEDIA?

IT’S NOT TRADITIONAL
MARKETING…

IT’S NOT DEFINITELY
ADVERTISING…

SOCIAL MEDIA DEFINES
THE ACTIVITIES;
That integrate technology, social interaction and the sharing
of words, images, video and audio.

IN OTHER WORDS;
Social media is a conversation that takes place online.
It’s a conversation more people are joining every day.

FOR EXAMPLE LIKE
THESE GUYS,
• By 2010, millennials outnumbered baby boomers
• $350 billion in spending power
• Spend over 16 hours a week online
• 96% have joined a social network
They care about what their friends
think and what they like, not
traditional marketing and ads

OR LIKE THIS AUNT,
• 41% of baby boomers have visited a social networking site
• +55 Women fastest growing demographic on Facebook
• More stable, dependable income

OK I GOT IT. BUT WHY
BRANDS SHOULD CARE?
BECAUSE 3 OUT OF 4 AMERICANS USE SOCIAL
TECHNOLOGY.
- Forrester, The Growth Of Social Technology Adoption, 2008
BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION
VISIT SOCIAL NETWORKS.
- Nielsen, Global Faces & Networked Places, 2009
BECAUSE VISITING SOCIAL SITES IS NOW THE 4TH MOST
POPULAR ONLINE ACTIVITY—AHEAD OF PERSONAL
EMAIL.
- Nielsen, Global Faces & Networked Places, 2009

HIMM… WHAT ELSE?
BECAUSE TIME SPENT ON SOCIAL NETWORKS IS
GROWING AT 3X THE OVERALL INTERNET RATE,
ACCOUNTING FOR ~10% OF ALL INTERNET TIME.
- Nielsen, Global Faces & Networked Places, 2009
BECAUSE SOCIAL MEDIA IS DEMOCRATIZING
COMMUNICATIONS.
BECAUSE SOCIAL MEDIA IS LIKE WORD OF MOUTH ON
STEROIDS.

BUT WAIT, THERE’S
MORE.
93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY /
BRAND SHOULD HAVE A PRESENCE IN SOCIAL MEDIA.
- Cone, Business in Social Media Study, September 2008

ADDITIONAL STATS.
“For companies, resistance to social media is futile. Millions
of people are creating content for the social Web. Your
competitors are already there. Your customers have been
there for a long time. If your business isn't putting itself out
there, it ought to be.”
- BusinessWeek, February 19, 2009

SOCIAL MEDIA IS SO
MUCH MORE;
1. Public relations
2. Customer service
3. Loyalty Building
4. Collaboration
5. Networking
6. Thought leadership
for brands…

AND CUSTOMER
ACQUISITIONS TOO…

WHY CONSUMERS
FOLLOW BRANDS?

WHAT THE BRANDS
NEED TO DO?

1. DEFINE A SOCIAL
MEDIA STRATEGY (1/3)
Like all conversations, the key to social media begins and ends
with listening.
LISTEN YOURSELF, LISTEN TO OTHERS
• What channels does the brand currently use?
Websites – Email – Outreach programs – Direct Marketing – Phone – Newsletters
• What tone do these channels convey?
• Who are the intended targets?
• Is the brand reaching its intended targets?
• Do these channels reflect brand’s mission?
• What overall message does the brand communicate?
• What’s missing?
• Where do these channels fall short?
• Are there people the brand should target but aren’t?
• Online, is the brand passive participants or active engagers?

1. DEFINE A SOCIAL
MEDIA STRATEGY (2/3)
You know your target. You know your resources. Now, what
do you want to achieve?
DEFINE YOUR GOALS
• Build better relationships?
• Raise awareness about your cause?
• Increase website traffic?
• Build up your base?
• Inspire people to action?
• Increase donations?

1. DEFINE A SOCIAL
MEDIA STRATEGY (3/3)
How would I define my organization in a single, simple phrase?
CLARIFY YOUR MESSAGE
• Focused and on point
• Have a cohesive, unifying theme
• Easily grasped by short attention spans
SELECT CHANNELS
• What channel best suits:
• My goals?
• My brand story?
• My resources?
• My target?

2. PROMOTE YOUR
BRAND
Be every meaningful channel!
Stay connected and promote yourself throughout the social media
landscape.

3. DON’T ASSUME
S.MEDIA IS THE ANSWER
TO EVERYTHING
• If your product sucks, social media won’t fix it.
• But if your customer service sucks, social media can help.
• Social media may help your profit arise, but it is not the main
aim.
• You can gain customer on social media, but it is not the same
meaning they are loyal.
• If your company’s word of mouth sucks, social media can
help.
• If your repeat business sucks,
social media can help.

THE BASIC RULES.
#1: LISTEN
#2: ENGAGE
#3: MEASURE

BRAND MANAGEMENT
ON SOCIAL MEDIA
•Be different
•Be positive
•Be consistent

DIFFERENT /
UNIQUENESS
•USP( Unique Selling Proposition)
•Be in line with your brand’s
characteristics on social media

NIKE+ PLATFORM
• Digitally based system that tracks
your body movement and
physical activity
• 5 million customers to interact
with friends
• Other brands of training shoes
don’t work with the same platform
• It’s a clever way to retain people
within the brand family

MOVEMBER
• To raise awareness for men’s health
problem such as prostate cancer
• It raised $120 billion for prostate cancer research
• An easy and funny way to talk about health problems of men
• During November, #Movember dominates social media

POSITIVITY
Does not mean that you can't allow any criticism or negative
feedback.
The sum total of the negativity and the positivity associated
with your brand should have a positive balance.
The biggest mistakes a brand can make:
• Ignore negative feedback
• Respond to negative feedback by being negative
• Lie or be elusive while trying to come out of a conflict

CONSISTENCY
• Consistency is the far better than rare moments of greatness
• It is sum of small efforts repeated day in and day out
• Be only where you can be regularly
• Let people know what to expect from you

AS A MARKETER
You have to know that social media may be here to stay. But
the tools are temporary.
So; be aware to all improvements on social media.
Ex: Do you remember Friendster?
• First big online social network
• Founded in 2002
• Gained 3 million members in first few months
• Quickly lost out to MySpace, then Facebook
• Now only popular in Asia

CONCLUSION:
We don’t know.
Google it!