building sociable brands - henley business school
Post on 19-Jun-2015
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Building Sociable Brands
George Christodoulides
Professor of Marketing, Marketing and Reputation
Jennifer Bonhomme
Digital StrategistSocial Media Marketing
The world is changing
And so is the Web
Source: Paul Adams, Real Life Social Networks
The influence of social media is undeniable
Interrupting the World:KONY 2012
Yet, the landscape can be beyond confusing
And many businesses struggle to understand how to harness this
influence
Customers now demand to be consulted
KLM
Innocent
First Direct
Who are we most likely to influence on social media?
Promoting Purchase with Existing Fans
Frequency Occasion SensoryExperience
What makes a brand sociable?
• Transparency / Authenticity• Share of Voice• Distinct personality • Joining the conversation• Co-creation• Fan reach• Huminisation (Thank you economy)
Social
Functional
Emotional
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