branding a social media perspective
TRANSCRIPT
![Page 1: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/1.jpg)
Branding A Social Media Perspective
Prepared by
S Sathish
![Page 2: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/2.jpg)
Social media ‐ First things first
![Page 3: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/3.jpg)
What this really is: People talking with people.What this really is: People talking with people.
![Page 4: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/4.jpg)
People connecting with each other.People connecting with each other.
Which is nothing new, reallyWhich is nothing new, really
People creating communities…People creating communities…
People sharing their passions.People sharing their passions.
![Page 5: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/5.jpg)
Define Social Media
“A group of Internet‐based applications that build on the ideological and technological f d ti f W b2 0 hi hfoundations of Web2.0,which
allows the creation and exchange of user‐generated content.”
byyAndreas Kaplan e Michael Haenlein
![Page 6: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/6.jpg)
Metrics Behavior On The Internet
Why Social Media Now ?
Metrics Behavior On The Internet
Content sharing on the Internethas reached a prominent role in
From 2006 to 2009 there hasbeen increasing in virtually allp
daily life of Internet users
•63% created a profile on a socialnetwork site
g yactivities involving social media
•Watch video clips online and Listento live radio/audio onlinenetwork site
•57% manage a profile on a socialnetwork site
to live radio/audio online
• Create profile on a social network
• Read blogs•76% upload photos
•33,1% upload videos
Read blogs
•Upload photos to a photo sharingsite
•29,1% keep a blog
•71% read blogs
• Blogs are now read by 24% upfrom 13% in 2006
• Social networks are now used bySocial networks are now used by26% up from 17% in 2006
![Page 7: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/7.jpg)
Percentage of Fortune 100 Companies using eachSocial Media Channel
OneChannel21%21%
TwoChannel22%All 3
None40 %
Twitter now platform of choice
Channel17%
Active Companies On SM
Facebook14%
Facebook and Twitter36%
Blog and Twitter
Blog10%
76%36%
64%
Companies using just one social media channel overwhelmingly use Twitter (76%)
Companies using two channels likely to use Blog and Twitter (64%
![Page 8: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/8.jpg)
Brand Management
![Page 9: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/9.jpg)
Brand Management
What is Brand?
A brand is a name, term, sign, symbol or a combination of them intended to, , g , yidentify the goods and services of one seller or group of sellers and todifferentiate them from those of competition.
The Cola Wars: Energy Vs. Peace
![Page 10: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/10.jpg)
Brand Management
’ i f i f ’ i f i
Why do Brands matters?
From consumer’s point of view
� Identification of source of product
� Assignment of responsibility to product maker
From manufacturer’s point of view
� Means of identification to simplify handling
� Means of legally protecting unique features
� Risk reducer
� Search cost reducer
� Promise, bond, or pact with maker of product
� Signal of quality level to satisfied customers
� Means of endowing products with unique
associations
� Symbolic device
� Signal of quality
� Source of competitive advantage
�Source of financial returns
![Page 11: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/11.jpg)
Brand Management
Branding Process
Brand BuildingUnderstanding Brand Building UnderstandingBranding
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
![Page 12: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/12.jpg)
Brand Management
Branding Process
Products to brands
A brand is more distinctive than a product
It is first of all a name, a means of identification
Secondly its a set of added values offering both functional and psychological benefits
“If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch”
‐Fortune Magazine
![Page 13: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/13.jpg)
Brand Management
Branding Process
AttributesAttributesProducts to brands
Products to brands
Immutable Law of Name ‐ Short , Distinctive, Not to mean anything rude or silly in another language
Immutable Law of Shape ‐ Simple logo, Designed to fit both the eyes, Logo font has to be clear and legible
Immutable Law of Color ‐ Colors have meanings, Opposite colors can differentiate
Immutable Law of Singularity ‐ Leverage a compelling truth, mean a single powerful thing
![Page 14: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/14.jpg)
Brand Management
Branding Process
ManagementManagementAttributesAttributesProducts to brands
Products to brands
Co Brand ‐ Brands need to address a similar need segment
Stealth Brand ‐ Brand building that attracts customer attention but not of rivals
Fighting Brand ‐ Pricing led branding option. Works as a competitive response, Built as new, independent brand
Immutable Law of Siblings (Multi Brand) Leverage a compelling truthImmutable Law of Siblings (Multi Brand) ‐ Leverage a compelling truth, mean a single powerful thing (Tata Salt, Tata Tea)
![Page 15: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/15.jpg)
Brand Management
Branding Process
ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Immutable Law of Contraction ‐ A brand becomes stronger when you narrow its focus
House of Brands ‐ Gives an opportunity for the company to focus on each brand and contract its scope
Endorsed Brand ‐ Danger of diluting the equity of endorsing brand (Titan from TATA, transferring trust)
Immutable Law of Expansion ‐ Company pushes core brand in different directions (Volkswagen Buses)
Branded house ‐ Consumers buy brands, not companies (P&G)
![Page 16: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/16.jpg)
Brand Management
Branding Process
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Single Brand Family
‘Stand‐alone’ New Brand
Transfer of Brand Assets ‘x from y’
![Page 17: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/17.jpg)
Brand Management
Branding Process
Understanding Brand BuildingUnderstandingBranding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
![Page 18: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/18.jpg)
Brand Management in SOCIAL MEDIA
Face are personable but lack contextFace are personable, but lack context
![Page 19: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/19.jpg)
Brand Management in SOCIAL MEDIA
Logos are clear, but impersonalLogos are clear, but impersonal
![Page 20: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/20.jpg)
Brand Management in SOCIAL MEDIA
Combining faces + logos = humanity + contextCombining faces logos humanity context
![Page 21: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/21.jpg)
Brand Management in SOCIAL MEDIA
Metrics and Social Media Elements
Metrics“A metric is a measuring system that quantifies a trend, dynamic, or
characteristic. In virtually all disciplines, practitioners use metrics to explainh di h fi di d j t th lt f f tphenomena, diagnose causes, share findings, and project the results of future
events.”Prof. Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein.
Data persistence Differences between social media it
Ups Downs
Data search ability
Public information
sites
Inconsistent terminology
Several levels of measurement
![Page 22: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/22.jpg)
Brand Management in SOCIAL MEDIA
Social Media Data
Quantitative Data Qualitative Data
•Scraps•Friends•Communities
Q Q
•Fans•Mutual Friends•Mutual Communities
F ll i
Posts
alysis
•Following•Followers•Tweets•Most Recent Tweet•Lists Quantitative
UGC
Comments Feeds
Data Ana
•Views•Likes / Dislikes•Comments Quantitative
UGC
•Comments Quantitative
![Page 23: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/23.jpg)
Brand Management in SOCIAL MEDIA
Social Media Metrics: Approach
Awareness Influence Engagement
•Page Views•Unique Visitors• Posts/TopicsN b f G
•Ratings / Rankings•Referrals•MembersC ti
• Comments and Trackbacks• Filled Profiles•Active MembersM•Number of Groups
•Average Time•New Visitors•Repeat Visitors• Traffic Sources
•Connections •Means•Mentions• Frequency of Publication• Favorites
Traffic Sources• Leads• Evaluation of visitors :geographic, language, bounce rate etc.
![Page 24: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/24.jpg)
Brand Management in SOCIAL MEDIA
Social Media Metrics
Reach is related to the
Engagement
Engagement is related to the degree of participation
and involvement of a specific profile or group of users to a theme or subject
Reach is related to the degree of effective
dissemination of certain content or to degree of potential spread that a single profile has in the
t kEngagement
hfl
network
ReachInfluence
AdequacyInfluence is related to the degree of attention and mobilization that a certain profile can generate in
Adequacy refers to the degree of proximity that given content has in l h d dprofile can generate in
others users.relation to the desired
characteristics and values
![Page 25: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/25.jpg)
Brand Management in SOCIAL MEDIA
Steps In Social Media Analysis
• Strengths and Weakness; Threads and Opportunities; Competition; Target Audience; General Objectives of Communication; Marketing Strategy
Customer Context
Current Practices in Social Media
Reach Growth of Total Followers Views of Key Videos
• Identify the actual use of social media by team and key people: publishing frequency, type of content, type of relationship, social media performance etc
• Influence; Engagement; Reach; Adequacy
Emphasis
INFLUENCEQuality of Twitter Lists
• Influence; Engagement; Reach; Adequacy
• Social Media Site; Previous Social Media Performance; Desired Information; Measurable Data: quantitative x qualitative
Types of Metrics
C ll ti T l
ENGAGEMENTTopics/MonthActive Participants
• Define Tool; Methodology; Data collection
Collection Tools
• Interpretation of data; optimization strategies;
Analysis
ADEQUACYProximity with key wordsSentiment Value Index
![Page 26: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/26.jpg)
Brand Management in SOCIAL MEDIA
Data Archiving MS Excel MS Access and other Spreadsheets Application
Tools
Data Archiving – MS‐Excel, MS‐ Access and other Spreadsheets Application
Monitoring and Analysis Software – Radian6, Social Mention, Critical Mention
Analytics – SPSS, SAS, Google Analytics
Search Engines – Google, Bing, Yahoo, Dogpile
Profile Classification – Twitter Grade, Klout
![Page 27: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/27.jpg)
Brand Management in SOCIAL MEDIA
R fReferences
Reports/Presentations/White Papers/Articles
http://www slideshare net/interney/mtricas em mdias sociaishttp://www.slideshare.net/interney/mtricas‐em‐mdias‐sociaishttp://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetricshttp://www.slideshare.net/tarushijio/metricas‐para‐publicidade‐em‐midias‐sociaishttp://fluent.razorfish.com/http://www.amazon.com/Always‐Advertising‐Marketing‐Consumer‐Business/dp/0071508287http://www.slideshare.net/Radian6/measuring‐social‐media‐2396778p // / / ghttp://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2http://www.web‐strategist.com/blog/2010/04/22/altimeter‐report‐social‐marketing‐analytics‐with‐web‐analytics‐demystified/http://www.iab.net/insights_research/947883/buildingbrandsonlinehttp://www.radian6.com/blog/2010/03/social‐media‐measurement‐analysis/www.syncapse.com/media/syncapse‐value‐of‐a‐facebook‐fan.pdfSocialNetworkSites:Definition,History,andScholarship.–danahm.boydeNicoleB.EllisonUsers of the world, unite!‐Kaplan AndreasM., Haenlein Michael.Wave4–Power to the PeoplePlano de Negócio Sebrae
![Page 28: Branding a social media perspective](https://reader033.vdocuments.us/reader033/viewer/2022051720/5884c9731a28ab767c8b4c3b/html5/thumbnails/28.jpg)
Brand Management in SOCIAL MEDIA
Th k YThank You
QUESTIONS