marketing mistakes
Post on 18-Oct-2014
1.931 views
DESCRIPTION
TRANSCRIPT
Engaging Consumers with Brands
"What lessons can be extracted from errors of the western brands entering the Russian
market".
Social Media & Digital Marketing Expertise.
Engaging Consumers with Brands
2
BuzzParadise | Buzz Platform & PR 2.0 Vanksen/Culture-Buzz | Buzz Agency
With more than 2100 published articles, 165,000 viewed pages/months, Culture-buzz.com’s blog has become the biggest French portal dedicated to WOM.
Website | http://www.Vanksen.com
BuzzParadise® is an international platform connecting brands and our community of 8000 influential bloggers in 20 countries.
Website | http://www.BuzzParadise.com
VanksenWatch | Buzz Monitoring
Website | http://www.Vanksen.com
We help major organizations to protect, manage, promote and monitor their brand name & reputation online, resulting in revenue increase and long-term brand awareness.
01 Vanksen’s agencies
Watch
Engaging Consumers with Brands
02 Vanksen’s Network
Engaging Consumers with Brands
03 Our Local Expertise
Digital Audits:Monitoring and analyzes of a brand’s online reputation and perception during a fixed period of times. The buzz audit allows to understand the sentiment of conversations about a brand, consumers’ opinions, who are the brand’s evangelists and where these conversation are taking place.
Blog Marketing :Blog marketing is online PR: It consists in involving popular bloggers to experience brands in order to create online positive and influential recommendations, brand visibility and conversations.
Social Media Strategy & Consulting :Social Media Strategy development & implementation: Staff training, management and guidelines for online community management, content strategy and engagement campaigns, measurement, analytics and reporting.
Engaging Consumers with Brands
Presentation Planning
I. 5 digital trends you be aware of
II. Examples of western brands doing public mistakes.
III. Current mistakes from foreign companies entering Russian market
Engaging Consumers with Brands
5 digital trends you be aware of
Engaging Consumers with Brands
Of employees think it’s easy for anyone to sabotage a brand‘s reputation using social media.*
74%
*So
urc
e :
De
loitt
e L
LP
20
09
Eth
ic W
ork
pla
ce S
urv
ey
85% Of employees are personal users of social media.*
Of employees are likely to become brand ambassadors.15%
Set Corporate guidelines
Set strict guidelines for your CM
Set behavioral scenarios
Involve top managers if needed
Monitor online conversations
Solutions:
Too much information is available online
Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Trend #1. Corporate responsibility.
Engaging Consumers with Brands
Global display advertising efficiency:
Banner Retargeting
Social Integrations in Banners
Development of CPA models
Behavioral Targeting
Catalogue banners
Solutions:
Too much information is available online
Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Trend #2. Online Campaign efficiency.
Engaging Consumers with Brands
…
Too much information is available online
Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Trend #3. Social Shopping.
Engaging Consumers with Brands
…
You are here!
Too much information is available online
Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Trend #4. Location based services.
Engaging Consumers with Brands
Too much information is available online
Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Trend #5. Senior Users on The Internet.
Engaging Consumers with Brands
Measurement processExamples of western brands doing public mistakes
Engaging Consumers with Brands
ONG or private people attacking a Brand online
Brand attack
Nestle “Killer” attack by the WWF :
Engaging Consumers with Brands
Control what is published on your corporate Twitter
Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Bad community management
Red Cross’ Tweet: Chrysler’s Tweet:
Engaging Consumers with Brands
Transgressing Facebook community rules
Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Improper use of Social Media platforms
Facebook had deactivate Kiabi fan page with over 177.000 fans:
Engaging Consumers with Brands
Undercover (stealth) marketing
Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Bad marketing approach
Facebook had deactivate Kiabi fan page with over 177.000 fans:
Engaging Consumers with Brands
When brands go to far…
Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Bad choices for Communication message
Kenneth Cole’s Tweet:VW polo commercial:
Engaging Consumers with Brands
Current mistakes from foreign companies entering Russian market
Engaging Consumers with Brands
Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:The TOP 5 of current mistakes:
foreign companies entering Russian market
# 5. Thinking that a brand is as famous in Russia as abroad.
# 1. Thinking that Russian consumers will act like in Europe.
# 3. Saving budget on the brand’s launch campaign.
# 4. Implementing the same brand positioning as abroad.
# 2. Weak control in partner agencies selection.
Engaging Consumers with Brands
Consumers Engagement MarketingFor any question, please contact:
Thierry Cellerin
M.: +7 985 44 22 544
W.: www.buzzfactory.ru
C.: www.vanksen.com
B.: http://buzz-factory.livejournal.com/
Twitter: @buzzfactory_ru