powerful branding techniques through ... and...maximize visual branding and no, this doesn’t mean,...
TRANSCRIPT
POWERFUL BRANDING TECHNIQUES
THROUGH SOCIAL MEDIA
PANA 2016 GMM Sessions
September 29, 2016
Peter JuanDirector of Social Media, Wunderman Manila
Questions, comments or tags:
@peterjuan
K E Y P O I N T S F O R T H I S S E S S I O N
BRANDING
MATTERS
BRANDING
TECHNIQUES
ON SOCIAL
MEDIA
BEYOND
SOCIAL MEDIA
BRANDING MATTERS
Branding is endowing products and services with the
power of a brand(Kotler & Keller, 2015)
What is a brand?
A brand is the sum total of all
the impressions a customer
has, based on every
interaction they have had with
you, your company, and your
products.
Each one of these interactions
tells a story to your customers.
Reference: Global Web Index.
The challenge
As soon as audiences could opt out of ads, it became harder
and harder for brands to buy fame.
Soon enough, it became a lot more difficult for brands to make
a cultural impact.
Why does it matter?
Branding helps people identify your organization
It’s what differentiates your company from the competition
It helps you build trust with various stakeholders
It provides you with a guide that keeps your strategy clear and focused
It helps you connect with customers emotionally
Why does it matter?
In 1975, PepsiCo fired the first shot in the Cola Wars with a simple and
effective experiment, the Pepsi Challenge
Why does it matter?
Reference: Neural Correlates of Behavioral Preference for Culturally Familiar Drinks (http://www.sciencedirect.com/science/article/pii/S0896627304006129)
Why does it matter?
The fastest way to your consumer’s
heart is through the hippocampus and
dorsolateral prefrontal cortex
(Old Chinese Proverb)
CONSUMER EXPECTATIONS
Consideration
Active Evaluation
Experience
Advocacy
Loyalty and Brand Love
Purchase
Discovery
BRANDING TECHNIQUES
ON SOCIAL MEDIA
Know thyself(Socrates)
The Golden Circle
Why = Purpose. Why do you exist
as a brand? What do you believe?
What is your cause?
How = Process. The specific actions
you take to actualize the why.
What = Result. What do you do?
The result and the proof of why.
Develop your
Social Media Persona
Persona Nickname:
Age
Sex
I am
I like
My tone of voice is
My tone of voice is not
I like talking about
I never talk about
Things to consider when
crafting your persona:
– The company culture
– The audience
– Authenticity
Develop your
Social Media Persona
Be consistent
Establish a regular publishing
schedule and try to stick with it.
Be consistent with themes and
topics that you want to discuss.
But always leave room to optimize.
Choose the appropriate networks
Choose the appropriate networks
Choose the appropriate networks
Reference: Sprout Social; Pew Research Center
Maximize visual branding
And no, this doesn’t mean,
“lakihan mo yun logo.”
Things to consider when crafting
your visual style for social media:
– Use the same DP across your
social media channels
– Use colors to your advantage
– Use templates
– Create a filter guide
Maximize visual branding
Build relationships with influencers
But please keep in mind that
influencers should not be
determined based solely on the
number of their fans/followers
Find and nurture brand
ambassadors
You don’t even need to look too far.
– Find volunteers from within your network.
– Establish a brand engagement taskforce with your employees and trusted suppliers.
– Empower active and passionate members from your own online communities
BEYOND SOCIAL MEDIA
Go beyond social
Take it offline
We must always strive to make a
tangible difference in our
customers’ lives
Thank you!
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