5cs of brand socialization applied to facebook 1209052092829771 9

8/3/2019 5cs of Brand Socialization Applied to Facebook 1209052092829771 9

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The 5 Cs of Brand Socialization

A roadmap to business generation powered by social media

BRAND

SOCIALIZATION

CONTINUOUSLY


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Socialization

to render social, to make fit for living in society

Clausen 1968


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Needs

Brands are just names for solutions.

Solutions

And very very useless, if people dont discuss them.

Branded Solutions


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[Brand] Socialization refers to the process of learning

Brand Socialization

one s consumer- cu ture an ow to ve w t n t.

[Brand] Socialization should provide the skills,

[the methods,] the habits [and the technologies]

necessary for acting and participating within the society.

Wikipedia & [me]


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Why are we thinking

about this?

5

Dont expect your customer to visit you,

YOU have to meet her in her interest fields


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What?

Give access to unique content orapplications that enrich peoples lives in

a tangible way. Transform branding from

professional irritant to useful precious.

How?

CONTENT

Brand Socialization (applied to Facebook)

On Facebook companies can offer

brand content in original formats

(e.g. branded utilities or widgets).BRANDSOCIALIZATION

CONTINUOUSLY Example: Blokbusters Movie Clique-application


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Thank you for

Traditional Advertising Stops Here


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What?

User generated content makes yourbrand promise genuine and utterly

convincing. Make them engage, share,

personalize, and before you know they

will have become brand ambassadors.

CONTRIBUTION


How?

Facebook offers an experience-sharingplatform that allows its users to

contribute opinions, photos and videos

empowering the social affirmation of an

entire community behind your product.

BRAND

SOCIALIZATION

CONTINUOUSLY Example: Victorias Secret Facebook Page


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What?

No more is a brand what the company

says about its product. Its what a friend

tells a friend. Social context to product

-interest, -preference, -purchase or -use

offers a much richer interpretation.

CONTEXTUALIZATION


ow

Facebook allows travelling content,from friend to friend. Brands become a

part of people's daily conversations;- interest or preference Facebook Groups

- purchases Beacon

- ads Social Ads

BRAND

SOCIALIZATION

CONTINUOUSLY Example: Facebook example for Social Ads


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What?

Brand communication is surpassing theboundaries of time & space. Brand

conversations are taking place anytime

involving people from anyplace around

the world. Make your brand ubiquitous.


CONTINUOUSLY

How?

Facebook is accessible 24/7 from anykind of device with internet connection.BRAND

SOCIALIZATION

CONTINUOUSLY Example: Mobile Facebook


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What?

Continue the dialogue wholeheartedly.Guide them through non-stop interaction

from interest into action. An ongoing

conversation leads to a relationship and

a relationship leads to affinity.

Qualify & follow-up their needs.

CONVERSATION


How?Facebook offers the possibility to

leverage the conversation up to a next

chapter in the decision making process.

BRAND

SOCIALIZATION

CONTINUOUSLY Example: H&M Facebook page refers to H&M online shop


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BRANDSOCIALIZATION

PROducerPROsumer

AMBASSADOR PROGRAM

SOCIAL AFFIRMATION ONGOING DIALOGUE

BUSINESS GENERATION

CONTINUOUSLY

PROspect


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Marketing Communication

.


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We arent in the telling business

We are in the catalyst business

ScenarioDNA

The Consumer Insights Think Tank


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The -SO WHAT!?- Slide

So What!?

Blogs, Facebook, Twitter, YouTube they are just channels. Correct.For them to really work, you need

- a social product and/or a sticky story around the brand-

- useful and precious content online (e.g. branded utilities)- just one killer-idea

and someone skeptic to filter out the bad ideas

MY BEST HINT Challenge @Crusty from Emakina.com

@Moorke

5cs of brand socialization applied to facebook 1209052092829771 9

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