building a brand (social media marketing)
Post on 12-Aug-2015
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The One Thing You Must Get Right When Building A Brand
By Patrick Barwise and Seán Meehan
The Rise Of Social Media
And
The Shift Of Power To
Consumers
Recent example of its rise and power with the consumers:-Flipkart faced significant backlash on reports of it joining Airtel's net neutrality violating Airtel Zero and forced to pull out of Airtel Deal Amid Backlash
social media helps amplify companies reputation that
consistently deliver what they promise
Obvious danger - failing to keep pace with social media
developments.
Equal, less obvious - getting distracted by them and
losing sight of the fundamentals.
The GAPCase
Gap, known for everyday basics, tried to redo their image to appeal to a more hip crowd.
In October 2010, Gap launched a new logo in an attempt to be more modern. Guess how long that lasted?
A whopping two days
Gap quickly put the old logo back into place after unbelievable backlash from the public.
failure on two fronts with this new logo
Unfortunately, they didn’t understand who their target market is - the people who want the basics and aren't interested in trendy styles.
• Their loyal customers felt that Gap was changing their image for
the worse and lost a connection with the brand.
• Gap was also unsuccessful at attracting the younger, trendy
generation with the redesign
It wasn't so awful for Gap to pursue a logo redesign, the lesson is simply to stay in touch with your buyer personas so you can ensure your new design reflects them.
Marketers focus a lot on metrics -- for good reasons -- but never underestimate your audience's feelings towards your brand.
They're harder to quantify, sure, but people will speak out when their sensibilities are offended.
Made it rightOne of the most recognizable fashion brands in the world, GAP also recognizes the need to moderate the use of social media amongst their employees within the work place.
Here are some excerpts from their current guidelines in social media
“Some subjects can invite a flame war. Be careful discussing things where emotions run high (e.g. politics and religion) and show respect for others’ opinions.”
“Your job comes first. Unless you are an authorized Social Media Manager, don’t let social media affect your job performance.”
“If you #!%#@# up? Correct it immediately and be clear about what you’ve done to fix it. Contact the social media team if it’s a real doozy.”
“Don’t even think about it…. Talking about financial information, sales trends, strategies, forecasts, legal issues, future promotional activities. Giving out personal information about customers or employees. Posting confidential or non-public information. Responding to an offensive or negative post by a customer. There’s no winner in that game.”
The Coca-Cola
Case
In 1985, Coca-Cola tried to introduce a new, sweeter version of their beverage to combat their new competitor, Pepsi.
As people preferred the taste of Pepsi over Coke in blind taste tests, Coke felt the need to regain market share with a new recipe. So, how did it turn out?
Not well.
Public response was so negative, in fact, that people were actually hoarding the old Coke and selling it on the black-market for grossly inflated prices!
Why were people so upset? Coke’s brand embodied classic American traditions -- they didn't want new Coke! They wanted that classic beverage whose secret recipe is guarded under lock and key in Georgia! After finally retiring the “New Coke” recipe, sales of the old classic -- actually renamed “Coca-Cola Classic” to make it extra clear to consumers -- rose significantly.
What do we take away from this marketing mistake? Learn what your customers want before spending time and money on a top-secret product or service change!
Exploit the many opportunities presented by social media while keeping an
unwavering eye on their brand promise .
Judiciously revising the marketing playbook rather than trying to rewrite it.
To succeed in this environment
Leverage Social Media
social media as a tool for
E n g a g e m e n t and C o l l a b o r a t i o n
Marketers at leading companies create lively exchanges with and
among customers by tapping into participants’ expertise and
creativity for product development on sites such as
• American Express (OPEN Forum) • Cisco (MyPlanet)
• Ford (Fiesta Movement)
• Examples:
• Procter & Gamble
• Toyota
Indian Example
How Volkswagen leverages on Social Mediausing Twitter, Facebook, LinkedIn and YouTube
How Volkswagen India practices Social Media
• Right now, Volkswagen India mainly has a presence across four social media platforms: Facebook, Twitter, YouTube & LinkedIn.• Apart from that they have dedicated sites for their ‘Innovations for
Everyone’ and ‘Think Blue campaign’ campaigns.• The important aspect of Volkswagen India’s strategy is a long term
approach to build loyal community and the use of all the marketing channels: TV, Radio, Print, Outdoor & Online to leverage their promotional campaigns.
• All the social media properties are being cross-marketed on one another. • The Facebook and twitter properties are highly interactive and keep the
users engaged with interesting contests, offers and replying to various queries and feedback.• On Facebook, they have grown the community organically to over
60,000 fans with the average rate of interaction being 150 fans per post.• The communication is mostly about travelling, holidays, cars, roads,
etc.apart from cross-marketed content from other social media properties, contests, campaigns.
How Volkswagen India practices Social Media
• On Twitter, they have identified the owners of Volkswagen vehicles on twitter & have added them to the respective lists of different vehicles. • They use these lists to keep a track of their customers & occasionally inform
them about any new initiatives or offers.• On YouTube, the videos have received admirable number of views and the
videos have been distributed well among the influential bloggers and other new media channels!• They have made good use of LinkedIn company page by connecting to
relevant professionals there.
How Volkswagen India practices Social Media
The Tweeting Newspaper – Volkswagen India#anything4jetta
• What will you do for all the new jetta? Was the question asked in the third page of the Hindu. To answer the same you need to Tweet away with the hashtag #anything4jetta. The wittiest and most popular tweet wins daily prizes and wins an entry to the grand prize “The Jetta” itself.• The Ad is well explained, usage of the image supports the title, people are also
encouraged to send in an audio tweet, a video tweet or a call in tweet.• It is an excellent example of integration of traditional and social media to
generate curiosity, outreach and therefore mass participation!
Through social media
gain rich, unmediated customer insights, faster than ever
before
boost brand awareness, trial, and ultimately sales
profound shift
o making market research customer-centric rather
than product centric
o products fit into people’s lives
o Social networks provides powerful new ways to
explore consumers’ lives and opinions
o Procter & Gamble
feminine care group
early adopter of social media
appreciate the need to listen to rather than talk at
customers the main value of Beinggirl.com to P&G is not that it drives product sales but that it illuminates the target consumers’ world.
o Amex
uses OPEN Forum to learn about small-business
owners
o Cisco
uses myPlanNet to better understand the new
generation of developers.
These sites work because
participants are engaged with the brands
find the platforms authentic, and
trust one another
The companies create active communities byceding some control— often the hardest adjustment for marketers.
The McDonald’s
Case
McDonald’s Twitter bane
Usually known for its smart social media strategy, McDonald’s thought it was on to something interesting when it launched the #McDStories tag to channel conversations and optimize conversions.
Surprise, surprise!
The hashtag started attracting more negative stories than positive ones, and the
situation soon got out of hand.
One only needs to sample this tweet (courtesyLA Times) to understand how unpleasant
it must have been:
“These #McDStories never get old, kinda like a box of McDonald’s 10 piece Chicken
McNuggets left in the sun for a week.”
The lesson here is clear: Social media doesn’t
always behave as you want, and it doesn’t take
long for the exception to become the rule. Factor in
these considerations when planning your
campaigns.
Indian Example
The Snapdeal
Case
Listening on Social Media - Snapdeal.Com – How poor advertising leads to bad online reputation
Poor Advertising and Consequences On Social Media
• There was a huge negative response from bloggers and influential people on social media after 2 bloggers commented about snapdeal’s fake and poor advertisements.
• After the negative buzz, Rohit Awasthi (Head – User & Communities at snapdeal.com) replied back apologizing for such advertisement and explained what had probably went wrong and promised to clean up such ads.
companies should incorporate
social media into their
marketing
Fundamental Qualities
o THE CUSTOMER PROMISE
o TRUST
o CONTINUAL IMPROVEMENT
o INNOVATION BEYOND THE FAMILIAR
ENHANCING THE PLAYBOOK
Social media can be used to reinforce all four, even
as they make them more urgent
THE VIRGIN ATLANTIC AIRWAYS MODEL
Virgin Atlantic Airways has used social media to buttress the branding basics
THE CUSTOMER PROMISE
o Learn What People are Saying in Call Centers, Websites, and Public Opinion.
o Uses Social Media to Support the Brand Values and
Promises:
o Innovat iono Funo In formal i tyo Honestyo Valueo Car ing Att i tude
BUILDING TRUST
o Operational Execution
o Service delivery
o Websites Up -To- Date
Accurate
o “Rapid Response” solutions Twitter
CONTINUAL IMPROVEMENT
o Gathering Insights to Improve
o Travel Blogs
o Customer Complaints Tedious & redundant requests for security information Online-community suggestions
o Solutions Opt-in service Arrange taxi sharing from pax from same flight
INNOVATION beyond the familiar
•Big Trip’s Planning• Facebook Flight Status App (first for airline)
• VTRAVELLED (inspirational journeys)
• Flight Club, VVA iPhone app
• Taxi2 Cab Sharing
• Flight tracker (real-time Aircraft positions)
• Flight Entertainment systems @ “Premium Economy Class”
•Benefits• Exchange information, Stories, Advices
• Creation of “Trip Pods”
• Brand reinforcement
• Novel customer insights
KEEP YOUR EYE ON THE BALLo Don’t throw out your P laybook
Start wi th Brand Promise; Gu ide them with Soc ia l Media
o Use Soc ia l Media Pr imar i ly for Ins ight
Real Va lue is learn ing about Customers
o Str ive to go Vi ra l , but Protect the Brand
AUNTHENTIC ITY & RELEVANCE WILL IT BLEND? [ YouTube Video] SONY
o Engage, but fo l low the soc ia l ru les
Indian Example
57
Adidas on Facebook- Cricket based Social Media marketing case study
Adidas on Facebook - Background
• Cricket is like a religion in India and in order to connect to the target audience on the online space, they had to connect Adidas with Cricket
• They had to create a platform where the cricket fans come, discuss, consume content and spread word of mouth among their peers so that it snowballs into a movement and by the start of world cup, it becomes the one platform where the real cricket fans can identify with
• The primary target audience for adidas was in the age group of 14 – 19 years extended to 25. This audience had a huge affinity towards digital media. Their digital footprints cover social networking, mobile, entertainment, sports, online videos etc.
• For sustained engagement, encouraged the users to share their views through constant cricket related conversations
• Other engagement hooks were Games, Trivia and long term games like Fantasy cricket
• Sneak previews and premiering of the new campaign TVC’s are released first on Facebook before they are taken live on TV which has also increased the excitement manifold
• The 60 sec Director’s cut of the TVC for the pure cricket campaign was exclusively unveiled on Facebook during the IND AUS series in Oct
• There were many other activities which happened on a daily basis to make sure that the excitement never stopped:
PREDICT AND WIN RAPIDFIRE CONTEST SPOT THE BALL CONTEST IMMORTAL WORDS CONTEST
Adidas on Facebook – Implementation & Response
Adidas on Facebook – Implementation & Response
• Fantasy cricket generated phenomenal responses on all the engagement parameters - It has more than 50 thousand registered teams
• Photos were the most highly consumed form of media on the fan page. Users are constantly sharing their photos on the page to display their love for the brand.
• The video plays shot up with the launch of the directors cut TVC on the page.
• It has been a story of 24/7 engagement since the beginning and still going strong.
Situation in India
How Top Brands In India Are Using Social Media Platforms In 2014
The scope of social media marketing in India
•The scope is tremendous, the pace and understanding of the domain is low
•Marketing managers still need to realize the potential of social media over traditional media
•Marketing and brand managers need to understand social media beyond Facebook and Twitter - as in its utility in form of social applications, online communities, social campaigns
•A lot of questions are being asked about ROI and that is holding them to make significant investments. Marketing managers need to be comfortable with the social media metrics like active users, engaged users, evangelists etc
•Having said that however, India is a market, which once convinced, adopts newer technologies and business models very fast. Hence once marketing managers are convinced about this new media, we will see tremendous change in initiatives and outlook. Even till today a lot of brands have done some exciting stuff for Indian audiences on social web like
Companies get the basics right in developing
and reliably delivering on a compelling brand
promise.
Social media make it more urgent than ever that
Created by : Anirudh Gupta,
Indian Institute of Technology Guwahati,
during an internship with
Prof. Sameer Mathur,IIM Lucknow,
www.IIMInternship.com
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