brand - social iconography

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Brands - Social Iconography A one-week study of Facebook/Twitter icons in print ads in Bangalore and the brand experience therein

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Use of Social Media logos in Print Media. A week's study of ads in Bangalore Times and the brand experience therein.

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Page 1: Brand - Social Iconography

Brands - Social Iconography

A one-week study of Facebook/Twitter icons in print ads in Bangalore and the

brand experience therein

Page 2: Brand - Social Iconography

It all started with

Page 3: Brand - Social Iconography

Which led me to

• Wonder if this was an anomaly or a standard practice

• So, I decided to do a simple research on social media icons in print ads

• Using Bangalore Times• From 13th – 19th May • Considering all brand ads with

Facebook/Twitter icons

….and this is how I rated them Despite the imagery, no brands

were harmed during the making of

this report

Page 4: Brand - Social Iconography

Thou shalt be judged on

• Prominence of icons in ad• Social media details given in ad• Adherence to best practices on Facebook/Twitter

brand pages• Use of tools (Facebook)• Conversations• Strategy (if any)

Page 5: Brand - Social Iconography

• Facebook and Twitter icons prominently displayed, but no name, handle, url mentioned• Facebook search results

has many official sites and fan made pages, but nothing officially Indian.

• Playboy Footwear account belongs to L.A

NA/5

NA/5

#18

Page 6: Brand - Social Iconography

• Prominent display of icons, but no names/urls• The obvious name/handle is

not owned by the brand on Facebook/Twitter• Facebook url turned out to be

Franco-Leone-Shoes-Pvt-Ltd• 341 Likes• Information, photos updated• No conversation

• Twitter account not found

NA/5

1/5

#17

Page 7: Brand - Social Iconography

• Prominent display of Facebook and Twitter icons• No mention of

name/url• Facebook search

for RedTape (not Red Tape) yielded this as first result• 7485 Likes• Minimal Info,

many photos• No conversations

2/5

• Twitter Search for Red Tape (not RedTape!!) yielded results for a US account• Account has 1 Following and 24 Followers• Inactive since Jul 09

NA/5

#16

Page 8: Brand - Social Iconography

• Facebook and Twitter icons displayed reasonably well, but no url/name/handle• Facebook search leads to

many results. Requires sifting to find the official account• Page has 133 Likes• Info updated• No Wall

• Twitter handle obtained by a BrandFactory search - @brandfactoryFG• Bio, DP updated• Account has 2 Following

and 0 Followers• Announcements• Inactive since March

1/5

1/5

#15

Page 9: Brand - Social Iconography

• Facebook and Twitter icons well displayed but no name/handle/url• A Facebook Search easily gets

you there• Facebook Page has 115 Likes• Info, photos updated• No conversations, but

democratic

• A Twitter Search gets you there thanks to John Abraham• Account has 1 Following, 6

Followers• Announcements, no interactions

2/5

The one who started it all

1.5/5

#14

Page 10: Brand - Social Iconography

• Clear display of Facebook and Twitter icons and url• Facebook page has 349

Likes• Features apparel photos

and videos• Information updated• Not much in terms of

conversation• Connected to twitter

account with a dedicated tab

• Twitter account has 11 following and 25 followers• Bio, Background, DP updated• But updates almost seem automated with no

interaction

2.5/5

1.5/5

#13

Page 11: Brand - Social Iconography

• Facebook icon and url quite prominent• Could’ve used a smaller

page name though• Facebook Page has 221

Likes• Info, Photos, Videos

updated• Announcements• Conversational• Tab for the campaign

2.75/5

#12

Page 12: Brand - Social Iconography

• Facebook & Twitter icons almost hidden thanks to denim background• No mention of url/name/handle• Simple search on Facebook gives

results• Facebook page has 37100 Likes• Information, photos updated.

Questions used, but minimally• Puzzle app leads to website• No conversations

2.75/5

• Only basic search required• Account has 80 Following, 160

Followers• Announcements. Not Interactive• Inactive since April

1.5/5

#11

Page 13: Brand - Social Iconography

• Facebook icon and url prominently displayed• Facebook page has 4973

Likes• Info, Photos updated• Information

dissemination, including events• No conversations, but

link to queries’ page

3/5

#10

Page 14: Brand - Social Iconography

• Facebook icon and url prominent. ‘Like Us’ sounds like a Kareena command • Facebook Page has 2166 Likes• Info, Photos, Videos updated• Incentive to Like• Tabs used but execution could have been better

3/5

#9 (the brand, Kareena, not you)

Page 15: Brand - Social Iconography

• Facebook icon and url very prominently displayed• Facebook Page has 379

Likes• Info, Photos updated• RSS Feed has a bug• IPL quiz in progress• Starts conversations on

other relevant Fan Page Walls• Conversational

3.25/5

#8

Page 16: Brand - Social Iconography

• Facebook icon displayed prominently but no name/url mentioned• Fan made Page more easily

recognisable in Search• Facebook Page has 135

Likes• Info, Photos updated• Neatly done Store locator

and Collection tabs• Also has a Rewards

Program tab• Interesting ‘Travel

Thursdays’ content plan, in addition to announcements• Conversational

3.25/5

#7

Page 17: Brand - Social Iconography

• Facebook icon and url prominent• Facebook Page has 42318 Likes• Info, Photos, videos updated• Tabs for specific models• ‘Likes’ other Audi accounts• Extensive use of Notes• Reasonably conversational

3.25/5

#6

Page 18: Brand - Social Iconography

• Facebook and Twitter icons and url prominently displayed • Facebook Page has

103895 fans• Info, Photos updated• Linked to twitter,

YouTube• Polls used, not Events• Tabs used for various

campaigns including a ‘Wish Ranbir’• Announcements and

some conversations

3.25/5

• Bio, DP, Background updated• Account has 51 Following, 506 Followers• Only announcements, no conversations

3/5

#5

Page 19: Brand - Social Iconography

• Facebook icon and url reasonably prominent• Facebook page has 103992

Likes• Incentive to Like and to

invite Friends to Like• Info, Photos updated• Events, Polls used well• Tabs used for different

campaigns• Storefront leads to website• Many quizzes but no

conversations

3.25/5

#4

Page 20: Brand - Social Iconography

• Facebook and Twitter icons and url almost hidden in dealer panel, but name, handle mentioned• Facebook page has 12140

Likes• Info, Photos updated• Storefront leads to website• Also has a Corporate Gifting

enquiries form• Interactive, with Trivia and

Quizzes• Conversational, but minimally

so• Twitter account has 442 following and 967

followers• Bio, Background, DP updated• Trivia questions and announcements.• No conversations

3.5/5

2/5

#3

Page 21: Brand - Social Iconography

• Facebook icon and url as prominent as possible • Facebook page has 13238 Likes• Info, photos, videos updated• Notes used well for T&C • Linked to Ustream and YouTube• A customised app for a campaign• Very Conversational

3.75/5

#2

Page 22: Brand - Social Iconography

• Facebook and Twitter icons almost hidden, but name, handle mentioned• Facebook page has 793733 Likes• Storefront linked to First Citizen Club • A Tweet20 Contest app• Info, Photos, Videos updated• Good Use of Events• Interactive Quiz• Extremely Conversational

4/5

• Bio, DP, Background updated• Account has 437 Following, 1072 Followers• Tweet20 Quizzes in progress• Conversational

3.5/5

#1

Page 23: Brand - Social Iconography

Observations

• Only about 25% of the ads in the period had social media icons (22/ approx 90)– Surprising to see many large, international brands,

known for their savvy, missing • Presence ranged from randomness to checklist

material to experimentation to beginnings of strategy

• Apparel and accessories dominate (11/18)

Page 24: Brand - Social Iconography

Observations

• There is definitely some movement towards social commerce

• The Top 7 seem to have some notion of strategy

• Surprising to see Brand Factory doing so miserably when others in the portfolio – ezone and BigBazaar seem to be understanding the space much better.

Page 25: Brand - Social Iconography

After more than 8 years of working with brands such as WorldSpace, MidDay and The Times Group, I decided to take a break and work for myself. These days, I am an independent brand and social web consultant, blogger, and a columnist for Bangalore Mirror. And yes, I do have a couple of icons to share.

About Me

http://www.linkedin.com/in/manuprasad

https://twitter.com/manuscrypts

www.manuprasad.com/blog www.manuscrypts.com