branding with social media

30
BRANDING WITH SOCIAL MEDIA ABDULMENAN SHERIF SEYDI AHMET ÖZKAYA VELI BAHÇECI 21/04/2014

Upload: veli-bahceci

Post on 26-Jun-2015

112 views

Category:

Marketing


2 download

DESCRIPTION

What's social media? Why it is important for brands? Which social media channel is needed for your brand? How must be a social media management for brands? Social media communication examples...

TRANSCRIPT

Page 1: Branding With Social Media

BRANDING WITH SOCIAL MEDIAABDULMENAN SHERIF

SEYDI AHMET ÖZKAYA

VELI BAHÇECI

21/04/2014

Page 2: Branding With Social Media

WHAT’S THIS WHOLE SOCIAL MEDIA?

Page 3: Branding With Social Media

IT’S NOT TRADITIONAL MARKETING…

Page 4: Branding With Social Media

IT’S NOT DEFINITELY ADVERTISING…

Page 5: Branding With Social Media

SOCIAL MEDIA DEFINES THE ACTIVITIES;

That integrate technology, social interaction and the sharing of words, images, video and audio.

Page 6: Branding With Social Media

IN OTHER WORDS;

Social media is a conversation that takes place online.

It’s a conversation more people are joining every day.

Page 7: Branding With Social Media

FOR EXAMPLE LIKE THESE GUYS,

• By 2010, millennials outnumbered baby boomers

• $350 billion in spending power

• Spend over 16 hours a week online

• 96% have joined a social network

They care about what their friends think and what they like, not traditional marketing and ads

Page 8: Branding With Social Media

OR LIKE THIS AUNT,

• 41% of baby boomers have visited a social networking site• +55 Women fastest growing demographic on Facebook• More stable, dependable income

Page 9: Branding With Social Media

OK I GOT IT. BUT WHY BRANDS SHOULD CARE?

BECAUSE 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY. - Forrester, The Growth Of Social Technology Adoption, 2008

BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS. - Nielsen, Global Faces & Networked Places, 2009

BECAUSE VISITING SOCIAL SITES IS NOW THE 4TH MOST POPULAR ONLINE ACTIVITY—AHEAD OF PERSONAL EMAIL. - Nielsen, Global Faces & Networked Places, 2009

Page 10: Branding With Social Media

HIMM… WHAT ELSE?

BECAUSE TIME SPENT ON SOCIAL NETWORKS IS GROWING AT 3X THE OVERALL INTERNET RATE, ACCOUNTING FOR ~10% OF ALL INTERNET TIME. - Nielsen, Global Faces & Networked Places, 2009

BECAUSE SOCIAL MEDIA IS DEMOCRATIZING COMMUNICATIONS.

BECAUSE SOCIAL MEDIA IS LIKE WORD OF MOUTH ON STEROIDS.

Page 11: Branding With Social Media

BUT WAIT, THERE’S MORE.

93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY / BRAND SHOULD HAVE A PRESENCE IN SOCIAL MEDIA. - Cone, Business in Social Media Study, September 2008

Page 12: Branding With Social Media

ADDITIONAL STATS.

“For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.” - BusinessWeek, February 19, 2009

Page 13: Branding With Social Media

SOCIAL MEDIA IS SO MUCH MORE;

1. Public relations

2. Customer service

3. Loyalty Building

4. Collaboration

5. Networking

6. Thought leadership

for brands…

Page 14: Branding With Social Media

AND CUSTOMER ACQUISITIONS TOO…

Page 15: Branding With Social Media

WHY CONSUMERS FOLLOW BRANDS?

Page 16: Branding With Social Media

WHAT THE BRANDS NEED TO DO?

Page 17: Branding With Social Media

1. DEFINE A SOCIAL MEDIA STRATEGY (1/3)Like all conversations, the key to social media begins and ends with listening.

LISTEN YOURSELF, LISTEN TO OTHERS

• What channels does the brand currently use? Websites – Email – Outreach programs – Direct Marketing – Phone – Newsletters

• What tone do these channels convey? • Who are the intended targets? • Is the brand reaching its intended targets? • Do these channels reflect brand’s mission? • What overall message does the brand communicate? • What’s missing? • Where do these channels fall short? • Are there people the brand should target but aren’t?• Online, is the brand passive participants or active engagers?

Page 18: Branding With Social Media

1. DEFINE A SOCIAL MEDIA STRATEGY (2/3)

You know your target. You know your resources. Now, what do you want to achieve?

DEFINE YOUR GOALS

• Build better relationships? • Raise awareness about your cause? • Increase website traffic? • Build up your base? • Inspire people to action? • Increase donations?

Page 19: Branding With Social Media

1. DEFINE A SOCIAL MEDIA STRATEGY (3/3)How would I define my organization in a single, simple phrase?

CLARIFY YOUR MESSAGE

• Focused and on point • Have a cohesive, unifying theme • Easily grasped by short attention spans

SELECT CHANNELS

• What channel best suits: • My goals? • My brand story? • My resources? • My target?

Page 20: Branding With Social Media

2. PROMOTE YOUR BRAND

Be every meaningful channel!

Stay connected and promote yourself throughout the social media landscape.

Page 21: Branding With Social Media

3. DON’T ASSUME S.MEDIA IS THE ANSWER TO EVERYTHING

• If your product sucks, social media won’t fix it.• But if your customer service sucks, social media can help.

• Social media may help your profit arise, but it is not the main aim.

• You can gain customer on social media, but it is not the same meaning they are loyal.

• If your company’s word of mouth sucks, social media can help.

• If your repeat business sucks,

social media can help.

Page 22: Branding With Social Media

THE BASIC RULES.

#1: LISTEN

#2: ENGAGE

#3: MEASURE

Page 23: Branding With Social Media

BRAND MANAGEMENT ON SOCIAL MEDIA

•Be different•Be positive•Be consistent

Page 24: Branding With Social Media

DIFFERENT / UNIQUENESS

•USP( Unique Selling Proposition)•Be in line with your brand’s characteristics on social media

Page 25: Branding With Social Media

NIKE+ PLATFORM

• Digitally based system that tracks your body movement and physical activity

• 5 million customers to interact with friends

• Other brands of training shoes don’t work with the same platform

• It’s a clever way to retain people within the brand family

Page 26: Branding With Social Media

MOVEMBER• To raise awareness for men’s health

problem such as prostate cancer• It raised $120 billion for prostate cancer research• An easy and funny way to talk about health problems of men• During November, #Movember dominates social media

Page 27: Branding With Social Media

POSITIVITY

Does not mean that you can't allow any criticism or negative feedback.

The sum total of the negativity and the positivity associated with your brand should have a positive balance.

The biggest mistakes a brand can make:

• Ignore negative feedback• Respond to negative feedback by being negative• Lie or be elusive while trying to come out of a conflict

Page 28: Branding With Social Media

CONSISTENCY

• Consistency is the far better than rare moments of greatness

• It is sum of small efforts repeated day in and day out

• Be only where you can be regularly

• Let people know what to expect from you

Page 29: Branding With Social Media

AS A MARKETER

You have to know that social media may be here to stay. But the tools are temporary.

So; be aware to all improvements on social media.

Ex: Do you remember Friendster?

• First big online social network • Founded in 2002 • Gained 3 million members in first few months • Quickly lost out to MySpace, then Facebook • Now only popular in Asia

Page 30: Branding With Social Media

CONCLUSION:

We don’t know. Google it!