positioning in social media
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Positioning in Social MediaTRANSCRIPT
Positioning with Social Media
@SwamiSchulich | @rvnrahul
Consumers want to be in the boardroom for co-creation of products & marketing.
• Is Social Media an enabler or main driver of business
• My business is well on track-Why should i reinvent
• How will social media impact sales/bottom-line
• Marketing Resources are limited-Other channels are time tested-WIFM( what’s in for me)
• What are the risks of not leveraging Social Media
• Paradoxes exist like Walmart, Berkshire Hathaway
Does Classical positioning still have merit in the world of social media
Social Media must not remain part of Marketing Strategy but should be a component of Corporate Strategy.
Questions
Social Media - Changing Perspectives
Changing Segmentation rules No Longer constrained by demographic or
psychographic rules. Governed by passion, interest and other tribal characteristics
Engaged Customer Consumer voice/ Emotions/ Grievances/ opinions/
perceptions/ biases
Convergence of media/ education/ relationships/
communication/ ecommerce
Social media at the forefront of decision making for Buying behavior/ Personal branding
Speed and relevance Internet & Globalization
Risks of missing the boat Traditional marketing are based on attribution theory.
The effect can be devastating- Marketers fear of loosing control
Is it measurable Netnography-Ethnography & other metrics-Audience
engagement, Share of voice, Conversation reach
The FundamenTals oF posiTioning haven’T changed. The Rules of Engagement have.
Know Thy Audience
Audience is no longer limited by boundaries or demographics.
The Brands need to understand ‘the needs of the many’ in the changing environment.
Need - Its not Just Product Anymore
Discernible Frame of Reference
With boundaries diminishing, Brands must now compete in Gigantic and intricate frames of reference.
Refreshingly Different
Brands need to be as distinctive as possible to be able to attract and engage consumers.
Passionate Belief
Brands to consistently prove their passion and product for consumers to believe.
Analysis
SWOT
Competitor
Cost-Benefit
Social Media Uses
External
Internal
Social Media Tool
Custom Blogs
Identify IT Governance Issues
Key Issues
Strategy
Short Term
Long Term
Positioning Strategy
Social Media Positioning Process
• Have latest and relevant information at your Dashboard
Build Knowledge Base
• Discuss, share and vet new ideas bring new ideas to market faster
Generate New Ideas
• Connect product teams and distributors with customers.
Connect the Pack of Stakeholders
• Keep employees connected at work and at a personal level; spreading positivity
Employees-Informed & Connected brand ambassadors
• Stay in touch with brand communities & create new consumer segments
• Avoid United Airlines - like situations
• 90% of online users are lurkers, 10% spreaders, 1% creators
• Lack of control – Butterfly effect and long tail effect
Online awareness & Crisis handlings
Benefits of Engagement
Location based loyalty promotion through
foursquare
High Customer Engagement on
Starbucks
• High level on consumer engagement – Starbucks customers for an active and passionate Tribe.
• The customers form an important part of the community.
• The dialogue online is interactive rather than one sided.
• The Channels are used for engagement rather than promotion.
• Location based promotion incentivises Tribal Behaviour.
• Consistent Positioning across All Media.
Starbucks – Social Media Campaign
Coca Cola
“The most effective strategy to drive revenue for a business is to build the community, earn members’ trust and delicately ask for their permission to market your services”, Seth Godin.
• Coca Cola Embeds within the community. The page that was created by its fans was made official while letting the creators retain control. The page doesn’t just listen but it gets the community involved.
• Digital engagement matched by Offline engagement.
• Consistent Positioning across All Media.
Coca Cola – Social Media Campaign
Customers want to be involved with companies. Bring them in the boardroom to improve the relationship.
44% CONVERSATIONS
Venkata Naga Rahul, Rani @rvnrahul [email protected] http://ca.linkedin.com/in/rvnrahul http://www.flickr.com/photos/rvnrahul/
Swaminathan Sundarrajan @SwamiSchulich [email protected] Linkedin: swaminathan sundarrajan