POWERFUL BRANDING TECHNIQUES

THROUGH SOCIAL MEDIA

PANA 2016 GMM Sessions

September 29, 2016

Peter JuanDirector of Social Media, Wunderman Manila

Questions, comments or tags:

@peterjuan

K E Y P O I N T S F O R T H I S S E S S I O N

BRANDING

MATTERS

BRANDING

TECHNIQUES

ON SOCIAL

MEDIA

BEYOND

SOCIAL MEDIA

BRANDING MATTERS

Branding is endowing products and services with the

power of a brand(Kotler & Keller, 2015)

What is a brand?

A brand is the sum total of all

the impressions a customer

has, based on every

interaction they have had with

you, your company, and your

products.

Each one of these interactions

tells a story to your customers.

Reference: Global Web Index.

The challenge

As soon as audiences could opt out of ads, it became harder

and harder for brands to buy fame.

Soon enough, it became a lot more difficult for brands to make

a cultural impact.

Why does it matter?

Branding helps people identify your organization

It’s what differentiates your company from the competition

It helps you build trust with various stakeholders

It provides you with a guide that keeps your strategy clear and focused

It helps you connect with customers emotionally

Why does it matter?

In 1975, PepsiCo fired the first shot in the Cola Wars with a simple and

effective experiment, the Pepsi Challenge

Why does it matter?

Reference: Neural Correlates of Behavioral Preference for Culturally Familiar Drinks (http://www.sciencedirect.com/science/article/pii/S0896627304006129)

Why does it matter?

The fastest way to your consumer’s

heart is through the hippocampus and

dorsolateral prefrontal cortex

(Old Chinese Proverb)

CONSUMER EXPECTATIONS

Consideration

Active Evaluation

Experience

Advocacy

Loyalty and Brand Love

Purchase

Discovery

BRANDING TECHNIQUES

ON SOCIAL MEDIA

Know thyself(Socrates)

The Golden Circle

Why = Purpose. Why do you exist

as a brand? What do you believe?

What is your cause?

How = Process. The specific actions

you take to actualize the why.

What = Result. What do you do?

The result and the proof of why.

Develop your

Social Media Persona

Persona Nickname:

Age

Sex

I am

I like

My tone of voice is

My tone of voice is not

I like talking about

I never talk about

Things to consider when

crafting your persona:

– The company culture

– The audience

– Authenticity

Develop your

Social Media Persona

Be consistent

Establish a regular publishing

schedule and try to stick with it.

Be consistent with themes and

topics that you want to discuss.

But always leave room to optimize.

Choose the appropriate networks

Choose the appropriate networks

Choose the appropriate networks

Reference: Sprout Social; Pew Research Center

Maximize visual branding

And no, this doesn’t mean,

“lakihan mo yun logo.”

Things to consider when crafting

your visual style for social media:

– Use the same DP across your

social media channels

– Use colors to your advantage

– Use templates

– Create a filter guide

Maximize visual branding

Build relationships with influencers

But please keep in mind that

influencers should not be

determined based solely on the

number of their fans/followers

Find and nurture brand

ambassadors

You don’t even need to look too far.

– Find volunteers from within your network.

– Establish a brand engagement taskforce with your employees and trusted suppliers.

– Empower active and passionate members from your own online communities

BEYOND SOCIAL MEDIA

Go beyond social

Take it offline

We must always strive to make a

tangible difference in our

customers’ lives

Thank you!

2013 2014 201520122011

Started in 2011,

deeply experienced in

creative digital solutions.

Digital hub of Microsoft

Hyper growth since

2011

from 25 to 70 people

Digital & social hub of

Microsoft & Nokia

Started winning

awards

for local clients

Only 5 years in the

Philippines & is

already

making waves

WHO WE ARE

peter.juan@wunderman.com

Unit 702 & 703,7/F Equitable Bank

Tower

8751 Paseo de Roxas

1227 Makati City, Philippines

+63 (2) 720 7503

Schedule a free consultation!

Certified Digital Marketer: www.imadigitalmarketer.com |

02 927 0096

aisleen@elearningedge.net; 09178641019