socializing your brand: why social media should inform branding - and vice-versa
DESCRIPTION
Want to know what consumers really think about your brand? Scrap the expensive, worldwide tour of focus groups – social media will give you more genuine and insightful answers. Learn how you can get useful consumer insights about your brand from social media. Using surveys, polls and social monitoring tools, your brand can benefit from gathering data on interesting brand perceptions, untapped audiences and new trends in the marketplace. Since brand-building is a two-way street, find out how you can effectively bring your brand to social media while making the acknowledgment of these new findings and audiences a key strategy in using such platforms.TRANSCRIPT
Why social media should inform branding – and vice-‐versa
Presented by Jessica Carlson, Social Media Manager at Off Madison Ave [@jessicahcarlson, #socialmediamanager at @offmadisonave]
SOCIALIZING YOUR BRAND
“Consumers themselves have become ar;culate…They are banding together, becoming be?er educated and organized, with a growing familiarity for the mechanics of adver;sing.” Consumers have “suffered from decep;ve and stupid adver;sing” long enough, and it is only inevitable that power should shiF to them in an economy that has moved from scarcity to abundance. “These changes have tended to make consumers more cri;cal and have enhanced their importance.”
-‐ Kenneth Dameron, “The Consumer Movement,” Harvard Business Review
3 SIMPLE STRATEGIES TO TRANSLATE YOUR BRAND TO SOCIAL MEDIA
TONE & VOICE • Take some personality quizzes –
from your brand’s perspec;ve. • Pretend your brand’s at a cocktail
party and has had a drink or two.
CONTENT • Focus on the brand’s stories and
values that ma?er to your audience – but get crea;ve in how you communicate them.
COMPANIES THAT HAVE SUCCESSFULLY TRANSLATED THEIR BRAND TO SOCIAL MEDIA
COMPANIES THAT HAVE SUCCESSFULLY TRANSLATED THEIR BRAND TO SOCIAL MEDIA
COMPANIES THAT HAVE SUCCESSFULLY TRANSLATED THEIR BRAND TO SOCIAL MEDIA
MARKET RESEARCH & MARKET INSIGHTS, PRE-‐SOCIAL MEDIA
Email Survey $4,000
Mail Survey $6,000 (200 Responses)
Phone Surveys $5,000 to $15,000
Focus Group $5,000 (10 Par;cipants)
Average Cost for TradiTonal Market Research
Source: Entrepreneur
MARKET RESEARCH & MARKET INSIGHTS, PRE-‐SOCIAL MEDIA
• Credibility of Answers • Select people can influence others’ answers in focus groups. • In email, mail and online surveys if miscommunica;on
occurs, there’s no way for a par;cipant to tell if their answer is accurate.
• If it feels like work, they’ll treat it like work.
• Limited Reach • Limited to the amount of people who show up.
EMERGING MARKETS, PRE-‐SOCIAL MEDIA
USING SOCIAL MEDIA FOR MARKET RESEARCH
• Wider reach while s;ll allowing for audience control. • Targe;ng • Immediacy
• Less expensive to essen;ally free. • Time • Adver;sing • Incen;ves
• Market research ques;ons can be masked as engaging content.
• Opportuni;es to reach new audiences can quickly be discovered.
SIMPLE TACTICS
This or That? • Garner insights by
requiring your audience to choose between two op;ons.
This or That? • Or, let your audience help make important marke;ng decisions.
Which is Fake?
SIMPLE TACTICS
Fill in the Blank…
• Sen;ment • Brand Values • Percep;ons • Demo Insights • Product Insights • Reviews • Demand • Feedback
SIMPLE TACTICS
Polls & Surveys
• Using “likes” to gauge demand or sen;ment.
• Using applica;ons to garner audience insights.
SIMPLE TACTICS
Simply Ask • Find out how
they’re using your services or products.
• Find out how oFen.
• Find out how they feel about your brand values.
SIMPLE TACTICS
TACTICS TO GLEAN MORE
Listening
• Insights into brand adop;on by new audiences.
• Percep;on of brand values and searching for inconsistencies or new opportuni;es.
• Influencer demographics. • Brand sen;ment aFer a crisis.
Online Focus Groups and Interviews
• Find key influencers among emerging audiences and pick their brains for more insights into how to best reach them.
• Track users that have generated interes;ng insights into your brand and invite them to an online focus group.
TACTICS TO GLEAN MORE
In-‐Depth Surveys
• Promote surveys on your social media outposts to glean further informa;on on: • Brand percep;ons • Their expecta;ons in following the brand • Demographic informa;on • Point in the purchase cycle
TACTICS TO GLEAN MORE
USING FINDINGS TO RESTRUCTURE YOUR BRAND AND MARKETING STRATEGY
• Donors include Will Smith, Adam Lambert and countless children.
• One boy gave up his Christmas to donate money and many children have given their allowances.
• Current brand values include passion without boundaries, technology for good, the audacious is a?ainable, start small, li?le things can change lives.
USING FINDINGS TO RESTRUCTURE YOUR BRAND AND MARKETING STRATEGY
• Add new meaning to the brand values of “li?le things can change lives” and “passion without boundaries.”
• Increase the promo;on of water for schools.
• Keep sharing these stories on social media outposts, but consider building those specific to just children.
