branding & social media
Post on 17-Jul-2015
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So…What is a Brand?Brand
=Unique
What is considered online As “Brand”
• A brand is a name, term, design or other feature that distinguishes one seller's product from those of others.
• Emails & Newsletters
• Website
• Social Media
• Content Syndication –RSS
• Online Events
• Digital Press
• Podcasts
• Search Engine Marketing
and What makes a Brand?What are online “Content "distribution channels
Som
e c
hannels
…
Tangibles of brand equity
.
Setting Up The KPI
•Shape•Colour•Size•Models•Price•Features•Benefits
• Grades
Intangibles of brand equitySetting Up The KPI Does It matter ?
•Company name•Brand name•Slogan and its underlying associations•Perceived quality•Brand awareness
• Customer base• Trademarks and
patents• Channel relationships• Customer loyalty• Customer confidence• Competitive
advantage
Creating the brand
Hmmm….!
•Choosing brand name•Developing rich associations and promises•Manage customer brand contacts to meet and exceed customer expectations
Brand names should denote
1. Product benefits2. Product quality3. Be easy to
pronounce/remember/recognize4. Be distinctive5. Not have poor meanings in other
countries or languages
Enough !!!
Let’s start communicating about Strategy…
But before we go over the Strategy Just Have a look on the following Funnel.
Optimization
Every Marketing strategy objective should be SMART. In our Social Media Strategy We are introducing something new as an Objective & I named it REAL SMART.
Brand Optimization through Social Media
Categorize it…The Concept of REAL SMART
•KPI (key performance indicator) Optimization
•Brand Optimization
KPI Optimization
There is 4 degrees in the sales funnel. Our Social Media KPI funnel is basically inspired by the same. We’ve developed the five degrees in the Brand funnel as listed following.1. Stranger 2. Visitors 3. Leads 4. Customers5. Promoters
Setting up the KPI’s
Reach X reach in month
Demographics and Location 25 to 65 UK, Sweden, Norway & Australia
Engagement X number of Engagement
Likes and Shares X Number of Like and shares
Comments X to Y Numbers of Comment & share
Mentions X to Y numbers of mentions
Retweets X to Y numbers of Retweets
Traffic Data X number of traffic & website
OUR Voice
Character/Persona Tone
Friendly Personal
Warm Humble
Inspiring Clinical
Playful Honest
Authoritative Direct
Professional Scientific
OUR VoiceStephanie Schwab of Social Media Explorer breaks down a brand’s voice into four categories: Character/Persona, Tone, Language, and Purpose.
EngagementBy definition is…
A marketing strategy that directly engages consumers and encourages them to participate in the evolution of a brand.
WIKI
Humanize
Be Flexible
Keep It
Simple
Listen to & study
your customers on all
channels
Optimized web site for mobile phones
Do not waste their time
Be Keen to get
feedback
Branded Web
site
EngagementSo, what can I do to engage my
customers?
Why Social Media BrandingBecause social Media will...
Build TRUST
Generate Targeted Traffic
Increase Audience & Reach
Engage Audience
Increase on-the-spot Conversion
Build Connections & Relations
Provide Thought Leadership
Increase WOMHelp Prospects understand You
+
Speaking about Social MediaDid Marketers use change in 2015?
Increased dramatically from 2014 to 2015
Face book: 71 %
LinkedIn : 28 %
Pinterest: 28% Facebook : 30
%
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