The one thing you must get right when

building a BRAND

Module 4

Most companies

have cottoned on to social

media as tools for

engagement and

collaboration

The companies are exploiting the many opportunities presented by

social media while keeping

an unwavering eye on the brand promise.

Ford - Fiesta Movement

American Express - OPEN Forum

Procter & Gamble - Beinggirl.com

Social media can boost awareness of brand, trial,

and ultimately sales, especially when a campaign

goes viral.

But most importantly social media provides rich, unmediated customer

insights, faster than ever before.

Enhance the Marketing

playbook rather than rewriting it

great brands share four fundamental qualities:

Communicate

clear

customer

Promise

Build Trust Continual

Improvement

Innovation

Beyond the

Familiar

THE VIRGIN ATLANTIC AIRWAYS

MODEL

Communicate Clear Customer Promise.

VAA uses social media to check that the brand promise is both understood and relevant

They learn what people are saying in call centres, websites, and public opinion.

Keep all its social media activities true to and in support of the brand values

Build Trust

Service delivery

Websites - up to date and accurate

“Rapid response” solutions Via Twitter Facebook

Continual Improvement

Customer Complaints

Travel Blogs . The most-read section of Virgin Atlantic’s Facebook page includes travel tips from crew members

VAA Arranged taxi sharing for passengers of same flight

Innovation Beyond the Familiar

Flight tracker (real-time Aircraft positions) and VVA iPhone app

Facebook Flight Status App (first for any airline)

Flight Club Flight Entertainment systems @ “Premium Economy Class”

Many companies

in India have

realised the importance of

social media in Brand establishment

Module 3

We see flipkart

promotions everywhere.

They actively participate

in social media

marketing and have

successfully engaged a

major chunk of loyal

Indian customers.

It created a quiz for

football fans during

world cup 2014. Only

Indians could participate

in this contest and were

required to follow coffee

café day on twitter and

use #CCDfootballquiz.

Tata Nano launched a

social media campaign,

geared towards the

youth. It consisted of

youth centric pictures and

slogans. The campaign

was a hit as it

successfully reached to

its target audience and

the objectives of the

campaign were fulfilled.

They engaged in a lot of

social media activities

during the time when the

‘Mahabharata’ series was

launched. The author of the

series, mr. Devdutt Paitnaik

was engaged in a twitter

chat with the followers of

the channel. Also, there

was a social media game

based on the series.

OnePlus’ marketing

strategy was so effective

that they managed to

grab the word’s attention,

as traffic to the product’s

website comes from all

corners of the globe.

Marketing teams of corporate brands are

constantly at war with each other

Even Political Organisations and

Leaders have noticed the influence of

social media on people and have started

using it as an asset

Narendra Modi’s twitter account is among most followed accounts on twitter. He has successfully used social media in each and every campaign he initiated. For example: #SwachhBharatAbhiyan #SelfieWithDaughter #YogaDay #AcheDin

Narendra Modi Prime Minister of India

Smt. Sushma Swaraj (Minister of External Affairs of India)

She is widely popular for her very active twitter account and frequently addresses the grievance's of people on social media

Some theoretical

concepts inspired from

“Kotler”

Module 2

Customer relationship management

Social Media promotes Customer empowerment thus fulfilling purpose of CRM. It helps to make the brand relevant to customers.

Approach to managing a company's Interactions

with current and future customers.

Marketing Intelligence System

It systematically gathers and processes critical

Business Information for marketing decisions.

Social Media is a great source for MIS.

Customer reviews and expert opinions

on public blogs

Market segmentation

It involves Dividing a broad target market into

subsets of consumers and then designing and implementing strategies to target them.

Social Media marketing campaigns are generally designed for particular segments

Brand Equity

The commercial value that derives from consumer

Perception of the brand name of a particular

product rather than from the product itself.

SM provides a simpler path to establish brand equity of some brand. Brands considerate to customers feedback on social media are liked by consumers

Customer Database

Social media is a gold mine of

information. It helps in deciding

offers for different

customers. and thus deepen customer

loyalty.

Post purchase Actions

Online reviews play an important role in Post

purchase Actions

of a customer, making the customer feel delighted

or disappointed from the purchase!!

Post-Purchase Behaviour is the stage of the Buyer Decision

Process when a consumer will take additional action,

based purely on their satisfaction or dissatisfaction.

tips to create Outstanding

presentation

Module 1

Plan Analog

Be Simple

Use Emotions

Have A Killer Opening Slide

Use high quality and relevant images

Incorporate interesting fonts

Be Creative

Do old things in New way

Use Story telling to make your stories stick

Give An Awesome Delivery

thank you

Disclaimer

Created by Kartik Singla, Thapar University,

during an internship by Prof. Sameer Mathur,

IIM Lucknow.

www.IIMInternship.com