We (not they) decide what our brand is about!

Kodja Consulting © Ilkka Kauppinen 2009

http://bit.ly/RTzPehttp://bit.ly/RTzPe

HAVE WE LOST HAVE WE LOST ALL CONTROL?ALL CONTROL?

?#1?#1

DID YOU SLEEP DID YOU SLEEP WELL?WELL?

SEOSEO

TWITTERTWITTER

BLOGBLOG

RSSRSS

http://bit.ly/EHNFVhttp://bit.ly/EHNFV

Kodja Consulting Ltd. - Internet Marketing ServicesKodja Consulting Ltd. - Internet Marketing ServicesIlkka KauppinenIlkka Kauppinen

www.linkedin.com/user/ilkkakauppinenwww.linkedin.com/user/ilkkakauppinen www.twitter.com/ilkkakauppinenwww.twitter.com/ilkkakauppinen www.facebook.com/ilkkakauppinenwww.facebook.com/ilkkakauppinenhttp://picasaweb.google.com/ilkkakauppinenhttp://picasaweb.google.com/ilkkakauppinenwww.flickr.com/ilkkakauppinenwww.flickr.com/ilkkakauppinen www.marketingtourism.infowww.marketingtourism.infowww.matkailumarkkinointi.comwww.matkailumarkkinointi.comhttp://matkailumarkkinointi.blogspot.comhttp://matkailumarkkinointi.blogspot.com ilkka.kauppinen@marketingtourism.infoilkka.kauppinen@marketingtourism.info

Internet-marketing Social Media

Brand Social Media Plan

INTERNET INTERNET MARKETINGMARKETING

INTERNETINTERNETMARKETINGMARKETING

Internet marketing toolsInternet marketing tools

Newsletters and RSS-feedsNewsletters and RSS-feeds Social mediaSocial media

Internet advertisementInternet advertisement Affiliate marketingAffiliate marketing

Games and virtual worldsGames and virtual worlds

Internet marketing toolsInternet marketing tools

Search engine marketing Search engine marketing LinkingLinking MobileMobile

Maps and GPSMaps and GPS www-siteswww-sites

WWWWWW

www-site Picture gallery

Mobile

Social network

Video gallery

Map service

Community Social network

Mashup

www-sitewww-site

http://bit.ly/XFhrdhttp://bit.ly/XFhrd

SOCIAL SOCIAL MEDIAMEDIA

?#2?#2

TARGET GROUPTARGET GROUP

BRANDBRAND

* Pricing

* Distrib

* Distribution

* Quality

* Presence

* Awareness

* Reputation

* Image

* Benefits

* Positio

ning salience

* Positioning salience

* Preference

* Share of m

* Share of market

* Customer commitm

* Customer commitment

LYNN, U. 1995

BRAND BRAND IDENTITYIDENTITY

www.lappset.dkw www.lappset.sewwww.lappset.com

DOES SOCIAL DOES SOCIAL MEDIA REALLY MEDIA REALLY

INFLUENCE INFLUENCE YOUR BRAND?YOUR BRAND?

TOOLSTOOLS

Use existing social networksUse existing social networks Build your own social networkBuild your own social network

Integrate social elements on your webpageIntegrate social elements on your webpage

Examples http://bit.ly/8SspExamples http://bit.ly/8Ssp

SOCIAL MEDIA SOCIAL MEDIA IS NOT IS NOT FOR US FOR US

BECAUSE…BECAUSE…

* 81% believe social media can enhance relationships with customers/clients* 81% believe social media can enhance relationships with customers/clients * 81% agree it can build brand reputation * 81% agree it can build brand reputation

* 69% feel such networking can be valuable in recruitment * 69% feel such networking can be valuable in recruitment * 64% see it as a customer service tool * 64% see it as a customer service tool

* 46% think it can be used to promoting employee engagement * 46% think it can be used to promoting employee engagement

* 81% believe social media can * 81% believe social media can enhance relationshipsenhance relationships with customers/clients with customers/clients * 81% agree it can * 81% agree it can build brand reputationbuild brand reputation

* 69% feel such networking * 69% feel such networking can be can be valuable in recruitmentvaluable in recruitment * 64% see it as a * 64% see it as a customer service toolcustomer service tool

* 46% think it can be used to * 46% think it can be used to promoting employee engagementpromoting employee engagement

WHAT IF THEY WHAT IF THEY SAY SOMETHING SAY SOMETHING BAD ABOUT US?BAD ABOUT US?

70% :)70% :)20% :I20% :I10% :(10% :(

WHAT IF WE SAY WHAT IF WE SAY SOMETHING SOMETHING

BAD ABOUT US?BAD ABOUT US?

OK, WE BELIEVE OK, WE BELIEVE YOU.YOU.

WHAT SHOULD WHAT SHOULD WE DO NEXT?WE DO NEXT?

LEARNLEARN

MONITORMONITOR

DECIDE YOUR DECIDE YOUR GOALSGOALS

MAKE A PLANMAKE A PLAN

ACTACT

BRANDBRAND

WE (NOT THEY)WE (NOT THEY)DECIDE WHAT DECIDE WHAT OUR BRAND IS OUR BRAND IS

ABOUT?ABOUT?

Because you create when others play.Because you create when others play.

You learn when others rest.You learn when others rest.

You read when others watch.You read when others watch.

You do when others wait.You do when others wait.

You fail when others stay.You fail when others stay.

We (not they) decide what our brand is about!

Business

Transcript of We (not they) decide what our brand is about!

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