Branding a social media perspective

Branding A Social Media Perspective

Prepared by

S Sathish

Social media ‐ First things first

What this really is: People talking with people.What this really is: People talking with people.

People connecting with each other.People connecting with each other.

Which is nothing new, reallyWhich is nothing new, really

People creating communities…People creating communities…

People sharing their passions.People sharing their passions.

Define Social Media

“A group of Internet‐based applications that build on the ideological and technological f d ti f W b2 0 hi hfoundations of Web2.0,which

allows the creation and exchange of user‐generated content.”

byyAndreas Kaplan e Michael Haenlein

Metrics Behavior On The Internet

Why Social Media Now ?

Metrics Behavior On The Internet

Content sharing on the Internethas reached a prominent role in

From 2006 to 2009 there hasbeen increasing in virtually allp

daily life of Internet users

•63% created a profile on a socialnetwork site

g yactivities involving social media

•Watch video clips online and Listento live radio/audio onlinenetwork site

•57% manage a profile on a socialnetwork site

to live radio/audio online

• Create profile on a social network

• Read blogs•76% upload photos

•33,1% upload videos

Read blogs

•Upload photos to a photo sharingsite

•29,1% keep a blog

•71% read blogs

• Blogs are now read by 24% upfrom 13% in 2006

• Social networks are now used bySocial networks are now used by26% up from 17% in 2006

Percentage of Fortune 100 Companies using eachSocial Media Channel

OneChannel21%21%

TwoChannel22%All 3

None40 %

Twitter now platform of choice

Channel17%

Active Companies On SM

Facebook14%

Twitter

Facebook and Twitter36%

Blog and Twitter

Blog10%

76%36%

64%

Companies using just one social media channel overwhelmingly use Twitter (76%)

Companies using two channels likely to use Blog and Twitter (64%

Brand Management

Brand Management

What is Brand?

A brand is a name, term, sign, symbol or a combination of them intended to, , g , yidentify the goods and services of one seller or group of sellers and todifferentiate them from those of competition.

The Cola Wars: Energy Vs. Peace

Brand Management

’ i f i f ’ i f i

Why do Brands matters?

From consumer’s point of view

� Identification of source of product

� Assignment of responsibility to product maker

From manufacturer’s point of view

� Means of identification to simplify handling

� Means of legally protecting unique features

� Risk reducer

� Search cost reducer

� Promise, bond, or pact with maker of product

� Signal of quality level to satisfied customers

� Means of endowing products with unique

associations

� Symbolic device

� Signal of quality

� Source of competitive advantage

�Source of financial returns

Brand Management

Branding Process

Brand BuildingUnderstanding Brand Building UnderstandingBranding

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

Brand Management

Branding Process

Products to brands

A brand is more distinctive than a product

It is first of all a name, a means of identification

Secondly its a set of added values offering both functional and psychological benefits

“If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch”

‐Fortune Magazine

Brand Management

Branding Process

AttributesAttributesProducts to brands

Products to brands

Immutable Law of Name ‐ Short , Distinctive, Not to mean anything rude or silly in another language

Immutable Law of Shape ‐ Simple logo, Designed to fit both the eyes, Logo font has to be clear and legible

Immutable Law of Color ‐ Colors have meanings, Opposite colors can differentiate

Immutable Law of Singularity ‐ Leverage a compelling truth, mean a single powerful thing

Brand Management

Branding Process

ManagementManagementAttributesAttributesProducts to brands

Products to brands

Co Brand ‐ Brands need to address a similar need segment

Stealth Brand ‐ Brand building that attracts customer attention but not of rivals

Fighting Brand ‐ Pricing led branding option. Works as a competitive response, Built as new, independent brand

Immutable Law of Siblings (Multi Brand) Leverage a compelling truthImmutable Law of Siblings (Multi Brand) ‐ Leverage a compelling truth, mean a single powerful thing (Tata Salt, Tata Tea)

Brand Management

Branding Process

ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

Immutable Law of Contraction ‐ A brand becomes stronger when you narrow its focus

House of Brands ‐ Gives an opportunity for the company to focus on each brand and contract its scope

Endorsed Brand ‐ Danger of diluting the equity of endorsing brand (Titan from TATA, transferring trust)

Immutable Law of Expansion ‐ Company pushes core brand in different directions (Volkswagen Buses)

Branded house ‐ Consumers buy brands, not companies (P&G)

Brand Management

Branding Process

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

Single Brand Family

‘Stand‐alone’ New Brand

Transfer of Brand Assets ‘x from y’

Brand Management

Branding Process

Understanding Brand BuildingUnderstandingBranding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Brand Management in SOCIAL MEDIA

Face are personable but lack contextFace are personable, but lack context


Logos are clear, but impersonalLogos are clear, but impersonal


Combining faces + logos = humanity + contextCombining faces logos humanity context


Metrics and Social Media Elements

Metrics“A metric is a measuring system that quantifies a trend, dynamic, or

characteristic. In virtually all disciplines, practitioners use metrics to explainh di h fi di d j t th lt f f tphenomena, diagnose causes, share findings, and project the results of future

events.”Prof. Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein.

Data persistence Differences between social media it

Ups Downs

Data search ability

Public information

sites

Inconsistent terminology

Several levels of measurement


Social Media Data

Quantitative Data Qualitative Data

•Scraps•Friends•Communities

Q Q

•Fans•Mutual Friends•Mutual Communities

F ll i

Posts

alysis

•Following•Followers•Tweets•Most Recent Tweet•Lists Quantitative

UGC

Comments Feeds

Data Ana

•Views•Likes / Dislikes•Comments Quantitative

UGC

•Comments Quantitative


Social Media Metrics: Approach

Awareness Influence Engagement

•Page Views•Unique Visitors• Posts/TopicsN b f G

•Ratings / Rankings•Referrals•MembersC ti

• Comments and Trackbacks• Filled Profiles•Active MembersM•Number of Groups

•Average Time•New Visitors•Repeat Visitors• Traffic Sources

•Connections •Means•Mentions• Frequency of Publication• Favorites

Traffic Sources• Leads• Evaluation of visitors :geographic, language, bounce rate etc.


Social Media Metrics

Reach is related to the

Engagement

Engagement is related to the degree of participation

and involvement of a specific profile or group of users to a theme or subject

Reach is related to the degree of effective

dissemination of certain content or to degree of potential spread that a single profile has in the

t kEngagement

hfl

network

ReachInfluence

AdequacyInfluence is related to the degree of attention and mobilization that a certain profile can generate in

Adequacy refers to the degree of proximity that given content has in l h d dprofile can generate in

others users.relation to the desired

characteristics and values


Steps In Social Media Analysis

• Strengths and Weakness; Threads and Opportunities; Competition; Target Audience; General Objectives of Communication; Marketing Strategy

Customer Context

Current Practices in Social Media

Reach Growth of Total Followers Views of Key Videos

• Identify the actual use of social media by team and key people: publishing frequency, type of content, type of relationship, social media performance etc

• Influence; Engagement; Reach; Adequacy

Emphasis

INFLUENCEQuality of Twitter Lists

• Influence; Engagement; Reach; Adequacy

• Social Media Site; Previous Social Media Performance; Desired Information; Measurable Data: quantitative x qualitative

Types of Metrics

C ll ti T l

ENGAGEMENTTopics/MonthActive Participants

• Define Tool; Methodology; Data collection

Collection Tools

• Interpretation of data; optimization strategies;

Analysis

ADEQUACYProximity with key wordsSentiment Value Index


Data Archiving MS Excel MS Access and other Spreadsheets Application

Tools

Data Archiving – MS‐Excel, MS‐ Access and other Spreadsheets Application

Monitoring and Analysis Software – Radian6, Social Mention, Critical Mention

Analytics – SPSS, SAS, Google Analytics

Search Engines – Google, Bing, Yahoo, Dogpile

Profile Classification – Twitter Grade, Klout


R fReferences

Reports/Presentations/White Papers/Articles

http://www slideshare net/interney/mtricas em mdias sociaishttp://www.slideshare.net/interney/mtricas‐em‐mdias‐sociaishttp://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetricshttp://www.slideshare.net/tarushijio/metricas‐para‐publicidade‐em‐midias‐sociaishttp://fluent.razorfish.com/http://www.amazon.com/Always‐Advertising‐Marketing‐Consumer‐Business/dp/0071508287http://www.slideshare.net/Radian6/measuring‐social‐media‐2396778p // / / ghttp://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2http://www.web‐strategist.com/blog/2010/04/22/altimeter‐report‐social‐marketing‐analytics‐with‐web‐analytics‐demystified/http://www.iab.net/insights_research/947883/buildingbrandsonlinehttp://www.radian6.com/blog/2010/03/social‐media‐measurement‐analysis/www.syncapse.com/media/syncapse‐value‐of‐a‐facebook‐fan.pdfSocialNetworkSites:Definition,History,andScholarship.–danahm.boydeNicoleB.EllisonUsers of the world, unite!‐Kaplan AndreasM., Haenlein Michael.Wave4–Power to the PeoplePlano de Negócio Sebrae


Th k YThank You

QUESTIONS

Branding a social media perspective

Business

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