Social Media Branding Strategy
85
Don't Let Your Brand Get Lost in the Social Media Shuffle the Social Media Shuffle
description
Effective tips and techniques on how to use social media for branding. How to ensure your brand does not get lost among the thousands of brands competing for attention in the social media space.
Transcript of Social Media Branding Strategy
Don't Let Your Brand Get Lost in the Social Media Shufflethe Social Media Shuffle
A typical Marketing Meeting today…
A typical Marketing Meeting in 2008
We have to start some Social Media projects –I have to call our agency right away!
I read something about Social Media in the Time Magazine – we should integrate our ads there!
Great – I can invite all my Twitter and Facebook friends to join our community!!!
With the following results…..
<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
72% of all Social Media Initiatives are NOT successful!
<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
19% of all brands take the success of 82% of Social Media activities!
<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<82% of Social Media activities!
?
START-UPS ARE USUALLY MORE SUCCESSFUL THAN
CORPORATES
WHY?
…BECAUSE THE MAJORITY OF CORPORATE ORGANIZATIONS DON‘T
HAVE A CLUE HOW TO DEAL WITH SOCIAL MEDIA!
Tagtagger
Taggaling
CloudaliciousTagcloud
Flock Delicious
StumbleUpon
Flickr
Digg
SquidooEbay
Orkut
Soflow
OpenBC
Friendster
UpcomingPlanzo
LastFMRead.IO
BloggerTypepad
WordpressMeasuremap
MintTechnocrati
Skype Gtalk JabberIpodder Podcasting
OdeoItunes
VimeoVideocastingCastpost
WifiUMTS
A9 Plazes
Yahoo MapsTagcloud
Feedster Google Maps
Bit Torrent
Aggregation
DataInsideSEO
FragmentationSyndication
Rest
XHTML
Accessability
WASP
Alistapart
Firefox
Zengarden
RubyonRails
CssBeauty
Simplicity
Modularity
9RulesStylegala
Simplicity
Liveliness
SimplebitsCostperClick Adsense
Trust
VC
Amazon
MTurk
ITunes
Ebay
Etsy
Flickr
Blinksale Fotolia
Live.com
Perpetual Beta
XFN
FOAFSixdegrees
Wikipedia
UserCentredPagerank
Sharing
Collaboration Widgets
WritelyWriteboard
Basecamp
BackpackGTD
GMail
TadalistRememberthemilk
RSSReader
GoogleMaps
KikoGoogel IG
UnwieldyMeeboZimbra
ProtopageZooZio
NetvibesCSS-Design
Affiliation
The Long Tail
AjaxJoy of Use
Focus on SimplicityWikis
FolksonomyRecommendation
Social SoftwareBlogs
AudioVideo
Mobility
ConvergenceRemixability
Standardization
Design
Economy
Usability
Participation
WEB 2.0 = Community
PayPal
IM
CrowdSourcing
LiveStreaming
Qiro
CraigList
…AND BECAUSE OF BUZZ -DRIVEN MARKETING EXECUTIVES!
XHTML BasecampUnwieldy
XHTML BasecampUnwieldy
XHTML BasecampXHTML
Y3thing
Ning
YouTubeXML
Newsgator
Bloglines
Feedburner
Rojo
MyYahooGoogle News
BuzztrackerGoogle Maps
Amazon
Gmaps MashupsGoogle
InorderRollyo Trendmapper Pubsub
AlexaWinkIcerocket
TechnocratiCreativeCommons
Soap
SemanticMicroformats.org
ChalkIT
RSS OpenApisDataDriven
Web Standards
MobilityGoogleMaps
JaikuBasecamp
UnwieldyXHTML BasecampUnwieldy
IN OUR PROJECTS WE ASK: WHY SOCIAL MEDIA?
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…
Hmmm…Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm… Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
Hmmm…
Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…
Hmmm…
Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…
Hmmm…Hmmm…
Hmmm…Hmmm…
29% CRM
37% Branding
18%Sales Calls
WHAT HAVE WE LEARNED OVER THE YEARS?OVER THE YEARS?
1. Understand the shifting Marketingparadigm
2. Learn about your customers‘ Social Behaviour
3. Understand the DNA of a Social Media Project
4. Learn how to start Social Media4. Learn how to start Social Media
5. Get support on every level!
6. Moderate the crowd!
7. Become relevant offline!
1. Understand the shifting Marketingparadigm
WHAT HAS CHANGED?
Acknowledge: The Marketing Paradigm changed!!!
BUY ME!
1960
TRUST ME!
TRUST ME!
1990
CALL ME!CALL ME!
2005
B C C B
C
C
Transaction Marketing Relationship Marketing Social Media Marketing
1960 1990 2005
Functional Productbenefit Emotional Productbenefit+ functional
Social Productbenefit+ emotional
+ functional
BESITZ IST DORT WO DAS NETZ IST
Quelle: Brand Science Institute 2007: Social Network Communities verändern Freizeit- und Medienverhalten von Jugendlichen N=3411
CONSUMERS LEARN FASTER TODAY
CONSUMER = MEDIA
CONSUMERS = MEDIA xMEDIA x
BRANDS ARE PART OF A CONSERVATION ECOSYSTEMCONSERVATION ECOSYSTEM
2. Learn about your customers‘ Social Behaviour
START LISTENING FIRST!!!
GM HAS NOT BEEN LISTENING –BACKLASH! BACKLASH!
Awww…
AND TAKE CARE OF YOUR OWN EMPLOYEES!!!EMPLOYEES!!!
NEVER COPY POPULAR IDEAS!!! FISH WHERE THE FISH IS…FISH WHERE THE FISH IS…
…, denn jeder Marketing-Euro ist in populären Commun ities tendenziell mehr wert!
COOPERATE WITH BRAND ENTHUSIASTS THAT ALREADY
BUILD A COMMUNITY
If I were an evil genius running a board gamescompany whose product line spanned everythingfrom Monopoly to Clue, I might do this: Wait untilsomeone comes up with an excellentimplementation of my games and does the hardwork of coding and debugging the thing and signingup the masses. Then, once it got to scale , I’d sweep
in and take it over . NEVER SUE THEM!
DON‘T MISUNDERSTAND THE SIGNALS – YOUR SIGNALS – YOUR
CUSTOMERS ARE NO GEEKS!
SUB-BRAND OVER CORPORATE BRAND
…, da Assoziations-Tiefe/Breite von CB‘s entweder ein sehr fokussiertes Thema/ oder ein hohes Community-Budget fordern!
WHAT GENERATES SOCIAL VALUE?
BRANDED CONTENT/ ENTERTAINMENT?
CONSUMER PARTICIPATION – USER-GENERATED-CONTENT?
USEFUL SERVICES?
USEFUL INTEGRATIONS?
CONSUMER CONSUMER PANELS?
3. Understand the DNA of a Social Media Project
TIME TO MARKET IS YOUR BIGGEST ENEMY!
EARLY-AVAILBILITY OVER CORRECTNESS
BUDGETALLOCATION IS KING!
SOCIAL MEDIA PROJECTS = INTERNAL START-UPS
MARKENFIT UND TEST VON COMMUNITY PROTOTYPEN
DON‘T OVERCOMPLICATE
YOUR CONCEPT
USABILITY ÜBER ALLES!!!
…AND FORGET BIG SERVER FARMS – YOU DON‘T NEED THEM!– YOU DON‘T NEED THEM!
4. Learn how to start Social Media
EVERYBODY!!!
OH NEIN!
CONCENTRATE ON YOUR ADVOCATES
YOU MEAN…
Connectors?Mavens?
Opinion Leaders?Trendsetters?
Hubs?Influentials?Influentials?
Alphas?Bees?
Sneezers?Heavy Loyals?Lead-Users?
LIGHT LOYAL:LUCY!
WHY SHOULD LUCY PARTICIPATE IN YOUR SOCIAL MEDIA ACTIONS?
SOCIAL ENHANCEMENT!
THE ULTIMATE QUESTION:
HOW CAN WE MAKE LUCY LOOK BETTER?
DO WE SUPPORT HER TO SHARE OUR THOUGHTS?
THE NECESSARY STEP TO BE TAKEN…
…FORGET THE IMPRESSION-MANAGEMENT APPROACHES!APPROACHES!
…DIALOGS ARE THE NEW CURRENCY!!!
5. Get support on every level!
…let me ring up Sumner Redstone...
DO YOU HAVE TOP-LEVEL SUPPORT?
SUFFICIENT LEGAL SUPPORT?
NO?
…oh boy!
WHO IS IN CHARGE OF SOCIAL MEDIA AT YOUR COMPANY?AT YOUR COMPANY?
RESEARCH?ADVERTISING?
SOCIAL MEDIA DEPARTMENT?
MARKETING?PR?
DEPARTMENT?
Conny KalcherPresident Consumer Experiences, LEGO Company
Alex HunterHead of Online Marketing for the Virgin Group
Rolf SkybergDisruptive Innovator, eBay Inc.
ANY SOCIAL MEDIA EXPERIENCES?
Simone BrunozziAmazon Web Services Evangelist for Europe
Paula BergManager of Emerging Media, Southwest Airlines
Charlie SchickEditor-in-Chief, Nokia Conversations
EXPERIENCES?
THIS COULD BE VERY USEFUL! WHY?
ADJUST THE EXPECTATIONS!
YOU WILL BE SOMEWHERE IN THE LONG-TAIL
GIVE A FEELING FOR THE REALITY
Vorstellung des Managements von BMW Community-Mitgliedern
Reale BMW Advokaten und Community-Mitglieder!
6. Moderate the crowd!
REWARD SOCIAL MEDIA
MEMBERS
Legitimate complainer Needs help withproducts orservices orwants to warnothers
Raises legitimate issue; may use strong language but seems open to reason
Solve problems or explain policies, publicly if possible
Competitor Want to promote competing products
Continues to mention other brands; parrots their marketing messages
Engage rationally and respectfully with your company’s perspective
Type of detractorWhy they
make trouble How to recognizeWhat youshould do
FIND GOOD WAYS TO SPEAK WITH YOUR Engaged critic Think they can make
things betterMakes suggestions, not just complaints; responds intelligently to others’ criticisms
Create forum to encourage discussion; recognize good ideas publicly
Flamer Like to argue with other members
Tend to participate in “flame wars” and may have specific other members they target
Refocus discussion on higher goals of community
Troublemaker Have a grudge against company; hope to create problems
Complains continuously and cannot be satisfied; uses incendiary language
Address individually and privately, if complaints continue in face of attempts to resolve, remove from community
FIND GOOD WAYS TO SPEAK WITH YOUR SOCIAL MEDIA MEMBERS AND FANS!
Quelle: Forrester
REDUCE HARD AND ANNOYING RULESANNOYING RULES
7. Become relevant offline?
WHY IS THIS SO IMPORTANT?
ABER!DANGER OF PARA -SOCIAL DANGER OF PARA -SOCIAL GROUP BEHAVIOR
„A long way home…“
HOW CAN SOCIA MEDIA USERS USE THE
FUNCTIONS ALSO OFFLINE?FUNCTIONS ALSO OFFLINE?
1. Understand the shifting Marketingparadigm
2. Learn about your customers‘ Social Behaviour
3. Understand the DNA of a Social Media Project
4. Learn how to start Social Media4. Learn how to start Social Media
5. Get support on every level!
6. Moderate the crowd!
7. Become relevant offline!
