Social Media Branding Strategy

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    01-Nov-2014
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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..

  • ?

    START-UPS ARE USUALLY MORE SUCCESSFUL THAN

    CORPORATES

  • WHY?

  • BECAUSE THE MAJORITY OF CORPORATE ORGANIZATIONS DONT

    HAVE A CLUE HOW TO DEAL WITH SOCIAL MEDIA!

  • Tagtagger

    Taggaling

    CloudaliciousTagcloud

    Flock Delicious

    StumbleUpon

    Flickr

    Digg

    SquidooEbay

    LinkedIn

    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

    Google

    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

    Twitter

    JaikuBasecamp

    UnwieldyXHTML BasecampUnwieldy

  • IN OUR PROJECTS WE ASK: WHY SOCIAL MEDIA?

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  • 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 verndern 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 ISFISH WHERE THE FISH IS

    , denn jeder Marketing-Euro ist in populren 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 , Id sweep

    in and take it over . NEVER SUE THEM!

  • DONT MISUNDERSTAND THE SIGNALS YOUR SIGNALS YOUR

    CUSTOMERS ARE NO GEEKS!

  • SUB-BRAND OVER CORPORATE BRAND

    , da Assoziations-Tiefe/Breite von CBs 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

    DONT OVERCOMPLICATE

    YOUR CONCEPT

  • USABILITY BER ALLES!!!

  • AND FORGET BIG SERVER FARMS YOU DONT NEED THEM! YOU DONT 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 C