SFU Bus495 Social Media Branding

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This is a presentation from SFU's Social Media & Business Course, Fall 2011.

Presentation by Alex Tang, Diana Chan, Sarah Lee and Irvin Ho

Published in: Education, Business, Technology
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SFU Bus495 Social Media Branding

  1. 1. SOCIAL MEDIA BRANDING #SMBRANDING #BUS495 DIANA CHAN, IRVIN HO, EUNHOE (SARAH) LEE, ALEX TANG
  2. 2. AGENDA SOCIAL MEDIA BRANDING1   INTRODUCTION 5   EVOLUTION2   COMPONENTS 6   FUTURE3   7   CONCLUSION4   LEARNED 8   IMPORTANCE LESSONS ACTIVITY
  3. 3. ?WHAT IS SOCIALMEDIA BRANDING
  4. 4. “Name, term, design, symbol, or any otherfeature that identifies one sellers good orservice as distinct from those of othersellers. A brand may identify one item, afamily of items, or all items of that seller. Ifused for the firm as a whole, the preferredterm is trade name.” American  Marke,ng  Associa,on  
  5. 5. WHAT IS SOCIAL MEDIA BRANDING
  6. 6. COMPONENTS OF SOCIAL MEDIA BRANDING
  7. 7. SOCIAL MEDIA MARKETING IS MUCH MORE THAN JUST CREATING A FACEBOOKPAGE OR TWITTER ACCOUNT
  8. 8. BRANDING+ ARCHITECTURE +
  9. 9. + +
  10. 10. CONTENT CREATION+ CONTENT IS KING!+ ORIGINAL AND RELEVANT CONTENT
  11. 11. CONTENT CURATION+ PLAY THE ROLE OF CURATOR = MANAGER OR OVERSEER+ DISCOVER THIRD PARTY INFORMATION THAT YOUR AUDIENCE FINDS VALUABLE.
  12. 12. SOCIAL CRM+ CRM = CUSTOMER RELATIONSHIP MANAGEMENT+ SOCIAL MEDIA IS ALL ABOUT RELATIONSHIPS DON’T LET IT BECOME A ONE WAY BROADCAST CHANNEL.
  13. 13. ?WHY IS SOCIALMEDIA BRANDING IMPORTANT
  14. 14. BRAND EQUITY+ THE VALUEOR COMPANY INDIVIDUAL A + REALIZES WITH A RECOGNIZABLE + NAME AS COMPARED TO A GENERIC PRODUCT
  15. 15. HOW TO INCREASE BRANDEQUITY
  16. 16. HOW TO INCREASE BRANDEQUITY
  17. 17. WHY IS BRANDINGIMPORTANT Benefits  
  18. 18. WHY IS BRANDINGIMPORTANT INFLUENCES BUYING DECISIONS Benefits  
  19. 19. WHY IS BRANDINGIMPORTANT INFLUENCES CREATES TRUST BUYING DECISIONS AND ATTACHMENT Benefits  
  20. 20. WHY IS BRANDINGIMPORTANT INFLUENCES CREATES TRUST BUYING DECISIONS AND ATTACHMENT Benefits   NAME RECOGNITION
  21. 21. WHY IS BRANDINGIMPORTANT INFLUENCES CREATES TRUST BUYING DECISIONS AND ATTACHMENT Benefits   NAME CUSTOMER RECOGNITION LOYALTY
  22. 22. ABRAND…. BRIDGES GAPIS CONSISTENT ADVOCATES SOCIAL MEDIA STRATEGY LISTENS COMMUNICATES
  23. 23. LESSONS LEARNED
  24. 24. BAD EXAMPLEKENNETH COLE TRIED TO HIJACK THE #CAIRO TAG  
  25. 25. BAD EXAMPLE
  26. 26. BAD EXAMPLE LESSON:+ HASH TAG HIJACKING IS ALWAYS A BAD IDEA  
  27. 27. BAD EXAMPLE OIL SPILL IN THE GULF OF MEXICOPOOR RESPONSE TO THE SITUATION A FAKE TWITTER ACCOUNT, BPGLOBALPR
  28. 28. BAD EXAMPLE
  29. 29. BAD EXAMPLE
  30. 30. BAD EXAMPLE
  31. 31. BAD EXAMPLE
  32. 32. + BAD EXAMPLE +
  33. 33. BAD EXAMPLELESSON:+ RESPOND IN A TIMELY MANNER+ CONSIDER RISK MANAGEMENT
  34. 34. BAD EXAMPLE+ EVOLUTION 2000 UIN BIKE SECURITY” “TOUGHEST LOCK LOCK,+ MAN PICKS THE LCOK WITH A BALLPOINT PEN+ SPREAD VIA BLOGS AND LOCAL NEWSPAPERS+ KRYPTONITE FAILED TO RESPOND
  35. 35. BAD EXAMPLE
  36. 36. BAD EXAMPLELESSON:+ LISTEN TO YOUR CUSTOMERS
  37. 37. GOOD EXAMPLE+ CEO OF BLENDTEC, TOM DICKSON, BLEND OBJECTS+ FIVE-FOLD INCREASE IN SALES
  38. 38. GOOD EXAMPLE
  39. 39. GOOD EXAMPLELESSON:+ SOCIAL MEDIA MARKETING DOES NOT NEED TO COST A LOT OF MONEY.+ CREATING FUNNY, ORIGINAL VIDEO TO INCREASE SALES
  40. 40. GOOD EXAMPLE+ MYSTARBUCKSIDEA.COM+ CONSUMER IDEA AND SUGGESTION+ DISCUSSION AMONG CONSUMERS
  41. 41. GOOD EXAMPLE
  42. 42. GOOD EXAMPLE
  43. 43. GOOD EXAMPLELESSON:+ ASKING CONSUMERS WHAT THEY WANT+ ACTINGITON THIS INFORMATION AND DOING PUBLICLY IS KEY TO SUCCESS
  44. 44. GOOD EXAMPLE+ CEO, JONATHAN SCHWARTZ, BLOGS ABOUT SUN MICROSYSTEMS+ OPEN TO COMMENTS,ARE APPROVED! NEGATIVE, OR INANE POSITIVE,
  45. 45. GOOD EXAMPLE
  46. 46. GOOD EXAMPLE
  47. 47. GOOD EXAMPLE
  48. 48. GOOD EXAMPLELESSON:+ A CULTURE OF TRANSPARENCY AND HONESTY THAT MUST BE EMBRACED+ LEADING BY EXAMPLE IS THE BEST WAY TO INTRODUCE IT TO A COMPANY
  49. 49. EVOLUTION OF SM BRANDING
  50. 50. EVOLUTION OF SM BRANDING 2 WAY COMMUNICATIONS TRANSPARENCY (TO A CERTAIN DEGREE)
  51. 51. EVOLUTION OF SM BRANDING
  52. 52. COMMUNITYBRAND ENGAGEMENT  
  53. 53. COMMUNITYBRAND ENGAGEMENT  + CASE STUDY: CANON EOS PHOTOCHAINS CAMPAIGN+ AWARDED THE LIONS GRAND PRIX FOR MEDIA IN CANNES + +
  54. 54. COMMUNITYBRAND ENGAGEMENT  
  55. 55. CANON EOS PHOTOCHAINS   + INTEGRATIVE APPROACH (ONLINE AND OFFLINE) + UNIQUE SOCIAL MEDIA PLATFORM + DYNAMIC PROCESS + TARGETED ALL LEVELS OF PHOTOGRAPHERS + NEW CREATIVE EXPERIENCE
  56. 56. CREATING A UNIQUE+ BRAND IDENTITY   +THE FUN THEORY, AN INITIATIVE OF VOLKSWAGEN
  57. 57. BOTTLE BANKARCADE MACHINE  
  58. 58. VW: THE FUN THEORY “…DEDICATED TO THE THOUGHT THATSOMETHING AS SIMPLE AS FUN IS THE EASIESTWAY TO CHANGE PEOPLE’S BEHAVIOUR FOR THE BETTER.” “…PEOPLE WILL DRIVE MOREENVIRONMENTALLY FRIENDLY CARS IF IT’S FUN TO DO.”
  59. 59. VW: THE FUN THEORY + SUBTLE BRAND PLACEMENT + POSITIVE BRAND ASSOCIATION + TO GENERATE INTEREST FOR VOLKWAGEN’S BLUE MOTION TECHNOLOGIES + 700 USER-GENERATED FUN THEORY INITIATIVES + >20 MILLION YOUTUBE VIEWS
  60. 60. Discussion Question+ What are some reasons why you may choose a company with a strong social media presence over another similar company that isn’t as strong online?
  61. 61. HOW TO APPLYSM BRANDINGFOR PERSONAL ?USE OR BUSINESS
  62. 62. ![1] ESTABLISH YOUR GOALS WRITE DOWN: + GOALS & OBJECTIVES
  63. 63. + BE UNIQUE+
  64. 64. ![2] LISTEN TO YOUR ENVIRONMENT + AUDIENCE + SIMILAR COMPANIES + LOCAL COMMUNITY
  65. 65. ![3] BUILD YOUR CHANNELS + SO MANY……
  66. 66. + +SOCIAL MEDIA LANDSCAPE
  67. 67. +SOCIAL MEDIA PLATFORMS + FOR SMALL BUSINESS
  68. 68. BASICS TO BUILD YOUR BRAND FOR SMALL BUSINESS OR PERSONAL
  69. 69. ![4] ENGAGE YOUR AUDIENCE + ASK QUESTIONS
  70. 70. ENGAGE YOURAUDIENCE
  71. 71. ![5] ENGAGE THE RIGHT AUDIENCE + CHOOSE THE RIGHT DEMOGRAPHIC + PARTICIPATE
  72. 72. !+ TIMELINESS & FREQUENCY+ TRANSPARENCY+ CONNECT & BE RELEVANT+ NEVER SPAM!
  73. 73. TOOLS FOR MONITORING YOURBRAND’S REPUTATION
  74. 74. + + GOOGLE READER
  75. 75. + + DELICIOUS
  76. 76. + +TECHNORATI (TRACKS “BLOG REACTIONS”)
  77. 77. + + INTERACTIVE SEARCH – FILTRBOX
  78. 78. +YOUR NETWORK +ROBUST NETWORK, ESPECIALLY PEOPLE IN THEINDUSTRY WHO OBSERVE THE SAME KEYWORDS.
  79. 79. BLOG COMMENTS SOCIAL COMMENTS BACKTYPE YAKTRACK COCOMMENT CHATTER TABDISCUSSION BOARDS SOCIAL SEARCH BOARDTRACKER.COM SOCIAL MENTION BOARDREADER SERPH / KEOTAG BIG BOARDS
  80. 80. FUTURE OF ? WHAT IS THESM BRANDING
  81. 81. CONCLUSION+ MORE THAN JUST FACEBOOK AND TWITTER+ BUILDING BRAND EQUITY+ RELATIONSHIP BUILDING WITH THE COMMUNITY+ TRANSPARENCY
  82. 82. SOCIAL MEDIA BRANDING JEOPARDY THEORY POPCULTURE TOOLS FUN FACTS 10 10 10 10 20 20 20 20 30 30 30 30 40 40 40 40 50 50 50 50
  83. 83. SOCIAL MEDIA BRANDING IS MARKETING SAME AS BRANDING? NO, BRANDING IS PART OF MARKETING
  84. 84. SOCIAL MEDIA BRANDING STATE THE 3 COMPONENTS OF SM BRANDING. CONTENT  CREATION,    CONTENT  CURATION     AND  SOCIAL  CRM  
  85. 85. SOCIAL MEDIA BRANDING NAME  THREE  WAYS  TO  INCREASE  BRAND   EQUITY.   3  OF:  AVAILABILITY,  PREFERENCE,   LOYALTY,  AWARENESS,  AWARENESS,   FAMILIARITY,  IMAGE  &   PERSONALITY,  ASSOCIATIONS  
  86. 86. SOCIAL MEDIA BRANDING DAILY  DOUBLE!!!!!   WHAT  IS  A  BRAND  PERSONALITY?    BRAND  PERSONALITY  IS  THE  WAY  A   BRAND  SPEAKS  AND  BEHAVES.  IT   MEANS  ASSIGNING  HUMAN   PERSONALITY  TRAITS  TO  A  BRAND   SO  AS  TO  ACHIEVE   DIFFERENTIATION.  
  87. 87. SOCIAL MEDIA BRANDING WHAT  ARE  SOME  CHALLENGES  TO  BUILDING   YOUR  PERSONAL  BRAND   COMMUNICATIONS,  CONSISTANCY,   OR  CHARACTER  
  88. 88. SOCIAL MEDIA BRANDING WHAT  IS  THE  MOST  WATCHED  YOUTUBE   VIDEO  OF  ALL  TIME?   AS  OF  OCTOBER  2011,  JUSTIN  BIEBER   -­‐  BABY  FT.  LUDACRIS;  631,357,015   VIEWS  
  89. 89. SOCIAL MEDIA BRANDING THIS  POPULAR  TV  SHOW  SUBTLY  SNEAKS  IN   SOCIAL  MEDIA  PROMOTIONS   TWO  AND  A  HALF  MEN  
  90. 90. SOCIAL MEDIA BRANDING HOW  CAN  A  CAMPAIGN  LIKE  THE  KOKANEE   RANGER  LIVE  OR  DIE  CAMPAIGN  HELP  A   BRAND   [MULTIPLE  ANSWERS]...  CUSTOMER   LOYALTY,  DRIVE  WEBSITE  TRAFFIC,   ENGAGED  CUSTOMERS,  WOM  
  91. 91. SOCIAL MEDIA BRANDING The  Fun  Theory  campaign  by  Volkwagen  was   one  example  where  a  company  improved  its   brand  indirectly,  by  not  directly  promoang   its  products.    Can  you  think  of  another   company  that  has  done  this  through  social   media?   OPEN  ANSWER  
  92. 92. SOCIAL MEDIA BRANDING HOW  CAN  A  CELEBRITY  ENDORSEMENT   CHANGE  THE  WAY  YOU  VIEW  A  PRODUCT   OR  SERVICE?   OPEN  ANSWER  
  93. 93. SOCIAL MEDIA BRANDING WHY  WOULD  A  COMPANY  USE  HOOTSUITE?   CAN  MONITOR  KEYWORDS,  MANAGE   MULTIPLE  TWITTER,  FACEBOOK,   LINKEDIN,  FOURSQUARE,  PING.FM   AND  WORDPRESS  PROFILES,   SCHEDULE  MESSAGES,  AND  MORE  
  94. 94. SOCIAL MEDIA BRANDING STATE  ANY  3  OF  THE  TOOLS  THAT   MONITORS  YOUR  BRAND’S  REPUTATION.   3  OF:  YAHOO  PIPES,  BLOG  POSTS,   BLOG  COMMENTS,  SOCIAL   COMMENTS,  DISCUSSION  BOARDS,   TWITTER,  FRIENDFEED,  SOCIAL   SEARCH,  INTERACTIVE  SEARCH,  YOUR   NETWORK  
  95. 95. SOCIAL MEDIA BRANDING DAILY  DOUBLE!!!!!  WHAT  IS  THE  WORLD’S  MOST  USED  TWITTER   CLIENT/PLATFORM?   WEB  BROWSER  
  96. 96. SOCIAL MEDIA BRANDINGAMONG  THE  TOOLS,  WHERE  ARE  SERPH  AND   KEOTAG  CATEGORIZED  IN?   SOCIAL  SEARCH  
  97. 97. SOCIAL MEDIA BRANDING FILTRBOX  IS  A  COMPLEX  AND  INTELLIGENT   TOOL.  ITS  TECHNOLOGY  SCORES  CONTENT   BASED  ON  3  DIMENSIONS,  WHAT  ARE   THESE?   CONTEXTUAL  RELEVANCE,   POPULARITY  AND  FEEDBACK  
  98. 98. SOCIAL MEDIA BRANDING THIS  SOCIAL  MEDIA  PLATFORM  HAS  OVER   500  MILLIION  USERS   FACEBOOK  
  99. 99. SOCIAL MEDIA BRANDING  WHAT  IS  THE  MOST  FOLLOWED  BRAND  ON   TWITTER?   GOOGLE  
  100. 100. SOCIAL MEDIA BRANDING WHAT  SHOULD  KRYPTONITE  HAVE  DONE  TO   CORRECT  THEIR  EVOLUTION  LOCK?     RESPOND  TO  CONSUMER   COMPLAINTS  ASAP  
  101. 101. SOCIAL MEDIA BRANDING WHICH  COUNTRY  IS  THE  MOST  PROLIFIC  ON   SOCIAL  MEDIA?   AUSTRALIA  
  102. 102. SOCIAL MEDIA BRANDING WHAT  KIND  OF  RETURNS  DID  BLENDTEC   RECEIVE  FROM  IMPLEMENTING  THEIR   FAMOUS  “WILL  IT  BLEND?”  YOUTUBE   VIDEOS?     5  FOLD  IN  SALES  
  103. 103. WWW.BUS495.COM

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