Building Sociable Brands - Henley Business School

529 views
410 views

Published on

Presentation to the Henley Business School during the 2012 Regatta

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
529
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Targeted 20 influencers
  • Do we need these two slides here? Or do we keep this question for later during our discussion?
  • Tone of voice, humanised, personality, originality – Paul Adams - “light touch” interactions over time
  • complete transparency, low involvement, can you relate to the person you’re interacting with?
  • Existing customers or new customers
  • Let’s try to draw out these characteristics (and others) by asking participants the question above.Then:Do we use the right metrics to assess effectiveness of social media campaigns? Metrics seem to focus on quantity than quality (e.g. # of fans or likes)
  • Draw this on a whiteboard and say brands have traditionally been perceived as a cluster of functional and emotional benefits but now certain brands deliver significant social value as well. Not all brands need to do this – it’s a matter of positioning. Facebook may be one brand that lies at the intersection of all three with functional (facilitates communication), emotional (about self-expression/presentation), and social value (keeps you connected with your friends)Do all brands need to be sociable? Are there any brands that you can think of that would benefit
  • Building Sociable Brands - Henley Business School

    1. 1. Building Sociable BrandsGeorge Christodoulides Jennifer Bonhomme Professor of Marketing, Digital Strategist Marketing and Reputation Social Media Marketing
    2. 2. The world is changing
    3. 3. And so is the Web Source: Paul Adams, Real Life Social Networks
    4. 4. The influence of social media is undeniable
    5. 5. Interrupting the World: KONY 2012
    6. 6. Yet, the landscape can be beyond confusing
    7. 7. And many businesses struggle tounderstand how to harness this influence
    8. 8. Customers now demand to be consulted
    9. 9. KLM
    10. 10. Innocent
    11. 11. First Direct
    12. 12. Who are we most likely toinfluence on social media?
    13. 13. Promoting Purchase with Existing FansFrequency Occasion Sensory Experience
    14. 14. What makes a brand sociable?• Transparency / Authenticity• Share of Voice• Distinct personality• Joining the conversation• Co-creation• Fan reach• Huminisation (Thank you economy)
    15. 15. FunctionalEmotional Social

    ×