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
Building Sociable BrandsGeorge Christodoulides Jennifer Bonhomme Professor of Marketing, Digital Strategist Marketing and Reputation Social Media Marketing