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Positioning with social media
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Positioning with social media

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  • http://www.brandchannel.com/images/papers/153_HowToCrashTheParty.pdf http://www.cmotwo.com/2009/05/04/cmo-20-conversation-with-mark-colombo-svp-digital-access-marketing-fedex/
  • http://en.wikipedia.org/wiki/Positioning_(marketing)
  • Why are social media important
  • http://www.emergencemarketing.com/category/branding/
  • http://www.youtube.com/watch?v=hKoB0MHVBvM http://moblogsmoproblems.blogspot.com/2006/06/coke-gets-geyser-of-community-based.html http://moblogsmoproblems.blogspot.com/2006/07/coke-boldly-goes-where-every-other.html http://www.thecoca-colacompany.com/ourcompany/mission_vision_values.html
  • How To Crash The Consumer-Controlled Party And Not Get Thrown Out… http://www.allaboutbranding.com/index.lasso?article=460
  • http://www.brandchannel.com/home/post/2011/01/14/PG-Opens-Virtual-Clubhouse-for-Mr-Mom.aspx http://whois.domaintools.com/manofthehouse.com http://twitter.com/moth_editor http://www.facebook.com/manofthehouse
  • http://socialmediatoday.com/SMC/141433

Positioning with social media Positioning with social media Presentation Transcript

  • Positioning with Social Media Constantine Sivenas
    • “ Brands are built by customers, one experience at a time”
    • (Marc Colombo, SVP of Digital Access Marketing, FedEx )
  • Positioning
    • Creating an identity in the minds of consumers for products, brands and organizations
    • Identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies
    • Creating impressions in the customers mind
    • (wikipedia)
  • Social Media
    • Transform communication into interactive dialogue
    • Allow for the creation and exchange of user generated content
    • Very popular
  • Social Media
    • Blogs
      • Wordpress.com, blogger.com , wordpress.org, drupal.org
    • Social Networks
      • Facebook, elgg.org
    • Social Bookmarking
      • digg.com, delicious.com, pligg.com
    • Micro-blogging/Broadcasting
      • twitter.com, status.net
    • Wiki’s
      • Wikipedia.org, mediawiki.org
    • Forums
      • Many different platforms
  • Why Social Media?
    • Direct communication with target market
    • Allow for a consistent and enhanced brand experience
    • Can be of additional value to customers
    • Customers become the messengers
    • Customers perceive brand as one that listens, and that is able to deal with direct and open criticism
  • Positioning with Social Media
    • Your target market is talking
    • Develop a point of view and get the community to support it
    • Align campaign to position
    • Select the right platforms
    • Involve your customers so that they embrace a shared view of the brand and product
    • Manage image, drive participation
  • 2006
    • Diet Coke + Mentos
    • Mentos: Sponsored the original video
    • Coke: “We would hope people want to drink [Diet Coke] more than try experiments with it".
    • (Coke spokeswoman, Susan McDermott )
    • Coca Cola Mission Statement:
      • To refresh the world...
      • To inspire moments of optimism and happiness ...
      • To create value and make a difference.
      • (thecoca-colacompany.com)
    http://www.youtube.com/watch?v=hKoB0MHVBvM
  • Lessons
    • Inconsistencies in positioning and Social Media strategy can be damaging
    • Immediate backlash from blogging community
    • It is hard to lead a community away from its chosen path
    • A brand needs to set the direction from the beginning
    • “ Consumers want to express themselves without the brand dictating how they do it”
    • ( allab out branding.com )
  • manofthehouse.com
    • It’s Like Duct Tape But Online
    • Practical advice to the family man (Mr. Mom)
    • Encourages community participation
    • Launched in June 2010 and had over half a million monthly unique visitors by December
    • 2,639 People Like This on Facebook
    • 1,111 are following on Twitter
    http:// whois.domaintools.com/manofthehouse.com
  • "The Best A Man Can Get"
    • Men were going to women’s Web sites to find information
    • Serving customer needs
    • Engages target market by providing helpful information
    • Consistent with positioning
  • Positioning with Social Media
    • The way you control a brand promise through multiple touch-points is…by embracing Hyper-Sociality and all the messiness that comes with it and allow all the people involved in the process to behave like humans
    • (Socialmediatoday.com)
  • Read More
    • http://socialwiki.me/index.php?title=Social_Media
    • http://socialwiki.me/index.php?title=Positioning
    • http://socialwiki.me/index.php?title=Positioning