How to Build a Social Brand

bUILBrandsG Social dI N

Fadi Khater Game Changer atJad Hindy NetizencyHead of Brand & Comms Fadi.khater.orgat Qtel and Partner atNetizencywww.jadhindy.com

What’s a social brand? The Social Brand ShowDownStructuring a social brand

Itworks hard and plays hard

It hasextracurricular activities

It doesn’ttake itselftooooooooseriously

It hashobbies

ItsCustomers are its

It apologizeswhen it doesthings wrong

inSum.eh.ree

What’s a social brand? The Social Brand ShowDownStructuring a social brand

ROUND ONE 1,031,232fnz 44,207fnz

Inno-centFMSG: Built on consumer dialogue, research, health, and leaving things be:er than they found them

ROUND TWO 225,488fnz 39,426fnz

giffgaffA telecom operator where customers ask and answer each other. People who answer quesDons are ﬁnancially rewarded. Cost savings from the call center are passed on to customers.

ROUND THREE 58fnz 313,230fnz

Ikea Be the ﬁrst to tag yourself to an item in an image from the Ikea Catalogue and win that item

ROUND FOUR 31,855,789fnz 5,772,354fnz

Thirty Allowed fans to be part of the recording process Seconds through contribuDng sounds. They went as to Mars far as inviDng fans from Iran and monks from Tibet.

ROUND FIVE 837fnz 53,051fnz

Wild They crowd-‐sourced the menu and locaDon decisions They created a following before even opening and started the concept based on what people Peeta told them

ROUND SIX 296,323fnz 1,548,663fnz

Thread Asks customers to submit T-‐shirt designs (it gets 300 per day); and gets the community to -less vote. There are 300 winners/year, who get $2000 each. It sells the winning T-‐shirts on its website for $18

What’s a social brand? The Social Brand ShowDownStructuring a social brand Office Design Structure Operation

Structurestartup model

Structure Transaction Relationship Marketing Marketing Marketing Mix Dominated Conversation Orient ed Price Sensitive Servic e SensitiveTechnical Quality Dominated In teraction Quality Dominated tomem r Ad Hoc Customer ime Ct s yste u Real-temen S Satisfaction Surveys Engag Limited Importance of Substantial Importance Internal Marketing of Internal Marketing

Structure Virgin Mobile Qatar Propositions and PricingBrand & No Marketing CustomerComms Department Service Sales & Distribution

StructureBrand and CommunicationsOnline CommuniDes Retail and Live Brand Planning .& CommunicaDons CommunicaDons and InnovaDon v sBrand and CommunicationsCorporate MarkeDng Brand PR and Media Comms Comms Management Events

Structure

925 Operation

OperationBrandingAlive

Operation SocialActivities Concrete Actions

OperationInnovation

Chairs Operation

OneLocation Office Design

Office DesignBring downthe walls

TeamsSeat as Office Design

Office DesignProximityis key

Office Design o n g esLu meetingrooms

Office Designrecrea tion area

Allow Personal-ization Office Design

HOME Office Design

Sayonara

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How to Build a Social Brand

by Fadi Khater on Jun 28, 2011

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How to Build a Social Brand — Presentation Transcript