Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Interbrand | iStrategy Singapore 2010
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Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Interbrand | iStrategy Singapore 2010

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Driving ROI and Growing Your Brand Through Social Media. Presented by Jez Frampton, Global CEO for Interbrand during iStrategy Singapore 2010.

Driving ROI and Growing Your Brand Through Social Media. Presented by Jez Frampton, Global CEO for Interbrand during iStrategy Singapore 2010.

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Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Interbrand | iStrategy Singapore 2010 Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Interbrand | iStrategy Singapore 2010 Presentation Transcript

  • Driving ROI and growing your brand through social mediaiStrategy Singapore | Social media brand building | December 2010
  • An introduction 1.  It all starts with strategy 2.  Behavior is everything 3.  Structure follows strategy 4.  Some burning questionsiStrategy Singapore | Social media brand building | December 2010
  • It all starts with strategyiStrategy Singapore | Social media brand building | December 2010 View slide
  • “There is no such thing as social media strategy”• That’s why brands and agencies struggle to figure it out.• Brand strategy solves business challenges– social media isa tool for personal and professional communication.• Social media is fast becoming a key component of a strongbrand strategy but is not the strategy itself.• Social tools should be built into all channels and forms ofcommunication, but should follow business and brandstrategy.4 iStrategy Singapore | Social media brand building | December 2010 View slide
  • So, what is a digital strategy?a plan to create and managebrand value using digitalexperiences to influencecustomer behavioriStrategy Singapore | Social media brand building | December 2010
  • A senior, very senior, marketer…“Do I even need a brandpromise anymore, whenopinions go from one side ofthe boat to the other ten timesa day….?”6 iStrategy Singapore | Social media brand building | December 2010
  • Beware ‘Buzz’ as measure of success. Seek value.• Brands are celebrating buzzvalue of their campaigns andbeing rewarded by peers andthe media.• Office Max launches “ElfYourself”, and attain over 100million views of the viral.• NY Times to Ad Age laudedthe effort as the mostsuccessful viral campaign ofall time.• Almost no one can recall thebrand or why this related totheir value proposition.7 iStrategy Singapore | Social media brand building | December 2010
  • The brand should act as a central organisingprinciple for the businessiStrategy Singapore | Social media brand building | December 2010
  • Value creation should be the driver “Most Useful Rankings to CEOs” —PR Week 1. Fortune 500 2. Best Companies to Work for 3. Interbrand’s Best Global BrandsiStrategy Singapore | Social media brand building | December 2010
  • Our brand definitionA brand is a living business asset, brought to lifeacross all touchpoints which, if properly managed,creates identification, differentiation and value*.*Value from a consumer perspective is the promise and delivery of an experience, from a business perspective is the security of future earnings. INTERBRAND BRAND STRATEGY TOOLBOX 2010iStrategy Singapore | Social media brand building | December 2010
  • How do brands create value? $ Economic Profit (EVA) % Role of Brand B Brand Value Brand Strength11 iStrategy Singapore | Social media brand building | December 2010
  • THE 10 COMPONENTS OF BRAND STRENGTH Clarity Commitment Protection Responsiveness Authenticity Clarity internally about Internal commitment to How secure the brand The ability to respond to The brand is soundly what the brand stands for brand, and a belief is across a number of market changes, based on an internal in terms of its values, internally in the dimensions: legal challenges and truth and capability. positioning and importance of brand. protection, proprietary opportunities. The brand It has a defined proposition. Clarity too The extent to which the ingredients or design, should have a sense of heritage and a well about target audiences, brand receives support in scale or geographical leadership internally and grounded value set. customer insights and terms of time, influence, spread. a desire and ability to It can deliver against drivers. Because so much and investment. constantly evolve and the (high) hinges on this, it is vital renew itself. expectations that that these are articulated customers have internally and shared of it. across the organization. Relevance Differentiation Consistency Presence Understanding The fit with The degree to which The degree to which The degree to which a The brand is not only customer/ customers/consumers a brand is brand feels omnipresent recognized by customers, consumer needs, perceive the brand to experienced without and is talked about but there is also an in- desires, and decision have a differentiated fail across all positively by depth knowledge and criteria across all positioning distinctive touchpoints or consumers, customers understanding of its relevant from the competition. formats. and opinion formers in distinctive qualities and demographics and both traditional and characteristics. [Where geographies. social media. relevant, this will extend to consumer understanding of the company that owns the brand]12 iStrategy Singapore | Social media brand building | December 2010
  • So, what is Social Media ROI? The typical indicators of ROI: 1.  Earned Media 2.  Customer acquisition (Lead Generation) 3.  Engagement time However, the three most important drivers of value are: 1.  Choice 2.  Premium 3.  Loyalty And maximum value is generated by; 1.  Understanding the role of the brand 2.  Understanding the relative power of each touchpoint 3.  Optimising spend across the whole experience13 iStrategy Singapore | Social media brand building | December 2010
  • Behaviour is everythingiStrategy Singapore | Social media brand building | December 2010
  • “A revolution does not happen when society adopts new tools, it happens when society adopts new behaviors .” - Clay Shirkey, Author, “Here Comes Everybody”15 iStrategy Singapore | Social media brand building | December 2010
  • A powerful global conversation has begun …markets are getting smarter – and getting smarter faster than most companies …these markets are conversations” The Cluetrain Manifesto – The end of business as usual Levine, Locke, Searls, Weinberger (2000)iStrategy Singapore | Social media brand building | December 2010
  • Changing customer behaviors builds brand value Choice Premium Loyalty By helping By providing value By delivering customers make that justifies a experiences that decisions in an strong price point customers simply ever-growing world and avoids can’t live without of options discounting17 iStrategy Singapore | Social media brand building | December 2010
  • It all starts with behaviour and experience Mobile Search eProcurement eCommerce Digital Strategy Customer Drives business Digital Experience forward by Social Online PR PR Environments aligning tools, brand and the customer experience Digital Brand Websites Sites Advertising Analytics Advertising Analytics18 iStrategy Singapore | Social media brand building | December 2010
  • Map decision journeys and processes, then overlay opportunities to interact, then think about tools… Customer Experience19 iStrategy Singapore | Social media brand building | December 2010
  • Remember,We are in the age of real timeTime directly affects valueThere is no place to hideThe power structure is shiftingWOM was always the biggest driveriStrategy Singapore | Social media brand building | December 2010
  • Structure follows strategyiStrategy Singapore | Social media brand building | December 2010
  • Organisational structure is critical • Most organisations are still top-down, consensus driven, and slow • Markets bring equal voices, myriad agendas and high speed • Most organisations are divisionally divided and offer a fragmented delivery • Markets see a single organisation and expect seamless consistency • Brand provides the internal cultural and operational glue23 iStrategy Singapore | Social media brand building | December 2010
  • Remember, Brand value is created internally and externally ONLINE MOBILE Externally: by using digital EMERGING SOCIAL TECH experiences to MEDIA transform customer behaviors and engage them socially. BRAND Internally: HR/ PROD by developing brand INTERNAL DEV stories, empowering employees and R&D SALES& continually evolving MARKTG products and services.24 iStrategy Singapore | Social media brand building | December 2010
  • Some burning questionsiStrategy Singapore | Social media brand building | December 2010
  • Some burning questions, to get us going… • How can marketers survive and thrive in this changing landscape? • What role should technology play within marketing? • Is social becoming anti-social? • How do freedom and privacy co-exist with marketing? • How do we define ownership? • How do we let consumers in without losing control, or is it even about controlling the brand anymore? • How do we convince our most senior people that social must be taken seriously and requires investment? • How should we judge success? • How do we make sure the social threat is turned to opportunity26 iStrategy Singapore | Social media brand building | December 2010
  • Thank you