Social Media Branding Strategy

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Effective tips and techniques on how to use social media for branding. How to ensure your brand does not get lost among the thousands of brands competing for attention in the social media space.

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Social Media Branding Strategy

  1. 1. Don't Let Your Brand Get Lost in the Social Media Shufflethe Social Media Shuffle
  2. 2. A typical Marketing Meeting today…
  3. 3. A typical Marketing Meeting in 2008 We have to start some Social Media projects – I have to call our agency right away! I read something about Social Media in the Time Magazine – we should integrate our ads there! Great – I can invite all my Twitter and Facebook friends to join our community!!!
  4. 4. With the following results…..
  5. 5. <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<< 72% of all Social Media Initiatives are NOT successful! <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
  6. 6. <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<< 19% of all brands take the success of 82% of Social Media activities!<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<82% of Social Media activities!
  7. 7. ? START-UPS ARE USUALLY MORE SUCCESSFUL THAN CORPORATES
  8. 8. WHY?
  9. 9. …BECAUSE THE MAJORITY OF CORPORATE ORGANIZATIONS DON‘T HAVE A CLUE HOW TO DEAL WITH SOCIAL MEDIA!
  10. 10. Tagtagger Taggaling Cloudalicious Tagcloud Flock Delicious StumbleUpon Flickr Digg Squidoo Ebay LinkedIn Orkut Soflow OpenBC Friendster Upcoming Planzo LastFM Read.IO Blogger Typepad Wordpress Measuremap Mint Technocrati Skype Gtalk Jabber Ipodder Podcasting Odeo Itunes VimeoVideocastingCastpost Wifi UMTS A9 Plazes Yahoo Maps Tagcloud Feedster Google Maps Bit Torrent Aggregation DataInside SEO Fragmentation Syndication Rest XHTML Accessability WASP Alistapart Firefox Zengarden RubyonRails CssBeauty Simplicity Modularity 9Rules Stylegala Simplicity Liveliness SimplebitsCostperClick Adsense Trust VC Amazon MTurk ITunes Ebay Etsy Flickr Blinksale Fotolia Live.com Perpetual Beta XFN FOAF Sixdegrees Wikipedia UserCentred Pagerank Sharing Collaboration Widgets Writely Writeboard Basecamp BackpackGTD GMail Tadalist Rememberthemilk RSSReader Google GoogleMaps Kiko Googel IG Unwieldy MeeboZimbra Protopage ZooZio NetvibesCSS-Design Affiliation The Long Tail Ajax Joy of Use Focus on SimplicityWikis Folksonomy Recommendation Social Software Blogs Audio Video Mobility Convergence Remixability Standardization Design Economy Usability Participation WEB 2.0 = Community PayPal IM CrowdSourcing LiveStreaming Qiro CraigList …AND BECAUSE OF BUZZ-DRIVEN MARKETING EXECUTIVES! XHTML Basecamp Unwieldy XHTML Basecamp Unwieldy XHTML Basecamp XHTML Y3thing Ning YouTube XML Newsgator Bloglines Feedburner Rojo MyYahoo Google News Buzztracker Google Maps Amazon Gmaps Mashups Google Inorder Rollyo Trendmapper Pubsub AlexaWink Icerocket TechnocratiCreativeCommons Soap Semantic Microformats.org ChalkIT RSS OpenApis DataDriven Web Standards Mobility GoogleMaps Twitter Jaiku Basecamp UnwieldyXHTML Basecamp Unwieldy
  11. 11. IN OUR PROJECTS WE ASK: WHY SOCIAL MEDIA?
  12. 12. Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…
  13. 13. 29% CRM 37% Branding 18% Sales Calls
  14. 14. WHAT HAVE WE LEARNED OVER THE YEARS?OVER THE YEARS?
  15. 15. 1. Understand the shifting Marketingparadigm 2. Learn about your customers‘ Social Behaviour 3. Understand the DNA of a Social Media Project 4. Learn how to start Social Media4. Learn how to start Social Media 5. Get support on every level! 6. Moderate the crowd! 7. Become relevant offline!
  16. 16. 1. Understand the shifting Marketingparadigm
  17. 17. WHAT HAS CHANGED?
  18. 18. Acknowledge: The Marketing Paradigm changed!!! BUY ME! 1960
  19. 19. TRUST ME! TRUST ME! 1990
  20. 20. CALL ME!CALL ME! 2005
  21. 21. B C C B C C Transaction Marketing Relationship Marketing Social Media Marketing 1960 1990 2005 Functional Productbenefit Emotional Productbenefit + functional Social Productbenefit + emotional + functional
  22. 22. BESITZ IST DORT WO DAS NETZ IST Quelle: Brand Science Institute 2007: Social Network Communities verändern Freizeit- und Medienverhalten von Jugendlichen N=3411 CONSUMERS LEARN FASTER TODAY
  23. 23. CONSUMER = MEDIA
  24. 24. CONSUMERS = MEDIA x MEDIA x
  25. 25. BRANDS ARE PART OF A CONSERVATION ECOSYSTEMCONSERVATION ECOSYSTEM
  26. 26. 2. Learn about your customers‘ Social Behaviour
  27. 27. START LISTENING FIRST!!!
  28. 28. GM HAS NOT BEEN LISTENING – BACKLASH!BACKLASH! Awww…
  29. 29. AND TAKE CARE OF YOUR OWN EMPLOYEES!!!EMPLOYEES!!!
  30. 30. NEVER COPY POPULAR IDEAS!!! FISH WHERE THE FISH IS…FISH WHERE THE FISH IS… …, denn jeder Marketing-Euro ist in populären Communities tendenziell mehr wert!
  31. 31. COOPERATE WITH BRAND ENTHUSIASTS THAT ALREADY BUILD A COMMUNITY
  32. 32. If I were an evil genius running a board games company whose product line spanned everything from Monopoly to Clue, I might do this: Wait until someone comes up with an excellent implementation of my games and does the hard work of coding and debugging the thing and signing up the masses. Then, once it got to scale, I’d sweep in and take it over. NEVER SUE THEM!
  33. 33. DON‘T MISUNDERSTAND THE SIGNALS – YOURSIGNALS – YOUR CUSTOMERS ARE NO GEEKS!
  34. 34. SUB-BRAND OVER CORPORATE BRAND …, da Assoziations-Tiefe/Breite von CB‘s entweder ein sehr fokussiertes Thema/ oder ein hohes Community-Budget fordern!
  35. 35. WHAT GENERATES SOCIAL VALUE?
  36. 36. BRANDED CONTENT/ ENTERTAINMENT?
  37. 37. CONSUMER PARTICIPATION – USER- GENERATED-CONTENT?
  38. 38. USEFUL SERVICES?
  39. 39. USEFUL INTEGRATIONS?
  40. 40. CONSUMERCONSUMER PANELS?
  41. 41. 3. Understand the DNA of a Social Media Project
  42. 42. TIME TO MARKET IS YOUR BIGGEST ENEMY!
  43. 43. EARLY-AVAILBILITY OVER CORRECTNESS
  44. 44. BUDGETALLOCATION IS KING!
  45. 45. SOCIAL MEDIA PROJECTS = INTERNAL START-UPS
  46. 46. MARKENFIT UND TEST VON COMMUNITY PROTOTYPEN DON‘T OVERCOMPLICATE YOUR CONCEPT
  47. 47. USABILITY ÜBER ALLES!!!
  48. 48. …AND FORGET BIG SERVER FARMS – YOU DON‘T NEED THEM!– YOU DON‘T NEED THEM!
  49. 49. 4. Learn how to start Social Media
  50. 50. EVERYBODY!!!
  51. 51. OH NEIN!
  52. 52. CONCENTRATE ON YOUR ADVOCATES
  53. 53. YOU MEAN…
  54. 54. Connectors? Mavens? Opinion Leaders? Trendsetters? Hubs? Influentials?Influentials? Alphas? Bees? Sneezers? Heavy Loyals? Lead-Users?
  55. 55. LIGHT LOYAL:LUCY!
  56. 56. WHY SHOULD LUCY PARTICIPATE IN YOUR SOCIAL MEDIA ACTIONS?
  57. 57. SOCIAL ENHANCEMENT!
  58. 58. THE ULTIMATE QUESTION:
  59. 59. HOW CAN WE MAKE LUCY LOOK BETTER?
  60. 60. DO WE SUPPORT HER TO SHARE OUR THOUGHTS?
  61. 61. THE NECESSARY STEP TO BE TAKEN…
  62. 62. …FORGET THE IMPRESSION-MANAGEMENT APPROACHES!APPROACHES!
  63. 63. …DIALOGS ARE THE NEW CURRENCY!!!
  64. 64. 5. Get support on every level!
  65. 65. …let me ring up Sumner Redstone... DO YOU HAVE TOP- LEVEL SUPPORT?
  66. 66. SUFFICIENT LEGAL SUPPORT?
  67. 67. NO?
  68. 68. …oh boy!
  69. 69. WHO IS IN CHARGE OF SOCIAL MEDIA AT YOUR COMPANY?AT YOUR COMPANY?
  70. 70. RESEARCH? ADVERTISING? SOCIAL MEDIA DEPARTMENT? MARKETING? PR? DEPARTMENT?
  71. 71. Conny Kalcher President Consumer Experiences, LEGO Company Alex Hunter Head of Online Marketing for the Virgin Group Rolf Skyberg Disruptive Innovator, eBay Inc. ANY SOCIAL MEDIA EXPERIENCES? Simone Brunozzi Amazon Web Services Evangelist for Europe Paula Berg Manager of Emerging Media, Southwest Airlines Charlie Schick Editor-in-Chief, Nokia Conversations EXPERIENCES?
  72. 72. THIS COULD BE VERY USEFUL! WHY?
  73. 73. ADJUST THE EXPECTATIONS! YOU WILL BE SOMEWHERE IN THE LONG-TAIL
  74. 74. GIVE A FEELING FOR THE REALITY Vorstellung des Managements von BMW Community-Mitgliedern Reale BMW Advokaten und Community- Mitglieder!
  75. 75. 6. Moderate the crowd!
  76. 76. REWARD SOCIAL MEDIA MEMBERS
  77. 77. Legitimate complainer Needs help with products or services or wants to warn others Raises legitimate issue; may use strong language but seems open to reason Solve problems or explain policies, publicly if possible Competitor Want to promote competing products Continues to mention other brands; parrots their marketing messages Engage rationally and respectfully with your company’s perspective Type of detractor Why they make trouble How to recognize What you should do FIND GOOD WAYS TO SPEAK WITH YOUR Engaged critic Think they can make things better Makes suggestions, not just complaints; responds intelligently to others’ criticisms Create forum to encourage discussion; recognize good ideas publicly Flamer Like to argue with other members Tend to participate in “flame wars” and may have specific other members they target Refocus discussion on higher goals of community Troublemaker Have a grudge against company; hope to create problems Complains continuously and cannot be satisfied; uses incendiary language Address individually and privately, if complaints continue in face of attempts to resolve, remove from community FIND GOOD WAYS TO SPEAK WITH YOUR SOCIAL MEDIA MEMBERS AND FANS! Quelle: Forrester
  78. 78. REDUCE HARD AND ANNOYING RULESANNOYING RULES
  79. 79. 7. Become relevant offline?
  80. 80. WHY IS THIS SO IMPORTANT?
  81. 81. ABER!DANGER OF PARA-SOCIALDANGER OF PARA-SOCIAL GROUP BEHAVIOR
  82. 82. „A long way home…“
  83. 83. HOW CAN SOCIA MEDIA USERS USE THE FUNCTIONS ALSO OFFLINE?FUNCTIONS ALSO OFFLINE?
  84. 84. 1. Understand the shifting Marketingparadigm 2. Learn about your customers‘ Social Behaviour 3. Understand the DNA of a Social Media Project 4. Learn how to start Social Media4. Learn how to start Social Media 5. Get support on every level! 6. Moderate the crowd! 7. Become relevant offline!

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