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Digital marketing Course . Design and development of a social brand. digital design, crowdsourcing discussed.

Digital marketing Course . Design and development of a social brand. digital design, crowdsourcing discussed.

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Brand digital ... dms 9 15-11 Brand digital ... dms 9 15-11 Presentation Transcript

  • Digital Marketing Course Brand Digital … Social Branding Strategy Fall 2011 Lynchburg College School of Business and Economics Dr Ira Kaufman ©2011
  • What is your Brand?• Corporate brand• Social brand• Employer brand• Personal brand
  • The Official Ralph Lauren 4D Experience - London• http://vimeo.com/16723278
  • Strategic Branding• Defining Value – Clarify organizational values – Value Proposition Design• Designing Value – Articulate your identify – Building Social Brand thru Digital Design• Positioning • Customer Segmentation• Communicating Value – Determine Image and Personality (logo)
  • Creating Social Brand Set Priorities – Allocate 100 PointsTarget audiences Benefit to company Media – Increase goal – Increase awareness Prospects – Improve customer Past customers loyalty Partners – Attract new customers Employees – Improve social Govt/NGO brand Social communities – Develop thought leadership Thought leaders
  • Clarify Organizational ValuesKnow who you are and what thatmeans to• Your employees• Your consumers• Your potential customers• Your social communities
  • Value Proposition-1• Articulate in one sentence- 15-25 words describing why people should buy your companys products or service. • Who your customers are • What value you provide to them • Why they buy from you•
  • Value Proposition-2• Strong value propositions deliver tangible results like: • Increased revenues • Faster time to market • Decreased costs • Improved operational efficiency • Increased market share • Decreased employee turnover • Improved customer retention levels•
  • Value Proposition-3• "XYZ Corp is the exclusive provider of patent-pending project management software for paving contractors, saving U.S. contractors over $34M in 2005."
  • Articulate your identify• Be who you are, become what you want to be – Transparent – Honest – Consistent – Clear on your direction• Humanize your brand – What is its persona, beliefs, passions? – Is your brand aligned with personnel, online interactions
  • Building Social Brand thru Digital Design http://catalystsdr.com/2010/12/digital-design-the-designer-is-the-listener /
  • Crowd Sourcing• http://www.youtube.com/watch?v=F0-UtNg3ots• Democratize creation• Focus organization responsiveness• Effective for Brand/ Product development – Marketing executives2008 – (62%) -- 2009 (75%) – Kia Optima SX, redesigned seat based on Internet chatter about seat comfort. – Ford requests ideas@ thefordstory.com 4000 ideas since 4/10 (dog friendly SUV) . – Nissan invited Facebook fans to suggest names for a new interior package the Cube
  • New Gap Logo Hated by Many, Company Turns to Crowdsourcing• @superboxmonkey – “New Gap logo “looks as if it were done in Microsoft Word”• @spydergrrl – “Seen new Gap logo yet? I think it definitely captures essence of this generation, that is: “meh”
  • Online Collaboration- IBM JAMAccessing social communities to determinebrand, product, social agenda• http://www.youtube.com/watch?v=v- eD7mC_mQ8&feature=player_embedded
  • Corporate Socially Responsible Communications• http://missionzero.org/ uses CSR communications to enlist millions to take “little actions” to contribute to a more sustainable environment.• http://www.greenmyapple.org/ employs digital activism to effect social and business change.• www.justmeans.com/ engages companies, like Timberland, to use their social community site for people to discuss a company’s social and environmental impact.• Conflict crisis mapping using SMS in Kenya http://irevolution.wordpress.com/2009/11/21/peace-mapping/
  • Customer Segmentation• Targeting /attracting social communities• Know whom you serve and why they care• Speak the message in their language• Monitor customer expectations, perceptions (price ,quality, value) to determine brand position
  • Digital Connects to Brand Coke Creates a New Brand CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE (SEPTEMBER 2009)N = 1,276 posts**non-english language posts removedSource: Analysis of Facebook for Sept 1st – 30th 2009
  • Why Facebook users “like” a brand• 40% receive discounts and promotions• 39% show my support for the company• 36% to get a “freebie”• 34% to stay informed about the activities of the company• 33% to get updates on future productsExactTarget•
  • Social media users “unlike” a brand• 63% FB users would “unlike” a brand if postings become excessive, and in particular, if they are too promotional or repetitive.• 52% of Twitters users would stop following a brand if their tweets became repetitive or boring
  • Communicate Image and Personality• Look the part and be the part• 2011-Starbucks uses 19 million Facebook fans and 1.2 Twitter followers to Build brand loyalty -gain acceptance of new logo