Brand - Social Iconography

Hot Buttons
A one-week study of Facebook/Twitter buttons in print ads

It all started with

Which led to
A simple research on social media buttons in print ads
Bangalore Times
13th – 19th May
All brand ads with Facebook/Twitter buttons
….and this is how I rated them
Despite the imagery, no brands were harmed during the making of this report

Thou shalt be judged on
Prominence in ad
Details given in ad
Hygiene factors on the accounts
Use of tools (Facebook)
Conversations
Strategy (if any)

Facebook and Twitter buttons prominently displayed, but no name, handle, url mentioned
Facebook search results has many official sites and fan made pages, but nothing officially Indian.
Playboy Footwear account belongs to L.A
NA/5
#18
NA/5

#17
Prominent display of buttons, but no names/urls
The obvious name/handle is not owned by the brand on Facebook/Twitter
Facebookurl turned out to be Franco-Leone-Shoes-Pvt-Ltd
341 Likes
Information, photos updated
No conversation
Twitter account not found
1/5
NA/5

#16
Prominent display of Facebook and Twitter buttons
No mention of name/url
Facebook search for RedTape (not Red Tape) yielded this as first result
7485 Likes
Minimal Info, many photos
No conversations
2/5
NA/5
Twitter Search for Red Tape (not RedTape!!) yielded results for a US account
Account has 1 Following and 24 Followers
Inactive since Jul 09

#15
Facebook and Twitter buttons displayed reasonably well, but no url/name/handle
Facebook leads many results. Requires sifting to find the official account
Page has 133 Likes
Info updated
No Wall
Twitter handle obtained by a BrandFactory search - @brandfactoryFG
Bio, DP updated
Account has 2 Following and 0 Followers
Announcements
Inactive since March
1/5
1/5

The one who started it all
Facebook and Twitter buttons well displayed but no name/handle/url
A Facebook Search easily gets you there
Facebook Page has 115 Likes
Info, photos updated
No conversations, but democratic 
A Twitter Search gets you there thanks to John Abraham
Account has 1 Following, 6 Followers
Announcements, no interactions
#14
2/5
1.5/5

Clear mention of Facebook and Twitter url
Facebook page has 349 Likes
Features apparel photos and videos
Information updated
Not much in terms of conversation
Connected to twitter account with a dedicated tab
#13
2/5
Twitter account has 11 following and 25 followers
Bio, Background, DP updated
But updates almost seem automated with no interaction
1.5/5

#12
Facebook button and url quite prominent
Could’ve used a smaller page name though
Info, Photos, Videos updated
Announcements
Conversational
Tab for the campaign
2.75/5

Facebook & Twitter buttons almost hidden thanks to denim background
No mention of url/name/handle
Simple search on Facebook gives results
Information, photos updated. Questions used, but minimally
Puzzle app leads to website
No conversations
2.75/5
#11
Only basic search required
Announcements. Not Interactive
Inactive since April
1.5/5

#10
Facebook button and url prominently displayed
Info, Photos updated
Information dissemination, including events
No conversations, but link to queries’ page
3/5

3/5
Facebook button and url prominent. ‘Like Us’ sounds like a Kareena command 
Incentive to Like
Tabs used but execution could have been better
#9
(the brand, Kareena, not you)

Facebook button and url very prominently displayed
RSS Feed has a bug
IPL quiz in progress
Starts conversations on other relevant Fan Page Walls
Conversational
3.25/5
#8

Facebook and Twitter logos prominently displayed
Facebook Page has 103895 fans
Linked to twitter, YouTube
Polls used, not Events
Tabs used for various campaigns including a ‘Wish Ranbir’
Announcements and some conversations
3.25/5
3/5
Bio, DP, Background updated
Only announcements, no conversations
#7

3.25/5
Facebook button and url prominent
Info, Photos, videos updated
Tabs for specific models
‘Likes’ other Audi accounts
Extensive use of Notes
Reasonably conversational
#6

Facebook button displayed prominently but no name/url mentioned
Fan made Page more easily recognisable in Search
Neatly done Store locator and Collection tabs
Also has a Rewards Program tab
Interesting ‘Travel Thursdays’ content plan, in addition to announcements
Conversational
3.25/5
#5

Facebook button reasonably prominent and url provided
Incentive to Like and to invite Friends to Like
Events, Polls used well
Tabs used for different campaigns
Storefront leads to website
Many quizzes but no conversations
3.25/5
#4

Facebook and Twitter url almost hidden in dealer panel, but name, handle mentioned
Storefront leads to website
Also has a Corporate Gifting enquiries form
Interactive, with Trivia and Quizzes
Conversational, but minimally so
#3
3.5/5
2/5
Twitter account has 442 following and 967 followers
Bio, Background, DP updated
Trivia questions and announcements.
No conversations

Facebook button and url as prominent as possible 
Info, photos, videos updated
Notes used well for T&C
Linked to Ustream and YouTube
A customised app for a campaign
Very Conversational
3.75/5
#2

Facebook and Twitter url almost hidden, but name, handle mentioned
Storefront linked to First Citizen Club
A Tweet20 Contest app
Good Use of Events
Interactive Quiz
Extremely Conversational
4/5
Bio, DP, Background updated
Tweet20 Quizzes in progress
Conversational
3.5/5
#1

Observations
Only about 25% of the ads in the period had social media buttons (22/ approx 90)
Surprising to see many large, international brands, known for their savvy, missing
Presence ranged from randomness to checklist material to experimentation to beginnings of strategy
Apparel and accessories dominate (11/18)

Observations
There is definitely some movement towards social commerce
The Top 6 seem to have some notion of strategy
Surprising to see Brand Factory doing so miserably when others in the portfolio – ezone and BigBazaar seem to be getting a hang of this

Oh Yes, I use buttons too ;)
http://www.linkedin.com/in/manuprasad
https://twitter.com/manuscrypts
www.manuprasad.com/blog
www.manuscrypts.com

Brand - Social Iconography

by Manu Prasad on May 19, 2011

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Brand - Social Iconography — Presentation Transcript