Socializing Your Brand: Why social media should inform branding - and vice-versa
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Socializing Your Brand: Why social media should inform branding - and vice-versa

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Want to know what consumers really think about your brand? Scrap the expensive, worldwide tour of focus groups – social media will give you more genuine and insightful answers. ...

Want to know what consumers really think about your brand? Scrap the expensive, worldwide tour of focus groups – social media will give you more genuine and insightful answers.

Learn how you can get useful consumer insights about your brand from social media. Using surveys, polls and social monitoring tools, your brand can benefit from gathering data on interesting brand perceptions, untapped audiences and new trends in the marketplace.

Since brand-building is a two-way street, find out how you can effectively bring your brand to social media while making the acknowledgment of these new findings and audiences a key strategy in using such platforms.

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    Socializing Your Brand: Why social media should inform branding - and vice-versa Socializing Your Brand: Why social media should inform branding - and vice-versa Presentation Transcript

    • SOCIALIZING  YOUR  B  RAND  Why  social  media  should  inform  branding  – and  vice-­‐versa                    Presented  by    Jessica  Carlson,  Social  Media  Manager  at  Off  Madison  Ave  [@jessicahcarlson,  #socialmediamanager  at  @offmadisonave]
    • “Consumers  themselves  have  become  ar;culate…They  are  banding  together,  becoming  be?er  educated  and  organized,  with  a  growing  familiarity  for  the  mechanics  of  adver;sing.”  Consumers  have  “suffered  from  decep;ve  and  stupid  adver;sing”  long  enough,  and  it  is  only  inevitable  that  power  should  shiF  to  them  in  an  economy  that  has  moved  from  scarcity  to  abundance.  “These  changes  have  tended  to  make  consumers  more  cri;cal  and  have  enhanced  their  importance.”                -­‐  Kenneth  Dameron,  “The  Consumer            Movement,”  Harvard  Business              Review  
    • 3  SIMPLE  STRATEGIES  TO  TRANSLATE  YOUR     BRAND  TO  SOCIAL  MEDIA  TONE  &  VOICE  •  Take  some  personality  quizzes  –   from  your  brand’s  perspec;ve.  •  Pretend  your  brand’s  at  a  cocktail   party  and  has  had  a  drink  or  two.  CONTENT  •  Focus  on  the  brand’s  stories  and   values  that  ma?er  to  your  audience   –  but  get  crea;ve  in  how  you   communicate  them.  
    • COMPANIES  THAT  HAVE  SUCCESSFULLY    TRANSLATED  THEIR  BRAND  TO  SOCIAL  MEDIA  
    • COMPANIES  THAT  HAVE  SUCCESSFULLY    TRANSLATED  THEIR  BRAND  TO  SOCIAL  MEDIA  
    • COMPANIES  THAT  HAVE  SUCCESSFULLY    TRANSLATED  THEIR  BRAND  TO  SOCIAL  MEDIA  
    • MARKET  RESEARCH  &  MARKET  INSIGHTS,  PRE-­‐SOCIAL  MEDIA   Average  Cost  for  TradiTonal  Market  Research   Email  Survey   $4,000   Mail  Survey   $6,000    (200  Responses)   Phone  Surveys   $5,000  to  $15,000   Focus  Group   $5,000    (10  Par;cipants)   Source:  Entrepreneur  
    • MARKET  RESEARCH  &  MARKET  INSIGHTS,  PRE-­‐SOCIAL  MEDIA  •  Credibility  of  Answers   •  Select  people  can  influence  others’  answers  in  focus  groups.   •  In  email,  mail  and  online  surveys  if  miscommunica;on   occurs,  there’s  no  way  for  a  par;cipant  to  tell  if  their  answer   is  accurate.   •  If  it  feels  like  work,  they’ll  treat  it  like  work.  •  Limited  Reach   •  Limited  to  the  amount  of  people  who  show  up.  
    • EMERGING  MARKETS,  PRE-­‐SOCIAL  MEDIA  
    • USING  SOCIAL  MEDIA  FOR  MARKET  RESEARCH  •  Wider  reach  while  s;ll  allowing  for  audience  control.   •  Targe;ng   •  Immediacy  •  Less  expensive  to  essen;ally  free.   •  Time   •  Adver;sing   •  Incen;ves  •  Market  research  ques;ons  can  be  masked  as   engaging  content.  •  Opportuni;es  to  reach  new  audiences  can  quickly  be   discovered.    
    • SIMPLE  TACTICS  This  or  That?  •  Garner  insights  by   requiring  your  audience   to  choose  between  two   op;ons.  
    • SIMPLE  TACTICS  This  or  That?  •  Or,  let  your  audience  help  make  important  marke;ng  decisions.     Which  is  Fake?    
    • SIMPLE  TACTICS  Fill  in  the  Blank…    •  Sen;ment  •  Brand  Values  •  Percep;ons  •  Demo  Insights  •  Product  Insights  •  Reviews  •  Demand  •  Feedback    
    • SIMPLE  TACTICS  Polls  &  Surveys    •  Using  “likes”  to   gauge  demand   or  sen;ment.  •  Using   applica;ons  to   garner  audience   insights.  
    • SIMPLE  TACTICS  Simply  Ask  •  Find  out  how   they’re  using  your   services  or   products.  •  Find  out  how   oFen.  •  Find  out  how  they   feel  about  your   brand  values.  
    • TACTICS  TO  GLEAN  MORE  Listening    •  Insights  into  brand  adop;on   by  new  audiences.  •  Percep;on  of  brand  values   and  searching  for   inconsistencies  or  new   opportuni;es.  •  Influencer  demographics.  •  Brand  sen;ment  aFer  a  crisis.  
    • TACTICS  TO  GLEAN  MORE  Online  Focus  Groups  and  Interviews    •  Find  key  influencers  among  emerging  audiences   and  pick  their  brains  for  more  insights  into  how  to   best  reach  them.  •  Track  users  that  have  generated  interes;ng   insights  into  your  brand  and  invite  them  to  an   online  focus  group.  
    • TACTICS  TO  GLEAN  MORE  In-­‐Depth  Surveys    •  Promote  surveys  on  your  social  media  outposts  to   glean  further  informa;on  on:   •  Brand  percep;ons   •  Their  expecta;ons  in  following  the  brand   •  Demographic  informa;on   •  Point  in  the  purchase  cycle  
    • USING  FINDINGS  TO  RESTRUCTURE  YOUR  BRAND     AND  MARKETING  STRATEGY   •  Donors  include  Will  Smith,  Adam   Lambert  and  countless  children.   •  One  boy  gave  up  his  Christmas  to   donate  money  and  many  children   have  given  their  allowances.   •  Current  brand  values  include   passion  without  boundaries,   technology  for  good,  the   audacious  is  a?ainable,  start  small,   li?le  things  can  change  lives.  
    • USING  FINDINGS  TO  RESTRUCTURE  YOUR  BRAND     AND  MARKETING  STRATEGY   •  Add  new  meaning  to  the  brand   values  of  “li?le  things  can  change   lives”  and  “passion  without   boundaries.”   •  Increase  the  promo;on  of  water   for  schools.   •  Keep  sharing  these  stories  on   social  media  outposts,  but   consider  building  those  specific  to   just  children.  
    • QUESTIONS?  COMMENTS?  @jessicahcarlson  |  jessicac@offmadisonave.com