Creating & building brand in digital world
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  • 1. Creating & building brand in digital world image credit - freedigitalphotos.net & pixomar
  • 2. Top online brands Newly additions – Jabong, Flipkart, Snapdeal, Myntra, Bigrock, Indiamart Source - Lars R. Talwar Norberg September, 2010
  • 3. Digital investments for leading brands Technorati Media > 2013 Digital Influence Reports
  • 4. Social presence for leading brands
  • 5. Definition of a Brand David Ogilvy : The intangible sum of a product's attributes: its name, packaging, price, its history, its reputation, and the way it's advertised. Bryan Eisenberg (Author of Waiting for your Cat to Bark) : Branding is the sub-total of all the “experiences” your customers have with your business. Burke Alder (marketing professional & blogger): A company's values as evidenced by how they deliver on those values, at every point of contact.
  • 6. Point of Contacts Pre-digital era Today Awareness Print, Radio, TV, Outdoor Conventional + Digital + Social + PR + WOM Primary search Friends, peers Friends + peers + internet Access to information -comparison, reviews Laborious process, less accurate, non-transparent Readily available, largely transparent Case studies/reviews Limited, chosen by seller Ample, more credible Best price Not sure Transparent, best deals Sales Fulfillment Only at store Store + Online + home After Sales Service/customer feedback Issues, customer grievances not available in public domain Not just available in public domain but pressure on seller for speedy resolution Role of middlemen Extremely influential, high margins Fulfillment, low margins – advantage customer! Availability Non consistent 24 X 7, Consistent
  • 7. Delighting Prospects Use each point of contact Strong Value Proposition Capture ‘Aha’ moments Create WOM moments Easy to search Build trust (e.g. No question refund) Simple, intuitive user interface Simple buying process (zero barriers) Listen & Act - Keep a tab on customer sentiment using social channels
  • 8. Creating WOM moments WestJet Christmas Miracle! https://www.youtube.com/watch?v=zIEIvi2MuEk • • 22 million hits in less than a week 1478 tweets about this video (#westjetchristmas) The example here is only for illustration and based on links available of the internet & author does not endorse the authenticity of the claims made here in anyway by the video creator or person(s) posting it
  • 9. Avoid reverse effect – Negative WOM United Breaks Guitars http://www.youtube.com/watch?v=5YGc4zOqozo • • Views:13,692,617 Likes: 71,903 The example here is only for illustration and based on links available of the internet & author does not endorse the authenticity of the claims made here in anyway by the video creator or person(s) posting it
  • 10. Are you hearing us? The Disconnect Between Listening and Engaging ?
  • 11. Engaging the Wrong Way Inefficient and Chaotic Social Media Interactions Management Questions & Comments Administration PRO Grievance addressing unit Product team Responses Customers
  • 12. Engaging the Right Way The Application of Collaboration & Insight Sentiment Analysis, Listening, Questions & Comments Management PRO Product team Customers Responses Grievance addressing Unit
  • 13. The Social Media Action Plan • Filter out the noise. • Know more than their twitter handle. • Leverage your experts. • Engage quickly & consistently. • Measure your results. Your customers want to interact with you via social media today. Are you ready?
  • 14. Thank you Contact information: Sandeep Nagpal mailto : Sandeep.nagpal@gmail.com Twitter : @sandynag Linkedin : in.linkedin.com/in/nagpalsandeep/ Disclaimer : Sandeep Nagpal is currently Director Marketing at SAP India Pvt. Ltd., Views presented here in the presentation, twitter , Linkedin &/or any other social media, website or blog etc. Are strictly in his personal capacity as a professional with multi domain experience, and DO NOT in any way represent those of his current or erstwhile employer(s).