The one thing you must get right when building a brand - Social Media Marketing

1. The one thing you must get right while building a brand
Social Media Marketing

2. Why is it such a big deal now?

3. Speed and scale of social media

4. Improves Brand Awareness
And ultimately boost sales

5. Instant Amplification of
Reputation

6. Rich, unmediated Customer Insights
Faster than ever before

7. Then what’s the catch?

8. Speed with which it can cause damage

9. A sample scenario
• P&G introduced dry-max technology for its pampers.
• Promised extra protection and less bulky
• Angry customer complains of diaper rash
• Starts a Facebook campaign
• Puts pressure on the firm
• 7000 parents joined the campaign in months

10. What constitutes a great Brand?

11. Customer Promise

12. • Reinforce promise at every customer touch
point
• Customers expect
– Innovation
– Fun
– Informality
– Honesty
– Value
– Caring attitude

13. Example
• Travel agents
• Travel websites
• Learns what people are saying
• During misinformation, site visitors provide
corrections themselves
• Social media activities true to its brand value
• Most read : VAA’s Facebook page

14. Indian example

15. • Leading Telecom company active on social media
space
• Catchy and clever ways to express recent information
• Recommends potential product ideas and innovation
• Social media grade – Interactivity level of
Telecom players in Facebook, Twitter, YouTube and
blogs
• Highest social grade among all telecom

18. • Mainly about operational execution
• Perfect service delivery
• Real time updates
• Rapid Response links
• Using social media for providing information
during a crisis
• Websites having in-depth detail

19. • Millions of products, 24/7 access
• Superior search and browse
technology
• User reviews
• In-depth product information
• Low prices
• Quick Shipping options
• Superior purchase experience
• Strong brand that consumers trust

20. Indian Example

21. • Tata synonyms to trust
• Built its brand over years
• Conglomerates of many
• Delivering at par services/quality
• Clear communication
• Customers, employees, stakeholders happy

22. Continual Improvement
Biggest social media opportunity lies in
gathering insights to drive continual
improvements

23. Innovation beyond the familiar

24. • Offering unexpected services
• Fresh insights from social media
• Recognize largely unrecognized segment
• Extensive discussions to improve
• Social networking meets
• Ideas submitted privately
• Going out of the way to enhance brand value

25. • Internet subscription service
• Streaming movies and TV episodes
• Sending DVDs by mail
• Domestic streaming
• International streaming
• Domestic DVD
• Markets through online advertising
• Broad-based media – TV and radio
• Constant innovation builds its brand
• Ranked 30 in world’s most innovative
companies

26. Indian Example

27. • Technology, engineering, construction and
manufacturing company
• Interests in electrical & automation,
Information technology
• Diversified business
• Also into realty, shipbuilding and integrated
engineering services
• Ranked in Forbes list of innovative companies

28. What builds a brand?
Brand?
Innovation
beyond the
familiar
Customer
Promise
Trust
Continual
Improvement

29. Suggestions?
• Use social media primarily for insight
• Strive to go viral, but protect the brand
• Engage, but follow the social rules
• Start with brand promise and let it guide all
actions
• Don’t get distracted by abundance of options

30. References
• https://hbr.org/2010/12/the-one-thing-you-must-get-
right-when-building-a-brand
• http://www.entrepreneur.com/article/223125
• http://www.forbes.com/companies/larsen-toubro/
• http://iso50001-help.com/wp-
content/uploads/2012/07/improve.png
• http://leocaraccessories.com/wp-
content/uploads/2013/12/Tata-Logo1.jpg
• http://www.epcworld.in/wp-
content/uploads/2012/11/lT.jpg
• http://media.zenfs.com/en-
US/video/video.pd2upload.com/video.yahoofinance.co
m@feba79e3-1c55-39cb-ba9b-
80fbd6730983_FULL.jpg

31. Disclaimer
Created by S Varadharajan, IIT Madras, during
an internship by Prof. Sameer Mathur, IIM
Lucknow.
www.IIMInternship.com