3. Name, term, design, symbol, or any
other feature that identifies one seller’s good
or service as distinct from those of other
seller. A brand may identify one items , a
family of items or all items of the that seller.
If used for the firm as a whole, the preferred
term is trade name
15. The limiting factors
• Understanding the process and
strategy
• Building Brand loyalty and equity
• Manage the floodgates for critical
commentary.
16. Social Media Case Study: Amway
India Became the No. 1 Indian Brand
for Page-Post Engagement
17. Social Media Case Study: Amway
Objectives
•To attract a large fan database.
•To interact and create an effective relationship with
the ‘young’ fans.
•To create brand awareness and spread Amway’s
core values on Facebook.
•To identify and reward the online brand
ambassadors.
18. Social Media Case Study: Amway
KRDS created Amway India’s Facebook Page from
scratch and started:
•Posting on behalf of the American multinational
company on facebook two or three times a day.
•Interacting with fans through messages, timeline posts,
and quiz polls.
•Developing tabs such as Welcome, Community
Guidelines and various other applications.
•Moderating the comments received on an hourly basis.
•Supervising the page’s Crisis Management
19. Social Media Case Study: Amway
Results
•Amway India’s community grew from 0 to over
30,000 fans in just 3 months, without any media
purchase.
•Very quickly, Amway India’s Facebook publications
began to generate very high engagement rates and
extremely positive feedback.
•Some posts received over:
o10,000 likes.
o10,000 shares.
o10,000 comments.
21. Social Media Case Study: Mc Donald’s
In mid-January, McDonalds launched a Twitter
campaign using the #McDStories. McDonald’s asked
users to post nostalgic stories about their experiences on
Happy Meals, however, the #McDStories campaign
quickly took a whole different turn very quickly as users
started using the stories to instead share horror
experiences and shock tales. From poor work conditions
to appalling food quality, McDonald’s campaign turned
negative attention back to itself.
23. Social Media Case Study: McDonald’s
Lesson:
Social media campaigns always contain a measure
of risk, where perception from users cannot be controlled.
McDonald’s suffered from this, with the hijacking of their
story campaign. While companies, to some degree, can
attempt to anticipate reaction from customers, at times it is
simply impossible. In general, companies need to prepare
contingency plans, and have a strategy for when social
media fails. This is also a great example which shows that
no-one, not even a global restaurant giant, can control
conversations on the internet.