Positioning with social media


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  • http://www.brandchannel.com/images/papers/153_HowToCrashTheParty.pdf http://www.cmotwo.com/2009/05/04/cmo-20-conversation-with-mark-colombo-svp-digital-access-marketing-fedex/
  • http://en.wikipedia.org/wiki/Positioning_(marketing)
  • Why are social media important
  • http://www.emergencemarketing.com/category/branding/
  • http://www.youtube.com/watch?v=hKoB0MHVBvM http://moblogsmoproblems.blogspot.com/2006/06/coke-gets-geyser-of-community-based.html http://moblogsmoproblems.blogspot.com/2006/07/coke-boldly-goes-where-every-other.html http://www.thecoca-colacompany.com/ourcompany/mission_vision_values.html
  • How To Crash The Consumer-Controlled Party And Not Get Thrown Out… http://www.allaboutbranding.com/index.lasso?article=460
  • http://www.brandchannel.com/home/post/2011/01/14/PG-Opens-Virtual-Clubhouse-for-Mr-Mom.aspx http://whois.domaintools.com/manofthehouse.com http://twitter.com/moth_editor http://www.facebook.com/manofthehouse
  • http://socialmediatoday.com/SMC/141433
  • Positioning with social media

    1. 1. Positioning with Social Media Constantine Sivenas
    2. 2. <ul><li>“ Brands are built by customers, one experience at a time” </li></ul><ul><li>(Marc Colombo, SVP of Digital Access Marketing, FedEx ) </li></ul>
    3. 3. Positioning <ul><li>Creating an identity in the minds of consumers for products, brands and organizations </li></ul><ul><li>Identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies </li></ul><ul><li>Creating impressions in the customers mind </li></ul><ul><li>(wikipedia) </li></ul>
    4. 4. Social Media <ul><li>Transform communication into interactive dialogue </li></ul><ul><li>Allow for the creation and exchange of user generated content </li></ul><ul><li>Very popular </li></ul>
    5. 5. Social Media <ul><li>Blogs </li></ul><ul><ul><li>Wordpress.com, blogger.com , wordpress.org, drupal.org </li></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>Facebook, elgg.org </li></ul></ul><ul><li>Social Bookmarking </li></ul><ul><ul><li>digg.com, delicious.com, pligg.com </li></ul></ul><ul><li>Micro-blogging/Broadcasting </li></ul><ul><ul><li>twitter.com, status.net </li></ul></ul><ul><li>Wiki’s </li></ul><ul><ul><li>Wikipedia.org, mediawiki.org </li></ul></ul><ul><li>Forums </li></ul><ul><ul><li>Many different platforms </li></ul></ul>
    6. 6. Why Social Media? <ul><li>Direct communication with target market </li></ul><ul><li>Allow for a consistent and enhanced brand experience </li></ul><ul><li>Can be of additional value to customers </li></ul><ul><li>Customers become the messengers </li></ul><ul><li>Customers perceive brand as one that listens, and that is able to deal with direct and open criticism </li></ul>
    7. 7. Positioning with Social Media <ul><li>Your target market is talking </li></ul><ul><li>Develop a point of view and get the community to support it </li></ul><ul><li>Align campaign to position </li></ul><ul><li>Select the right platforms </li></ul><ul><li>Involve your customers so that they embrace a shared view of the brand and product </li></ul><ul><li>Manage image, drive participation </li></ul>
    8. 8. 2006 <ul><li>Diet Coke + Mentos </li></ul><ul><li>Mentos: Sponsored the original video </li></ul><ul><li>Coke: “We would hope people want to drink [Diet Coke] more than try experiments with it&quot;. </li></ul><ul><li>(Coke spokeswoman, Susan McDermott ) </li></ul><ul><li>Coca Cola Mission Statement: </li></ul><ul><ul><li>To refresh the world... </li></ul></ul><ul><ul><li>To inspire moments of optimism and happiness ... </li></ul></ul><ul><ul><li>To create value and make a difference. </li></ul></ul><ul><ul><li>(thecoca-colacompany.com) </li></ul></ul>http://www.youtube.com/watch?v=hKoB0MHVBvM
    9. 9. Lessons <ul><li>Inconsistencies in positioning and Social Media strategy can be damaging </li></ul><ul><li>Immediate backlash from blogging community </li></ul><ul><li>It is hard to lead a community away from its chosen path </li></ul><ul><li>A brand needs to set the direction from the beginning </li></ul><ul><li>“ Consumers want to express themselves without the brand dictating how they do it” </li></ul><ul><li>( allab out branding.com ) </li></ul>
    10. 10. manofthehouse.com <ul><li>It’s Like Duct Tape But Online </li></ul><ul><li>Practical advice to the family man (Mr. Mom) </li></ul><ul><li>Encourages community participation </li></ul><ul><li>Launched in June 2010 and had over half a million monthly unique visitors by December </li></ul><ul><li>2,639 People Like This on Facebook </li></ul><ul><li>1,111 are following on Twitter </li></ul>http:// whois.domaintools.com/manofthehouse.com
    11. 11. &quot;The Best A Man Can Get&quot; <ul><li>Men were going to women’s Web sites to find information </li></ul><ul><li>Serving customer needs </li></ul><ul><li>Engages target market by providing helpful information </li></ul><ul><li>Consistent with positioning </li></ul>
    12. 12. Positioning with Social Media <ul><li>The way you control a brand promise through multiple touch-points is…by embracing Hyper-Sociality and all the messiness that comes with it and allow all the people involved in the process to behave like humans </li></ul><ul><li>(Socialmediatoday.com) </li></ul>
    13. 13. Read More <ul><li>http://socialwiki.me/index.php?title=Social_Media </li></ul><ul><li>http://socialwiki.me/index.php?title=Positioning </li></ul><ul><li>http://socialwiki.me/index.php?title=Positioning </li></ul>