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bUILBrandsG Social        dI N
Fadi Khater                         Game Changer atJad Hindy                NetizencyHead of Brand & Comms    Fadi.khater....
What’s a social brand?         The Social Brand ShowDownStructuring a social brand
Itworks hard         and         plays         hard
It hasextracurricular activities
It doesn’ttake itselftooooooooseriously
It   hashobbies
ItsCustomers    are its
It apologizeswhen it doesthings wrong
inSum.eh.ree
What’s a social brand?         The Social Brand ShowDownStructuring a social brand
ROUND ONE                1,031,232fnz	  44,207fnz	  
Inno-centFMSG:	  Built	  on	      consumer	      dialogue,	  research,	      health,	  and	  leaving	      things	  be:er	...
ROUND TWO         225,488fnz	    39,426fnz	  
giffgaffA	  telecom	  operator	  where	  customers	  ask	  and	  answer	  each	  other.	  People	  who	  answer	  quesDons...
ROUND THREE      58fnz	  313,230fnz	  
Ikea       Be	  the	  first	  	  to	  tag	  yourself	          to	  an	  item	  	        in	  an	  image	              from...
ROUND FOUR                   31,855,789fnz	  5,772,354fnz	  
Thirty  Allowed	  fans	    to	  be	  part	  of	   the	  recording	              process	                                 S...
ROUND FIVE                837fnz	  53,051fnz	  
Wild   They	  crowd-­‐sourced	  the	     menu	  and	  locaDon	     decisions	     They	  created	  a	  following	     befo...
ROUND SIX   296,323fnz	  1,548,663fnz	  
Thread         Asks	  customers	  to	           submit	  T-­‐shirt	           designs	  (it	  gets	  300	           per	  ...
What’s a social brand?         The Social Brand ShowDownStructuring a social brand                          Office Design ...
Structurestartup model
Structure         Transaction                 Relationship          Marketing                   Marketing Marketing Mix Do...
Structure            Virgin Mobile Qatar              Propositions              and PricingBrand &   No Marketing        C...
Structure            Virgin Mobile Qatar              Propositions              and PricingBrand &   No Marketing        C...
StructureBrand and CommunicationsOnline	  CommuniDes	              Retail	  and	  Live	                         Brand	  Pl...
Structure
What’s a social brand?         The Social Brand ShowDownStructuring a social brand                          Office Design ...
925      Operation
OperationBrandingAlive
Operation    SocialActivities        Concrete        Actions
OperationInnovation
Chairs         Operation
What’s a social brand?         The Social Brand ShowDownStructuring a social brand                          Office Design ...
OneLocation           Office Design
Office DesignBring downthe walls
TeamsSeat as     Office Design
Office DesignProximityis key
Office Design o n g esLu 	          	            	                               	                                      	 ...
Office Designrecrea tion    area
Allow      Personal-ization            Office Design
HOME       Office Design
Sayonara
How to Build a Social Brand
How to Build a Social Brand
How to Build a Social Brand
How to Build a Social Brand
How to Build a Social Brand
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How to Build a Social Brand

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How to Build a Social Brand, as presented by Jad Hindy and Fadi Khater from Netizency at Click 5.0 in Dubai

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How to Build a Social Brand

  1. 1. bUILBrandsG Social dI N
  2. 2. Fadi Khater Game Changer atJad Hindy NetizencyHead of Brand & Comms Fadi.khater.orgat Qtel and Partner atNetizencywww.jadhindy.com
  3. 3. What’s a social brand? The Social Brand ShowDownStructuring a social brand
  4. 4. Itworks hard and plays hard
  5. 5. It hasextracurricular activities
  6. 6. It doesn’ttake itselftooooooooseriously
  7. 7. It hashobbies
  8. 8. ItsCustomers are its
  9. 9. It apologizeswhen it doesthings wrong
  10. 10. inSum.eh.ree
  11. 11. What’s a social brand? The Social Brand ShowDownStructuring a social brand
  12. 12. ROUND ONE 1,031,232fnz  44,207fnz  
  13. 13. Inno-centFMSG:  Built  on   consumer   dialogue,  research,   health,  and  leaving   things  be:er  than   they  found  them  
  14. 14. ROUND TWO 225,488fnz   39,426fnz  
  15. 15. giffgaffA  telecom  operator  where  customers  ask  and  answer  each  other.  People  who  answer  quesDons  are  financially  rewarded.  Cost  savings  from  the  call  center  are  passed  on  to  customers.  
  16. 16. ROUND THREE 58fnz  313,230fnz  
  17. 17. Ikea Be  the  first    to  tag  yourself   to  an  item     in  an  image   from  the    Ikea  Catalogue   and  win     that  item  
  18. 18. ROUND FOUR 31,855,789fnz  5,772,354fnz  
  19. 19. Thirty Allowed  fans   to  be  part  of   the  recording   process   Seconds through   contribuDng   sounds.   They  went  as   to Mars far  as  inviDng  fans  from  Iran   and  monks   from  Tibet.  
  20. 20. ROUND FIVE 837fnz  53,051fnz  
  21. 21. Wild They  crowd-­‐sourced  the   menu  and  locaDon   decisions   They  created  a  following   before  even  opening  and   started  the  concept   based  on  what  people  Peeta told  them  
  22. 22. ROUND SIX 296,323fnz  1,548,663fnz  
  23. 23. Thread Asks  customers  to   submit  T-­‐shirt   designs  (it  gets  300   per  day);  and  gets   the  community  to  -less vote.         There  are  300   winners/year,  who   get  $2000  each.   It  sells  the  winning   T-­‐shirts  on  its   website  for  $18  
  24. 24. What’s a social brand? The Social Brand ShowDownStructuring a social brand Office Design Structure Operation
  25. 25. Structurestartup model
  26. 26. Structure Transaction Relationship Marketing Marketing Marketing Mix Dominated Conversation Orient ed Price Sensitive Servic e SensitiveTechnical Quality Dominated In teraction Quality Dominated tomem r Ad Hoc Customer ime Ct s yste u Real-temen S Satisfaction Surveys Engag Limited Importance of Substantial Importance Internal Marketing of Internal Marketing
  27. 27. Structure Virgin Mobile Qatar Propositions and PricingBrand & No Marketing CustomerComms Department Service Sales & Distribution
  28. 28. Structure Virgin Mobile Qatar Propositions and PricingBrand & No Marketing CustomerComms Department Service Sales & Distribution
  29. 29. StructureBrand and CommunicationsOnline  CommuniDes   Retail  and  Live   Brand  Planning     .&  CommunicaDons   CommunicaDons   and  InnovaDon   v sBrand and CommunicationsCorporate   MarkeDng   Brand   PR  and     Media  Comms   Comms   Management   Events  
  30. 30. Structure
  31. 31. What’s a social brand? The Social Brand ShowDownStructuring a social brand Office Design Structure Operation
  32. 32. 925 Operation
  33. 33. OperationBrandingAlive
  34. 34. Operation SocialActivities Concrete Actions
  35. 35. OperationInnovation
  36. 36. Chairs Operation
  37. 37. What’s a social brand? The Social Brand ShowDownStructuring a social brand Office Design Structure Operation
  38. 38. OneLocation Office Design
  39. 39. Office DesignBring downthe walls
  40. 40. TeamsSeat as Office Design
  41. 41. Office DesignProximityis key
  42. 42. Office Design o n g esLu              meetingrooms
  43. 43. Office Designrecrea tion area
  44. 44. Allow Personal-ization Office Design
  45. 45. HOME Office Design
  46. 46. Sayonara

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