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How to Build a Social Brand

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

1 of 51
bUILBrandsG
 Social
        dI N
How to Build a Social Brand
Fadi Khater
                         Game Changer at
Jad Hindy                Netizency
Head of Brand & Comms    Fadi.khater.org
at Qtel and Partner at
Netizency
www.jadhindy.com
What’s a social brand?
         The Social Brand ShowDown
Structuring a social brand
How to Build a Social Brand
It
works
 hard
         and
         plays
         hard
Ad

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How to Build a Social Brand

  • 3. Fadi Khater Game Changer at Jad Hindy Netizency Head of Brand & Comms Fadi.khater.org at Qtel and Partner at Netizency www.jadhindy.com
  • 4. What’s a social brand? The Social Brand ShowDown Structuring a social brand
  • 6. It works hard and plays hard
  • 9. It has hobbies
  • 11. Its Customers are its
  • 12. It apologizes when it does things wrong
  • 15. What’s a social brand? The Social Brand ShowDown Structuring a social brand
  • 16. ROUND ONE 1,031,232fnz   44,207fnz  
  • 17. Inno- centFMSG:  Built  on   consumer   dialogue,  research,   health,  and  leaving   things  be:er  than   they  found  them  
  • 18. ROUND TWO 225,488fnz   39,426fnz  
  • 19. giffgaff A  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.  
  • 20. ROUND THREE 58fnz   313,230fnz  
  • 21. Ikea Be  the  first     to  tag  yourself   to  an  item     in  an  image   from  the     Ikea  Catalogue   and  win     that  item  
  • 22. ROUND FOUR 31,855,789fnz   5,772,354fnz  
  • 23. 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.  
  • 25. ROUND FIVE 837fnz   53,051fnz  
  • 26. 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  
  • 27. ROUND SIX 296,323fnz   1,548,663fnz  
  • 28. 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  
  • 29. What’s a social brand? The Social Brand ShowDown Structuring a social brand Office Design Structure Operation
  • 31. Structure Transaction Relationship Marketing Marketing Marketing Mix Dominated Conversation Orient ed Price Sensitive Servic e Sensitive Technical 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
  • 32. Structure Virgin Mobile Qatar Propositions and Pricing Brand & No Marketing Customer Comms Department Service Sales & Distribution
  • 33. Structure Virgin Mobile Qatar Propositions and Pricing Brand & No Marketing Customer Comms Department Service Sales & Distribution
  • 34. Structure Brand and Communications Online  CommuniDes   Retail  and  Live   Brand  Planning     . &  CommunicaDons   CommunicaDons   and  InnovaDon   v s Brand and Communications Corporate   MarkeDng   Brand   PR  and     Media   Comms   Comms   Management   Events  
  • 36. What’s a social brand? The Social Brand ShowDown Structuring a social brand Office Design Structure Operation
  • 37. 925 Operation
  • 39. Operation Social Activities Concrete Actions
  • 41. Chairs Operation
  • 42. What’s a social brand? The Social Brand ShowDown Structuring a social brand Office Design Structure Operation
  • 43. One Location Office Design
  • 45. Teams Seat as Office Design
  • 47. Office Design o n g es Lu               meeting rooms
  • 49. Allow Personal -ization Office Design
  • 50. HOME Office Design

Editor's Notes

  1. A social brand does not only work from 9 to 5.
  2. It has a personal life with time for work and play.
  3. It does extracurricular activities; it goes out at night and on weekends, goes for coffee, and goes partying,
  4. And it doesn’t take itself too seriously.
  5. It has hobbies, it’s into music, movies, sports or art. It does gatherings and shares its interest.
  6. It’s friendly and close to the heart. It’s fun to be around.
  7. It’s customers are its friends, it addresses them by name, asks for their help
  8. And it apologizes to them when it does wrong. Asks for forgiveness not permission – test things out; but be mostly right
  9. It’s like a famous friend; and it’s customers are his entourage. It takes care of the people who like and support it.
  10. Take a Startup Model and expand it.Make it as flat as possible.Build teams as much as possibleEmpower horizontally / vertically
  11. A social media department is not something on the side… social media is something that all employees will do.
  12. Work doesn’t need to be between 9 and 5, what is important is that tasks get to be delivered on time.
  13. Static branding will be a thing of the past and company logos, advertising and messaging will be constantly moving.
  14. Translate Social Activities into concrete actions: and make them part of the companies roadmap/project plan
  15. Look for innovation outside the boardroom.
  16. Don’t have chairs in the meeting rooms; use couches where people sit closer together
  17. Internet Penetration30% is on FacebookThat’s 37 new user every minute!YouTube is the most visited websiteOnly 1,000 blogs in Qatar
  18. This left us with a huge opportunityThe young at heartan audience who share our attitude to life rather than falling into a specific age group.Our Bull’s Eye:The Qatari male who is into drag racing, his Sony Playstation and local music.
  19. This is the digital generation, brought up generating their own content or consuming the content they want, digitallyWe want to:Build customer evangelism (i.e. positive word of mouth)Own key communities because…communities filter and amplify messages.
  20. We want to target that 1% build a close relationship with them, transform them into ambassadors into real advocates. As other telcos spend their time and money trying to convert the 90%, we want to have a intimate relationship with the 1%. And turn them into our communication channel
  21. QVMS Partnered with the HOGs - Harley Davidson, and promoted the brand through all of their activitiesThis association created excellent social media content ranging from photos and videos, to live updates on the HOGs cross country journeys and activitiesThis Niche group got a significant following through the QVMS brand, and gave it a very strong content platform
  22. Sponsored an awareness event with HD for Qatar National Cancer Society – 15 OctAround 600 Bikes arrived in Qatar from all GCCThere was a ride across the countryThe bikes where displayed in an exhibition
  23. Sponsored a Harley Davidson ride across the GCC to celebrate Qatar winning the bid for the 2022 FIFA World CupAccompanied the bikers to the border with our QVMS carsBranded the BikesGot media coverage
  24. Created a Harley Davidson ride to celebrate National Day, culminating with a bike line-up BBQ at the corniche to watch the country’s National Day Celebrations85 Bikers joined the celebrationsThe Bling It car displayed live coverage of the national celebrations
  25. QVMS owned twitter in Doha; it got the twitter community together through”Monthly Gatherings: Doha TweetupsAn Global Annual event: Sponsoring/organizing Doha TwestivalOnline Activity Aggregation: Creating dohatweets.com
  26. - QVMS actively participated in Doha Twestival 2011 as a platinum sponsor.DT was held at Aspire Park on 24 March 2011 from 6 to 9 PM.- It raised QR 90k to ROTA, and ranked as the 4th city globally in terms of funds raised- More than 400 attendees.
  27. We created the first and only website in Qatar to capture all tweets, photos, and videos that are coming from the country through a twitter API
  28. Created a competition for people to include their pictures in our 2011 calendarUpload your photos to FlickrVote for the best photo on FacebookFlyersTent CardsUpload BoothStaff T-Shirts
  29. 2011 Make It Yours Photo Exhibition held at Villaggio Virgin Megastore opened 24 February. The exhibition represents the 12 winning photos from the Flickr competition and a selection of the 1,100 photos entered. At the opening of the exhibition we gave the lucky winner the amazing prize. Exhibition ends 4 March.
  30. Movies was a shared interest between QVMS and the massesThe Movie passion was launched at the Tribecca Film Festival by sponsoring all the volunteer movie buffs and providing them with a QVMS chill out loungeWe continued promoting movies through monthly movie nights whereby people would enter twitter competitions to win tickets, and collect them from QVMS stores
  31. VMQ Started focusing on promoting itself through events and started Movie NightsA contract was completed with the Cinema to have Movie Nights on the 3rd Wednesday of every month
  32. And this couldn’t have been done without our peopleOur recent employee engagement survey show that 71% of our employees feel that QVMS is a great place to work. A fantastic score given the challenging, ambiguous, de-motivating, uncertain time we have had since launchingWe attained a score equivalent to a 2yr old Virgin business