Brand - Social Iconography

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Use of Social Media logos in Print Media. A week's study of ads in Bangalore Times and the brand experience therein.

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Brand - Social Iconography

  1. 1. Hot Buttons<br />A one-week study of Facebook/Twitter buttons in print ads<br />
  2. 2. It all started with<br />
  3. 3. Which led to <br />A simple research on social media buttons in print ads<br />Bangalore Times<br />13th – 19th May <br />All brand ads with Facebook/Twitter buttons<br />….and this is how I rated them <br />Despite the imagery, no brands were harmed during the making of this report<br />
  4. 4. Thou shalt be judged on<br />Prominence in ad<br />Details given in ad<br />Hygiene factors on the accounts<br />Use of tools (Facebook)<br />Conversations<br />Strategy (if any)<br />
  5. 5. <ul><li>Facebook and Twitter buttons prominently displayed, but no name, handle, url mentioned
  6. 6. Facebook search results has many official sites and fan made pages, but nothing officially Indian.
  7. 7. Playboy Footwear account belongs to L.A</li></ul>NA/5<br />#18<br />NA/5<br />
  8. 8. #17<br /><ul><li>Prominent display of buttons, but no names/urls
  9. 9. The obvious name/handle is not owned by the brand on Facebook/Twitter
  10. 10. Facebookurl turned out to be Franco-Leone-Shoes-Pvt-Ltd
  11. 11. 341 Likes
  12. 12. Information, photos updated
  13. 13. No conversation
  14. 14. Twitter account not found</li></ul>1/5<br />NA/5<br />
  15. 15. #16<br /><ul><li>Prominent display of Facebook and Twitter buttons
  16. 16. No mention of name/url
  17. 17. Facebook search for RedTape (not Red Tape) yielded this as first result
  18. 18. 7485 Likes
  19. 19. Minimal Info, many photos
  20. 20. No conversations</li></ul>2/5<br />NA/5<br /><ul><li>Twitter Search for Red Tape (not RedTape!!) yielded results for a US account
  21. 21. Account has 1 Following and 24 Followers
  22. 22. Inactive since Jul 09</li></li></ul><li>#15<br /><ul><li>Facebook and Twitter buttons displayed reasonably well, but no url/name/handle
  23. 23. Facebook leads many results. Requires sifting to find the official account
  24. 24. Page has 133 Likes
  25. 25. Info updated
  26. 26. No Wall
  27. 27. Twitter handle obtained by a BrandFactory search - @brandfactoryFG
  28. 28. Bio, DP updated
  29. 29. Account has 2 Following and 0 Followers
  30. 30. Announcements
  31. 31. Inactive since March</li></ul>1/5<br />1/5<br />
  32. 32. The one who started it all<br /><ul><li>Facebook and Twitter buttons well displayed but no name/handle/url
  33. 33. A Facebook Search easily gets you there
  34. 34. Facebook Page has 115 Likes
  35. 35. Info, photos updated
  36. 36. No conversations, but democratic 
  37. 37. A Twitter Search gets you there thanks to John Abraham
  38. 38. Account has 1 Following, 6 Followers
  39. 39. Announcements, no interactions</li></ul>#14<br />2/5<br />1.5/5<br />
  40. 40. <ul><li>Clear mention of Facebook and Twitter url
  41. 41. Facebook page has 349 Likes
  42. 42. Features apparel photos and videos
  43. 43. Information updated
  44. 44. Not much in terms of conversation
  45. 45. Connected to twitter account with a dedicated tab</li></ul>#13<br />2/5<br /><ul><li>Twitter account has 11 following and 25 followers
  46. 46. Bio, Background, DP updated
  47. 47. But updates almost seem automated with no interaction</li></ul>1.5/5<br />
  48. 48. #12<br /><ul><li>Facebook button and url quite prominent
  49. 49. Could’ve used a smaller page name though
  50. 50. Facebook Page has 221 Likes
  51. 51. Info, Photos, Videos updated
  52. 52. Announcements
  53. 53. Conversational
  54. 54. Tab for the campaign</li></ul>2.75/5<br />
  55. 55. <ul><li>Facebook & Twitter buttons almost hidden thanks to denim background
  56. 56. No mention of url/name/handle
  57. 57. Simple search on Facebook gives results
  58. 58. Facebook page has 37100 Likes
  59. 59. Information, photos updated. Questions used, but minimally
  60. 60. Puzzle app leads to website
  61. 61. No conversations</li></ul>2.75/5<br />#11<br /><ul><li>Only basic search required
  62. 62. Account has 80 Following, 160 Followers
  63. 63. Announcements. Not Interactive
  64. 64. Inactive since April</li></ul>1.5/5<br />
  65. 65. #10<br /><ul><li>Facebook button and url prominently displayed
  66. 66. Facebook page has 4973 Likes
  67. 67. Info, Photos updated
  68. 68. Information dissemination, including events
  69. 69. No conversations, but link to queries’ page</li></ul>3/5<br />
  70. 70. 3/5<br /><ul><li>Facebook button and url prominent. ‘Like Us’ sounds like a Kareena command 
  71. 71. Facebook Page has 2166 Likes
  72. 72. Info, Photos, Videos updated
  73. 73. Incentive to Like
  74. 74. Tabs used but execution could have been better</li></ul>#9 <br />(the brand, Kareena, not you)<br />
  75. 75. <ul><li>Facebook button and url very prominently displayed
  76. 76. Facebook Page has 379 Likes
  77. 77. Info, Photos updated
  78. 78. RSS Feed has a bug
  79. 79. IPL quiz in progress
  80. 80. Starts conversations on other relevant Fan Page Walls
  81. 81. Conversational</li></ul>3.25/5<br />#8<br />
  82. 82. <ul><li>Facebook and Twitter logos prominently displayed
  83. 83. Facebook Page has 103895 fans
  84. 84. Info, Photos updated
  85. 85. Linked to twitter, YouTube
  86. 86. Polls used, not Events
  87. 87. Tabs used for various campaigns including a ‘Wish Ranbir’
  88. 88. Announcements and some conversations</li></ul>3.25/5<br />3/5<br /><ul><li>Bio, DP, Background updated
  89. 89. Account has 51 Following, 506 Followers
  90. 90. Only announcements, no conversations</li></ul>#7<br />
  91. 91. 3.25/5<br /><ul><li>Facebook button and url prominent
  92. 92. Facebook Page has 42318 Likes
  93. 93. Info, Photos, videos updated
  94. 94. Tabs for specific models
  95. 95. ‘Likes’ other Audi accounts
  96. 96. Extensive use of Notes
  97. 97. Reasonably conversational</li></ul>#6<br />
  98. 98. <ul><li>Facebook button displayed prominently but no name/url mentioned
  99. 99. Fan made Page more easily recognisable in Search
  100. 100. Facebook Page has 135 Likes
  101. 101. Info, Photos updated
  102. 102. Neatly done Store locator and Collection tabs
  103. 103. Also has a Rewards Program tab
  104. 104. Interesting ‘Travel Thursdays’ content plan, in addition to announcements
  105. 105. Conversational </li></ul>3.25/5<br />#5<br />
  106. 106. <ul><li>Facebook button reasonably prominent and url provided
  107. 107. Facebook page has 103992 Likes
  108. 108. Incentive to Like and to invite Friends to Like
  109. 109. Info, Photos updated
  110. 110. Events, Polls used well
  111. 111. Tabs used for different campaigns
  112. 112. Storefront leads to website
  113. 113. Many quizzes but no conversations</li></ul>3.25/5<br />#4<br />
  114. 114. <ul><li>Facebook and Twitter url almost hidden in dealer panel, but name, handle mentioned
  115. 115. Facebook page has 12140 Likes
  116. 116. Info, Photos updated
  117. 117. Storefront leads to website
  118. 118. Also has a Corporate Gifting enquiries form
  119. 119. Interactive, with Trivia and Quizzes
  120. 120. Conversational, but minimally so</li></ul>#3<br />3.5/5<br />2/5<br /><ul><li>Twitter account has 442 following and 967 followers
  121. 121. Bio, Background, DP updated
  122. 122. Trivia questions and announcements.
  123. 123. No conversations</li></li></ul><li><ul><li>Facebook button and url as prominent as possible 
  124. 124. Facebook page has 13238 Likes
  125. 125. Info, photos, videos updated
  126. 126. Notes used well for T&C
  127. 127. Linked to Ustream and YouTube
  128. 128. A customised app for a campaign
  129. 129. Very Conversational</li></ul>3.75/5<br />#2<br />
  130. 130. <ul><li>Facebook and Twitter url almost hidden, but name, handle mentioned
  131. 131. Facebook page has 793733 Likes
  132. 132. Storefront linked to First Citizen Club
  133. 133. A Tweet20 Contest app
  134. 134. Info, Photos, Videos updated
  135. 135. Good Use of Events
  136. 136. Interactive Quiz
  137. 137. Extremely Conversational </li></ul>4/5<br /><ul><li>Bio, DP, Background updated
  138. 138. Account has 437 Following, 1072 Followers
  139. 139. Tweet20 Quizzes in progress
  140. 140. Conversational</li></ul>3.5/5<br />#1<br />
  141. 141. Observations<br />Only about 25% of the ads in the period had social media buttons (22/ approx 90)<br />Surprising to see many large, international brands, known for their savvy, missing <br />Presence ranged from randomness to checklist material to experimentation to beginnings of strategy<br />Apparel and accessories dominate (11/18)<br />
  142. 142. Observations<br />There is definitely some movement towards social commerce<br />The Top 6 seem to have some notion of strategy <br />Surprising to see Brand Factory doing so miserably when others in the portfolio – ezone and BigBazaar seem to be getting a hang of this<br />
  143. 143. Oh Yes, I use buttons too ;)<br />http://www.linkedin.com/in/manuprasad<br />https://twitter.com/manuscrypts<br />www.manuprasad.com/blog<br />www.manuscrypts.com<br />

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