The document outlines strategies for developing various types of brand identities, including corporate, social, and personal brands, emphasizing the importance of clear value propositions and consistent messaging. It discusses the role of digital marketing and social media in building and humanizing brands, as well as the utilization of crowdsourcing and online collaboration for product and brand development. Additionally, it highlights customer engagement tactics and the significance of customer segmentation in effectively targeting audiences.

1. Digital Marketing Course
Brand Digital …
Social Branding Strategy
Fall 2011
Lynchburg College
School of Business and Economics
Dr Ira Kaufman
©2011

3. What is your Brand?
• Corporate brand
• Social brand
• Employer brand
• Personal brand

4. The Official Ralph Lauren 4D
Experience - London
• http://vimeo.com/16723278

5. Strategic Branding
• Defining Value
– Clarify organizational values
– Value Proposition Design
• Designing Value
– Articulate your identify
– Building Social Brand thru Digital Design
• Positioning
• Customer Segmentation
• Communicating Value
– Determine Image and Personality (logo)

6. Creating Social Brand
Set Priorities – Allocate 100 Points
Target audiences Benefit to company
Media – Increase goal
– Increase awareness
Prospects
– Improve customer
Past customers loyalty
Partners – Attract new
customers
Employees
– Improve social
Govt/NGO brand
Social communities – Develop thought
leadership
Thought leaders

7. Clarify Organizational
Values
Know who you are and what that
means to
• Your employees
• Your consumers
• Your potential customers
• Your social communities

8. Value Proposition-1
• Articulate in one sentence- 15-25
words describing why people
should buy your company's
products or service.
• Who your customers are
• What value you provide to them
• Why they buy from you
•

9. Value Proposition-2
• Strong value propositions deliver
tangible results like:
• Increased revenues
• Faster time to market
• Decreased costs
• Improved operational efficiency
• Increased market share
• Decreased employee turnover
• Improved customer retention levels
•

10. Value Proposition-3
• "XYZ Corp is the exclusive provider of
patent-pending project management
software for paving contractors, saving
U.S. contractors over $34M in 2005."

11. Articulate your identify
• Be who you are, become what you want
to be
– Transparent
– Honest
– Consistent
– Clear on your direction
• Humanize your brand
– What is its persona, beliefs, passions?
– Is your brand aligned with personnel, online
interactions

13. Building Social Brand thru
Digital Design
http://catalystsdr.com/2010/12/digital-design-the-designer-is-the-listener /

14. Crowd Sourcing
• http://www.youtube.com/watch?v=F0-UtNg3ots
• Democratize creation
• Focus organization responsiveness
• Effective for Brand/ Product development
– Marketing executives2008 – (62%) -- 2009 (75%)
– Kia Optima SX, redesigned seat based on Internet chatter about
seat comfort.
– Ford requests ideas@ thefordstory.com 4000 ideas since 4/10
(dog friendly SUV) .
– Nissan invited Facebook fans to suggest names for a new
interior package the Cube

15. New Gap Logo Hated by Many,
Company Turns to
Crowdsourcing
• @superboxmonkey – “New Gap logo “looks as if it were done in
Microsoft Word”
• @spydergrrl – “Seen new Gap logo yet? I think it definitely
captures essence of this generation, that is: “meh”

16. Online Collaboration- IBM JAM
Accessing social communities to determine
brand, product, social agenda
• http://www.youtube.com/watch?v=v-
eD7mC_mQ8&feature=player_embedded

17. Corporate Socially Responsible
Communications
• http://missionzero.org/ uses CSR communications to enlist
millions to take “little actions” to contribute to a more sustainable environment.
• http://www.greenmyapple.org/ employs digital
activism to effect social and business change.
• www.justmeans.com/ engages companies, like
Timberland, to use their social community site for people to discuss a
company’s social and environmental impact.
• Conflict crisis mapping using SMS in Kenya
http://irevolution.wordpress.com/2009/11/21/peace-mapping/

18. Customer Segmentation
• Targeting /attracting social communities
• Know whom you serve and why they
care
• Speak the message in their language
• Monitor customer expectations,
perceptions (price ,quality, value) to
determine brand position

19. Digital Connects to Brand
Coke Creates a New Brand
CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE
(SEPTEMBER 2009)
N = 1,276 posts*
*non-english language posts removed
Source: Analysis of Facebook for Sept 1st – 30th 2009

20. Why Facebook users
“like” a brand
• 40% receive discounts and promotions
• 39% show my support for the company
• 36% to get a “freebie”
• 34% to stay informed about the activities
of the company
• 33% to get updates on future products
ExactTarget
•

21. Social media users
“unlike” a brand
• 63% FB users would “unlike” a brand if
postings become excessive, and in
particular, if they are too promotional or
repetitive.
• 52% of Twitters users would stop following
a brand if their tweets became repetitive or
boring

22. Communicate Image
and Personality
• Look the part and be the part
• 2011-Starbucks uses 19 million Facebook
fans and 1.2 Twitter followers to Build
brand loyalty -gain acceptance of new logo