This document discusses social media branding. It defines branding as the name, term, design or symbol that identifies a seller's goods or services. Social media branding involves content creation, social customer relationship management (CRM), and acting as a content curator. Content should be original, relevant and engage customers in a two-way conversation rather than one-way broadcasting. The document also provides examples of successful social media branding by Amway India and an unsuccessful campaign by McDonald's.

1. Social Media
Branding

2. What is Social
Media Branding?

3. Name, term, design, symbol, or any
other feature that identifies one seller’s good
or service as distinct from those of other
seller. A brand may identify one items , a
family of items or all items of the that seller.
If used for the firm as a whole, the preferred
term is trade name

4. Social Media Branding…

5. Components of Social Media Branding..,
•Content Creation
•Social CRM(Customer Relationship Management)
•Content Curator

6. Content Creation
• Content is king
•Original and relevant Content

7. Social CRM
(Customer Relationship Management)
Social Media is all about Relationship
don’t let it become a one way Broadcast
channel

8. Content Curator
•Plays the role of Curator( manager+ Overseer)
•Discovers third party information that your audience
finds valuable.

9. Consumer Behavior in social networks

10. Corporate
Brand
Image
Social Media Branding stages…
Unplanned
Communication
Social Media Marketing
Corporate
Communication
Corporate
Identity
Mix

11. Success stories…

12. Success stories…

13. Success stories…

14. The limiting factors
How do we measure Social media?

15. The limiting factors
• Understanding the process and
strategy
• Building Brand loyalty and equity
• Manage the floodgates for critical
commentary.

16. Social Media Case Study: Amway
India Became the No. 1 Indian Brand
for Page-Post Engagement

17. Social Media Case Study: Amway
Objectives
•To attract a large fan database.
•To interact and create an effective relationship with
the ‘young’ fans.
•To create brand awareness and spread Amway’s
core values on Facebook.
•To identify and reward the online brand
ambassadors.

18. Social Media Case Study: Amway
KRDS created Amway India’s Facebook Page from
scratch and started:
•Posting on behalf of the American multinational
company on facebook two or three times a day.
•Interacting with fans through messages, timeline posts,
and quiz polls.
•Developing tabs such as Welcome, Community
Guidelines and various other applications.
•Moderating the comments received on an hourly basis.
•Supervising the page’s Crisis Management

19. Social Media Case Study: Amway
Results
•Amway India’s community grew from 0 to over
30,000 fans in just 3 months, without any media
purchase.
•Very quickly, Amway India’s Facebook publications
began to generate very high engagement rates and
extremely positive feedback.
•Some posts received over:
o10,000 likes.
o10,000 shares.
o10,000 comments.

20. Social Media failure Case Study:
McDonald’s Mc DStories

21. Social Media Case Study: Mc Donald’s
In mid-January, McDonalds launched a Twitter
campaign using the #McDStories. McDonald’s asked
users to post nostalgic stories about their experiences on
Happy Meals, however, the #McDStories campaign
quickly took a whole different turn very quickly as users
started using the stories to instead share horror
experiences and shock tales. From poor work conditions
to appalling food quality, McDonald’s campaign turned
negative attention back to itself.

22. Social Media Case Study: Mc Donalds’
Examples:

23. Social Media Case Study: McDonald’s
Lesson:
Social media campaigns always contain a measure
of risk, where perception from users cannot be controlled.
McDonald’s suffered from this, with the hijacking of their
story campaign. While companies, to some degree, can
attempt to anticipate reaction from customers, at times it is
simply impossible. In general, companies need to prepare
contingency plans, and have a strategy for when social
media fails. This is also a great example which shows that
no-one, not even a global restaurant giant, can control
conversations on the internet.

24. Thank You