The document discusses the rise of social media and its impact on brand management. It shows that consumers now spend more time on social platforms like Facebook and blogs than email. Brands can use social media to gain market insights from continuous consumer feedback and target customers through personalized digital campaigns. However, some brands are reluctant to use social media due to concerns about losing control and not having the resources to properly engage on these new channels. The document advocates for brands to embrace social media but be prepared to listen to consumers and change based on their input in order to build engagement over control.

1. Social Media &
Brand Management
John Marinovich
President, A|B Group One

2. The Social Media World
The Digital Revolution
Facebook
Twitter
Connecting
Like-Minded
Blogs
Consumers
Content
Aggregators
Discussion
Forums
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3. Social Media Audience Segmentation
1. Producer 13.7%
2. Engager 24.9%
3. Participant 28.4%
4. Lurker 19.7%
5. Abstainer 13.2%
SOURCE: SYNCAPSE, Increasing Campaign Effectiveness With Social Media, 2011
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4. Facts
• US Internet users spend 3x more
minutes on blogs & social networks
than on email.
• SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
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5. Facts
• LinkedIn drives the most referrals to
B2B sites.
• SOURCE: LEADFORCE1, JUNE 2010
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6. Facts
• Nearly 45% of consumers surf
Facebook while watching TV.
SOURCE: SYNCAPSE, Increasing Campaign Effectiveness With Social Media, 2011
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7. Facts
• 63% of companies using social media
say it has increased marketing
effectiveness—among other benefits.
• SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
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8. Facts
• Social media was the leading
“emerging channel” for lead gen in
2010.
• SOURCE: UNISFAIR, MAY 25, 2010
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9. Blogging Facts
• There are 152,000,000 blogs on the
Internet.
• Nearly 40% of US companies use blogs
for marketing purposes.
• Companies that blog have55% more
website visitors.
SOURCE: EMARKETER, AUGUST 2010
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10. Facebook Facts
93% of US adult Internet users are on Facebook.
The average Facebook has
1 out of every8 Facebook user become the top
minutes online is spends>11 choice for social
spent on hours/month sign-in.
Facebook. on Facebook.
SOURCES: BUREAU OF LABOR STATISTICS, JUNE 2010 &
FACEBOOK PRESS ROOM, 2011
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11. Impact on Brand Marketing
Traditional Media Social Media
Surveys, Focus Groups conducted Continuous, detailed feedback from
Market Research infrequently with limited numbers customers using online networks
Customers contributing
Product Development New products created by R&D
recommendations on a regular basis
One-way marketing from the brand; Customers expect brands to listen and
Customer Interaction two-way in store engage with them on a regular basis
Brand positioning created with agency Brand positioning created and shared
Brand Positioning and delivered to consumers with most engaged, loyal customers
Broadcast media with minimal Digital campaigns reach consumers in
Targeting targeting an entirely personalized manner
Campaigns created over a 6-month Campaigns constantly evaluated and
Creative plan evolved based on real-time data
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12. A Framework for Leveraging Social Media
Immerse
Evaluate Reflect
Engage Define
SOURCE: Social Media, HBS, 2010
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13. Why Some Brands are Reluctant to Use Social Media
Cost and Time
Knowledge Risk
Incentive Structure
Measurement
Loss of Control
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14. Brand Considerations With Social Media
• Be prepared to hear negative feedback
• Are you willing to change your brand
based on consumer feedback?
• You must be committed to being authentic
and open
• Will brand advocates appear online and
stimulate positive conversations?
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15. The Trade-Off Between Control & Engagement
High
Engagement
Low
Low High
Control
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16. Dove and Social Media
• Dove’s Real Beauty/Evolution Campaign
– 13 million+ you tube views
• Dove’s Real Beauty/Evolution Parody
– 3 million+ you tube views
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17. Social/New Media & Earned Media
• The Great Schlepp
• Air Force One
• BING/Decoded
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