1. Beyond Branding
8th October 2009

2. Brand
The brand meaning is the set of beliefs that consumers hold about a particular brand
(Kotler, Armstrong, Saunders and Wong 2002)
A brand is a person’s gut feeling about a product, service, or company
(Neumeier, 2008)

3. The way we communicate to our target audience forms the way
a brand is perceived
Awareness
Interest
see
Desire
hear
taste
smell
Action
Advertising Communication
Model Consumer - Brand Experience

4. Experience is a state
of being engaged
interlocking booking
employment
meshing
troth
involvement
engagement bethrothal
participation
date
battle appointment
conflict fight

5. Digital brand engagement
is brand engagement with a key focus on communication via the web
The evolution of media changes the way people
consume and react to media – Social Media

6. Media Scales
The past
Now

7. Engagement monitoring
Bought Owned Earned
SEO, facebook, digg, youtube,
comments, twitter, flickr,
epinions, blogs, forum, email
Print advertising, Websites, SEO, email
television, banners, widgets/apps, social network
radio, sponsorships, pages communities, content,
media deals, paid service extension - retail
search
Strangers Customers Fans

8. Monitoring
the key to actionable insights
People Who are they? What are their What motivates How do they
Value? them? behave?
Location Where are they? Are they just an Are they a Or are they active
observer? participant? contributor?
Influence Reach of Authority of Volume and Sentiment (positive,
conversation dialogue and amount of negative, neutral)
site? buzz?
Brand Are they Are they about to Are they local Are they brand
Association inquisitive and commit to the brand opponents?
looking for info? brand? advocates?

9. Segmentation Model
Involvement
Intimacy Engagement Interaction
influence

10. Components of engagements
Involvement Interaction Intimacy Influence
Definitions Presence of a Actions people take The after experience Act of a person
person at the while present at of a brand sharing their brand
various brand touch those touch points engagement experience with
points others
Further Includes web This component The sentiment or Addresses the
analytics like site addresses the more affinity that a person likelihood that a
explanations traffic, page views, robust actions exhibits in the things person will
time spent, etc. This people take, such as they say or the recommend your
essentially is the buying a product, actions they take, product or service to
component that requesting a catalog, such as the meaning someone else. It can
measures if a signing up for an behind a blog post or manifest itself
person is present email, posting a comment, a product through brand
comment on a blog, review, etc. Services loyalty or through
uploading a photo or such as brand recommendations to
video, etc. These monitoring help friends, family, or
metrics come from track these types of acquaintances.
e-commerce or conversations These metrics
social media mostly come from
platforms. surveys (both
qualitative and
quantitative)

11. Digital Engagement Strategy
People Create virtual Understand why Outline what Create content that
representative they need your aspects of the has a value to each
consumer groups brand brand appeal to group
them
Location Be present and Be visible and Provide a Engage with them
available in the offer free platform/mecha observing the right
relevant online information nism for etiquette
areas interaction
Influence Prioritise the key Stimulate inter Provide status Address negative
influences consumer recognition for comments by
dialogue influencers helping
Brand Maximise your Encourage inter Reward your Reduce brand
Association advocacy into consumer advocates and opponency where
creating interest dialogue to people loyal to possible
minimise risk of your brand
commitment

12. Metrics
INVOLVEMENT INTERACTION INTIMACY INFLUENCE
What To Track
•Sentiment tracking on
•Contributed •Net Promoter Score
•Site Visits third- party sites
comments to blogs •Product/Service
•Time Spent (blogs, reviews,
Satisfaction Ratings
•Quantify/frequency forums, etc.)
•Pages Viewed •Brand Affinity
of written reviews, •Sentiment tracking of
•Search Keywords •Content forwarded
blog comments, internal customer
•Navigation Paths to friends
forum discussions contributions
•Site Logins •Post on high-profile
and UGC •Opinions expressed in
blog
customer service calls
What To Track
•Brand Monitoring •Brand Monitoring
•eCommerce Platfoms
•Web Analytics •Customer Service calls •Customer Service calls
•Social Media Platforms •Surveys •Surveys

13. In short..
The evolution of Internet as media changes the
way people consume media
The power of content publishing is no longer 1
way but 2 way
The flexibility of online media has given the
ability for brand to monitor and mine for
consumer insights
Cross channel reporting can generate important
insight towards brand strategy

14. Thank you.