Brand building through social media

IDENTIFY THE BRAND AND THE CAMPAIGN

The OMFG! Factor: Sacrifice ten facebook friends. get a free whopper.

Whopper sacrifice (a facebook app) launched in early 2009 with little fanfare and almost no media support and lasted only 10 days before facebook shut it down on the basis of “user privacy violation” (the app notified friends when they were deleted). sure, they gave away 20,000 free whoppers. but the infamy

and buzz they gained? priceless.

IDENTIFY THE BRAND AND THE CAMPAIGN

The OMFG! Factor: The Old Spice Man debuted in a 2010 Super Bowl ad, bringing humor, sex appeal, and intrigue to a brand that was all-but-forgotten. The campaign not only got the attention of celebrities like Demi Moore and Ellen DeGeneres, but also helped Procter & Gamble to amass over 40 million views on YouTube and enjoy a 107% increase in body wash sales within 30 days of the campaign launch.

The OMFG! Factor: He dominated not only YouTube with over 20 million views, but also claimed the most popular fan page on Facebook (with 2.5 million fans vs McCain’s 625,000 at the time), broke down barriers with his social media-friendly campaign website that bestowed genuine, in-action photos, videos, and issue-oriented calls-to-action upon its visitors daily—and ultimately, rode that online popularity all the way to the White House, becoming not only the first U.S. President to have a presence on social media, but the first one to fully grasp and connect with his constituents across ALL of the channels that matter to them now.

WHat !!

Page Publishing – These unpaid impressions appear on the Fan page wall and may also appear in the Newsfeed of a Fan or a Friend of a Fan.

Stories about Friends - These unpaid impressions occur when a Friend actively engages with a brand (e.g. Amy Likes Southwest Airlines) and become visible either on a Friend’s wall or in the Newsfeed. These stories may appear to Fans and Friends of Fans.

Sponsored Stories – These paid impressions are similar to Stories about Friends, but they have been actively distributed more broadly and appear in the right hand column to Fans and Friends of Fans.

Ads with Social – These branded messages come directly from the advertisers with a social context on the unit that appears to Friends of Fans (e.g. Roger Tison Likes Southwest Airlines, appearing at the bottom of the ad unit).

Newsfeed is the key

Reach is the lever to achieve grp

Grp = reach X frequency

Understand the psychographic

Information and entertainment seeker

Weather enthusiasts

Automobile fans and teen content consumers

WHY !!

How !!!

News-jacking

Newsjacking is the idea of interjecting a business’ marketing message or ideas into a

current news story in order to garner additional attention from both customers and the media.

Culture-jacking has a similar definition, but centers around events like the IPL.

Be Timely, topical and relevant

Consistency & frequency

Oreo Daily Twist

Oreo had laid the foundation for Super Bowl success with about 5,000 simple tweets, posted at a rate of about three or four a day, incrementally engaging its customers and building an ongoing dialogue. Similarly, the Oreo Daily Twist boosted customer engagement because as regular as the sunrise, Oreo fans knew that each day Oreo would post a new graphic and new twist on its image.

creativity

HP Bend the rules

Using Vine Stars, they have created content around the use of their products, transcending social media

networks and interacting with consumers on multiple mediums. In the 2015 edition, content creators are “Going Epic” and are given big budgets to pull off

stunts, ranging from monster truck trick shots to being set on fire to breaking through glass.

Leverage the technology

WWF last selfie

WWF used the idea that selfies disappear off Snapchat after 10 seconds to illustrate the disappearance of endangered species around the world. The result was worldwide branding and sharing that led to increased donations for the month in only a matter of days.

Authenticity

Patagonia

By focusing on the activities and themes that are relevant to Patagonia’s customers, the brand earns their trust and a role reversal takes place. Instead of Patagonia trying to sell to its customers, the customers are coming to them and asking for more information about the products they sell!

User generated content (ugc)

• Brand Democratization (Blogs and Vlogs)• Citizen Journalism• Buzz Driver• Customization (Dell, Converse)

PERCEIVED CO-CREATION

PERCEIVED EMPOWERMENT

PERCEIVED COMMUNITY

PERCEIVED SELF-CONCEPT

INVOLVEMENTBRAND EQUITY

UGC DRIVERS OF BRAND RELATED UGC

I don’t want to remember all these!!

Is there a simple way??

Define your goal

• Are you looking at increased conversions? • Are you looking at social media as a brand

communication channel?• Are you looking at SM for leads generation?

Map your audience

• If you want to sell a product such as a book across social media, you must focus on your audience’s pain point, solve their problems, and add value to them little by little. Provide free advice that’s of high value, NOT something anyone can just copy and paste from a source like a blog.

• For example, instead of relaying mainstream news, focus on syndicating news gear towards a specific niche area so you become the go-to source for it. Better yet, compile the content and provide your own insight so you act as a filter for your audience.

Understand the trends

Engage them, talk to them

• Content Communication • Posts• Tweets• User Engagement

• Graphics• Technology• Applications

Track and measure success

• Monitor Conversations• Track Results• Google Analytics• FB Insights• Google Trends

Thank You