Social Media

Branding

What is Social Media Branding?

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

Social Media Branding…

Components of Social Media Branding..,

•Content Creation• Social CRM(Customer Relationship Management)

•Content Curator

Content Creation

• Content is king• Original and relevant Content

Social CRM(Customer Relationship Management)

Social Media is all about Relationship don’t let it become a one way Broadcast channel

Content Curator

• Plays the role of Curator( manager+ Overseer)• Discovers third party information that your audience

finds valuable.

Consumer Behavior in social networks

Corporate Brand Image

Unplanned Communication

Social Media Marketing

Corporate Communication

Corporate Identity Mix

Social Media Branding stages…

Success stories…

Success stories…

Success stories…

The limiting factorsHow do we measure Social media?

The limiting factors

• Understanding the process and strategy

• Building Brand loyalty and equity• Manage the floodgates for critical

commentary.

Social Media Case Study: Amway India Became the No. 1 Indian Brand

for Page-Post Engagement

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.

Social Media Case Study: AmwayKRDS 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

Social Media Case Study: AmwayResults• 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.

Social Media failure Case Study: McDonald’s Mc DStories

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.

Social Media Case Study: Mc Donalds’Examples:

Social Media Case Study: McDonald’sLesson:

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.

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