The one thing you must get right while building a brand

Social Media Marketing

Why is it such a big deal now?

Speed and scale of social media

Improves Brand Awareness

And ultimately boost sales

Instant Amplification of Reputation

Rich, unmediated Customer Insights

Faster than ever before

Then what’s the catch?

Speed with which it can cause damage

A sample scenario• P&G introduced dry-max technology for its

pampers.

• Promised extra protection and less bulky

• Angry customer complains of diaper rash

• Starts a Facebook campaign

• Puts pressure on the firm

• 7000 parents joined the campaign in months

What constitutes a great Brand?

Customer Promise

• Reinforce promise at every customer touch point

• Customers expect– Innovation– Fun– Informality– Honesty– Value– Caring attitude

Example• Travel agents

• Travel websites

• Learns what people are saying

• During misinformation, site visitors provide corrections themselves

• Social media activities true to its brand value

• Most read : VAA’s Facebook page

Indian example

• Leading Telecom company active on social media space

• Catchy and clever ways to express recent information

• Recommends potential product ideas and innovation

• Social media grade – Interactivity level of Telecom players in Facebook, Twitter, YouTube and blogs

• Highest social grade among all telecom players

• Mainly about operational execution

• Perfect service delivery

• Real time updates

• Rapid Response links

• Using social media for providing information during a crisis

• Websites having in-depth detail

• Millions of products, 24/7 access

• Superior search and browse technology

• User reviews

• In-depth product information

• Low prices

• Quick Shipping options

• Superior purchase experience

• Strong brand that consumers trust

Indian Example

• Tata synonyms to trust

• Built its brand over years

• Conglomerates of many

• Delivering at par services/quality

• Clear communication

• Customers, employees, stakeholders happy

Continual Improvement

Biggest social media opportunity lies in

gathering insights to drive continual improvements

Innovation beyond the familiar

• Offering unexpected services

• Fresh insights from social media

• Recognize largely unrecognized segment

• Extensive discussions to improve

• Social networking meets

• Ideas submitted privately

• Going out of the way to enhance brand value

• Internet subscription service

• Streaming movies and TV episodes

• Sending DVDs by mail

• Domestic streaming

• International streaming

• Domestic DVD

• Markets through online advertising

• Broad-based media – TV and radio

• Constant innovation builds its brand

• Ranked 30 in world’s most innovative companies

Indian Example

• Technology, engineering, construction and manufacturing company

• Interests in electrical & automation, Information technology 

• Diversified business

• Also into realty, shipbuilding and integrated engineering services

• Ranked in Forbes list of innovative companies

What builds a brand?

Brand?

Innovation beyond the

familiar

Customer Promise

Trust

Continual Improvement

Suggestions?• Use social media primarily for insight

• Strive to go viral, but protect the brand

• Engage, but follow the social rules

• Start with brand promise and let it guide all actions

• Don’t get distracted by abundance of options

References• https://hbr.org/2010/12/the-one-thing-you-must-get-

right-when-building-a-brand• http://www.entrepreneur.com/article/223125• http://www.forbes.com/companies/larsen-toubro/• http://iso50001-help.com/wp-content/uploads/

2012/07/improve.png• http://leocaraccessories.com/wp-content/uploads/

2013/12/Tata-Logo1.jpg• http://www.epcworld.in/wp-content/uploads/2012/11/

lT.jpg• http://media.zenfs.com/en-US/video/

video.pd2upload.com/video.yahoofinance.com@feba79e3-1c55-39cb-ba9b-80fbd6730983_FULL.jpg

Disclaimer

Created by S Varadharajan, IIT Madras, during an internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com