When Brands go Digital
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This document discusses how brands can engage with consumers on social media. It provides examples of how different brands have successfully utilized social media strategies. Chumbak focused their search strategy on understanding their target audience. Antwerp Zoo shares varied content on channels and amplifies user-generated content to make consumers feel involved. Tourism Queensland turned consumers into advocates through successful engagement campaigns. Obermutten creates social value by recognizing fans online. Bing involved consumers through celebrity engagement and collaboration to achieve common goals. The document emphasizes tailoring content to channels, providing ways for users to engage further, learning from campaigns to improve, and making consumers feel like partners in building the brand.
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When Brands go Digital
- 2. Technology determines the speed and ease of Communication
- 4. INC. IN USERS: 50K to 17MN MONTHLY VISITORS 40 MONTHS Adoption Of New Social Networks is Quicker Each Time 30 30 22 20 16 12 10 9 0 Source: Comscore, Aug 2012 4 4
- 5. What do People Want? Fit In or Stand Out? Develop an Audience or Maintain Relationships? 5
- 6. What Need do Social Networks Fulfill? CONSUMER 90’s actions objective brands 00’s 10’s BROWSE SEARCH IDENTITY INFORMATION KNOWLEDGE CONNECTIONS BE PRESENT REACH OUT FOSTER RELATIONSHIPS 6 6
- 7. When it comes to communication & brands, consumers are the HEROES 7
- 8. What is Digital Marketing? Search Display Advertising Video Advertising A toolkit to help brands reach today’s Connected Audiences Social Media Promotion Websites Video Content Social Media Content Influencer Engagement Forums & Communities E-DM E-Commerce 8
- 9. Conversations on Social are about Right Role Engaging = + Audiences Right Social Network 9
- 10. How do brands take those FIRST STEPS into the consumer driven social universe?
- 12. Think Different, Stand Out CHUMBAK: SEARCH STRATEGY • Identify your TG correctly. • Focus on how the consumer thinks, acts & reacts. • Assess tools to see which delivers the maximum ROI. • Strategy can make you stand out from the rest. • Execution is as important as planning. 12
- 15. Engage Regularly, Share Varied Content ANTWERP ZOO: CONTENT STRATEGY • Tailor your content to the channel on which it exists. • Provide a way for engaged users to get more information, even notifications. • Amplify UGC = Amplify excitement. • Make them feel the excitement you feel. • Success is when consumers feel that they have been part of creating something big. 15
- 18. Turn Consumers into Brand Advocates BEST JOB IN THE WORLD : SOCIAL ENGAGEMENT • Motivate your most passionate advocates for the right reasons. • Earned advocacy is more believable than paid advocacy. • Learn from your campaigns, there is always scope for improvement. • A campaign does not stop with getting customers, now what do you do with them? • If it worked the first time, chances are it will work the second time(and on a bigger scale).
- 20. Social Recognition has Power OBERMUTTEN: CREATING SOCIAL VALUE • Just Start: It is very easy to get started on Social Media. • Acknowledge Fans: Recognition is a strong social motivator. • Opportunity for brands to connect directly with consumers and eliminate intermediaries. • People share even the most insignificant stuff on social media. • A promise to the consumer must be kept. They will talk about it.
- 21. Search by BING CELEBRITY ENGAGEMENT
- 22. Consumer Interest & Crowd Collaboration BING by MSN : CELEBRITY ENGAGEMENT • Get the consumer involved: let them work for it. • Magic of mob: Even strangers will collaborate to complete a task • Know the environment: Sometimes common goals that can be leveraged for benefit to all. • Use the right hook( or celebrity) to get the right audience • Digital works best when it breaks barriers between online and the real world. • Make it easy to share and discuss: you want to spread the word. • Paid media can help get the word out.
- 24. Sonya David Strategic Planner AdPeople Worldwide sonya.david@adpeople.com
Hinweis der Redaktion
- Digital is still considered new media. For some, when they think about digital, all that they hear is effectively a big jumble of words, abbreviations and terminology, most of which goes completely over their head. But some brands have actually taken courage and plunged into the digital ocean. This act of courage has won them great rewards in terms of awareness engagement & most importantly sales.But why do brands choose to go the Digital way….
- With evolving technology the way we communicate has changed,
- 2007: first iphone2008: iphone 3g, ios app store, first android phone2009: app stores explode: blackberry app world, nokiaovi, windows marketplace, ANGRY BIRDS!!
- But yet what we hope to achieve out of communication hasn’t changed. We still want to connect with our friends and we still want to have our personality stand out as distinct from the crowd.
- How we use the internet… and what we use it for has also changed. Similarly, for us as marketers, how we connect to our consumers has also changed. These days, the emotional connect is very important. From parallel silos of existence, to a one way information flow, to today where communication is effectively a two way conversation with those who buy our products and live with our brands.
- 88% of consumers are influenced by reviews.On avg. 1 social consumer will tell 42 other people.Consumers who engage with companies via social media spend 20-40% more money.
- To figure out what your consumer is saying in which media and how important it is to the brand. Most social media complement rather than compete with each other, in terms of function. With APIs to share between various media, there is a complete 360 degrees social environment in play.
- https://www.youtube.com/watch?v=1EhsNFOA9ew
- https://www.youtube.com/watch?v=1EhsNFOA9ew
- https://www.youtube.com/watch?v=tCLDMGWZFFA
- Why the app? During the application period for the Best Job in the World, the dedicated campaign website www.islandreefjob.com registered over 143,000 visits from smartphones, of which more than 86 percent were from iPhones
- https://www.youtube.com/watch?v=e91c0mWP960
- https://www.youtube.com/watch?v=XNic4wf8AYg