Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Interbrand | iStrategy Singapore 2010

Driving ROI and
growing your brand
through social media

iStrategy Singapore | Social media brand building | December 2010

An introduction

1.  It all starts with strategy

2.  Behavior is everything

3.  Structure follows strategy

4.  Some burning questions


It all starts with strategy


“There is no such thing as social media strategy”

• That’s why brands and agencies struggle to figure it out.

• Brand strategy solves business challenges– social media is
a tool for personal and professional communication.

• Social media is fast becoming a key component of a strong
brand strategy but is not the strategy itself.

• Social tools should be built into all channels and forms of
communication, but should follow business and brand
strategy.

4 iStrategy Singapore | Social media brand building | December 2010

So, what is a digital strategy?

a plan to create and manage
brand value using digital
experiences to influence
customer behavior


A senior, very senior, marketer…

“Do I even need a brand
promise anymore, when
opinions go from one side of
the boat to the other ten times
a day….?”


Beware ‘Buzz’ as measure of success. Seek value.

• Brands are celebrating buzz
value of their campaigns and
being rewarded by peers and
the media.

• Office Max launches “Elf
Yourself”, and attain over 100
million views of the viral.

• NY Times to Ad Age lauded
the effort as the most
successful viral campaign of
all time.

• Almost no one can recall the
brand or why this related to
their value proposition.


The brand should act as a central organising
principle for the business


Value creation should be the driver

“Most Useful Rankings to CEOs” —PR Week
1. Fortune 500
2. Best Companies to Work for
3. Interbrand’s Best Global Brands


Our brand definition

A brand is a living business asset, brought to life
across all touchpoints which, if properly managed,
creates identification, differentiation and value*.
*Value from a consumer perspective is the promise and delivery of an experience,
from a business perspective is the security of future earnings.

INTERBRAND BRAND STRATEGY TOOLBOX 2010


How do brands create value?

$ Economic
Profit (EVA)

%
Role of Brand
B Brand
Value

Brand
Strength


THE 10 COMPONENTS OF BRAND STRENGTH
Clarity Commitment Protection Responsiveness Authenticity

Clarity internally about Internal commitment to How secure the brand The ability to respond to The brand is soundly
what the brand stands for brand, and a belief is across a number of market changes, based on an internal
in terms of its values, internally in the dimensions: legal challenges and truth and capability.
positioning and importance of brand. protection, proprietary opportunities. The brand It has a defined
proposition. Clarity too The extent to which the ingredients or design, should have a sense of heritage and a well
about target audiences, brand receives support in scale or geographical leadership internally and grounded value set.
customer insights and terms of time, influence, spread. a desire and ability to It can deliver against
drivers. Because so much and investment. constantly evolve and the (high)
hinges on this, it is vital renew itself. expectations that
that these are articulated customers have
internally and shared of it.
across the organization.

Relevance Differentiation Consistency Presence Understanding

The fit with The degree to which The degree to which The degree to which a The brand is not only
customer/ customers/consumers a brand is brand feels omnipresent recognized by customers,
consumer needs, perceive the brand to experienced without and is talked about but there is also an in-
desires, and decision have a differentiated fail across all positively by depth knowledge and
criteria across all positioning distinctive touchpoints or consumers, customers understanding of its
relevant from the competition. formats. and opinion formers in distinctive qualities and
demographics and both traditional and characteristics. [Where
geographies. social media. relevant, this will extend
to consumer understanding
of the company that owns
the brand]


So, what is Social Media ROI?

The typical indicators of ROI:

1.  Earned Media
2.  Customer acquisition (Lead Generation)
3.  Engagement time

However, the three most important drivers of
value are:

1.  Choice
2.  Premium
3.  Loyalty

And maximum value is generated by;

1.  Understanding the role of the brand
2.  Understanding the relative power of each touchpoint
3.  Optimising spend across the whole experience


Behaviour is everything


“A revolution does not
happen when society
adopts new tools, it
happens when society
adopts new behaviors .”
- Clay Shirkey, Author, “Here Comes Everybody”


A powerful global conversation has
begun
…markets are getting smarter – and
getting smarter faster than most
companies
…these markets are conversations”

The Cluetrain Manifesto
– The end of business as usual
Levine, Locke, Searls, Weinberger (2000)


Changing customer behaviors builds brand value

Choice Premium Loyalty
By helping By providing value By delivering
customers make that justifies a experiences that
decisions in an strong price point customers simply
ever-growing world and avoids can’t live without
of options discounting


It all starts with behaviour and experience

Mobile Search eProcurement
eCommerce

Digital
Strategy

Customer Drives business
Digital
Experience forward by Social Online PR
PR
Environments
aligning tools,
brand and the
customer
experience

Digital Brand
Websites
Sites Advertising Analytics
Advertising Analytics


Map decision journeys and processes, then overlay
opportunities to interact, then think about tools…

Customer
Experience


Remember,

We are in the age of real time

Time directly affects value

There is no place to hide

The power structure is shifting

WOM was always the biggest driver


Structure follows strategy


Organisational structure is critical

• Most organisations are still top-down, consensus driven,
and slow
• Markets bring equal voices, myriad agendas and high
speed

• Most organisations are divisionally divided and offer a
fragmented delivery
• Markets see a single organisation and expect seamless
consistency

• Brand provides the internal cultural and operational glue


Remember, Brand value is created internally and
externally

ONLINE MOBILE

Externally:
by using digital EMERGING
SOCIAL
TECH
experiences to MEDIA
transform customer
behaviors and engage
them socially. BRAND

Internally: HR/ PROD
by developing brand INTERNAL DEV
stories, empowering
employees and R&D SALES&
continually evolving MARKTG
products and services.


Some burning questions


Some burning questions, to get us going…

• How can marketers survive and thrive in this changing landscape?

• What role should technology play within marketing?

• Is social becoming anti-social?

• How do freedom and privacy co-exist with marketing?

• How do we define ownership?

• How do we let consumers in without losing control, or is it even about controlling the
brand anymore?

• How do we convince our most senior people that social must be taken seriously and
requires investment?

• How should we judge success?

• How do we make sure the social threat is turned to opportunity


Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Interbrand | iStrategy Singapore 2010

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Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Interbrand | iStrategy Singapore 2010