Social Media's Role in Brand Building and Management
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Very basic introduction to Social Media, why should companies get on Social Media
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Social Media's Role in Brand Building and Management
- 1. By : Robin Low introduction to SOCIAL MEDIA
- 2. media Landscape Internet Advertising Bureau, 2004
- 3. product Proliferation While mergers, both horizontal and vertical, the landscape of the industry in the world have been changing. Various organizations market many variations of the same products . The number of brands of everything is ever increasing and house brands are common in chain stores, resulting in consumers having more options. Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google
- 6. A radical change has occurred in the World of advertising and marketing “ ”
- 7. Consumers are not listening anymore Interruptive marketing has seen it’s day Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
- 8. The Audience is creating Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
- 9. The Audience is selecting Time Shift technology Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
- 10. The Audience is changing Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
- 11. outcome of overexposure to media “ We are immune to advertising. Just forget it. ” “ You want us to pay? We want you to pay attention. ” “ The Internet became a place where people could talk to other people without constraint. Without filters or censorship or official sanction — and perhaps most significantly, without advertising ” “ Don't talk to us as if you've forgotten how to speak. Don't make us feel small. Remind us to be larger. Get a little of that human touch. ” Cluetrain Manifesto Source: http://www.cluetrain.com
- 12. Consumers control the online environment so brands need to think about facilitating user-created actions, not just user-generated content." Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth interaction. Source: http://china.seekingalpha.com/article/30979 “ ” advancements of… digital media
- 13. The birth of Generation C Control Content Communicate Creativity Channel Creative Class Community Connected Co-Creators Cash Consumer 2.0 Conversation Source: www.slideshare.net/wah17
- 14. consumer Today Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt
- 17. growth of social media
- 18. growth of social media
- 21. Buys tickets online Checks scores Looks for information about latest games Reads up on new cd releases Reads his friend’s postings Gets the latest updates on favorite teams Downloads Songs Music Sites Sports Sites Blog Sites Movie Sites Gaming Sites Google.com Searches for “what’s cool” Consumer Touch Points Source: Darwin Day Conference, Google
- 25. I believe in the bloggers and their ideas. They are my friends and will tell me the truth, unlike advertisements. “ ” Source: http://china.seekingalpha.com/article/30979
- 30. Digital experiences Design Centred Content Focus INTERACTIVITY Marketers>Experience>Conversation>Relationship>Affinity Source: www.slideshare.net/wah17
- 31. Case study… one Celebrate your Customers Brandjacking Burger King was “Brandjacked” on tweeter, when an unofficial man started “@theBKlounge” and started having a lot of strange new interesting ideas on marketing Burger King. Instead of shutting down the “unofficial” tweets, Burger King ran with the ideas and came up with many funny supporting ads including some on youtube, showing “The King” This proved to be an instant success, increasing sales, and humanize customers for the brand. Through this advocacy, Burger King’s branding was re-interpreted and introducing the new ideas created greater influence with the community.
- 32. Case study… two www.aware.org.sg Aware is a non-profit organization for improving gender equality. In May 2009, after the first elections, the organizations was split into 2 camps. After apparent insensitivity shown by the new committee, members called for a vote of non-confidence and wanted a new election. EOGM was called and 2 Facebook Pages as well as many twitter accounts were setup. Social Media was used to help organize the support for a new team, and as a result, many things were exposed and the new committee was ousted. Furthermore, with the vast coverage on Social Media, news coverage followed and AWARE grown from 250+ members to over 3000 members.
- 34. The “ satisfaction effect ” Source: http://www.churchofthecustomer.com
- 35. Engagement is all about making it relevant to the consumer. “ ” James Speros, Chief marketing officer, Ernst & Young
- 36. People read particular magazines because of the life stages and events which currently involve them: from teenager to golfer, from having a baby to coping with retirement. “ ” Source: Henley Centre, Delivering Engagement 2004
- 37. The editorial/reader relationship is a one-to-one conversation, and in time it creates a bond of trust, of belief, expectation and empathy. It is through the quality of this relationship that an aperture or opening to the reader’s mind and heart is created, through which we advertisers can establish communication. “ ” Advertiser with Readers’ Digest
- 38. Attention Engagement The new paradigm
- 39. Twitter: robin_low make the best of the opportunity TODAY
Hinweis der Redaktion
- How many of you watched TV, how many can remember a brand from an advertisement on a TV show you watch last night? Media has transformed significantly in the past few years. Mass media is getting worse at reaching customer. According to Business week, in the 1960s an advertiser could reach 80% of US Women with a spot aired on CBS, NC and ABC. Today an ad would have to run on over 100 channels to duplicate that. To make maters worse even if traditional ads are show, the customers aren’t even paying attention. According to an IAB study, the % of adult viewers who could name a brand advertised in a show they just watched declined from 34% in 1965 to 9% in 2000.
- We are spoilt for choices today. Has anyone been to the supermarket recently? Have you seen how many brands of Instant noodles there are? For any good or service, the number of brands and the number of sellers who can instantly reach the buyers anywhere in the world has grown dramatically over the past decade. In addition buyers have gained access to an enormous amount of information that they can “pull” whenever they want, while ignoring the majority of the marketing and advertising that is “pushed” at them. Just between 1997 & 2001 pharmaceutical companies grew the average number of brands by 78%, beverage manufacturers increased their portfolio size by 25%, and the food and household goods industry added 81 new labels. As if the organic growth of brands and products weren’t enough, the Web has removed geographic boundaries from the global marketplace, as online marketplaces like eBay and Craigslist enable anyone to become a seller. The size of these online marketplaces is staggering. eBay’s 135 million registered users in 2004 make it the world’s ninth largest country after Russia. Not only has the web increase reach, it has also significantly decreased costs in marketing, sales and distribution allowing sellers to profitably sell previously uneconomic niche products – the long tail phenomenon. This dynamic can’t help but shift at least some demand away from “hot” products and redefine target markets – down to smaller and smaller groups. Eventually down to “markets of one”.
- How many people have cable TV or IPTV? In 1960 the average home had fewer than 6 television stations from which to choose. Today it’s more like 90, on average. The number of mass media platforms that ruled decades ago, print, radio, TV, has exploded to the extent that not one media can really be considered mass anymore. And that doesn’t even account for the new platforms – satellite radio, video on demand, Digital video recorder, etc. Now add in the millions of websites, and the billions of web pages and you can begin to see the erosion of reaching your entire market with one simple media buy.
- There are many other mediums where you can be bombarded with ads. With advancements of cell phone, digital radio and consumers receive more ads than ever. In terms of TV ads, with digital video recorders, consumers empowered to be in control.
- Consumers are saying…
- THE PEOPLE is INTERNET= And the internet can’t exist without people. The market is people Pre 2007- maintstream media controls majority of influence, credibility and exposure and now the futur Post 2007: Creators of Social Media begin to enjoy increased visibility, credibility and audience exposure. Is this some kind of joke? No it is not? It is happening right now. What will you do if you were given 500 bucks and you are told to buy a product that you never heard of at all? You Google!, you ask questions in forum to strangers, you read review of the internet because you know that they are HONEST opinions and NOT PAID OPINIONS. They are COMMENT/REMARKS and NOT ADVERTISING!!!
- The web has gives birth to a new generation. It is the generation C. CONTENT by the Creative Class using the web as a CHANNEL to Communicate. Turning Conversation into Community. Today media is controlled, by co-creators. Turning their creativity into CASH. THIS IS THE POWER OF BEING CONNECTED. THIS IS CONSUMER 2.0
- Our consumer today are not DEFINITELY NOT STUPID! They are Mulitasker, They are Intelligent. They are a person to be exact. They are the Consumer, The community, The participant, The audience, The Customer, The user. And empowered by the internet, they are informed!
- In a nutshell, Social Media is online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.
- Empowers people, giving people a voice.
- All these are very popular Social Media platforms to reach a lot of people.
- This is an example of today, day-to-day how consumer are using their internet for! Being Connected is certainly IMPORTANT for them. How would you feel if you lose your handphone! Ask any of the teens these days how devastated they feel about it. Look at Debbie. She ask her friend how was the party last night. Her friend Damien replied, check my blog, all the juicy details are just right there. Make sure you check it out. Debbie always goes for movie, she is the typical last minute person. She buys her ticket via her mobile phone online because she just hates to queue. When she is bored, she checks out GOOGle.com or surfs Youtube. She receives live scores sent to her mobile from the internet on her favourite soccer team. She gets her music online and download to her IPOD and plug in to a FM transmitter while driving to work. This is Debbie.! She is empowered.
- Marketing has traditionally been about messages. Marketing is increasingly becoming about experiences These experiences are enhanced by facilitating conversations and promoting community. This converts passive consumers to active participants, seeking relationships Relationships lead to loyalty, affinity, and an emotional connection. We need to design conversations. We need to stop marketing. We need to become conversation architects. experiences are designed Everyone like to have a good time, good experience. When you have good experience, you tend to talk more about it~ that’s word of mouth. Experiences are designed.
- When a consumer is happy, they come back for more, they share with their friends, they are evangelist, eventually they SHOUT even louder when company value their thoughts and allow them to feel belong, a sense of ownership of the brands. Look at APPLE, before IPOD was out, everyone is talking about it, anticipate for IPOD because behind all this exist a community, a community of brand advocates! Speaking of functional attributes, doesn’t other products like SAMSUNG, IRIVER serves the same functional attributes, but why are they people still saying that they prefer more of IPOD than these brands!.. How is this applied to the social media? Social media allows participation in a community. People interacts in the community, interactions is conversation, conversation are word of mouth. They bring their knowledge to the reality and spread it out. Research says 70% of Word of mouth are done offline.! The web gives them a TOPIC, an Insight, a News to talk about.
- The individuality and personality of each magazine means that readers can readily feel a close relationship with the particular magazines they choose to read. “When a magazine closely chimes in with this [consumer] self-image there is a high level of identification with the chosen magazine. There is a feeling of ownership, that this is ‘my magazine’, an informed friend. “ As a consequence, consumers expect magazine content to achieve closer personal relevance than any other medium. NFO Groups research (Absorbing Media 2002) for the PPA asked consumers which medium they expected to be most closely tailored to their individual needs, and unsurprisingly, magazines were felt to be the most likely. When asked which medium would contain the information that I am most interested in, again the consumer expectation is that magazines are more likely to provide this than other media. People buy magazines that they want to read, a magazine that shared the same beliefs with them. Something they can relate too. Is the same in the web, people read what they want to read and hear what is relevant to them, and thus people who share the same belief form communities. When they are alone they are nothing, when there are many of this lonely people getting together, they are definitely something. This is long tail!
- Faced with too much choice, too much media, too much marketing, consumers are effectively, filtering or actively rejecting the onslaught. Through sharing and interaction, you can build a following that will help promote your products and services.