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1. Branding A Social Media Perspective
Prepared by
S Sathish

2. Social media ‐ First things first

3. What this really is: People talking with people.

4. People connecting with each other.
Which is nothing new, really
People creating communities…
People sharing their passions.

5. Define Social Media
“A group of Internet‐based
applications that build on the
ideological and technological
foundations of Web2.0,which
f d ti f W b2 0 hi h
allows the creation and exchange
of user‐generated content.”
by
y
Andreas Kaplan e Michael Haenlein

6. Why Social Media Now ?
Metrics Behavior On The Internet
Metrics Behavior On The Internet
Content sharing on the Internet From 2006 to 2009 there has
has reached a prominent role in
p been increasing in virtually all
g y
daily life of Internet users activities involving social media
•63% created a profile on a social •Watch video clips online and Listen
network site to live radio/audio online
•57% manage a profile on a social • Create profile on a social network
network site
• Read blogs
•76% upload photos
•Upload photos to a photo sharing
•33,1% upload videos site
•29,1% keep a blog • Blogs are now read by 24% up
from 13% in 2006
•71% read blogs
• Social networks are now used by
26% up from 17% in 2006

7. Percentage of Fortune 100 Companies using each
Social Media Channel
One
Channel
21%
None
40 %
Two
Channel
All 3 22%
Channel
17%
Twitter now platform of choice Active Companies On SM
Facebook Facebook and
14% Blog and Twitter
Twitter Twitter 36%
76% 64%
Blog
10%
Companies using just one social media channel Companies using two channels likely to use Blog
overwhelmingly use Twitter (76%) and Twitter (64%

8. Brand Management

9. Brand Management
What is Brand?
A brand is a name, term, sign, symbol or a combination of them intended to
, , g , y
identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition.
The Cola Wars: Energy Vs. Peace

10. Brand Management
Why do Brands matters?
From consumer’s point of view
’ i f i From manufacturer’s point of view
f ’ i f i
Identification of source of product Means of identification to simplify handling
Assignment of responsibility to product maker Means of legally protecting unique features
Risk reducer Signal of quality level to satisfied customers
Search cost reducer Means of endowing products with unique
Promise, bond, or pact with maker of product associations
Symbolic device Source of competitive advantage
Signal of quality Source of financial returns

11. Brand Management
Branding Process
Understanding Brand Building
Branding
Products to
Attributes Management Architecture Exercise
brands

12. Brand Management
Branding Process
Products to
brands
A brand is more distinctive than a product
It is first of all a name, a means of identification
Secondly its a set of added values offering both functional and psychological
benefits
“If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100
billion loan to start from the scratch”
‐Fortune Magazine

13. Brand Management
Branding Process
Products to
Attributes
brands
Immutable Law of Name ‐ Short , Distinctive, Not to mean anything rude or silly in
another language
Immutable Law of Shape ‐ Simple logo, Designed to fit both the eyes, Logo font
has to be clear and legible
Immutable Law of Color ‐ Colors have meanings, Opposite colors can differentiate
Immutable Law of Singularity ‐ Leverage a compelling truth, mean a single
powerful thing

14. Brand Management
Branding Process
Products to
Attributes Management
brands
Co Brand ‐ Brands need to address a similar need segment
Stealth Brand ‐ Brand building that attracts customer attention but not of rivals
Fighting Brand ‐ Pricing led branding option. Works as a competitive response,
Built as new, independent brand
Immutable Law of Siblings (Multi Brand) ‐ Leverage a compelling truth
Leverage a compelling truth,
mean a single powerful thing (Tata Salt, Tata Tea)

15. Brand Management
Branding Process
Products to
Attributes Management Architecture
brands
Immutable Law of Contraction ‐ A brand becomes stronger when you narrow its
focus
House of Brands ‐ Gives an opportunity for the company to focus on each brand
and contract its scope
Endorsed Brand ‐ Danger of diluting the equity of endorsing brand (Titan from TATA,
transferring trust)
Immutable Law of Expansion ‐ Company pushes core brand in different
directions (Volkswagen Buses)
Branded house ‐ Consumers buy brands, not companies (P&G)

16. Brand Management
Branding Process
Products to
Attributes Management Architecture Exercise
brands
Single Brand Family
‘Stand‐alone’ New Brand
Transfer of Brand Assets ‘x from y’

17. Brand Management
Branding Process
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

18. Brand Management in SOCIAL MEDIA
Face are personable, but lack context
Face are personable but lack context

19. Brand Management in SOCIAL MEDIA
Logos are clear, but impersonal
Logos are clear, but impersonal

20. Brand Management in SOCIAL MEDIA
Combining faces logos humanity context
Combining faces + logos = humanity + context

21. Brand Management in SOCIAL MEDIA
Metrics and Social Media Elements
Metrics
“A metric is a measuring system that quantifies a trend, dynamic, or
characteristic. In virtually all disciplines, practitioners use metrics to explain
phenomena, di
h diagnose causes, share fi di
h findings, and project th results of f t
d j t the lt f future
events.”
Prof. Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein.
Ups Downs
Data persistence Differences between social media
sites
it
Data search ability
Inconsistent terminology
Public information
Several levels of measurement

22. Brand Management in SOCIAL MEDIA
Social Media Data
Q
Quantitative Data Q
Qualitative Data
•Scraps
•Friends
•Communities
•Fans
•Mutual Friends
•Mutual Communities
Posts
alysis
Data Ana
•Following
F ll i
•Followers Comments Feeds
•Tweets
•Most Recent Tweet
•Lists Quantitative
UGC
•Views
•Likes / Dislikes
•Comments Quantitative
•Comments Quantitative

23. Brand Management in SOCIAL MEDIA
Social Media Metrics: Approach
Awareness Influence Engagement
• Page Views • Ratings / Rankings • Comments and Trackbacks
• Unique Visitors • Referrals • Filled Profiles
• Posts/Topics • Members • Active Members
•N b
Number of Groups
fG •CConnections
ti •MMeans
• Average Time • Mentions
• New Visitors • Frequency of Publication
• Repeat Visitors • Favorites
• Traffic Sources
Traffic Sources
• Leads
• Evaluation of visitors
:geographic, language,
bounce rate etc.

24. Brand Management in SOCIAL MEDIA
Social Media Metrics
Reach is related to the
is related to the
Engagement is related to degree of effective
the degree of participation dissemination of certain
and involvement of a content or to degree of
specific profile or group of potential spread that a
users to a theme or subject
Engagement single profile has in the
network
t k
Influence
fl Reach
h
Influence is related to the Adequacy Adequacy refers to the
degree of attention and
mobilization that a certain degree of proximity that
given content has in
profile can generate in
profile can generate in
relation to the desired
l h d d
others users. characteristics and values

25. Brand Management in SOCIAL MEDIA
Steps In Social Media Analysis
Customer Context
• Strengths and Weakness; Threads and Opportunities; Competition; Target Reach
Audience; General Objectives of Communication; Marketing Strategy
Growth of Total Followers
Current Practices in Social Media Views of Key Videos
• Identify the actual use of social media by team and key people: publishing
frequency, type of content, type of relationship, social media performance
etc INFLUENCE
Quality of Twitter Lists
Emphasis
• Influence; Engagement; Reach; Adequacy
Influence; Engagement; Reach; Adequacy
Types of Metrics
ENGAGEMENT
Topics/Month
• Social Media Site; Previous Social Media Performance; Desired Information; Active Participants
Measurable Data: quantitative x qualitative
Collection Tools
C ll ti T l
• Define Tool; Methodology; Data collection
ADEQUACY
Proximity with key words
Analysis Sentiment Value Index
• Interpretation of data; optimization strategies;

26. Brand Management in SOCIAL MEDIA
Tools
Data Archiving – MS‐Excel, MS‐ Access and other Spreadsheets Application
Data Archiving MS Excel MS Access and other Spreadsheets Application
Monitoring and Analysis Software – Radian6, Social Mention, Critical Mention
Analytics – SPSS, SAS, Google Analytics
Search Engines – Google, Bing, Yahoo, Dogpile
Profile Classification – Twitter Grade, Klout

27. Brand Management in SOCIAL MEDIA
References
R f
Reports/Presentations/White Papers/Articles
http://www.slideshare.net/interney/mtricas‐em‐mdias‐sociais
http://www slideshare net/interney/mtricas em mdias sociais
http://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetrics
http://www.slideshare.net/tarushijio/metricas‐para‐publicidade‐em‐midias‐sociais
http://fluent.razorfish.com/
http://www.amazon.com/Always‐Advertising‐Marketing‐Consumer‐Business/dp/0071508287
http://www.slideshare.net/Radian6/measuring‐social‐media‐2396778
p // / / g
http://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2
http://www.web‐strategist.com/blog/2010/04/22/altimeter‐report‐social‐marketing‐analytics‐with‐web‐
analytics‐demystified/
http://www.iab.net/insights_research/947883/buildingbrandsonline
http://www.radian6.com/blog/2010/03/social‐media‐measurement‐analysis/
www.syncapse.com/media/syncapse‐value‐of‐a‐facebook‐fan.pdf
SocialNetworkSites:Definition,History,andScholarship.–danahm.boydeNicoleB.Ellison
Users of the world, unite!‐Kaplan AndreasM., Haenlein Michael.
Wave4–Power to the People
Plano de Negócio Sebrae

28. Brand Management in SOCIAL MEDIA
Thank You
Th k Y
QUESTIONS