Building Brands Through Social Media 1 Building Brands Through Social Media Cornelius Kakrabah

Outline Changing Consumer and Media Landscape The Social Media Revolution Brand Building on Social Media

Today’s Consumer Mistrustful of authority figures: media, marketing, government Embracing of diversity: experiences, people, structures, definitions Grown up immersed in technology and marketing Believes anyone can be a star Believes media is interactive Heightened desire to ‘give back’ Link product loyalty to corporate behaviour Want socially responsible brands

Old 6 P Paradigm of Consumer Orientation Value Creator Consumer 6 Ps

The New Paradigm Consumer Value Innovator Brand 6 Ps

A New Dimension It’s no more about brand exposure to consumers – it’s about engaging the consumer It’s not about the hog - it is a lifestyle It’s not about the ad sound – it’s about how it makes consumers feel It’s about consumer choices, places and time It’s about “their” space It’s about “my” video It’s about “my” opinion It’s about the experience

Implications It has reached a tipping point Monologue marketing communication obsolete Information becoming transparent & authentic Word travels fast People likely to act on peer’s recommendation Changing Consumer behaviour and expectation

What Should Be Done…? Stop calling me Consumer. I am a Person

Changing Media Landscape ONE-TO-MANY SEGMENTED MEDIA ONE-TO-FEW PERSONAL MEDIA ONE-TO-ONE SOCIAL MEDIA MANY-TO-MANY MAINSTREAM MEDIA NICHE MEDIA MY MEDIA WE, THE MEDIA + HOT Consumer Control & Engagement WARM FRESH COLD -

The Social Media Revolution

Technology + Connections = Relationships Social Media describes the online technology and practices that people use to share opinions, insights, experiences, perspectives & media itself. Social media can take different forms, including text, images, audio & videos. Wikipedia

Types of Social Media Blogs (and Micro-blogs) Social networks Video/image sharing sites Social news aggregators Social bookmaking sites Wikis Forums

Why Brands Must Consider Social Media

Some Facts Two-thirds of all Internet users around the world visit social networks and/or blogs (734.2 million out of 1.1 billion Internet users) Of the top 10 most popular sites globally, five are social 10 hours of video is uploaded to You Tube every minute If Facebook were a country, it would be the 4th largest in the world People aged 18 - 35 constitute the majority of users An average of 8 new registration per seconds in 2010 - Facebook Over 133 million blogs have been created since 2002 Social networks and blogs are now more popular globally than email Every month, 800 million + photos uploaded to Facebook 10% of all time spent online is spent on social networks Source: InternetRetailer.com, Alexa.com, TechCrunch, Facebook, Nielsen Online, Wikipedia, Technorati, Bebo, Razorfish/CafeMom

The Reality 34% of consumers post comments about brands on their blogs and feeds Source: Universal Mccann 2010 36% think more positively about brands that have blogs Source: Universal Mccann 2010 EVERY 1 POINT INCREASE IN WORD-OF-MOUTH ADVOCACY = £8.8 INCREASE IN SALES Source: LSE/Bain 2005

Top Brands on Facebook

Building Brands on Social Media

The Approach Requires as much strategic planning as any other marketing activity. Brand presence must be developed & equipped for long term rather than individual campaigns. Develop a master brand tone for conversation Engage consumers in their own language. Regular update & consistency in tone of voice. Benefits to be gained from interconnectivity & Social Ecosphere.

Social Media is a commitment, not a campaign.

Getting it Right

1. Do Not Rush… Is You Brand Social Media Fit? HW LSM 11-15 70% web access Online dating, IM & chat, pod casts, shopping and banking Male/Female LSM 5- 8 Entertainment, Gaming, Technology, Sports, News, Community, Share HW LSM 6 -10 Young working class 20 – 40% web access Connect with friends & family HW LSM 1 – 5 Limited/ No web access Parenting & Homecare Brand Prioritisation: Opportunity Analysis with Brands/Target/Preferences

2. Brands as Story Tellers In a multi-channel world of advertising, the brand with the best stories win.

3. Let Them “Talk” About You Brands people talk about “Make meaning beyond Money” Become a platform to encourage others to participate & contribute

4. Create Empathy, Understanding & Openness Converse & engage consumers in their own language Understand the conversation & invest in research (3rd party research, reports etc) Stand for something worth engaging about Listen & never stop listening to your consumers Identify your influencers Take a long term view & plan for the long term

5. Connect with Consumers through the Social Ecosphere Meet them at different touch points YouTube Video & Photo Sharing Web 1.0 Sites Linking and image sharing Twitter Micro blogging Facebook / SNS Social Network + Content Aggregator Advertising Drive awareness of content/presence Wikipedia Crowd sourced Encyclopedias Search (SEO) Awareness

6. Know the Social Techno graphics

Finally: You can’t Control Everything Let go – control is in consumers hands (Moderate))

Measuring Success

What To Measure

Fundamental Metrics Output The amount of PR created by PR & social media campaigns Measures exposure & awareness Outtakes Audience take away from the program & the degree to which the exposure has influenced their perceptions & attitudes A leading indicator of outcomes Outcomes Measures the business results of the campaign Resulting site traffic & conversion as a result of online PR & social media campaigns

“Revolution doesn’t happen when societies adopt new technologies “Revolution doesn’t happen when societies adopt new technologies. It happens when societies adopt new behaviours.” – Clay Shirky Here Comes Everybody Thank You!