SOCIAL MEDIA STRATEGY FOR BRAND BUILDING OF COOPERATIVES IN INDIA ROLE OF BLOGS Presentation by Sanjay Kumar Verma Nodal Officer, Coop-Connect National.

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Presentation transcript:

SOCIAL MEDIA STRATEGY FOR BRAND BUILDING OF COOPERATIVES IN INDIA ROLE OF BLOGS Presentation by Sanjay Kumar Verma Nodal Officer, Coop-Connect National Cooperative Union of India

BACKGROUND  Cooperative sector one of the vibrant sectors of Indian Economy.  Despite privatization, cooperative model has retained significance.  Neglect of brand building hindering cooperative growth.  Credibility of cooperative sector is lacking.  Public perception towards cooperatives still not favourable.  Paper advocates for strengthening communication plank through SM i.e. Blogs.

PUBLIC RELATIONS AND BRAND BUILDING  Public Relations is considered important for brand building of an organization.  Public Relations is a two ways communication.  Branding is an image building activity.  Building and nurturing relationships is important in brand building.

SOCIAL MEDIA AND ITS SIGNIFICANCE IN BRAND BUILDING  Definition of Social Media.  Social Media is inexpensive and easily accessible.  Difference between Commercial Media and Social Media.  Social Media → Connect, Collaborate and Move ahead.  Impact of Social Media is more profound than usual Public Relations tools.

BLOGS AND BRAND BUILDING  Definition and its nature.  Interactive nature of blogs creates goodwill.  Blogs engage customers through open forum of discussion.  Blogs provide keen insights into working of an organization.  Perfect tool for advocacy, lobbying and generating resources.  Strong alternative to mainstream media.

CURRENT PR PRACTICES IN COOPERATIVES IN INDIA  Significance of Public Relations is not understood for brand building.  Two way communication is neglected.  Public Relations strategies neglect brand positioning.  Heavy dependence on commercial media.  Cooperatives have yet to venture in the field of Social Media

IMPORTANCE OF BLOGS IN BRAND BUILDING FOR COOPERATIVES  The cooperatives are democratic organizations.  Blogs symbolize freedom of expression, have participatory character.  Blogs best medium to expand business of cooperatives.  Good content is key to success of an organizational blog.  Blogs can captivate the hearts of readers.  Blogs have made many organizations succeed through dialogue.

Towards Model Building  Challenge of building up participatory models for cooperative sector in India.  Brand-building through blogs is a new area.  The nature of paper is exploratory.

Model Building for Business Organisations  Coops face challenge to sell products  Challenge for not only brand awareness but also for brand positioning.  Customer interactions key for brand building  Community hubs on blog  In post-liberalisation era one-to-one marketing is important  Devising marketing and sales techniques through blogs important.

MODEL BUILDING FOR PROMOTIONAL ORGANISATIONS  Devising effective communication strategies for fulfilling members’ expectations.  Blog is effective communication tool for promotion.  Blogs strengthen capacity-building programmes.  Blogs effective for grass-roots projects/programmes.  Blogs effective for advocacy and lobbying.  Resource generation.  Blogs effective in research.

REALITY AND WAY OUT  Coops must evaluate their Public Relations strategies  Coops must give importance to blogs in on-line communication.  Coops can bridge gap between HQ’s and field offices.  Blogs effective in connecting with other organizations.  Blogs are an effective media channel.  Blogs make cooperatives achievement-oriented.

REALITY AND WAY OUT  Blogs are a crisis management tool.  COOP CONNECT Forum and Blog.  NCUI’s foray in cooperative education in schools  Generating awareness for blogs.  Pitfalls must be looked into.  Technology for popularizing blogs must be understood.

CONCLUSION  Online communications is no more a taboo.  Coops must not lag behind  With eye for future coops must take definite steps

Thank you