1. Building Brands Through Social Media1
Building Brands Through Social Media
Cornelius Kakrabah

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

3. 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

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

5. The New Paradigm
Consumer
Value Innovator
Brand
6 Ps

6. 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

7. 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

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

9. 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 -

10. The Social Media Revolution

11. 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

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

13. Why Brands Must Consider Social Media

14. 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 constitute the majority of users
An average of 8 new registration per seconds in Facebook
Over 133 million blogs have been created since 2002
Social networks and blogs are now more popular globally than
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

15. 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

16. Top Brands on Facebook

17. Building Brands on Social Media

18. 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.

19. Social Media is a commitment, not a campaign.

20. Getting it Right

21. 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

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

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

24. 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

25. 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

26. 6. Know the Social Techno graphics

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

28. Measuring Success

29. What To Measure

30. 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

31. “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!