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

2. 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

3. A New Dimension
It’s no more about “Brand Exposure” to consumers – it’s about Engaging the Consumer in meaningful conversation
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

4. 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 expectations
Social Media drives the world….. The Arab Spring?

5. What Should Be Done…?
Stop calling me Consumer & stop feeding me with what you think I will like
I am a Person – allow me to express myself….!

6. Why is Social Media Relevant for Brands
It’s where consumers are spending their time
It’s the most trusted medium for consumers
Social media allows to engage with consumers in a powerful new ways.
By default, brands are already there.

7. 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

8. Top Brands on Facebook & Twitter
Top 10 Consumer Brands
Coca Cola
34,511,504
Starbucks
25,446,846
Oreo
23,092,391
Red Bull
22,427,254
Converse All Star
20,780,055
Converse
20,141,021
Skittles
19,348,317
Play station
17,420,065
Pringles
13,602,128
Victoria’s Secret
15,343,727
Top 10 Trending Topics on Twitter
Twitter
Google
Facebook
Apple
McDonalds
Nike
MySpace
Nissan
Wall Mart HP

10. Building Brands on Social Media

11. 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.
It is an own media – care must be taken with what is broadcasted

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

13. Getting it Right

14. 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

15. 2. Brands as Story Tellers … Develop a Brand Tone
In a multi-channel world of advertising, the brand with the best stories win.
“Think like a publisher, not a marketer.” – David Meerman Scott, DavidMeermanScott.com

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

17. 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

18. 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

19. 6. Know the Social Techno graphics

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

21. How can we Evaluate Social Media

22. Reach
Like any other medium, digital must qualify and quantify the reach of campaigns. The best campaign in the world is a failure if only 50 people see it! Whatever we do; branded games, video series, applications, facebook pages, youtube channels or jus plain old display, we MUST capture the reach of the activity. In addition, it is vital we capture

23. Impact
The impact of activity on the consumer is most often overlooked by media people as this has typically been a creative agency concern. This is not the case in digital; in order to coax budgets into the channel we must constantly prove the impact that digital activities have had. This means that if 100,000 people watched a video, it is VITAL that we also know whether it had any effect on their attitude towards the brand – do they love it more? Are they more likely to buy it? Has the key message landed and resonated? The same goes for every other form of digital activity.

24. Cost
Cost must be the final piece of the equation – it’s all very well for a campaign to have a positive effect on 100,000 people, but the activity must be affordable – the marketing director of Audi, who made his name setting up an Audi TV channel, later remarked that it would have been cheaper to give each viewer of the channel their won Audi TT!
Costs can easily be benchmarked and compared across channels and against previous activity.

25. R.I.C.E. Reach – Impact – Cost – Evaluation

26. Some suggested metrics for Reach, Impact and Cost

27. Reach Volume Targeting Views Impressions Users Interactions Arrivals
Composition/Profile
Intent
Relevance
Reach

28. Impact Brand Survey Awareness TOM recall Message association
Consideration
Favorability
Purchase Intent
Engagement Metrics
Time spent
Views completed
Interaction rate
Repeat visits
Advocacy
Share rate
Likes
Retweets
Sentiment
Impact

29. Cost Benchmark CPW Other Media Channels Past campaigns Value analysis
Cost per…
Thousand
Arrival
Interaction
View
User
Registration
Benchmark
Other Media Channels
Past campaigns
Value analysis
Cost

30. “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!