1. Digital brand management strategies Part 1

2. Questions
What are the contemporary global consumption issues about brand communities and brand tribes?
What is branding within an ICT-based or digital environment?
What is country/place and celebrity branding?

3. many of which are iconic and are becoming digital brands…
The top 100 global brands
many of which are iconic and are becoming digital brands…
This video reviews the world’s top 100 brands

4. Interbrand.com visit their website !

5. Internet consumption around the world

6. Digital Branding (DB) Definition
Partnering for a compelling experience online: Nike+ iPod
DB is the creation and management of brands through the use of all forms of digital technologies, many of which are controlled by the consumers
Digital brands have more “touch points” online and offline

7. Digital Branding

8. Digital Branding as a core management requirement
BMW
Digital Branding
Companies should invest in DB
BMW with its “The Hire” 8 series of short films with 100 million hits to highlight the performance aspect of brand performance
Going beyond the corporate website
Creating connections with People; C2C with HOG, Nike+
Creating the right digital experience- followed by the offline experience: Gopro, RedBull
Small companies can do it now!
Placing the center of your platform

9. Digital marketing

10. Digital marketing Media Types

11. Brand Health in the Digital World: The 4 Vs
Brand Health is under attack in 4 ways:
Greater Volume of Data source
Faster Velocity of consumer Data
Broader Visibility of consumer sentiments: Kony 12
Greater Volatility of Consumer Behavior
COMPANIES MUST BUILD:
Brand Responsiveness to react quickly to changing market conditions
Build Brand Resilience to counteract unforeseen crises and threats

12. Understanding the Consumer Decision Journey (Edelman, 10)

13. Implications of the CDJ (Consumer Decision Journey)
Target stages in CDJ rather than allocating spending to media
Companies should focus on Evaluation and Advocate stages
Companies must study
Own media (websites, etc.)
Earned media (customer created channels ) such as brand communities
Supportive spend : where technologies and staff are used to manage content and monitor conversations

14. Evolution of Marketing Communications (Armano, 09)

15. Monitoring Owned and Earned Media
Website of Nespresso
Facebook Nespresso

16. Other Earned media..
Twitter / Nespresso
YouTube/ Nespresso

17. The 4 Zones of Social Media Marketing (SMM)

18. Types of Media: Paid- Earned-Owned
Zones
Paid
Earned (social media)
Owned (websites),etc.
1. Social Communities
Ads
Conversations
Shared content
Influence, impressions
Like, Followers
Controlled Profiles
2. Social Publishing
Endorsements
Branded channels
In media sharing sites
Embeds
Comments
Shares
Links
Search Rankings
Corporate blogs
Brand-controlled media sharing sites
3. Social Entertainment
Ads in Games
In-game interactions
Advergames
Alternate Reality Games (ARG)
4. Social Commerce
Sales promotions
Review and ratings
Recommendations
Group buys
Social shopping interactions
Social storefronts

19. The Social Media (Earned Media) Marketing Plan outline
Conduct a situation analysis
Internal environment
What activities exist in the overall marketing plan that can be leveraged for social media marketing
What is the corporate culture? Does it support the decentralized norms of social media
What resources exist for social media activities
Is the organization already prepared for social media activities?
External Environment
Who are your customers? Are they users of social media?
Who are your competitors? What social media activities are they using
What are they key trends? Affecting social media marketing?
SWOT analysis
What are the SWOT based on analysis
State objectives
What does the organization wish to accomplish through social media marketing? (promotional, service, retail objectives, research objectives)
Gather insight into target
Which segment should we target
What are the relevant demographic, psychographic and behavioral characteristics
What are the social media habits of the segments

20. … Select Social Media Zones and vehicles –
Which mixture of the 4 zones of social media will be best to accomplish our objectives within the resources available
Social community zone strategies: how will we represent the brand in S networks and what contents will we share
Social publishing zone strategies: what content do we have? What can we develop? What form should our blog take? Which media sharing should we use to publish content
Social entertainment zone strategies: what role should social entertainment play in SM Plan? Opportunities to develop a game, or product placement
Social Commerce strategies: Opportunities for customers’ reviews and ratings? Should we develop retail space for social media sites? How can we use social commerce to increase conversions?

21. … Create an experience Strategy encompassing Selected Zones
Developing SM activities supporting promotional strategies
What message do we want to share using SM
Can we encourage engagement with branding social spaces?
How can we encourage those who engage with the brans socially to act as Opinion Leader and share their experience with others
In what ways can we align zones with tools to support each other
Activate an activation plan
How do we make it happen?
Who is responsible for each aspect?
What is the timing of the plan?
What budget do we need to accomplish the objectives?
How do we insure the plan is consistent with the overall Marketing plan and promotional plan
Manage and Measure
How do we measure the actual performance of the plan

22. The 4 Zones of Social Media Marketing (SMM)