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Role of social media in Building a brand

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Slides were prepared on an HBR article by Patrick Barwise and Seán Meehan

Published in: Marketing

Role of social media in Building a brand

  1. 1. Role of in building a BRAND
  2. 2. Rise of social Media
  3. 3. Shift in power CustomersProduct
  4. 4. SOCIAL MEDIA can make falling, short instantly painful.
  5. 5. Kryptonite’s easily picked locks And Dell’s flammable laptops.
  6. 6. Companies that might SUCCEED in this environment are exploiting the OPPROTUNITIES.
  7. 7. Marketers must make lively exchanges with the customers
  8. 8. Social Media
  9. 9. Early days…..
  10. 10. Market was PRODUCT centred
  11. 11. Marketing Mix Four Ps -Product -Place -Promotion -Price
  12. 12. Now a days – CONSUMER Centred
  13. 13. Modern Marketing Management -People -Processes -Programs -Performance
  14. 14. Consumer SATISFACTION should be the main focus.
  15. 15. Research on how BRAND and its wider PRODUCT CATEGORY fits into people’s lives.
  16. 16. Example : Samsung (Multinational Operating in India)
  17. 17. S-category Core category
  18. 18. Marketers get to know about the Demand of the customers through SOCIAL MEDIA.
  19. 19. Idea of open DISCUSSION FORUMS
  20. 20. An EARLY ADAPTER of social networking.
  21. 21. Beinggirl.com : Illuminates the target consumer’s world.
  22. 22. Indian market has a variety of SEGMENTS
  23. 23. Geographic Segmentation
  24. 24. Demographic Segmentation
  25. 25. Psychographic Segmentation
  26. 26. Rich Culture
  27. 27. Social media helps in recognising these SEGMENTS and DEMANDS.
  28. 28. Target Market Aware Open to trial Trier (non- rejecters) Recent users (in past 3 months) Regular users (at- least once in every 2 weeks) Most often used Loyal The Marketing Funnel
  29. 29. What are target consumers ?
  30. 30. But…..
  31. 31. Indian Conflicts (because of a large crowd for an individual segment).
  32. 32. Marketers must learn how to overcome conflict situation and criticism faced by the company.
  33. 33. Show PATIENCE at these times.
  34. 34. Show CONFIDENCE in product’s performance.
  35. 35. Set-up a separate team for analysis on CONSUMER’S reports.
  36. 36. Have FAITH in yourself
  37. 37. 1. They offer and communicate a clear, relevant CUSTOMER PROMISE.
  38. 38. 2.They BUILD TRUST by delivering on that promise.
  39. 39. 3. They drive the market by CONTINUALLY IMPROVING the promise.
  40. 40. 4. They seek further advantage by INNOVATINS beyond the familiar.
  41. 41. SCANNING every competitive brand’s website and pay attention to the most viewed posts.
  42. 42. Keep the website UP TO DATE
  43. 43. If anything goes WRONG with the website, inform the customers and connect with them through social sites
  44. 44. Pay special ATTENTION to LOYAL CUSTOMERS
  45. 45. Innovative thinking
  46. 46. PARTNERSHIPS with other good companies.
  47. 47. What if SAMSUNG patch up with a company that produces best glasses ?
  48. 48. Improvisation on screens of LAPTOP and ANDROID PHONES.
  49. 49. Brand Promise
  50. 50. Go viral but don’t harm the BRAND.
  51. 51. Show the world your BRAND and VALUES.
  52. 52. These slides were created by Yovan Sethi, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com) Disclaimer

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