This is a presentation from SFU's Social Media & Business Course, Fall 2011. Presentation by Alex Tang, Diana Chan, Sarah Lee and Irvin Ho

1. SOCIAL MEDIA
BRANDING #SMBRANDING
#BUS495
DIANA CHAN, IRVIN HO, EUNHOE (SARAH) LEE, ALEX TANG

2. AGENDA SOCIAL MEDIA BRANDING
1
INTRODUCTION 5
EVOLUTION
2
COMPONENTS 6
FUTURE
3
7
CONCLUSION
4
LEARNED 8
IMPORTANCE
LESSONS ACTIVITY

3. ?
WHAT IS SOCIAL
MEDIA BRANDING

4. “Name, term, design, symbol, or any other
feature that identifies one seller's good or
service as distinct from those of other
sellers. A brand may identify one item, a
family of items, or all items of that seller. If
used for the firm as a whole, the preferred
term is trade name.” American
Marke,ng
Associa,on

6. WHAT IS SOCIAL
MEDIA BRANDING

7. COMPONENTS OF
SOCIAL MEDIA
BRANDING

8. SOCIAL MEDIA MARKETING
IS MUCH MORE THAN JUST
CREATING A FACEBOOK
PAGE OR TWITTER ACCOUNT

9. BRANDING
+
ARCHITECTURE
+

10. +
+

11. CONTENT
CREATION
+ CONTENT IS KING!
+ ORIGINAL AND RELEVANT
CONTENT

12. CONTENT
CURATION
+ PLAY THE ROLE OF CURATOR
= MANAGER OR OVERSEER
+ DISCOVER THIRD PARTY
INFORMATION THAT YOUR
AUDIENCE FINDS VALUABLE.

13. SOCIAL
CRM
+ CRM = CUSTOMER
RELATIONSHIP MANAGEMENT
+ SOCIAL MEDIA IS ALL ABOUT
RELATIONSHIPS DON’T LET IT
BECOME A ONE WAY
BROADCAST CHANNEL.

14. ?
WHY IS SOCIAL
MEDIA BRANDING
IMPORTANT

15. BRAND
EQUITY
+ THE VALUEOR
COMPANY
INDIVIDUAL
A
+
REALIZES WITH A
RECOGNIZABLE
+
NAME AS
COMPARED TO A
GENERIC PRODUCT

16. HOW TO INCREASE
BRAND
EQUITY

17. HOW TO INCREASE
BRAND
EQUITY

18. WHY IS
BRANDING
IMPORTANT
Benefits

19. WHY IS
BRANDING
IMPORTANT
INFLUENCES
BUYING DECISIONS
Benefits

20. WHY IS
BRANDING
IMPORTANT
INFLUENCES CREATES TRUST
BUYING DECISIONS AND ATTACHMENT
Benefits

21. WHY IS
BRANDING
IMPORTANT
INFLUENCES CREATES TRUST
BUYING DECISIONS AND ATTACHMENT
Benefits
NAME
RECOGNITION

22. WHY IS
BRANDING
IMPORTANT
INFLUENCES CREATES TRUST
BUYING DECISIONS AND ATTACHMENT
Benefits
NAME CUSTOMER
RECOGNITION LOYALTY

23. A
BRAND….
BRIDGES GAP
IS CONSISTENT ADVOCATES
SOCIAL MEDIA
STRATEGY
LISTENS COMMUNICATES

24. LESSONS
LEARNED

25. BAD EXAMPLE
KENNETH COLE TRIED
TO HIJACK THE
#CAIRO TAG

26. BAD EXAMPLE

27. BAD EXAMPLE
LESSON:
+ HASH TAG HIJACKING IS ALWAYS A BAD IDEA

28. BAD EXAMPLE
OIL SPILL IN THE GULF OF MEXICO
POOR RESPONSE TO THE SITUATION
A FAKE TWITTER ACCOUNT, BPGLOBALPR

29. BAD EXAMPLE

30. BAD EXAMPLE

31. BAD EXAMPLE

32. BAD EXAMPLE

33. +
BAD EXAMPLE
+

34. BAD EXAMPLE
LESSON:
+ RESPOND IN A TIMELY MANNER
+ CONSIDER RISK MANAGEMENT

35. BAD EXAMPLE
+ EVOLUTION 2000 UIN BIKE SECURITY”
“TOUGHEST LOCK
LOCK,
+ MAN PICKS THE LCOK WITH A BALLPOINT PEN
+ SPREAD VIA BLOGS AND LOCAL NEWSPAPERS
+ KRYPTONITE FAILED TO RESPOND

36. BAD EXAMPLE

37. BAD EXAMPLE
LESSON:
+ LISTEN TO YOUR CUSTOMERS

38. GOOD EXAMPLE
+ CEO OF BLENDTEC, TOM
DICKSON, BLEND OBJECTS
+ FIVE-FOLD INCREASE IN SALES

39. GOOD EXAMPLE

40. GOOD EXAMPLE
LESSON:
+ SOCIAL MEDIA MARKETING DOES NOT
NEED TO COST A LOT OF MONEY.
+ CREATING FUNNY, ORIGINAL VIDEO TO
INCREASE SALES

41. GOOD EXAMPLE
+ MYSTARBUCKSIDEA.COM
+ CONSUMER IDEA AND SUGGESTION
+ DISCUSSION AMONG CONSUMERS

42. GOOD EXAMPLE

43. GOOD EXAMPLE

44. GOOD EXAMPLE
LESSON:
+ ASKING CONSUMERS WHAT THEY WANT
+ ACTINGITON THIS INFORMATION AND
DOING PUBLICLY IS KEY TO SUCCESS

45. GOOD EXAMPLE
+ CEO, JONATHAN SCHWARTZ, BLOGS
ABOUT SUN MICROSYSTEMS
+ OPEN TO COMMENTS,ARE APPROVED!
NEGATIVE, OR INANE
POSITIVE,

46. GOOD EXAMPLE

47. GOOD EXAMPLE

48. GOOD EXAMPLE

49. GOOD EXAMPLE
LESSON:
+ A CULTURE OF TRANSPARENCY AND
HONESTY THAT MUST BE EMBRACED
+ LEADING BY EXAMPLE IS THE BEST WAY
TO INTRODUCE IT TO A COMPANY

50. EVOLUTION OF
SM BRANDING

51. EVOLUTION OF
SM BRANDING
2 WAY COMMUNICATIONS
TRANSPARENCY
(TO A CERTAIN DEGREE)

52. EVOLUTION OF
SM BRANDING

53. COMMUNITY
BRAND ENGAGEMENT

54. COMMUNITY
BRAND ENGAGEMENT
+ CASE STUDY: CANON EOS
PHOTOCHAINS CAMPAIGN
+ AWARDED THE LIONS GRAND PRIX
FOR MEDIA IN CANNES
+
+

55. COMMUNITY
BRAND ENGAGEMENT

56. CANON EOS
PHOTOCHAINS
+ INTEGRATIVE APPROACH (ONLINE AND OFFLINE)
+ UNIQUE SOCIAL MEDIA PLATFORM
+ DYNAMIC PROCESS
+ TARGETED ALL LEVELS OF PHOTOGRAPHERS
+ NEW CREATIVE EXPERIENCE

57. CREATING A UNIQUE
+ BRAND IDENTITY
+
THE FUN THEORY, AN INITIATIVE OF VOLKSWAGEN

58. BOTTLE BANK
ARCADE MACHINE

59. VW: THE FUN THEORY
“…DEDICATED TO THE THOUGHT THAT
SOMETHING AS SIMPLE AS FUN IS THE EASIEST
WAY TO CHANGE PEOPLE’S BEHAVIOUR FOR THE
BETTER.”
“…PEOPLE WILL DRIVE MORE
ENVIRONMENTALLY FRIENDLY CARS IF IT’S
FUN TO DO.”

60. VW: THE FUN THEORY
+ SUBTLE BRAND PLACEMENT
+ POSITIVE BRAND ASSOCIATION
+ TO GENERATE INTEREST FOR VOLKWAGEN’S BLUE
MOTION TECHNOLOGIES
+ 700 USER-GENERATED FUN THEORY INITIATIVES
+ >20 MILLION YOUTUBE VIEWS

61. Discussion Question
+ What are some reasons why
you may choose a company
with a strong social media
presence over another
similar company that isn’t
as strong online?

62. HOW TO APPLY
SM BRANDING
FOR PERSONAL
?
USE OR BUSINESS

63. !
[1]
ESTABLISH YOUR
GOALS
WRITE DOWN:
+ GOALS & OBJECTIVES

64. +
BE UNIQUE+

65. !
[2]
LISTEN TO YOUR
ENVIRONMENT
+ AUDIENCE
+ SIMILAR COMPANIES
+ LOCAL COMMUNITY

66. !
[3]
BUILD YOUR
CHANNELS
+ SO MANY……

67. +
+
SOCIAL MEDIA LANDSCAPE

68. +
SOCIAL MEDIA PLATFORMS +
FOR SMALL BUSINESS

69. BASICS TO BUILD YOUR BRAND
FOR SMALL BUSINESS OR PERSONAL

70. !
[4]
ENGAGE YOUR
AUDIENCE
+ ASK QUESTIONS

71. ENGAGE YOUR
AUDIENCE

72. !
[5]
ENGAGE THE
RIGHT AUDIENCE
+ CHOOSE THE RIGHT
DEMOGRAPHIC
+ PARTICIPATE

73. !
+ TIMELINESS & FREQUENCY
+ TRANSPARENCY
+ CONNECT & BE
RELEVANT
+ NEVER SPAM!

74. TOOLS FOR
MONITORING YOUR
BRAND’S REPUTATION

75. +
+
GOOGLE READER

76. +
+
DELICIOUS

77. +
+
TECHNORATI (TRACKS “BLOG REACTIONS”)

78. +
+
INTERACTIVE SEARCH – FILTRBOX

79. +YOUR NETWORK
+
ROBUST NETWORK, ESPECIALLY PEOPLE IN THE
INDUSTRY WHO OBSERVE THE SAME KEYWORDS.

80. BLOG COMMENTS SOCIAL COMMENTS
BACKTYPE YAKTRACK
COCOMMENT CHATTER TAB
DISCUSSION BOARDS SOCIAL SEARCH
BOARDTRACKER.COM SOCIAL MENTION
BOARDREADER SERPH / KEOTAG
BIG BOARDS

81. FUTURE OF
?
WHAT IS THE
SM BRANDING

82. CONCLUSION
+ MORE THAN JUST FACEBOOK AND TWITTER
+ BUILDING BRAND EQUITY
+ RELATIONSHIP BUILDING WITH THE COMMUNITY
+ TRANSPARENCY

83. SOCIAL MEDIA
BRANDING
JEOPARDY
THEORY POPCULTURE TOOLS FUN FACTS
10 10 10 10
20 20 20 20
30 30 30 30
40 40 40 40
50 50 50 50

84. SOCIAL MEDIA
BRANDING
IS MARKETING SAME AS BRANDING?
NO, BRANDING IS PART OF MARKETING

85. SOCIAL MEDIA
BRANDING
STATE THE 3 COMPONENTS OF SM
BRANDING.
CONTENT
CREATION,
CONTENT
CURATION
AND
SOCIAL
CRM

86. SOCIAL MEDIA
BRANDING
NAME
THREE
WAYS
TO
INCREASE
BRAND
EQUITY.
3
OF:
AVAILABILITY,
PREFERENCE,
LOYALTY,
AWARENESS,
AWARENESS,
FAMILIARITY,
IMAGE
&
PERSONALITY,
ASSOCIATIONS

87. SOCIAL MEDIA
BRANDING DAILY
DOUBLE!!!!!
WHAT
IS
A
BRAND
PERSONALITY?
BRAND
PERSONALITY
IS
THE
WAY
A
BRAND
SPEAKS
AND
BEHAVES.
IT
MEANS
ASSIGNING
HUMAN
PERSONALITY
TRAITS
TO
A
BRAND
SO
AS
TO
ACHIEVE
DIFFERENTIATION.

88. SOCIAL MEDIA
BRANDING
WHAT
ARE
SOME
CHALLENGES
TO
BUILDING
YOUR
PERSONAL
BRAND
COMMUNICATIONS,
CONSISTANCY,
OR
CHARACTER

89. SOCIAL MEDIA
BRANDING
WHAT
IS
THE
MOST
WATCHED
YOUTUBE
VIDEO
OF
ALL
TIME?
AS
OF
OCTOBER
2011,
JUSTIN
BIEBER
-­‐
BABY
FT.
LUDACRIS;
631,357,015
VIEWS

90. SOCIAL MEDIA
BRANDING
THIS
POPULAR
TV
SHOW
SUBTLY
SNEAKS
IN
SOCIAL
MEDIA
PROMOTIONS
TWO
AND
A
HALF
MEN

91. SOCIAL MEDIA
BRANDING
HOW
CAN
A
CAMPAIGN
LIKE
THE
KOKANEE
RANGER
LIVE
OR
DIE
CAMPAIGN
HELP
A
BRAND
[MULTIPLE
ANSWERS]...
CUSTOMER
LOYALTY,
DRIVE
WEBSITE
TRAFFIC,
ENGAGED
CUSTOMERS,
WOM

92. SOCIAL MEDIA
BRANDING
The
Fun
Theory
campaign
by
Volkwagen
was
one
example
where
a
company
improved
its
brand
indirectly,
by
not
directly
promoang
its
products.
Can
you
think
of
another
company
that
has
done
this
through
social
media?
OPEN
ANSWER

93. SOCIAL MEDIA
BRANDING
HOW
CAN
A
CELEBRITY
ENDORSEMENT
CHANGE
THE
WAY
YOU
VIEW
A
PRODUCT
OR
SERVICE?
OPEN
ANSWER

94. SOCIAL MEDIA
BRANDING
WHY
WOULD
A
COMPANY
USE
HOOTSUITE?
CAN
MONITOR
KEYWORDS,
MANAGE
MULTIPLE
TWITTER,
FACEBOOK,
LINKEDIN,
FOURSQUARE,
PING.FM
AND
WORDPRESS
PROFILES,
SCHEDULE
MESSAGES,
AND
MORE

95. SOCIAL MEDIA
BRANDING
STATE
ANY
3
OF
THE
TOOLS
THAT
MONITORS
YOUR
BRAND’S
REPUTATION.
3
OF:
YAHOO
PIPES,
BLOG
POSTS,
BLOG
COMMENTS,
SOCIAL
COMMENTS,
DISCUSSION
BOARDS,
TWITTER,
FRIENDFEED,
SOCIAL
SEARCH,
INTERACTIVE
SEARCH,
YOUR
NETWORK

96. SOCIAL MEDIA
BRANDING DAILY
DOUBLE!!!!!
WHAT
IS
THE
WORLD’S
MOST
USED
TWITTER
CLIENT/PLATFORM?
WEB
BROWSER

97. SOCIAL MEDIA
BRANDING
AMONG
THE
TOOLS,
WHERE
ARE
SERPH
AND
KEOTAG
CATEGORIZED
IN?
SOCIAL
SEARCH

98. SOCIAL MEDIA
BRANDING
FILTRBOX
IS
A
COMPLEX
AND
INTELLIGENT
TOOL.
ITS
TECHNOLOGY
SCORES
CONTENT
BASED
ON
3
DIMENSIONS,
WHAT
ARE
THESE?
CONTEXTUAL
RELEVANCE,
POPULARITY
AND
FEEDBACK

99. SOCIAL MEDIA
BRANDING
THIS
SOCIAL
MEDIA
PLATFORM
HAS
OVER
500
MILLIION
USERS
FACEBOOK

100. SOCIAL MEDIA
BRANDING
WHAT
IS
THE
MOST
FOLLOWED
BRAND
ON
TWITTER?
GOOGLE

101. SOCIAL MEDIA
BRANDING
WHAT
SHOULD
KRYPTONITE
HAVE
DONE
TO
CORRECT
THEIR
EVOLUTION
LOCK?
RESPOND
TO
CONSUMER
COMPLAINTS
ASAP

102. SOCIAL MEDIA
BRANDING
WHICH
COUNTRY
IS
THE
MOST
PROLIFIC
ON
SOCIAL
MEDIA?
AUSTRALIA

103. SOCIAL MEDIA
BRANDING
WHAT
KIND
OF
RETURNS
DID
BLENDTEC
RECEIVE
FROM
IMPLEMENTING
THEIR
FAMOUS
“WILL
IT
BLEND?”
YOUTUBE
VIDEOS?
5
FOLD
IN
SALES

104. WWW.BUS495.COM