How does social media affect the brand building?

1. Linkages~ Brand Building &
Social Media
GROUP~2

2. Schedule
 Does Social media help in building a
brand?
 Or does it destroy brands more quickly
than before?
 Identifying 5 companies that use
social media extensively for brand
building.
 Framing a brand building model.

3. Social Media Statistics
250 MILLION
ACTIVE
FACEBOOK
USERS
1 MILLION
POSTS ON
TWITTER EVERY
HOUR
346 MILLION
BLOG READERS
WORLDWIDE
5 BILLION
MINUTES
SPENT ON
FACEBOOK
100 MILLION
VIEWS ON
YOUTUBE
EVERYDAY
40% OF THE
MASS
SUBSCRIBE TO
A RSS FEED

4. Changing Brandscape
 Traditional
 Stimulus-response
approach.
 Standardized.
 Adversarial.
 Mass
 Transactional
 Monologue
 Social media
 Need driven
service approach.
 Customized.
 Collaborative.
 Individual
 Relationship over
time
 Dialogue

5. Social Media & Negative Brand
Image
Only if your brand
1) Inconsistency in response at social
media forums.
2) Spamming Posts
3) Distasteful content
4) Bashing competition
5) Hacked Accounts
BRAND HIJACKING: Consumers take over marketing from
professionals wrongfully. At Twitter for instance, there are plenty of
brand hijacking examples, with big names like iPhone, Vivendi,
Motorola, Nokia, Intel or WindowsXP not being run by the
company.
BASH TAGGING: When a hashtag becomes a bashtag. Ex when
McD started a Twitter campaign #McDstories for inspiring heart
warming stories over happy meals it backfired them with floods of

6. Content Marketing & Social
media
 Practice of creating media that brings
the person interacting with it towards
getting
shared, discussed, generate leads &
finally sales

7. YouTube~ Video content
marketing
 Which type of YouTube videos make an impact?
1. What’s truly unique about your brand?
2. What does your brand own?
3. What right does your brand have to win in this content Vs
competition space?
What does
my brand
stand for?
What does my
audience care
about?
Create Collaborate Curate
Mountain’s Dew Kickstart Come Alive
Devinsupertramp’s #Dewroadtrip
“Art of Dew” video stories

8. Personalized Marketing & Social
Media
 Personalization involves making a
unique product offering for each
customer.
 Social media analytics not only help in
the level of personalization but also
the positioning within the consumers.

9. Facebook ~ personalized
marketing
#ShareACoke Campaign Nike’s Outdoyou Campaign
•Originally trialled in Australia with
150 famous names & generic
names, significantly increased
young adult consumption by 7%.
•6.8% global growth in Facebook
community.
•Traffic on Facebook increased
870%.
•The hashtag encouraged the
consumers to promote the brand
•Nike used user data to create
personalized video content
•These videos were shareable &
Nike enjoyed content amplification
well beyond its circle.
•Used Facebook feed as video
viewership on it is growing with 1
billion video views each day

10. Instagram~ personalized
marketing •Drawing cue from its customised
shoe site NIKEid, Nike use
INSTAGRAM to develop a concept
called NIKE PHOTOid.
•From followers to customers, Nike
capitalized on customizing images of
trainers.
•Result: 100000 shoes created in
the first week
•Zero media spend.
Why all brands must be on Instagram now:
1) 100% content reach-ability through Instagram, no fear of
ad block
2) Engagement rate of 4.21% per user, 58 times higher than
Facebook.
3) Visual storytelling along with hashtags to increase target
base.

11. Promotional Marketing & Social
Media
 Promotional marketing is a technique that
includes various incentives to buy, such as:
Contests: We all enjoy winning something
for free. They are attractive to acquire new
clients and create awareness.
 Usually associated with some event or
seasonal marketing.

12. Twitter~ Promotional
Marketing
 One way to get social media love is to give away free
products, and that's exactly what McDonald's did during the
2015 Super Bowl.
 The company tweeted about each TV ad that was shown
during the big game, and encouraged followers to retweet its
posts for a chance to win every product that was advertised.
 For example, after a Toyota ad ran, McDonald's tweeted,
"Lovin' how @Toyota showed us all how great we can be...RT
& you could win a new 2015 Toyota Camry."

13. Social Marketing & Social
media
 Social marketing seeks to influence
social behaviours not to benefit the
marketer, but to benefit the target
audience and the general society.
 Always involves with withdrawing a
negative approach towards an existing
taboo to a positive transformation
through their product offering.

14. #Always
LikeAGirl
 Always was able to take the
phrase 'like a girl,' which is
typically used as an insult,
and transform it into a
positive statement”.
 Shining example of how a
brand can affect social
change.
#IWillWhatIWant
 Athletic clothing Under
Armour launched a
campaign aimed at women,
using the hashtag
#IWillWhatIWant.
 Under Armour's campaign
empowered women of all
shapes and sizes to get
moving and not let anyone
hold them back.

15. SOCIAL MEDIA BRAND
BUILDING
Appropriate
channel
selection
Content
building/personalize
d/promotional
Community
building/Consum
er involvement/
Message
Dissemination
Action monitoring
Reaction to
negative
comments
Assessment
&
Comparison
of results

16. THANK YOU!!!!!!!