SFU Bus495 Social Media Branding

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

5. WHAT IS SOCIAL MEDIA BRANDING

6. COMPONENTS OF SOCIAL MEDIA BRANDING

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

8. BRANDING + ARCHITECTURE +

9. + +

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

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

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

13. ? WHY IS SOCIAL MEDIA BRANDING IMPORTANT

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

15. HOW TO INCREASE BRAND EQUITY

16. HOW TO INCREASE BRAND EQUITY

17. WHY IS BRANDING IMPORTANT Beneﬁts

18. WHY IS BRANDING IMPORTANT INFLUENCES BUYING DECISIONS Beneﬁts

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

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

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

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

23. LESSONS LEARNED

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

25. BAD EXAMPLE

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

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

28. BAD EXAMPLE

29. BAD EXAMPLE

30. BAD EXAMPLE

31. BAD EXAMPLE

32. + BAD EXAMPLE +

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

34. 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

35. BAD EXAMPLE

36. BAD EXAMPLE LESSON: + LISTEN TO YOUR CUSTOMERS

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

38. GOOD EXAMPLE

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

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

41. GOOD EXAMPLE

42. GOOD EXAMPLE

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

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

45. GOOD EXAMPLE

46. GOOD EXAMPLE

47. GOOD EXAMPLE

48. 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

49. EVOLUTION OF SM BRANDING

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

51. EVOLUTION OF SM BRANDING

52. COMMUNITY BRAND ENGAGEMENT

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

54. COMMUNITY BRAND ENGAGEMENT

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

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

57. BOTTLE BANK ARCADE MACHINE

58. 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.”

59. 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

60. 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?

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

62. ! [1] ESTABLISH YOUR GOALS WRITE DOWN: + GOALS & OBJECTIVES

63. + BE UNIQUE+

64. ! [2] LISTEN TO YOUR ENVIRONMENT + AUDIENCE + SIMILAR COMPANIES + LOCAL COMMUNITY

65. ! [3] BUILD YOUR CHANNELS + SO MANY……

66. + + SOCIAL MEDIA LANDSCAPE

67. + SOCIAL MEDIA PLATFORMS + FOR SMALL BUSINESS

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

69. ! [4] ENGAGE YOUR AUDIENCE + ASK QUESTIONS

70. ENGAGE YOUR AUDIENCE

71. ! [5] ENGAGE THE RIGHT AUDIENCE + CHOOSE THE RIGHT DEMOGRAPHIC + PARTICIPATE

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

73. TOOLS FOR MONITORING YOUR BRAND’S REPUTATION

74. + + GOOGLE READER

75. + + DELICIOUS

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

77. + + INTERACTIVE SEARCH – FILTRBOX

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

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

80. FUTURE OF ? WHAT IS THE SM BRANDING

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

82. 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

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

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

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

86. 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.

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

88. 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

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

90. 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

91. 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

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

93. 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

94. 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

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

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

97. 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

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

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

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

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

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

103. WWW.BUS495.COM

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