Digital marketing Course . Design and development of a social brand. digital design, crowdsourcing discussed.

1. Digital Marketing Course
Brand Digital …
Social Branding Strategy
Fall 2011
Lynchburg College
School of Business and Economics
Dr Ira Kaufman
©2011

3. What is your Brand?
• Corporate brand
• Social brand
• Employer brand
• Personal brand

4. The Official Ralph Lauren 4D
Experience - London
• http://vimeo.com/16723278

5. Strategic Branding
• Defining Value
– Clarify organizational values
– Value Proposition Design
• Designing Value
– Articulate your identify
– Building Social Brand thru Digital Design
• Positioning
• Customer Segmentation
• Communicating Value
– Determine Image and Personality (logo)

6. Creating Social Brand
Set Priorities – Allocate 100 Points
Target audiences Benefit to company
Media – Increase goal
– Increase awareness
Prospects
– Improve customer
Past customers loyalty
Partners – Attract new
customers
Employees
– Improve social
Govt/NGO brand
Social communities – Develop thought
leadership
Thought leaders

7. Clarify Organizational
Values
Know who you are and what that
means to
• Your employees
• Your consumers
• Your potential customers
• Your social communities

8. Value Proposition-1
• Articulate in one sentence- 15-25
words describing why people
should buy your company's
products or service.
• Who your customers are
• What value you provide to them
• Why they buy from you
•

9. Value Proposition-2
• Strong value propositions deliver
tangible results like:
• Increased revenues
• Faster time to market
• Decreased costs
• Improved operational efficiency
• Increased market share
• Decreased employee turnover
• Improved customer retention levels
•

10. Value Proposition-3
• "XYZ Corp is the exclusive provider of
patent-pending project management
software for paving contractors, saving
U.S. contractors over $34M in 2005."

11. Articulate your identify
• Be who you are, become what you want
to be
– Transparent
– Honest
– Consistent
– Clear on your direction
• Humanize your brand
– What is its persona, beliefs, passions?
– Is your brand aligned with personnel, online
interactions

13. Building Social Brand thru
Digital Design
http://catalystsdr.com/2010/12/digital-design-the-designer-is-the-listener /

14. Crowd Sourcing
• http://www.youtube.com/watch?v=F0-UtNg3ots
• Democratize creation
• Focus organization responsiveness
• Effective for Brand/ Product development
– Marketing executives2008 – (62%) -- 2009 (75%)
– Kia Optima SX, redesigned seat based on Internet chatter about
seat comfort.
– Ford requests ideas@ thefordstory.com 4000 ideas since 4/10
(dog friendly SUV) .
– Nissan invited Facebook fans to suggest names for a new
interior package the Cube

15. New Gap Logo Hated by Many,
Company Turns to
Crowdsourcing
• @superboxmonkey – “New Gap logo “looks as if it were done in
Microsoft Word”
• @spydergrrl – “Seen new Gap logo yet? I think it definitely
captures essence of this generation, that is: “meh”

16. Online Collaboration- IBM JAM
Accessing social communities to determine
brand, product, social agenda
• http://www.youtube.com/watch?v=v-
eD7mC_mQ8&feature=player_embedded

17. Corporate Socially Responsible
Communications
• http://missionzero.org/ uses CSR communications to enlist
millions to take “little actions” to contribute to a more sustainable environment.
• http://www.greenmyapple.org/ employs digital
activism to effect social and business change.
• www.justmeans.com/ engages companies, like
Timberland, to use their social community site for people to discuss a
company’s social and environmental impact.
• Conflict crisis mapping using SMS in Kenya
http://irevolution.wordpress.com/2009/11/21/peace-mapping/

18. Customer Segmentation
• Targeting /attracting social communities
• Know whom you serve and why they
care
• Speak the message in their language
• Monitor customer expectations,
perceptions (price ,quality, value) to
determine brand position

19. Digital Connects to Brand
Coke Creates a New Brand
CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE
(SEPTEMBER 2009)
N = 1,276 posts*
*non-english language posts removed
Source: Analysis of Facebook for Sept 1st – 30th 2009

20. Why Facebook users
“like” a brand
• 40% receive discounts and promotions
• 39% show my support for the company
• 36% to get a “freebie”
• 34% to stay informed about the activities
of the company
• 33% to get updates on future products
ExactTarget
•

21. Social media users
“unlike” a brand
• 63% FB users would “unlike” a brand if
postings become excessive, and in
particular, if they are too promotional or
repetitive.
• 52% of Twitters users would stop following
a brand if their tweets became repetitive or
boring

22. Communicate Image
and Personality
• Look the part and be the part
• 2011-Starbucks uses 19 million Facebook
fans and 1.2 Twitter followers to Build
brand loyalty -gain acceptance of new logo