Brand experience creating bonds and connections
•
0 likes•55 views
The document discusses how a startup in Brazil improved its brand experience and increased its online presence from zero to one of the top 350 most visited sites in Brazil by shifting from traditional to digital and social channels such as Facebook. It describes how the startup enhanced customer care and communication on Facebook to improve customer satisfaction and resolve complaints. It stresses that brands must build their presence consistently across online and offline channels through empathy, transparency, and precise responses while maintaining a consistent tone of voice.
Recommended
More Related Content
Similar to Brand experience creating bonds and connections
Similar to Brand experience creating bonds and connections (20)
More from BrandStorming Digital
More from BrandStorming Digital (11)
Recently uploaded
Recently uploaded (20)
Brand experience creating bonds and connections
- 1. BRAND EXPERIENCE CREATING BONDS AND CONNECTIONS: digital + personal KLEBER OLIVEIRA @KSOLIV
- 2. ORIGINALLY PRESENTED AT #SMWSP #brandlaces
- 3. LOVE AND HATE ON FACEBOOK or
- 4. HOW A STARTUP WAS LISTED AMONG THE TOP 350 MOST VISITED SITES IN BRAZIL DUE TO COMMUNICATION ENHANCEMENTS AND UPGRADES, SHIFTING FROM TRADITIONAL TO DIGITAL AND SOCIAL CHANNELS.
- 5. tonight specials A PRIMER ON BRAND COMMUNICATION INTERNET AND BRANDS: A CASE CUSTOMER CARE ON FACEBOOK STRETCHING THE LINE TAKEOUTS
- 6. KLEBER OLIVEIRA KSOLIV PhD CANDIDATE, FATHER OF TWINS, ARCHITECT+DESIGNER MARKETING AND COMMUNICATIONS MANAGER AT STARTUPS DIGITAL CHANNELS MANAGER, BRAND MANAGER DESIGNED FOR NESTLE, NOKIA, BATAVO, VOTORANTIM, C&A ONLINE+OFFLINE DIGITAL AGENCY OWNER about me KLEBER OLIVEIRA KSOLIV PhD CANDIDATE, FATHER OF TWINS, ARCHITECT+DESIGNER MARKETING & COMMUNICATIONS MANAGER AT STARTUPS DIGITAL CHANNELS MANAGER, BRAND MANAGER DESIGNED FOR NESTLE, NOKIA, BATAVO,VOTORANTIM, C&A ONLINE+OFFLINE DIGITAL AGENCY FOUNDER
- 7. BRANDS
- 8. BRAND TOUCHPOINTS ESSENCE EXPOSURE EXPRESSION EXPERIENCE VISUAL VOICE TONE SOUND SMELL TRANSPARENCY
- 10. <3 I ONLY USE THIS I’VE USED IT THAT ONE THEY DO... I KNOW IT I’VE HEARD ABOUT I DON’T KNOW BRAND TEMPERATURE
- 11. BRAND AMBASSADOR <3 I ONLY USE THIS I’VE USED IT THAT ONE THEY DO... I KNOW IT I’VE HEARD ABOUT I DON’T KNOW BRAND EXPERIENCE KNOWLEDGE AWARENESS
- 12. BRAND BUILDING MAY CHANGE PROSPECTS INTO CUSTOMERS, CUSTOMERS INTO FANS, AND FANS INTO BRAND AMBASSADORS.
- 13. BRAND BUILDING MAY CHANGE PROSPECTS INTO CUSTOMERS, CUSTOMERS INTO FANS, AND FANS INTO BRAND AMBASSADORS.UNSATISFIED
- 15. THIS CASE IS BASED ON CONTASUPER, A NON-FINANCIAL STARTUP AND MASTERCARD® PREPAID CARDS ISSUER SINCE 2012. BECAME A SANTANDER COMPANY IN 2015.
- 16. A NEW BRAND, A NEW PRODUCT, AN UNKNOWN MARKET.
- 25. THEN WE UNDERSTOOD WHO WHERE THE BEST PROSPECTS. after we’ve grown ears.
- 28. A GOOD BRAND EXPERIENCE IS MANDATORY ON EVERY TOUCHPOINT. sir, you missed that spot…
- 29. ON OFF LINE
- 30. SO CUSTOMER CARE WENT ONLINE ON FACEBOOK AND RECLAME AQUI. we must be there for our customers.
- 31. steps TEAM BUILDING GROUND RULES PERMANENT COMMUNITY MANAGER TRAINING
- 32. LEGAL INTEGRATED ACTION FOR RISK ASSESSMENT (FINANCIAL, IMAGE, INFORMATION). active on reclame aqui.
- 33. 15% 70%1 YEAR
- 34. MAIN OUTCOMES: + CUSTOMER'S SATISFACTION. collaterals: LOWER COSTS AND ANSWERING TIME. POSITIVE COMMENTS ON SOCIAL MEDIA DUE TO ENHANCED BRAND EXPERIENCE IN DISTRESS MOMENTS.
- 37. THE COMPANY VOICE TONE MUST BE CONSISTENT THROUGH ALL CHANNELS: FROM THE WEBSITE TO CUSTOMER CARE ANSWERS TO DOUBTS AND COMPLAINTS.
- 38. THIS POSITIONING LEADS TO STRONGER INTERACTION BETWEEN A BRAND AND ITS USERS.
- 39. A CONSISTENT BRAND PROMISE DELIVERY IS BETTER EVALUATED BY CUSTOMERS.
- 41. LOVE IS IN THE AIR HTTP://LINK.KSO.COM.BR/1KH8IAP
- 42. LOVE IS IN THE AIR HTTP://LINK.KSO.COM.BR/1KH8IAP 18H 19H 20H SERIOUS PLAYFUL HUMOUR BY THE BOOK ENGAGING
- 43. YOU MUST KNOW YOUR CUSTOMER, LEARN HOW TO LISTEN AND HOW TO INTERACT (now!)
- 46. BRANDS ARE BUILT BY PEOPLE FOR PEOPLE
- 47. BRAND EXPERIENCE
- 48. BRAND EXPERIENCE ISN’T JUST ABOUT CONSUME. SELL. DELIVER.
- 49. TAKEOUTS
- 50. 3 GROUND RULES:
- 51. 1BRAND REPUTATION TAKES TIME TO BUILD
- 52. 1. BUILD YOUR PRESENCE CONSISTENTLY AND CONSTANTLY build it or not: there is no try
- 54. 2. CONTROL ANXIETY AND ANGER PRECISE ANSWERS ARE PREFERRED THE COMMUNITY MANAGERS MUST KEEP COOL never engage in bate boca: you’ll lose
- 55. 3
- 56. 3. EMPATHY AND GOLDEN RULE a common context and tone also help.
- 58. CORDIALITY ≠INTIMACY REAL NAME X PROFILE
- 61. OUR “AGE OF ANXIETY” IS, IN GREAT PART, THE RESULT OF TRYING TO DO TODAY’S JOB WITH YESTERDAY’S TOOLS – WITH YESTERDAY’S CONCEPTS. MARSHALL MCLUHAN, THE MEDIUM IS THE MASSAGE, 1967
- 62. References: Aaker, D. A., & Joachimstaller, E. (2000). Brand Leadership. Free Press: New York. Bateson, J. E. G., & Hoffman, K. D. (2016). Princípios de Marketing de Serviços [Services Marketing]. Cengage Learning: São Paulo. Crescitelli, E., & Shimp, T. (2012). Comunicação de Marketing [Marketing Communications]. Cengage Learning: São Paulo. McLuhan, M. (2002) The Medium is the Massage. Gingko Press: California, 2002. Pinheiro, P. (org). (2012) Direito Digital Aplicado [Applied Digital Rights]. Intelligence: São Paulo.
- 63. Art: Images: SHUTTERSTOCK (except where noted) 😃
- 64. KLEBER OLIVEIRA @KSOLIV BRAND EXPERIENCE CREATING BONDS AND CONNECTIONS: digital + personal