Want to know what consumers really think about your brand? Scrap the expensive, worldwide tour of focus groups – social media will give you more genuine and insightful answers. Learn how you can get useful consumer insights about your brand from social media. Using surveys, polls and social monitoring tools, your brand can benefit from gathering data on interesting brand perceptions, untapped audiences and new trends in the marketplace. Since brand-building is a two-way street, find out how you can effectively bring your brand to social media while making the acknowledgment of these new findings and audiences a key strategy in using such platforms.

1. SOCIALIZING
YOUR
B
RAND
Why
social
media
should
inform
branding
– and
vice-­‐versa
Presented
by
Jessica
Carlson,
Social
Media
Manager
at
Off
Madison
Ave
[@jessicahcarlson,
#socialmediamanager
at
@offmadisonave]

2. “Consumers
themselves
have
become
ar;culate…They
are
banding
together,
becoming
be?er
educated
and
organized,
with
a
growing
familiarity
for
the
mechanics
of
adver;sing.”
Consumers
have
“suffered
from
decep;ve
and
stupid
adver;sing”
long
enough,
and
it
is
only
inevitable
that
power
should
shiF
to
them
in
an
economy
that
has
moved
from
scarcity
to
abundance.
“These
changes
have
tended
to
make
consumers
more
cri;cal
and
have
enhanced
their
importance.”
-­‐
Kenneth
Dameron,
“The
Consumer
Movement,”
Harvard
Business
Review

3. 3
SIMPLE
STRATEGIES
TO
TRANSLATE
YOUR
BRAND
TO
SOCIAL
MEDIA
TONE
&
VOICE
• Take
some
personality
quizzes
–
from
your
brand’s
perspec;ve.
• Pretend
your
brand’s
at
a
cocktail
party
and
has
had
a
drink
or
two.
CONTENT
• Focus
on
the
brand’s
stories
and
values
that
ma?er
to
your
audience
–
but
get
crea;ve
in
how
you
communicate
them.

4. COMPANIES
THAT
HAVE
SUCCESSFULLY
TRANSLATED
THEIR
BRAND
TO
SOCIAL
MEDIA

5. COMPANIES
THAT
HAVE
SUCCESSFULLY
TRANSLATED
THEIR
BRAND
TO
SOCIAL
MEDIA

6. COMPANIES
THAT
HAVE
SUCCESSFULLY
TRANSLATED
THEIR
BRAND
TO
SOCIAL
MEDIA

7. MARKET
RESEARCH
&
MARKET
INSIGHTS,
PRE-­‐SOCIAL
MEDIA
Average
Cost
for
TradiTonal
Market
Research
Email
Survey
$4,000
Mail
Survey
$6,000
(200
Responses)
Phone
Surveys
$5,000
to
$15,000
Focus
Group
$5,000
(10
Par;cipants)
Source:
Entrepreneur

8. MARKET
RESEARCH
&
MARKET
INSIGHTS,
PRE-­‐SOCIAL
MEDIA
• Credibility
of
Answers
• Select
people
can
influence
others’
answers
in
focus
groups.
• In
email,
mail
and
online
surveys
if
miscommunica;on
occurs,
there’s
no
way
for
a
par;cipant
to
tell
if
their
answer
is
accurate.
• If
it
feels
like
work,
they’ll
treat
it
like
work.
• Limited
Reach
• Limited
to
the
amount
of
people
who
show
up.

9. EMERGING
MARKETS,
PRE-­‐SOCIAL
MEDIA

10. USING
SOCIAL
MEDIA
FOR
MARKET
RESEARCH
• Wider
reach
while
s;ll
allowing
for
audience
control.
• Targe;ng
• Immediacy
• Less
expensive
to
essen;ally
free.
• Time
• Adver;sing
• Incen;ves
• Market
research
ques;ons
can
be
masked
as
engaging
content.
• Opportuni;es
to
reach
new
audiences
can
quickly
be
discovered.

11. SIMPLE
TACTICS
This
or
That?
• Garner
insights
by
requiring
your
audience
to
choose
between
two
op;ons.

12. SIMPLE
TACTICS
This
or
That?
• Or,
let
your
audience
help
make
important
marke;ng
decisions.
Which
is
Fake?

13. SIMPLE
TACTICS
Fill
in
the
Blank…
• Sen;ment
• Brand
Values
• Percep;ons
• Demo
Insights
• Product
Insights
• Reviews
• Demand
• Feedback

14. SIMPLE
TACTICS
Polls
&
Surveys
• Using
“likes”
to
gauge
demand
or
sen;ment.
• Using
applica;ons
to
garner
audience
insights.

15. SIMPLE
TACTICS
Simply
Ask
• Find
out
how
they’re
using
your
services
or
products.
• Find
out
how
oFen.
• Find
out
how
they
feel
about
your
brand
values.

16. TACTICS
TO
GLEAN
MORE
Listening
• Insights
into
brand
adop;on
by
new
audiences.
• Percep;on
of
brand
values
and
searching
for
inconsistencies
or
new
opportuni;es.
• Influencer
demographics.
• Brand
sen;ment
aFer
a
crisis.

17. TACTICS
TO
GLEAN
MORE
Online
Focus
Groups
and
Interviews
• Find
key
influencers
among
emerging
audiences
and
pick
their
brains
for
more
insights
into
how
to
best
reach
them.
• Track
users
that
have
generated
interes;ng
insights
into
your
brand
and
invite
them
to
an
online
focus
group.

18. TACTICS
TO
GLEAN
MORE
In-­‐Depth
Surveys
• Promote
surveys
on
your
social
media
outposts
to
glean
further
informa;on
on:
• Brand
percep;ons
• Their
expecta;ons
in
following
the
brand
• Demographic
informa;on
• Point
in
the
purchase
cycle

19. USING
FINDINGS
TO
RESTRUCTURE
YOUR
BRAND
AND
MARKETING
STRATEGY
• Donors
include
Will
Smith,
Adam
Lambert
and
countless
children.
• One
boy
gave
up
his
Christmas
to
donate
money
and
many
children
have
given
their
allowances.
• Current
brand
values
include
passion
without
boundaries,
technology
for
good,
the
audacious
is
a?ainable,
start
small,
li?le
things
can
change
lives.

20. USING
FINDINGS
TO
RESTRUCTURE
YOUR
BRAND
AND
MARKETING
STRATEGY
• Add
new
meaning
to
the
brand
values
of
“li?le
things
can
change
lives”
and
“passion
without
boundaries.”
• Increase
the
promo;on
of
water
for
schools.
• Keep
sharing
these
stories
on
social
media
outposts,
but
consider
building
those
specific
to
just
children.

21. QUESTIONS?
COMMENTS?
@jessicahcarlson
|
jessicac@offmadisonave.com