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Transcript of Brand Building
Brand Building through Social Media
Presented By-Ashwini SinhaMohit SharmaAnkur Niranjan
The One Thing You Must Get Right When Building A BrandThe companies that will succeed in this environment are exploiting the many opportunities presented by social media while keeping an unwavering eye on their brand promise, and they are judiciously revising the marketing playbook rather than trying to rewrite it.
The Point..American express (open forum) Cisco (myplanet)
Ford (fiesta movement)
Procter & gamble
ToyotaLeverage Social Media
Most companies are using social media as tools for engagement and collaboration.
Some of the companies who have created discussions among their customers are OPEN Forum (American Express)Beinggirl.com (Procter & Gamble)myPlanNet (Cisco)Fiesta Movement (Ford)
Some of the benefits of Social media -Tap into the publics expertise and creativity when delivering new products.Can boost brand awareness and sales, especially when a campaign goes viral. Get customer insights, faster than ever before. Social networks provide powerful new ways to explore consumers' lives and opinions.
Procter & Gamble - was an early adopter of social media; now all its businesses have sites aimed at specific markets and communities. They appreciating the need to listen to rather than talk at customers.Their Beinggirl site -more focused on issues of 11-to-14-year-old girls--embarrassing moments, hygiene concerns, boy trouble and less about its products. The site's main value to P&G is not that it drives product sales but that it helps them understand their target consumers' world.
P&G recently encountered firsthand the dark side of social media--the speed with which they can spread damaging messages. After the company introduced a new technology into its Pampers product line last year, an angry customer whose child had developed diaper rash, created a Facebook page dedicated to putting pressure on the firm to withdraw the product. Other reports of rashes and blisters followed, and 7,000 parents joined the campaign.
P& G was confident in its product's performance, and stood firm. Its long experience taught themthat some proportion of babies will always suffer from rashes, and the frequency of such problems hadn't changed after the introduction of Dry Max. Aided by its well-established social media network, Pampers Village, and its Pampers Facebook page, the company made its case sympathetically but clearly. It responded to all complaints, offered advice to parents, and explained why the product wouldn't be withdrawn. In September the U.S. Consumer Product Safety Commission reported that it could find no link between Dry Max and the occurrence of diaper rash.
This didnt curbing P&G's enthusiasm for social media, but helped them to further develop their approach. It plans to use greater prelaunch engagement through these channels in future to clarify expectations and enable an even faster and more effective response to any unexpected backlash.
Toyota used social media as part of its crisis management during the sudden-acceleration recall. It had a team monitor and respond to rumors on the web. They found online fans and got permission to distribute their statements through their channels. Using the company's reputation and goodwill they previously earned by delivering on its promise of quality, reliability, and durability--it used social and other new media effectively to neutralize much of the hostility. By March 2010, when the recall was in full swing, Toyota sales were rebounding.
Similarly, Amex uses OPEN Forum to learn about small-business owners, and Cisco uses myPlanNet to better understand the new generation of developers. These sites work because participants are engaged with the brands, find the platforms authentic, and trust one another. The companies create active communities by ceding some control--in our experience, often the hardest adjustment for marketers.
4How Flipkart is leveraging Social Media
Maggi - Meri Maggi Campaign
FOR PROCTER & GAMBLE, the main value of Beinggirl.com is not that it drives product sales but that it illuminates the target consumers world.Enhancing the Playbook:The Customer promise
Innovation Beyond the Familiar
The Virgin Atlantic Airways Model
The Customer PromiseLearn what People are saying in Call Centres, Websites, & Public Opinion.
Uses Social Media to support the Brand Values & Promises:InnovationFunHonestyValueCaring Attitude
Building TrustOperational Execution
Websites Up-To-Date & Accurate
Rapid ResponseTwitter Facebook
Continual ImprovementGathering Insights to Improve
SolutionsOpt in ServiceArrange Taxi Sharing For passengers from same Flight
Innovation Beyond the FamiliarFacebook flight status app (first for airline)
VTRAVELLED (inspirational journeys)
Taxi2 Cab Sharing
Flight tracker (real-time aircraft positions)
Flight entertainment systems @ premium economy class
Stories & Advices
Novel customer insights
Keep your Eye on the BallDont throw out your Playbook
Start with Brand Promise; Guide them with Social Media
Use Social Media Primarily for Insight
Real Value is learning about Customers
Strive to go Viral, but Protect the Brand
Aunthenticity & relevance
Engage, but follow the social rules
The Rise of Social Media makes it more important than ever to get the Branding Fundamentals RightConclusionAs they experiment with social media, companies should use them to gain customer insights rather than to sell; capitalize on the media's speed and reach while protecting the brand's reputation; and carefully follow the unwritten rules of customer engagement online.15
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