Digital brand management strategies

Part 1

Questions

1. What are the contemporary global consumption issues about brand communities and brand tribes?

2. What is branding within an ICT-based or digital environment?

3. What is country/place and celebrity branding?

The top 100 global brands many of which are iconic and are

becoming digital brands…This video reviews the world’s top 100 brands

www.youtube.com/watch?v=pizQnyH_TMQ&feature=PlayList&p=280CB899DC4145F9&playnext=1&playnext_from=PL&index=3

Interbrand.com visit their website !

Internet consumption around the world

• http://www.internationalbusinessguide.org/internet-consumption/

Digital Branding (DB)

Definition• DB is the creation and

management of brands through the use of all forms of digital technologies, many of which are controlled by the consumers

• Digital brands have more “touch points” online and offline

Partnering for a compelling experience online: Nike+ iPod

Digital Branding

Digital Branding as a core management requirement

BMW• Companies should invest in

DB BMW with its “The Hire” 8

series of short films with 100 million hits to highlight the performance aspect of brand performance

• https://www.youtube.com/watch?v=PKYUtUw-8ig

Digital Branding• Going beyond the corporate

website• Creating connections with

People; C2C with HOG, Nike+• Creating the right digital

experience- followed by the offline experience: Gopro, RedBull

• Small companies can do it now!• Placing Customer @ the center

of your platform

Digital marketing

Digital marketing Media Types

Brand Health in the Digital World: The 4 Vs

Brand Health is under attack in 4 ways:Greater Volume of Data sourceFaster Velocity of consumer DataBroader Visibility of consumer sentiments: Kony 12Greater Volatility of Consumer Behavior

COMPANIES MUST BUILD: Brand Responsiveness to

react quickly to changing market conditions

Build Brand Resilience to counteract unforeseen crises and threats

Understanding the Consumer Decision Journey (Edelman, 10)

Implications of the CDJ (Consumer Decision Journey)

• Target stages in CDJ rather than allocating spending to media

• Companies should focus on Evaluation and Advocate stages

• Companies must study– Own media (websites, etc.)– Earned media (customer

created channels ) such as brand communities

– Supportive spend : where technologies and staff are used to manage content and monitor conversations

Evolution of Marketing Communications

(Armano, 09)

Monitoring Owned and Earned Media

Website of Nespresso Facebook Nespresso

Other Earned media..

Twitter / Nespresso YouTube/ Nespresso

The 4 Zones of Social Media Marketing (SMM)

Types of Media: Paid- Earned-OwnedZones Paid Earned (social media) Owned (websites),etc.

1. Social Communities

Ads ConversationsShared contentInfluence, impressionsLike, Followers

Controlled Profiles

2. Social Publishing EndorsementsBranded channelsIn media sharing sites

EmbedsCommentsSharesLinksSearch Rankings

Corporate blogsBrand-controlled media sharing sites

3. Social Entertainment

Ads in Games In-game interactions AdvergamesAlternate Reality Games (ARG)

4. Social Commerce Sales promotions

Review and ratingsRecommendationsGroup buysSocial shopping interactions

Social storefronts

The Social Media (Earned Media) Marketing Plan outline

1. Conduct a situation analysis1. Internal environment

1. What activities exist in the overall marketing plan that can be leveraged for social media marketing2. What is the corporate culture? Does it support the decentralized norms of social media3. What resources exist for social media activities4. Is the organization already prepared for social media activities?

2. External Environment1. Who are your customers? Are they users of social media?2. Who are your competitors? What social media activities are they using3. What are they key trends? Affecting social media marketing?

3. SWOT analysis1. What are the SWOT based on analysis

2. State objectives1. What does the organization wish to accomplish through social media marketing?

(promotional, service, retail objectives, research objectives)

3. Gather insight into target1. Which segment should we target2. What are the relevant demographic, psychographic and behavioral characteristics3. What are the social media habits of the segments

…4. Select Social Media Zones and vehicles –Which mixture of the 4 zones of social media will be best to accomplish our objectives within the resources available

1. Social community zone strategies: how will we represent the brand in S networks and what contents will we share

2. Social publishing zone strategies: what content do we have? What can we develop? What form should our blog take? Which media sharing should we use to publish content

3. Social entertainment zone strategies: what role should social entertainment play in SM Plan? Opportunities to develop a game, or product placement

4. Social Commerce strategies: Opportunities for customers’ reviews and ratings? Should we develop retail space for social media sites? How can we use social commerce to increase conversions?

…5. Create an experience Strategy encompassing Selected Zones

1. Developing SM activities supporting promotional strategies2. What message do we want to share using SM3. Can we encourage engagement with branding social spaces?4. How can we encourage those who engage with the brans socially to act as Opinion

Leader and share their experience with others5. In what ways can we align zones with tools to support each other

6. Activate an activation plan1. How do we make it happen?2. Who is responsible for each aspect?3. What is the timing of the plan?4. What budget do we need to accomplish the objectives?5. How do we insure the plan is consistent with the overall Marketing plan and

promotional plan

7. Manage and Measure1. How do we measure the actual performance of the plan

The 4 Zones of Social Media Marketing (SMM)