Companies That Mastered Social Media's Branding

Don't talk about your product,Talk about people's needs And expand your Brand DNA

1° Red bull (21,220,373)

- Probably the best brand in the world for content social media - The page is constantly updated with new games and fresh content

- Has is own television channel where it share the all latest red bull content.

- Strong symbolism of extreme sport, renforces since the jump of FELIX BAUMGARTNERS.

1° Red bull (21,220,373)

Multi-platforms – one universe – one way of life

INSTAGRAMFACEBOOKTWITTERTUMBLRPINTERESTYOUTUBE CHANNELFIRST LIVE CHANNEL OFFICIAL WEBSITE AND A WEBSITE STORY – Storytelling

1° Red bull (21,220,373)

TUMBLRPLURAL WEBSITE PLATFORMSRED BULL YOUTUBE CHANNEL

1° Red bull (21,220,373)

FIRST :BRAND CHANNEL

LIVE VUE

1° Red bull (21,220,373)

FACEBOOK

A CONTENT PLATEFORM WHICH SUPPORT THE WAY OF LIFE OF RED BULL Which can be : « BORN TO FLY » « Sky is a old limit » « Human are amazing »

A PLATFORM WHICH , AS TWITTER, RELAYS THE OTHERS (PINT / INST / YOUTUBE ...)

A PLATFORM FULL OF FRESH CONTENT They are not afraid to promote other content from other Brands if their are not directly on the same market, and if, that content belongs to their values.

DC SHOES

1° Red bull (21,220,373)

« BORN TO FLY » « Sky is a old limit » « Human are amazing »

ALL THE COMMUNICATION OF RED BULL IS DEDICATED TO THE EXPRESSION OF THESE IDEAS

STRENGHTS

COHERENCE IMPRESS

FOCUS OF A WAY OF LIFE AMBASSADORS

WEAKNESSES

PROXIMITY UGC

2. Coca-Cola (31,762,653)

Embrace the chaos, user generated content :The page was started by the fans themselves, coca cola allowed them to take control of that page, this is still the case today.They develop a lot of apps and games, but they are especially focus on pushing great,engaging content out to their fans, and let's participate them, into the brand building image.

2. Coca-Cola (31,762,653)

Their facebook is particularly well developped, there are a lot of different zones : a fan zone,a coke studio zone, a « open happiness » zone, a apps and games zones ...

2. Coca-Cola (31,762,653)

The facebook wall is always dedicated to the last and biggest concept of coca cola (previous and alternative concepts are classified in other zones)

Here, the concept is that users vote and choose who they want to win the coke race

2. Coca-Cola (31,762,653)

YOUR COKE STORIES (ugc) WHERE HAPPINESS WILL STRIKE NEXT TIME ?

(ugc/localisation)

APP. AND GAMES(alternative/previous

stories)

They're focused on the development of user content around their concept : open happiness

2. Coca-Cola (31,762,653)

THE RACE WEBSITE

2. Coca-Cola (31,762,653)

INSTAGRAM

FLICKR

TUMBLR

YOUTUBE CHANNEL

PINTEREST

GOOGLE+

TWITTERTHE ARE PRESENT ON EVERY PLATFORMS

2. Coca-Cola (31,762,653)

CENTRAL WEBSITE

2. Coca-Cola (31,762,653)

ALL THE COMMUNICATION OF COCA COLA IS DEDICATED TO INTERACTIVITY, USER PARTICIPATION

STRENGHTS

PROXIMITY UGC

AMBASSADORSIMPRESSIVE

WEAKNESSES

WAY OF LIFEPLURALITY OF CONCEPTS

3. NIKE (12,100,660)

Behind the copy -just do it- there is a kind of rule promoted by NIKE : 'Live is either daring adventure or nothing'

The biggest force with NIKE, is that they have succesfully developed a quote which defines themselves behind every concept that they create.They capture the essence of their passion : self-overtaking (sport)

With the fuel band and the concept 'make it count' their disctinct themselves by creating a huge COMMUNITY online, and they use The UGC through mixed platforms.

3. NIKE (12,100,660)

A real offline/online connection

'Make it personnal but tell the world'

Multi-platforms

3. NIKE (12,100,660)

A race

Personal objectives

3. NIKE (12,100,660)

Plural Facebook accounts

Enlightment of race's winners

Nothing more than cultivate the self-

made pride

3. NIKE (12,100,660)

Facebook A declinaison of their concept

through games and apps.

3. NIKE (12,100,660)

Facebook Online coachs

Online objectifs.

3. NIKE (12,100,660)

Twitter A relay of what people have

accomplished on the platform  - make it count -

3. NIKE (12,100,660)

Community development :

Youtube/Tumblr/Instagram

Sales promotions :

Pinterest

3. NIKE (12,100,660)

Nike 'Make it Count' one of the best branded story ever told ; one of the best conversational marketing with a community

3. NIKE (12,100,660)

ALL THE COMMUNICATION OF NIKE IS DEDICATED TO EXPRESS THEIR BELIEF TROUGHT USER PERSONAL

ACHIEVEMENTS

STRENGHTS

WAY OF LIFEPROXIMITY

UGCAMBASSADORS

IMPRESSIVE360 ° / ONLINE-OFFLINE CONNECTION

WEAKNESSES

TOO SPECIFIC / TOO ORIENTED AMBASSADORS

4. Starbucks (23,574,606 fans)

- Illustration of 'don't talk about your product but talk about people's need, and expand your Brand DNA- Is not a coffee, it's a moment, a passion - Facebook offer a range of cool features including a gift card for friends to have free coffee.

Pinterest/Instagram/Foursquare account

Brand localisation and illustration

UGC - Tumblr

4. Starbucks (23,574,606 fans)

3 different twitter accounts : idea/job/coffee – that leads to a specific page everytime ; Clever, that gives a clear idea of what consumers are looking for, and that also optimisate

their social media monitoring.

STORYTELLING 4. Starbucks (23,574,606 fans)

Facebook :

GIFT CARD : their big strategic idea 'give to someone else a piece of quietude'

ALTERNATIVE CONTENT : Starbucks' story - storytelling

4. Starbucks (23,574,606 fans)

Facebook :

GIFT CARD : Online application Peer-recommendation

3. Starbucks (23,574,606 fans)

3. Starbucks (23,574,606 fans)

ALL THE COMMUNICATION OF STARBUCKS IS DEDICATED TO PROMOTE A FEELING OF EXCLUSIVITY AND A SENSE OF

COMMUNITY

STRENGHTS

PROXIMITY UGC

AMBASSADORSCOMMUNITY

PEER RECOMMENDATIONS

WEAKNESSES

SOUNDS FAKE SOMETIMES

5° Skittles (18,386,827)

One of the brand who uses all the big social network effectively. Its page is constantly updated with new apps, games, videos and content.

5° Skittles (18,386,827)

That's the tone which is original with Skittles, they found a core concept, and build around this an identity, which can be declined easily .

Follow the rainbow = promotion of a dirty and funny universe

User generated content, the user is always invited to share the content

5° Skittles (18,386,827)

Facebook : user generated content/alternative content

5° Skittles (18,386,827)

Remind to the user with humour and creativity to share the content

5° Skittles (18,386,827)

YOUTUBE CHANNEL

TWITTER ACCOUNT

5° Skittles (18,386,827)

Results :

What's really strong with skittles, is their coherence and their relations with their consumers.

They are focus to identify and generate new brand's ambassadors.

They develop an atmosphere of complicity with their fans.

The results is that their are hugely present on platform (pinterest/tumblr) without being really on it.

They have also created a big WOM through their positioning.

5° Skittles (18,386,827)

ALL THE COMMUNICATION OF SKITTLES IS DEDICATED TO CREATE A COMPLICITY AND UGC WITHIN THEIR COMMUNITY (WOM)

STRENGHTS

BUZZ /WOMCOMMUNITYCOMPLICITYPROXIMITY

UGCAMBASSADORS

WEAKNESSES

A CLEAR UNIVERSE, BUT SOMETIMES TOO ORIENTED COMMUNITYAND THE TONE CAN SHOCK SOME CONSUMERS (BACKFIRE)

6° TIFFANY & CO. (a different category)

Facebook :

Big idea : Celebration of true love

UGC : Show us your true love

Contextual marketing : valentine's day

6° TIFFANY & CO.

Ambassador : Public figure

Presence :- Website- 'True love' Website (belief)- Tumblr

- Facebook- Twitter- Youtube channel- Foursquare

6° TIFFANY & CO.

FOURSQUAREFOURSQUARE TWITTER

YOUTUBE TUMBLR

6° TIFFANY & CO.

' True love' Website also present into a facebook specific page

6° TIFFANY & CO.

GENERAL WEBSITE

8° Dean and Deluca

Dean and Deluca has a relevant communication on Facebook

A communication which has a direct link with what they sell, but without talking directly about the product (new recipe excepted)

8° Dean and Deluca

Dean and Deluca has a relevant communication on Facebook

Indirect Post :

Which belong with their target,Which belong with their universe/their productWhich create a WOM (posts are trendy)

8° Dean and Deluca

Contextual Communication

8° Dean and Deluca

Videos / Events

So, they really diversify their actions into a single platfrom : facebook

4 main actions

1° Daily posts  (contextual/humour/'about' company)

2° Degustation in stores

3° Videos

4° Events

8° Dean and Deluca

FOURSQUARE11

TUMBLR PRESENCE (no Tumblr account)

8° Dean and Deluca

PINTEREST

GOOGLE +

8° Dean and Deluca

Interessant approach

Personal call instead of (impersonal) mail

Marketing of proximity

Functionality

Structure

TIFFANY & CO.

Functionality

Structure

10° OBSERVATIONS

ONLINE, THE GOOD TONE IS ORIENTED :

PROXIMITY / COMMUNITY / COMPLICITY/CONVERSATION

ONLINE, GOALS ARE :

UGC (USER GENERATED CONTENT)PEER-RECOMMENDATIONSAMBASSADORSVISIBILITY

ONLINE, MAIN PLATFORMS ARE :

FACEBOOK / TWITTER TUMBLRPINTEREST FLICKR/INSTAGRAMFOURSQUAREYOUTUBE CHANNEL

- Relay of other platforms- Share daily, fresh, relevant news

4 kind of content : 1° Put a human face on your company, show to the user the team.2° Humour and complicity3° Share the ambiance, what P.Q. is about4° Factual news

10° OBSERVATIONS

TONE ,TACTIC, GOALS BY PLATFORM :

- Relay of other platforms- Create different twitter accounts1° Once about your passion 2° Once about factual fact (jobs)3° Once about UGC (consumers innovation/participation)

10° OBSERVATIONS

TONE ,TACTIC, GOALS BY PLATFORM :

- You can use Pinterest as a place of your passion or as a place of sales promotion, but choose one of these, don't mix both of these categories.- Use a female approach/tone (70-80% of pinterest'population are woman)

- You can Use Tumblr to devellop your brand story, even to build a real company story, that's the channel to expand your brand past, the development of your brand DNA and it's evolution 

10° OBSERVATIONS

TONE ,TACTIC, ISSUE BY PLATFORM :

- Use foursquare to locate (check-in) your place.

- Use Instagram to illustrate your new recipes/your products ; share these pics on Twitter/Facebook- Use Instagram as a centralization place of UGC

- Use a youtube channel to show the background of your place, as a transparency tool

10° OBSERVATIONS

TONE ,TACTIC, ISSUE BY PLATFORM :

Use google + as a complementary platform of facebook and twitter.Not everybody is on facebook and twitter, but almost everybody has an email account, and the most used one, is g-mail.

- Use Sprout social, as a unique platform, where you can manage all the other platforms in one time. (or wildfire) Without that kind of platform, a social media strategy can be inefective, and time-consuming.- It's an « all in once » plateform

11° Recommendations

1° Without a big idea, social tools are not efficient.

2° Create a story, a great brand DNA, which respond to consumer's need, then talk about this story through the different platforms, and adapt it to these.

3° Don't be afraid to post what your're believe in, but transfom it, into a way of life.

4° Build a coherence between these platforms : Tumblr, Pinterest, Google +, Foursquare, Flickr, ... and connected them to your website, Facebook and Twitter.

5° On facebook, you can use the pages to post the latest information about your company, like which jobs are available within the country (people's interest , that forms a great channel of recruitment).

6° Share daily, fresh and relevant content.

11° Recommendations

7° You can use different twitter accounts :

- Official/consumer's mind/jobs - A twitter account by country

8° You can use Pinterest as a place of your passion or as a place of sales promotion, but choose one of these, don't mix both of these categories.

9° Use Instagram/flickr as a echo of consumer's production.

10° Use foursquare, it is particularly relevant, to locate (check-in) your place.

11° Your objectif online should be focused to create UGC (user generated content) and Brand ambassadors : develop a user story « votre pain quotidien » .

12° Be focus on conversational marketing.