Brand Building

Brand Building through Social Media

Presented By-Ashwini SinhaMohit SharmaAnkur Niranjan

The One Thing You Must Get Right When

Building A Brand

“The 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)

Examples:

• Procter & gamble

• Toyota

Leverage Social Media

How 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

Trust

Continual Improvement

Innovation Beyond the Familiar

The Virgin Atlantic

Airways Model

The Customer Promise

Learn what People are saying in Call Centres, Websites, & Public Opinion.

Uses Social Media to support the Brand Values & Promises:

• Innovation• Fun• Honesty• Value• Caring Attitude

Building Trust

Operational Execution

Service Delivery

Websites Up-To-Date & Accurate

Rapid Response• Twitter • Facebook

Continual Improvement

Gathering Insights to Improve

Travel Blogs

Customer Complaints

Solutions• Opt in Service• Arrange Taxi Sharing For passengers from

same Flight

Innovation Beyond the Familiar• Facebook flight status app (first for airline)

• VTRAVELLED (inspirational journeys)

• Taxi2 Cab Sharing

• Flight tracker (real-time aircraft positions)

• Flight entertainment systems @ “premium economy class”

• Exchange information

• Stories & Advices

• Novel customer insights

Keep your Eye on the Ball

Don’t 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

Right”

Conclusion

Thank You