Beyond Branding8th October 2009

Brand

The brand meaning is the set of beliefs that consumers hold about a particular brand (Kotler, Armstrong, Saunders and Wong 2002)

A brand is a person’s gut feeling about a product, service, or company(Neumeier, 2008)

Awareness

Interest

The way we communicate to our target audience forms the way

a brand is perceived

seehear

Desire

Action

Advertising Communication

Model

seehear

tastesmell

Consumer - Brand Experience

Experience is a state

interlocking

meshing

bookingemployment

troth

of being engaged

engagementinvolvement

participation

battle

conflict fight

troth

bethrothal

date

appointment

Digital brand engagementis brand engagement with a key focus on communication via the web

The evolution of media changes the way people consume and react to media – Social Media

Media Scales

The past

Now

Engagement monitoring

Bought Owned Earned

Print advertising,

television, banners,

Websites, SEO, email

widgets/apps, social network

SEO, facebook, digg, youtube,

comments, twitter, flickr,

epinions, blogs, forum, email

television, banners,

radio, sponsorships,

media deals, paid

search

widgets/apps, social network

pages communities, content,

service extension - retail

Strangers Customers Fans

Monitoringthe key to actionable insights

People Who are they? What are their

Value?

What motivates

them?

How do they

behave?

Location Where are they? Are they just an

observer?

Are they a

participant?

Or are they active

contributor?observer? participant? contributor?

Influence Reach of

conversation

Authority of

dialogue and

site?

Volume and

amount of

buzz?

Sentiment (positive,

negative, neutral)

Brand

Association

Are they

inquisitive and

looking for info?

Are they about to

commit to the

brand?

Are they local

brand

advocates?

Are they brand

opponents?

Segmentation Model

Involvement

Engagement Interaction

influence

Intimacy

Components of engagements

Involvement Interaction Intimacy Influence

Definitions Presence of a

person at the

various brand touch

points

Actions people take

while present at

those touch points

The after experience

of a brand

engagement

Act of a person

sharing their brand

experience with

others

Further

explanations

Includes web

analytics like site

traffic, page views,

This component

addresses the more

robust actions

The sentiment or

affinity that a person

exhibits in the things

Addresses the

likelihood that a

person will explanations traffic, page views,

time spent, etc. This

essentially is the

component that

measures if a

person is present

robust actions

people take, such as

buying a product,

requesting a catalog,

signing up for an

email, posting a

comment on a blog,

uploading a photo or

video, etc. These

metrics come from

e-commerce or

social media

platforms.

exhibits in the things

they say or the

actions they take,

such as the meaning

behind a blog post or

comment, a product

review, etc. Services

such as brand

monitoring help

track these types of

conversations

person will

recommend your

product or service to

someone else. It can

manifest itself

through brand

loyalty or through

recommendations to

friends, family, or

acquaintances.

These metrics

mostly come from

surveys (both

qualitative and

quantitative)

Digital Engagement StrategyPeople Create virtual

representative

consumer groups

Understand why

they need your

brand

Outline what

aspects of the

brand appeal to

them

Create content that

has a value to each

group

Location Be present and

available in the

relevant online

Be visible and

offer free

information

Provide a

platform/mecha

nism for

Engage with them

observing the right

etiquetterelevant online

areas

information nism for

interaction

etiquette

Influence Prioritise the key

influences

Stimulate inter

consumer

dialogue

Provide status

recognition for

influencers

Address negative

comments by

helping

Brand

Association

Maximise your

advocacy into

creating interest

Encourage inter

consumer

dialogue to

minimise risk of

commitment

Reward your

advocates and

people loyal to

your brand

Reduce brand

opponency where

possible

Metrics

INVOLVEMENT INTERACTION INTIMACY INFLUENCE

What To Track

•Site Visits

•Time Spent

•Pages Viewed

•Contributed

comments to blogs

•Quantify/frequency

•Sentiment tracking on

third- party sites

(blogs, reviews,

forums, etc.)

•Net Promoter Score

•Product/Service

Satisfaction Ratings

•Brand Affinity•Pages Viewed

•Search Keywords

•Navigation Paths

•Site Logins

•Quantify/frequency

of written reviews,

blog comments,

forum discussions

and UGC

forums, etc.)

•Sentiment tracking of

internal customer

contributions

•Opinions expressed in

customer service calls

•Brand Affinity

•Content forwarded

to friends

•Post on high-profile

blog

What To Track

•Web Analytics•eCommerce Platfoms

•Social Media Platforms

•Brand Monitoring

•Customer Service calls

•Surveys

•Brand Monitoring

•Customer Service calls

•Surveys

In short..

� The evolution of Internet as media changes the way people consume media

� The power of content publishing is no longer 1 way but 2 wayway but 2 way

� The flexibility of online media has given the ability for brand to monitor and mine for consumer insights

� Cross channel reporting can generate important insight towards brand strategy

Thank you.