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Monitoring brands in social media
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Brand trVlanagemrenf wittr Social Media
G#*:$[ry
Brond monagemenl is
undergoing o dromEtic
ehongewilh the odvenl of
sociql mediE. Brond
mqnqgers cqn no longer
execute compoigns in
trsditionol moss medio ond
i gnore conversolions tokingplcce in soriol medis" Does
the developmenl of sociolmedio ond the hugevolume of
cuslomer inlerocfion dEto
nledn fhot our exisling models
of brqnd equiry are no longer
volid?
Suneslr SoodResec rch e r
School o{ Morl<et ing,Universily ol Technology, Sydney.
The outhor ccn be recrchecl o lSuresh.Sood(Outs.edu.ou
$' , ' r , Social Meci in (S\ l ) survey* , -^^^ ^^,E (2008-0q) co,rJuc'ueJ bv
-& Fxchr i rgr4inrd;a & Blogwoiks,an ovcr wheIn' inr , 90% of t l re_'_ ' - _ ' . -""-"b
-
surveycd InJian nra' :ket i i ' , .g andad., 'et ' i i r inp e) iecr j t ives b" l icvcclt l rat Shl , i i rc iLr . l ing l : lop-s, i rnpacti ' rusint sres. Fi f r v-eight perccir i oftl-r.e execritives felt tha.t SM woulci- ' - " - L l - : - ' - - ' ih lnrrsh r , ,Li$dLU d ' uBf r l l lPdL r
2010. Eighty-five percent of tf ienioirined that Sh,,f v,rould have airi i tpact in high involvernent
f i ' r :chDsc dc, is i . , i rs rcquir . ing-research and compa.rison shopping.
i rendpeciia -
€.*.*:.tfi$,.++;;
Ti 'ey fe l t r l ra i s i r rce ihese highinvol i c ineir t purc[raset depen.. lhg2vi ly on btand stor iescommrrnicaled i 'hrough a vrr ic iy nf
iot ic l r points using a var icfy oi
techniques coveriirg referrals, wordof mor-r th ancl . engagementacr iv i l jcs, SM i : i , le l l ly s l i red f , , r
conveying sirch stones
Traditional bland managenentactivit ies focils ot-r conveying thebra.nd stor.'y to cor-'r.sr-iinei's using
bi-a.ird aw;ueiress zrnd associariolis ro: . - : . - . - . i , ' , fp, t iSh ihel iusrtr( : i l at t r . t , l r : r t ! _
brancled proeluct or servir:e iir thenla.rketplace anc{ the rui-nii of the
col lsLi1l ]er . f leasr, i r ing vrhy thebi':rild is bettei' ai'rcl differentiatedfnl crrsroi i ier s as c i rcajrb,r lat .d l .yhrand , . qui iy bucorncs arr i i l l .o i ' taLrtrr lersuIe for r - r ! lcc i i r rg f inarrc i r i lvalue and mark-et arnzar:eness. Brandeqriity directly relates to the price
premium consulneLs are williirg topay for a brand, as well as non-financial measures clriving c1r-ralityand a d,esire to tell the brand storyto f r iencls. Key brar-rd eclr-r i tycomponents i .nclud,e awareness,i i i rage and l )ers, ) l ia l i fy absociat i ( )nrand loyatty" In the light of this, theresr-rliar-rt ineasures rroiriiorecl by a.bren' l o i , rner/rnanrgel lcquirc i r , , l
only assemt, lage of t i resecurt !p() t rents l l r i r i , s igLr i f rcant lymcre post-processing, of data thails captr- i red. Inevi tably, brandi l ranage15 a i rd nraike{ ing cxer rr f ivcsirver i tu rrs i l rg ouis( ,u lced inocl t lsrnd rrrei l - io. . lo logies for l , iJ l id equi iyr r icast i rc incnt. Thc n1{r5[ f )opr i l i i r
setvlces i r ic lude the Young &.Rubicam Brand Asse t Valuatol(BAV--claimed to be the wor'trd'slargest brand data.base) and ACNielsen \rXlinning Brands.
@ 2009 The Icfari University Prcss. Ali Rights Reseivecl
SM incl i - rc1es L,1ogs, social
r-ietworking (MySpace, Facebook,
Linkeci ln, and i lore) wik is($7ik ip, d ia i , the pre enr inenr
exarnple), social booki-narking(cielicior-rs), pt-iotlr (Flickr) /vi i letrshar ing (YoLrTuL,e) : rncl rz i r tual
wor lc ls (Second I- i fe) . TLrese
exemplary appl icat ions faci l i tate
the marketers anel cclnsumers to get
close to each olher anr-l engage in
iout ine conversat ions and
storytel l ing. The Cl i - re Train
Manifesto wzrs the {irst to recognize
the ability of ttre internet to enable
people to have 'human to httman'
conversat ions, : rncl th.creL,y
ti-ansforming traclit i .on:rl btisiness
practices racJ,icaLly. Accoreling to ttre
irranifesto, the Interr-ret proiricled
nevr' l-lreans for Lroth the niarkets and( r l g,rniZi l f i ( ) t l5 {o ( { , l l r l l t r ln i ( i l ie.
Tbday, the markets know far urore
abor- i t the prodrrcts than t f ie
compal'ries thenrselves. Con-suiners
are realizing that they can readily
get assistance and information frcxl
0the-, : consLrnlers F,y sol ic i t lng
tipinions throtrgh social. networks
and visrting \X/eb destinations, hke
Ar.nazon, eBay, CkTir tzrByebye,
TiipAdvisor or Yelp.
Within social metlia, the brancl
inanager ireecls io recognize tire
braud's c l r rv ing force as the
collective ir-rsigLrts r-lerived. from
consuffrei . interact ions. This
par:adigm shi f t of branc{-
managenent in soci : r l mecl ia is
reconceptual iz ing the brancl . In
essence, th is meai ls inaking
accessible the Lrrand, owner's skil ls
and knowleclge for the benefit oi
consunlers in a variety of branded,
a.s well as unbrandecl contexts. The
r,rnbrancl-ed contexts represent the
avir i la l i i l i ty t r f t l t r l r i tuoi{V contei) t
wl- i ic l ' r is extremely usefr-r l tct
understai ' id the values being
Advertising Express August 2009 r 48
r{iscussed by tlre consunrers tirat
lrelps to iclentify potential service
opportunities. T[re shift to service
is achieved by providing
in[orrrral iotr f lows. t r l r (sent inH a
:crVi t c, t r r a iJ l l te ( onst t t t ter in
selecting high involveflrent goot-ls
ancl services inclusive of t ravel
packages, crltrreras or cars.
The implications of brancl as a
service includes brand owners
irrv i t ing cr ' r r . iunler ' ) to f , l l ' t ic inr t ton consrune r gror.rncl I rrles. In effect,
t l-Le customer beccrmes a co-creatoi'
of value with val i - re al lv: lys
determined by tlre consr-rmer. In this
manner, the br:ai-rc{ has an
opportuni.ty to becoirre a cultural
brand ti:anscendir-rg
the ident i ty of a
procluct or company
and taking on the
sr-rbcul t r - r resref lect ing the
ider- i t i ty of
consuiners, l t4yths
represent t l - re
c{-l1Tir11on stclries
bindi . i rg the
community tc l the
h-, and and of ten
tolel by word of
nrouth. The sirift to
service is made
Today, the morkelsknowfor more obout
fhe products lhonfhecomponies
themselves
br,rn. l nt l t l t . tger) whe n nloni t , , r ing
sociatr mec{iar.
\7hat's a Br:rr-rcl Manager to dcr
with social mecl ia/ The start i r - rg
poii-rt is actuatrly to identify where
consumer stories about tl 're brand
are beirig tolcl within social media.
A 'whitelist' of the hlghly relevant
hl t rgs and web dest i r rat iorrs is
compiled and kept up to date. Next
comes tracking and captur ing
spontaneous, brand reievant
emotional content. Only then can
deep lrnsolicited consi-rmer insights
be unclerstood. Importantly, because
of sheer volume the focr-rs shoulcl be
on quality rzrther than quantity. But
the stories too are evolving to be
social media, stor ies. They no, longer havc aI beginning, middle,' and end br-rt have
' 'microconlent 'that is consistent
witl-r the drlves ofi Generation Y and
rNtw 7-" Some of tl're
stories:rie chunked
content l t te lzr l ly
throwrl
haphazardly in
sr-nal l narrat ive
bites making use oipossih,le iir movii'ig from a one-v/ay
i l ' l t tJ t l nf t t ras ' ctr t t i l t tut t i . af ion.
( l -asswel l 1948) to a pee-r- to-peer
communications rnodel, wi-rere the
consulneL is a key coinponent of an
i l r te lct t i ve L, r tn i l r t r n ica I i , r l l
network. This can be continuoi-rsly
witnessed from oni ine social
interactions, se{f-e>lpressions, social
bookmarking aird user-genera.ted
content including ratlngs ii'l sociai
media environments. Furtherilcire,
the existing model of brand equity
can be augnlented v;ith a richness
of c'lata n()t previously witnessed by
ihe clr f f*rent so. ia l nr*di . r pul l i r rg
together l inks, photos, v ideos,
conlments fiom a social netwotk
and 140 charircter twitier (another'
form of SM using \X/eb and SMS
messages in certatn cor-rntries) "
A key aspect of SM biand
managenent is to gain leverage froil
the Social Graph. Thrs is the
network of r:onnections that e>list
through which people
communicate and share
information. This glaph can exist
for employees internally within tl-re
ci lmpany, ?1s welI as for t t ie
cL{st()trners. Brancl br-rile1ing using the
p;rrticip:rtory approzlch of t rn ployees
is i- lot trnusnal :rs seen by Microsoft
.ntpl , ,ye" ' , h l , 'gP- i i rc 1[ '1 r l i f p lo jet t :
:rncl company. For cttstctmers, the
abii ity to see the trritran sit le of a
colrpany through etnployees on
YouTube, blogs or Fl ickr before
cleclcling on doing business with the
c()mpany provides a richer brand
e;rpeiieirce tlurn competitive pl:ryers
uiho chc,ose i-Iot to al1ow employee
engagement in social media"
Achlevii 'rg tt 're rrisioi-r <tf tLie
brand uranager uslng social niedia
to increase i ind nioni to l brand
ecli-i l ty reqrrires famili:rrity r,vith a
hancl fu l of technologies r lnd
mechanisms suitec{ tc'r iclentifying,
t racking and l is t r : r i ing i -o
cr.rrrversations^ Why sl-roulcl a bl;rncl
manager care about these tools/
Quiet simply, the world is clra.nging
rapi,-1Xy :rncl social inecli:r has direct
impl icat ions for brancl equi ty
reF)ieseniing real t ime sto-rytcll ing
tirkii-rg place t,etween consui-ners.
V(/Xlat we cai! l isien to a.ncl measuLe
ir-r soci:rl rneclia pi-ovidr:s the brand
Lr! i /nei wi i l ' r a veiy powe-rful
incl1r:aiion of events ti ir.fo[,: l ing i i 'r
i .e : r i t ime. This cai-r Jre uisecl l i l
complemeni the key t raggi i ' rg
1nc' l icator of m.r inkei s[r : r i :e. Tht:
fotriowing example heiirs i l tr-rst -r:rte
tl ' ,e ir i-rporIarLc€ of socii l l ir-redia.
i loni i :or ing^ " [e lstr : r , ihe
i r lecUr 'nnt t in ic: ' t i t ) i r i l l l i i ia l i ' r
A.usiizrlia, etnt,:rikecl on ll iriass T'V
r ;1 1 pr in i r r t lver i is i , tg L,) l ) t l d i t ' r t
stipplecrented vrith the use of seler-.t
s'ciat merlia ch.erni1ets iifte y,-ru-lube ,{ , ' , 5s,qing ihr D' l t r - r t i r { l l rCnt: ( , l r
tlei-l:rncl. The campaign fttcr-ts v,'as itr
proi, , icle a\.r/arencss of tLre coLintry-
wic-1c cover:rge ancl. technological
capurL,i l" tres of the Telst i- i t Next [ i
ne twork (beyoircl 3G ortcompetit ive
I The TVC (Television [ommercial) shows the stupidity of the campaign the besf-why in the hell
i would you want t0 use your phone ({or let alone 36 features) when camping? I thought the idea
: oi camping was t0'get away {rom it all '/
i Can undentand if you were in a remote/dangelous area why you'd carry a phone 0r land useI tPIRB lEmrrgrncy P0sition lndicating Radio Beacon), but a mobile phone t0 use l6 features, I
r {ind very silly.
Suppose such stupid ad cantpaigns for Next G are understandable when coverage is all Telstra has
to conrpete on.
I've used my iPhone camping around kosi (Kosciuiko) national park, in winter, loads of times. lt's
; great t0 check in with worried {amrly, check weatherltemp (onditions and forecasts and wasteI seyeral otherwise ra.ther tedious hours between dusk anrl sleep. l 'm usually camping solo out
there, so it's great to have access and media (from the iPhon$, but I do carry a small reserve
baltery for it and have to carefully choose camp spots if I want coYerage.
Edit: I doubr a phone would come in that handy in an emergency. [spetially with spotry coverage.
' Take l(osi l,lational Park, the best skiing (Western faces) have zippo coverage and is the likely spot
of iniurl. lf you're really that c0ncerred about it (especialiy i{ solo) rent 0r buy an epirb.
, lWhereis (lrttp://wwwyoutube.tomlwatchlv:cdhS-cx8f{) ]
| :aw a nerr ad where there's a couple driving and follorving GP5 directions on their phone. The
guys phone (non-Telstra) stuf{s up and stops giving hinr directions 0r something, at whith
r point the girl pulls out her Ielstra phone whirh gives them the corrett voice"guided directionr.I Then the voiceoy€r says r0mething about network with the better coverage 0r something
, along those l ine:.
' l 'm coniused though because I thought GPS signal, etc., is completely independent of network
(other rhan the A,6Pl giving a quicker lock down on position)i The ad seems to imply that
havirg coverage allovn them to have more reliabk GPS navigation. This ma.kes sense to me only
if the navigation is provided solely by the neiwcrk, instead ol using the phone's in-built GPS
{uring, for instance, \{hereis |'{avigator, withorLt in"builr GPS if possible, (an't think it could be
r$0 aicurate). I think it 's a bit misleading, but I might have iust interpreted it all wrong.
fource: forums. wfiidpool. neta4 hercnber ]008
ne tvritrks). T',oro cctrlrmelcials in n-ionittiring soci:ll nretlia and infrtn-'.l
i ra.rt icLrial, 'whereis' a.ncl 'camping' the br;rnt ' l owne Is aboi-t t t l -re
ar:e singlec1- out fot tl-ris st',-rdy. These conversaLlons taking place in tl-re
adveri isernents u/ere based on being sqcia! mec-l ia^ I f t l -re contel l i ct l l l
afite to r.rsi: Ner',t C rlrok,iles io lots L]ieate reputittitln:rl risk, apllttrtlriatt
of piaces, even wtrrei i caurprng t lr act ion needs to be taker-r. ln the
tooicin-.g firr clii:ecticiirs The exhilcrii conyei.sations highlighteci that tirr
shows sorne o'o 'r-Lr( i cr istomet coifsLl i-eeLS weLe con{usecl a.bout t f ie
r:onversa.tions ailcl opinionsr relatct-l c-1etaitrs of thc- services, the branL--l
to thr: ;lrj-s. ()i/r'ners can take an immediate and
An () i-rtsor- lrced sei- ir ice c:rn h,e cost-effcct ive action by naking a
use,:n oi l t tr is occaston fgr pt lst clari fyir-rg the c{oLrbts' i t inust,
Ar{vertising Expr"ess AugtrsL 2009 r 49
the gre:r ter is thr : - I 'eclanor:r t i
Authority of the blog. Techntirati
Rirnk is basecl on ho,,^r far a hlog is
from the top. Tlie hlog wrth rhe
highest Technorati Authority is t lr-e
No. 1 ranked blog.
Nielsen
BlogPulse (wwuv.L, logpulse.com),
owned by Nielsen BtrzzV{etrics, is
describecl as "an alit()nlateel trend
discovery system for blogs""
Trockur
Atr , ' t r l i t t . : re l )ut l t iUi l i l t r rn i t r r r ing
tool scanning news) blttgs, virlett,
images, and {irrnms m;rtchirrg the
keyworcls of interest . As wi t l ' r( ioogle blog, a search with an
extendecl wi-,i'cl. list cor-nprising tlre
brancl :rncl worcl :rssocii'ltions aiong
with similar concepls prc,ves to h,e
nrore fr'uitftil tharr the L,ranei tr';it'ne
akrue,
Trendpedio
Fir : rds t rends in soclal media.
Tlendpecl ia searches onl iue ;Lnc1
{irrds the artir: les thtrt tall i about
tc i i r r ics of intelcst . Tienelpecl ia
orgainizes the articlcs in a freirclitt ic
slroiving the popular:ity of the toplc
river ttme.
Whi lst ther;e f ree fools hzrve
irrerit-s antl ba.sicaily assist ttre brand
mi-Ll !agers to i lon t lor branel
lneni io i ls , RSSl anr- i IU:rshuP
tecl-u-iokrgies r{i fir{ri:c.r I tl-re fu ture of
branci l l t.n-i i i()rl irg rrucl rcse:irch.
These key tr :c l rnologics ! tovir{r :iclcal i- l ieclrarl isnls t() cru::tft: Lt sr>cial
r ' lashl ' 'oarcl z incl go f reyonr{ . i l rst
c{ !ur-1l i r rg l . rat , ,1 i r )Cnf i r /1r" .
RSS (B"eal iy Si t rp le
Synr l ic i l t ion) , syni l ' ,o i izec1 by an
r)rallge syinbol rvitir r,vhite r,,ra.rzes is
prctty trr-rch ;rct.rrtrsivc trn the W.eb.
Ri i ther t i ra.n v is i t ing wehsi tes for
'-rpclates, :rn RSS f'eeil will provicle
trpclates of changes. Thus, anythi.ng
new is sent to the social clashboard.
A lot of special ist r - r iche rnecl ia
colnpanies of fer F.SS. SUebsi tes
rvithorrt a RSS feed capabil ity carr
t re i -Lsed with Dapper
(www.rlapper.coin) tr.r creafe a feerl
for an entire site or specific pages.
AideRSS is a RSS f-eed fi l tering
service that helps identifu the most
pop,-r lar i teus c i r posts including
blog comments and links, lnterr:iet
bookmarks, clicks, ancl page views.
C)nce a feed is accessible or created,
RSS mori i to i ing using Googlc
Reacier (www. google.com/reader)
cnnstitntly checks f: lttgs for new
content
Cont inuouslyrefinlng the brand
nanle and
associated keywords
helps redtrce noise
offei f iee mashup scrr, ' lces. With a
sociali r-lirsh.bozrrcl ta{ting; F.SS feecls
frtxr. a var.le[y oif sources, historic:rl
informa.tion can be combinecl with
cllrrent anc-l 'fluture rneasr:tes. Tite
clasl'rboiircl ctxltairrs measLtres oi the
heal th of br : rncl eclui ty. By
monitori ing rl"le social meclia, the
brtrncl manager can deterrnine if
'weak signatrs' are iri- i ly provicling
knovdeclge of a trencl, yet to emerge
with k ' rancl r - rsage but otherwise
st:rt istically insignificant. Twitter
messages represent an e:rrly warning
of a topic yet to be blogged.
Increasingtry, t t re br:rnd
landscape exhibi ts emergent
behavior, meaning the brand may be
r-rnpredictahle at
t imes br-r t is a
funct ion of thc
braircl intetactions
tatr<ing place
bet i .oreen the
conversat io l ' rsacrt lss t l i f ferei i t
social media.
Provil leel a brand
manager cioes uot
ha,re zero latency
reciLi i re inents
merit ir-ig knoiviug
everything i i 'r real
timr, ihe free tools
ln order tosuccessfully monitor
qnd engqgewithconYersqlions in
sociql media, hrerndmdnagers need to
toke a leamingcpprocch
f i l te i ' ing out
unwanied or stale
c()ntent.
l lashups al low
the branc{ rnanager
tcr assemble dirterse
c(tntent f ro i l
publ ic ly a.rai lable
s()urccs including
RSS feecls. Thc
in:'rshr-rp is huilt in'r,o rlashbotrttJs,
:nrel i . lshct- t r t , i - 1 ' r , rppi i rg
technoiog.T. Masl-rups calr. be createcl
c1' , r ick ly ancj casi iy i r torr i4 j lpg
pt-rssibilities {irr a trew cli'.ss of sl'Loli.'
temr oi: c-ilsposable applicaiiot'ts not
norinally attractirrg clevelopir-ieni
clo1lar:s, br-rt c'ssential f ix uraIketit lg: r r r . l . , ' - . l t ' . r t i : i r ip c ' recrr i i , r - ' ,
c r rirl,lin g hraird-re Ia'cee.l infot'n'ratton
to bc cot-,rhined intt t a c() i l l i11() l ' t
, iarhl . , , , r r . . l l , r r , l vr :ual iz l t r , . , t t ; . i t r t
geo-Locatioit or maltping sciftv,tare'
NJetvibes (rvrvw.netvibes.com) a.r'id
l,4int'lto uch (wvlw.mir.Ldtouch.com)
anel a 'cio it yor-i-rself' approach can
gr) a trong rti,\t/ t i turttrd.s titc
ur,-ri- l i ioring; ancl mariragemei' lt ()f
hran,--ls ir, socirr.i tlredl:r.
In or,-'1r:r trI :;uccessftilly mtlnitil.,.
zrn,j eilg;r;-ye vyilir coni,etsations in
soci:rl me'-1i:r, L,tancl mauzrgers need
tr ; take : l le i , ru ing : rpProach hY
iurprro ' , 'urg ' ! is iet-r ing' p iocesses J5lr ' ' r i , lg r11r, . , l i l r ' * l , ' ,1q, . , ( \ l ) r l l i 'L '
and, above alt, takirri; a. hattcls-c,ir
approacli to social meclia and branci
nD.nagenleni, r:1
Itcfererrce # 18M.2009-08'tl9-01
Aclvr:i'tisinf-l Express AugLrst 2(l(lL) r 5i