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Brand Building
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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