Can Brands Have A Social Life (Ogilvyone Report 2008)

8/6/2019 Can Brands Have A Social Life (Ogilvyone Report 2008)

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CONSUL

INTELLECTUAL CAPITAL FROM OGILVYON

CAN BRANDS HAVE A SOCIAL LIFE?HOW BRANDS IN ASIA CAN BENEFIT FROM INTERACTING

WITH CUSTOMERS THROUGH SOCIAL MEDIA.


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IntroductionAll brands can have a social life. Big brands, small home grown brands, business brands,consumer brands and individuals who want to create their own personal brand. Social mediais democratic by nature and the barriers to entry are relatively low.

This study provides direction to brand marketers and digital consultants on how to design asocial media strategy in Asia as part of a brands overall digital strategy. It starts by defining

social media, as well as giving insights into its similarities and differences across key Asianmarkets - China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore,Taiwan, Thailand and Vietnam. It then provides practical, hands on advice on what steps brandsshould take to plan their social media strategies along with frameworks and tips for success.

As social media is changing, this is a dynamic study which invites you to share your questions,observations and experiences. By exchanging ideas, it will get more marketers to betterunderstand social media in Asia, and in turn deliver more effective solutions that not onlyenhance consumers lives but deliver deeper value to brands.

This study does not have all the answers, but hopefully goes some way towards addressingthe key questions or at least stimulating the debate.

Please join the conversation at www.the-open-room.com


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39OGILVY INSIGHT: CAN BRANDS HAVE A SOCIAL LIFE? OGILVY INSIGHT: CAN BRAND


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Case Studies:So whos doing Social Mediawell in Asia?There are a lot of brands that think they are doing social media in the region but in fact are juscreating content and assets within the social media space. In all the weeks of research spentinvestigating cases, we have identified just a handful of brands that have stood out as trulydelivering a winning social media strategy.

What are the brand success stories?

Case Study 1

To maintain the dialogue with its influencers and the broademember base, e27 used its dedicated wikispace and websitas the virtual place to connect with and share ideas. By givingtotal control to its members, it provided a refreshing changfrom other contolled communities.

Every brand has a social network they could be a part of... I think too much focusis just on B2C.

Ken Mandel

Regional Managing Director, Yahoo! SEA

Brand : e27Market : South East AsiaTarget : Start-ups, technologists, entrepreneurs and investorsLinks : www.e27.sg

www.entrepreneur27singapore.wikispaces.com

BackgroundModelled on e27 in Silicon Valley, with no marketing budget, two young ambitious guys JustinLee and Bjorn Lee used social media to turn e27 in 12 months from a social enterprise ideato a leading community for digital entrepreneurs in South East Asia. The secret to the teamssuccess was its ability to successfully identify, engage and build trust with the right influencersfor its brand.

Its formula was simple. Using face to face events, it identified potential key influencers andactively engaged with them one-to-one through email, Twitter and Instant Messenger sharinginsights, observations and contacts about the entrepreneurial space. This worked to turn theseacquaintances from passive participants to powerful brand evangelists resulting in positivediscussion in the blogosphere.


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47OGILVY INSIGHT: CAN BRANDS HAVE A SOCIAL LIFE? OGILVY INSIGHT: CAN BRAND


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How to get startedIf youve read this far, youve probably got a good idea what social media is about and an appetitto go on and do something. There are some basic things that you can start doing immediately

1. Open the conversation: if you are managing a website, go and review it again to see whetheit invites suggestions, comments and participation. Creating a dialogue is a starting point anyour existing customers are the most important place to start. They need a channel to you,so make it easy for them.

2. Start listening: before you start entering into social media, start to get a feel of whatconversations are already going on about your brand. Listen in, monitor and identify where thebuzz is. Use search engines as a starting point and look at listings on the second and thirdpages. You might get a nice surprise that there are some positive things already being saidabout your brand.

3. Sign up to a social networking and social bookmarking site: go online and try it out.The closer you are to understanding what your consumers are doing and how theyre doing i

the higher the chance that you will be able to provide a practical grounded strategy that isrelevant and topical.

4. Develop and learn from young social media users: there are lots of people around you thaunderstand social media better than you. Go and speak with a friend, the office intern or evesign up to a blog. Start to immerse yourself into understanding how social media is impactinglives. Use these informers as a human barometer on whats hot and whats not.

5. Talk to an expert that understands social media: speak to your agency or sign up to onlinecommunities around the medium as well as check out useful reading material, guides andblogs online. As a starter, try http://digitalwatch.ogilvy.com.cn/en/ or www.openweb.asia.

6. Try it: start testing. You cant wait until social networking hits a tipping point and all yourcompetitors are doing it. Give it a go, get some key learnings, see what works and what doesnwork, and dont stay out of it.


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Documents

Can Brands Have A Social Life (Ogilvyone Report 2008)