Understanding your brand& maximising social media
Understanding Your Brand
• I’ll name that brand in one…• Understanding your brand• A brand game
Brand Arrows
Brand Game
Formula 1
Core purpose
Competition for individual and team world champion
Brand idea F1 is motorsport – the world’s best motorsport
Our beliefs Excellence, teamwork, enjoyment, excitement
Our feel Prestigious, intimate, Hi-tech, Thrill of speed
Our facts Elite performance, Premium, Global
UEFA Champions League
Core purpose Ultimate stage to crown the kings of Europe
Brand idea Best of club football – best players, coaches, teams
Our beliefs Excellence, teamwork, highest quality, excitement
Our feel Prestigious
Our facts Elite performance, Premium
Brand Game
The Rugby Championship
Core purpose
Southern Hemisphere’s premiere international rugby union championship
Brand idea The best v the best
Our beliefs Excellence, tradition, national pride, champions
Our feel Faster, bigger, stronger, passion
Our facts Elite rugby union at its best
Six Nations Rugby
Core purpose
Crown the champion of the northern hemisphere
Brand idea Battle amongst Europe’s elite
Our beliefs Tradition, national pride, rivalry, teamwork
Our feel Excitement, passion, occasion
Our facts The biggest annual rugby competition in the world
Brand Game
StreetGames
Core purpose
Brand idea
Our beliefs
Our feel
Our facts
Your Organisation
Core purpose
Brand idea
Our beliefs
Our feel
Our facts
Maximising Social Media
• Facebook remains #1 social network topping for account ownership (83%), active usage (49%) and visit frequency (56% of users log >1 per day)
• Facebook continues to experience declines but the extent of drop in H2 2013 (3%) over-exaggerated. Still hugely popular among all demographics
• Biggest rises in numbers were on newer or less established networks. Led by Instagram (+23%) and Reddit (+13%); it’s a complex world
Which Social Media
Differences by demographic
• >50% of active users on all the top social platforms are drawn from the 16-34 age group but it is the 25-34s who form the largest share of users on nearly all of them
• 16-24s are ahead only on Youtube (32%), Instagram (39%) and Tumblr (45%) with 31% of Pinterest’s active users also drawn from this age bracket. This reflects the enthusiasm with which the youngest networkers embrace newer networks together with their slight movement away from the longer-established platforms
Maximising Social Media
• Objectives– Customer service?– Awareness?– Attract custom?– Share benefits / demo?
• Audience• Thread of steel / narrative• Tone of voice• Consistency & constancy• Human & connected: social is not broadcast• Channels: Facebook, Twitter & Instagram all in use by your audience• Visual content wins
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