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The one thing you must get right when building a BRAND
Social media in India is still growing and every brand has their own definition about it
The companies are exploiting the many opportunities presented by social media while
keeping an unwavering eye on the brand promise.
Enhance the playbook rather than rewriting it
Fundamental qualities of good brands
Virgin airlines
– 483,246 Fans
– 471,790 Followers
– 1.4 Million
– 29,488 Followers
– 14,667 Subscribers.
Offer and communicate a clear, relevant customer promise
1.
Learn what people are saying in call centres, websites, and public opinion.
Build trust by delivering on that promise
2.
• Service delivery• Websites - up to date and accurate• “Rapid response” solutions Twitter Facebook
Drive the market by continually improving the promise
Travel blogs
3.
Customer complaints• Tedious and redundant requests for security
informationSolutions• Opt-in service• Arrange taxi sharing
Travel blogs
They seek further advantage by innovating beyond the familiar
4.
Facebook flight status app Flight entertainment
systems
Vtravelled
site dedicated for inspirational journeys
Application in Indian markets
-178,893 Followers
-2,197,277 Fans-90,908 Followers
Flipkart has a really good presence on social networks.
Flipkart does a great job on handling their customer queries, complaints and provides them with solutions as well
Spice jet
Spicejet holi dance video went viral on youtube
• Myntra offered such amazing perks that it led to the domino effect which drew in more and more participants.
Peak hits during the 2 day campaign
Trident hotels
• This campaign was conducted in Mumbai’s Hotel Trident at BKC; the life span of this campaign was two days beginning from 29th March 2014 – 30th March 2014.
Points to remember
Don't throw out your playbookStart with the brand promise ; guide them
with social media
1.
Use social media primarily for insight
Real value is learning about customers not sales
2.
Strive to go viral but protect the brand
Authentic & relevant
3.
Engage
Your content should engage response from people.
4.
Dont fake reviews4.
Know your social platforms4.
Don’t become a robot4.
Template responses
• The rise in social media makes it more important than ever to get the branding fundamentals right