PANA 2016 GMM Sessions September 29, 2016

Transcription

1 POWERFUL BRANDING TECHNIQUES THROUGH SOCIAL MEDIA PANA 2016 GMM Sessions September 29, 2016

2 Questions, comments or Peter Juan Director of Social Media, Wunderman Manila

3 K E Y P O I N T S F O R T H I S S E S S I O N BRANDING MATTERS BRANDING TECHNIQUES ON SOCIAL MEDIA BEYOND SOCIAL MEDIA

4 BRANDING MATTERS

5 Branding is endowing products and services with the power of a brand (Kotler & Keller, 2015)

6 What is a brand? A brand is the sum total of all the impressions a customer has, based on every interaction they have had with you, your company, and your products. Each one of these interactions tells a story to your customers.

7 Reference: Global Web Index.

8 The challenge As soon as audiences could opt out of ads, it became harder and harder for brands to buy fame. Soon enough, it became a lot more difficult for brands to make a cultural impact.

9 Why does it matter? Branding helps people identify your organization It s what differentiates your company from the competition It helps you build trust with various stakeholders It provides you with a guide that keeps your strategy clear and focused It helps you connect with customers emotionally

10 Why does it matter? In 1975, PepsiCo fired the first shot in the Cola Wars with a simple and effective experiment, the Pepsi Challenge

11 Why does it matter? Reference: Neural Correlates of Behavioral Preference for Culturally Familiar Drinks (

12 Why does it matter? The fastest way to your consumer s heart is through the hippocampus and dorsolateral prefrontal cortex (Old Chinese Proverb)

13 CONSUMER EXPECTATIONS

14 Active Evaluation Loyalty and Brand Love Consideration Purchase Advocacy Discovery Experience

15 BRANDING TECHNIQUES ON SOCIAL MEDIA

16 Know thyself (Socrates)

17 The Golden Circle Why = Purpose. Why do you exist as a brand? What do you believe? What is your cause? How = Process. The specific actions you take to actualize the why. What = Result. What do you do? The result and the proof of why.

18 Develop your Social Media Persona Persona Nickname: Things to consider when crafting your persona: The company culture The audience Authenticity Age Sex I am I like My tone of voice is My tone of voice is not I like talking about I never talk about

19 Develop your Social Media Persona

20 Be consistent Establish a regular publishing schedule and try to stick with it. Be consistent with themes and topics that you want to discuss. But always leave room to optimize.

21 Choose the appropriate networks

22 Choose the appropriate networks

23 Choose the appropriate networks Reference: Sprout Social; Pew Research Center

24 Maximize visual branding And no, this doesn t mean, lakihan mo yun logo. Things to consider when crafting your visual style for social media: Use the same DP across your social media channels Use colors to your advantage Use templates Create a filter guide

25 Maximize visual branding

26 Build relationships with influencers But please keep in mind that influencers should not be determined based solely on the number of their fans/followers

27 Find and nurture brand ambassadors You don t even need to look too far. Find volunteers from within your network. Establish a brand engagement taskforce with your employees and trusted suppliers. Empower active and passionate members from your own online communities

28 BEYOND SOCIAL MEDIA

29 Go beyond social Take it offline We must always strive to make a tangible difference in our customers lives

30 Thank you!

31

32

33 WHO WE ARE Started in 2011, deeply experienced in creative digital solutions. Digital hub of Microsoft Digital & social hub of Microsoft & Nokia Only 5 years in the Philippines & is already making waves Hyper growth since 2011 from 25 to 70 people Started winning awards for local clients

34 Unit 702 & 703,7/F Equitable Bank Tower 8751 Paseo de Roxas 1227 Makati City, Philippines +63 (2)

35 Schedule a free consultation! Certified Digital Marketer: aisleen@elearningedge.net;