Digital brand management
strategies
Part 1
Questions
1. What are the contemporary global consumption issues
about brand communities and brand tribes?
2. What is branding within an ICT-based or digital
environment?
3. What is country/place and celebrity branding?
The top 100 global brands
many of which are iconic and are
becoming digital brands…
This video reviews the world’s top 100
brands
www.youtube.com/watch?v=pizQnyH_TMQ&feature=PlayList&p=280CB899DC4145F9&playnext=1&playnext_from
=PL&index=3
Interbrand.com
visit their website !
Internet consumption around the
world
• http://www.internationalbusinessguide.org/in
ternet-consumption/
Digital Branding (DB)
Definition
• DB is the creation and
management of brands
through the use of all forms
of digital technologies,
many of which are
controlled by the
consumers
• Digital brands have more
“touch points” online and
offline
Partnering for a compelling
experience online: Nike+ iPod
Digital Branding
Digital Branding as a core management
requirement
BMW
• Companies should invest in
DB
 BMW with its “The Hire” 8
series of short films with 100
million hits to highlight the
performance aspect of brand
performance
• https://www.youtube.com/
watch?v=PKYUtUw-8ig
Digital Branding
• Going beyond the corporate
website
• Creating connections with
People; C2C with HOG, Nike+
• Creating the right digital
experience- followed by the
offline experience: Gopro,
RedBull
• Small companies can do it
now!
• Placing Customer @ the
center of your platform
Digital marketing
Digital marketing Media Types
Brand Health in the Digital World: The 4 Vs
Brand Health is under attack in
4 ways:
Greater Volume of Data
source
Faster Velocity of consumer
Data
Broader Visibility of consumer
sentiments: Kony 12
Greater Volatility of Consumer
Behavior
COMPANIES MUST BUILD:
 Brand Responsiveness to
react quickly to changing
market conditions
 Build Brand Resilience to
counteract unforeseen crises
and threats
Understanding the Consumer Decision
Journey
(Edelman, 10)
Implications of the CDJ
• Target stages in CDJ rather than
allocating spending to media
• Companies should focus on
Evaluation and Advocate stages
• Companies must study
– Own media (websites, etc.)
– Earned media (customer
created channels ) such as
brand communities
– Supportive spend : where
technologies and staff are
used to manage content and
monitor conversations
(Consumer Decision Journey)
Evolution of Marketing
Communications
(Armano, 09)
Monitoring Owned and Earned Media
Website of Nespresso
Facebook Nespresso
Other Earned media..
Twitter / Nespresso
YouTube/ Nespresso
The 4 Zones of Social Media Marketing
(SMM)
Types of Media: Paid- Earned-Owned
Zones
Paid
Earned (social media)
Owned (websites),etc.
1. Social
Communities
Ads
Conversations
Shared content
Influence, impressions
Like, Followers
Controlled
Profiles
2. Social Publishing Endorsements
Branded channels
In media sharing
sites
Embeds
Comments
Shares
Links
Search Rankings
Corporate blogs
Brand-controlled
media sharing
sites
3. Social
Entertainment
In-game interactions
Advergames
Alternate Reality
Games (ARG)
Review and ratings
Recommendations
Group buys
Social shopping
interactions
Social storefronts
4. Social
Commerce
Ads in Games
Sales promotions
The Social Media (Earned Media)
Marketing Plan outline
1.
Conduct a situation analysis
1.
Internal environment
1.
2.
3.
4.
2.
External Environment
1.
2.
3.
3.
What are the SWOT based on analysis
State objectives
1.
3.
Who are your customers? Are they users of social media?
Who are your competitors? What social media activities are they using
What are they key trends? Affecting social media marketing?
SWOT analysis
1.
2.
What activities exist in the overall marketing plan that can be leveraged for social media marketing
What is the corporate culture? Does it support the decentralized norms of social media
What resources exist for social media activities
Is the organization already prepared for social media activities?
What does the organization wish to accomplish through social media marketing?
(promotional, service, retail objectives, research objectives)
Gather insight into target
1.
2.
3.
Which segment should we target
What are the relevant demographic, psychographic and behavioral characteristics
What are the social media habits of the segments
…
4. Select Social Media Zones and vehicles –
Which mixture of the 4 zones of social media will be best to accomplish our
objectives within the resources available
1.
Social community zone strategies: how will we represent the brand in S
networks and what contents will we share
2.
Social publishing zone strategies: what content do we have? What can we
develop? What form should our blog take? Which media sharing should we
use to publish content
3.
Social entertainment zone strategies: what role should social entertainment
play in SM Plan? Opportunities to develop a game, or product placement
4.
Social Commerce strategies: Opportunities for customers’ reviews and
ratings? Should we develop retail space for social media sites? How can we
use social commerce to increase conversions?
…
5.
Create an experience Strategy encompassing Selected Zones
1.
2.
3.
4.
5.
6.
Activate an activation plan
1.
2.
3.
4.
5.
7.
Developing SM activities supporting promotional strategies
What message do we want to share using SM
Can we encourage engagement with branding social spaces?
How can we encourage those who engage with the brans socially to act as
Opinion Leader and share their experience with others
In what ways can we align zones with tools to support each other
How do we make it happen?
Who is responsible for each aspect?
What is the timing of the plan?
What budget do we need to accomplish the objectives?
How do we insure the plan is consistent with the overall Marketing plan and
promotional plan
Manage and Measure
1.
How do we measure the actual performance of the plan
The 4 Zones of Social Media Marketing
(SMM)