creating & building brand in digital world
DESCRIPTION
Building Brands !TRANSCRIPT
Creating & building brand in digital world
image credit - freedigitalphotos.net & pixomar
Newly additions – Jabong, Flipkart, Snapdeal, Myntra, Bigrock, Indiamart
Top online brands
Source - Lars R. Talwar Norberg September, 2010
Digital investments for leading brands
Technorati Media > 2013 Digital Influence Reports
Social presence for leading brands
Definition of a Brand
David Ogilvy :
The intangible sum of a product's attributes: its name, packaging, price, its history, its reputation, and the way it's advertised.
Bryan Eisenberg (Author of Waiting for your Cat to Bark) :
Branding is the sub-total of all the “experiences” your customers have with your business.
Burke Alder (marketing professional & blogger):
A company's values as evidenced by how they deliver on those values, at every point of contact.
Pre-digital era TodayAwareness Print, Radio, TV, Outdoor Conventional + Digital + Social + PR
+ WOMPrimary search Friends, peers Friends + peers + internet
Access to information -comparison, reviews
Laborious process, less accurate, non-transparent
Readily available, largely transparent
Case studies/reviews Limited, chosen by seller Ample, more credible
Best price Not sure Transparent, best deals
Sales Fulfillment Only at store Store + Online + home
After Sales Service/customer feedback
Issues, customer grievances not available in public domain
Not just available in public domain but pressure on seller for speedy resolution
Role of middlemen Extremely influential, high margins Fulfillment, low margins – advantage customer!
Availability Non consistent 24 X 7, Consistent
Point of Contacts
Delighting ProspectsUse each point of contact
Strong Value Proposition
Simple buying process (zero
barriers)
Build trust (e.g. No question refund)
Capture ‘Aha’ moments
Simple, intuitive user interfaceEasy to search
Create WOM moments
Listen & Act - Keep a tab on customer sentiment using social channels
Creating WOM moments
WestJet Christmas Miracle!
https://www.youtube.com/watch?v=zIEIvi2MuEk
• 22 million hits in less than a week• 1478 tweets about this video (#westjetchristmas)
The example here is only for illustration and based on links available of the internet & author does not endorse the authenticity of the claims made here in anyway by the video creator or person(s) posting it
Avoid reverse effect – Negative WOM
United Breaks Guitars
http://www.youtube.com/watch?v=5YGc4zOqozo
• Views:13,692,617• Likes: 71,903
The example here is only for illustration and based on links available of the internet & author does not endorse the authenticity of the claims made here in anyway by the video creator or person(s) posting it
Are you hearing us?The Disconnect Between Listening and Engaging
?
Engaging the Wrong WayInefficient and Chaotic Social Media Interactions
PRO Customers
Questions & Comments
Management
Administration
Grievance addressing unit
Product team
Responses
Engaging the Right WayThe Application of Collaboration & Insight
Sentiment Analysis, Listening, Questions & Comments
PRO
Product team
Grievance addressing
Unit
Management
Responses
Customers
The Social Media Action Plan
• Filter out the noise.
• Know more than their twitter handle.
• Leverage your experts.
• Engage quickly & consistently.
• Measure your results.
Your customers want to interact with you via social media today.
Are you ready?
Thank you
Contact information:
Sandeep Nagpalmailto : [email protected] : @sandynagLinkedin : in.linkedin.com/in/nagpalsandeep/
Disclaimer : Sandeep Nagpal is currently Director Marketing at SAP India Pvt. Ltd., Views presented here in the presentation, twitter , Linkedin &/or any other social media, website or blog etc. Are strictly in his personal capacity as a professional with multi domain experience, and DO NOT in any way represent those of his current or erstwhile employer(s).