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Smart use of Social media for Brand Building

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Digital Branding
Digital Branding
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Smart use of Social media for Brand Building Bertrand van Renynghe Marketing Director SABMiller RUS
Snapshot : Social media in Russia ,[object Object],[object Object],[object Object],[object Object],[object Object],* Data of TNS Russia, September 2010
What is the audience looking for in Social Media? Who are the audience? What are the interests and behavior? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Active Interaction !
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],So, you need to customize approach to social media depending on behavior of the audience: interact, not deliver a message. AND You need to adapt brand presence to SM instruments in order to get credibility to brand communication and purposes. Brand goals
Surprise! You must actively manage company’s reputation within any brand communication ,[object Object],[object Object],[object Object],[object Object],[object Object]
Tip 1. Think strategically. Cool project OR Integrated social media strategy * Chart: Grape
Tip 2. Manage content. One way communication OR Two way interaction Social media Brand communication Re-translation of news, creative, content Technical adaptation of ATL commercials to digital requirements Direct continuous interaction with consumers based on cooperation * Chart: Grape OR 1-way 2-ways
Tip 3. Set up clear task for each social media. Maximize Reach OR Involvement. Difference between Reach – those who saw your message (CPM/CPI) Involved contacts – saw message and take action (CPA) REACH Involvement
Case 1: Use social group to involve consumers in off-line event ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case 2: Use application to support nationwide promo campaign 1st step – send gifts to friends using application 2nd step – the gift will appear on the friend page ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case 3: Use portal to involve consumers in interaction with brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Wrap-Up ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Smart use of Social media for Brand Building

  • 1. Smart use of Social media for Brand Building Bertrand van Renynghe Marketing Director SABMiller RUS
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  • 6. Tip 1. Think strategically. Cool project OR Integrated social media strategy * Chart: Grape
  • 7. Tip 2. Manage content. One way communication OR Two way interaction Social media Brand communication Re-translation of news, creative, content Technical adaptation of ATL commercials to digital requirements Direct continuous interaction with consumers based on cooperation * Chart: Grape OR 1-way 2-ways
  • 8. Tip 3. Set up clear task for each social media. Maximize Reach OR Involvement. Difference between Reach – those who saw your message (CPM/CPI) Involved contacts – saw message and take action (CPA) REACH Involvement
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