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Showing posts with label online branding. Show all posts
Showing posts with label online branding. Show all posts

April 24, 2012

Coke vs Pepsi :Who is Winning The Social Media Battlefield :

Twitter showdown: Coke vs Pepsi | Econsultancy: The infographic published by Econsultancy, shows how the biggest Rivals in corporate history are faring across social media. While traditionally Coke and pepsi has been biggest spenders along with Procter and Gamble, the last few years has seen more investment by these Companies across the Digital Space ... as they start   marketing their products to the new age consumer generation Y , who has grown up in tweets, has used mobile as a  all embracing tool, and for whom Class Note books have been replaced by iPad or other Tablets

 "Pepsi embraced social media early on. In fact are two year's ahead of Coke's new content push "Live Positively." In 2010, Pepsi launched their Refresh Project where they gave away 20 million for ideas that can help advance society in six different categories.Through the Pepsi Refresh Project, it impacted the lives of more than 1.4 million people through more than 1,000 grants awarded.

Like Coke, Pepsi are also focusing on story. At the recent Festival of Media Global conference in Switzerland, Pepsi's EVP and CMO, Salman Amin, said: "Don't bring me media plans, bring me amazing stories." He also announced that 90% of the internet will be video by 2015. If you look at their brand pages, you can see their push to Facebook and YouTube over Twitter which confirms their move to video. But that doesn't mean they aren't leveraging Twitter to tell the stories its customers want to engage with."

March 20, 2012

March 15, 2012

February 22, 2012

February 9, 2012

January 19, 2012

November 10, 2011

October 21, 2011

Branding On Twitter :Why Smaller Business will Fail

People who follow brands on Twitter are more likely to both buy and recommend those brands’ products, according to a recent study of online consumer behaviour.

The study, conducted by Constant Contact and research firm Chadwick Martin Bailey, analyzed the behavior of 1,491 consumers ages 18 and older throughout the U.S., and revealed a number of details about how people interact with brands on the world on Twitter

Among surveyed Twitter users who follow at least one brand on Twitter, fully one-half (50%) say they are more likely to buy products from brands they follow on Twitter. Interestingly, male brand followers are more likely than their female counterparts to buy a brand's products after following it on Twitter, 55% vs. 45%.

Recommending Brands to Friends
Following brands on Twitter motivates people to recommend those brands: Fully six in ten brand followers say they are likely to recommend a few (42%) or many (18%) brands to friends after following them on Twitter.


Any increase in customer loyalty is great news for brands, especially those lucky enough to make the coveted list of followed companies. According to the study, though, the chances of making that list are slim, as only 21% of Twitter users follow brands on Twitter, and of those, 79% follow fewer than 10 brands.

 One way of looking at this is that " Out of 10 Brands  that 79% users  follow .. Twitter Buzz will only help Bigger Brands as they have the resources To invest in Digital and social Media as compared to smaller ones. Your agency and   digital marketing team might think, Twitter can  change " Brand Image ". But with a tiny  percentage  of users who follow brands , almost 8 in 10 users will " talk about  the 10 Brands.. Are you there in the  highly Coveted List ,? if you are not and happen to be a smaller brand that is playing catch up the the giants.. Think again ... Twitter will not change your branding .... They will  only end up " making the industry Bigger ... and  maybe that would help the bigger brands . of course there might be exceptions  but 80 in 100 cannot be wrong ( if  Statistics are something you take seriously )

When it comes to a consumer’s decision to follow brands on Twitter, exclusivity and access to promotions reign. Here are the top five reasons given by respondents:

64%: I am a customer of the company
61%: To be the first to know information about the brand
48%: To receive discounts and promotions
36%: To gain access to exclusive content
28%: To receive content/information to retweet and share with others

October 7, 2011

How Hospitality Industries Are Using Social Web


According to research firm Harris Interactive, who was commissioned by CareerBuilder.com and surveyed 2,667 HR professionals, finding that 45% of them use social networking sites to research job candidates, with an additional 11% planning to implement social media screening in the very near future.

Social channels such as Twitter and Facebook have revolutionized the way that brands and marketers engage with customers and drive awareness and sales, and the travel industry has adopted and benefited from this new wave of technology and opportunity as well as anybody else.

This infographic from EyeforTravel (made in association with Simpliflying) looks at the ways that travel brands are using social media to achieve a high return on investment.

  One of the most important lessons travel companies and brands are learning that  " nothing succeeds like  online word of mouth" and social media does exactly that , 

 User comparisons, review of hotels  and airlines, restaurant ratings generated by consumers across the social web plays a big role in influencing  user satisfaction  leading to  a sale. The web has become the single most important  distribution channels for Travel and Airlin companies. Some numbers highlighted below

  • Most travel companies are now spending 25% or more of their marketing budget on social media
  • 61% say they will increase social media spend in the next quarter
Travel marketers found that using social media reduced PR costs by 24%

September 24, 2011

BlackBerry Now Worth$3.3 Million, 25% Brand Value Erodes


According to the study from Brand Finance,  the BlackBerry brand value has decreased  by almost 25% since January of this year. The London-based Brand Finance calculates a brand value by forecasting the royalties that would accrue to a brand holding if that company licensed the brand to an operating company. In January, Brand Finance figured BlackBerry was worth $4.36 billion.Since then, it has dropped to $3.3 billion (see chart above).

August 21, 2011

The Power of Like :Brand Building On Facebook


The above  white paper  by ComScore offers an in-depth analysis of how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages. The study profiles three major brands – Starbucks, Southwest Airlines, and Microsoft Bing – to show the impact of these impressions on Fans and Friends and help illustrate how brands today need to be thinking about their social marketing initiatives.


Brands are increasingly interested in establishing a social presence and engaging with their Fans, helping shape their customers’ experiences, and even leveraging their voices for greater marketing impact. Underscoring the importance of this channel, 100 percent of the Ad Age Top 100 Advertisers have established Facebook pages for their brands.

July 30, 2011

Understanding Consumers : The Phychology of Advertising

This infographic from BuySellAds, called The Sneaky Psychology of Advertising. Some of this isn’t simply advertising, it’s also an overall brand marketing strategy. I tend to look at Advertising as the event… or hook.. but Marketing is all of the planning and strategy that leads up to development of the Advertising.

Each of us is subjected to 3,000 to 10,000 brand exposures every day through TV commercials, outdoor billboards, website banners, and even neighbors’ T-shirts or coworkers’ coffee mugs. Because we’re inundated with ads, marketers draw the latest psychological research and employ a variety of tricks to catch our attention and gain our consumer confidence.





July 12, 2011

How Airlines Use Twitter For Analysing Brand Sentiments




Engaging Users  Via Twitter : What To Do and What Not To Do

In most cases, users : use Twitter only when traditional Channels dont help them. For Brands this means " their   ground Staff and Cust Service has not been able to " provide them a effective and fair Solution . Badvocacy is a result of negative experiences with your brand. These can come from:Inconsistency across channels and touch points.

Maria Ogneva the Head of Community at Yammer, Shares her  thoughts on What Companies need to Do ,  to understand   Brand Sentiments  at Across Digital Channels and Twitter.

Figure out the issue. Read the content carefully, whether it’s a tweet or a long blog post, and understand the motivation behind the post. Is it a cry for help? Is it a distressed customer?Most problems with airlines are ' Customers need "   to hear them" and empathize with them

Respect privacy. Know when to take the conversation private. Upon initial contact, it’s appropriate to acknowledge the problem in a public channel. After the initial public tweet, you should reach out in a private channel to really dig in and see if you can make a difference. Under no circumstances should you ever exchange confidential account information in an unsecured or public channel.

Offer an individualized solution. In customer service, there’s no “one size fits all,” because each case is different. Offer an individualized solution, which may require you to work with the right people within your own company. Don’t tell this poor person to call the 800 number — go to bat for him.

Don’t let it stew. Address sources of conflict quickly. Because most people just want to be heard, cared for and helped, the faster you can reach out, the more likely you will prevent the situation from festering.

Never make it personal. If and when conflict escalates, never make it personal. Never attack the person, even if he or she attacks you personally. Keep the conversation focused on the issues.

Take action, close the loop. Even though it’s self-explanatory, after you take action, you need to close the loop. Communicate back to the customer what has been done, or how soon to expect something to be done.

Never lose your cool. Just like you shouldn’t make things personal, you should never lose your cool. Remember, even if you feel justified in “going berserk” in a certain situation, whatever you say in social media will stay part of your digital record forever. Choose your words wisely.
Watch advocates come to your rescue. If you have done your job cultivating advocacy, in an online conflict, your advocates will come to your rescue

Source :Maria Ogneva is the Head of Community at Yammer, where she is in charge of social media and community programs, and internal education and engagement. You can follow her on Twitter, her blog, and via Yammer’s Twitter account and company blog.


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June 23, 2011

The Social Media Biggest Players: Infographic

An awesome new infographic from Flowtown takes a look at the world of social media through the eyes of a high school graduating class.

The yearbook of the Social Media High School Class of 2011 has got all your favorite social media networks and sites, from Facebook to Twitter, Google, Wikipedia, YouTube, Flickr, Reddit, Groupon, Quora and more. It’s clear that Facebook takes the title of ‘The Jock’, but who are the Gossip Girls, the Band Geeks, the Art Kids and the Goths?

June 20, 2011

Top 10 Social Media Brands Spends and Ranking




Ad Age asked social-media tracker Infegy to examine the sentiment of online conversations around the top 200 megabrands as ranked by 2010 expenditures in measured media.


The top 200 megabrands by category,  are scaled by measured media spending for 2010 and color-coded to the 1-year growth in ad spend. By Clicking  on a category to see the brands within that segment.  The size of the squares determine the social media spends. Ther Biggest the  Size the bigger the SM spends ( source Adage Leading National Advertiser.


 

In the Retail   Space, Walmart, Target and Home depot are the Biggest Spenders on Social Media





Among The Auto Giants, Chevrolet, Ford, Toyota are the biggest spenders on Social Media

Infegy tracks posts on 40 million online sources including blogs, Twitter, Facebook and other networks and analyzes the sentiment of the brand references. Infegy's system looks both at the overall tone of a post and also the references within the post.. So a post such as "I love my Apple iPhone. Despite its dropped calls it's the best phone out there," would count as a positive post with one negative and two positive references.

Below are the Lists which was compiled by  Adage  which shows  the 
Top 10  Brands   by their Social Media  Spending and  their Ranking


This chart shows the Social Media Volumes ( Social Media Buzz generated) Apple for their iPad/Ipad 2/iPhone and Amazon for their Kindle  are most likely to have  generated a  lot of consumer feedback along with  very strong  social buzz across " Socail networking/Blogs/




Not surprisingly, the technology brands score highly overall, partially based on the volume of posts they receive -- people love to use technology to talk about technology. High volume isn't enough to put you on top. There is such a thing as bad online publicity as BP, Toyota and Visa demonstrate.
SOCIAL-MEDIA RANKING BY ARTICLE POSITIVITY
Consumer-technology brands such as Canon lead in article positivity -- they often get dinged in reference scores because even positive reviews tend to include some negative comments. Pharmaceuticals, banks and BP lag at the bottom of both scores.



SOCIAL-MEDIA RANKING BY REFERENCE POSITIVITY
When you drill deeper into the reference positivity, cosmetic and personal-care brands dominate the top 10. There are brands that people talk about, but don't usually have negative comments about.

                             
data charts source : Advertising Age( Adage)