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Integrated Marketing Communications
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Coke's Facebook expert on how to build a "social" brand

Coke's Facebook expert on how to build a "social" brand | IMC- Sash | Scoop.it

Humanize your brand, Coke marketer says

 

In social media, Coke is it. Coca-Cola is the biggest consumer brand on Facebook (FB). At the Fortune Most Powerful Women Summit earlier this month, I interviewed Wendy Clark, SVP of Integrated Marketing Communications and Capabilities at Coca-Cola (KO). The day before we hit the stage, Clark sent me an email to share her ideas. That email, which she wrote on the plane on her way to southern California, was so helpful and so smart that yesterday, after Coke reported its quarterly earnings, I pinged her to ask if she would let me share it with you. She graciously agreed.

 

So here are Wendy Clark's seven rules for building a mega-brand in social media.

Sashika's insight:

This article is based on the opinions Wendy Clark the SVP of integrated marketing communications and capabilities at Coca Cola. Clark discusses how to build a mega brand in social media. The article put forth the idea of using people as a predominant channel of marketing communication. The first of the seven rules that Clark wrote was about attracting two markets in social networking site; the initial audience and the 'ultimate' audience. The initial audience is the medium through which Coca Cola hopes to communicate to the ultimate audience. The initial audience are those that are already fans and followers of coca cola, and the ultimate audience are the friends and followers of those people. The strategy that Coca Cola achieves this by, involves the creation and dissemination of content in the social media that is interesting enough to get fans and followers to pass on to their friends. This is in interesting concept, although any student of marketing is not unfamiliar to this strategy. This segment of the article prompted me to consider the IMC concept and how Coca Cola used the reality of fast growing social media to influence its marketing communication channels. What was interesting about this article is that Coca Cola took the concept of the spread of information by 'word of mouth' to the next level by communicating their ideas through people in the social media. it must not be forgotten however that other companies do this as well, but the way in which Coca Cola generated a following, is to me a perfect example of how innovation is created by big cooperation's such as Coca Cola.

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Sophie Batten's curator insight, August 22, 2013 12:54 AM

This article explains how to create a successful social brand. Lots of companies use facebook but not all of them are as successful as Coke's page. This article states that social is the key, make it so everyone is able to share everything on the site, allowing them to interact and listen to what people have to say, these are just a few of the many tips the article states. although these seem simple and obvious they are not and its helpful to have a general idea on what works and what doesn't T

hese are all great and unkonwn tips on how to building a social brand.

Teagan Adams's comment, August 22, 2013 1:37 AM
Making the websites interactive like Sophie says is a very good way to get customers and potential customers engaged with the site and spend more time looking at products.
Analay Malamala's comment, August 22, 2013 4:18 AM
in response to Sophie's insights, I think that coke has got a lot of competitive advantage because it's a brand that's been around for years, it is also a social brand and it's clearly delivered through its marketing campaigns and like this article depicts, even through facebook. I think that these tips are common sense if brands want to jump on facebook, these are valuable tips for brands to understand what consumers want to see, especially on facebook. I like all seven of the tips but the one that really attracts my eye is point six We might be shepherds, stewards and guardians of our brands, but we no longer control them. At best, we get to participate and co-create with our fans. I'd estimate that 10-20% of the content and conversation on our brands comes from us. The other 80%+ comes from others. I think the article shows how coke creates content either visual or verbal content that attracts their consumers and gets results. Great Read! good insights
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8 Social Technoology Trends Enabling (or Disabling) Customer Engagement - Business 2 Community

8 Social Technoology Trends Enabling (or Disabling) Customer Engagement - Business 2 Community | IMC- Sash | Scoop.it
Business 2 Community 8 Social Technoology Trends Enabling (or Disabling) Customer Engagement Business 2 Community Some of the many challenges for sales, marketing and customer service professionals today are personalized, meaningful customer...
Sashika's insight:
 In my opinion I agree with the main thread of this article , being that through rapidly increasing technology , consumers are becoming more powerful over brands. From my perspective , what the article meant by this is simply that consumers are looking more and more to the opinions and behaviors to other consumers to make purchasing decisions, and this is made significantly easier by the world wide web i.e social media. The article states, and I quote.."Social Media influence indicates that 78% of consumers trust peer recommendations over any others". This is a huge percentage, which urges me to think that If I were a company trying to create brand awareness and consumer engagement, I would have to think about ways that I cant create brand awareness through social media , instead of the normal channels that marketers have used predominantly such as television or billboards. This article makes me think about a video I was shown in class on a talk given by Simon Synek, he stated that the way to generate a following was to make people believe in what you believe in. This could be applied in this sense where there is a known channel of communication that consumers popularly use. In taking advice from both these sources , the way to create consumer engagement in this day and age, would not simply be to advertise a brand, but advertise an idea, on the world wide web.
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Hannah Merceanu's comment, March 21, 2013 1:31 AM
This article made a good point at the start about engaging with customers. It is becoming increasingly important for marketers to engage with individual fans/consumers but this is made difficult by the need to also reach a large audience across social media. I agree that many consumers give brands one chance to make a good impression and to engage with them positively and that brands need to work carefully to ensure they gain the consumer's loyalty straight away. I find that the eight point, increasing brand fragmentation, is very true in today's world. Consumer's are now more in control with the messages they receive from the brands want to hear from. This is due to developments in technology such as adblockers, fast-forwarding of ads on tv, and identifying which brands you want to see updates from on Facebook. As Sash said this makes consumers more powerful than brands. This means that companies need to work very strategically at developing their brand and using consumer engagement successfully.
Hannah Merceanu's comment, March 21, 2013 1:31 AM
This article made a good point at the start about engaging with customers. It is becoming increasingly important for marketers to engage with individual fans/consumers but this is made difficult by the need to also reach a large audience across social media. I agree that many consumers give brands one chance to make a good impression and to engage with them positively and that brands need to work carefully to ensure they gain the consumer's loyalty straight away. I find that the eight point, increasing brand fragmentation, is very true in today's world. Consumer's are now more in control with the messages they receive from the brands want to hear from. This is due to developments in technology such as adblockers, fast-forwarding of ads on tv, and identifying which brands you want to see updates from on Facebook. As Sash said this makes consumers more powerful than brands. This means that companies need to work very strategically at developing their brand and using consumer engagement successfully.
Ryan Xie's comment, March 21, 2013 3:08 AM
The article used a concept called customer experience capability, the concept inspired me that if companies have no idea on the customer experience capability, it will be impossible or hard for them to know the customer's expectation. Indeed, it hard for the company to catch their needs and set relevant customer relationship plans or brand strategies. Otherwise, the articled proposed that being a disruptor rather than being disrupted. I totally agree with this idea, because company should guide the customers, or make some plans or predictions in advance, then the company will own more competitive advantages. If the company is being disrupted which means that they always a step slower than customer, they will loose the priority in the market. Then, their brands will not be influential among customers.
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The Importance of Branding for Businesses

The Importance of Branding for Businesses | IMC- Sash | Scoop.it

Branding is successfully creating a brand identity that will not only make your business more appealing in comparison to your competitors, but it will also convince consumers that in a sea of prospects, your business is the only one capable of satisfying their needs.

Sashika's insight:

The focus of this article illustrates the importance of brand identity in creating brand loyalty and making customers prefer a brand over many others. According to the article, a brand needs to be marketed and created so that it differentiates itself from competitors. If a company chooses not to distinguish itself from other competitors, than it faces the issue of competing brands building a better brand image.In defining your brand you have control over how customers perceive you and where your brand lies within there choice of purchasing similiar brands. This article is short, sweet and to the point. It touches on the simple notion that a brand and what it stands for, is crucial to a company and how information exhibited by this brand is digested by the target market. The use of good company examples such as MacDonald's  Coca Cola and Apple are also evident, and they add to the thread of the article linking success to brand image. In my opinion, I agree to the fullest extent that brand image is crucial to the success of a company, but I feel that the article concentrated too much on the aspect of creating a brand identity rather than elaborating on the idea that marketing needs to be consistant through all channels of business communication. I think the article could have touched on this briefly in order to inform readers more deeply about what constitutes the success of a company, as Integrated marketing communications (IMC) is a very important aspect.

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Wen Gao's curator insight, May 8, 2014 2:00 AM

Based on many marketers’ ideas mentioned in the article, branding is most essential for a business because it makes a business or a brand stands out from the massive market. Like a person has his or her own personality, a brand should have its personality that is brand identity. As long the positioning and identity of a brand has settled down, the company can have the orientation of the development of the brand, make the appropriate marketing strategy and launch advertising campaigns effectively. It is more easily for customers to recognize and remember the brand according to its special properties and identity. Among the competitors, defining the brand is very important. If you don’t define your brand, you create the possibility that someone else will do it for you, including your competitors. Here’s a good example of brand identity – Coca Cola. People can easily recognize this brand based on the jingle, TV ads, packages, and the signature color – red. 

Zakarie Murtagh's curator insight, August 23, 2014 9:07 PM

Such a great article on the importance of how IMC and branding is the crux of having  a strong, successful and working business, that is able to differentiate strongly from its competitors to gain a competitive advantage.

Rachel Chen's curator insight, October 2, 2014 11:36 PM

According to the article, a brand needs to be marketed and created so that it differentiates itself from competitors. If a company chooses not to distinguish itself from other competitors, than it faces the issue of competing brands building a better brand image. . The use of good company examples such as MacDonald's  Coca Cola and Apple are also evident, and they add to the thread of the article linking success to brand image. I think there are benefits to adopting integrated marketing communication with consumers, to strengthen the brand I think a clear uniform message must be delivered to consumers.