The one thing you must get right when building a brand

The one thing you must get right when building a BRAND

Social media in India is still growing and every brand has their own definition about it

The companies are exploiting the many opportunities presented by social media while

keeping an unwavering eye on the brand promise.

Enhance the playbook rather than rewriting it

Fundamental qualities of good brands

Virgin airlines

– 483,246 Fans

– 471,790 Followers

– 1.4 Million

– 29,488 Followers

– 14,667 Subscribers.

Offer and communicate a clear, relevant customer promise

1.

Learn what people are saying in call centres, websites, and public opinion.

Build trust by delivering on that promise

2.

• Service delivery• Websites - up to date and accurate• “Rapid response” solutions Twitter Facebook

Drive the market by continually improving the promise

Travel blogs

3.

Customer complaints• Tedious and redundant requests for security

informationSolutions• Opt-in service• Arrange taxi sharing

Travel blogs

They seek further advantage by innovating beyond the familiar

4.

Facebook flight status app Flight entertainment

systems

Vtravelled

site dedicated for inspirational journeys

Application in Indian markets

-178,893 Followers

-2,197,277 Fans-90,908 Followers

Flipkart has a really good presence on social networks.

Flipkart does a great job on handling their customer queries, complaints and provides them with solutions as well

Spice jet

Spicejet holi dance video went viral on youtube

• Myntra offered such amazing perks that it led to the domino effect which drew in more and more participants.

Peak hits during the 2 day campaign

Trident hotels

• This campaign was conducted in Mumbai’s Hotel Trident at BKC; the life span of this campaign was two days beginning from 29th March 2014 – 30th March 2014.

Points to remember

Don't throw out your playbookStart with the brand promise ; guide them

with social media

1.

Use social media primarily for insight

Real value is learning about customers not sales

2.

Strive to go viral but protect the brand

Authentic & relevant

3.

Engage

Your content should engage response from people.

4.

Dont fake reviews4.

Know your social platforms4.

Don’t become a robot4.

Template responses

• The rise in social media makes it more important than ever to get the branding fundamentals right