The sociability of the brand - A framework for social media marketing - Kurio 2012

SOCIABILITY OF THE BRAND // “HOW TO WIN THE SOCIAL MEDIA GAME”

A framework and some research

© Kurio 2012

SOCIAL MEDIA MARKETING CORNERSTONES

Business aspect Sociability of the brand

Customer insight in digital channels

© Kurio 2012

SOCIAL MEDIA MARKETING CORNERSTONES //

BUSINESS ASPECTS


Planned input

Desired output

Sociability of the brand

Metrics

© Kurio 2012


CUSTOMER INSIGHT IN DIGITAL CHANNELS

Target group profiles

Sociability of the brandBusiness aspect

Target groups’ online behavior

Target groups’ channel choices

© Kurio 2012


SOCIABILITY OF THE BRAND

Sociability of the brandBusiness aspect


© Kurio 2012

Image CC: Kalexanderson

Little by little brands are learning to walk the walk

in social media

Image CC: HolySkittles

Social media marketingAn activity that prompts

action in the recipient that is visible to others

Brands are in-between people. They play a role in

interpersonal communications.

Image CC: Brandon Christopher Warren

The role of a brand depends on various things.

And those things are usually stable, rooted at it’s

DNA.

Image CC: flickrolf

SOCIABILITY OF A BRAND

• Traditional brand management tools lead to traditional thinking

• In social media brands need to be social – Interactivity– Openness– Transparency– Real-time reactions

• The sociability of a brand offers a good approach to strategic and tactical planning

© Kurio 2012

Master of ceremony

Sage

Muse

PitchmanHost

Volunteer

Idol


© Kurio 2012

© Kurio 2012

1) Academic research*

2) Frameworks and tools of international consulting firms and ad agencies

3) Our own experience with a wide array of national and international B2C and B2B companies

THE BASIS OF THE FRAMEWORK

*Füller, Johann 2006. Why Consumers Engage in Virtual New Product Developments Initiated by Producers. Advances in Consumer Research, 33 (1), 639–646. // Hars, Alexander & Ou, Shaosong 2002. Working for Free? Motivations for Participating in Open-Source Projects. International Journal of Electronic Commerce, 6 (3), 25–39. // Wiertz, Caroline & Ruyter, Ko de 2007. Beyond the Call of Duty: Why Customers Contribute to Firm-Hosted Commercial Online Communities. Organization Studies, 28 (3), 347–376. // Dholakia, Utpal M. & Bagozzi, Richard P. & Pearo, Lisa Klein 2004. A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21 (3), 241–263. // Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J. 2005. How e-communities extend the concept of exchange in marketing: An application of the motivation, opportunity, ability (MOA) theory. Marketing theory, 5 (1), 33–49. // Hennig-Thurau, Thorsten & Gwinner, Kevin P. & Walsh, Gianfranco & Gremler, Dwayne D. 2004. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18 (1), 38–52. // Simmons, Richard & Birchall, Johnston 2005. A Joined-up Approach to User Participation in Public Services: Strengthening the “Participation Chain”. Social Policy & Administration, 39 (3), 260–283. // Paswan, Audhesh K. & Troy, Lisa C. 2004. Non-profit organization and membership motivation: An exploration in the museum industry. Journal of Marketing, 12 (2), 1–15. // Ko, Hanjun & Cho, Chang-Hoan & Robert, Marilyn S. 2005. Internet Uses and Gratifications. A Structural Equation Model of Interactive Advertising. Journal of Advertising, 34 (2), 57–70. // Funk, Daniel C. & Ridinger, Lynn L. & Moorman, Anita M. 2004. Exploring Origins of Involvement: Understanding the Relationship Between Consumer Motives and Involvement with Professional Sport Teams. Leisure Sciences, 26 (1), 35–61. // Mowen, John C. & Sujan, Harish 2005. Volunteer Behavior: A Hierarchical Model Approach for Investigating Its Trait and Functional Motive Antecedents. Journal of Consumer Psychology, 15 (2), 170–182.

© Kurio 2012

Master of ceremony

Sage

Muse

PitchmanHost

Volunteer

Idol


© Kurio 2012

Which role is best for your brand to connect people with others via social media?

// Identifies which kind of social interaction is best suited for the brand and its fans

// Directs thinking towards right questions, such as “why would someone want to spend time with our brand online?”

// Helps choosing one clear, primary role for the brand

// In addition, 1 or 2 supporting roles can be chosen

KURIO MODEL // SOCIABILITY OF THE BRAND

© Kurio 2012

MASTER OF CEREMONY

// Ask: “Does the brand offer entertainment?” “Does the brand offer fun pastime?”

// Motivators: entertaining oneself, killing time

// Stereotypes: An everyday low-interest brand, such as FMCG brands.

Master of ceremony

Sage

Muse

PitchmanHost

Volunteer

Idol

Sociability of the brand© Kurio 2012

© Kurio 2012

SAGE

// Ask: “Does the brand provide relevant and scarce information?” “Can people learn with the brand?”

// Motivators: curiosity, thirst for knowledge

// Stereotype: information-intensive brands, or brands that deal with “never-solved” questions (like those of wellbeing).

Master of ceremony

Sage

Muse

PitchmanHost

Volunteer

Idol


© Kurio 2012

MUSE

// Ask: “Does the brand spur and challenge its fans?” “Does the brand lead to a state of flow?”

// Motivators: Self actualization, self challenging

// Stereotype: recreational or hobby brands, like those that deal with cooking, sports or interior design.

Master of ceremony

Sage

Muse

PitchmanHost

Volunteer

Idol


© Kurio 2012

PITCHMAN

// Ask: “Are people willing to do something to get the brand at a discount price?”, “Are the brand’s offers / deals interesting in some way?”, “Is the brand’s product interesting enough to get attention by shouting?”

// Motivators: monetary and non-monetary compensation

// Stereotype: a low-involvement brand, that you need more than want. Like detergent or electricity.

Master of ceremony

Sage

Muse

PitchmanHost

Volunteer

Idol


© Kurio 2012

HOST

// Ask: “Does the brand connect its fans to their friends/acquaintances/family?” “Does the brand help meet new people?”

// Motivators: Social reasons

// Stereotype: “A brand of the moment”, event, artist, venue.

Master of ceremony

Sage

Muse

PitchmanHost

Volunteer

Idol


© Kurio 2012

VOLUNTEER

// Ask: “Can people help each other via the brand?”, “Would someone care for the brand?”, “Does the brand stand credibly for some cause?”

// Motivators: altruism, helping others

// Stereotype: brands that have a connection to a movement / NGO / ideology.

Master of ceremony

Sage

Muse

PitchmanHost

Volunteer

Idol


© Kurio 2012

IDOL

// Ask: “Can the fans be offered with recognition?”, “Would the fans want to be seen with the brand?”

// Motivators: Self-branding, visibility, recognition

// Stereotype: An exclusive brand, which is premium priced and scarce

Master of ceremony

Sage

Muse

PitchmanHost

Volunteer

Idol


© Kurio 2012

RESEARCH BASED ON THE FRAMEWORK1) Cannes Lions 2012 winners’ analysis

2) Finnish brands’ Facebook presence

© Kurio 2012

CANNES LIONS 2012 WINNERS’ ANALYSIS

“How to win the social media game”

519 winning campaigns analyzed, in the following categories: Cyber, Direct, Media, Mobile, PR, Promo & Activation and Integrated & Titanium.

© Kurio 2012

© Kurio 2012

IMPLICATIONS FROM CANNES

• All roles can lead to success – identify the best one for your brand // All seven roles were awarded, some more than others. This means that marketers need to revise if they really have thought broadly about their brand’s sociability by digging deep into the brand’s persona.

• Altruism is the new black for brands in social media // Cases involved helping others were by far the most awarded ones. Brands should think what they could do for their community or environment. When a strong brand uses its power to do good, not even a commercial agenda does lessen the engagement.

• Feeding fans’ creativity isn’t easy but will be rewarded // Campaigns that have successfully inspired fans for creating various kinds of content lead to great success. It’s worth noting that crowdsourcing isn’t as easy as 1, 2, 3. Brand that wishes to act as a muse for fans should keep the 1-9-90 rule in mind.

• Social media is entertainment just like other media are // Various kinds of brands from deodorants to theaters have opted to entertain their fans on social media. This is in line with various consumer studies that show entertainment as the no. 1 reason to spending time on Facebook and the like.

• Brands connecting people via social media – much ado about nothing? // Social media marketing is usually said to strive to connect likeminded people, but in our study only 2 % of the awards went to brands with this role. We see this more as an unfulfilled potential than something than simply doesn’t work.

• Special offers on social media seem like a better idea than it is // Numerous brands are continuously communicating about discounts, sales and other special offers on social media. This research shows that those campaigns don’t stand out with recognition or results.

© Kurio 2012

“How did we lose brand’s uniqueness and relevancy on Facebook?”106 Finnish FB pages analyzed using in-depth observing.

FINNISH BRANDS’ FACEBOOK PRESENCE

© Kurio 2012

NUMBER OF ROLES SUPPORTING ROLE

MAINROLE

SAGE MASTER OF CEREMONY PITCHMAN MUSE HOST IDOL VOLUNTEER

© Kurio 2012

SAGE MASTER OF CEREMONY PITCHMAN MUSE HOST IDOL VOLUNTEER

NUMBER OF DIFFERENT COMBINATIONS

© Kurio 2012

IMPLICATIONS FROM FACEBOOK

• All is the same. Where is the uniqueness of the brand on Facebook? Did we lose it somewhere between traditional marketing and the Like button?

• Who cares? Most brands act like they have relevant information to share, but is that really so?

• Let me entertain you. Numerous brands keep their fans satisfied with entertainment and offers. Is that really at the core of all these brands or have they taken the ”safe” short-cut?

• Social (?) media. After all these years, are brands really embarcing the sociability of the medium at all? Only a handful of brands have put the social dynamics at the core of their social media presence.

© Kurio 2012

More information:

Bit.ly/KURIOinfographicBit.ly/KURIOinfograafi

Kurio.fi // [email protected] // @jarilahdevuori

© Kurio 2012

Documents

The sociability of the brand - A framework for social media marketing - Kurio 2012