Building Sociable Brands - Henley Business School
-
Upload
jennifer-bonhomme -
Category
Business
-
view
327 -
download
3
description
Transcript of Building Sociable Brands - Henley Business School
![Page 1: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/1.jpg)
Building Sociable Brands
George Christodoulides
Professor of Marketing, Marketing and Reputation
Jennifer Bonhomme
Digital StrategistSocial Media Marketing
![Page 2: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/2.jpg)
The world is changing
![Page 3: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/3.jpg)
And so is the Web
Source: Paul Adams, Real Life Social Networks
![Page 4: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/4.jpg)
The influence of social media is undeniable
![Page 5: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/5.jpg)
Interrupting the World:KONY 2012
![Page 6: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/6.jpg)
Yet, the landscape can be beyond confusing
![Page 7: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/7.jpg)
And many businesses struggle to understand how to harness this
influence
![Page 8: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/8.jpg)
Customers now demand to be consulted
![Page 9: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/9.jpg)
![Page 10: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/10.jpg)
KLM
![Page 11: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/11.jpg)
Innocent
![Page 12: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/12.jpg)
First Direct
![Page 13: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/13.jpg)
Who are we most likely to influence on social media?
![Page 14: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/14.jpg)
Promoting Purchase with Existing Fans
Frequency Occasion SensoryExperience
![Page 15: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/15.jpg)
What makes a brand sociable?
• Transparency / Authenticity• Share of Voice• Distinct personality • Joining the conversation• Co-creation• Fan reach• Huminisation (Thank you economy)
![Page 16: Building Sociable Brands - Henley Business School](https://reader036.fdocuments.us/reader036/viewer/2022081401/5583c0edd8b42a784f8b4a93/html5/thumbnails/16.jpg)
Social
Functional
Emotional