Вы находитесь на странице: 1из 17

SM & Digital Brand Management

P. Vigneswara Ilavarasan
http://web.iitd.ac.n/~vignesh
Agenda
Context
Caselets
Forms of Digital Brand Mgmt
Eight

Vignesh 2
Context
Digital Brand Management
Only in the digital world
Other world exists always
Attempt for a broader understanding
In-depth brand management analysis
helps better!

Vignesh 3
Caselets
Dove_Faces
Rajdhani Thali
British Airlines_Ticket to Mom
Dove & Ponds @ Facebook
Help a child to reach 5

Vignesh 4
Forms of DBM
1. Community Management
2. Marketing
3. Advertising
4. Product Management
5. Digital Integration
6. Corporate Communications &
PR
7. Online reputation Management
8. Crisis Management
Vignesh 5
1. Community Management
Roles of a SM community manager
Representing business in online
forums
Being the voice of community inside
the business
Mediating disputes as the need arises
Keeping fresh content & interesting

Vignesh 6
2. Marketing
Most used
More than 10% mkt activity is bad
Listening is important
Consider competitors customers too
In community closes sales, invest in it
Automation is tricky
Tesco, Horse Meat & Tweet
"It's sleepy time so we're off to hit the hay. See you
at 8am for more #TescoTweets"

Vignesh 7
3. Advertising
Conventional ads in various SM
channels
Customized ads for channels
Customers as participants, co-creators
Designed for SM consumption

Vignesh 8
4. Product Mgmt
Create SM eco system
Old spice Man
Linked with other dimensions

Vignesh 9
5. Digital Integration
Integrating all SM channels
Web FB You Tube Google +

Vignesh 10
6. Corporate Communications &
PR
Beyond one-way controlled
communication
SM as additional channel
Enhancing Reach
Augmenting search
Capturing feedback
Monitoring, measuring, responding

Vignesh 11
7. Online Reputation Mgmt
Planning
Who responds & how?
Monitoring
Sentiments using keywords
Responding
Basic rules of communication apply!

Vignesh 12
8. Crisis Mgmt
Final line of defence
(1) Be prepared with a plan > (2) Use
SM (3) Respond
1. Acknowledge the problem
2. You can buy time
3. Create channel for dialogue
4. Share about the fixing efforts
5. Request for solutions
6. Follow up
Internal & External report
Vignesh 13
References
Blanchard, O. (2012). Social Media ROI:
Managing and Measuring Social Media
Efforts in Your Organization. Pearson: New
Delhi. Ch. 11.

http://www.dandad.org/en/d-ad-old-spice-
case-study-digital-marketing/

Vignesh 14
Q & A?

Vignesh 15
Thank you!

Vignesh 16
Orli Old Spice & Response

Vignesh 17