quiz 3 Flashcards
developing a social persona for a brand
“people have short attention spans until they want something”
what is a brand (video)
- The difference between running shoes and nike
- What they feel about you, the service you are providing
- Good brands stand for something – one thing
- Brand ambassadors reflect what the brand stands for
- To grow brand: be different, be vigilant, be relevant
- Customers own the brand so they must be respected
brand
Brand: what people think of when they see or hear your name
- Combination of factual (e.g. items from Tiffany in blue box) and emotional (e.g. they’re romantic/beautiful)
- A brand’s perception is what is in someone’s mind, and is a promise to its audience. It’s the experience
- Tiffany collaboration with Beyonce and Jay Z allowed for the brand to find success – paid, earned, and owned media working together
value proposition
the unique benefit that a brand, product, or service brings to the market/customers
what is branding
Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products
- Your brand is your promise to your customer. It tells them what they can expect and how you are different from competitors
- Brand is derived from who you are, who you want to be and how you want to be perceived
- Who you are should be based to some extent on who your target customers want and need you to be – but you cant be all things to all people e
- The foundation of your brand is: the experience
- Brand flows to: logo, products, website and social media pages, packaging and promotional materials, content, customer services
brand persona
Brand persona: set of human characteristics that are attributed to a brand name
A brand’s personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits
4 steps to create a brand persona
- Asses culture: look internally at culture to find out what makes brand unique. Audience should be able to tell you apart amongst competitors – personality of the brand
- Assess audience: using social media listening tools, you can learn more about audiences. Once you know your community speaks and what they care about, you can use language to connect with them. this will increase chances of them responding back and is more engaging.
- Assess purpose and value: important to be clear about what your brand wants to bring to the conversation with audience. (why are you on social media in first place,
- Assess brand voice: start developing a voice for your brand that matches the character—i.e. if you want to be friendly, quirky, edgy, authoritative etc.
consumer persona criteria
- Full name + age/gender/location
- Marital/family status (+ ages/names and other details if applicable)
- Job (+level of satisfaction)
- Aspiration (what they really want to do with their lives)
- Physical appearance
- House and car
- Digital tendencies (social media, email, search)
- Favorite media (TV show, website)
- General mood/level od satisfaction with life
- Other personal/lifestyle characteristics (travel, political leanings etc).
examples of brand persona
McDonalds
- Family-friendly place
- Convenient meals across the country
- Relates to all ages
- There 24/7
Disney
- Family-friendly
- Happiest place on earth
- Relates to all ages
- Makes dreams come true
top brand persona traits
- Friendly, approachable, knowledgeable, professional, trustworthy, innovative, creative, playful, bold, sophisticated
brand video
- Can influence people beyond the realms of sale
- Once you identify with a brand, it can shape the way you behave
- We relate to brands in the same way we relate to people
personal branding
- “everything you do is part of your brand’
- Personal branding: art of building a unique brand around yourself as an individual—tells a story
- Personal branding requires you to find a signature image, voice, and a recognizable standard that customers can grow to recognize
- Personal branding is important because audiences tend to trust people more than corporations
- Allows to establish a reputation and identity
type of corporations
- LLC
- Non profit
- S corporation
7 things to take brand to next level
- Think of yourself as a brand—how you’re presenting yourself to the public is important
- Audit your online presence—know what comes up about you
- Secure a personal website
- Find ways to produce value
- Be purposeful in what you share
- Associate yourself with other brands
- Reinvent
content calendar
- Shareable resource that can be used to plan all content activities – for the whole team
- Visualize your content ideas and how the content will be distributed and when
when strategising content
- Goals: 70% increase brand awareness, 59% sales/lead generation, 48% increase community engagements, 46% grow brand audience, 45% increase web traffic
influencer marketing
- Involves talking about products and services to those who have a sway over the things other people buy
- This influence typically stems from an individual’s reputation as a thought leader or expert on a topic
- Influence can come from a wide range of places. Any person, group, brand or place could potentially be an influence
why use influencers in digital marketing campaigns
- Influencers are good at connecting with audiences – what they say about the product could encourage audience to buy
- A brands message doesn’t have to come from the brand- utilizing influencers not just for audience but for creativity
- YouTube creators listen to and interact with their fans, resulting in communities that look more like friendships than fanships
three key reasons to use influencers in digital marketing campaigns
- Build consumer trust in branded messaging and content
- Influencers can bring new audiences to your brand
- Working with influencers allows for the opportunity to create content for them
what influencers can help you with
- Get to know audience
- Conduct content and opportunity audits
- Plan and prepare content
- Keep up with top stories
- Seize real-time opportunities
Platforms like IG and YT have led to an increase in a new form of influencer who has amassed huge followings in subjects including: fashion, beauty, fitness and food.
45% of influencers say they only accept ¼ of brand proposals
- The influencer wants to benefit from the collaboration as well
why does engagement matter
Engaged community: reach matters. A top influencer will have real users regularly engaging with their posts—not just seeing the content, but interacting with it.
engagement metrics include
- Likes: the influencer has a reasonable ratio of likes to followers
- Comments: content has lots of comments from real people
- Shares: photos and videos regularly have lots of shares, showing that their community is spreading their reach
4 levels of influence
- Official brand ambassadors
- Publishers: influencers
- Fans: advocates
- Friends: regular people in the user social graph
influencer tiers
- Celebrity: 5m +
- Mega: 1m – 5m
- Macro: 500k – 1m
- Mid-tie: 50k -500k
- Micro: 10k – 50k
- Nano: 1k -10k
