The 5 C’s of Brand Socialization A roadmap to business generation powered by social media BRAND SOCIALIZATION CONTINUOUSLY
Facebook Marketing Model: Brand Socialization
Jan 20, 2015
While reflecting on the powerful elements that make Facebook a valuable marketing medium, I realized I was creating a model that was applicable to all social media. Looking for feedback and improvement-points I leave it here at your C-ontribution. Surprise me ;-)
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The 5 C’s of Brand Socialization
� A roadmap to business generation powered by social media
BRAND
SOCIALIZATION
CONTINUOUSLY
Socialization
“…to render social, to make fit for living in society…”
Clausen 1968
Needs
Brands are just names for solutions.
Solutions
Branded Solutions
And very very useless, if people don’t discuss them.
Branded Solutions
[Brand] Socialization refers to the process of learning
one’s [consumer-]culture and how to live within it.
Brand Socialization
one’s [consumer-]culture and how to live within it.
[Brand] Socialization should provide the skills,
[the methods,] the habits [and the technologies]
necessary for acting and participating within the society.
Wikipedia & [me]
Why are we thinking
about this?
5
“Don’t expect your customer to visit you,
YOU have to meet her in her interest fields”
What?
Give access to unique content or
applications that enrich people’s lives in
a tangible way. Transform branding from
professional irritant to useful precious.
How?
On Facebook companies can offer
CONTENT
Brand Socialization (applied to Facebook)
On Facebook companies can offer
brand content in original formats
(e.g. branded utilities or widgets). BRAND
SOCIALIZATION
CONTINUOUSLY Example: Blokbuster’s “Movie Clique”-application
Thank you for
Your AttentionYour AttentionTraditional Advertising Stops Here
What?
User generated content makes your
brand promise genuine and utterly
convincing. Make them engage, share,
personalize, … and before you know they
will have become brand ambassadors.
How?
CONTRIBUTION
Brand Socialization (applied to Facebook)
How?
Facebook offers an experience-sharing
platform that allows its users to
contribute opinions, photo’s and video’s
empowering the social affirmation of an
entire community behind your product.
BRAND
SOCIALIZATION
CONTINUOUSLY Example: Victoria’s Secret Facebook Page
What?
No more is a brand what the company
says about its product. It’s what a friend
tells a friend. Social context to product
-interest, -preference, -purchase or -use
offers a much richer interpretation.
How?
CONTEXTUALIZATION
Brand Socialization (applied to Facebook)
How?
Facebook allows travelling content,
from friend to friend. Brands become a
part of people's daily conversations;- interest or preference � Facebook Groups
- purchases � Beacon
- ads � Social Ads
BRAND
SOCIALIZATION
CONTINUOUSLY Example: Facebook example for Social Ads
What?
Brand communication is surpassing the
boundaries of time & space. Brand
conversations are taking place anytime
involving people from anyplace around
the world. Make your brand ubiquitous.
How?
Brand Socialization (applied to Facebook)
CONTINUOUSLY
How?
Facebook is accessible 24/7 from any
kind of device with internet connection.BRAND
SOCIALIZATION
CONTINUOUSLY Example: Mobile Facebook
What?
Continue the dialogue wholeheartedly.
Guide them through non-stop interaction
from interest into action. An ongoing
conversation leads to a relationship and
a relationship leads to affinity.
Qualify & follow-up their needs.
CONVERSATION
Brand Socialization (applied to Facebook)
How?
Facebook offers the possibility to
leverage the conversation up to a next
chapter in the decision making process.
BRAND
SOCIALIZATION
CONTINUOUSLY Example: H&M Facebook page refers to H&M online shop
BRAND
SOCIALIZATION
PROducerPROsumer
AMBASSADOR PROGRAM
SOCIAL AFFIRMATION ONGOING DIALOGUE
BUSINESS GENERATION
CONTINUOUSLY
PROspect
Marketing Communication
….is not walking the classical path anymore….is not walking the classical path anymore
“We aren’t in the telling business…
We are in the catalyst business”
ScenarioDNA
The Consumer Insights Think Tank
The -SO WHAT!?- Slide
So What!?
Blogs, Facebook, Twitter, YouTube… they are just channels. Correct.For them to really work, you need
- a social product and/or a sticky story around the brand - passionate people on the inside (Conversation Managers Champs)- passionate people on the inside (Conversation Managers Champs)- useful and precious content online (e.g. branded utilities)- just one killer-idea
…and someone skeptic to filter out the bad ideas
MY BEST HINT � Challenge @Crusty from Emakina.com
@Moorke
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